F1 Team Use of Social Media

February, 2014

F1 TEAM USE OF SOCIAL MEDIA

2

ABOUT THIS SLIDE DECK• This deck was prepared to illustrate the levels of adoption of social media by Formula 1

teams. The deck can provide a benchmark on social media usage at about one month prior to the first race of the 2014 season.

• There are two slides for each metric. The first slide provides the data in rank order, largest to smallest, while the second slide provides the data in order of the team’s finish in the 2013 F1 Constructors Championship.

• In addition to tracking all of the teams, the related sites from FIA F1 are included for no reason other than curiosity.

• All data were collected during a four-hour period on February 12, 2014.

• All registered marks and trademarks belong to their respective owners. No warranties or guarantees are provided. Use at your own discretion, please provide attribution to Bill Herring. Please direct any questions to [email protected].

• Copyright 2014 by Bill Herring.

3

SOME OBSERVATIONS• One might be tempted to think the higher budget teams use the most social media

channels, but that would be wrong. Caterham and Lotus make use of all eight channels measured in this study, while McLaren make do with six channels.

• All of the F1 teams and FIA F1 use Facebook, Twitter, YouTube and LinkedIn – with one exception. Marussia does not seem to have a team-managed presence on YouTube. There are Marussia-related videos on YouTube but there is not a formal Marussia team-managed channel.

• The top three finishers in the 2013 Constructors Championship happen to be the top three teams in number of Facebook Likes. However, Mercedes, which finished second in the championship, had the most number of Likes followed by Red Bull and Ferrari.

4

MORE OBSERVATIONS• All teams utilize Twitter though there is a large disparity in number of Twitter Followers.

Ferrari have a comfortable lead with more than 700,000 Followers while Toro Rosso have the fewest Followers at 133,000. Ferrari, McLaren, Red Bull, Mercedes and Lotus enjoy the top five Twitter followers whilst also making up the top five Constructors finishers.

• There is an inverse relationship amongst the top four Constructor finishers and their usage of Twitter. Lotus, #4 in the championship, have the most Tweets at 31,400. This tapers down to 6,056 Tweets by champion team Red Bull.

• Ferrari lead in terms of YouTube Subscribers and number of YouTube views, undoubtedly since they have a single YouTube channel for their production cars as well as the F1 team. If we ignore them, Red Bull, McLaren and Lotus are the top three teams in terms of YouTube Subscribers.

• Ferrari, Red Bull and Mercedes enjoy the most number of Views on YouTube.

5

MORE OBSERVATIONS• All of the teams have a Google+ site. Ferrari dwarfs the other teams in number of Google+

Followers due to their site serving the Ferrari production car business as well as the F1 team. Red Bull and McLaren complete the top 3 teams on Google+ with the remaining teams providing a small presence.

• Amongst the photo-sharing sites Instagram, Flickr and Pinterest, Instagram has the most usage from nine of the 11 teams. Flickr and Pinterest are both used by five of the teams. Lotus and Caterham happen to use all three of the channels.

• Red Bull, Lotus and McLaren are ranked 1, 2 and 3 respectively in terms of number of Instagram Followers. However, Lotus, Ferrari and McLaren have posted the most photos to Instagram.

• The top three users of Flickr are Caterham, Ferrari and Sauber.

• Lotus is the heaviest user of Pinterest, followed by Williams and Force India.

6

FINAL OBSERVATION• Lastly, all teams have a presence on LinkedIn. Ferrari have the largest number of

Followers on LinkedIn (128,000), again due to their presence representing the production car business as well as the F1 team. Leaving them to the side, the remaining teams have 22,000 Followers (McLaren) down to 800 (Sauber).

• Forthwith, the charts….

7

# OF SOCIAL MEDIA CHANNELS UTILIZED*BY RANK ORDER

Lotus F1 Team

Caterham Mercedes AMG

Petronas

Scuderia Ferrari

Williams F1 Team

Infiniti Red Bull Racing

Sauber F1 Team

McLaren Mercedes

Sahara Force India

Scuderia Toro Rosso

Marussia F1 Team

FIA F10

1

2

3

4

5

6

7

88 8

7 7 7 7 7

6 6

5 5

4

# of

Soc

ial M

edia

Cha

nnel

s

* See Backup for table of channel use for each team.

8

# OF SOCIAL MEDIA CHANNELS UTILIZED*BY CONSTRUCTORS TITLE FINISH

* See Backup for table of channel use for each team.

