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Benchmark study of level of use of social media by Formula One teams one month prior to start of 2014 F1 season. Study examines social media use by all teams as well as the FIA F1 organization. Data for eight social media channels are provided in rank order and in order of finish in the 2013 F1 Constructors Championship.
Citation preview
February, 2014
F1 TEAM USE OF SOCIAL MEDIA
2
ABOUT THIS SLIDE DECK• This deck was prepared to illustrate the levels of adoption of social media by Formula 1
teams. The deck can provide a benchmark on social media usage at about one month prior to the first race of the 2014 season.
• There are two slides for each metric. The first slide provides the data in rank order, largest to smallest, while the second slide provides the data in order of the team’s finish in the 2013 F1 Constructors Championship.
• In addition to tracking all of the teams, the related sites from FIA F1 are included for no reason other than curiosity.
• All data were collected during a four-hour period on February 12, 2014.
• All registered marks and trademarks belong to their respective owners. No warranties or guarantees are provided. Use at your own discretion, please provide attribution to Bill Herring. Please direct any questions to billherring@icloud.com.
• Copyright 2014 by Bill Herring.
3
SOME OBSERVATIONS• One might be tempted to think the higher budget teams use the most social media
channels, but that would be wrong. Caterham and Lotus make use of all eight channels measured in this study, while McLaren make do with six channels.
• All of the F1 teams and FIA F1 use Facebook, Twitter, YouTube and LinkedIn – with one exception. Marussia does not seem to have a team-managed presence on YouTube. There are Marussia-related videos on YouTube but there is not a formal Marussia team-managed channel.
• The top three finishers in the 2013 Constructors Championship happen to be the top three teams in number of Facebook Likes. However, Mercedes, which finished second in the championship, had the most number of Likes followed by Red Bull and Ferrari.
4
MORE OBSERVATIONS• All teams utilize Twitter though there is a large disparity in number of Twitter Followers.
Ferrari have a comfortable lead with more than 700,000 Followers while Toro Rosso have the fewest Followers at 133,000. Ferrari, McLaren, Red Bull, Mercedes and Lotus enjoy the top five Twitter followers whilst also making up the top five Constructors finishers.
• There is an inverse relationship amongst the top four Constructor finishers and their usage of Twitter. Lotus, #4 in the championship, have the most Tweets at 31,400. This tapers down to 6,056 Tweets by champion team Red Bull.
• Ferrari lead in terms of YouTube Subscribers and number of YouTube views, undoubtedly since they have a single YouTube channel for their production cars as well as the F1 team. If we ignore them, Red Bull, McLaren and Lotus are the top three teams in terms of YouTube Subscribers.
• Ferrari, Red Bull and Mercedes enjoy the most number of Views on YouTube.
5
MORE OBSERVATIONS• All of the teams have a Google+ site. Ferrari dwarfs the other teams in number of Google+
Followers due to their site serving the Ferrari production car business as well as the F1 team. Red Bull and McLaren complete the top 3 teams on Google+ with the remaining teams providing a small presence.
• Amongst the photo-sharing sites Instagram, Flickr and Pinterest, Instagram has the most usage from nine of the 11 teams. Flickr and Pinterest are both used by five of the teams. Lotus and Caterham happen to use all three of the channels.
• Red Bull, Lotus and McLaren are ranked 1, 2 and 3 respectively in terms of number of Instagram Followers. However, Lotus, Ferrari and McLaren have posted the most photos to Instagram.
• The top three users of Flickr are Caterham, Ferrari and Sauber.
• Lotus is the heaviest user of Pinterest, followed by Williams and Force India.
6
FINAL OBSERVATION• Lastly, all teams have a presence on LinkedIn. Ferrari have the largest number of
Followers on LinkedIn (128,000), again due to their presence representing the production car business as well as the F1 team. Leaving them to the side, the remaining teams have 22,000 Followers (McLaren) down to 800 (Sauber).
• Forthwith, the charts….
7
# OF SOCIAL MEDIA CHANNELS UTILIZED*BY RANK ORDER
Lotus F1 Team
Caterham Mercedes AMG
Petronas
Scuderia Ferrari
Williams F1 Team
Infiniti Red Bull Racing
Sauber F1 Team
McLaren Mercedes
Sahara Force India
Scuderia Toro Rosso
Marussia F1 Team
FIA F10
1
2
3
4
5
6
7
88 8
7 7 7 7 7
6 6
5 5
4
# of
Soc
ial M
edia
Cha
nnel
s
* See Backup for table of channel use for each team.
8
# OF SOCIAL MEDIA CHANNELS UTILIZED*BY CONSTRUCTORS TITLE FINISH
* See Backup for table of channel use for each team.
