EXPO 2020 ON-LINE COMPETITION

How competitors are using Internet to internationalize their candidance

HOW CANDIDATES USE THE WEB FOR INTERNATIONALIZATION

2

About Universal Expositions

www.simonefavaro.it

Expo is an World Fair organized under the super visioning of Bureau of International

Expositions (BIE). occurs every five years, lasting six months, on '5' and '0' ending years. themes are broad and pan-humanistic in nature

Expo host is voted by BIE Members, considering the following ceriteria:

Feasibility and viability of the Expo project, as assessed by the enquiry mission report

Appeal of the theme: the BIE member states must believe that the proposed theme is not only of universal interest but is a theme on which they would have positive contributions to make as Expo participants

Consideration of international relations: the relations between the candidate country and the voting BIE member state (not only existing ones but projected relations as well) can influence a member state’s decision

3

Searching for “EXPO 2020” on Web

www.simonefavaro.it

According to Google Trends, “Expo

2020” keyword has been searching

since the end of 2010 with a pick

in November 2012.

Drilling down by country, data

show that the most active

countries in searches are Turkey

and United Arab Emirates. Trend

confirmed also by top and rising

related search terms

Search Queries are popular within

the candidates’ countries

4

Expo 2020 candidates

www.simonefavaro.it

BRAZIL RUSSIA THAILAND

TURKEYUNITED ARAB

EMIRATES

5

Highlights 1/2

www.simonefavaro.it

General strategy

Web site and YouTube accounts are the common tatics among all candidates

Google+ has been chosen only by Russian candidate

No candidate has a official LinkedIN profile or Group

Websites

Most common website languages are English and French. 4 on 5 candidates uses

English as default language on their websites

Izmir (Turkey) website offers the largest choice of languages (7), and its

default language is Turkish

Only Dubay (UAE) and Izmir (Turkey) have on-line ambassador programs. Izmir

offers also a Volunteer recruitment program

6

Highlights 2/2

www.simonefavaro.it

Search Engines and reachability

Dubay and Ekaterinburg (Russia) are the top-ranked websites in Search

Engines (Google, Yahoo! and Bing)

Izmir has the best link popularity among social networks.

Social Media and social Networks

Facebook and Twitter are a common tatic of 4 on 5 Candidates.

Facebook: Dubay and Izmir pages are the most “liked”. Dubay is the most popular (134K “likes”) and the

most discussed ( 4.798 people talking about).

Twitter: Dubay has the most followed account (8.794) and the highest tweet per day average(6.8). Izmir is

top ranked on Twitter according to the social link popularity (550 links reachable within Twitter)

YouTube

An average of 52,6% on total views are generated by one video

Izmir is the top-viewed account (158.470 views) and top-subscribed (125 subscribers)

7

Websites and YouYube are common tools among all candidates

www.simonefavaro.it

Every candidate has a web site and a YouTube Channel

RUSSIA is the only candidate having a Google+ page

BRAZIL has no official Facebook and Twitter account

8

4 on 5 candidates use English as default website language

www.simonefavaro.it

Every candidate has a multi-

language website.

English is the default language

of 4 on 5 Candidates.

Izmir (Turkey) chose Turkish as

default language but offers the

largest number of languages

for contents.

9

Turkey and UAE are the only candidates giving ambassador programs

www.simonefavaro.it

Turkey and UAE use their website in

order to drive programs aimed to

engage visitors.

Turkey also calls for Volunteer staff for

working during the expo.

UAE website is the only one pairing the

email newsletter with a web newsletter.

Other three candidates don’t include

programs. Both Thailan and Brazil didn’t

plan a newsletter service and Brazil,

also, has no news on its promotional

activities.

10

UAE has the best positioning on Search Engines

www.simonefavaro.it

* USING KEYWORD “EXPO 2020”

United Arab Emirates and Russia’s

Expo Websites registered the best

positioning scores in the first Three

Search Engines.

UAE Website has the highest number of

indexed pages (1,640)

Brazil registered the lowest score

because its website is indexed only by

Google (1 page), usually in the second

page.

Score is calculated as a combinated index between the Page Rank Of website and Alexa Rank Index for

Search Engines

11

Turkey has the highest Social Link Popularity among competitors

www.simonefavaro.it

* USING KEYWORD “EXPO 2020”

Turkey has the largest number of links published on

Social Networks, especially on Twitter and Facebook

UAE website is popular more on Facebook and it’s

the only candidate with a consistent presence on

LinkedIN.

Related Popularity for Russia and Thailand are

rispectively Twitter and Facebook.

Generally, Facebook and Twitter are the main social

networks sites for all candidates’ link popularity,

assorbing about 94% of links

12

On Facebook UAE is the most popular as number of fans and people talking about

www.simonefavaro.it

Brazil has no official Facebook Page and Turkey is the

first candidate created a Fan Page (18/02/2011)

UAE and Turkey has the most “Liked” Page. UAE is

the most Popular

Turkey and Thailand post prevalentely in their

national language

The youngest audience is the UAE’s one (13-24)

and the oldest is Russian (25-34)

Analyzing the ratios between Fans and “Talk

About” the highest score belongs to Russia (7.8%)

and UAE (3,6%). Thailand is the lowest (0.9%)

13

UAE is the most active on Twitter

www.simonefavaro.it

All Accounts has been opened in November 2011.

The average age of account is 376,7 days.

The most followed is the UAE ACCOUNT with 8294

Follower with a ratio of 69 : 1 in following. The

account also is the most active with an average of 6,8

Tweets per day.

Thailand is the second most active, considering

the overall tweets. Breaking down numeber of tweets

as daily average, the account is the third most active.

Russia is ranked third for overall tweets, but

second for daily tweets

14

Turkey register the highest views on YouTube

www.simonefavaro.it

4 on 5 accounts have been opened on November 2011.

UAE has no public information about Joining Date but

the oldest video has been published on July 2012*.

The Most Viewed Video has been released Between

June and November 2012

Turkey has the most interesting video contents

according to total views generated, also if it has

published 17 videos since November 2011. Russia (30)

and UAE (27) has the largest number of videos

published.

An Average of 52.6% of total views were

generated by one video.

*There is no official information of creation date. We supposed the date of oldest video published as creation date

15

CREDITS

www.simonefavaro.it

Read my introduction and professional profilewww.linkedin.com/in/simonefavaro

Download my presentations

www.slideshare.net/simonefavaro

Visit my blog

www.simonefavaro.it SIMONE FAVARO

This presentetion has been released under Creative Commons 3.0