Escolar Documentos
Profissional Documentos
Cultura Documentos
of
social
media
interactions
with
fans
and
followers
of
FC
Tokyo,
Monterrey
Rayados
and
FC
Spartak
Moscow
through
Facebook,
Twitter
and
YouTube
Author:
Sebastiano
Mereu
Contact:
@sebinomics
(Twitter)
Date
of
publishing:
11
April
2013
Published
at
www.90minutesjapan.com
Introduction
Football
is
a
global
phenomenon
that
can
be
enjoyed
without
geographical
boundaries.
Clubs
anywhere
in
the
world
entertain
audiences
in
stadiums,
on
TV,
and
through
different
products,
and
try
to
spread
their
brand
while
interacting
with
people
of
interest
on
online
channels.
Some
clubs
do
it
more
effectively
than
others
and
can
therefore
provide
more
fertile
ground
for
their
brand
to
engage
fans
and
prospective
customers
(Brown
et
al.,
2007).
Certain
clubs
enjoy
the
loyalty
of
legions
of
fans
in
one
part
of
the
world,
whereas
they
are
rather
unknown
in
other
regions.
Furthermore,
it
seems
obvious
that
in
the
21st
century,
fans
and
followers
are
organized
through
social
media
platform
such
as
Facebook
to
overcome
geographical
barriers
(Zhang,
2010).
However,
without
proper
incentives
by
the
club,
social
media
can
only
provide
limited
possible
interaction
and
flow
of
information.
An
informal
discussion
held
in
early
2013
by
international
aficionados
of
the
J.League
on
Twitter
proved
that
international
fans
share
the
opinion
that
information
on
Japanese
football
in
English
is
rather
scarce.
Soon
the
assumption
was
made
that
clubs
outside
of
Japan
do
a
better
job
at
spreading
information
about
the
club
and
interacting
with
fans.
That
assumption
was
the
stepping-stone
for
the
hypothesis
of
this
research:
Professional
football
clubs
outside
of
Japan
are
more
engaged
in
interactions
with
fans
and
followers,
because
they
use
social
media
channels
more
effectively.
Methodology
The
answer
to
the
research
question,
Are
professional
football
clubs
outside
of
Japan
more
engaged
in
interactions
with
fans
and
followers?
was
to
be
found
by
focusing
the
research
on
three
clubs
that
have
similar
chances
to
reach
and
engage
with
people
in
their
respective
metropolitan
areas
through
community
management
and
different
media
channels
nation-wide.
The
following
factors
were
considered
to
provide
similar
chances
to
each
football
club:
Population
of
the
country
and
home
city
Capacity
of
home
stadium
Access
to
the
same
social
media
channels
(Facebook,
Twitter
and
YouTube)
All
communication
to
fans
and
followers
is
to
be
done
in
the
clubs
domestic
language
1
In order to compare three clubs operating in similar circumstances, clubs from countries with a similar size in population and GDP need to be chosen. After consulting a list of countries ranked by population (Wikipedia, 2013) clubs from Russia, Japan and Mexico with country populations of 143 million (Russia), 127 million (Japan) and 112 million (Mexico) respectively were chosen. The countries are ranked 9th (Russia), 10th (Japan), and 11th (Mexico). The above-mentioned countries were ranked 3rd (Japan), 10th (Russia) and 14th (Mexico) in terms of GDP by the United Nations (2012), which can be a relative measure that football fans and consumers in general have similar possibilities to access and enjoy football in their respective countries. The FIFA/Coca-Cola World Ranking was not considered for this research, since the ranking focuses on national teams and is an irrelevant factor for this comparison. Requirements Requirements that had to be met for a club to qualify for the comparison: Competing in a top-tier division since 2012 City population larger than 1 million in most recent census figures Stadium capacity larger than 20,000 Official communication channels on Facebook, Twitter and YouTube in domestic language; domestic language not being English
The comparison requires a club to be competing in a top-tier division since 2012 to make sure all clubs receive the maximum amount of football advertising and promotion in their home market. In addition, a club is required to use Facebook, Twitter and YouTube as online communication platforms in their domestic language to qualify for the comparison. The choice fell on the above-mentioned platforms, because Facebook and Twitter are the most populous social networks as of March 2013 (eBizMBA, 2013) and easily accessible in many countries. YouTube is considered to be a must-use platform for any organization publishing information. Statistics show that YouTube reaches traffic of 4 billion views per day (Perez, 2012), which proves that the platform can bring a lot of weight to the online communication mix of an organization. The other requirements were chosen randomly for guidance. Choices for the three clubs were made randomly after visiting official club websites and other online sources. After scanning various online sources the conclusion could be drawn that many J.League teams lack engagement in above-mentioned social media platforms. This made it impossible to choose one of the more popular and successful J.League clubs for this research. Therefore, the choice fell on a club that has never won the J.Leagues Division 1 championship and only participated in the AFC Champions League once in their professional career: FC Tokyo. However, due to the location of the club and the fact that their average attendance in their home stadium has been counting more than 22,000 people per match since 2001, except for 2011 when the club was relegated to J.League Division 2, these might give some extra leverage to the possibility of communication with their fans and followers. More teams in Russia and Mexico met all the set requirements for this research. Japan seems to lag in total social media participation (Delo, 2012), whereas Russian and Mexican clubs seem to be more open towards new media.
