social media for super rugby teams

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• This is a Social Media Audit for one of the biggest Rugby

tournaments in the world, Super Rugby.

• The Social Media Audit was conducted to see how Super

Rugby Teams are performing on Social Media and If they’re

performance is making an Impact in their country.

• The Audit was conducted from the 24th February till the 24th

March 2014.

• The channels analyzed for the Audit were Facebook, Twitter,

Instagram & YouTube.

• Sources of the data is from Facebook and Twitter APIs.

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g• Fans: The total number of people who have liked your

Page.

• Engagement: The percentage of the number of people

talking about your Facebook Page, by story type.

(Unique Users)

• Reach: Refers to the number of people that are reached

and exposed to the Facebook Page.

• Demographics: Location and Gender of the Facebook

Fans

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

t

• Followers: The total number of people who have followed

your Profile.

• Mentions: Refers to responses to a tweet, containing the

@mention of the original tweet composer.

• Influencer Score: A numerical value between 1 and 100

determining a user's social media usage and correlates the

content created to measure how other users interact with

that content.

• Influencer: A person or a group of people who possess

greater than average potential to influence due to attributes such as personal persuasiveness

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Social Media Presence

f

t

wR

VVVV

24 February – 25 March 2014

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate

u New Zealand Fans P Reach

w Female Fans

Male Fans

g

q

Facebook Insights


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Popular City: Hamilton

Fans by Country g


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Twitter Followers

STwitter Age

t @ChiefsRugby Mentions O

Influencer Score

Top Influencer

t

s u

#ChiefsMana Mentions

Twitter Insights


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

SFollowing

Posts

Followers

s u

RInstagram Insights


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


f

t

wR

VVVX


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate

u SA Fans P

Reach

w Female Fans

Male Fans

g

w

Facebook Insights


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Popular City: Pretoria

Fans by Country g


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Twitter Followers

STwitter Age

t @BluebullsRugby Mentions O

Influencer Score

Top Influencer

t

s u

Bluebulls Mentions

Twitter Insights


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


f

t

wR

VVVV


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate

u Australian Fans P Reach

w Female Fans

Male Fans

g

q

Facebook Insights


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Popular City: Canberra

Fans by Country g


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Twitter Followers

STwitter Age

t @BrumbiesRugby Mentions O

Influencer Score

Top Influencer

t

s u

Brumbies Rugby Mentions

Twitter Insights


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

SFollowing

Posts

Followers

s u

RInstagram Insights


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


f

t

wR

VVVV


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate


w Female Fans

Male Fans

g

w

Facebook Insights


Popular City: Christchurch

Fans by Country g______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Twitter Followers

STwitter Age

t @CrusadersRugby Mentions O

Influencer Score

Top Influencer

t

s u

Twitter Insights______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

CrusadersRugby Mentions


SFollowing

Posts

Followers

s u

RInstagram Insights______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


f

t

wR

VVVV


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate


w Female Fans

Male Fans

g

q

Facebook Insights


Popular City: Brisbane

Fans by Country g______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Twitter Followers

STwitter Age

t @Reds_Rugby Mentions O

Influencer Score

Top Influencer

t

s u

Twitter Insights

Reds Rugby Mentions

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


SFollowing

Posts

Followers

s u



______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


f

t

wR

VVXX


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate

u SA Fans P Reach

w Female Fans

Male Fans

g

q

Facebook Insights


Popular City: Free State

Fans by Country g______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Twitter Followers

STwitter Age

t @CheetahsRugby Mentions O

Influencer Score

Top Influencer

t

s u

Twitter Insights

Cheetahs Rugby Mentions

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


f

t

wR

VVVV


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate

u SA Fans P Reach

w Female Fans

Male Fans

g

q

Facebook Insights


Popular City: Cape Town

Fans by Country g______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Twitter Followers

STwitter Age

t @Stormers Mentions O

Influencer Score

Top Influencer

t

s u

Twitter Insights

Stormers Rugby Mentions

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


SFollowing

Posts

Followers

s u



______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


f

t

wR

VVVX


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate


w Female Fans

Male Fans

g

q

Facebook Insights


Popular City: Sydney

Fans by Country g______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Twitter Followers

STwitter Age

t @NSWWarathas Mentions O

Influencer Score

Top Influencer

t

s u

Twitter Insights

NSWWarathas Rugby Mentions

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


f

t

wR

VVVX


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate

u SA Fans P Reach

w Female Fans

Male Fans

g

q

Facebook Insights


Popular City: Durban

Fans by Country g______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Twitter Followers

STwitter Age

t @TheSharkZA Mentions O

Influencer Score

Top Influencer

t

s u

Twitter Insights

Sharks Rugby Mentions

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


f

t

wR


VVVV

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate

u Newzealand Fans P Reach

w Female Fans

Male Fans

g

q

Facebook Insights



Fans by Country g______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Twitter Followers

