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On Saturday, October 28th, South Africa defeated New Zealand 12-11 at Stade de France, securing the Springboks their record-setting fourth Rugby World Cup victory. Meltwater’s Marketing team used this story as an opportunity to create a case study for a sponsorship analysis example, and broke down how you can use Meltwater tools to assess sponsorship results and ROI.

 

Check out the full study at the link above, but I’m here today to give you a behind the scenes look at the actual Boolean queries our team used - and how you can duplicate their results in Explore ✨

 

Here’s how you can do social listening around the Springboks and the Rugby World Cup 2023:

 

Meltwater Digital Marketing Specialist @Rebecca Visser created this Boolean to track the conversation around the Springboks leading up to and immediately following the Rugby World Cup 2023.

 

Step 1: Create an Advanced Search in Explore

Step 2: Copy and paste this Boolean string into Explore:

(Springboks OR Bokke OR #Springboks OR #StrongerTogether OR #Bokke OR @bokrugby OR @Springboks OR (site:"www.facebook.com/19082314575")) AND (#RWC2023 OR "Rugby World Cup 2023" "rugby world cup" OR "RWC" OR "RWC23"  OR (site:"www.facebook.com/116276232173"))

Step 3: Save your search - we’ll use it again in a minute!

 

This will let you get eyes on the conversation around the Springboks and the World Cup, but that’s only one part of the equation when determining sponsorship ROI. To get a true picture of the Springboks’ place in the conversation, competitive analysis is key. 👀

 

Here’s how you compare and evaluate the Springboks’ share of voice with rival team the All Blacks:

 

To get a picture of the Springboks’ control of the Rugby World Cup conversation, you’ll need to set up an identical Boolean search for the All Blacks. Our team used this Boolean to create our comparison search.

 

Step 1: Create an Advanced Search in Explore

Step 2: Copy and paste this Boolean string into Explore:

("All Blacks" OR "allblacks" OR @allblacks or #AllBlacks OR "New Zealand" OR (site:"www.facebook.com/56918111914")) AND (#RWC2023 OR "Rugby World Cup 2023" OR "rugby world cup" OR "RWC" OR "RWC23"  OR (site:"www.facebook.com/116276232173"))

Step 3: Save your search and return to the Explore home page

Step 4: In Explore, click “Create” on the “Compare Search” tile.

Step 5: Select “Add Search” to add your Springboks and All Blacks searches

Step 6: Click “Update Results”

 

Sound off in the comments 👇

  • Do you have experience reporting on sponsorships for your organization using Meltwater tools? 💬
  • What metrics do you think are most valuable for evaluating sponsorships? 📊
  • Are you a rugby fan? Were you supporting South Africa or New Zealand? 🏉

My answers:

1.) I don’t really have much experience reporting on sponsorships beyond tracking social media mentions of NYC Pride and/or use of our hashtags by sponsors on social media.

2.) I think post engagements and/or click-throughs are very valuable for evaluating sponsors.

3.) As a former rugby player, of course I’m a rugby fan. I’m a fan of both the Springboks and All Blacks, so I didn’t really have skin in that match.

I don’t have much experience reporting on sponsorships. I also think clicks would be important for evals. I admire those who can play rugby- I’ve never played myself, but have watched a match before. 

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