This Time for Africa

One month, 64 games and 145 goals later, the world's biggest event is over. Dry those eyes and pack away those vuvuzelas because you have to wait another 4 years until the next one. But what a World Cup it has been. I think this tournament will be one that will be remembered for years, for a variety of reasons - footballing and non-footballing reasons.

But I think as the sun goes down on this World Cup, South Africa can be duly proud of what they have achieved as host and as a country. The hosting of this tournament for not just South Africa, but the entire continent of Africa has been a marketing and rebranding coup. Two years ago, FIFA President Sepp Blatter said

“People don’t want to trust Africa. That is wrong. Africa has given so much not only to football but to the whole world. Someday, something should come back. So let’s have this World Cup. Let’s celebrate Africa. Why not?”

And celebrate we all did. Even though popularised by a Colombian singer, the strains of "Waka Waka" and its tag line "This Time for Africa", continue to filter through the airwaves, leaving it as probably one of the most popular tournament anthems ever.The world has looked to South Africa over the past month for great football, but got more than they bargained for in the artistry, passion, energy and dare I say, unity of its people.

This game allowed Africa to showcase its beauty and the remnants of Apartheid regime, to the outside world, which seems to have no idea how bad things were and that there is a better side of Africa(beside tribal wars and starvation) which international media—for its own convenience ---tends not to focus on. - Ghanaweb

Whether the powers that be will leap on the momentum which this World Cup has generated and leverage all the positives into effecting socio-economic change is another story, but well done South Africa.

And without a doubt, this tournament's immense public appeal and attraction was heavily invested in the fact that we had greater means to communicate, participate and enjoy the tournament's various facets. World Cup 2010 was supposed to be the social media World Cup and boy was it ever. Information, debates, opinions, replays - all available at the click of a button, whether it be on Twitter, Facebook, Youtube, the obsessed and the curious all found a way to be part of this global phenomenon via this global phenomenon. Sponsors and pundits alike milked it for all it was worth, tapping into the enormous audience primed to receive messages.

Twitter reported that the World Cup or #Worldcup resulted in a record 3,283 tweets per second as opposed to the regular average of 750 per second. The fail whale was almost as recognisable as Paul the Octopus, because of the barrage of tweets around the tournament. Social media has truly revolutionised the way we love the game, and the way the host country was marketed to the millions who could not make it there to see the games live.

At the end of it all, though Spain were crowned the best team in the world, the real winners were South Africa and social media, and all the people who joined the revolution to make this one of the best tournaments the world has ever seen.  Brazil 2014 has some rather big shoes to fill, but I think they can do it. In 4 years, this phenomenon may be bigger than any of us can ever have imagined.

Runners up: Paul and the vuvuzelas.

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PR Blues - The Fall of the French Football Team

Yesterday the problems for Les Bleus continued to escalate with the team refusing to participate in a public training session. The expulsion of one of their players, Nicholas Anelka seems to have been the last straw in an already tenuous situation.

The entire debacle does nothing for the image of the French and has attracted the scorn of global onlookers who have labelled the team as "recalcitrant, indignant whiners".

But it seems that this was a disaster waiting to happen, with a total lack of teamwork, communication and consultation off the field - the retention of an unpopular coach, the retention of players caught up in another, even more unsavoury PR disaster, the unwillingness to deal with contentious issues head on before they grew from mounds into mountains and ultimately into volcanoes which have now erupted. The subsequent fall out has now further undermined the once glorious image of French football, created by the 1998 World Cup champion team. Les Bleus are quickly becoming Les Ughs with their antics and fail to recognise that their selfish actions are not only impacting their World Cup performance but also their entire country. I would think that the honour of wearing the national colours would mean something and trump personal ambitions and feelings, but clearly this is not the case with this team.

Economy Minister Christine Lagarde, formerly a member of the national synchronised swimming team, slammed the boycott, telling a French TV channel: “I am appalled because I have worn the French national colours…and when you wear the French national colours, you have added responsibilities”. - France24.

