Your SlideShare is downloading. ×
0
USA Sports on Chinese Social Media
USA Sports on Chinese Social Media
USA Sports on Chinese Social Media
USA Sports on Chinese Social Media
USA Sports on Chinese Social Media
USA Sports on Chinese Social Media
USA Sports on Chinese Social Media
USA Sports on Chinese Social Media
USA Sports on Chinese Social Media
USA Sports on Chinese Social Media
USA Sports on Chinese Social Media
USA Sports on Chinese Social Media
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

USA Sports on Chinese Social Media

206

Published on

The team at Mailman took a look at the presence of major US sports leagues and their individual team presences across Weibo, China’s number one social media channel. Using KAWO technology we compared …

The team at Mailman took a look at the presence of major US sports leagues and their individual team presences across Weibo, China’s number one social media channel. Using KAWO technology we compared 5 major sports associations new to Chinese social media: the NFL, UFC, NHL, MLB and MLS, analysing their presences against each other.

Published in: Sports, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
206
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. US Sports on Chinese Social Media 2014 Powered by
  • 2. The NBA found success early in the Chinese market; but now the other major American sports are hot on their heels. China’s sports industry is experiencing huge growth and other US sports are fast realizing the potential of the China market. We decided to take a look at how these sports are catching up and which will be the next BIG thing in China. Powered by
  • 3. SPORT MENTIONS FOLLOWERS ENGAGEMENT ACCOUNTS NFL 16,105 360,000 15 4 UFC 36,685 33,000 25 3 MLB 547 2,000 7 0 NHL 977 2,000 8 1 MLS 378 N/A N/A 1 Powered by
  • 4. Mentions The number of times each league was mentioned on Sina Weibo throughout February 2014. Followers The total number of followers on each league’s official Sina Weibo account. Official Accounts The number of franchise accounts from each league or fighter accounts. Engagement The average number of forwards and comments of each accounts previous 10 posts. Assessment Criteria. Powered by
  • 5. The NFL has the largest follower base and number of official accounts, with the four 2014 semi-finalists all online. Despite the NFL launching an online presence back in 2010, their engagement has not seen high levels of growth, with the fans demanding more engaging content. 16,105mentions on Sina Weibo in 30 days NFL: most followers www.kawo.com 354,000 Weibo followers 16,105 mentions on Sina Weibo in 30 days 360,000 Weibo followers 15 fwds+coms per post 4 official accounts Insight: Support from four franchises provides a strong foundation for new teams to join online. What the fans think: ‘Now this is a man’ s sport, speed, strength, passion, it get’ s me so excited’ Powered by
  • 6. 36,685 mentions on Sina Weibo in 30 days 33,000 Weibo followers 25 fwds+coms per post 3 official accounts Insight: fans have become passionate about this high-octane sport where several fighters have Chinese heritage. What the fans think: “I expect its popularity to be soon on a par with the NBA.” The UFC has quickly become a sensation in China and online sentiment suggests that UFC will become even more popular. The UFC was mentioned over 35,000 in online discussions and has the strongest engagement of the US challenger sports in this study. UFC: most engaged. Powered by
  • 7. The MLB, with just over 2,000 followers and a low level of engagement, is facing the challenges of the Chinese social media landscape. However, the MLB has in place three training academies and an official store in China, a key source for ROI. MLB: strong grassroots www.kawo.com 547 mentions on Sina Weibo in 30 days 2,000 Weibo followers 7 fwds+coms per post 0 official accounts Insight: Known as ‘America's pastime’, the MLB can use its rich history and tradition to educate Chinese fans. What the fans think: “I’ve fallen in love with Baseball.” Powered by
  • 8. 977mentions on Sina Weibo in 30 days The NHL’s account has been inactive since Oct 2013, leaving their Chinese fans without any content for over 5 months. However, the Toronto Maple Leafs has built an active following of 10,000 fans, representing a great opportunity for other teams. NHL: rising popularity www.kawo.com 2,000 Weibo followers 977 mentions on Sina Weibo in 30 days 2,000 Weibo followers 8 fwds+coms per post 1 official accounts Insight: Following the Sochi Olympics, Chinese interest in winter sports has seen a sharp increase providing a great opportunity to the NHL. What the fans think: “NHL matches are non-stop entertainment, it’s so exciting to watch.” Powered by
  • 9. 378mentions on Sina Weibo in 30 days The MLS is a late bloomer in the US and in China, currently without an official account and with only Toronto FC representing the league online. The MLS however is the only sport out of these that is played in China by the masses, giving it an advantage in terms of awareness and understanding. MLS: biggest opportunity www.kawo.com n/a Weibo followers 378 mentions on Sina Weibo in 30 days N/A Weibo followers N/A fwds+coms per post 1 official accounts Insight: #1 reason for Chinese fans to follow a football team, is the presence of celebrity players. What the fans think: “The MLS league has some great players now, with many of them being able to compete with the best in Europe.” Powered by
  • 10. The data shown here indicates that US Sports are collectively making a serious push within the Chinese market. This effort appears to have been driven by the leagues themselves rather than by individual teams, as is the case in European football. It is a strategy which produced outstanding results for the NBA, however to demonstrate solidarity amongst all teams & players within each sports code, results have shown that the sports which created a group of official accounts have been most successful. A winning formula. Powered by
  • 11. ★ Official accounts - increase the number of these accounts to drive awareness around the sport and the individual teams/athletes ★ Educational content - demonstrate the background and technical side of the sport ★ On the ground presence - events, training academies, and star visits What’s next for US sports in China? Powered by
  • 12. thanks for listening ;) to learn more contact david@mailmangroup.com for our case studies see here Mailman uses KAWO to power its social media. KAWO is a specialist Chinese marketing platform for the sports industry. KAWO provides multi network promotion, social media insights, brand protection, translation and competitive intelligence. Powered by

×