Engagement
All
engagement
figures
were
gathered
until
25
March
2013
8:00
PM
Central
European
Time
(CET)
for
Facebook
and
YouTube,
and
6:40
PM
CET
for
Twitter
respectively
and
were
analyzed
for
the
period
15
to
25
March
2013.
Facebook
Four
(4)
metrics
were
chosen
to
evaluate
the
social
marketing
reach
and
personal involvement
with
Facebook
fans
in
conversations:
posts
by
the
official
club
fan
page,
likes,
comments,
and
shares
(Munn,
2013).
All
figures
were
gathered
separately
for
a
more
accurate
analysis.
The
nature
of
the
content
of
the
posts
(picture,
video,
advertizing,
etc.)
and
its
quality
were
not
considered.
Twitter
The
metric
for
the
level
of
engagement
on
Twitter
is
of
different
nature
than
the
one
for
Facebook.
Instead
of
measuring
the
engagement
level
of
the
fans
towards
the
club,
the
research
on
Twitter
wants
to
gather
information
of
how
the
clubs
engage
with
their
followers.
The
reason
is
based
on
time
constraints
for
this
research
and
the
accessibility
of
the
necessary
data.
To
measure
the
engagement
performance
of
the
clubs
with
followers
on
Twitter,
three
(3)
metrics
with
outbound
characteristics
were
chosen:
retweets
by
the
official
club
account,
mentions
of
other
Twitter
accounts
in
tweets,
and
replies
by
the
club
account
to
tweets
by
others.
It
is
essential
for
a
brand
to
listen
to
the
community
and
respond
with
useful
and
relevant
content
(Wilson,
2013).
All
figures
(for
retweets,
mentions,
and
replies)
were
summed
up
in
one
number,
since
any
kind
of
engagement
on
Twitter
is
presented
very
similar
format
in
any
tweet.
Hence,
creating
one
figure
that
aggregates
the
level
of
engagement
is
the
right
thing
to
do
in
the
case
of
Twitter.
YouTube
YouTube
does
not
provide
easy
access
to
the
amount
of
likes
and
comments
of
videos
in
the
form
of
a
list.
Videos
have
to
be
accessed
individually,
which
would
have
made
the
workload
for
this
research
unbearable
in
regard
to
the
time
constraint.
Therefore,
the
assessment
of
the
engagement
level
was
restricted
to
likes
and
comments
of
the
three
(3)
most
popular
videos
of
each
clubs
individual
YouTube
channel.
For
this
research
the
following
three
factors
were
not
considered:
dislikes,
date
of
upload
of
the
videos,
and
possible
geographic
restrictions.
Tab.
