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An overview of the UK Fitness and Athletics community on Twitter from PiQ, the PeerIndex dashboard for marketers, agencies and PR. Who and what does the Fitness audience tweet about? And how can organisations and brands influence the conversation?
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PiQ Audience Report: Fitness & Athletics Community of 106K Tweeters Data from: 9th June – 9th July 2014
About PiQ
Social Media Listening
Poor people insight
CRM Customer
interactions only
PiQ is built on four foundations: 1. Target audiences not keywords to track customers 24x7 2. Realtime trend detection with audiences without prior knowledge required
3. Identify influencers within relevant audiences
4. Deep content analytics at users fingertips
Market Research
Slow, not addressable
PiQ is a simple way to action customer audiences in real-time
.com www.
Fitness & Athletics Overview
34% female
66% male
Users tweeting about Fitness & Athletics are predominantly male and between the ages of 25 and 50.
0 5000 10000 15000 20000 25000 30000 35000 40000
<25 25-‐34 35-‐49 >50
Fitness & Athletics Audience Top Hashtags Hashtag Cloud
WHAT this is
Shows the top hashtags used by audience
Size of word shows volume
Saturation of word shows relevance
HOW to use it
Identify key topics which audience discusses
Plan content around this
MORE
The dashboard edition of PiQ updates this data daily and provides per-hashtag analytics for precision targeting
The Fitness and Athletics community are discussing sports-related topics most frequently
Fitness & Athletics – Top Influencers!WHAT this is
Shows the top Human influencers within the community
They are ordered by their degree of influence over other people in the audience (CPI)
HOW to use it
You can use this to identify the key influencers in the Fitness and Athletics community
MORE
The Top Influencers in the Fitness & Athletics community are famous sports people and journalists as you might expect.
But they don’t all have millions of followers…
CPI PI Fllwrs Bio
Gary Lineker @GaryLineker
96 91 2M Ex Leicester, Everton, Barcelona, Spurs and Japanese team with just 8 players striker! MOTD bloke and spud flogger extraordinaire
Mark Cavendish @MarkCavendish
95 86 765,185 Professional cyclist from the Isle of Man, riding for @opsqscyclingteam. Fast sprinter, fast talker. Disclaimer: May cause offence.
Michael Hutchinson @Doctor_Hutch
94 65 16,032 Writer, journalist and cyclist. Race for In Gear-Quickvit- Trainsharp RT. Author of ‘The Hour’ and ‘Missing the Boat’.
Iwan Thomas MBE!
93! 75! 85,735! Tweets may offend some… All my own views… I tweet some nonsense but only trying to make people smile… #Shanter #Belmet #Granny #1%Game
Mo Farah!@Mo_Farah!
92! 86! 972,768! Double Olympic Champion, World Champion, first person to beat The Cube for Mo Farah Foundation
Fitness & Athletics – Top Fitness Journalism!WHAT this is
Shows the top Sports and Fitness magazines within the community
They are ordered by their degree of influence over other people in the audience (CPI)
HOW to use it
You can use this to identify the key Magazines/ websites which are having an influence on the community
CPI PI Fllwrs Bio
Runner’s world!@runnersworld!
95! 85! 712,695! Training tips, news and motivation from the editor’s of Runner’s World.
Bicycling Magazine!@BicyclingMag!
93! 76! 75,842! http://Bicycling.com offers tips, news, product reviews, race reports, blogs, video and more
Velonews @velonews
92 77 83,859 The Journal of Competitive Cycling
Athletics Weekly!@AthleticsWeekly!
89! 68! 24,128! The World’s only weekly track and field magazine. http://www.athleticsweekly.com
Runner’s World UK @runnersworlduk
87 67 42,168 The UK’s largest running magazine and website
Fitness & Athletics – Top Fitness Blogs/Bloggers!WHAT this is
Shows the most influential bloggers within the community
They are ordered by their degree of influence over other accounts in the audience (CPI)
HOW to use it
These are fantastic opportunities for brands to spread their message and raise their profile within the Fitness & Athletics community
MORE
Despite having relatively fewer followers than big sports celebrities these individuals are extremely influential amongst this specific group of people
CPI PI Fllwrs Bio
The Inner Ring @inmg
91 73 39,083 News, chatter and interaction from The Inner Ring cycling blog.
Cyclistsinthecity @citycyclists
89 65 11,428 Danny Williams: I blog about cycling as transport; a member of Boris Johnson’s Road Task Force & one of Evening Standard’s ‘1,000 most influential’ Londoners
Ibikelondon blog @markbikeslondon
88 61 8,295 Tweets on cycling, the urban enviornment, road danger and London from the founder of i b i k e l o n d o n blog – rehabilitating the bicycle since 2009.
Therunnerbeans @charliedwatson
78 45 1,268 Runner. Gin drinker. PB lover. Fitness blogger. Pacing the way to a healthier life without missing out on any fun! Chasing a sub 4 marathon! #21daysofyoga
Zoe @Zoe_londonandme
76 42 1,116 AM at Ogilvy. Runner. Fitness Blogger. (All views are my own). #RunChat #ParisMarathon2014 #AdidasThunderRun2014
Fitness & Athletics – Top Events!WHAT this is
Shows the most popular Sports Events within the community
They are ordered by their degree of influence over other accounts in the audience (CPI)
HOW to use it
The Tour de France’s account has a lower overall PI score than huge competitions like the Premier League, suggesting it is not as popular overall.
But it has a higher CPI score, indicating that people who talk about fitness specifically are more engaged with the Tour de France (or the London Marathon).
Bigger is not always necessarily better…
CPI PI Fllwrs Bio
Le Tour de France @LeTour
95 85 332,531 The world’s biggest cycling race. #TDF
VirginLondonMarathon@LondonMarathon!
95! 73! 47,282! Welcome to the Virgin Money London Marathon Official Twitter page. Be part of the family. #VMLM2014
Premier League @premierleague
92 93 3.5M Official Twitter account of the Premier League
England Rugby!@EnglandRugby!
89! 78! 193,473! Official home of England Rugby on Twitter. Rugby Football Union: governing body for grassroots & elite rugby in Engaldn- including @ChampionRugby
IRONMAN Triathlon @IronmanTri
89 81 129,837 Ironman Triathlon events include a 2.4mi swim, 112mi bike & 26.2mi run & culminate @ the Ironman World Championship in Kailua-Kona, HI. Ironman is a lifestyle
Fitness & Athletics – Top Brands!WHAT this is
Shows the top Brands referred to by audience
HOW to use it
Identify and compare the brands that an audience is talking about
MORE
The dashboard edition of PiQ updates this data daily and provides data for every brand being talked about
You can also find the top images, videos and stories being shared each day, week or month
Brand Relevance (Higher is more relevant)
Volume
0.6x 4K
BBC 4x 3K
Nike 1.2x 2K
Google 0.6x 1K
Tesco 8.5x 1K
Apple 0.6x 1K
Amazon 1x 1K
Adidas 1.5x 770
Manchester United 1.1x 800
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