Clearly noone spoke to them about their role as brand ambassadors for the tricolour and all it represents and how their actions could positively or negatively brand over 65 million people.Clearly noone mentioned to them that they were the role models for the little boys who aspire to be part of football history one day and be catalysts for the development of sporting programmes in communities across the country and the injection of corporate sponsorship to support this development.

Instead, they have chosen to make themselves the laughing stock of what was supposed to be a great tournament. Their statement to the media does not reflect the reality of the situation at all and is incredible at best.

"Out of respect for the public who came to attend training, we decided to go to meet the fans who, by their presence, showed their full support. For our part, we are aware of our responsibilities as those wearing the colours of our country. Also for those we have towards our fans and countless children who keep Les Bleus as role models."

It is a total reputational disaster for not just the players on the field but the supporters and nation which they represent and for the sport of which they were king 12 years ago. Perhaps, one of the biggest losers in all of this is probably the Irish national team who was denied a place in the tournament by yet another French PR disaster - the infamous Thierry Henry hand ball. I would like to assume that had they qualified instead of the French, they would have been committed to representing their country and the sport in more honourable fashion. But we will never know and are instead left with the ongoing fallout from a poorly managed situation on the part of all the parties involved, not just the players, who though are the ones left smack dab in the public eye and the ones making a bad situation worse.

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The World Cup's PR superstar

The 2010 World Cup is in full swing and the matches so far, in my opinion have not been as exciting as hoped, but it's only the first round so I am not too worried. But the REAL buzz of the tournament so far has been the loud, unapologetic and fancy-free vuvu.

The vuvuzela has been creating quite a riot - literally and otherwise - in this year's World Cup. Many people are irritated by the noise which it creates,which mimics an elephant, saying it drowns out national anthems and patriotic chanting and songs and basically distracts from the game. But bet your vuvu, the buzz has made vuvu the unexpected star so far of the World Cup. No player or team has gotten as much coverage as the vuvu and I think it should get a publicist to manage its 15 minutes of fame.

Many games have come and gone without much to remember apart from the football moments. The energy so far from South Africa has been amazing and infectious and the moments are sure to be memorable. When the International Cricket Council (ICC) decided to restrict traditional WI cricket cultural traditions as the region hosted the ICC World Cup in 2007, it was no longer a West Indian World Cup. It was a cricket World Cup merely held in the West Indies. The elements which would have made the tournament unique and special were gone, leaving only the cricket and its international players. The calls to ban the vuvu are as loud as the vuvu itself, and there will be much debate about it during the Cup, but it is part of what makes the tournament uniquely South African - giving it a unique selling proposition; setting it apart from World Cup tournaments gone by.

The vuvu may not be the most loved instrument at the moment, but it surely the most sought after, with sales of the obnoxious plastic horn climbing daily. A friend of mine in South Africa at the moment confessed that it is a bit harsh on the ears, but he has bought them in many colours as souvenirs for friends and family - mementos of the first African World Cup. The instrument is also available for sale across the world, e.g. in the UK. and is quickly becoming a cash cow for wily businessmen, seeing the opportunity to capitalise on all the noise.

The vuvu is effortlessly creating greater buzz around the 2010 football showcase and at the moment is surely outplaying stars like Kaka, Rooney and Ronaldo. It says nothing, does nothing, but is still as popular as any star player. It has its own app, is a blog star and is the hot ticket for merchandisers around the world. Additionally, its PR star power has now been harnessed by the United Nations...yes...the UN, to heighten awareness around violence against women and children via its Blow Vuvuzela campaign.

It is doing a fantastic job, like it or not, of selling South Africa and selling its World Cup as distinctly African, and hopefully as one of the most memorable World Cups ever.

Vuvuzela basics:

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They are Ready!: Africa's PR Test

As we count down the mere hours to kickoff of the FIFA 2010 World Cup (in case you were unclear as to what was kicking off, in case you live under a rock in a deep, dark cave), it is clear that not only is it the largest and most spectacular showcase of global footballing talent, but it is also a HUGE public relations and marketing coup for South Africa and by extension, the entire African continent.

