Asia gears up for Formula One on social

About 35,000 social postings tracked in the 1st two week of September from 21 Asian countries with Microsoft Dynamics CRM Social Engagement

Social media has become an important platform and channel for brands to engage with customers anytime, anywhere. This is the same for one of the most competitive sports in the world – Formula 1® – where teams need to stay on top of news, issues and social conversations in order for them to engage with sponsors, customers and fans in a meaningful manner.

With the Singapore GP kicking off today, fans from all over Asia have been gearing up to support their favorite teams and drivers. Using the Social Engagement tool in Microsoft Dynamics CRM, we tracked social chatter on Formula 1 as well as the teams that are participating in this weekend’s race for the period of 1 – 13 September to get a pulse of their sentiments.

Here’s what we learnt:

  • About 35,000 social media postings (including Facebook posts, tweets and blogs) tracked in 21 markets in Asia from over 10,000 individual contributors
  • Japan contributed to the highest volume of social postings in the period tracked. In fact, Japan and India were the top 2 markets globally which contributed to the social chatter about Formula 1 which saw over 341,000 social media postings tracked globally. Interesting insight on India, given that there isn’t an F1 race there.
  • The Mercedes team had the highest number of mentions in Asia, with 880 brand-specific posts tracked. The team also had a positive sentiment score of +4.3, that’s based on a maximum score of 10. Asia-based contributors shared favorable and positive content about the team on their social platforms during the monitoring period. Lewis Hamilton’s consecutive wins and his most recent podium finish at the Italian GP contributed to the positive sentiments from fans in the region.
  • And of course we are tracking our favorite, Lotus F1 Team. As a Microsoft sponsored team, Lotus F1 had the most conversations in India. Fans in Asia discussed the recent news on the future of the Lotus F1 Team, but deputy principal Federico Gastaldi’s comments to debunk these rumors have helped raise sentiments among those in the F1 community.


Since 2012, the Lotus F1 Team has partnered with Microsoft to deploy Microsoft’s solutions within the organization including business and productivity solutions from Microsoft Dynamics, Azure, Office 365, Surface and Lumia devices to enable them to re-invent productivity and business processes for its business. In fact, the Lotus F1 Team is in the progress of deploying Microsoft Dynamics CRM to tie in sales and marketing. This integration will enable increased insight into how Lotus F1 Team can better serve their partners, manage sponsorship contracts, and engage with their fans.

Here’s their story on how they worked with Microsoft to encourage innovation at an unprecedented speed of change.

Follow us on @MicrosoftAsia and at #MSFTatF1 for more updates on Formula 1 this weekend.

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