January 2018 January Who succeeds and why? Who succeeds and Players andSocial Media: Players 20170719 WEURO ENG SCO 6052 by Ailura, CC BY-SA 3.0 AT 3.0 CC BY-SA Ailura, 20170719 WEURO ENG SCO 6052 by https://commons.wikimedia.org/wiki/File:20170719 at Available the file is licensed under This _WEURO_ENG_SCO_6052.jpg. license. Austria 3.0 Alike Share Attribution Commons Creative Introduction Current 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 Methodology This 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. 2 Players and Social Media Content 1 Players rankings 2 Where they play 3 Countries rankings 4 More data 5 Comparative Analysis 6 Learnings 7 Conclusions 8 About me 9 Appendix 3 Players and Social Media 4 Sakina Karchaoui - France vs Germany - SheBelieves Cup - Red Bull Arena - Harrison, NJ 2017-03-04.jpg Arena Bull Cup - Red - SheBelieves Germany vs - France Sakina Karchaoui https://en.wikipedia.org/wiki/Sakina_Karchaoui#/media/File:Sakina_Karchaoui at Available Adler. Bruce by _-_France_vs_Germany_-_SheBelieves_Cup_-_Red_Bull_Arena_-_Harrison,_NJ_-_2017-03-04.jpg. License. International 4.0 Attribution Commons the Creative file is licensed under This Players rankings TONI DUGGAN 1 564k LIEKE MARTENS 2 526k EUGÉNIE LE SOMMER 3 497k SIOBHAN CHAMBERLAIN 4 381k ALEXANDRA SCOTT 5 251k SAKINA KARCHAOUI 6 226k JESSICA HOUARA 7 223k GAËTANE THINEY 8 215k STEPHANIE HOUGHTON 9 210k ALEXIA PUTELLAS 10 194k 5 Players and Social Media Where they play FC BARCELONA FEMENÍ TONI DUGGAN, LIEKE MARTENS, ALEXIA PUTELLAS OLYMPIQUE LYONNAIS FÉMININE EUGÉNIE LE SOMMER, JESSICA HOUARA LIVERPOOL LADIES SIOBHAN CHAMBERLAIN ARSENAL WOMEN ALEXANDRA SCOTT MONTPELLIER HSC FÉMININE SAKINA KARCHAOUI PARIS FC FÉMININE GAËTANE THINEY MANCHESTER CITY WOMEN STEPHANIE HOUGHTON 6 Players and Social Media Countries rankings ENGLAND 1 2.6M FRANCE 2 2.1M NETHERLANDS 3 1.3M SPAIN 4 939k GERMANY 5 698k SWEDEN 6 511k AUSTRIA 7 356k DENMARK 8 348k NORWAY 9 290k ITALY 10 227k 7 Players and Social Media More data FOLLOWERS PER POSITION AVERAGE FOLLOWERS PER AGE FORWARD 33-38 YEARS OLD 1 3.5M 1 49k MIDFIELDER 26-32 YEARS OLD 2 2.9M 2 30k DEFENDER 19-25 YEARS OLD 3 2.7M 3 18k GOALKEEPER 4 990k ACCOUNTS PER PLATFORM FOLLOWERS PER PLATFORM INSTAGRAM INSTAGRAM 1 317 1 5.0M TWITTER FACEBOOK 2 209 2 2.8M FACEBOOK TWITTER 3 143 3 2.3M 8 Players and Social Media 9 20170721_WEURO_GER_ITA_7842.jpg by Ailura, CC BY-SA 3.0 AT 3.0 CC BY-SA Ailura, by 20170721_WEURO_GER_ITA_7842.jpg athttps://commons.wikimedia.org/wiki/File:20170721 Available the file is licensed under This _WEURO_GER_ITA_7842.jpg. license. Austria 3.0 Alike Share Attribution Commons Creative Comparative analysis STATISTIC TOP 10 REST OF PLAYERS PLAYERS AVERAGE Facebook 141k Facebook 11k FOLLOWERS Twitter 68k Twitter 8k PER PLATFORM Instagram 134k Instagram 12k Facebook (90%) Facebook (46%) USE OF Twitter (100%) Twitter (57%) PLATFORMS Instagram (100%) Instagram (86%) AVERAGE ENGAGEMENT 12,627 2,090 ON INSTAGRAM AVERAGE Photo (90%) Photo (94%) PHOTO AND VIDEO Video (10%) Video (6%) ON INSTAGRAM AVERAGE MONTHLY 17 posts 7 posts POSTS ON INSTAGRAM AVERAGE 29 years old 27 years old AGE 10 Players and Social Media Learnings 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. 