Players and Social Media 2018 - xavibove.es · Cecilia Salvai Cecilie Fiskerstrand Cecilie Sandvej...
Transcript of Players and Social Media 2018 - xavibove.es · Cecilia Salvai Cecilie Fiskerstrand Cecilie Sandvej...
Players and Social Media:
Who succeeds and why?
January 2018
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IntroductionCurrent and future women’s football business
managers, this study is made for you, to show
you which are the players succeeding in social
media and what best practices can be learned
from them.
Over the last years, Europe has become a privi-
leged witness of the disruptive growth in wo-
men’s football. TV channels, fans, tournaments,
leagues, brands and media are adopting a more
and more constructive and committed role.
Especially in the digital area, where women’s
football can find a precious and valuable tool to
keep in the spotlight.
Either in and outside the field, the enormous
potential of growth suggests working on unique
values as closeness, purpose or sport spirit, with
the goal of ensuring this sport sustainability and
fans’ excitement.
1 Players and Social Media
Players and Social Media2
MethodologyThis study has been carried out from the infor-
mation gathered from the analysed players’
social media channels, members of the national
teams that participated in UEFA Women’s Euro
2017. The data has been collected in the period
starting from 21st November to 27th December
of 2017.
In the research, Facebook, Twitter and Insta-
gram profiles from a total of 368 players, repre-
senting 16 different countries, have been analy-
sed. The data related to monthly post frequency
and engagement has been exclusively extrac-
ted from Instagram during October 2017. Regar-
ding Facebook data, only fan pages have been
considered, excluding players’ personal profiles.
Players and Social Media3
1 2 34 5 6789
ContentPlayers rankingsWhere they playCountries rankingsMore dataComparative AnalysisLearningsConclusionsAbout meAppendix
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Players and Social Media5
Players rankings
1 TONI DUGGAN564k
2 LIEKE MARTENS526k
3 EUGÉNIE LE SOMMER497k
4 SIOBHAN CHAMBERLAIN381k
5 ALEXANDRA SCOTT251k
6 SAKINA KARCHAOUI226k
7 JESSICA HOUARA223k
8 GAËTANE THINEY215k
9 STEPHANIE HOUGHTON210k
10 ALEXIA PUTELLAS194k
Players and Social Media6
Where they play
FC BARCELONA FEMENÍTONI DUGGAN, LIEKE MARTENS, ALEXIA PUTELLASOLYMPIQUE LYONNAIS FÉMININEEUGÉNIE LE SOMMER, JESSICA HOUARALIVERPOOL LADIESSIOBHAN CHAMBERLAINARSENAL WOMENALEXANDRA SCOTTMONTPELLIER HSC FÉMININESAKINA KARCHAOUIPARIS FC FÉMININEGAËTANE THINEYMANCHESTER CITY WOMENSTEPHANIE HOUGHTON
Players and Social Media7
1 ENGLAND2.6M
2 FRANCE2.1M
3 NETHERLANDS1.3M
4 SPAIN939k
5 GERMANY698k
6 SWEDEN511k
7 AUSTRIA356k
8 DENMARK348k
9 NORWAY290k
10 ITALY227k
Countries rankings
Players and Social Media8
MIDFIELDER
DEFENDER
GOALKEEPER
1 FORWARD
FOLLOWERS PER POSITION
3.5M
2 2.9M
3 2.7M
4 990k
More data
1 INSTAGRAM
ACCOUNTS PER PLATFORM FOLLOWERS PER PLATFORM
317
2 209
3 143
1 INSTAGRAM5.0M
2 2.8M
3 2.3M
26-32 YEARS OLD
19-25 YEARS OLD
1 33-38 YEARS OLD49k
2 30k
3 18k
AVERAGE FOLLOWERS PER AGE
2017
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Players and Social Media10
Comparative analysis
AVERAGEAGE
Facebook 141kTwitter 68kInstagram 134k
Facebook 11kTwitter 8kInstagram 12k
Facebook (90%)Twitter (100%)Instagram (100%)
Facebook (46%)Twitter (57%)Instagram (86%)
12,627 2,090
Photo (90%)Video (10%)
Photo (94%)Video (6%)
17 posts 7 posts
29 years old 27 years old
AVERAGEFOLLOWERSPER PLATFORM
USE OFPLATFORMS
AVERAGEENGAGEMENTON INSTAGRAM
AVERAGEPHOTO AND VIDEOON INSTAGRAM
AVERAGE MONTHLY POSTSON INSTAGRAM
TOP 10PLAYERS
STATISTIC REST OFPLAYERS
Players and Social Media
Rankings of best European players in social
media are an accurate indicator of the most
developed national markets in the continent. On
the one hand, the personal branding strategy
carried out by each player is crucial to determine
her fan base size. Nevertheless, the amount of
followers that clubs, leagues, tournaments, titles
or sports results can bring represent a cons-
tant-changing formula.
