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TOP PLAYERS SOCIAL MEDIA
ENGAGEMENT REPORT
London – Barcelona, September 2015
1. Technical sheet
2. Football players and overall engagement
3. Most engaging commercial posts
4. Uplift when brands post...
• Data included refer to top20 players with the most followers
across most popular social networks (Chinese not included)
...
Cristiano Ronaldo stands out as the most followed player with a global reach of more
than 150m. Neymar and Messi (with no ...
Each Ronaldo post generates in average a whopping 2mio engagements,
followed by Messi (1,7m) and Neymar (1,4m)
(‘000) Enga...
1.39%
2.02%
1.04%
1.50%
0.78%0.92%1.00%0.71%
0.81%0.96%
0.46%
0.89%
0.95%
1.08%
0.56%
0.45%0.68%0.41%0.21%0.31%
7.26%
5.89...
There is a big gap in terms of engagement between the three platforms. Twitter
only reaches an average engagement level of...
(45%)
(2%) (2%)
(55%)
(98%) (98%)
(%) Engagements
TYPES OF ENGAGEMENT IN EACH NETWORK
8
Likes
Comments/Shares
Favourites
*...
24
34
43 46 46
55 56 56 59
78 81 84
97 97
109
120 124
156
167
172
Neymar Jr is the most active player on social media and ...
(1,067)
(1,213)
(670)
Players have found a good balance between their jobs, their personal lives and their
commercial obli...
4,940
3,404
3,075 2,814 2,703 2,573 2,362
1,977 1,928 1,918
Neymar Jr Messi Cristiano
Ronaldo
Messi Messi Cristiano
Ronald...
MOST SUCCESSFUL POSTS – TOTAL ENGAGEMENT*
12
* Total number of Likes, Comments, Shares, RT and Favourites per post
Posted ...
16.59%
12.88% 12.24% 11.94% 11.45% 11.04% 10.73% 10.65% 10.40% 10.08%
Sergio
Ramos
Luis Suárez Gerard
Piqué
Sergio
Ramos
L...
MOST SUCCESSFUL POSTS – % OF ENGAGEMENT
14
Posted on June 7th.
Engagement: +12.88%
Examples shown are the 4 most successfu...
1. Technical sheet
2. Football players and overall engagement
3. Most engaging commercial posts
4. Uplift when brands post...
3,075
1,783
1,555 1,407 1,234 1,163 1,125 1,118 1,043 1,020
Cristiano
Ronaldo
Cristiano
Ronaldo
Cristiano
Ronaldo
Cristian...
MOST SUCCESSFUL COMMERCIAL POSTS – TOTAL ENGAGEMENT*
17
* Total number of Likes, Comments, Shares, RT and Favourites per p...
7,82%
6,83%
6,43% 6,13% 6,10% 6,06% 5,99% 5,86% 5,82% 5,80%
Gerard
Piqué
Ibrahimovic Cristiano
Ronaldo
Gareth
Bale
Kun Agü...
EXAMPLES: MOST SUCCESSFUL COMMERCIAL POSTS – % OF ENGAGEMENT*
19
Examples shown are the 4 most successful posts
Posted on ...
(%) Engagements
AVG. ENGAGEMENT OF EACH PLATFORM (%) – COMMERCIAL POSTS
20
Likes
Comments/Shares
Favourites
Average number...
52%
39% 37%
30% 29% 28% 27% 25% 24% 22%
18% 18% 18% 17% 15% 14% 12% 11%
8% 6%
Cristiano Ronaldo includes the most commerci...
There is a fine line separating pure ads from those which look more organic.
Managing to make commercial posts look natura...
1. Technical sheet
2. Football players and overall engagement
3. Most engaging commercial posts
4. Uplift when brands post...
Blue chip brands such as Nike, Puma, Beats or Sony have enjoyed a massive 46%
extra engagement when using the athletes the...
1. Technical sheet
2. Football players and overall engagement
3. Most engaging commercial posts
4. Uplift when brands post...
 Sponsors recruiting
 Media relationships
 Social networks
 Brand positioning & development
 Player representation
 ...
CONTACT DETAILS
Esteve Calzada
Group CEO
esteve.calzada@primetimesport.com
+44 7741 3763 20
+34 669 84 24 46
Bruno Batlle
...
Social Media Engagement report by Prime Time Sport
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Social Media Engagement report by Prime Time Sport

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At Prime Time Sport we love number crunching, another report comes-up just one week after launching most successful Soccerex Transfer Review ever.

