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European Football Clubs on Twitter in Japan

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European Football Clubs on Twitter in Japan European Football Clubs on Twitter in Japan 22 Clubs Data Analysis Ranking January 2020 www.ganassa.jp European Football Clubs on Twitter in Japan 2020 2019, a Review Twitter is one of the most popular social media in Japan, Our findings confirmed most of what we have Twitter feed and interactions with Japanese fans at and surely the go-to platform for those who want to experienced since we have started to manage football- several levels. discover information about and discuss football. related Twitter accounts four years ago. They are one of several European clubs that understand According to a GlobalWebIndex-Hootsuite/WeAreSocial To begin with, there are two factors that are beyond the the need to cultivate the Japanese audience. It is a survey published in January 2019, Twitter is visited by power of those managing Twitter accounts: the presence practice that requires consistency and patience, and is 49% of Japanese Internet users, meaning nearly 40 and quality of the performance of Japanese players, and implemented by others as well, including for example million people. the results of the club. runner-ups Real Madrid, or Juventus, Marseille, Schalke 04, SD Eibar, and more. It is an ideal media for the Japanese: portable device- Be that as it may, there are editorial practices that can friendly, easy to use, and guaranteeing a high level of result in a better performance: localization of graphics privacy. and video clips, fans engagement, and the overall creativity and quality of the feed. With top clubs such as AS Roma, Liverpool FC, and hopefully others joining Twitter in Japan, the presence of Among the countless feeds dedicated to football, by the European clubs accounts will be even more engaging in end of 2019 we counted 28 European clubs running 2020, supporting the growth of football fans in the Far accounts in Japanese, a number that can be rounded up East, and offering new opportunities for cooperation and to 30, if we include the two feeds managed by LaLiga monetization in Japan. and Bundesliga. The data contained in this report gives a clear idea of the variances some accounts experience depending on the The scope of this research, the first ever on this topic, is arrival or the departure of a Japanese player. However, to examine 22 European clubs’ approach to their our yearly winners Real Betis showed how, despite Japanese audience through Twitter. Our final goal is to losing both of their Japanese players in 2019, it was Cesare Polenghi begin defining what are the elements that determine possible to use the opportunity of their presence for one MD at Ganassa LLC, Tokyo. success among Japanese football fans. season to create a link with Japan, fostered by a vibrant European Football Clubs on Twitter in Japan 2020 The Relevance of Twitter in Japan TWITTER Yearly Ranking European Football Clubs on Twitter in Japan, 2020 European Football Clubs on Twitter in Japan 2020 About the Ranking This is the first survey on European UD Almeria as well was excluded as the 4. Content evaluation, provided by Football Club's activities on Twitter in majority of the followers are not Japanese freelance journalist Japan. Japanese. Finally, AS Roma and Wataru Funaki (@watarufunaki). Liverpool's opened in late November and Sample data were gathered over a December, respectively and did not All data updated through December 2, period of fifteen days between November make the cut for this survey. 2019. 18 and December 2, 2019. The period Disclaimer: the information contained included one midweek round of UEFA There were four criteria used to rank the herein is of a general nature and is not Champions League and Europa League. 22 clubs and their activity on Twitter in intended to address the circumstances Japan: of any particular individual or entity. Followers' numbers, both for total and Although we strive to provide accurate for calculations on engagement were 1. Number of followers, (absolute total and timely information, there can be no recorded on December 1, 2019. in Japan, and percentage of guarantee that such information is Japanese followers vs. native accurate as of the date it is received or The survey covers 22 European football language account’s followers) that it will continue to be accurate in the clubs that have active official Twitter 2. Localization, mostly the number of future. accounts in Japanese. Zaragoza, Cadiz graphics and videos that are and Elche were not considered, as on translated into Japanese, plus links No one should act on such information December 1st they had less than 1,000 to a Japanese website for extended without appropriate professional advice followers. content. after a thorough examination of the 