England and France are the evident leaders on
this ranking, accomplishment that is also pre-
sent in countries rankings and in the sports
performance side. Germany is worth mentioning
for its weak relevance in social media, despite
being traditionally very strong on the field. On
the players’ side, Lieke Martens, rewared as The
Best, helped the Netherlands to climb into the
top 3 podium of players and countries rankings.
A bigger high-quality and attractive posts fre-
quency either on Facebook, Twitter and Insta-
gram with more videos, keys from the top 10
players in comparison to the rest. Forwards,
33-38 years old players and, especially, the
general use of Instagram platform are also
worth pointing our for their good results in
social media.
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Learnings
Players and Social Media
1 2 3
Toni Duggan, The Best in social mediaEngland and France are also leaders in digitalMore frequency, more video and in more platforms
Conclusions
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Players and Social Media13
About me
A click in my head lead me to the risky path. It
was the answer to the following question: where
can I have the most fun while having the big-
gest impact? My intuition drove my decision
towards women’s football, a fast-growing sport
with a huge potential. From failing to pass a
recruitment process for LaLiga in its final stage I
became part of the UEFA marketing team at
Women’s Euro 2017, happening in The Nether-
lands. At the Euro, I met first-hand the closeness
and self-improvement spirit of women’s football.
Currently, I lead the communications area of
Naru Sports, a young but experienced company
in women’s football field.
Besides creating content for my blog, I am a
member of Fútbol Para la Igualdad congress
team and I develop strategic and digital marke-
ting consultancy projects for sports entities.
To date, I have written a total of 70 articles, have
participated as speaker in 11 occasions and 1 as
Marketing jury member.
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Players and Social Media15
GermanyAustriaBelgiumDenmarkScotlandSpainFranceNetherlandsEnglandIcelandItalyNorwayPortugalRussiaSwedenSwitzerland
Appendix I: Countries
Players and Social Media
1 Toni Duggan
2 Lieke Martens
3 Eugénie Le Sommer
4 Siobhan Chamberlain
5 Alexandra Scott
6 Sakina Karchaoui
7 Jessica Houara
8 Gaëtane Thiney
9 Stephanie Houghton
10 Alexia Putellas
11 Wendie Renard
12 Amandine Henry
13 Lena Goeßling
14 Lucy Bronze
15 Casey Stoney
16 Nadia Nadim
17 Kosovare Asllani
18 Ada Hegerberg
19 Claire Lavogez
20 Anna Miedema
21 Jill Scott
22 Alex Greenwood
23 Marie-Laure Delie
24 Sara Däbritz
25 Danielle Van de Donk
26 Sarah Bouhaddi
27 Dzsenifer Marozsan
28 Shanice Van de Sanden
29 Martina Rosucci
30 Jackie Groenen
31 Fara Williams
32 Camille Abily
33 Karen Carney
34 Jordan Nobbs
35 Anja Mittag
36 Olga García
37 Lola Gallardo
38 Laura Feiersinger
39 Francesca Kirby
40 Leonie Maier
41 Virginia Torrecilla
42 Karen Bardsley
43 Amanda Sampedro
44 Jennifer Hermoso
45 Lotta Schelin
46 Manuela Zinsberger
47 Pernille Harder
48 Nadezhda Karpova
49 Laura Bassett
