EURO 2016: Share of voice

Euro 2016 Matchday01 Share of Voice Repucom

Match round 1: Turkish delight as fans dominate online conversation

With the first round of matches complete at UEFA EURO 2016 Turkey has emerged as the clear winner so far online, according to Repucom’s Share of Voice digital analysis, which has analysed the social buzz created by each of the 24 teams via the official tournament hashtags.

Despite losing its first game against Croatia last Sunday, Turkey’s official tournament hashtag #TUR has generated a 28% share of voice, ahead of France (8%) and England (7%) after the opening set of games.

As well as being widely adopted by current and former players, the hashtag mobilised a passionate national fan base before, during and after the Group D clash with the Croats. The game was a repeat of the dramatic UEFA Euro 2008 quarter final between the teams, a match which saw Turkey come from behind to win on penalties and which has spawned the national team’s official slogan for this tournament – #bizbittidemedenbitmez.

81% of UEFA EURO 2016 Turkey-related online conversation has come from within Turkey, while the country is also on top when it comes to overall tournament-specific conversation online, at 22%.

In terms of UEFA EURO 2016 Facebook page followers, Turkey currently ranks as the number one European market – 4% of the total followers.

Turkey’s fans have also engaged with official tournament sponsor activity, ensuring the country is currently dominating Orange’s real-time social media activation. The telecoms firm is lighting up the Eiffel Tower each evening with the colours of the most passionate fans among the teams playing each day – as of Wednesday morning in Europe, 27.9% of the #OrangeSponsorsYou online activity has come from Turkish fans, with England next up on 9.4%.

Behind Turkey, France and England, Repucom’s Share of Voice analysis ranks Romania fourth after the first round of games on 6%, a result largely due to its participation in the highly-anticipated opening game of the tournament last Friday. Italy (5%) are fifth after Monday’s impressive opening win against Belgium.

To find out more about Repucom’s suite of digital services click here. Repucom will be monitoring the online conversation around UEFA EURO 2016 throughout the tournament.

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