2010 FIFA World Cup Online Media Analysis Refresh
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2010 FIFA World Cup South Africa
Changes in Public Perception Mar09 to Mar10
May 2010
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| Copyright 2010 Grail Research, LLCMay 2010 2
Refreshed online media analysis andcompared results to 2009 How haveglobal perceptions of South Africachanged over the last year as the eventdraws near?
Summarized actions taken by SouthAfrica to address key concerns andprepare to host the historic event
Online Media Refresh, Mar 2010 Mobile Survey, Aug 2010
Conducted an analysis of online mediacoverage around the global perceptionsof South Africa hosting the 2010 WorldCup
Identified key issues facing the countryand developed case examples of howother countries managed publicperception surrounding similar globalevents
Mobile survey to be conducted in SouthAfrica, Brazil, Germany, China, the US,and the UK pre/post the 2010 WorldCup Analyze the impact of the event on
South Africa and its performance asthe host nation (how well theyaddress the challenges)
Coming
Soon
Grail Researchs Coverage of the 2010 FIFA World Cup
Note: Link to report - Online Media Analysis, Mar 2009
Online Media Analysis, Mar 2009
http://www.grailresearch.com/pdf/ContenPodsPdf/Online_Media_Analysis_of_the_2010_FIFA_World_Cup.pdfhttp://www.grailresearch.com/pdf/ContenPodsPdf/Online_Media_Analysis_of_the_2010_FIFA_World_Cup.pdf -
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2010 FIFA World Cup South Africa
Executive Summary
South Africa seems to have made significant progress in turning around public perceptions on its ability to host the2010 FIFA World Cup. This is a unique opportunity for the country. We wish South Africa the best of luck and will be
back with more analysis in August after the event
The 2010 FIFA World Cup is a historic event for South Africa and the African continent. It is the first event ofits kind to be hosted by an African nation
South Africa invested more than $3.7 Bn to construct and renovate stadiums, upgrade infrastructure, andcreate a safe environment for the games and the estimated 450,000 spectators
Grail Research conducted an analysis of global online media sources in March 2009 to understand theperception of South Africa as the 2010 FIFA World Cup host nation
Key issues observed were: Security Concerns, Infrastructure Readiness and Impact on Tourism
Through a refresh of the online media analysis in March 2010, we observed significant improvement inpublic perception. This may be attributed to actions taken by the country in preparation for the event
South Africa has taken a number of steps to strengthen security and has received international acclaimfor the measures put in place for the event
10 stadiums for the 2010 World Cup matches are complete (or close to completion); South Africa hasexpanded and upgraded its airport capacity and road-transport infrastructure to accommodate the influxof tourists
The International Marketing Council of South Africa and South Africa Tourism have launched multiplecampaigns to promote the 2010 FIFA World Cup along with tourism for the region
The FIFA Confederations Cup in June 2009, a preliminary event, was a success and South Africademonstrated to the world that it is ready for the World Cup
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Table of Contents
Online Media Analysis the Approach
Analysis of Key Issues Related to the 2010 World Cup
Steps Taken by South Africa to Address the Key Issues
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We have conducted several online media studies
across sectors, in the past:
1. Analysis of user/expert opinion on a new web browserwithin the first week of launch
2. Analysis of user/expert opinion of a new mobile product togauge its reception and success in the market
3. Similar studies in other research areas including:
healthcare, beverages, automobiles and technology
Provides organizations with:
1. Immediate and real-time public reactions to an event/issueat a global level
2. Insight into the most significant areas of public concernregarding an event/issue
3. Longitudinal view of the change in perception over time
1. Gain insight into public perception about an event/issue
2. Deepen the understanding of public perception on the basisof regions or themes
Listen and learn through online media to gain insight into public perception about an issue and track itlongitudinally over time
What can be learned by analyzing online media?