I am sitting here, thanks to the lovely Kim, taking in bits of the WC kickoff concert and the talent and pageantry is absolutely amazing. Here is a chance for for Africa to shine and put themselves out there in the most positive light; to harness the glare of the global media and turn it to their advantage by marketing all that is beautiful and powerful about the continent. For years, we have sat by and watched Africa's hunger, bloody civil wars, corrupt and vicious dictators, battles with epidemics like HIV/AIDS and that has been what we have come to associate Africa with more times than we should. The world had formed its own image of the region.

But now it's their turn to show us THEIR Africa under the full lights of our scrutiny and against the backdrop of stereotypes and prejudice and so far, it has been beautiful and thrilling and touching and powerful. It's the reason island nations fight for beauty pageants, regional and global conferences and sporting events - to put their PR machinery to work, to put their people and their culture and their very beings to work for their economies, for their productivity and for their pride. For the chance to show the world, "Here we are. This is who we are!"

Let the beautiful game begin in beautiful Africa. Bafana! Bafana! Nelson Mandela must be truly beaming. I am ready for the World Cup and so is Africa.

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When Football meets Social Media

“Football is the world’s biggest sport, so the world will practically stop for the month of the World Cup,” Matt Stone, Head of new media for world soccer’s governing body FIFA. (CNN)

But while the world as we know it may stop, you can be guaranteed that the social networking will not. In fact, rest assured that the sites like Facebook and Twitter will blow up during the month-long footballing bonanza. Though I looked at the money side of this global event  previously, WC2010 is a great time for getting together and meeting up with people you may never have previously met. It's a great time for football and destination blogging, video and photo sharing, tweetups and meetups, virtual discussions, podcast shows and social media promotions and giveaways. During the last World Cup, while some of us (myself included) blogged our way through the Finals, there was no Twitter, and Facebook was still a proverbial infant. So this has been described as the first World Cup of the social media age and it's left to be seen just how huge the tournament will be this time around. But between you and me, I imagine it will be HUGE.

My profile on The Club. My avatar is pretty damn stylish.

FIFA has already attracted 1.6million fans (including myself) to The Club, which is an onsite social networking platform, which connects fans of the beautiful game and allows them to get up-to-the-minute news and interact with fans across the globe. Soon they will add Facebook Connect and official Twitter sites, with promises of tweets from high ranking FIFA officials. Of course as the tournament draws closer, the number and variety of channels will undoubtedly increase - both official and unofficial, but all ultimately lending a global space for passionate fans to express their views and opinions on the game. From the bars and pubs,  tv rooms and office kitchens, cubicles and coffee shops, the age of social media will bring the tournament to more people in ways that they may not have experienced before. Instant video replays, coach perspectives, fan accounts, player feedback (hopefully, depending on the level of restrictions imposed by home FAs) - straight to laptops and mobile phones across the globe. The football community will not only grow but will be more connected to each other than ever before, eclipsing probably any other event - sporting and non-sporting - which has preceded it.

Events such as the Olympics and FIFA also raise the level of awareness on social issues due to their mass global appeal and the attention which is placed on these events. So while there will be action on the field, from a CSR perspective, it is also what happens off the field which is important and 1Goal has already started to draw attention to the issue of education for all. With over 3.5million followers already, 1Goal is "a campaign seizing the power of football to ensure that education for all is a lasting impact of the 2010 FIFA World Cup". I'm happy to see this aspect of the tournament on social media as well, as it should be, since social media has the power to catapult these issues to an even wider audience than ever before, thus providing the opportunity for millions of poeple to understand and make an intangible contribution. I think more sponsors should use the opportunity, in much the same way Pepsi did for the Super Bowl, and not only focus on sales/marketing gold but also on playing a part in the way we, as fans, view the game and its impact on the issues which affect millions of people.

And who knows, maybe for one full month, Justin Bieber won't be a trending topic on Twitter! I do not think it's impossible! 43 days and counting...

Photo credit: CNN; screen shot of my profile on The Club. Feel free to add me.

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