FIA F1 Infiniti Red Bull Racing
Mercedes AMG
Petronas
Scuderia Ferrari
Lotus F1 Team
McLaren Mercedes
Sahara Force India
Sauber F1 Team
Scuderia Toro
Rosso
Williams F1 Team
Marussia F1 Team
Caterham0
1
2
3
4
5
6
7
8
4
7 7 7
8
6 6
7
5
7
5
8
# of
Soc
ial M
edia
Cha
nnel
s
9
# OF FACEBOOK LIKESBY RANK ORDER
Mercedes AMG
Petronas
Infiniti Red Bull Racing
Scuderia Ferrari
McLaren Mercedes
Lotus F1 Team
Sahara Force India
Williams F1 Team
Sauber F1 Team
Marussia F1 Team
Caterham FIA F1 Scuderia Toro
Rosso
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000 2,833,494
2,298,675
1,349,9391,195,399
819,385
494,804
315,583 265,276 217,475 214,91890,118 64,374
# of
Fac
eboo
k Li
kes
10
# OF FACEBOOK LIKESBY CONSTRUCTORS TITLE FINISH
FIA F1 Infiniti Red Bull Racing
Mercedes AMG
Petronas
Scuderia Ferrari
Lotus F1 Team
McLaren Mercedes
Sahara Force India
Sauber F1 Team
Scuderia Toro
Rosso
Williams F1 Team
Marussia F1 Team
Caterham0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
90,118
2,298,675
2,833,494
1,349,939
819,385
1,195,399
494,804
265,276
64,374
315,583217,475 214,918
# Fa
cebo
ok L
ikes
11
# OF TWITTER FOLLOWERSBY RANK ORDER
Scuderia Ferrari
McLaren Mercedes
Infiniti Red Bull Racing
Mercedes AMG
Petronas
Lotus F1 Team
Williams F1 Team
Sauber F1 Team
Sahara Force India
Caterham Marussia F1 Team
Scuderia Toro
Rosso
FIA F10
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000722,000
523,000
437,000396,000
375,000
211,000 190,000 189,000 178,000 176,000
133,000 123,000
# Tw
itter
Fol
lowe
rs
12
# OF TWITTER FOLLOWERSBY CONSTRUCTORS TITLE FINISH
FIA F1 Infiniti Red Bull Racing
Mercedes AMG
Petronas
Scuderia Ferrari
Lotus F1 Team
McLaren Mercedes
Sahara Force India
Sauber F1 Team
Scuderia Toro
Rosso
Williams F1 Team
Marussia F1 Team
Caterham0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
123,000
437,000396,000
722,000
375,000
523,000
189,000 190,000
133,000
211,000176,000 178,000
# Tw
itter
Fol
lowe
rs
13
# OF TWEETSBY RANK ORDER
Lotus F1 Team
Scuderia Ferrari
Marussia F1 Team
Caterham Mercedes AMG
Petronas
Sahara Force India
Williams F1 Team
McLaren Mercedes
Sauber F1 Team
Infiniti Red Bull Racing
Scuderia Toro
Rosso
FIA F10
5,000
10,000
15,000
20,000
25,000
30,000
35,00031,400
24,100 24,100
19,700 19,600
15,100 14,500
11,200
8,336
6,056
1,524 828
# Tw
eets
14
# OF TWEETSBY CONSTRUCTORS TITLE FINISH
FIA F1 Infiniti Red Bull Racing
Mercedes AMG
Petronas
Scuderia Ferrari
Lotus F1 Team
McLaren Mercedes
Sahara Force India
Sauber F1 Team
Scuderia Toro
Rosso
Williams F1 Team
Marussia F1 Team
Caterham0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
828
6,056
19,600
24,100
31,400
11,200
15,100
8,336
1,524
14,500
24,100
19,700
# Tw
eets
15
# OF YOUTUBE SUBSCRIBERSBY RANK ORDER
Scuderia Ferrari
Infiniti Red Bull Racing
McLaren Mercedes
Lotus F1 Team
Mercedes AMG
Petronas
Sauber F1 Team
Caterham Sahara Force India
Williams F1 Team
FIA F1 Scuderia Toro
Rosso
Marussia F1 Team
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000 165,597 *
103,576
76,489
46,996 45,915
30,897
14,9338,317 8,222 5,772
0 ** 0
# Yo
uTub
e Su
bs
* The subscriber count for Ferrari includes the Ferrari production car business as well as the F1 team.** The subscriber count for Toro Rosso was not available although they do have posted videos.
