[report] detailed insights on ipl 9's social media statistics

Read time: 15 Minutes

IPL Season 9Social Media Highlights

Duration: April 9 - May 29, 2016Channels: Facebook, Twitter, Instagram, YouTube

Brands Analyzed In This Report

2

Slide No

Social Fan Base vs Audience Acquired 5

Channel Leaders Based On Audience Acquisition 6

Daily Audience Growth

➔ Facebook

➔ Twitter

➔ Instagram

➔ Youtube

7 to 10

Promoted Post Detection

➔ No. of Posts

➔ Engagements

➔ Content Resonance

➔ Advocacy & Conversations

➔ Paid Campaign Effectiveness

➔ Boosting Efficiency

➔ Estimated Boosting Budget

11-18

Best Performing Content

➔ Facebook

➔ Twitter

➔ Instagram

➔ Youtube

19 to 22

Boosting Overview teamwise 23-30

Captains of Social 31

Tournament Popularity by Country 32

Opening Ceremony: Team's Share of Voice 33

Final Game: Most Talked About Players & Team's Share of Voice 34-35

Final Game: Most Effective Brand Campaign & Link Tracking 36

Contents

3

Summary

4

Social Fan Base vs Audience Acquired:➔ Royal Challengers Bangalore acquired most number of fans [1.7 M] followed by Kolkata Knight Riders [1.3 M].➔ Royal Challengers Bangalore lead in the average daily audience acquisition on all the channels in the set except Twitter. Kolkata Knight

Riders lead the average daily audience acquisition on Twitter.

Best Performing Content:Facebook➔ Kolkata Knight Riders shared most engaging content on Facebook, all top 3 posts were boosted. Detected through PropheSee's Paid Post

Detection Feature.Twitter➔ Royal Challengers Bangalore shared most engaging Tweet followed by Sunrisers Hyderabad

Instagram➔ Royal Challengers Bangalore shared most engaging content on Instagram.

YouTube➔ Royal Challengers Bangalore shared most engaging content on YouTube.

Captains of Social➔ Virat Kohli was the social captain of the tournament leading overall on Facebook, Twitter, Instagram in terms of audience acquisition in 7

weeks window.

Opening Ceremony: Teams’ Share of Voice➔ Mumbai Indians [24.78%] lead the set in overall share of voice during IPL opening ceremony followed by Royal Challengers Bangalore

[22.17%]

Final Game: Most Talked About Players & Teams’ Share of Voice➔ Royal Challengers Bangalore was most talked about team on the final game of the tournament and Virat Kohli was most talked about player

for the same.

Final Game: Most Effective Brand Campaign & Link Tracking➔ Bajaj Finserv ran most effective campaign, #50For4 and gained 11,728 total handle mentions on Twitter on the final game.

5

Social Fan Base vs Audience Acquired

Royal Challengers

Bangalore

Kolkata Knight

Riders

Rising Pune

Supergiants

Sunrisers

Hyderabad

Mumbai

Indians

The Gujarat

Lions

Delhi

Daredevils

Kings XI

Punjab

Year Joined IPL 2008 2008 2016 2013 2008 2016 2008 2008

Followers:

Final Day IPL 910,603,258 16,215,452 1,578,828 5,195,904 12,685,684 1,100,206 4,549,963 8,895,061

Followers:

Day 1 IPL 98,809,368 14,841,925 384,006 4,211,132 11,832,044 361,838 3,951,485 8,656,546

Followers Acquired 1,793,890 1,373,527 1,194,822 984,772 853,640 738,368 598,478 238,515

% Change 20.36% 9.25% 311.15% 23.38% 7.21% 204.06% 15.15% 2.76%

➔ Royal Challengers Bangalore tracked with highest number of audience acquired during the tournament [1.7 M new followers] followed by Kolkata Knight Riders [1.3 M new followers]

➔ Rising Pune Supergiants tracked with highest audience change percentage [311.15%] followed by The Gujarat Lions [204.06%].