ONLINE
COMMUNITIES
PRODUCT
REVIEWS
B LOGS FORUMS
EDUCATION SOCIAL
NETWORKING
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Our Approach to Analyzing Online Media
Conducted research across blogs and otheronline media sources related to the 2010
FIFA World Cup Reviewed ~4,000potentially relevant articles to select andanalyze about 200
Focused analysis on English-based sources
Considered articles between March 2009 March 2010 for the refresh (the March 2009analysis considered articles betweenJanuary 2008 February 2009)
Objective: Analyze online media to evaluate public perception of South Africa as the 2010 FIFA World Cuphosting nation
Compare and AnalyzeSearch Categorize
Categorized comments, opinions andreviews into different themes
Iterated to refine these themes into finalcategories, namely security concerns,infrastructure readiness, impact ontourism and political agitation risk
Compared data within each categorybetween the March 2009 study and the
current study for interesting shifts andinsights
Identified actions taken by South Africa thatmay have had an impact on the globalperception
Number of unique URLs onthe Web
# of sources visited and
reviewed
# of sources usedfor final analysis
~2MM**
~4,000
200
~1 Tr*
# of sources discussing World Cup2010
Note: *Data as of July 2008 from Googles off icial blog; **Number estimated using Google search engine
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Table of Contents
Online Media Analysis the Approach
Analysis of Key Issues Related to the 2010 World Cup
Steps Taken by South Africa to Address the Key Issues
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Global perception of South Africa hosting the 2010 World Cup has improved over the last year. People aremore confident about security arrangements and infrastructure readiness the two biggest issues observedin the March 2009 study
Mar 10Mar 09
-100% -50% 0% 50% 100%
Impact on Tourism 67%-33%
Infrastructure Readiness
Security Concerns -57%
-53%
43%
Overall
47%
-52% 48%
Total # of Opinions (121)
-23%
-100% -50% 0% 50% 100%
Total # of Opinions (95)
-56% 44%
-70%
-58%
77%
42%
30%
Positive Opinions
Negative Opinions
Analysis of Key Issues
Summary
Source: Grail Research Analysis of Various Blogs, Forums and Articles
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Mar 09(# 46)
Mar 10(# 69)
South Africa has taken several measures to boost security during the World Cup. They will have in place a
dedicated police force of 41,000 officers, 40 helicopters for aerial surveillance, special riot police teams and a
24x7 multi-lingual hotline
Interpol, the global police organization, has given its assurance that the strictest security measures are in
place for the 2010 FIFA World Cup in South Africa MediaClubSouthAfrica.com
South Africa successfully hosted the 2009 FIFA Confederations Cup and other sporting events (the 2009
Indian Premier League) without any security lapses or issues
Analysis of Key Issues
Security Concerns
Source: Grail Research Analysis of Various Blogs, Forums and Articles
Actions Taken by South Africa to Address Security Concerns
Crime will increase during WC
SA has serious security concerns
Current security situation is not very bad
Increased security will ensure safety
-75%
-60%
-45%
-30%
-15%
0%
15%
30%
45%
-13%
-43%
29%
15%
-11%
-58%
20%
11%Pros
Cons
There is no need for anyone to be afraid of coming to South Africa to watch or play in the World Cup. I believeit will be a fantastic experience (January 2010)
Years of security planning for the World Cup in South Africa mean there is little chance of a surprise attacksimilar to the one on Togo's soccer team at the African championship in Angola (January 2010)
Fans will be vulnerable no matter how much the South Africans beef up their security and even one life lostwill spell disaster for the World Cup (January 2010)
The biggest problems that fans will face in South Africa are violent crime from the local population, theft,corruptionjust to name a few (November 2009)
%o
fOpinion
s
Time of Analysis
# of OpinionsWhat are people saying?
Perception of security in South Africa has witnessed a shift over the last year, indicating that measures takenby the country are having a positive impact
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-60%
-40%
-20%
0%
20%
40%
60%
9%
-22%
-33%
28%
17%
-15%
-38%
38%
South Africa initiated several programs to improve its infrastructure and provide world class facilities to visitors
and spectators of the 2010 World Cup
Five new stadiums have been constructed or are at an advanced stage of completion by the end of 2009
Public transportation systems have been added and/or improved. An example is the Rea Vayabus rapidtransit system in Johannesburg
The country also invested in improving its air-transport infrastructure airports in Cape Town and othercities have been refurbished or expanded
Analysis of Key Issues
Infrastructure Readiness
Source: Grail Research Analysis of Various Blogs, Forums and Articles
Actions Taken by South Africa for Infrastructure Readiness
Pros
Cons%
ofOpinion
sI have been to South Africa and its an amazing country. Its infrastructure is first world; the roads compare to those found
in major European nations, airports are even better than most European ones, underground tunnels are underconstruction, amazing tourist facilities and even their own resort that rivals Las Vegas (Sun City) ( January 2010)
Major concern for a lot of people has been if the stadiums will be ready by the time the world cup starts in June next year.At the moment, luckily, it looks like they dont need to worry anymore (September 2009)
The decision to put the World Cup in Africa was then, and still is a ridiculous gamble! The infrastructure, transportationand pitches in SA are today inadequate to hold the tournament (November 2009)
the anticipated roll-out of an ambitious transport infrastructure intended to facilitate the effective flow of traffic in themajor cities during 2010 appears, at this stage, that it will at best have a 'barely ready' status by June next year(November 2009)
Completion of infrastructural plans for WC is doubtful
Existing infrastructure in SA is very poor
Infrastructural progress is as per schedule/satisfactory
New infrastructure will leave a legacy for SA after WC
Mar 09(# 36)
Mar 10(# 34)