50 Jodie Taylor
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Appendix II: Top 50 Rankings
Players and Social Media
Ada HegerbergAgla María AlbertsdóttirAissatou TounkaraAlena BelyaevaAlex GreenwoodAlexandra LópezAlexandra ScottAlexia PutellasAlia GuagniAline ZelerAlmuth SchultAmanda Da CostaAmanda SampedroAmandine HenryAna BorgesAna LeiteAna-Maria CrnogorčevićAnastasiya PozdeevaAndrea PereiraAndreia NortonAndrine HegerbergAngela ChristAnja MittagAnja SønstevoldAnna BelomyttsevaAnna Björk KristjánsdóttirAnna BlässeAnna CholovyagaAnna KozhnikovaAnna MiedemaArna ÁsgrímsdóttirAurora GalliBabett PeterBarbara BonanseaBarbara DunstBárbara LatorreBerglind Björg ÞorvaldsdóttirCamille AbilyCamille CatalaCarina WenningerCarly TelfordCarole CostaCarolin GrössingerCarolin SimonCarolina MendesCaroline AbbéCaroline Graham HansenCaroline SegerCaroline WeirCasey StoneyCecilia SalvaiCecilie FiskerstrandCecilie SandvejCelia JiménezChiara MarchitelliChloe ArthurChristie MurrayCinzia ZehnderClaire LavogezClarisse Le BihanCláudia NetoCristiana GirelliDagný BrynjarsdóttirDaniela SabatinoDaniela StracchiDanielle Van de DonkDaria MakarenkoDavina Philtjens
Davinia VanmechelenDemi StokesDesiree Van LunterenDiana GomesDiana SilvaDiede LemeyDolores SilvaDominique JanssenDzsenifer MarozsanEkaterina MorozovaEkaterina PantyukhinaEkaterina SochnevaElena DanilovaElena LinariElena MorozovaElien Van WynendaeleElín Metta JensenElin RubenssonElisa BartoliElise BussagliaElise ThorsnesElke Van GorpEllen WhiteÉlodie ThomisElvira ZiyastinovaEmelie LundbergEmilie HaaviEmma BerglundErin CuthbertEseosa AigbogunEsther GonzalezEugénie Le SommerEve PerissetFabienne HummFanndís FriðriksdóttirFara WilliamsFátima PintoFederica Di CriscioFiona BrownFrancesca KirbyFrankie BrownFrederikke Skjodt ThogersenFrida MaanumFridolina RolföGaëlle ThalmannGaëtane ThineyGemma FayGéraldine ReutelerGlódís Perla ViggósdóttirGriedge Mbock BathyGuðbjörg GunnarsdóttirGunnhildur Yrsa JónsdóttirGuro ReitenHallbera Guðný GísladóttirHanna FolkessonHanna GlasHarpa ÞorsteinsdóttirHasret KayikciHayley LauderHedvig LindahlHeleen JacquesHilda CarlénHólmfríður MagnúsdóttirIfeoma DiekeIlaria MauroImke CourtoisIngibjörg SigurðardóttirIngrid Hjelmseth
Ingrid Marie SpordIngrid SchjelderupIngrid WoldIngvild IsaksenIrene ParedesIsabel KerschowskiIsobel ChristiansenJackie GroenenJade MooreJamila MarreirosJana BrunnerJana CorynJane RossJanice CaymanJanni Arnth JensenJasmin EderJasmin PfeilerJennifer HermosoJennifer KleinJessica Houara d'Hom-meauxJessica SamuelssonJill RoordJill ScottJoanne LoveJodie TaylorJoelle MurrayJonna AnderssonJordan NobbsJosanne PotterJosefin JohanssonJosephine HenningJulia SpetsmarkJulie BiesmansJustien Simon OdeursKadidiatou DianiKaren BardsleyKaren CarneyKatharina NaschenwengKatharina SchiechtlKathrin Julia HendrichKatja SchroffeneggerKatrín ÁsbjörnsdóttirKatrine VejeKelly ZeemanKika Van EsKirsty SmithKosovare AsllaniKristin DemannKristine LeineKristine MindeLaëtitia PhilippeLana ClellandLara DickenmannLaura BassettLaura BenkarthLaura De NeveLaura DelooseLaura FeiersingerLaura FusettiLaura GeorgesLaura GiulianiLaura LuisLeanne CrichtonLeanne RossLee AlexanderLeila OuahabiLena Goeßling
