Digital Marketing Case Study: Analysis FC Kairat Introduction The subject chosen for this case study is FC Kairat. The club was founded in 1954 as Lokomotiv Alma-ata and was the most successful club from the Kazakhstan region during the Soviet era. The club has not been as successful in the modern era since the Soviet Union broke up with a financial crisis in 2007 precipitating relegation. It has since recovered to some extent with top 3 finishes in the last few years and also winning the Kazakhstan Cup twice over the same period. While these triumphs in the Kazakhstan Cup gave Kairat the opportunity to play in the UEFA Europa League qualifying rounds it managed to pass the play-off stage, its best result being last season when it cleared 3 rounds of qualifiers but failed in the final play-off to Bordeaux. It last appeared in the UEFA Champions League qualifiers in the 2005-2006 season just before it financial crisis. In terms of performances in recent past, Kairat has fallen behind FC Astana and FC Aktobe but an improved performance in the last 3 years has made the club’s supporter hopeful of better things to come. The club is currently placed 2 nd in the Kazakhstan Premier League. The best club in the KPL by order of recent performances is FC Astana which gained entry into the UEFA Champions League proper in 20015-16 season and played out some creditable draws against Benfica, Galatasaray and Atletico Madrid, finishing bottom of their group in the end but remaining undefeated at home. In terms of financial and institutional strength, the general perception among football fans is that Kairat and Astana enjoy the greatest advantages with Astana despite being a very young club enjoying the greater financial clout among the two. For the purpose of this benchmarking study, 3 teams have been chosen to establish a comparison with Kairat. These are FC Astana, currently top in the KPL, FC Irtysh Pavlodar currently third in the standings and FC Aktobe which is currently 6 th in the standings but has been one of the most successful clubs over the last 10 years. These clubs have been used in direct comparison with Kairat to examine the percentage of traffic share each captures in comparison to others. Additionally some data has been added about FC Krylia Sovetov Samara, a club in the Russian Premier League that is currently at the bottom of the standings. This is in order to provide some perspective on how well these clubs are managing their marketing resources, in comparison to a club that is currently at the bottom of another league such as the Russian Premier League. In this benchmarking exercise, we will analyse the quantitative aspects of the clubs ’ digital marketing interactions and also provide a qualitative overview. The main platforms on which the clubs’ interactions are evaluated are the: Club Website, SEO information, Twitter, Facebook and Youtube. From this, exercise we seek to determine the level and frequency of the club’s interaction, the nature of its interactions, the level
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Benchmarking Analysis of FC Kairat's Digital Media Presence
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Digital Marketing
Case Study: Analysis FC Kairat
Introduction
The subject chosen for this case study is FC Kairat. The club was founded in 1954 as
Lokomotiv Alma-ata and was the most successful club from the Kazakhstan region
during the Soviet era. The club has not been as successful in the modern era since the
Soviet Union broke up with a financial crisis in 2007 precipitating relegation. It has since
recovered to some extent with top 3 finishes in the last few years and also winning the
Kazakhstan Cup twice over the same period. While these triumphs in the Kazakhstan
Cup gave Kairat the opportunity to play in the UEFA Europa League qualifying rounds it
managed to pass the play-off stage, its best result being last season when it cleared 3
rounds of qualifiers but failed in the final play-off to Bordeaux. It last appeared in the
UEFA Champions League qualifiers in the 2005-2006 season just before it financial
crisis. In terms of performances in recent past, Kairat has fallen behind FC Astana and
FC Aktobe but an improved performance in the last 3 years has made the club’s
supporter hopeful of better things to come. The club is currently placed 2nd in the
Kazakhstan Premier League.
The best club in the KPL by order of recent performances is FC Astana which gained
entry into the UEFA Champions League proper in 20015-16 season and played out
some creditable draws against Benfica, Galatasaray and Atletico Madrid, finishing
bottom of their group in the end but remaining undefeated at home. In terms of financial
and institutional strength, the general perception among football fans is that Kairat and
Astana enjoy the greatest advantages with Astana despite being a very young club
enjoying the greater financial clout among the two.