1:
Requirements
to
be
met
for
research
comparison
Competing
in
top-tier
since
City
population
Stadium
capacity
Official
Facebook
Official
Twitter
Official
YouTube
FC
Tokyo
2012
(J.League
Division
1)
13,185,502
(Tokyo
Metropolis)
50,100
(Ajinomoto
Stadium)
facebook.com/fctokyo
twitter.com/fctokyo_express
Club
de
Ftbol
Monterrey
1960
(Liga
MX
Primera
Divisin)
4,080,329
(Metro)
32,854
(Estadio
Tecnolgico)
facebook.com/rayadosoficial
twitter.com/RayadosCom
FC
Spartak
Moscow
1978
(Russian
Pr.League
since
2001)
11,510,097
78,360
(Luzhniki
Stadium)
facebook.com/fcspartak
twitter.com/fcsm_official
youtube.com/FCSMofficial
youtube.com/fctokyochannel youtube.com/rayadosoficial
Comments Another way how fans can engage with the clubs Facebook fan page is by commenting on posts. Monterrey Rayados were able to generate 9,060 comments over the 10 days of this research. This figure translates to 96.43 percent of the 9,395 comments in aggregate written to the three club fan pages under analysis. FC Spartak Moscow received 328 comments (3.49 percent) by their fans and FC Tokyo was able to bring fans to comment 7 times (0.07 percent). Shares Facebook offers users the option to share posts with their friends, and it is in any fan page administrators interest to have their posts shared and spread across Facebook to generate more likes, traffic and any other kind of engagement (Mustonen, 2009). As it was shown in the case of likes on posts and comments, fans of Monterrey Rayados shared most posts with their friends on Facebook. The total amount of shares across all clubs is 9,113 and Monterrey fans shared 8,948 (98.19 percent) of all posts. FC Spartak Moscow was able to motivate its fans to share 161 posts (1.77 percent) and FC Tokyo merely clicked 4 times on the share button, which equates to 0.04 percent of all posts shared. Facebook: Discussion The figures gathered in Facebook for this research show that a higher amount of fan page likes does not translate into a higher engagement with fans, in this case. The Facebook fan page of FC Spartak Moscow sports 469,219 likes, which equate to 67.84 percent between the three clubs, but fan engagement in regard to likes of posts, comments and shares are considerably lower than the engagement of fans of the Monterey Rayados Facebook fan page, who amount to 213,220 fans, or 30.83 percent between the three clubs. With less than half of the amount of likes of FC Spartak Moscow, Monterrey Rayados are able to lead the ranking with 96.25 percent of likes received on all 220 posts across the three reference clubs, 96.43 percent of comments received on posts, and 98.19 percent of all shared posts. No correlation between fan page-likes and fan-engagement There is no correlation between the fan page likes and the engagement in this comparison. FC Spartak Moscow owns 67.84 percent of the 691,673 likes in aggregate, but their likes on posts, comments and shares only reached and engagement of 2.61, 3.49 and 1.77 percent respectively. On the other hand, Monterrey Rayados reached an engagement of more than 96 percent in all metrics with a mere 30.84 percent of likes. This proves to be strongly efficient, since Monterrey Rayados published 84 percent of all posts, compared to the 10 percent of FC Spartak Moscow and 6 percent of FC Tokyo. The Russian and Japanese club spent less resources in the publishing of the posts, but when compared to their outcomes the resources were wasted, since ineffectively used. FC Tokyo published 14 posts (6 percent of the whole sum) and generated only 1.14 percent of the likes on posts, 0.07 percent comments, and 0.04 percent of all shares. Possible correlation between amount of posts and fan-engagement A possible correlation can be found between the amount of posts published by a Facebook fan page and the fan engagement. In this comparison, the more posts are published on a page, the higher the engagement of fans. Therefore, more opportunity for engagement should be created, if higher engagement rates are to be attained. One might 5
argue
that
too
much
posting
might
upset
fans.
Nonetheless,
it
proved
to
be
the
right
strategy
in
the
case
of
this
research.
Tab.
