com.motion in the Marketing Daily

Following Sean McDonald’s post on the sentiment and volume surrounding the Tiger Woods story, he was interviewed by and quoted in, Marketing Mag’s “the Marketing Daily”.

The full article is online with the best bits below:

Will sponsors stick with Tiger?

By Associated Press with files from Kristin Laird

Longtime sponsors are sticking with Tiger Woods–for now.

But the world’s most famous athlete, who offered a "profound apology" Wednesday following allegations of infidelity, might find new deals hard to come by, marketing experts say, and the loyalty of existing sponsors could be tested by any additional tawdry stories or his reluctance to address the issue publicly.


Zeta Interactive‘s "Zeta Buzz" mines more than 100 million blogs, message boards and social media posts to analyze the feelings of potential consumers. In the past, terms most associated with Woods were "Masters," "golf" and "winning,"

Zeta CEO Al DiGuido said in the last week, that’s changed to "affair" and "cheat." 

The tone of posts has also changed, he said. Before the car crash, 91% were positive. That’s now down to 74%.

"As much as he wants to put this behind him, what’s happening now is the alleged scandal is starting to fuel the buzz, and it’s not positive for Tiger Woods," DiGuido said. "The volume is continuing to grow and the negative side of it is getting more intense.

"It would be something that (if you’re a sponsor) you would watch pretty closely because it starts to take on a life of its own."

Toronto-based social media and word of mouth agency com.motion also tracked a huge spike of Tiger Woods blog postings and Twitter traffic in the days after the story broke. By choosing to stay quiet, Woods actually inflamed the story online, said Sean McDonald, account manager. "Had Tiger Woods made a statement earlier, had he divulged the reality far earlier on, the value of the information by the women involved would have been much lower," he said.

"Basically by holding on to it and not saying anything, he created interest around what they had to say. He could have made the same statement earlier and people would have said ‘Okay we know what’s going on here, we don’t need to search frantically.’ "


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