Case Study Cricket Worldcup

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  • Case Study: 2012 Cricket World Cup on Facebook

  • The Study

    The 2012 Cricket World Cup took place in Sri Lanka from

    September 18 through October 7. The finals were held on

    October 7 between West Indies and Sri Lanka. The

    tournament champions were West Indies leaving Sri

    Lanka in second place. During the event, Socialbakers

    monitored the cricket teams performance both on the field and Facebook (Official Facebook Pages only).

    We paid particularly close attention to the Fan

    Growth, Interactions and Response Rate of each

    team. Were the champions on the field also the social

    media champs? Socialbakers analyzes each teams statistics to find out!

  • The Teams

    On September 18, Australia had the largest Facebook fan community with 1,508,220

    fans. However, as the tournament progressed, other team pages grew considerably.

    Pakistan experienced a fan growth of 11,089 from September 18 through October 7.

    This was the largest increase in absolute numbers. On the other hand, Bangladesh had a

    decline in fan count by losing 4 fans for a total of 3,320.

  • Fan Growth

    If we look at the percentage of increase throughout the entire time period, Pakistan still wins with a 41% increase in fan growth. Next is Sri Lanka with a 20% increase

    followed by West Indies with a growth of 9%.

    When we examine the very bottom of the list, we see there is a tie for last place between Bangladesh and England. Both teams experienced an overall increase of 0%.

  • Interactions

    Interactions are an extremely important part of a Facebook page. These are the total

    number of Likes, Shares and Comments on a post submitted from the brand itself. So,

    which team had the most interactions during the tournament? The winner is, once again,

    Pakistan with 102,848 total interactions. Pakistan saw the highest number of interactions

    on the last day of the tournament with 18,208 fan interactions.

  • Interactions

    Next is Australia with 70,949 total interactions. Third place goes to West Indies with

    42,649 interactions. The champions also received their highest number of interactions on

    the last day of the tournament with 14,394 interactions when they posted their

    championship photo. The photo received 1,561 Likes, 503 Shares and 138 Comments.


  • The Most Engaging Post

    The most engaging post during the tournament came from Pakistan. The team

    posted a picture of a popular Pakistani player. The picture received 7,803 Likes, 246

    Shares and 428 Comments, contributing drastically to their total interactions..

  • Response Rates

    When we examine response rates (how often teams respond to their fans), each

    team fails miserably. As we have mentioned before, a successful brand responds to

    their fans at least 65% of the time. During the Cricket World Cup, the highest response

    rate came from England with 12.5%. Second place was West Indies with a .66%

    response rate. Third place goes to South Africa with .53%. All of these numbers are

    extremely low and send fans the wrong message.

  • Summary

    When a brand makes the choice to participate in social media, it must in

    fact make the choice to be social. Creating a Facebook page for the sake of

    having one is not enough. Pages are, in theory, a hangout for fans, a place to feel connected with their favorite brands or products. One very important way

    for fans to feel connected is to communicate and be social with the brand. Yes,

    it may take more time for brands to commit to responding to 65% of fan

    comments, but leaving fans satisfied and happy is worth more than any amount

    of time.

    In conclusion, while some teams excelled in interactions and fan growth,

    all teams failed at response rate. West Indies may have won the World

    Cup, but Pakistan takes 1st place in social media.

  • We hope you enjoyed this exclusive study on Cricket World Cup 2012

    teams social media performance.

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