IPL On Social Media Week 6: #CSK Lead On Facebook While #RCB Dominates On YouTube

A report on social media performance of IPL teams on social media. Chennai Super Kings lead on Facebook whereas Royal Challengers Bangalore excel at YouTube

IPL6_2013

The Indian Premier League’s matches are drawing to a close and these 6 weeks we have seen IPL franchises like Chennai Super Kings and Mumbai Indians having a good response to Social Media. However, we have also seen a co-relation of on field performances (or the lack of it) transferring to their online performance as well (Read Pune Warriors India and Delhi Daredevils). With the IPL being in the news for all the wrong reasons in the last week for the spot fixing scandal, did it affect the team’s sentiments on social media? Let’s find out the team performance on social media for the 6th week (8th May – 14th May 2013) using Unmetric.

IPL teams on Facebook

In terms of Fan growth rate, Sunrisers with the help of paid activities have attained the highest Fan growth rate of over 6% WoW with the addition of more than 35K new fans in week 6.  Chennai Super Kings and Mumbai Indians lead the engagement front in week 6 on Facebook while Delhi and Pune are still the least engaged pages on Facebook.

Facebook Engagement IPL Teams on Facebook in Week 6

Chennai Super Kings who has been consistently leading the other IPL teams on Facebook again is the most active on Facebook in terms of posting activity. And I am also not afraid to say that their fans are the most enthusiastic and active fans on Facebook. In terms of Interactions per Thousand Fans, CSK occupies 60% of the posts in the top 10. Below are the top 5 posts of Week 6 with the highest amount of interactions per 1000 fans:

Post

Team

Applause Rate

Conversation Rate

Amplification Rate

IPM

SRK loves CSK

CSK

3.0%

0.1%

0.8%

40

Adam Gilchrist lead us to a sweet win against RCB

KXIP

2.4%

0.2%

0.2%

28

Namma team is back in Chennai

CSK

2.4%

0.1%

0.2%

27

We have reached Jaipur..

CSK

1.8%

0.0%

0.2%

20

Kieron Pollard a very Happy Birthday!

MI

1.7%

0.2%

0.1%

20

SRK’s confession that he might own KKR but his favourite team is CSK has created quite a bit of conversations for the southern IPL team with the post being shared more than 18K times. Kings XI have also stirred up their conversations from the past 2 weeks (post David Miller’s blitzkrieg) and with Adam Gilchrist playing his last edition of IPL, the fans have surely started discussing about the legend on their page.

In terms of responses, no IPL team is still focusing on giving out responses to fans on their wall posts. The IPL franchises feel Twitter is more suitable for one to one conversations and don’t use Facebook for those conversations. And with the spot fixing scandal in the news, the IPL brand and especially the Rajasthan Royals have got a task in their hand to curb the negativity around their fans.

IPL teams on Twitter

On Twitter, we do get a more even competition with all the handles having a consistent follower growth along with fair bit of conversations. However, Kolkata Knight Riders and Pune Warriors seem to fall behind in terms of follower acquisition which might be owing to their low activity in week 6.

Follower Growth Rate on Twitter for IPL teams on Social Media

Pune Warriors did not reply to any tweet in week 6 and may be have slowed down on their social efforts owing to their team’s dismal performance in this edition. Sunrisers took the highest response time with an average reply in 4 hours while Sunrisers and Rajasthan seem to reply within the 10 minute range.

Average Response Time of IPL Teams in IPL6 on Twitter

Rajasthan Royals invited participation by running #MyRoyalHero contest on Twitter and got a fair bit of response from the RR followers. The contest generated more than 700 tweets with more than 160 contributors (Source: TweetBinder). Mumbai Indians also came up with their own ‘Spot the Ball’ contest on Twitter which CSK was conducting on their Facebook pages successfully for the past 2 weeks.

The RCB team in order to pledge their support for a greener planet donned a green jersey against their match with Punjab. The twitterati were keen to jump in on the #RCBGoGreen initiative and pledged their support to RCB in a positive manner. There were more than 2,000 tweets with the hashtag and a potential reach of  over 1.6 million on Twitter with over 800 contributors tweeting with the hashtag (Source: TweetBinder). It was a good initiative on behalf of Vijay Mallya’s team to unify and spread awareness among the people for a greener planet within the spirit of cricket.

IPL teams 0n YouTube

On YouTube, Royal Challengers has been a consistent performer in terms of it’s content as well as gaining eyeballs. The RCB franchise has added more than 440K views this week along with 2,000 new subscribers. The content uploaded again has Gayle at the centre stage with after match party contents and some behind the scenes footage which I am sure the RCB fans love to get a sneak peek in to. Rajasthan has also been quite active this week with 15 uploads and garnering more than 73K new views. The content strategy for all the teams on YouTube has been around the same theme (Interviews/Candid talks and after match facts).

And the most viewed video in IPL in Week 6 goes to:

Although CSK and MI have a pretty strong holding as far as their Facebook community is concerned, RCB is also doing a good job overall and exceeding other teams as far as YouTube and Twitter is concerned. Although this week, no one team has been consistently performing on all the platforms, one thing for sure is that the bottom three teams (KKR/DD/PWI) still continue to lag behind in content strategy as well as activity.

And for the overall community size of all the IPL teams, here is a week over week overview:

Social Media Footprint of IPL Teams in Social Media

 Disclosure: Unmetric is an advertiser at Lighthouse Insights.