The Edelman Digital Social Intelligence Command Center, in partnership with MATTER and HootSuite, created Social Matters - A series of data visualizations highlight social conversations around special events.

• The2012RyderCuptookplaceattheMedinahCountryClubinMedinahIL,fromSeptember25thto30th

• Theanalysisfocusesontrendsemergingfromthesocialconversationandwho/whatwasdrivingtheRyderCupdiscussionforthe3daysofcompetition

INTRODUCTION

• SocialconversationsonthefirstdayrevolvedaroundthecommandingleadtakenbyTeamUSA

• RyderCupconversationswereamplifiedbyathletesthatweretuninginfromaroundtheworldincludingwellknowntennis,soccerandbasketballstars

• Anticipationforthetournamenttostartwastypifiedinthehashtagsthatbegantoemerge#RyderCup,#GoEurope, #GoUSA, #13thMan

DAY 0NE

While players are on the greens, the fans are online talking nonstop about this 85-year-old

international competitition.

2,497 2,438

57,249 28,024

5

@ianjamespoulter 6,196 Mentions

@mcilroyrory 6,099 Mentions

@graeme_mcdowell 5,526 Mentions

@keegan_bradley 4,331 Mentions

@bubbawatson 4,024 Mentions

TEAM USA TEAM EUROPE

3

124,299

• #GoUSA

• #USA

• #GoEurope

• #ComeOnEurope

Professional athletes and fans around the world are showing their passion for the Ryder Cup on Twitter by rooting for their teams using the following hashtags:

@carowozniacki

426 Retweets

@spursofficial

210 Retweets

@ianjamespoulter

120 Retweets

@rydercupteamusa

120 Retweets

@rydercup

113 Retweets

@stillblazingtho

110 Retweets

1,787

• TeamUSAbuildsacommandingleadonthecourseandoff,throughsocialconversations

• Emergenceofthe“SecondScreen”–RyderCuprelatedcommentswerepostedfromallovertheworld.Manyathomeandonthecoursewereusingmobiledevicesandtabletstocommunicate

• Themosttweetedmomentsareonthegreen.Mentionsof“putting”and“hole”weremostprevalent

DAY TWO

While players are on the greens, the fans are online talking nonstop about this 85-year-old

transatlantic competitition.

While players are on the greens, the fans are online talking nonstop about this 85-year-old

international competitition.

Tweets

1,818Tweets

2,210

34,311 14,752

@ianjamespoulter 4,842 Mentions

@bubbawatson 4,312 Mentions

@keegan_bradley 2,890 Mentions

@mcilroyrory 1,573 Mentions

@tigerwoods 1,385 Mentions

10 6

68,957

• Sports Icons

• Former Presidents

• The Second Screen

Appearances by Michael Jordan and President George W. Bush drove fan social conversations during Saturday's Ryder Cup TV coverage. Fans are embracing the "Second Screen" to communicate their support.

1,597

@rydercupteamusa

383 Retweets

@rydercupteameur

368 Retweets

@espn

342 Retweets

@sportscenter

310 Retweets

@ianjamespoulter

156 Retweets

@rafaelnadal

147 Retweets

• SocialConversationsmimickedtheplayonthecoursewith#GoEuropeemergingasatophashtagandmentionsof@RyderCupTeamEURoutpacing@RyderCupTeamUSA

• ConversationtopicsincludedEuropesepiccomebackfromthebrinkoflosingtheRyderCuptotheUnitedStates’safterthefirsttwodaysofplay

• Whathappensonthecoursestaysonsocial

• TheWorld’sNumber1rankedgolfer,Rory McIlory wasthehottopicat

Medinahwithrespecttohislatearrival

• Germangolfer,Marin KaymerclinchedtheRyderCupwinandcauseda

spikeinsocialconversationasaresult

DAY THREE

While players are on the greens, the fans are online talking nonstop about this 85-year-old

international competitition.

8,128 17,412

214,506 132,642

@ianjamespoulter 70,424 Mentions

@mcilroyrory 27,497 Mentions

@bubbawatson 18,526 Mentions

@graeme_mcdowell 12,467 Mentions

@lukedonald 10,556 Mentions

13.5 14.5

628,948

• #GoEuropeEurope triumphs from a commanding U.S. lead to win the Ryder Cup.

• Where’s Rory McIlroy?The world’s Number 1 ranked golfer apparently confused the Eastern and Central time zones and nearly missed his tee time, social mentions of Rory McIlroy increased by nearly 362% from Saturday to Sunday.

4,933

@bubbawatson

3,727 Retweets

@queen_uk (1)

2,188 Retweets

@queen_uk (2)

815 Retweets

@rydercupteameur

735 Retweets

@rydercup

550 Retweets

@antanddec

547 Retweets

Social Matters On ESPN >

SUMMARY

CONTACT INFORMATION:

David ArmanoManagingDirector,Digital,ChicagoEdelmanDigital

Kate Zimmer VP,DigitalStrategyKate.Zimmer@Edelman.comEdelmanDigital

Aniz RudaSAS,DigitalAnalyticsEdelmanDigital

GL HendricksSeniorVicePresidentMATTER