Time of Analysis
# of OpinionsWhat are people saying?
There has been some improvement in perception of infrastructure readiness' in South Africa to host the 2010World Cup, but opinions continue to be mixed
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-40%
-20%
0%
20%
40%
60%
80%
-11%-5%
-17%
56%
11%
-8%
-15%
39%
23%
15%
South Africa launched aggressive marketing campaigns covering all media TV, print, web, and outdoor to
promote tourism in the country around the 2010 World Cup
They also launched a new campaign that is broader than the World Cup South Africa, Its Possible showcasing a range of experiences that visitors can have on a vacation to South Africa
The country is also offering targeted promotions such as free trips to South Africa for tourists to the country,
and has relaxed requirements for obtaining a visa
South Africa is providing free visas (on entry) to football fans who have tickets to the 2010 FIFA World Cup, inorder to alleviate after-effects of the financial crisis of 20082009
Analysis of Key Issues
Impact on Tourism
Source: Grail Research Analysis of Various Blogs, Forums and Articles
%o
fOpinions
Next years football World Cup being held in venues across South Africa is anticipated to boost tourism to neighboring
African nations, including Zimbabwe which is eager to regenerate its tourism industry (February 2010)
As South Africa gears itself up for the upcoming World Cup in June, the country has seen a sharp increase in businessesholding conferences in the area. The World Cup in June and July is expected to attract football fans from all over theworld as they bid to watch their country in action (February 2010)
the BBC's Jonah Fisher, in Johannesburg, says FIFA are clearly disappointed at the number of people planning totravel to the tournament (January 2010)
Personally, I don't know anybody who is going and the general mood is definitely not positiveMost people change theirplans about visiting SA when they are reminded of the WC i.e., they go to Namibia or change their dates (June 2009)
What are people saying?
Cons
Pros
Global economic crisis will reduce # of WC tourists
Tourism industry will experience high growth due to WC
Global economic crisis will not impact # of WC tourists
Other than WC, SA has a lot to offer to tourists
Tourism is not shaping up well
SA should undertake more promotional activities Increase in tourism due to WC is not sustainable
Security concern may affect tourism
Mar 09(# 13)
Mar 10(# 18)
Time of Analysis
# of Opinions
Actions Taken by South Africa to Promote Tourism
South Africa has taken several measures to promote tourism and maximize the impact of the 2010 FIFA WorldCup. However, concerns persist that the global financial crisis will curb tourism and travel to the country
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Analysis of Key Issues
Perceptions in South Africa vs. Rest of the World, Mar 10
Source: Grail Research Analysis of Various Blogs, Forums and Articles
Comparison of Public Perceptions Mar 10
-100% -50% 0% 50% 100%
60%-40%
64%-36%
55%-45%
Total # of Opinions (44)
Positive Opinions
Negative Opinions
South Africa Rest of the World
-100% -50% 0% 50% 100%
-61%
Total # of Opinions (77)
Infrastructure Readiness 35%
Impact on Tourism 75%-25%
Security Concerns 39%
-65%
South Africans are more optimistic about their nations ability to address security concerns and prepare for the2010 World Cup; however, they are less optimistic about the impact on tourism, relative to people from othernations
A l i f K I
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Analysis of Key Issues
Change in Perceptions in South Africa Mar 09 vs. Mar 10
Source: Grail Research Analysis of Various Blogs, Forums and Articles
-100% -50% 0% 50% 100%
Total # of Opinions (44)
-40%
Infrastructure Readiness
55%-45%
-36% 64%
Security Concerns
60%Impact on Tourism-22%
-20%
-100% -50% 0% 50% 100%
Total # of Opinions (38)
78%
80%
-64% 36%
Analysis of Change in Perceptions in South Africa
Mar 09 Mar 10
Positive Opinions
Negative Opinions
Interestingly, as the 2010 World Cup draws near, South Africans seem to be less optimistic about their nationsreadiness to host the event and its impact on tourism in the country
A l i f K I
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Analysis of Key Issues
Change in Perceptions in Rest of the World Mar 09 vs. Mar 10
Source: Grail Research Analysis of Various Blogs, Forums and Articles
Analysis of Change in Perceptions in the Rest of the World
Mar 09 Mar 10
-100% -50% 0% 50% 100%
Impact on Tourism 75%
35%-65%
-25%
Security Concerns 39%
Infrastructure Readiness
-61%
Total # of Opinions (77)
19%
-100% -50% 0% 50% 100%
-25%
28%
75%
-81%
-72%
Total # of Opinions (57)
Positive Opinions
Negative Opinions
Perception of people in other countries regarding South Africas readiness to host the event seems to haveimproved over last year, potentially due to the countrys advertising and marketing campaigns
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Table of Contents