FIA F1 Infiniti Red Bull Racing

Mercedes AMG

Petronas

Scuderia Ferrari

Lotus F1 Team

McLaren Mercedes

Sahara Force India

Sauber F1 Team

Scuderia Toro

Rosso

Williams F1 Team

Marussia F1 Team

Caterham0

1

2

3

4

5

6

7

8

4

7 7 7

8

6 6

7

5

7

5

8

# of

Soc

ial M

edia

Cha

nnel

s

9

# OF FACEBOOK LIKESBY RANK ORDER

Mercedes AMG

Petronas


Scuderia Ferrari

McLaren Mercedes

Lotus F1 Team

Sahara Force India

Williams F1 Team

Sauber F1 Team

Marussia F1 Team

Caterham FIA F1 Scuderia Toro

Rosso

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000 2,833,494

2,298,675

1,349,9391,195,399

819,385

494,804

315,583 265,276 217,475 214,91890,118 64,374

# of

Fac

eboo

k Li

kes

10

# OF FACEBOOK LIKESBY CONSTRUCTORS TITLE FINISH


Mercedes AMG

Petronas

Scuderia Ferrari

Lotus F1 Team

McLaren Mercedes

Sahara Force India

Sauber F1 Team

Scuderia Toro

Rosso

Williams F1 Team

Marussia F1 Team

Caterham0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

90,118

2,298,675

2,833,494

1,349,939

819,385

1,195,399

494,804

265,276

64,374

315,583217,475 214,918

# Fa

cebo

ok L

ikes

11

# OF TWITTER FOLLOWERSBY RANK ORDER

Scuderia Ferrari

McLaren Mercedes


Mercedes AMG

Petronas

Lotus F1 Team

Williams F1 Team

Sauber F1 Team

Sahara Force India

Caterham Marussia F1 Team

Scuderia Toro

Rosso

FIA F10

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000722,000

523,000

437,000396,000

375,000

211,000 190,000 189,000 178,000 176,000

133,000 123,000

# Tw

itter

Fol

lowe

rs

12

# OF TWITTER FOLLOWERSBY CONSTRUCTORS TITLE FINISH


Mercedes AMG

Petronas

Scuderia Ferrari

Lotus F1 Team

McLaren Mercedes

Sahara Force India

Sauber F1 Team

Scuderia Toro

Rosso

Williams F1 Team

Marussia F1 Team

Caterham0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

123,000

437,000396,000

722,000

375,000

523,000

189,000 190,000

133,000

211,000176,000 178,000

# Tw

itter

Fol

lowe

rs

13

# OF TWEETSBY RANK ORDER

Lotus F1 Team

Scuderia Ferrari

Marussia F1 Team

Caterham Mercedes AMG

Petronas

Sahara Force India

Williams F1 Team

McLaren Mercedes

Sauber F1 Team


Scuderia Toro

Rosso

FIA F10

5,000

10,000

15,000

20,000

25,000

30,000

35,00031,400

24,100 24,100

19,700 19,600

15,100 14,500

11,200

8,336

6,056

1,524 828

# Tw

eets

14

# OF TWEETSBY CONSTRUCTORS TITLE FINISH


Mercedes AMG

Petronas

Scuderia Ferrari

Lotus F1 Team

McLaren Mercedes

Sahara Force India

Sauber F1 Team

Scuderia Toro

Rosso

Williams F1 Team

Marussia F1 Team

Caterham0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

828

6,056

19,600

24,100

31,400

11,200

15,100

8,336

1,524

14,500

24,100

19,700

# Tw

eets

15

# OF YOUTUBE SUBSCRIBERSBY RANK ORDER

Scuderia Ferrari


McLaren Mercedes

Lotus F1 Team

Mercedes AMG

Petronas

Sauber F1 Team

Caterham Sahara Force India

Williams F1 Team

FIA F1 Scuderia Toro

Rosso

Marussia F1 Team

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000 165,597 *

103,576

76,489

46,996 45,915

30,897

14,9338,317 8,222 5,772

0 ** 0

# Yo

uTub

e Su

bs

* The subscriber count for Ferrari includes the Ferrari production car business as well as the F1 team.** The subscriber count for Toro Rosso was not available although they do have posted videos.

