Does Consumer Confidence Get People Talking?

Hawthorn has just been declared the winner of the 2014 AFL Grand Final in a rather unexpected footy finals outcome. With majority of interested punters favouring the Sydney Swans (and most of them probably tipping this team in the office footy tips!), there are guaranteed to be a number of surprised audience members around Australia. So let’s stick with this theme of surprise . . .

Hawthorn Premiership

There are only two types of footy fans. Either you passively observe from a distance staying up to date with the essential knowledge that all Australians must possess. Or football is your sole passion in life and you would back your team to the edge of the Earth and back.

Considering the younger component of the audience, it would be natural to assume that this important day in the Australian calendar would get a lot of traction across social media and the internet. And it has. There have been hundreds of thousands of AFL Grand Final mentions over the last week, but the content may surprise you!

The Adobe Digital Index has tracked over 500,000 of these posts in an attempt to gauge the main trends from social media users. Buddy Franklin received a sizeable amount of traffic considering his (unfortunate) switch from the Hawks to the Swans, ultimately ending up in the Grand Final losing to his old team. Likewise, Sydney supporters took the opportunity to promote their city amidst the football fever.

These posts would surely stem from ultimate consumer confidence in their team. It would be the strong, unwavering support that would encourage these members to log into their social media and shout their confidence from the rooftops.

Think again!

A surprising trend was just that . . . surprise. Amongst the communication trends concerning reigning premiers Hawthorn, one of the most common trends was sheer surprise. Users were flabbergasted that their team had made it into the Grand Final. No doubt they were very happy with this outcome, but the nature of a huge proportion of tweets was their surprise.

In this case, it isn’t the confident and sure fast consumers who talked about their allegiance. It was the ones who had little hope in their team. This surprising topic certainly is surprising.

It brings to mind a certain phrase. ‘Under promise, over deliver’. Maybe this is one to consider. Don’t over promote yourself and then let your product underwhelm. Overwhelm your customers and then let them do the promoting for you!