Full study: http://adigitalboom.com/chelsea-glocalizes-digital-content-wins-egypt/

1. تشيلسي
بالعربي
Social Media Case Study in the Middle East
Digital Boom adigitalboom.com Feb - Dec 2014

2. Chelsea
Highlights

3. Chelsea
FC
2014
2,318,443
Total
Growth
10,979,805
986,553
Average
monthly
engaged
users
Total
Engaged
Users
Average
weekly
engaged
users
Average
daily
engaged
users
359,527
71,297
Feb Dec

4. “There
are
milestones
in
a
brand’s
lifetime
that
has
to
be
remembered”
How
to
maximize
the
benefit
out
of
these
milestones?

5. Launch
of
the
Arabic
Page
on
Facebook
Launched
the
Facebook
page
by
a
video
of
Mohamed
Salah,
the
Egyptian
Chelsea
player,
introducing
the
official
launch
of
Chelsea's
Arabic
existence
in
the
Middle
East.

6. Celebrating
Mohamed
Salah
Birthday
with
the
Arab
Community
They
asked
the
community
to
celebrate
the
player’s
birthday
by
sending
out
their
greetings
and
complied
some
of
these
greetings
in
a
visual
post
that
ended
out
with
one
of
highest
interactions.
More
than
20,000
likes
with
473
shares
of
the
post.

7. Building
Digital
Content

8. Content
Creation
–
Infographics
The
main
objective
of
the
info
graphs
is
to
introduce
the
club
history,
achievements
and
statistics
in
an
interactive
and
engaging
way.

9. Content
Creation
–
Infographics

10. Content
Creation
–
Infographics

11. Content
Creation
–
Seasonal
Greetings
Celebrating
Ramadan,
a
special
month
of
the
year
for
over
one
billion
Muslims
throughout
the
world.
It
is
a
time
for
inner
reflection,
devotion
to
God,
and
self-­‐control.
Celebrating
Arabic
occasions
is
one
of
the
important
activities
that
gets
the
club
closer
to
the
heart
of
the
Arabic
Community.

12. Content
Creation
–
Seasonal
Greetings

13. Content
Creation
–
Seasonal
Greetings
Chelsea
is
the
only
international
club
to
celebrate
with
the
Muslim
nation
their
Higri
year
Articles
circulations
over
10
Arab
news
Portals.

14. Engagement
Localized
Content
Celebrating
one
million
Egyptians
fans
from
Cairo.

15. Engagement
Localized
Content
What
are
your
expectations
for
today’s
match?

16. Global
Content
Translation
In
order
to
create
engaging
content,
the
community
has
to
relate.
This
is
what
should
be
done
when
adopting
a
global
content
calendar.
Translating
VS
Localizing:
They
had
to
make
sure
that
they
meticulously
stand
on
the
fine
line
between
translation
and
localization
to
ensure
that
the
same
message
is
delivered
in
a
relevant
sense.

17. Content
Translation
The
Egyptian
agency’s
comment
on
content
translation:
“Following
our
content
strategy
direction,
we
are
aligned
with
the
Chelsea
team
in
translating
their
international
content
pieces
“

18. Content
Translation

19. Content
Translation

20. Matches
Live
Coverage

21. Matches
Live
Coverage
The Egyptian agency declares “We
do
not
just
cover
games,
we
try
to
transmit
to
our
fans
the
same
passion
as
if
we
are
covering
from
the
pitch.
We
are
required
to
watch
the
game
rather
than
just
follow
it
via
other
means.
We
support
our
team,
we
feel
that
passion
a
supporter
feels
when
watching
the
game.
*We
cheer
for
the
goal
‘after’
we
update.

22. Matches
Live
Coverage

23. Content
Monetization

24. Chelsea
signs
with
Mobinil
to
Monetize
Content
in
Egypt
10 months ago, we mentioned that Chelsea has a great opportunity to
monetize content & expand in the Arab world especially Egypt, after the
transfer of Mohamed Salah. They need an Egyptian agency to link them to the
Egyptian market and that what Chelsea have done recently.
“Our popularity in the region continues
to grow, with nearly 2.5 million
followers from Egypt on our Facebook
page. Cairo, with approximately half
that figure, is our most heavily
populated city for followers in the
world” — Chelsea said

25. Digital Boom
adigitalboom.com