16

# OF YOUTUBE SUBSCRIBERSBY CONSTRUCTORS TITLE FINISH

Scuderia Ferrari


McLaren Mercedes

Lotus F1 Team

Mercedes AMG

Petronas

Sauber F1 Team

Caterham Sahara Force India

Williams F1 Team

FIA F1 Scuderia Toro

Rosso

Marussia F1 Team

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000165,597 *

103,576

76,489

165,597 45,915

30,897

14,9338,317

0 **5,77200

# Yo

uTub

e Su

bs

* The subscriber count for Ferrari includes the Ferrari production car business as well as the F1 team.** The subscriber count for Toro Rosso was not available although they do have posted videos.

17

# OF YOUTUBE VIEWSBY RANK ORDER

Scuderi

a Ferr

ari

Infinit

i Red

Bull Raci

ng

Merced

es AMG Petr

onas

McLaren

Merc

edes

Lotus

F1 Tea

m

Saube

r F1 T

eam

Caterha

m

Sahara

Force I

ndia

Williams F

1 Tea

mFIA F1

Scuderi

a Toro

Rosso

Marussi

a F1 T

eam

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,00038,552,983 *

15,022,781

8,568,364 8,013,542 7,662,5054,962,064

1,971,753688,966 500,397 263,342 209,113 0

# Yo

uTub

e Vi

ews

* The view count for Ferrari includes the Ferrari production car business as well as the F1 team.

18

# OF YOUTUBE VIEWSBY CONSTRUCTORS TITLE FINISH

FIA F1

Infinit

i Red

Bull Raci

ng

Merced

es AMG Petr

onas

Scuderi

a Ferr

ari

Lotus

F1 Tea

m

McLaren

Merc

edes

Sahara

Force I

ndia

Saube

r F1 T

eam

Scuderi

a Toro

Rosso

Williams F

1 Tea

m

Marussi

a F1 T

eam

Caterha

m0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

263,342

15,022,781

8,568,364

38,552,983 *

7,662,505 8,013,542

688,966

4,962,064

209,113 500,397 01,971,753

# Yo

uTub

e Vi

ews

* The view count for Ferrari includes the Ferrari production car business as well as the F1 team.

19

# OF GOOGLE+ FOLLOWERSBY RANK ORDER

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

5,000,000

4,976,313 *

372,968 351,91668,041 56,332 42,074 29,194 19,217 5,439 77 25 0

# Go

ogle

+ Fo

llowe

rs

* The count for Ferrari includes all Ferrari businesses as well as the F1 team.

20

# OF GOOGLE+ FOLLOWERSBY CONSTRUCTORS TITLE FINISH


Mercedes AMG

Petronas

Scuderia Ferrari

Lotus F1 Team

McLaren Mercedes

Sahara Force India

Sauber F1 Team

Scuderia Toro

Rosso

Williams F1 Team

Marussia F1 Team

Caterham0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

5,000,000

0

372,968

42,074

4,976,313 *

68,041351,916

29,194 56,332 77 19,217 25 5,439

# Go

ogle

+ Fo

llowe

rs

* The count for Ferrari includes all Ferrari businesses as well as the F1 team.

