UEFA Champions League Facebook Showdown

vs.

Foreword

Slide 2 Technology is our friend blog

Scope:

• Only outside data captured (visible to everyone, no FB insights)

• Only international posts (language English (US), location Berlin)

• Post analysis: 60+ posts from May 16 and before

• Post frequency, post type distribution: All posts in April 2011

• Data published here is only valuable as directional information

Number of Fans by May 25, 2011

million fans

+5,9%

15,1 14,26 14,21 13,18

+7,8%

million fans

Slide 3 Technology is our friend blog

Number of Fans by May 25, 2011

Ranking by Fanpagelist.comMay 25, 2011

Slide 4 Technology is our friend blog

Number of Fans

1:0

Slide 5 Technology is our friend blog

Post frequency, post type distribution

video other photo

links

links

during April 2011: 50 postsshare of links among all posts: 82,0%

Slide 6 Technology is our friend blog

during April 2011: 89 postsshare of links among all posts: 73,03%

Post frequency, post type distribution

Slide 7 Technology is our friend blog

Average from 16 sports related Facebook fanpages, including NBA, NFL (posts in January 2011), NHL, ESPN Soccernet, Cristiano Ronaldo, David Beckham, Yahoo! Sports, Nike Football, Bayern Munich, FIBA, Vancouver 2010 (Feb 2010) and others.

Number of posts during April 2011 Share of links among posts in April 2011

Post type distribution, post frequency

1:1

Slide 8 Technology is our friend blog

Engagement with posts

Slide 9 Technology is our friend blog

61 posts analyzed between Apr 6 and May 7Feedback ratio calculated on 14,36 mn fans29,4% shown for illustration

64 posts analyzed between Apr 22 and May 16Feedback ratio calculated on 13,68 mn fans31,2% shown for illustration

percentage of fans that engagedwith each post (like, comment)

0,294%

percentage of fans that engagedwith each post (like, comment)

0,312%

Highest engaging posts

Slide 10 Technology is our friend blog

61 posts analyzed between Apr 6 and May 7Feedback ratio calculated on 14,36 mn fans

64 posts analyzed between Apr 22 and May 16Feedback ratio calculated on 13,68 mn fans

0,294% 0,312%

1,188% of fanbase liked and/or commented 1,658% of fanbase liked and/or commented

Engagement with posts

1:2

Slide 11 Technology is our friend blog

Likes and comments

Slide 12 Technology is our friend blog

61 posts analyzed between Apr 6 and May 7Feedback ratio calculated on 14,36 mn fans

64 posts analyzed between Apr 22 and May 16Feedback ratio calculated on 13,68 mn fans

percentage of commentswith each post‘s feedback

0,294%

percentage of commentswith each post‘s feedback

13,86%10,09%

Most commented posts (in relation to likes)

Slide 13 Technology is our friend blog

61 posts analyzed between Apr 6 and May 7Feedback ratio calculated on 14,36 mn fans

64 posts analyzed between Apr 22 and May 16Feedback ratio calculated on 13,68 mn fans

0,294% 0,312%

30,12% of feedback are comments37,17% of feedback are comments

Likes and comments

1:3

Slide 14 Technology is our friend blog

Posting content – sharing media

Slide 15 Technology is our friend blog

61 posts analyzed between Apr 6 and May 7Feedback ratio calculated on 14,36 mn fans

64 posts analyzed between Apr 22 and May 16Feedback ratio calculated on 13,68 mn fans

share of photos andvideos among posts

share of photos among posts(no videos)

9,4%16,39%

Media posts with most feedback

Slide 16 Technology is our friend blog

61 posts analyzed between Apr 6 and May 7Feedback ratio calculated on 14,36 mn fans

64 posts analyzed between Apr 22 and May 16Feedback ratio calculated on 13,68 mn fans

0,312%

0,656% of fanbase liked and/or commented

0,608% of fanbase liked and/or commented

Sharing media

2:3

Slide 17 Technology is our friend blog

Networking within Facebook – exploiting FB features

Slide 18 Technology is our friend blog

16,39%

Likes 15 additional pages7 of those by FCB

Likes 1 additional page

Networking within Facebook – exploiting FB features

Slide 19 Technology is our friend blog

16,39%

6 custom pages 4 custom pages

Exploiting Facebook features

3:3

Slide 20 Technology is our friend blog

overtime

Player activity on Facebook

Slide 21 Technology is our friend blog

Messi, Pique, Villa: approx. 17,5 million fans Rooney, Scholes, Ferdinand: approx. 6,7 million fans

Embracing social media - fans

Slide 22 Technology is our friend blog

http://www.thefirstpost.co.uk/63091,news-comment,news-politics,croatian-referee-gives-yellow-card-to-player-for-dying

http://www.guardian.co.uk/football/2011/apr/25/darron-gibson-quits-twitter-abuse

Embracing social media - players

Slide 23 Technology is our friend blog

http://images.teamtalk.com/08/12/800x600/Red-card_1616371.jpg

http://deadspin.com/5804120/totally-anonymous-soccer-player-sues-twitter-for-saying-ryan-giggs-had-an-affair

Players in social media

4:3

Slide 24 Technology is our friend blog

in overtime

Credits

Images from Facebook.com, Manchester Utd., FC Barcelona, thefirstpost.co.uk,

guardian.co.uk, deadspin.com, teamtalk.com

Slide 25 Technology is our friend blog

Find more on Technology is our friend