This time we have analyzed 3,000 posts by most prolific footballers in the planet to come-up with our very first “Players Social Media Engagement Report”. Opposite to information we are used to see published in the media about players social media accounts, the report focuses on the engagement generated by posts on Instagram, Twitter and Facebook, in terms of likes and comments interaction.

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Social Media Engagement report by Prime Time Sport

  1. 1. TOP PLAYERS SOCIAL MEDIA ENGAGEMENT REPORT London – Barcelona, September 2015
  2. 2. 1. Technical sheet 2. Football players and overall engagement 3. Most engaging commercial posts 4. Uplift when brands post featuring athletes 5. About PTS 2 SOCIAL MEDIA ENGAGEMENT REPORT
  3. 3. • Data included refer to top20 players with the most followers across most popular social networks (Chinese not included) • Social networks included: Twitter, Facebook and Instagram. • Considers last 50 posts in each Social Network from the collection date (data collected between April and June 2015). Total of posts analyzed: 3,000 • Engagement description: Twitter – Retweets and favorites Facebook – Likes and comments Instagram – Likes and comments • Other engagement parameters like shares or views not included • Project leader: Marc Valls • Coordinator: Aleix Piqué • Analyst: Alex Mas TECHNICAL SHEET 3 SPECIFICATIONS TEAM
  4. 4. Cristiano Ronaldo stands out as the most followed player with a global reach of more than 150m. Neymar and Messi (with no Twitter account due to Weibo agreement) follow at distance and almost double those right after (led by Kaka) (‘000) Followers MOST SUCCESSFUL PLAYERS ON SOCIAL MEDIA 4 Facebook Twitter Instagram *Because of an exclusive agreement with Weibo (20.5m followers), Messi doesn’t own an official Twitter account
  5. 5. Each Ronaldo post generates in average a whopping 2mio engagements, followed by Messi (1,7m) and Neymar (1,4m) (‘000) Engagements TOTAL ENGAGEMENT PER POST - ALL POSTS* 5 1,985 * 50 posts in each network per player. Average number of Likes, Comments, Shares, RT and Favourites per post 1,436 1,659 199 269 850 431 243 398 511 282 336 427 359 444 224 173 77 470 164 Facebook Twitter Instagram
  6. 6. 1.39% 2.02% 1.04% 1.50% 0.78%0.92%1.00%0.71% 0.81%0.96% 0.46% 0.89% 0.95% 1.08% 0.56% 0.45%0.68%0.41%0.21%0.31% 7.26% 5.89% 5.54% 4.74% 5.44% 5.25% 4.98% 4.94% 4.77% 4.55% 4.91% 4.24% 4.04% 3.87% 4.41% 3.73% 3.16% 3.28% 3.43% 2.46% Real Madrid’s Sergio Ramos has the best engagement conversion, with 8,8% of posts provoking reaction from followers. Suárez follows with 8,2% and Messi with 6,6%. Instagram has the most interactive users (%) Engagements ENGAGEMENT PER POST* - % 6 * 50 posts in each network per player. Average number of Likes, Comments, Shares, RT and Favourites per post Average engagement on Twitter: 0.095% Facebook Twitter Instagram
  7. 7. There is a big gap in terms of engagement between the three platforms. Twitter only reaches an average engagement level of around 0.1%, whereas Instagram, on the other end, reaches a remarkable 4.54% (%) Engagements AVERAGE ENGAGEMENT OF EACH NETWORK (%) – ALL POSTS* 7 Likes Comments/Shares Favourites * 50 posts in each network per player. Average number of Likes, Comments, Shares, RT and Favourites per post RT 0.045% 0.056% 0.845% 4.47% 0.10% 0.86% 4.54% 0.011% 0.072% Twitter Facebook Instagram
  8. 8. (45%) (2%) (2%) (55%) (98%) (98%) (%) Engagements TYPES OF ENGAGEMENT IN EACH NETWORK 8 Likes Comments/Shares Favourites * 50 posts in each network. Average number of Likes, Comments, Shares, RT and Favourites per post RT RT Favourites Likes Likes 100% 100% 100% Twitter Facebook Instagram
  9. 9. 24 34 43 46 46 55 56 56 59 78 81 84 97 97 109 120 124 156 167 172 Neymar Jr is the most active player on social media and he only needed 24 days to reach 50 posts on his favorite platform (Instagram), followed by 2 Brazilian players also (Ronaldinho and Kaka). Sergio Ramos, who needed almost 6 months to reach 50 tweets Days MOST ACTIVE PLAYERS IN SOCIAL MEDIA* 9 * Time needed to reach 50 posts on the Social Network most frequently used Facebook Twitter Instagram