Online Media Analysis the Approach
Analysis of Key Issues Related to the 2010 World Cup
Steps Taken by South Africa to Address the Key Issues
St T k t Add K I
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The government has deployed a dedicated force of 41,000 officers for the World Cup. It is spending ZAR 665 MM (~ USD 80 MM) to upgradeand procure security equipment such as an unmanned surveillance aircraft, helicopters and crowd-control equipment
A 24x7 multi-lingual helpline has been set up to assist visitors with any security or health emergency issues during the event
South Africa plans to closely work with its neighbors and deploy its National Defense Force to ensure border security during the event
President Zuma of South Africa indicated that "Additional funds of more than ZAR 1 Bn have been allocated for safety and security matterswhile he was addressing media on security issues for the event
The security plan developed by South Africa for the 2010 FIFA World Cup has been approved by experts from the 32 participating nations and188 Interpol member countries
According to a security expert from Germany's Parliament, South Africa has taken security precautions of the highest standard for the 2010FIFA World Cup
Source: Grail Research Analysis; Brand South Africa; Official Website for 2010 FIFA World Cup; IOL; Times Live; Mail and Guardian Online; SouthAfrica.info
South Africa has taken a number of steps to strengthen security and has received international acclaim for themeasures that have been put in place for the 2010 World Cup
Steps Taken to Address Key Issues
Security Concerns
Security Measures
St T k t Add K I
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South Africas Department of Transport developed a 2010 TransportAction Plan that included a number of national road projects:
The N1 and N2 Toll Highway in the Western Cape
The Gauteng Freeway Improvement Scheme that will also includeintelligent transport systems for traffic management
Transportation projects are also being implemented at the city level:
Bus Rapid Transit (BRT) system the Rea Vaya (We are going)project in Johannesburg is in its final phase
Two other BRT systems from Tshwane to Pretoria and NelsonMandela Bay to Port Elizabeth are in progress
"We have emphasized that the FIFA World Cup is not only about sport,it's also about transport Minister of Transport, South Africa
Source: Grail Research Analysis; Brand South Africa; SA 2010; IOL; South Africa Tourism; China.org; iAfrica; Reavaya website (for picture)
The Airport Company South Africa (ACSA), has allocated ZAR 19.5 Bn(~ USD 2.3 Bn) to expand airport infrastructure. Some projects include:
The OR Tambo International Airport was revamped and extended toinclude a new terminal, which opened in April 2010
The Cape Town International Airport and Durban InternationalAirport have been upgraded
A new international airport King Shaka International Airport inDurban is expected to begin operations in May 2010
Domestic airports in Bloemfontein, East London, Upington, andKimberley are being upgraded to accommodate larger traffic
According to the ACSA, work at all the airports was close to 90%complete in March 2010
Infrastructure Readiness
Road TransportAir Transport
South Africa has expanded and upgraded its airport capacity and road-transport infrastructure to cater to theinflux of tourists for the 2010 FIFA World Cup
Steps Taken to Address Key Issues
Infrastructure Readiness Transportation
St T k t Add K I
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Source: Grail Research Analysis; Brand South Africa; SA 2010; IOL; South Africa Tourism; China.org; iAfrica
The government conducted a national audit in December 2009 toensure accommodation availability for visitors during the World Cup
According to the survey, there are over 200,000 rooms available forthe event, enough for the expected visitors (~450,000)
An online booking portal, www.Rooms4U.travel, using data from thisaudit, has been created as a joint initiative between tourism andhospitality organizations
In March 2010, the National Department of Tourism commissioned astudy to check and ensure fair pricing of hotel rooms in the country
The study showed that 74% of all hotels in the country will becharging a premium less than 50% above their highest rate for 2010,and half of all establishments will not be charging a premium at all
South Africa revamped five existing stadiums for the World Cup:
Soccer City Stadium (Johannesburg), Ellis Park Stadium(Johannesburg), Loftus Versfeld Stadium (Pretoria), Royal BafokengSports Palace (Rustenburg), and Free State Stadium (Bloemfontein)
It also built five new stadiums with a combined capacity of ~276,000:
Moses Mabhida Stadium (Durban), Cape Town Stadium (CapeTown), Mbombela Stadium (Nelspruit), Peter Mokaba Stadium(Polokwane), and Nelson Mandela Bay Stadium (Port Elizabeth)
Based on FIFA inspection in March 2010, stadiums are expected to beready well in advance of the event. Johannesburgs Soccer City Stadium(venue for opening and closing games) is already complete