Lena PetermannLenie OnziaLeonie MaierLia WältiLieke MartensLina MagullLinda DallmannLinda SembrantLinda TucceriLine Geltzer JohansenLine Roddik HansenLine Sigvardsen JensenLineth BeerensteynLisa DahlkvistLisa EvansLisa MakasLisa WeißLisa-Marie UtlandLiza Van der MostLoes GeurtsLola GallardoLorca Van de PutteLotta SchelinLucy BronzeLuna GevitzMagdalena EricssonMaja KildemoesMálfríður Erna SigurðardóttirMandy IslackerMandy Van Den BergManieke Anouk DekkerManuela GiuglianoManuela ZinsbergerMaren MjeldeMargarita ChernomyrdinaMaría LeónMaria Lindblad ChristensenMaría PazMaria ThorisdottirMariasunMarie-Laure DelieMarina FedorovaMarina GeorgievaMarina KiskonenMariona CaldenteyMarta CarissimiMarta CorrederaMarta TorrejónMartina MoserMartina RosucciMatilde FidalgoMaud CoutereelsMelania GabbiadiniMéline GérardMelissa AntunesMeriame TerchounMichaela Van Den BulkMie Leth JansMillie BrightMimmi LarssonMónica MendesNadezhda KarpovaNadezhda SmirnovaNadia NadimNadine ProhaskaNanna ChristiansenNasiba GasanovaNatalya Solodkaya
Nicky EvrardNicky Van Den AbbeeleNicole BillaNicoline SorensenNikita ParrisNilla FischerNina BurgerNoelle MaritzNora Holstad BergeOda BogstadOlga GarcíaOlivia SchoughOnema Grace GeyoroPatricia MoraisPaula NicartPauline HammarlundPernille HarderRachel CorsieRachel MclauchlanRachel RinastRahel KiwicRakel HönnudóttirRamona BachmannRaquel InfanteRenate JansenRute CostaSakina KarchaouiSandie TolettiSandra BetschartSandra JessenSandra PañosSandra SigurðardóttirSandrine MauronSandy IannellaSanne TroelsgaardSara Björk GunnarsdóttirSara DäbritzSara Doorsoun-KhajehSara GamaSara YuceilSarah BouhaddiSarah Dyrehauge HansenSarah PuntigamSarah ZadrazilSari Van VeenendaalSeraina FriedliShanice Van de SandenShannon LynnSherida SpitseSif AtladóttirSigríður Lára GarðarsdóttirSilvia MeseguerSílvia RebeloSimone Boye SorensenSiobhan ChamberlainSippie FolkertsmaSofie Junge PedersenSonný Lára ÞráinsdóttirSophie HowardSophie MaierhoferStefanie EnzingerStefanie Van der GragtStenia MichelStephanie HoughtonStina BlacksteniusStina Lykke PetersenStine Ballisager PedersenStine Larsen
Stine Pettersen ReinåsSuzane PiresSvenja HuthTabea KemmeTatiana PintoTatiana SheykinaTatyana ShcherbakTessa WullaertTheresa NielsenTine Lea De CaignyToni DugganTuva HansenVaila BarsleyValentina CernoiaVanessa BernauerVanessa BürkiVanessa MarquesVanity LewerissaVerena AschauerVicky LosadaViktoria PintherViktoria SchnaderbeckViktoriya ShkodaViola CalligarisVirgina KirchbergerVirginia TorrecillaWendie RenardYana DanielsYulia Grichenko
17
Appendix III: Players
I hope this study has been significantly valuable for you. Helping women’s football professionals’ to improve their marketing decisions is the goal I pursue through my content.
If you have any recommendation, feedback or suggest about content that could be useful for you, do not hesitate to contact me on [email protected]. I will be pleased to listen to it!
Lastly, here you have two extra resources that could be interesting for you:
¡Thank you!
Digital Marketing forFC Barcelona Women’s
Sponsors and SocialMedia in Europe
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