  10. 10. (1,067) (1,213) (670) Players have found a good balance between their jobs, their personal lives and their commercial obligations. Posts about their day to day lives represent a 77.3% of their posts, in front of only a 22.7% of commercial posts % TYPES OF POSTS - % 10 Total 2950 posts 36.2% 41.1% 22.7% Football Personal life Commercial
  11. 11. 4,940 3,404 3,075 2,814 2,703 2,573 2,362 1,977 1,928 1,918 Neymar Jr Messi Cristiano Ronaldo Messi Messi Cristiano Ronaldo Cristiano Ronaldo Cristiano Ronaldo Neymar Jr Messi A Facebook post by Neymar with his son was the most successful, with almost 5m engagements, followed by Messi’s one with Champions trophy (3,4m) and Ronaldo with his new boots (3,1m for the joy of Nike) Engagements (‘000) TOP 10: MOST SUCCESSFUL POSTS – TOTAL ENGAGEMENT* 11 Football Personal life Commercial * Total number of Likes, Comments, Shares, RT and Favourites per post Champions With his son Nike – new boots Copa winners Selfie in the car With his son 5 goals Good morning Sant Jordi La Liga winners All most engaging posts are from Facebook
  12. 12. MOST SUCCESSFUL POSTS – TOTAL ENGAGEMENT* 12 * Total number of Likes, Comments, Shares, RT and Favourites per post Posted on May 23rd. Engagements: +3,405,000 Posted on May 30th. Engagements: +2,814,000 Examples shown are the 4 most successful posts
  13. 13. 16.59% 12.88% 12.24% 11.94% 11.45% 11.04% 10.73% 10.65% 10.40% 10.08% Sergio Ramos Luis Suárez Gerard Piqué Sergio Ramos Luis Suárez Gerard Piqué L. Suárez L. Suárez Sergio Ramos Gerard Piqué Having the most followers doesn’t necessarily mean having the most engaged audience. Gerard Piqué, Sergio Ramos and Luis Suárez are leading the ranking with their Instagram posts, which normally have engagement levels of 10% or more Engagements (%) TOP 10: MOST SUCCESSFUL POSTS – % OF ENGAGEMENT 13 Football Personal life Commercial Champions New son announcement With kids With Messi Great manager Champions Thanks love Champions LeagueBeautiful UNICEF All most engaging posts are from Instagram
  14. 14. MOST SUCCESSFUL POSTS – % OF ENGAGEMENT 14 Posted on June 7th. Engagement: +12.88% Examples shown are the 4 most successful posts
  15. 15. 1. Technical sheet 2. Football players and overall engagement 3. Most engaging commercial posts 4. Uplift when brands post featuring athletes 5. About PTS 15 SOCIAL MEDIA ENGAGEMENT REPORT
  16. 16. 3,075 1,783 1,555 1,407 1,234 1,163 1,125 1,118 1,043 1,020 Cristiano Ronaldo Cristiano Ronaldo Cristiano Ronaldo Cristiano Ronaldo Cristiano Ronaldo Cristiano Ronaldo Cristiano Ronaldo Cristiano Ronaldo Cristiano Ronaldo Cristiano Ronaldo Ronaldo owns the commercial ranking exclusively and his posts on Facebook and Instagram can get over 1m engagements and as much as 3m. Portuguese icon is undoubtedly most wanted and successful social media commercial platform Engagements (‘000) TOP 10: MOST SUCCESSFUL COMMERCIAL POSTS – TOTAL ENGAGEMENT* 16* Total number of Likes, Comments, Shares, RT and Favourites per post Joke on Quaresma - Nike New boots - Nike CR7 Shirts CR7 Footwear CR7 Underwear Joke on Quaresma - Nike Herbalife CR7 Underwear Sacoor Brothers New boots - Nike Facebook Twitter Instagram
  17. 17. MOST SUCCESSFUL COMMERCIAL POSTS – TOTAL ENGAGEMENT* 17 * Total number of Likes, Comments, Shares, RT and Favourites per post Examples shown are the 4 most successful posts Posted on March 26th. Engagements: +1,783,000 Posted on February 15th. Engagements: +1,407,000