6

Channel Leaders Based On Audience Acquisition

Total Audience Acquired+ 125,985

Average Daily Followers Change+ 2,544


Average Daily Likes Change+ 28,176


Average Daily Followers Change+ 4,691


Average Daily Subscribers Change+ 962

7

Royal Challengers

Bangalore

Kolkata Knight

Riders

Rising Pune

Supergiants

Sunrisers

Hyderabad

The Gujarat

LionsMumbai Indians Delhi Daredevils

Kings XI

Punjab

Average Daily Likes

Change28,176 24,582 22,064 16,936 12,875 11,889 8,999 2,553

Max Daily Likes

Change86,584 55,371 110,169 46,538 55,447 58,049 32,102 8,111

Date 10-May 5-May 15-May 10-May 28-Apr 12-May 1-May 9-Apr

Daily Audience Growth on Facebook

➔ Royal Challengers Bangalore tracked with highest average daily change in Facebook page likes [+ 28.1K per day] during the reporting period.

➔ Kings XI Punjab tracked with highest number of fan loss [3,190] during given duration, it peaked on April 25 [-1272].➔ Rising Pune Supergiants saw largest single day fan acquisition [110,169 new likes] on May 15, 2016 likely driven by post shared on May

14 showcasing behind the scenes video of #SuperGiants captain, MS Dhoni. 3 promoted posts were also detected on May 14. ➔ Kolkata Knight Riders saw significant fan growth during May 10 to May 14 likely driven by #BollywoodKnights campaign posts during this

period.

https://www.facebook.com/1526013307692862/posts/1550800315214161


8

Daily Audience Growth on Twitter

Kolkata Knight

Riders

Mumbai

Indians

Royal

Challengers

Bangalore

Sunrisers

HyderabadKings XI Punjab

Delhi

Daredevils

Rising Pune

Supergiants

The Gujarat

Lions

Average Follower

Growth2,544 2,078 2,015 1,290 1,124 927 849 786

Peak Follower

Acquisition4,442 4,052 3,734 3,187 2,363 1,921 5,934 1,860

Date 10-Apr 9-Apr 29-May 29-May 9-Apr 10-Apr 9-Apr 11-Apr

➔ Kolkata Knight Riders tracked with highest average daily change in Twitter followers [+ 2.5K per day] during the reporting period. ➔ No team lost followers during this period➔ Rising Pune Supergiants saw largest single day fan acquisition [5.9K new followers] on April 9, 2016 likely driven by Tweet marking

victory against Mumbai Indians on same day.

https://twitter.com/RPSupergiants/status/718865539540656129/photo/1


9

Daily Audience Growth on Instagram

Royal Challengers

Bangalore

Mumbai

Indians

Delhi

Daredevils

Rising Pune

Supergiants

Sunrisers

Hyderabad

Kings XI

Punjab

The Gujarat

Lions

Kolkata Knight

Riders

Average Daily Followers

Change4,691 3,385 2,024 1,509 1,235 1,213 1,141 779

Max Daily Followers

Change7,560 4,777 8,253 5,944 2,382 2,004 2,791 3,003

Date 25-May 9-Apr 22-May 9-Apr 29-May 9-Apr 9-Apr 9-Apr

➔ Royal Challengers Bangalore tracked with highest average daily change in Instagram followers [+ 4.6K per day] during the reporting period.

➔ Delhi Daredevils saw largest fan loss on May 4 [- 3.5K] despite of their win against Gujarat Lions and gained highest followers again [8.2K] on May 22. Same day they played against Royal Challengers Bangalore and lost the game.

➔ Rising Pune Supergiants saw largest single day fan acquisition [5.9K new followers] on April 9, 2016 likely driven by Tweet marking victory against Mumbai Indians on same day.

https://twitter.com/RPSupergiants/status/718865539540656129/photo/1

10

Daily Audience Growth on YouTube

Royal Challengers

Bangalore

Mumbai

Indians

Delhi

Daredevils

Rising Pune

Supergiants

Sunrisers

Hyderabad

Kings XI

Punjab

The Gujarat

Lions

Kolkata Knight

Riders

Average Daily Followers

Change4,691 3,385 2,024 1,509 1,235 1,213 1,141 779

Max Daily Followers

Change7,560 4,777 8,253 5,944 2,382 2,004 2,791 3,003

Date 25-May 9-Apr 22-May 9-Apr 29-May 9-Apr 9-Apr 9-Apr

➔ Royal Challengers Bangalore tracked with highest average daily change in subscribers [+ 4.6K per day] during the reporting period. ◆ Royal Challengers Bangalore saw largest single day fan acquisition [7.5K new subscribers] on May 25, 2016.

