Case Analysis and Strategy

Analysis developed without commercial interest, with the purpose of studying and academic, in order to share the model of evaluation of digital maturity of the clubs. It does not represent the club's vision and has no confidential information, all are data open.

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Compared with the other players like a Messi and Neymar, CR7has the second best access number, with a medium performance (kpis), results index of bounce rate (57%), visit in pages (1.4) and time of visit (00:27), is bad when you compare with the other players.

Similar Werb: 01.2018

Messi

Neymar

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Compared to the websites of competitors in the world, CR7 has the first highest score in SEO, far from Neymar, very close with Messi results.

Tools: neilpatel.com – 01.2018

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Tools: neilpatel.com/

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Fonte: Ibope Repucom 2015

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Tools: forbes.com – 06.2017

AthleteTotal Followers (mil)

Sponsor Branded Posts

Average Interactions Per Promoted Post

Total Earned Media Value ($mil)

Average Value Per Post ($)

Cristiano Ronaldo 276.7 580 1,158,550 $935.7 $1,613,309

Neymar 164.7 255 427,230 124.5 488,411

Usain Bolt 31.1 194 281,839 68.1 351,013

Gareth Bale 70.4 163 298,905 65.1 399,400

Lionel Messi 163.7 146 300,269 55.9 383,150

James Rodriguez 76.2 109 320,927 43.4 398,049

Zlatan Ibrahimovic 56.6 68 371,916 32.7 481,213

Virat Kohli 64.8 62 344,929 31.1 501,800

Lebron James 90.1 65 252,325 17.4 267,394

Conor McGregor 22.9 79 157,332 15.5 196,074

“Cristiano Ronaldo Produced Nearly $1 Billion In Value For Sponsors On Social Media”

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Tools: Google Trends – 5 years

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+122M +67M +118M+831K

+240M FOLLOWERS

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Tools: Buzzsumo – 01.2018

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Tools: Social Mention – 01.2018

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Main channel of communication and distribution of digital content is on Facebook, produced by them or reported by third parties. Tools: Buzzsumo – 01.2018

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Google PlayStore – Messi performs best with downloads number and app rating.

Tools: Similarweb – 01.2018

Apple Store – both have the same note, but Messi stands out in the number of votes.

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247 WEB USABILITY GUIDELINES - Although designing usable systems requires far more than simply applying guidelines, guidelines can still make a significant contribution to usability by promoting consistency and good practice. We use this list of guidelines in our consultancy work. For best results, remember to interpret the guideline in context — this requires a bit more thought but ensures you will get a lot more from your review.https://www.userfocus.co.uk/resources/guidelines.html

The store has a good highlight at the top of the site, driving the conversion to sales.

Content development very focused on video.

ME

DIU

M

Fixed header with only app advertising.

It has only one language option: English. But the biggest language user is Portuguese with 18% (Brazil and Portugal).

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cristianoronaldo.com

Menu with only mobile version (Icons)

Central visualization of e-commerce focused on the choice of products.

HO

TM

ED

IUM

Dual header focused on product presentation with discount presentation.

One language option, but the biggest country access is Portugal.

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Estrutura focado emmoda, com navegaçãofocada na experiênciade conteúdo.

cr7footwear.com

HO

TM

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IUM

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Menu with departments separated by type of product and type of Sport. Very objective and focused on conversion to product showcases.

Central visualization of e-commerce focused Most Popular products.

Fixed header with one special image, focus product showcase promotion and fast shipping.

Four languages options.

cr7underwear.com

HO

TM

ED

IUM

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Menu with departments separated by Shop or Products. Very objective and focused on conversion to product showcases.

Central visualization of e-commerce focused Most Popular products.

Fixed header with one special image, focus product showcase promotion and fast shipping.

One language option, but the biggest countries are Portugal and Brazil.

cristianoronaldofragrances.com

The site does not have a direct and clear mention of the webshops of the products of the brand Cristiano Ronaldo, named My Team does not refer directly to Products. To get the sales pages of the products, you need 3 clicks, choosing which type of products you are looking for, you can choose from 3 webshops (Underwear, Footwear, Perfume).

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O website é muito objetivo com o número de paginas que apresenta e modelo de navegação disponivel. Foco total naapresentação do App CR7 Selfie e não na conversão de venda de produtos.

O aspecto mais negative é que tem somente a opção de Language Ingles, mesmo com o maior número de usuáriosPortugueses e Brasileiros.

The e-commerce with design focused on brand experience. Usability and navigation starting by categories, with total focus on products, offers a variety of product categories, and the aim of navigation and design.

Many different promotions and freight benefits. O aspectomais negative é que tem somente a loja de Underwear tem mais opções de Languages, mesmo com o maior número de usuários Portugueses e Brasileiros.