  18. 18. 7,82% 6,83% 6,43% 6,13% 6,10% 6,06% 5,99% 5,86% 5,82% 5,80% Gerard Piqué Ibrahimovic Cristiano Ronaldo Gareth Bale Kun Agüero Cristiano Ronaldo Ibrahimovic Cristiano Ronaldo Cristiano Ronaldo Messi Engagements (%) TOP 10: MOST SUCCESSFUL COMMERCIAL POSTS – % OF ENGAGEMENT* 18 Burger with Shakira Vitamin Well New boots - Nike All most engaging posts are from Instagram Auto Vivendi CR7 Underwear New boots - Nike Herbalife Puma – Marco Reus Adidas Vitamin Well Instagram also presents the highest levels of engagement for commercial posts, with an average conversion of 3,90%. Pique’s post with partner Shakira promoting their Burgers restaurant provoked a whopping 7,82% engagement
  19. 19. EXAMPLES: MOST SUCCESSFUL COMMERCIAL POSTS – % OF ENGAGEMENT* 19 Examples shown are the 4 most successful posts Posted on January 15th. Engagement: 6,43% Posted on May 6th. Engagement: 6,83%
  20. 20. (%) Engagements AVG. ENGAGEMENT OF EACH PLATFORM (%) – COMMERCIAL POSTS 20 Likes Comments/Shares Favourites Average number of Likes, Comments, Shares, RT and Favourites per post RT 0.022% 0.028% 0.38% 3.83% 0.05% 0.39% 3.90% 0.007% 0.07% Instagram is by far the most successful network generating engagement also for commercial posts, with a remarkable 3,9% average rate (vs 4,5% of all posts including non commercial) Twitter Facebook Instagram
  21. 21. 52% 39% 37% 30% 29% 28% 27% 25% 24% 22% 18% 18% 18% 17% 15% 14% 12% 11% 8% 6% Cristiano Ronaldo includes the most commercial posts but that is also because he has more partners and obligations than the others. 1 in 2 posts of the Real Madrid top scorer are commercial, whereas for the rest of the players the average stays at a 21% (1 in 5) 21 Commercial (%) COMMERCIAL POSTS – % OF COMMERCIAL POSTS* *Average % of commercial posts on Facebook + Twitter + Instagram
  22. 22. There is a fine line separating pure ads from those which look more organic. Managing to make commercial posts look natural thru content creativity produces as much as 34% additional average engagement vs pure ads Engagement (%) PURE ADS VS. NATURAL PROMOTION – % OF ENGAGEMENT* 22 0.055% 0.61% 4.30% 4.97% 0.044% 0.17% 3.50% 3.71% *Average % of engagement per post Twitter Facebook Instagram Total Pure ads Natural promotion
  23. 23. 1. Technical sheet 2. Football players and overall engagement 3. Most engaging commercial posts 4. Uplift when brands post featuring athletes 5. About PTS 23 SOCIAL MEDIA ENGAGEMENT REPORT
  24. 24. Blue chip brands such as Nike, Puma, Beats or Sony have enjoyed a massive 46% extra engagement when using the athletes they are endorsing in their posts (vs posts by same brands not featuring any athletes) Engagement (%) ENGAGEMENT UPLIFT WHEN USING PLAYERS – %* 24 4.70% 3.85% 1.50% 3.45% 6.20% 4.95% 4.40% 4.20% *Average engagement (%) per post on Instagram No players Players
  25. 25. 1. Technical sheet 2. Football players and overall engagement 3. Most engaging commercial posts 4. Uplift when brands post featuring athletes 5. About PTS 25 SOCIAL MEDIA ENGAGEMENT REPORT
  26. 26.  Sponsors recruiting  Media relationships  Social networks  Brand positioning & development  Player representation  International player transfers  Academies development  Friendly games PLAYER IMAGE RIGHTS FOOTBALL CONTENT & CONFERENCES STRATEGIC CONSULTANCY  Club revenue development  Sponsorship recruitment and activation for brands  PR & Communications  Sponsor recruitment  Reports and articles  Book Show Me the Money!  Soccerex Transfer Review  Conferences Esteve Calzada CORPORATE FINANCE  Valuation of squads  Secured lending  Investors recruiting  Investment opportunities  Business plan and corporate decks production 26 PRIME TIME SPORT BUSINESS AREAS
  27. 27. CONTACT DETAILS Esteve Calzada Group CEO esteve.calzada@primetimesport.com +44 7741 3763 20 +34 669 84 24 46 Bruno Batlle General Manager bruno.batlle@primetimesport.com +34 672 29 61 33 Joan Ramon Minguell Director of Corporate Finance jr.minguell@primetimesport.com +34 652 44 31 59 Luiz Rocha Prime Time Sport Madrid luiz.rocha@primetimesport.com +34 673 483 809 Marc Valls Players Image Rights Marketing marc.valls@primetimesport.com +44 7450 253 050 27 Teo Cruz Prime Time Sport Brazil teo.cruz@primetimesport.com +55 31 8833 0105

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