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The Social Champions League the Top 10 Football Teams on Social Media

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The Social Champions League the Top 10 Football Teams on Social Media The Social Champions League The Top 10 Football Teams on Social Media CONTENT QUICK FINDER PAGE Mad about Soccer: A Worldwide Business 04 PAGE Twitter: The Right Hashtags at the Right Moment Top 10: Followers 06 Top 10: Engagement vs Reach Top Hashtags Top Results PAGE Facebook: Celebrities Double the Value Top 10: Fans 12 Top 10: Engagement vs Reach Top Celebrities Top Results PAGE Instagram: Images are the most engaging content Top 10: Followers 18 Top 10: Engagement vs Reach Top Emojis Top Results PAGE Events: It’s Not all About the Followers 24 El Clásico vs Champions League: Who Wins? PAGE Wrap up: Which was the Most Social Team of the 28 Quarter? PAGE Methodology 2017 © TALKWALKER 30 Mad About Soccer: A Worldwide Business Photo credit : Flickr/ Joe Penna (changes were made) THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA From San Francisco to Melbourne, But it’s not just about the European football teams have numbers, trends are also millions of followers and fans important. Our objective was to around the globe. Just consider find useful insights to understand that during May alone, there the reasons behind these numbers were more than 10 million (spoiler: Real Madrid collected conversations around the more than 106M interactions Champions League final teams, in just three months!), and the Juventus and Real Madrid, from all digital strategies that lie behind over the world (below). them, allowing teams to convert followers into fans/consumers In this report, Talkwalker and gain the attention of sponsors and TOK.tv analyzed the willing to invest. performance of the world’s top 20 football teams (the full list Which are the most used hashtags is available in Methodology) to on Twitter? Which team logos rank the 10 highest performers get the most exposure during on Twitter, Facebook and events? Do teams use emojis on Instagram. The ranking was Instagram? The vast majority of created by analyzing the reach football fans on social media are and engagement on official millennials, who interact with the channels as well as their follower world around them through their numbers/fan base growth. smartphones. Which teams are reaching them effectively? © TALKWALKER 2017 TALKWALKER 5 THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA Twitter - The Right Hashtags at the Right Moment Football teams tend to use channel to introduce the hashtag, Twitter mostly to publish news whose importance and value was and updates. Press conferences, immediately clear to the teams transfer news, live updates which made them part of their during games are the main topics digital strategies. Hashtags can tweeted both in a team’s home drive conversations and create language and in others. engagement...but which team makes the most out of them? Twitter was the first social media © TALKWALKER 2017 TALKWALKER 6 THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA Followers - Who’s Growing the Fastest (and Who’s Dropped out of the Top 10) FOLLOWERS Q4 2016 FOLLOWERS Q2 2017 Compared to Q1 of 2016, Galatasaray and Fenerbahçe are the two teams that have dropped out of the top 10. Juventus is the fastest growing team of 2017, thanks to being champions of of Serie A and reaching the Champions League final. © TALKWALKER 2017 TALKWALKER 7 THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA Top 10 - Engagement vs Reach © TALKWALKER 2017 TALKWALKER 8 THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA In terms of engagement, Juventus had a different strategy to other teams: while Real Madrid and Barcelona use match or team related hashtags like #HalaMadrid or #ForcaBarca, Juventus were more creative, tapping into the emotions of fans with hashtags like #ItsTime (created for the Champions League final) which resonated with fans. Top Hashtags on Twitter The most discussed topics on #MUFC plays a big role too: even Twitter highlight the “classic” though Manchester United didn’t hashtags of the Spanish giants - win the Premier League, they #HalaMadrid or #ForçaBarça -, remain the most engaging team of while for Juve #ItsTime was used the English league. more than their main hashtag #finoallafine. © TALKWALKER 2017 TALKWALKER 9 THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA Top Results - The Most Engaging Posts on Twitter The top 3 posts generating the most engagement on Twitter, are related to Real Madrid and Chelsea winning their respective national leagues, while third place is Manchester United’s tweet in support of the victims of the Manchester terrorist attack. Real Madrid’s tweet was shared so extensively that even a month after