Players and Social Media 2018 - xavibove.es · Cecilia Salvai Cecilie Fiskerstrand Cecilie Sandvej Celia Jiménez Chiara Marchitelli Chloe Arthur Christie Murray Cinzia Zehnder Claire

Players and Social Media:

Who succeeds and why?

January 2018

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IntroductionCurrent and future women’s football business

managers, this study is made for you, to show

you which are the players succeeding in social

media and what best practices can be learned

from them.

Over the last years, Europe has become a privi-

leged witness of the disruptive growth in wo-

men’s football. TV channels, fans, tournaments,

leagues, brands and media are adopting a more

and more constructive and committed role.

Especially in the digital area, where women’s

football can find a precious and valuable tool to

keep in the spotlight.

Either in and outside the field, the enormous

potential of growth suggests working on unique

values as closeness, purpose or sport spirit, with

the goal of ensuring this sport sustainability and

fans’ excitement.

1 Players and Social Media

Players and Social Media2

MethodologyThis study has been carried out from the infor-

mation gathered from the analysed players’

social media channels, members of the national

teams that participated in UEFA Women’s Euro

2017. The data has been collected in the period

starting from 21st November to 27th December

of 2017.

In the research, Facebook, Twitter and Insta-

gram profiles from a total of 368 players, repre-

senting 16 different countries, have been analy-

sed. The data related to monthly post frequency

and engagement has been exclusively extrac-

ted from Instagram during October 2017. Regar-

ding Facebook data, only fan pages have been

considered, excluding players’ personal profiles.


1 2 34 5 6789

ContentPlayers rankingsWhere they playCountries rankingsMore dataComparative AnalysisLearningsConclusionsAbout meAppendix

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Players rankings

1 TONI DUGGAN564k

2 LIEKE MARTENS526k

3 EUGÉNIE LE SOMMER497k

4 SIOBHAN CHAMBERLAIN381k

5 ALEXANDRA SCOTT251k

6 SAKINA KARCHAOUI226k

7 JESSICA HOUARA223k

8 GAËTANE THINEY215k

9 STEPHANIE HOUGHTON210k

10 ALEXIA PUTELLAS194k


Where they play

FC BARCELONA FEMENÍTONI DUGGAN, LIEKE MARTENS, ALEXIA PUTELLASOLYMPIQUE LYONNAIS FÉMININEEUGÉNIE LE SOMMER, JESSICA HOUARALIVERPOOL LADIESSIOBHAN CHAMBERLAINARSENAL WOMENALEXANDRA SCOTTMONTPELLIER HSC FÉMININESAKINA KARCHAOUIPARIS FC FÉMININEGAËTANE THINEYMANCHESTER CITY WOMENSTEPHANIE HOUGHTON


1 ENGLAND2.6M

2 FRANCE2.1M

3 NETHERLANDS1.3M

4 SPAIN939k

5 GERMANY698k

6 SWEDEN511k

7 AUSTRIA356k

8 DENMARK348k

9 NORWAY290k

10 ITALY227k

Countries rankings


MIDFIELDER

DEFENDER

GOALKEEPER

1 FORWARD

FOLLOWERS PER POSITION

3.5M

2 2.9M

3 2.7M

4 990k

More data

TWITTER

FACEBOOK

1 INSTAGRAM

ACCOUNTS PER PLATFORM FOLLOWERS PER PLATFORM

317

2 209

3 143

FACEBOOK

TWITTER

1 INSTAGRAM5.0M

2 2.8M

3 2.3M

26-32 YEARS OLD

19-25 YEARS OLD

1 33-38 YEARS OLD49k

2 30k

3 18k

AVERAGE FOLLOWERS PER AGE

2017

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Comparative analysis

AVERAGEAGE

Facebook 141kTwitter 68kInstagram 134k

Facebook 11kTwitter 8kInstagram 12k

Facebook (90%)Twitter (100%)Instagram (100%)

Facebook (46%)Twitter (57%)Instagram (86%)

12,627 2,090

Photo (90%)Video (10%)

Photo (94%)Video (6%)