3. Engagement, the average number particular situation. of comments, retweets and likes that show user's participation European Football Clubs on Twitter in Japan 2020 Criteria’s Details Followers Localization Less than 5,000 followers = 1 point Less than 0,5 localized graphic/wk = 0 points 5000-9,999 followers = 2 points 0,5-1,99 localized graphics/wk = 1 point 10,000-49,999 followers = 3 points 2-2,99 localized graphics/wk = 2 point 50,000-99,999 followers = 4 points 3 or more localized graphics/wk = 3 points 100,000 or more followers = 5 points 1 to 8 0 to 7 Less than 0,5 subtitled video/wk = 0 points points 0-0.49% of native followers = 0 points points 0,5-1,9 subtitled videos/wk = 1 point 0.5-0.99% of native followers = 1 point 2-2,9 subtitled videos/wk = 2 points 1-4.99% of native followers = 2 points 3 or more subtitled videos/wk = 3 points 5% or more of native followers = 3 points__ Links to the official website in Japanese = 1 point Maximum achievable points: Engagement 25 Content Value Calculated with the formula: Evaluated and ranked from 1-5 by ((Comments+Retweets+Like)/Followers)/ Wataru Funaki, a Portugal-based Average number of daily tweets over 15 Japanese free-lance Twitter expert who days x 100 writes mostly for footballchannel.jp Below 0.10 = 1 point Poor language/information feed = 1 point 1 to 5 0.10 to 0.19 = 2 points 1 to 5 Average feed = 2 points points 0.20 to 0.49 = 3 points points Good quality feed = 3 points 0.50 to 0.99 = 4 points Excellent quality feed = 4 points More than 1.00 = 5 points Top quality feed = 5 points European Football Clubs on Twitter in Japan 2020 Followers Between Between Between 400,000 100,000 50,000 10,000 5,000 Less than or more and 99,999 and 49,999 and 9,999 5,000 Followers Followers Followers Followers Followers 5Points 4Points 3Points 2Points 1Point 300,000 200,000 100,000 PSG Eibar Zenit STVV Sevilla Huesca Bremen Chelsea Salzburg Juventus Marseille Frankfurt Man. City Barcelona Real Betis Real Groningen Düsseldorf Schalke 04 Schalke 1. Mainz 05 Real Madrid Real Man. United Inter Milano European Football Clubs on Twitter in Japan 2020 Yearly Trends I - El Clasico on Twitter in Japan Real Madrid Barcelona Followers 400,000 Takefusa Kubo joins Real Madrid 360,000 Takefusa Kubo News of a Takefusa Kubo is loaned out to transfer to Real Madrid RCD Mallorca begin to spread in Japan 320,000 Hiroki Abe joins Barcelona B 280,000 Barcelona play two games in Tokyo and Kobe 240,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec European Football Clubs on Twitter in Japan 2020 Yearly Trends II - The Race to 100,000 Man City Man Utd Schalke Juventus Chelsea Followers 75,000 Schalke have been leaking followers since Atsuto Uchida 70,000 left in August 2017 65,000 Man City play a match in Man City announces Yokohama 60,000 Japan summer tour Man City completes 55,000 Ko Itakura’s acquisition Chelsea play two games in 50,000 Tokyo and Kobe 45,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec European Football Clubs on Twitter in Japan 2020 Yearly Trends III - Clubs with Japanese Players Marseille Frankfurt STVV Groningnen Bremen RB Salzburg Eibar Dusseldorf Huesca Followers 15,000 Summer transfers determine changes in most clubs trading Japanese players 12,500 10,000 7,500 5,000 2,500 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec European Football Clubs on Twitter in Japan 2020 Yearly Trends IV - Clubs that lost Japanese Players Real Betis Groningnen Dusseldorf Followers 10,000 Takashi Inui is loaned to Takashi Inui Deportivo Alaves moves to SD Eibar 8,000 Takashi Inui temporarily returns Ritsu Doan 6,000 to Real Betis moves to PSV Takashi Usami returns to 4,000 Augsburg 2,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec European Football Clubs on Twitter in Japan 2020 Japanese vs Domestic Followers Ranking Club Percentage Ranking Club Percentage Ranking Club Percentage 1st STTV 72.44% 9th Fortuna Düsseldorf 1.51% 17th Chelsea 0.41% 2nd 1. FSV Mainz 05 15.05% 10th Barcelona 1.37% 17th Marseille 0.41% 3rd Salzburg 11.10% 11th Inter Milano 1.30% 19th Sevilla 0.38% 4th Schalke 04 9.88% 12th Real Madrid 1.14% 20th Man. United 0.35% 5th Groningen 9.24% 12th Werder Bremen 1.14% 21st Zenit 0.26% ⬆Above 5% - 3 points 6th Eintracht Frankfurt 2.30% 14th Real Betis 1.01% 22nd PSG 0.14% ⬆Between 1% and 4.99% - 2 points 7th Eibar 2.19% 15th Man. City 0.98% 8th Huesca 1.77% 16th Juventus 0.79% ⬆Between 0.5% and 0.99% - 1 point European Football Clubs on Twitter in Japan 2020 Localization Points Points 7 5Points 4 Point 3Points 2Points 1 European Football Clubs on Twitter in Japan 2020 Engagement Ranking Club Engagement Rate Ranking Club Engagement Rate Ranking Club Engagement Rate 1st Salzburg 3.23 9th Zenit 0.72 17th Chelsea 0.16 2nd Eibar 2.45 10th Eintracht Frankfurt 0.61 18th Real Madrid 0.15 3rd Groningen 2.41 11th Man.
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