16
# OF YOUTUBE SUBSCRIBERSBY CONSTRUCTORS TITLE FINISH
Scuderia Ferrari
Infiniti Red Bull Racing
McLaren Mercedes
Lotus F1 Team
Mercedes AMG
Petronas
Sauber F1 Team
Caterham Sahara Force India
Williams F1 Team
FIA F1 Scuderia Toro
Rosso
Marussia F1 Team
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000165,597 *
103,576
76,489
165,597 45,915
30,897
14,9338,317
0 **5,77200
# Yo
uTub
e Su
bs
* The subscriber count for Ferrari includes the Ferrari production car business as well as the F1 team.** The subscriber count for Toro Rosso was not available although they do have posted videos.
17
# OF YOUTUBE VIEWSBY RANK ORDER
Scuderi
a Ferr
ari
Infinit
i Red
Bull Raci
ng
Merced
es AMG Petr
onas
McLaren
Merc
edes
Lotus
F1 Tea
m
Saube
r F1 T
eam
Caterha
m
Sahara
Force I
ndia
Williams F
1 Tea
mFIA F1
Scuderi
a Toro
Rosso
Marussi
a F1 T
eam
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,00038,552,983 *
15,022,781
8,568,364 8,013,542 7,662,5054,962,064
1,971,753688,966 500,397 263,342 209,113 0
# Yo
uTub
e Vi
ews
* The view count for Ferrari includes the Ferrari production car business as well as the F1 team.
18
# OF YOUTUBE VIEWSBY CONSTRUCTORS TITLE FINISH
FIA F1
Infinit
i Red
Bull Raci
ng
Merced
es AMG Petr
onas
Scuderi
a Ferr
ari
Lotus
F1 Tea
m
McLaren
Merc
edes
Sahara
Force I
ndia
Saube
r F1 T
eam
Scuderi
a Toro
Rosso
Williams F
1 Tea
m
Marussi
a F1 T
eam
Caterha
m0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
263,342
15,022,781
8,568,364
38,552,983 *
7,662,505 8,013,542
688,966
4,962,064
209,113 500,397 01,971,753
# Yo
uTub
e Vi
ews
* The view count for Ferrari includes the Ferrari production car business as well as the F1 team.
19
# OF GOOGLE+ FOLLOWERSBY RANK ORDER
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
4,976,313 *
372,968 351,91668,041 56,332 42,074 29,194 19,217 5,439 77 25 0
# Go
ogle
+ Fo
llowe
rs
* The count for Ferrari includes all Ferrari businesses as well as the F1 team.
20
# OF GOOGLE+ FOLLOWERSBY CONSTRUCTORS TITLE FINISH
FIA F1 Infiniti Red Bull Racing
Mercedes AMG
Petronas
Scuderia Ferrari
Lotus F1 Team
McLaren Mercedes
Sahara Force India
Sauber F1 Team
Scuderia Toro
Rosso
Williams F1 Team
Marussia F1 Team
Caterham0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
0
372,968
42,074
4,976,313 *
68,041351,916
29,194 56,332 77 19,217 25 5,439
# Go
ogle
+ Fo
llowe
rs
* The count for Ferrari includes all Ferrari businesses as well as the F1 team.
21
# OF INSTAGRAM FOLLOWERSBY RANK ORDER
Infiniti Red Bull Racing
Lotus F1 Team
McLaren Mercedes
Williams F1 Team
Mercedes AMG
Petronas
Scuderia Ferrari
Sauber F1 Team
Caterham Marussia F1 Team
FIA F1 Sahara Force India
Scuderia Toro
Rosso
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
79,238
62,752
38,05335,490
23,950
9,1195,928
2,272298 0 0 0
# In
staG
ram
Fol
lowe
rs
22
# OF INSTAGRAM FOLLOWERSBY CONSTRUCTORS TITLE FINISH
FIA F1 Infiniti Red Bull Racing
Mercedes AMG
Petronas
Scuderia Ferrari
Lotus F1 Team
McLaren Mercedes
Sahara Force India
Sauber F1 Team
Scuderia Toro
Rosso
Williams F1 Team
Marussia F1 Team
Caterham0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
0
79,238
23,950
9,119
62,752
38,053
0
5,928
0
35,490
2982,272
# In
staG
ram
Fol
lowe
rs
23
# OF INSTAGRAM POSTSBY RANK ORDER
Lotus F1 Team
Scuderia Ferrari
McLaren Mercedes
Sauber F1 Team
Williams F1 Team
Infiniti Red Bull Racing
Mercedes AMG
Petronas
Caterham FIA F1 Sahara Force India
Scuderia Toro
Rosso
Marussia F1 Team
0
50
100
150
200
250
300
350
400
450
500 465
415
283268
194180
117
280 0 0 0
# In
staG
ram
Pos
ts
24
# OF INSTAGRAM POSTSBY CONSTRUCTORS TITLE FINISH
FIA F1 Infiniti Red Bull Racing
Mercedes AMG
Petronas
Scuderia Ferrari
Lotus F1 Team
McLaren Mercedes
Sahara Force India
Sauber F1 Team
Scuderia Toro
Rosso
Williams F1 Team
Marussia F1 Team
Caterham0
50
100
150
200
250
300
350
400
450
500
0
180
117
415
465
283
0
268
0
194
028
# In
staG
ram
Pos
ts
25
# OF FLICKR PHOTOSBY RANK ORDER
Caterham Scuderia Ferrari
Sauber F1 Team
Mercedes AMG
Petronas
Lotus F1 Team
FIA F1 Infiniti Red Bull Racing
McLaren Mercedes
Sahara Force India
Scuderia Toro
Rosso
Williams F1 Team
Marussia F1 Team
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,0001,814
937 *
249
646 0 0 0 0 0 0 0
# Fl
ickr
Pho
tos
* The count for Ferrari includes Ferrari production cars as well as the F1 team.