➔ Royal Challengers Bangalore also posted highest number of videos [48] during the tournament duration of 51 days. All posts were about the bonding among the squad, how RCB is able to play bold and celebrate each moment during the tournament.

https://www.youtube.com/watch?v=sXvXJLJdQSs

Facebook: Promoted Post Detection Snapshot

The following table showcases the overall post & engagements breakdown in terms of promoted/organic for all brands considered in this report. Please note, the cells highlighted in green indicate the “winning” brand in that category. For example Kolkata Knight Riders yielded the most engagements from promoted Facebook content [90.11%].

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POSTS ENGAGEMENTS

Total Likes Organic Promoted Total % Promoted Organic Promoted Total % Promoted

DD 3,667,305 2,891 35 2,926 1.20% 955,634 1,011,552 1,967,186 51.42%

KXIP 7,712,851 3,146 53 3,199 1.66% 1,268,014 2,389,237 3,657,251 65.33%

KKR 14,310,717 281 255 536 47.57% 2,593,382 23,618,559 26,211,941 90.11%

MI 10,607,720 414 165 579 28.50% 3,051,265 10,124,561 13,175,826 76.84%

RPS 1,420,273 4,996 75 5,071 1.48% 881,604 2,081,943 2,963,547 70.25%

RCB 8,487,886 6,563 138 6,701 2.06% 3,479,066 6,616,276 10,095,342 65.54%

SRH 4,276,663 5,477 77 5,554 1.39% 2,838,376 2,424,586 5,262,962 46.07%

TGL 958,411 3,110 27 3,137 0.86% 996,902 494,002 1,490,904 33.13%

Overview I: Number of Posts

The following chart illustrates the overall breakdown of posts made by the considered brands in this report as paid (promoted) posts or organic posts.

12

27,703Total Posts

825 Paid Posts

26,878Organic Posts

Delhi

Daredevils

Kings XI

Punjab

Kolkata

Knight Riders

Mumbai

Indians

Rising Pune

Supergiants

Royal Challengers

Bangalore

Sunrisers

Hyderabad

The Gujarat

Lions

Paid Posts 35 53 255 165 75 138 77 27

Organic Posts 2,891 3,146 281 414 4,996 6,563 5,477 3,110

Total Posts 2,926 3,199 536 579 5,071 6,701 5,554 3,137

Overview II: Engagements

13

The following chart illustrates the overall breakdown of engagements garnered by the considered brands’ posts in this report as paid (promoted) engagements or organic engagements.

Delhi

Daredevils

Kings XI

Punjab

Kolkata

Knight Riders

Mumbai

Indians

Rising Pune

Supergiants

Royal Challengers

Bangalore

Sunrisers

Hyderabad

The Gujarat

Lions

Paid Engagements 1,011,552 2,389,237 23,618,559 10,124,561 2,081,943 6,616,276 2,424,586 494,002

Organic Engagements 955,634 1,268,014 2,593,382 3,051,265 881,604 3,479,066 2,838,376 996,902

Total Engagements 1,967,186 3,657,251 26,211,941 13,175,826 2,963,547 10,095,342 5,262,962 1,490,904

64.8MTotal Engagements

48.7M Paid Engagements

16MOrganic Engagements

Organic vs. Paid: Content Resonance

Use this slide to gauge which brand’s promoted vs. organic content is resonating with their fans. The higher the average engagements per type of post (paid/organic), the more that content resonates with a brand’s fans.Please note that Kolkata Knight Riders garnered the most Average Engagements Per Post for both Organic and Promoted post during the duration of IPL ‘16