Infrastructure Readiness
AccommodationStadiums
The stadiums for the 2010 World Cup matches are complete (or close to completion); and lodging capacity inthe country is expected to be sufficient to meet the needs of travelers at the time of the event
Steps Taken to Address Key Issues
Infrastructure Readiness Stadiums and Accommodation
Steps Taken to Address Key Issues
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South Africa established the International Marketing Council (IMC) of South Africa in 2002 to help create a positive and compelling brand imageof the country. IMC has launched various campaigns to improve the South African brand, including:
Targeted campaigns in cities such as London by branding traditional British taxis with South Africa Alive with Possibility logos
Media programs in which the IMC hosted editors and journalists from the UK, India, and the US, who then published multiple articles onSouth Africa on their return
Launch of new web portals, Southafrica.info and MediaClubSouthAfrica.com, to help brand the country and share the countrys success.These portals are also available in different languages, on mobile platforms and social networking sites such as Facebook
The National Communication Partnership program initiated by the IMC to ensure a coordinated marketing and communication campaign inthe build-up to 2010, in order to maximize tourism and foreign investment opportunities
To promote the event and alleviate the effect of the financial slowdown, South Africa is providing free visas (on entry) to football fans who havetickets to the 2010 FIFA World Cup
IMCs marketing and promotion expenditure was USD 13 MM in 2009, an increase of 30% from their 2008 expenses
Source: Grail Research Analysis; The International Marketing Council of South Africa; South African Tourism; SouthAfrica.info; MediaClubSouthAfrica.com
The International Marketing Council of South Africa and South Africa Tourism have launched a number ofcampaigns to promote the 2010 FIFA World Cup along with tourism in the region
Branding South Africa
Steps Taken to Address Key Issues
Promoting South Africa
The Results So Far
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The Results So Far
South Africas Success in Hosting Other Sporting Events in 2010
Source: Grail Research Analysis
South Africa hosted the Confederation Cup in June 2009. The total attendance was 584,894 spectators, with an average of36,556 spectators each day. This was higher than that witnessed at previous tournaments in S. Korea, Japan and France
It was very important to have the FIFA Confederations Cup as it gave us the opportunity to test the systems and how thingsshould work. We have learnt so much from the tournament and we can say without hesitation that the FIFA ConfederationsCup was a success Onke Mjo, Volunteer Programme Manager, 2010 FIFA World Cup Organizing Committee, South Africa
South Africa enjoyed a record attendance of 79% across all of its FIFA Confederation Cup matches making ours the bestConfeds Cup ever. This leads us to believe that South Africa may even be able to host the best FIFA World Cup ever AdamBrown, Senior Operation Manager for Match Event Services
South Africa successfully hosted the Indian Premier League (IPL) in AprilMay 2009
The event was very successful, considering that it was shifted to South Africa at a very short notice (3 weeks before theschedule) because of security concerns in India (with the national elections scheduled at the same time and the Mumbaiterrorist attacks a few months prior to the event)
South Africa was chosen over the UK to host the IPL due to better arrangements and favorable conditions for the event
The ICC Champions Trophy, SeptemberOctober 2009, was another success, which was organized efficiently by the CricketSouth Africa (CSA) in coordination with the South African Government
The CSA Boards decision to accept the financial model from the ICC to host the ICC Champions Trophy means that SouthAfrica has yet another jewel in its crown of hosting a major international sports event.We in recent times have successfullystaged two International Cricket Council (ICC) World Cups, for men and women; the inaugural ICC Twenty20 Championship,the 2009 Indian Premier League (IPL), and the ICC Champions Trophy Gerald Majola, CEO, Cricket South Africa
In 2009, South Africa successfully hosted three major sporting events: the FIFA Confederations Cup, theIndian Premier League, and the ICC Champions Trophy
FIFAConfederation
Cup South Africa2009
DLF IndianPremier League
2009
ICCChampionsTrophy 2009
Having successfully hosted these major sporting events in 2009, South Africa has proven to the world that they
are ready for the 2010 FIFA World Cup
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For More Information Contact:
Grail Research([email protected])
Copyright 2010 by Grail Research, LLC
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