11 Players and Social Media Conclusions 1 Toni Duggan, The Best in social media 2 England and France are also leaders in digital 3 More frequency, more video and in more platforms 12 Players and Social Media 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. [email protected] www.xavibove.es 13 Players and Social Media 14 20170716 WEURO NED NOR 3522.jpg by Ailura, CC BY-SA 3.0 AT 3.0 CC BY-SA Ailura, by 20170716 WEURO NED NOR 3522.jpg https://commons.wikimedia.org/wiki/User:Ailura/ at Available the Creative file is licensed under This gallery/Fussball_2017. Austria 3.0 Alike license. Commons Attribution Share Appendix I: Countries Germany Austria Belgium Denmark Scotland Spain France Netherlands England Iceland Italy Norway Portugal Russia Sweden Switzerland 15 Players and Social Media Appendix II: Top 50 Rankings 1 Toni Duggan 26 Sarah Bouhaddi 2 Lieke Martens 27 Dzsenifer Marozsan 3 Eugénie Le Sommer 28 Shanice Van de Sanden 4 Siobhan Chamberlain 29 Martina Rosucci 5 Alexandra Scott 30 Jackie Groenen 6 Sakina Karchaoui 31 Fara Williams 7 Jessica Houara 32 Camille Abily 8 Gaëtane Thiney 33 Karen Carney 9 Stephanie Houghton 34 Jordan Nobbs 10 Alexia Putellas 35 Anja Mittag 11 Wendie Renard 36 Olga García 12 Amandine Henry 37 Lola Gallardo 13 Lena Goeßling 38 Laura Feiersinger 14 Lucy Bronze 39 Francesca Kirby 15 Casey Stoney 40 Leonie Maier 16 Nadia Nadim 41 Virginia Torrecilla 17 Kosovare Asllani 42 Karen Bardsley 18 Ada Hegerberg 43 Amanda Sampedro 19 Claire Lavogez 44 Jennifer Hermoso 20 Anna Miedema 45 Lotta Schelin 21 Jill Scott 46 Manuela Zinsberger 22 Alex Greenwood 47 Pernille Harder 23 Marie-Laure Delie 48 Nadezhda Karpova 24 Sara Däbritz 49 Laura Bassett 25 Danielle Van de Donk 50 Jodie Taylor 16 Players and Social Media Appendix III: Players Ada Hegerberg Davinia Vanmechelen Ingrid Marie Spord Lena Petermann Nicky Evrard Stine Pettersen Reinås Agla María Albertsdóttir Demi Stokes Ingrid Schjelderup Lenie Onzia Nicky Van Den Abbeele Suzane Pires Aissatou Tounkara Desiree Van Lunteren Ingrid Wold Leonie Maier Nicole Billa Svenja Huth Alena Belyaeva Diana Gomes Ingvild Isaksen Lia Wälti Nicoline Sorensen Tabea Kemme Alex Greenwood Diana Silva Irene Paredes Lieke Martens Nikita Parris Tatiana Pinto Alexandra López Diede Lemey Isabel Kerschowski Lina Magull Nilla Fischer Tatiana Sheykina Alexandra Scott Dolores Silva Isobel Christiansen Linda Dallmann Nina Burger Tatyana Shcherbak Alexia Putellas Dominique Janssen Jackie Groenen Linda Sembrant Noelle Maritz Tessa Wullaert Alia Guagni Dzsenifer Marozsan Jade Moore Linda Tucceri Nora Holstad Berge Theresa Nielsen Aline Zeler Ekaterina Morozova Jamila Marreiros Line Geltzer Johansen Oda Bogstad Tine Lea De Caigny Almuth Schult Ekaterina Pantyukhina Jana Brunner Line Roddik Hansen Olga García Toni Duggan Amanda Da Costa Ekaterina Sochneva Jana Coryn Line Sigvardsen Jensen Olivia Schough Tuva Hansen Amanda Sampedro Elena Danilova Jane Ross Lineth Beerensteyn Onema Grace Geyoro Vaila Barsley Amandine Henry Elena Linari Janice