winning the Champions League it was still generating engagement. © TALKWALKER 2017 TALKWALKER 10 Photo credit : Flickr/ Jan S0L0 (changes were made) THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA Facebook Celebrities Double the Value Facebook is the most used social fans want to take a look at what network in the world with 2 their favorite players do off the billion active users per month and field, know their opinions and see more than 300 million photos if and how they interact with each uploaded every day. Football is other. Cristiano Ronaldo alone has one of the interests that really more fans than his team, so it’s drives activity. Looking at these 40 little wonder many teams focus Facebook stats , we can see that their digital strategies on celebrity the most liked fan pages in the players. world include Cristiano Ronaldo, Real Madrid CF and FC Barcelona. Compared to Twitter, Facebook, is a more emotional social network: © TALKWALKER 2017 TALKWALKER 12 THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA Fans - Is it all about Winning? FANS Q4 2016 FANS Q2 2017 At the end of the 2016/17 season, Real Madrid became the global fan leader on Facebook, surpassing FC Barcelona who were number one at the end of 2016. But in terms of follower growth, it is Juventus who came out on top at +19,4%, with only PSG coming close at +14.3%. AC Milan drop out of the top 10 as Borussia Dortmund jump up to 10th. © TALKWALKER 2017 TALKWALKER 13 THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA Top 10 - Engagement vs Reach © TALKWALKER 2017 TALKWALKER 14 THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA But engaging fans is more important than having a lot of them. FC Barcelona, for example have wider visibility but lower engagement than Real Madrid (106,37M), who used their victorious season, especially their Champions League final victory, to drive fan engagement. Top Celebrities - The Social Champions Among the champions, it’s no Borussia Dortmund’s Thomas surprise that Real Madrid and Tuchel and even Manchester Barcelona’s stars shine brighter United’s former manager Alex than the others, but coaches like Ferguson are mentioned frequently Real Madrid’s Zinedine Zidane, as well. © TALKWALKER 2017 TALKWALKER 15 THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA Top Results - The Most Engaging Posts on Facebook The three most engaging posts on Facebook are all dominated by Real Madrid’s success in the Champions League. No space for other teams, sorry! © TALKWALKER 2017 TALKWALKER 16 THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA Instagram - Images are the Most Engaging Content Type Instagram has more than Analyzing teams’ activities on 700 million monthly active their channels, it becomes clear users, significantly fewer than that although they publish less Facebook’s 2 billion, but still often compared to Facebook remarkable if we consider that the and Twitter, they get higher social network is growing faster engagement. Why? There is and frequently adds new features. nothing better than a great pic of our favorite team, celebrating the best moments of a match. © TALKWALKER 2017 TALKWALKER 18 THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA Instagram Followers - The Turkish March FOLLOWERS Q4 2016 FOLLOWERS Q2 2017 As was the case on Facebook, on Instagram too, Real Madrid surpasses its blaugrana rival. The surprise teams are Galatasaray and Fenerbahçe as these two giants of Turkish football join the top 10. The channel’s stellar growth is impacting the social activity of football teams too. They have a higher level of engagement and more variation in fans/followers growth when compared to Facebook and Twitter, probably thanks to the increasing adoption of Stories as a tool for fan engagement. © TALKWALKER 2017 TALKWALKER 19 THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA Top 10 - Engagement vs Reach © TALKWALKER 2017 TALKWALKER 20 THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA Generally speaking, the In fact, analyzing teams accounts’ engagement level on Instagram is activities, it emerges that FC double that of Facebook and FC Barcelona is the most reactive Barcelona is the team creating the team on Instagram, regularly most interactions. responding to fan comments on their account. Top Emojis on Instagram Instagram is more than images combinations which match teams’ and videos, it is also emotions, in colors such as black and white for fact emojis bring fans’ comments Juventus and blue and red for FC to life, thanks also to color Barcelona. © TALKWALKER 2017 TALKWALKER 21 THE SOCIAL CHAMPIONS LEAGUE - TOP 10 FOOTBALL TEAMS ON SOCIAL MEDIA Top results - The Most Engaging Posts on Instagram Like Facebook, Real Madrid dominates the leaderboard: two out of the top three
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