14

Delhi

Daredevils

Kings XI

Punjab

Kolkata

Knight Riders

Mumbai

Indians

Rising Pune

Supergiants

Royal Challengers

Bangalore

Sunrisers

Hyderabad

The Gujarat

Lions

Average Engagements

per Promoted Post28,901 45,080 92,622 61,361 27,759 47,944 31,488 18,296

Average Engagements

per Organic Post331 403 9,229 7,370 176 530 518 321

Organic vs. Paid: Advocacy & Conversation

The following table shows the breakdown of the type of paid engagements garnered per brand across all boosted posts. Use this slide to drive insights on advocacy & conversation:

● Gujarat Lions’s promoted content yielded the maximum shares among competitors in this report [2.34%], indicating that Gujarat Lions’s boosted posts are driving the highest advocacy.

○ Rising Pune Supergiants’s promoted content also yielded the maximum comments among competitors in this report [1.97%], indicating that Hopscotch’s content is driving the highest conversation.

● Gujarat Lions’s organic content yielded the maximum shares among competitors in this report [2.36%], indicating that Gujarat Lion’s organic posts are driving the highest advocacy.

○ Rising Pune Supergiants’s organic content yielded the maximum comments among competitors in this report [2.94%], indicating that Rising Pune Supergiants’s organic content is driving the highest conversation.

15

Promoted Posts Organic Posts

% of Likes % of Comments % of Shares

DD 98.70% 0.59% 0.71%

KXIP 99.05% 0.56% 0.39%

KKR 98.36% 0.65% 0.99%

MI 98.38% 0.72% 0.90%

RPS 96.47% 1.97% 1.56%

RCB 97.89% 0.65% 1.47%

SRH 97.99% 1.05% 0.96%

TGL 96.07% 1.58% 2.34%

% of Likes % of Comments % of Shares

DD 96.73% 1.71% 1.56%

KXIP 97.12% 2.08% 0.81%

KKR 96.66% 1.89% 1.46%

MI 96.80% 1.77% 1.43%

RPS 95.18% 2.94% 1.88%

RCB 97.40% 1.40% 1.21%

SRH 97.24% 1.74% 1.03%

TGL 94.98% 2.67% 2.36%

Paid Campaign Effectiveness

16*Please note that only brands that used hashtags in their promoted posts can be tracked for this section

Please note the word-cloud is based on hashtag campaign ran by mentioned brands and the size of the font is directly proportional to usage frequency of that hashtag.

Boosting Efficiency

17

The following chart illustrates the boosting efficiencies followed by brands in this report. The closer to the left corner, the more efficient a brand. The bottom right corner represents the least efficient area.

Boosting Efficiency:The number of Promoted engagements yielded per Promoted post shared. A value of:1 → implies that Promoted posts are garnering nearly the same engagement as compared to organic posts.>1 → implies that Promoted posts are better targeted and drive higher engagements than organic posts.<1 → implies that boosted posts are yielding less engagement than organic posts

Boosting Efficiency

DD 42.99

KXIP 39.43

KKR 1.89

MI 2.70

RPS 47.50

RCB 31.82

SRH 33.23

TGL 38.50

Estimated Boosting Budget per Post (USD)

18

Refer to this slide to understand estimated boosting budget(s) for a brand in the given reporting period.

DD KXIP KKR MI RPS RCB SRH TGL

Delhi

Daredevils

Kings XI

Punjab

Kolkata

Knight Riders

Mumbai

Indians

Rising Pune

Supergiants

Royal

Challengers

Bangalore

Sunrisers

Hyderabad

The Gujarat

Lions

Budget Per Post (USD) $1,740 $2,644 $5,791 $3,900 $2,480 $3,071 $2,197 $1,548

Total Budget (USD) $60,914 $140,147 $1,476,680 $643,514 $185,985 $423,833 $169,149 $41,783

The following are the most engaging posts overall (Top 3) shared on Facebook by teams in this report. Please note that all the posts were made by Kolkata Knight Riders. All the posts were about Shah Rukh Khan, brands can look at leveraging engagements through celebrity pages/ moments they share during IPL.