26
# OF FLICKR PHOTOSBY CONSTRUCTORS TITLE FINISH
FIA F1 Infiniti Red Bull Racing
Mercedes AMG
Petronas
Scuderia Ferrari
Lotus F1 Team
McLaren Mercedes
Sahara Force India
Sauber F1 Team
Scuderia Toro
Rosso
Williams F1 Team
Marussia F1 Team
Caterham0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
0 064
937 *
6 0 0
249
0 0 0
1,814
# Fl
ickr
Pho
tos
* The count for Ferrari includes Ferrari production cars as well as the F1 team.
27
# OF PINTEREST PINSBY RANK ORDER
Lotus F1 Team
Williams F1 Team
Sahara Force India
Infiniti Red Bull Racing
Caterham FIA F1 Mercedes AMG
Petronas
Scuderia Ferrari
McLaren Mercedes
Sauber F1 Team
Scuderia Toro
Rosso
Marussia F1 Team
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,0001,950
379348
256
42 0 0 0 0 0 0 0
# Pi
nter
est P
ins
28
# OF PINTEREST PINSBY CONSTRUCTORS TITLE FINISH
FIA F1 Infiniti Red Bull Racing
Mercedes AMG
Petronas
Scuderia Ferrari
Lotus F1 Team
McLaren Mercedes
Sahara Force India
Sauber F1 Team
Scuderia Toro
Rosso
Williams F1 Team
Marussia F1 Team
Caterham0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
0
256
0 0
1,950
0
348
0 0
379
0 42
# Pi
nter
est P
ins
29
# OF LINKEDIN FOLLOWERSBY RANK ORDER
* The count for Ferrari includes all Ferrari businesses as well as the F1 team.** The count for McLaren is for McLaren Group Ltd.
Scuderia Ferrari
McLaren Mercedes
Williams F1 Team
Lotus F1 Team
Infiniti Red Bull Racing
Sahara Force India
Scuderia Toro
Rosso
Mercedes AMG
Petronas
Caterham Marussia F1 Team
FIA F1 Sauber F1 Team
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000128,352 *
22,140 **
13,9248,791
5,413 4,490 4,406 2,576 2,066 1,864 1,830 819
# Li
nked
In F
ollo
wers
30
# OF LINKEDIN FOLLOWERSBY CONSTRUCTORS TITLE FINISH
* The count for Ferrari includes all Ferrari businesses as well as the F1 team.** The count for McLaren is for McLaren Group Ltd.
FIA F1 Infiniti Red Bull Racing
Mercedes AMG
Petronas
Scuderia Ferrari
Lotus F1 Team
McLaren Mercedes
Sahara Force India
Sauber F1 Team
Scuderia Toro
Rosso
Williams F1 Team
Marussia F1 Team
Caterham0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
1,8305,413 2,576
128,352 *
8,791
22,140 **
4,490819
4,406
13,924
1,864 2,066
# Li
nked
In F
ollo
wers
31
BACKUP
32
CHANNELS UTILIZED BY EACH TEAMFacebook Twitter YouTube Google+ Instagram Flickr Pinterest LinkedIn
Lotus ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔Caterham ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔Mercedes ✔ ✔ ✔ ✔ ✔ ✔ ✔Ferrari ✔ ✔ ✔ ✔ ✔ ✔ ✔Williams ✔ ✔ ✔ ✔ ✔ ✔ ✔Red Bull ✔ ✔ ✔ ✔ ✔ ✔ ✔McLaren ✔ ✔ ✔ ✔ ✔ ✔Force India ✔ ✔ ✔ ✔ ✔ ✔Sauber ✔ ✔ ✔ ✔ ✔ ✔ ✔Toro Rosso ✔ ✔ ✔ ✔ ✔Marussia ✔ ✔ ✔ ✔ ✔FIA F1 ✔ ✔ ✔ ✔
33
In memory of Francois Cevert
Photo source: F1Technical.net
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