17 posts 7 posts

29 years old 27 years old

AVERAGEFOLLOWERSPER PLATFORM

USE OFPLATFORMS

AVERAGEENGAGEMENTON INSTAGRAM

AVERAGEPHOTO AND VIDEOON INSTAGRAM

AVERAGE MONTHLY POSTSON INSTAGRAM

TOP 10PLAYERS

STATISTIC REST OFPLAYERS

Players and Social Media

Rankings of best European players in social

media are an accurate indicator of the most

developed national markets in the continent. On

the one hand, the personal branding strategy

carried out by each player is crucial to determine

her fan base size. Nevertheless, the amount of

followers that clubs, leagues, tournaments, titles

or sports results can bring represent a cons-

tant-changing formula.

England and France are the evident leaders on

this ranking, accomplishment that is also pre-

sent in countries rankings and in the sports

performance side. Germany is worth mentioning

for its weak relevance in social media, despite

being traditionally very strong on the field. On

the players’ side, Lieke Martens, rewared as The

Best, helped the Netherlands to climb into the

top 3 podium of players and countries rankings.

A bigger high-quality and attractive posts fre-

quency either on Facebook, Twitter and Insta-

gram with more videos, keys from the top 10

players in comparison to the rest. Forwards,

33-38 years old players and, especially, the

general use of Instagram platform are also

worth pointing our for their good results in

social media.

11

Learnings


1 2 3

Toni Duggan, The Best in social mediaEngland and France are also leaders in digitalMore frequency, more video and in more platforms

Conclusions

12


About me

A click in my head lead me to the risky path. It

was the answer to the following question: where

can I have the most fun while having the big-

gest impact? My intuition drove my decision

towards women’s football, a fast-growing sport

with a huge potential. From failing to pass a

recruitment process for LaLiga in its final stage I

became part of the UEFA marketing team at

Women’s Euro 2017, happening in The Nether-

lands. At the Euro, I met first-hand the closeness

and self-improvement spirit of women’s football.

Currently, I lead the communications area of

Naru Sports, a young but experienced company

in women’s football field.

Besides creating content for my blog, I am a

member of Fútbol Para la Igualdad congress

team and I develop strategic and digital marke-

ting consultancy projects for sports entities.

To date, I have written a total of 70 articles, have

participated as speaker in 11 occasions and 1 as

Marketing jury member.

[email protected]

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GermanyAustriaBelgiumDenmarkScotlandSpainFranceNetherlandsEnglandIcelandItalyNorwayPortugalRussiaSwedenSwitzerland