Best Performing Posts

19

4 May at 11:08 PM 17 May at 2:33 PM 5 May at 3:35 PM

Engagement 950,781

Likes 934,102

Comments 5,052

Shares 11,627

Engagement 934,385

Likes 922,146

Comments 4,018

Shares 8,221

Engagement 787,781

Likes 777,964

Comments 3,281

Shares 6,536

Denotes post is promoted. Tracked through PropheSee’s Paid Post Detection Feature







The following are the most engaging tweets overall (Top 3) shared on Twitter by brands in this report.


Engagement 3,370

Retweets 756

Likes 2,614

20

Engagement 3,095

Retweets 1,220

Likes 1,875

Engagement 2,814

Retweets 1,240

Likes 1,574

28 May at 9:20 PM 30 May at 11:26 AM 30 May at 11:20 AM

The following are the most engaging posts (Top 3) shared on Instagram this reporting period.


21

May 24 at 11:49 AMMay 28 at 10:38 PM 28 May at 12:36 PM

Engagement 27,550

Likes 27,303

Comments 247

Engagement 19,684

Likes 19,385

Comments 299

Engagement 19,490

Likes 19,352

Comments 138

https://www.instagram.com/p/BF9JSQyiR0i/

https://www.instagram.com/p/BF8SA1kCR5l/

https://www.instagram.com/p/BFzMDl2iR0H/

22

The following are the most engaging posts (Top 3) shared on YouTube this reporting period.