AVAREGE VISITS

BOUNCE RATE

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173ThousandMOUNTH

USERS DESKTOP AND

MOBILE

+2 MillionsUVS/YEAR

AVERAGE

68%

32%18% OF THE AUDIENCE OF

THE CR7 IS ADVISED OF SOCIAL

NETWORKS

+240M FOLLOWERS

+122M +67M +118M+831K

+240M

+2M Year

followers

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2 Takeaways

WEBSITE AND E-COMMERCE PLATFORM

CR7 Website CR7 Shop

www.CRISTIANORONALDO.comcom.br

cr7underwear.com

74K

53K

Unique Users Shop

(-) Bounce RateConversion

47K

Conversion To Shop (-Bounce)

173K

Website Ticket Avarege

30,00Conversion Sales

Avarege

3%

Sales FinalAvarege ($ mounth)

42K

1.4K

Conversion Final

% Bounce Rate (57%) very high, with conversion to e-commerce medium, with 30% of total access. This impacts the final outcome of sales.

% Bounce Rate (10%) is good, access number can be improved according to investment media (0%) and website conversion for e-commerce.

Website

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cr7footwear.com

74K

86K

Unique Users Shop

(-) Bounce RateConversion

78K

Conversion To Shop (-Bounce)

173K

Website Ticket Avarege

130

Conversion SalesAvarege

3%

Sales FinalAvarege ($ mounth)

299K

2.3K

Conversion Final

% Bounce Rate (57%) very high, with conversion to e-commerce medium, with 30% of total access. This impacts the final outcome of sales.

% Bounce Rate (9%) is good, access number can be improved according to investment media (0%) and website conversion for e-commerce.

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Conversion

Website, BrandAwareness

Kn

ow

led

ge

Frequency

Loyalty andRecurrence

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Products Conversion needs to increase. Create new experience visit in the website and webshop.

Subscribe products, receive all month news products. Create a low price t-shirt with focus in countries with low average tickets.

Awareness in the other countries that increase CR7 brand. Ex. Brazil.

2016-02-22

Key Strategy

Digital Marketing

Develop:• Reforce the Digital and Website Strategy in others countries.

• Target understanding (digital social listening and behavior)

• Investment requirements (Metrics, KPIs & Optmization).

Develop:• Improve a social media strategy for e-commerce conversion.

• Increase conversion contact points for e-commerce.

• Subscribe products, receive all month news products.

Extend:• Digital Brand metrics to increase category & Brand awareness

(penetration through digital football).

E-commerce & E-retail

Brand Equity

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4. HOW TO BRING TRAFFIC

TO THE SITE STRATEGYBrand Awareness

Media Performance

3. EVOLVING TOOL

MAINTENANCE

Tools + intelligenceBusiness = Results

Planning

Development

Action

Check

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Consumer Experience

Content

Football

Product Finder

NewsClub

Tickets

Match

Online Purchase

1 Awareness 2 Experience 3 Engagement 4 Loyalty

Website Mobile AppCall Center

Shop Online / Call Center

Marketing

Communication

Customer Info

/ Insight

Call to Action

Call to Action

Repurchase

4 Purchase Stages in E-Commerce

CRISTIANORONALDO.COM

+240M

+2M YEAR

FOLLOWERS

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Automated Purchase Process

2016-02-22

Convenience experience

Consumer loyalty and purchase guaranteed

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Resume

Experience in the Digital Marketing and communication• 9 years experience in Digital Marketing. Leading innovation projects, business and marketing strategy.• Digital Management: analytics metrics, social media planning, social monitoring, social optimization, SEO/SEM, brand content, lead management, content production, marketing automation (IBM Watson), business intelligence. • Expertise at development digital strategies of e-commerce, social media, SEM, display, programmatic, paid media and control of budget and investment based on strategic KPIs.• Skills: team work, organization and productivity, good relationship, very creative.

Specialties: - Digital Marketing and Communication- Category Management: Consumer Goods- Branding (Local and Global Campaign)- Social Media Strategy- E-Business Strategy (E-commerce) and E-Retail (Market Place)- Digital Innovation Projects- Media Performance and Programmatic

Experience in Sports:• Organized Volvo Ocean

Race 2015 Team SCA in Brazil.

• Work with marketing actions: Palmeiras, Santos and Coritiba.

• First Elderly Run in Brazil 2014 - Copacabana.

• Sponsorship team ABC Football (RN) 2010 - Brand Biofral.

• Owner of the first social media with focus in sports 2015: Sportt.

29 anosSão Paulo

Brazil

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www.sportt.com.br | www.rafaleitao.comcom.br

Analysis developed without commercial interest, with the purpose of studying and academic, in order to share the model of evaluation of digital maturity of the clubs. It does not represent the club's vision and has no confidential information, all are open data.