Appendix I: Countries


1 Toni Duggan

2 Lieke Martens

3 Eugénie Le Sommer

4 Siobhan Chamberlain

5 Alexandra Scott

6 Sakina Karchaoui

7 Jessica Houara

8 Gaëtane Thiney

9 Stephanie Houghton

10 Alexia Putellas

11 Wendie Renard

12 Amandine Henry

13 Lena Goeßling

14 Lucy Bronze

15 Casey Stoney

16 Nadia Nadim

17 Kosovare Asllani

18 Ada Hegerberg

19 Claire Lavogez

20 Anna Miedema

21 Jill Scott

22 Alex Greenwood

23 Marie-Laure Delie

24 Sara Däbritz

25 Danielle Van de Donk

26 Sarah Bouhaddi

27 Dzsenifer Marozsan

28 Shanice Van de Sanden

29 Martina Rosucci

30 Jackie Groenen

31 Fara Williams

32 Camille Abily

33 Karen Carney

34 Jordan Nobbs

35 Anja Mittag

36 Olga García

37 Lola Gallardo

38 Laura Feiersinger

39 Francesca Kirby

40 Leonie Maier

41 Virginia Torrecilla

42 Karen Bardsley

43 Amanda Sampedro

44 Jennifer Hermoso

45 Lotta Schelin

46 Manuela Zinsberger

47 Pernille Harder

48 Nadezhda Karpova

49 Laura Bassett

50 Jodie Taylor

16

Appendix II: Top 50 Rankings


Ada HegerbergAgla María AlbertsdóttirAissatou TounkaraAlena BelyaevaAlex GreenwoodAlexandra LópezAlexandra ScottAlexia PutellasAlia GuagniAline ZelerAlmuth SchultAmanda Da CostaAmanda SampedroAmandine HenryAna BorgesAna LeiteAna-Maria CrnogorčevićAnastasiya PozdeevaAndrea PereiraAndreia NortonAndrine HegerbergAngela ChristAnja MittagAnja SønstevoldAnna BelomyttsevaAnna Björk KristjánsdóttirAnna BlässeAnna CholovyagaAnna KozhnikovaAnna MiedemaArna ÁsgrímsdóttirAurora GalliBabett PeterBarbara BonanseaBarbara DunstBárbara LatorreBerglind Björg ÞorvaldsdóttirCamille AbilyCamille CatalaCarina WenningerCarly TelfordCarole CostaCarolin GrössingerCarolin SimonCarolina MendesCaroline AbbéCaroline Graham HansenCaroline SegerCaroline WeirCasey StoneyCecilia SalvaiCecilie FiskerstrandCecilie SandvejCelia JiménezChiara MarchitelliChloe ArthurChristie MurrayCinzia ZehnderClaire LavogezClarisse Le BihanCláudia NetoCristiana GirelliDagný BrynjarsdóttirDaniela SabatinoDaniela StracchiDanielle Van de DonkDaria MakarenkoDavina Philtjens

Davinia VanmechelenDemi StokesDesiree Van LunterenDiana GomesDiana SilvaDiede LemeyDolores SilvaDominique JanssenDzsenifer MarozsanEkaterina MorozovaEkaterina PantyukhinaEkaterina SochnevaElena DanilovaElena LinariElena MorozovaElien Van WynendaeleElín Metta JensenElin RubenssonElisa BartoliElise BussagliaElise ThorsnesElke Van GorpEllen WhiteÉlodie ThomisElvira ZiyastinovaEmelie LundbergEmilie HaaviEmma BerglundErin CuthbertEseosa AigbogunEsther GonzalezEugénie Le SommerEve PerissetFabienne HummFanndís FriðriksdóttirFara WilliamsFátima PintoFederica Di CriscioFiona BrownFrancesca KirbyFrankie BrownFrederikke Skjodt ThogersenFrida MaanumFridolina RolföGaëlle ThalmannGaëtane ThineyGemma FayGéraldine ReutelerGlódís Perla ViggósdóttirGriedge Mbock BathyGuðbjörg GunnarsdóttirGunnhildur Yrsa JónsdóttirGuro ReitenHallbera Guðný GísladóttirHanna FolkessonHanna GlasHarpa ÞorsteinsdóttirHasret KayikciHayley LauderHedvig LindahlHeleen JacquesHilda CarlénHólmfríður MagnúsdóttirIfeoma DiekeIlaria MauroImke CourtoisIngibjörg SigurðardóttirIngrid Hjelmseth

Ingrid Marie SpordIngrid SchjelderupIngrid WoldIngvild IsaksenIrene ParedesIsabel KerschowskiIsobel ChristiansenJackie GroenenJade MooreJamila MarreirosJana BrunnerJana CorynJane RossJanice CaymanJanni Arnth JensenJasmin EderJasmin PfeilerJennifer HermosoJennifer KleinJessica Houara d'Hom-meauxJessica SamuelssonJill RoordJill ScottJoanne LoveJodie TaylorJoelle MurrayJonna AnderssonJordan NobbsJosanne PotterJosefin JohanssonJosephine HenningJulia SpetsmarkJulie BiesmansJustien Simon OdeursKadidiatou DianiKaren BardsleyKaren CarneyKatharina NaschenwengKatharina SchiechtlKathrin Julia HendrichKatja SchroffeneggerKatrín ÁsbjörnsdóttirKatrine VejeKelly ZeemanKika Van EsKirsty SmithKosovare AsllaniKristin DemannKristine LeineKristine MindeLaëtitia PhilippeLana ClellandLara DickenmannLaura BassettLaura BenkarthLaura De NeveLaura DelooseLaura FeiersingerLaura FusettiLaura GeorgesLaura GiulianiLaura LuisLeanne CrichtonLeanne RossLee AlexanderLeila OuahabiLena Goeßling