For the purpose of this benchmarking study, 3 teams have been chosen to establish a
comparison with Kairat. These are FC Astana, currently top in the KPL, FC Irtysh
Pavlodar currently third in the standings and FC Aktobe which is currently 6th in the
standings but has been one of the most successful clubs over the last 10 years. These
clubs have been used in direct comparison with Kairat to examine the percentage of
traffic share each captures in comparison to others. Additionally some data has been
added about FC Krylia Sovetov Samara, a club in the Russian Premier League that is
currently at the bottom of the standings. This is in order to provide some perspective on
how well these clubs are managing their marketing resources, in comparison to a club
that is currently at the bottom of another league such as the Russian Premier League.
In this benchmarking exercise, we will analyse the quantitative aspects of the clubs’
digital marketing interactions and also provide a qualitative overview. The main
platforms on which the clubs’ interactions are evaluated are the: Club Website, SEO
information, Twitter, Facebook and Youtube. From this, exercise we seek to determine
the level and frequency of the club’s interaction, the nature of its interactions, the level
Digital Marketing
Case Study: Analysis FC Kairat
of engagement with fans and whether the totality of its interactions follows a cohesive
framework that can be used to capitalize on the available marketing potential.
Note: The most popular social media site in many Russian speaking countries including
Kazakhstan and Russia is not Facebook but VK (VKontakte). However analytics tools
for VK are not as easily available as that for other social media platforms. In view of this,
where possible a qualitative statement indicating the general nature of interactions will
be added for the clubs where possible.
Official Website and SEO Information
Quantitative Review
Global
Rank
Country
Rank
Bounce
Rate
Daily
Pageviews
per visitor
Daily
Time on
Site
Percentage of
Visitors from
Search Engines
Sites
Linking
In
Location of
Visitors
FC Kairat 496050 6271 30.80% 2.5 2.16 min 30.80% 196
61.8% KZ,
30.6% Ru
FC Astana 955332 15281 29% 4 2.56 min 29% 172
61.5%KZ
5.5% BL
FC Irtysh 1943621 28.10% 3.5 3.06 min 6.30% 53 69.8% GE
FC Aktobe 1934015 10181 48.20% 3.5 6.04 min 11.10% 100 91.80% KZ
FC Krylia
Sovetov Samara 162006 7775 40.60% 2.7 3.5 min 8.10% 371
Data Source: www.alexa.com
We see that FC Kairat performs reasonably well as compared to the other Kazakh clubs
but falls short in its score as compared to the Russian club, FC Krylia in its page score.
Some improvements that helps its metrics is increase the number of sites linking in. The
Digital Marketing
Case Study: Analysis FC Kairat
pages per visit is quite low according to alexa.com but the details presented below from
www.pro.similarweb.com paint a different picture.
Infrastructure and SEO Analysis from Woorank
An analysis of www.kairat.kz is presented in a separate attachment with analysis from
www.woorank.com. The Woorank score for Kairat is the highest even considering the
Russian club Krylia indicating that its website infrastructure is reasonably good. The
overall score is 51.5 as compared to 34.9 for Astana and 41.9 for Krylia. Some
important points from this analysis are
Its Meta Description is missing. This means that no description of the club will
appear on the search page. This would reduce the number of people accessing
the site as they may not identify it easily.
It also has poor keyword consistency which reduces the chances of search hits.
In-page links were scored well and also there were no broken links on the pages.
The website is quite clean and quick to load as it doesn’t use flash and other
applets.
The website rated low on Mobile-friendliness as it is not specially optimised for
mobile access.
Below is a comparison of the website with that of the other Kazakh clubs from
www.pro.similarweb.com. In this analysis, data is aggregated over the 4 clubs, Kairat,