2:
Comparison
Facebook
Fan
page
likes
(lifetime)
%
of
the
sum
Posts
published
(15-25
March)
%
of
the
sum
Likes
on
posts
(15-25
March)
%
of
the
sum
Comments
(15-25
March)
%
of
the
sum
Shares
(15-25
March)
%
of
the
sum
FC
Tokyo
9,234
1.34
14
6
1,379
1.14
7
0.07
4
0.04
Club
de
Ftbol
Monterrey
213,220
30.83
185
84
116,060
96.25
9,060
96.43
8,948
98.19
FC
Spartak
Moscow
469,210
67.84
21
10
3,149
2.61
328
3.49
161
1.77
Twitter: Analysis The previous section portrayed FC Spartak Moscow as the club with the most Facebook fans, but with a relatively low level of engagement on the social network in comparison to their Mexican counterpart, Monterrey Rayados. FC Tokyo has an irrelevant level of engagement on Facebook compared to the other two clubs. The analysis on Twitter shows that Monterrey Rayados have 196,159 followers, which translates to 55.97 percent of followers across the three clubs. The official Twitter account of FC Spartak Moscow is followed by 106,930 users (30.51 percent) and FC Tokyo has a following of 47,386 users, which equates to 13.52 percent. The three clubs tweeted a 264 tweets in aggregate in the time period 15 to 25 March 2013, with Monterrey tweeting 164 times (62.12 percent), FC Spartak Moscow sending out 90 tweets (34.09 percent), and FC Tokyo pushing out 10 messages (3.79 percent). The engagement level in this case is measured differently than in the previous section. Instead of measuring the engagement of fans with a clubs official channel, as done in the Facebook analysis, this Twitter analysis gathered data on how the three reference clubs engage with their followers. The engagement figure includes all outbound retweets, mentions and repliesmultiple mentions in one tweet count as one (1)by the club to the Twitter platform in the above-mentioned time period. Monterrey Rayados are the most interacting club in this Twitter comparison with 120 engaging tweets, which translate to 79.47 percent of the 151 times one of the three clubs engaged in a conversation on Twitter. FC Spartak Moscow engaged 31 times (20.53 percent) and FC Tokyo did not engage with anyone (0 percent) in said time period.
Twitter:
Discussion
Twitter
is
a
social
network
that
relies
on
connections
and
engagement
to
foster
relationships
and
make
it
more
fun
to
follow
a
brand
(Java
et
al.,
2007).
If
no
shout-outs
are
made,
then
the
Twitter
feed
stays
a
feed
that
pushes
out
information
and
does
not
turn
into
a
place
where
a
two-way
online
communication
takes
place.
After
a
closer
look
at
the
activities
of
the
clubs
on
Twitter,
it
became
apparent
that
FC
Tokyo
only
used
their
Twitter
account
to
push
out
news
articles
and
other
news
flashes
to
the
masses.
Monterrey
Rayados,
on
the
other
hand,
tweet
match
updates
and
are
not
afraid
to
get
in
touch
with
followers.
This
requires
more
commitment
on
the
human
resources
side,
since
a
real-time
conversation
should
be
guaranteed,
especially
during
matches.
For
one-way
communication,
social
media
management
software
such
as
Hoot
Suite
or
TweetDeck
can
be
used
to
schedule
automated
tweets
(or
Facebook
updates
etc.),
which
can
support
the
daily
job
of
the
responsible
person
for
online
communications.
Nonetheless,
the
level
of
engagement
from
the
club
to
its
following
is
arguably
the
most
essential
factor
to
boost
engagement
from
followers
back
to
the
club,
and
therefore,
it
is
a
crucial
activity
for
a
brand
(Kreutzer
et
al.,
2010).
Tab.
3:
Comparison
Twitter
Tweets
(lifetime)
%
of
the
sum
Tweets
(15-25
March)
%
of
the
sum
Followers
(lifetime)
%
of
the
sum
Engagement
(15-25
March)
%
of
the
sum
FC
Tokyo
1,227
3.69
10
3.79
47,386
13.52
0
0.00
Club
de
Ftbol
Monterrey
22,180
66.79
164
62.12
196,159
55.97
120
79.47
FC
Spartak
Moscow
9,802
29.52
90
34.09
106,930
30.51
31
20.53
YouTube: Analysis FC Spartak Moscow has published 268 YouTube videos since they started their channel on 7 July 2010. That is 53.39 percent of the 502 videos published among the three clubs, since the first of them joined YouTube in 2011. Monterrey Rayados follow shortly behind with 197 videos (39.24 percent) published since 4 October 2010. FC Tokyo published 37 videos (7.37 percent) since the inception of its channel on 20 July 2011. FC Spartak Moscow not only uploaded most videos, the club also gathered most subscribers (39,658/77.80 percent of the whole) and the highest amount of views on all uploaded videos (6,636,594/81.78 percent). The figures for the Monterrey Rayados YouTube channel amount to 8,962 subscribers (17.58 percent) and 1,268,443 total views (15.63 percent). FC Tokyo reached 2,352 subscribers (4.61 percent) and 210,041 total views (2.59 percent). However, FC Tokyo joined YouTube one year later than FC Spartak Moscow and nine months after Monterrey Rayados, which can have an impact on the number of subscriptions and video views. The level of engagement was assessed by analyzing likes and comments of the three most popular videos of each clubs YouTube channel, without considering dislikes, date 7
of
upload,
and
if
the
videos
were
restricted
to
specific
regions.