21

# OF INSTAGRAM FOLLOWERSBY RANK ORDER


Lotus F1 Team

McLaren Mercedes

Williams F1 Team

Mercedes AMG

Petronas

Scuderia Ferrari

Sauber F1 Team


FIA F1 Sahara Force India

Scuderia Toro

Rosso

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

79,238

62,752

38,05335,490

23,950

9,1195,928

2,272298 0 0 0

# In

staG

ram

Fol

lowe

rs

22

# OF INSTAGRAM FOLLOWERSBY CONSTRUCTORS TITLE FINISH


Mercedes AMG

Petronas

Scuderia Ferrari

Lotus F1 Team

McLaren Mercedes

Sahara Force India

Sauber F1 Team

Scuderia Toro

Rosso

Williams F1 Team

Marussia F1 Team

Caterham0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

0

79,238

23,950

9,119

62,752

38,053

0

5,928

0

35,490

2982,272

# In

staG

ram

Fol

lowe

rs

23

# OF INSTAGRAM POSTSBY RANK ORDER

Lotus F1 Team

Scuderia Ferrari

McLaren Mercedes

Sauber F1 Team

Williams F1 Team


Mercedes AMG

Petronas

Caterham FIA F1 Sahara Force India

Scuderia Toro

Rosso

Marussia F1 Team

0

50

100

150

200

250

300

350

400

450

500 465

415

283268

194180

117

280 0 0 0

# In

staG

ram

Pos

ts

24

# OF INSTAGRAM POSTSBY CONSTRUCTORS TITLE FINISH


Mercedes AMG

Petronas

Scuderia Ferrari

Lotus F1 Team

McLaren Mercedes

Sahara Force India

Sauber F1 Team

Scuderia Toro

Rosso

Williams F1 Team

Marussia F1 Team

Caterham0

50

100

150

200

250

300

350

400

450

500

0

180

117

415

465

283

0

268

0

194

028

# In

staG

ram

Pos

ts

25

# OF FLICKR PHOTOSBY RANK ORDER

Caterham Scuderia Ferrari

Sauber F1 Team

Mercedes AMG

Petronas

Lotus F1 Team


McLaren Mercedes

Sahara Force India

Scuderia Toro

Rosso

Williams F1 Team

Marussia F1 Team

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,0001,814

937 *

249

646 0 0 0 0 0 0 0

# Fl

ickr

Pho

tos

* The count for Ferrari includes Ferrari production cars as well as the F1 team.

26

# OF FLICKR PHOTOSBY CONSTRUCTORS TITLE FINISH


Mercedes AMG

Petronas

Scuderia Ferrari

Lotus F1 Team

McLaren Mercedes

Sahara Force India

Sauber F1 Team

Scuderia Toro

Rosso

Williams F1 Team

Marussia F1 Team

Caterham0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

0 064

937 *

6 0 0

249

0 0 0

1,814

# Fl

ickr

Pho

tos

* The count for Ferrari includes Ferrari production cars as well as the F1 team.

27

# OF PINTEREST PINSBY RANK ORDER

Lotus F1 Team

Williams F1 Team

Sahara Force India


Caterham FIA F1 Mercedes AMG

Petronas

Scuderia Ferrari

McLaren Mercedes

Sauber F1 Team

Scuderia Toro

Rosso

Marussia F1 Team

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,0001,950

379348

256

42 0 0 0 0 0 0 0

# Pi

nter

est P

ins

28

# OF PINTEREST PINSBY CONSTRUCTORS TITLE FINISH


Mercedes AMG

Petronas

Scuderia Ferrari

Lotus F1 Team

McLaren Mercedes

Sahara Force India

Sauber F1 Team

Scuderia Toro

Rosso

Williams F1 Team

Marussia F1 Team

Caterham0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

0

256

0 0

1,950

0

348

0 0

379

0 42

# Pi

nter

est P

ins

29

# OF LINKEDIN FOLLOWERSBY RANK ORDER

* The count for Ferrari includes all Ferrari businesses as well as the F1 team.** The count for McLaren is for McLaren Group Ltd.

Scuderia Ferrari

McLaren Mercedes

Williams F1 Team

Lotus F1 Team


Sahara Force India

Scuderia Toro

Rosso

Mercedes AMG

Petronas


FIA F1 Sauber F1 Team

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000128,352 *

22,140 **

13,9248,791

5,413 4,490 4,406 2,576 2,066 1,864 1,830 819

# Li

nked

In F

ollo

wers

30

# OF LINKEDIN FOLLOWERSBY CONSTRUCTORS TITLE FINISH

* The count for Ferrari includes all Ferrari businesses as well as the F1 team.** The count for McLaren is for McLaren Group Ltd.


Mercedes AMG

Petronas

Scuderia Ferrari

Lotus F1 Team

McLaren Mercedes

Sahara Force India

Sauber F1 Team

Scuderia Toro

Rosso

Williams F1 Team

Marussia F1 Team

Caterham0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

1,8305,413 2,576

128,352 *

8,791

22,140 **

4,490819

4,406

13,924

1,864 2,066

# Li

nked

In F

ollo

wers

31

BACKUP

32

CHANNELS UTILIZED BY EACH TEAMFacebook Twitter YouTube Google+ Instagram Flickr Pinterest LinkedIn

Lotus ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔Caterham ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔Mercedes ✔ ✔ ✔ ✔ ✔ ✔ ✔Ferrari ✔ ✔ ✔ ✔ ✔ ✔ ✔Williams ✔ ✔ ✔ ✔ ✔ ✔ ✔Red Bull ✔ ✔ ✔ ✔ ✔ ✔ ✔McLaren ✔ ✔ ✔ ✔ ✔ ✔Force India ✔ ✔ ✔ ✔ ✔ ✔Sauber ✔ ✔ ✔ ✔ ✔ ✔ ✔Toro Rosso ✔ ✔ ✔ ✔ ✔Marussia ✔ ✔ ✔ ✔ ✔FIA F1 ✔ ✔ ✔ ✔

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In memory of Francois Cevert

Photo source: F1Technical.net

F1 Team Use of Social Media

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