Page 20 - 2017 ME Ambassador Wrap Up

SOCIAL MEDIA COMPARISON
20
100,000 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000
0
94,641
Social Posts
23,368 10,554
Fred Couples
8,906 9,092
Miguel Ángel Jiménez
2016 2017
9,935 Tom Watson
600,000,000 500,000,000 400,000,000 300,000,000 200,000,000 100,000,000
Social Media Impressions 561,000,000
93,000,000 -
97,000,000
Tom Watson
290,000,000
Fred Couples 2016
Miguel Ángel Jiménez
2017
130,000,000 66,000,000
90% 80% 70% 60% 50% 40% 30% 20% 10%
79%
Sentiment Breakdown 79%
73%
17% 0%
4% Tom Watson
3%
19%
Fred Couples
Positive Neutral Negative
Miguel Ángel Jiménez
1%
24%
• Fred Couples led the ambassadors in social media mentions. This is likely due to his expanded 2017 schedule which included a Masters run and 8 top 10 finishes on the PGA TOUR Champions and his role as an Assistant Captain for the Presidents Cup
• Tom Watson’s 2017 social media performance returned to normal levels after his 2016 Masters farewell dramatically increased his social coverage
• Miguel’s social conversation trended upward in 2017. He likely had more coverage but due to his many nicknames and shortened spellings of his name, not all of it is able to be captured
• Positive sentiment far outweighs negative sentiment for all three ambassadors
• Most social posts around golf tend to have a neutral sentiment, reporting on a player’s status in a tournament or news on a
player
• Negative sentiment can come from a variety of places and is not necessarily attributed to an ambassador. Please see Appendix B for
more details
2017 AMBASSADOR WRAP UP - 20