Lena PetermannLenie OnziaLeonie MaierLia WältiLieke MartensLina MagullLinda DallmannLinda SembrantLinda TucceriLine Geltzer JohansenLine Roddik HansenLine Sigvardsen JensenLineth BeerensteynLisa DahlkvistLisa EvansLisa MakasLisa WeißLisa-Marie UtlandLiza Van der MostLoes GeurtsLola GallardoLorca Van de PutteLotta SchelinLucy BronzeLuna GevitzMagdalena EricssonMaja KildemoesMálfríður Erna SigurðardóttirMandy IslackerMandy Van Den BergManieke Anouk DekkerManuela GiuglianoManuela ZinsbergerMaren MjeldeMargarita ChernomyrdinaMaría LeónMaria Lindblad ChristensenMaría PazMaria ThorisdottirMariasunMarie-Laure DelieMarina FedorovaMarina GeorgievaMarina KiskonenMariona CaldenteyMarta CarissimiMarta CorrederaMarta TorrejónMartina MoserMartina RosucciMatilde FidalgoMaud CoutereelsMelania GabbiadiniMéline GérardMelissa AntunesMeriame TerchounMichaela Van Den BulkMie Leth JansMillie BrightMimmi LarssonMónica MendesNadezhda KarpovaNadezhda SmirnovaNadia NadimNadine ProhaskaNanna ChristiansenNasiba GasanovaNatalya Solodkaya

Nicky EvrardNicky Van Den AbbeeleNicole BillaNicoline SorensenNikita ParrisNilla FischerNina BurgerNoelle MaritzNora Holstad BergeOda BogstadOlga GarcíaOlivia SchoughOnema Grace GeyoroPatricia MoraisPaula NicartPauline HammarlundPernille HarderRachel CorsieRachel MclauchlanRachel RinastRahel KiwicRakel HönnudóttirRamona BachmannRaquel InfanteRenate JansenRute CostaSakina KarchaouiSandie TolettiSandra BetschartSandra JessenSandra PañosSandra SigurðardóttirSandrine MauronSandy IannellaSanne TroelsgaardSara Björk GunnarsdóttirSara DäbritzSara Doorsoun-KhajehSara GamaSara YuceilSarah BouhaddiSarah Dyrehauge HansenSarah PuntigamSarah ZadrazilSari Van VeenendaalSeraina FriedliShanice Van de SandenShannon LynnSherida SpitseSif AtladóttirSigríður Lára GarðarsdóttirSilvia MeseguerSílvia RebeloSimone Boye SorensenSiobhan ChamberlainSippie FolkertsmaSofie Junge PedersenSonný Lára ÞráinsdóttirSophie HowardSophie MaierhoferStefanie EnzingerStefanie Van der GragtStenia MichelStephanie HoughtonStina BlacksteniusStina Lykke PetersenStine Ballisager PedersenStine Larsen

Stine Pettersen ReinåsSuzane PiresSvenja HuthTabea KemmeTatiana PintoTatiana SheykinaTatyana ShcherbakTessa WullaertTheresa NielsenTine Lea De CaignyToni DugganTuva HansenVaila BarsleyValentina CernoiaVanessa BernauerVanessa BürkiVanessa MarquesVanity LewerissaVerena AschauerVicky LosadaViktoria PintherViktoria SchnaderbeckViktoriya ShkodaViola CalligarisVirgina KirchbergerVirginia TorrecillaWendie RenardYana DanielsYulia Grichenko

17

Appendix III: Players

I hope this study has been significantly valuable for you. Helping women’s football professionals’ to improve their marketing decisions is the goal I pursue through my content.

If you have any recommendation, feedback or suggest about content that could be useful for you, do not hesitate to contact me on [email protected]. I will be pleased to listen to it!

Lastly, here you have two extra resources that could be interesting for you:

¡Thank you!

Digital Marketing forFC Barcelona Women’s

Sponsors and SocialMedia in Europe

More info More info

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Players and Social Media 2018 - xavibove.es · Cecilia Salvai Cecilie Fiskerstrand Cecilie Sandvej Celia Jiménez Chiara Marchitelli Chloe Arthur Christie Murray Cinzia Zehnder Claire