STwitter Age

t @Highlanders Mentions O

Influencer Score

Top Influencer

t

s u

Twitter Insights

Highlanders Rugby Mentions

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


SFollowing

Posts

Followers

s u



______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


f

t

wR


VVVV

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate


w Female Fans

Male Fans

g

q

Facebook Insights


Popular City: Brisbane

Fans by Country g______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Twitter Followers

STwitter Age

t @HurricanesRugby Mentions

O

Influencer Score

Top Influencer

t

s u

Twitter Insights

Hurricanes Rugby Mentions

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


SFollowing

Posts

Followers

s u



______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


f

t

wR


VVVV

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate


wFemale Fans

Male Fans

g

q

Facebook Insights

u

w


Popular City: Auckland

Fans by Country g______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Twitter Followers

STwitter Age

t @BluesRugbyTeamMentions

O

Influencer Score

Top Influencer

t

s u

Twitter Insights

Blues Rugby TeamMentions

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


SFollowing

Posts

Followers

s u



______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


f

t

wR


VVVX

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate

u South African fans P Reach

wFemale Fans

Male Fans

g

q

Facebook Insights

u

w


Popular City: Johannesburg

Fans by Country g______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Twitter Followers

STwitter Age

t @LionsRugbyUnionMentions

O

Influencer Score

Top Influencer

t

s u

Twitter Insights

Lions Rugby Mentions

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


f

t

wR


VVVV

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate

u Australian fans P Reach

wFemale Fans

Male Fans

g

q

Facebook Insights

u

w


Popular City: Perth

Fans by Country g______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Twitter Followers

STwitter Age

t @WesternforceMentions

O

Influencer Score

Top Influencer

t

s u

Twitter Insights

Western Force Rugby Mentions

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


SFollowing

Posts

Followers

s u



______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


f

t

wR


VVVV

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

y Facebook Fans t

Engagement Rate

u Australian fans P Reach

wFemale Fans

Male Fans

g

q

Facebook Insights

u

w


Popular City: Melbourne

Fans by Country g______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Twitter Followers

STwitter Age

t @MelbourneRebelsMentions

O

Influencer Score

Top Influencer

t

s u

Twitter Insights

Melbourne Rebels Mentions

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


SFollowing

Posts

Followers

s u



______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Facebook Fans

SharksStormers

CrusadersBlue Bulls

ChiefsRedsBlues

HurricanesHighlanders

WaratahsCheetahsBrumbies

RebelsForceLions

g


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Fans by Country who like Super Rugby g


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Countries that like Super Rugby Teams

SA

NZ

AUS

Argentina

USA

UK

FIJI

FRANCE

JAPAN

g


SA

NZ

AUS

Argentina

USA

UK

FIJI

FRANCE

JAPAN

SA

NZ

AUS

Argentina

USA

UK

FIJI

FRANCE

JAPAN

SA

NZ

AUS

Argentina

USA

UK

FIJI

FRANCE

JAPAN

SA

NZ

AUS

Argentina

USA

UK

FIJI

FRANCE

JAPAN

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Facebook Engagement Rate

BrumbiesForceLionsBlues

HighlandersWaratahs

HurricanesRebels

RedsCheetahs

ChiefsCrusaders

SharksStormers

Blue Bulls

g


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• The Team with the Most Facebook Fans is from South Africa – The Sharks

• The Team with the least Facebook Fans is from South Africa – Golden Lions

• Australian Team - Brumbies has the highest engagement rate among the other Super 15 teams.

• South African Team – Blue Bulls has the lowest engagement Rate among the other Super 15 Teams.

g

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Twitter Followers

StormersSharks

Blue BullsReds

CrusadersChiefsBlues

WaratahsBrumbiesCheetahs

RebelsLions

HurricanesHighlanders

Force

t


SANZAR

0

50 000

100 000

150 000

200 000

250 000

South African Teams New Zealand Teams Australian Teams

t


______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Twitter Mentions

StormersSharksChiefsLions

RebelsForceBlues

BrumbiesWaratahs

RedsHurricanes

HighlandersCrusadersBlue BullsCheetahs

t


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• The Team with the Most Twitter Followers is from South

Africa – DHL Stormers

• The Team with the Least Twitter Followers is from South

Africa – Golden Lions

• South African Team – DHL Stormers had the most mentions

among the other Super 15 teams.

• South African Team – Cheetahs had the least mentions

among the other Super 15 teams.

• The Team with the highest Influencer Score – Blues,

meaning they have more Influence amongst the other Super

Rugby Teams.

g

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• ZASocial Media is a social media agency specializing in ALL things

social – from creating social media strategies, social media campaigns,

to providing social media community management for your business.

We also provide social media monitoring, social media advertising and

social commerce.

• What started out to be an agency servicing small clients has since

grown into giving some of South Africa’s top brands and prominent

icons a place in the social sphere. ZASocial Media has worked with top

South African brands such as the Premier Soccer League, Standard

Bank Joy of Jazz, SABC, Computicket and Yellow Pages SA, just to

name a few.

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“Our mission is to make Social Media an effective tool in every business

and entrepreneur’s arsenal.”

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