Even
though
FC
Spartak
Moscow
outperformed
both
other
clubs
in
the
above-analyzed
metrics,
Monterrey
Rayados
gathered
most
likes
on
the
top
three
videos
with
2,070
likes
(52.73
percent
of
the
whole).
However,
FC
Spartak
Moscow
was
not
far
behind
with
1,776
likes
(45.24
percent).
FC
Tokyo
was
able
to
gather
80
likes
(2.04
percent),
whereas
it
is
important
to
note
that
one
(1)
of
their
top
three
videos
had
the
like-function
disabled.
In
the
case
of
comment-engagement,
users
who
watched
FC
Spartak
Moscow
videos
commented
2,310
times
(69.45
percent),
whereas
Monterrey
Rayados
received
1,016
comments
(30.55
percent).
People
were
not
able
to
comment
on
any
of
the
top
three
FC
Tokyo
videos,
because
the
clubs
YouTube
channel
administrator
disabled
the
comments
function.
Tab.
4:
Comparison
YouTube
Videos
in
total
%
of
the
sum
Subscribers
(lifetime)
%
of
the
sum
Total
views
on
all
videos
(lifetime)
%
of
the
sum
Engagement
on
3
most
popular
videos
Likes
%
of
the
sum
Comments
%
of
the
sum
st (a)
(b)
Date joined or 1 20 July 2011 4 October 2010 7 July 2010 video upload (a) Restricted to likes and comments of the three (3) most popular videos of each clubs YouTube channel, without considering the dislikes, when the videos were uploaded, and if the videos were restricted to specific regions. (b) Only two (2) out of the three (3) most popular videos have the like-function on.
YouTube: Discussion According to Halvey and Keane (2007), the number of subscribers increases with respect to views and then falls off after a certain point. They also note that the number of subscribers that a YouTube channel has increases with the number of videos uploaded onto the channel. The correlation between the amount of subscribers our reference clubs have on their respective YouTube channels and the amount of total views also exists in our comparison. Hence, it is highly recommendable to upload a high number of videos to grow the subscriber base and generate more views. With more views more opportunity for commenting and liking is created. The metric that stands out most is the amount of likes given to the Monterrey Rayados videos, which is higher than the amount given to FC Spartak Moscow, despite all other 8
Monterrey metrics being lower. A fair assumption could be that the top three videos of FC Spartak Moscow are less emotional and sparked less positive reactions than the Monterrey Rayados videos. Maybe they generated more dislikes; however, that is a metric not covered in this research.
Conclusion
Three
(3)
football
clubs
from
different
continents
with
similar
marketing
and
communication
opportunities
in
their
respective
markets
were
chosen
to
assess
their
engagements
and
interactions
with
fans
and
followers
on
three
social
media
platforms.
The
football
clubs
are
FC
Spartak
Moscow,
Monterrey
Rayados
and
FC
Tokyo,
and
the
social
media
platforms
analyzed
for
this
research
are
Facebook,
Twitter
and
YouTube.
After
deciding
on
a
set
of
requirements,
which
had
to
be
met
by
each
club
to
qualify
for
the
research,
individual
engagement
metrics
for
each
social
media
platform
were
elaborated
and
data
was
gathered
for
engagement
levels
in
the
time-span
15-25
March
2013.
The
nature
of
the
engagement
analysis
on
Facebook
was
based
on
how
fans
react
to
updates
by
the
club
on
their
respective
Facebook
fan
pages.