11 April at 10:12 AM

Engagement 1,414,469

Views 1,404,536

Likes 9,359

Dislikes 232

28 April at 11:32 AM 25 May at 12:11 AM

Engagement 626,796

Views 621,209

Likes 5,262

Dislikes 131

Engagement 497,745

Views 494,314

Likes 3,120

Dislikes 173

https://www.youtube.com/watch?v=RDMsxisMo8Q

https://www.youtube.com/watch?v=jU0B8hQBjQU

https://www.youtube.com/watch?v=sXvXJLJdQSs

23

Boosting Overview: Delhi Daredevils

% of Promoted Posts 1.20%

% of Promoted Engagements 51.42%

Boosting Efficiency 42.99

Type of Post Boosted Most Photo

Average Budget Per Post (USD) $1,740

Most Engaging Promoted Post

Type of Media Promoted

8 May at 4:00 PM

Engagement 220,500

Likes 220,000

Comments 355

Shares 145

24

Boosting Overview: Kings XI Punjab








28 March at11:56 AM

Engagement 170,960

Likes 170,392

Comments 192

Shares 376

25

Boosting Overview: Kolkata Knight Riders








4 May at 11:08 PM

Engagement 950,781

Likes 934,102

Comments 5,052

Shares 11,627

26

Boosting Overview: Mumbai Indians








12 May at 1:12 PM

Engagement 256,316

Likes 254,294

Comments 993

Shares 1,029

27

Boosting Overview: Rising Pune Supergiants








29 April at 9:42 PM

Engagement 79,135

Likes 77,528

Comments 650

Shares 957

28

Boosting Overview: Royal Challengers Bangalore








7 April at 9:06 PM

Engagement 245,705

Likes 231,528

Comments 2,944

Shares 11,233

29

Boosting Overview: Sunrisers Hyderabad





Average Budget Per Post (USD) $ 2,197



9 May at 7:46 PM

Engagement 80,152

Likes 76,159

Comments 1,390

Shares 2,603

30

Boosting Overview: The Gujarat Lions





Average Budget Per Post (USD) 1,548



11 May at 11:58 PM

Engagement 39,055

Likes 37,239

Comments 1,640

Shares 176

Captains of Social Media

Facebook

Rank Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7

1 Virat Kohli Virat Kohli Virat Kohli Virat Kohli Virat Kohli Virat Kohli Virat Kohli

2 Gautam Gambhir Gautam Gambhir David Warner David Warner MS Dhoni MS Dhoni David Warner

3 Suresh Raina Suresh Raina Gautam Gambhir Gautam Gambhir David Warner David Warner MS Dhoni

Twitter


1 Suresh Raina Virat Kohli Virat Kohli Virat Kohli Virat Kohli Virat Kohli Virat Kohli

2 Virat Kohli Suresh Raina Suresh Raina Suresh Raina Suresh Raina Suresh Raina Suresh Raina

3 Rohit Sharma Rohit Sharma Rohit Sharma Rohit Sharma Rohit Sharma Rohit Sharma Rohit Sharma

Instagram


1 Virat Kohli Virat Kohli Virat Kohli Virat Kohli Virat Kohli Virat Kohli Virat Kohli

2 MS Dhoni MS Dhoni MS Dhoni MS Dhoni MS Dhoni MS Dhoni MS Dhoni

3 Rohit Sharma Rohit Sharma Rohit Sharma Rohit Sharma Rohit Sharma Rohit Sharma Rohit Sharma

Below chart is based on new followers acquired during the IPL season 9 by each team’s captain on Facebook, Twitter & Instagram. Only top 3 players are shortlisted for each week for each channel. Use this graph to identify which captain is most popular in each week.

32

Tournament Popularity by Country

Rank Country Number of Facebook Followers

1 India 37,506,571

2 Bangladesh 5,875,301

3 Pakistan 2,583,507

4 Nepal 532,870

5 Dubai 531,287

6 Sri Lanka 485,135

7 South Africa 385,104

8 United States 354,716

9 United Kingdom 159,998

10 Afghanistan 154,180

Below chart is a sum of each team’s country-wise page likes. Mentioned countries topped the list. The order can be assumed as total number of people interested in the tournament on social media from each country.

33

IPL Opening Ceremony: Most Talked About Teams

#SunrisersHyderabad SoV - 1.55%

#RCBSoV - 22.17%

#MISoV - 24.78%

#AmiKRKSoV - 21.32%

#GujrathLionsSoV - 13.17%

#DD SoV - 3.73%

#KXIP SoV - 4.97%

#RPS SoV - 8.31%

34

RCB vs SRH Final Game

VIRAT KOHLISoV - 33.03%

DAVID WARNERSoV - 23.86%

CHRIS GAYLESoV - 23.76%

SHANE WATSONSoV - 8.89%

YUVRAJ SINGHSoV - 10.43%

SUNRISERS HYDERABAD#OrangeArmy SoV - 42.43%

Usage Count- 8,845

ROYAL CHALLENGERS BANGALORE #PlayBold

SoV - 57.57%Usage Count- 11,999

Most Talked About Team

Most Talked About Players

35

Most Effective: Bajaj Finserv’s #50For4 Campaign

➔ Bajaj’s #50For4 campaign tracked with the most mentions [11.7K], followed by Vivo, KFC India & LMJ Logistics.◆ Bajaj Finserv’s Twitter handle also garnered the

most mentions [11.8K] followed by KFC India & LMJLogistics. Vivo did not garner as many handle mentions, indicating dialogue/conversation was low.

➔ Bajaj Finserv shared 14 links to participate in the #50for4 contest, using PropheSee’s proprietary link analytics feature, the chart to the left illustrates the number of clicks garnered by each link. ◆ The links together yielded a total of 1.4K clicks to

Bajaj Finserv’s website.◆ Pls note, the “Contest” link (in purple) far

outperformed all other links shared. ◆ The Top 3 Most clicked links are marked below

head to head with the total clicks yielded, top 3 referring platforms & Top location of users engaging with the links.

http://bit.ly/50For4-Finish










36

Most Retweeted Tweets: Final Game

Engagement 48,285

Retweets 9,119

Likes 39,166

Engagement 1,256

Retweets 472

Likes 784

Engagement 7,233

Retweets 3,256

Likes 3,977

1 2 3

https://twitter.com/imVkohli/status/731491954635227137/photo/1

https://twitter.com/imVkohli/status/731491954635227137/photo/1

https://twitter.com/kkriders/status/717329407031902208

https://twitter.com/kkriders/status/717329407031902208

https://twitter.com/josbuttler/status/731454038567489536

https://twitter.com/josbuttler/status/731454038567489536