The
analysis
for
Twitter
engagement
was
based
on
how
the
club
tries
to
engage
with
followers
by
retweeting,
replying
and
mentioning
other
Twitter
users.
The
nature
of
the
engagement
on
YouTube
was
assessed
by
how
many
likes
and
comments
the
three
most
popular
YouTube
videos
of
each
individual
club
have
generated
since
their
date
of
upload.
Facebook
There
are
two
main
findings
in
the
Facebook
analysis.
Firstly,
the
research
showed
that
there
is
no
correlation
between
the
amount
of
fan
page-likes
of
our
chosen
clubs
and
fan-engagement.
FC
Spartak
Moscow
had
469,210
likes,
but
never
reached
more
than
3.49
percent
of
engagement
in
comparison
to
the
other
two
clubs,
whereas
Monterrey
Rayados
always
reached
more
than
96
percent
of
engagement
with
only
213,220
page
likes.
The
second
finding
is
that
there
is
a
possible
correlation
between
the
amount
of
fan
page
posts
and
fan-engagement.
Monterrey
Rayados
posted
84
percent
of
all
posts
across
the
three
analyzed
fan
pages
and
received
more
than
96
percent
of
engagement
across
all
measured
metrics.
FC
Spartak
Moscow
published
10
percent
of
the
posts
and
reached
fan
involvement
of
around
3
percent
on
all
metrics.
Twitter
The
Twitter
analysis
showed
that
the
Monterrey
Rayados
account
is
the
most
active
compared
to
FC
Tokyo
and
FC
Spartak
Moscow.
The
Mexican
club
tweets
more
messages
than
the
other
two
clubs
and
engages
excessively
more
with
its
followers.
Over
the
period
of
ten
(10)
days,
Monterrey
engaged
in
120
tweets,
whereas
FC
Spartak
Moscow
involved
its
followers
in
31
tweets,
and
FC
Tokyo
not
once.
Many
companies
have
realized
by
now
that
Twitter
is
a
two-way
communication
tool
used
to
engage
stakeholders
and
spread
ones
brand
(Rybalko
et
al.,
2010).
According
to
this
analysis,
FC
Tokyo
uses
Twitter
as
just
another
media
channel
to
push
out
links
to
news
instead
of
using
it
as
a
tool
to
connect
with
fans
and
people
of
interest.
YouTube During the analysis of the three YouTube channels, it soon became apparent that FC Tokyo has a different attitude towards the platform than the two other clubs. All three most popular FC Tokyo videos have the comments option disabled and one of the videos has also the rating option disabled. This is a clear sign of communication block on the side of the club, which can disgruntle viewers. In addition, FC Tokyo has uploaded 37 videos, which generated 210,041 views. In comparison, FC Spartak Moscow and Monterrey Rayados uploaded 268 and 197 videos respectively, and generated 6.6 million and 1.2 million views. The research shows that the more videos are uploaded onto a YouTube channel the more users are to subscribe and the more video views are generated. It is therefore advisable to produce and publish as many videos as possible. In conclusion, we can say that Monterrey Rayados is the most engaging and dialogue- oriented club of the three clubs chosen for this comparison. They might not necessarily have the farthest reach in the first instance, but they are strong in building ties with fans and followers through dialogue and seem to be able to continuously engage them. FC Spartak Moscow is strong at gathering masses of fan page likers, subscribers and followers, but lags behind Monterrey when it comes to actual engagement. FC Tokyo is by farthest the least interactive club of our three reference clubs. By disabling communication options and not engaging with followers, information will not be carried onto the web and can therefore not reach people of interest. Communication can be looked at from a cultural point of view, and it might be argued that Mexicans are more outgoing than Asians, and it is therefore easier for them to engage in online dialogues. Such an analysis would be definitely of interest for further research and could give further insights into this matter. According to our research, the answer our research question, Are professional football clubs outside of Japan more engaged in interactions with fans and followers? is: Yes, professional football clubs outside of Japan are more committed and engaged in interactions with fans and followers, because they use social media channels more often and more effectively. Nonetheless, further research is needed to assess the reason in more detail. Possible research could include an evaluation of the effect culture has on the communication behavior of clubs with a different cultural background, as well as a comparison of the engagement level of clubs from the same league.
10
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