Week4 Of IPL6 On Social Media – #CSK And #MI Flourish,While #PWI Is Lagging Behind [Report]

A weekly review by Lighthouse Insights as to how IPL teams are leveraging social media to engage in conversations in IPL 6

IPL6

Week 4 of IPL had some surprises and close encounters. Pune Warriors and Delhi still struggle to make it to the eliminations while CSK is sitting pretty at the top. When it comes to the fan following of the teams online, how are they coping up? We used Unmetric and Brandwatch to analyse the week 4 (24th Apr- 30th Apr 2013) of IPL on social media. Let’s find out.

IPL teams on Facebook

On Facebook, Sunrisers had the best Fan growth rate over 5% while CSK had the highest Engagement Score.

Facebook Engagement Source: Unmetric

With Mumbai Indians celebrations about their skipper Rohit Sharma’s birthday to Delhi’s Fan of the week contest, most of the teams were posting the content related to the match and players gelling off the field. CSK meanwhile has come up with an interactive Android application called CSK FanKave. The application is meant for the CSK fans to connect with their friends for an engaging second screen experience. This virtual hangout called “Kave” will offer the ability to interact with your friends using text chat, connect to your social network through Facebook , provide real-time play-by-play of CSK matches. The app has done well on Google Play with around 5,000 downloads and an average rating of 4.9

Interactions per Post on Facebook Source: Unmetric
Interactions per Post on Facebook (Source: Unmetric)

Mumbai Indians leads in terms of the average interactions per post followed closely by CSK. Pune Warriors had the least number of interactions in Week 4. Content Likes are on the higher side, but where CSK and Mumbai score are in the terms of conversations as well as shares received per post.

Below are the top 5 most engaging posts in Week 4 of the IPL:

Team

Post

Total Interactions

IPM Score

Mumbai Indians Describe this in just ONE WORD!

106,508

34

Mumbai Indians Outplayed and Outclassed…

71,949

23

Chennai Super Kings How many whistlessss?

49,369

24

Mumbai Indians The moment we all have been waiting..

49,207

16

Chennai Super Kings Another victory for the Super Kings!!..

43,279

22

The spectacular catch by Pollard garnered the maximum interactions from the Mumbai Indians fan page. Most of the top posts were photo based and were from MI and CSK.

IPL teams on Twitter

In terms of new followers, CSK accumulated maximum new followers in Week 4 with over 27K new followers. CSK and Sunrisers had a pretty good engagement score along with follower growth in Week 4. In terms of replies and having conversations, all the IPL teams prefer Twitter over Facebook which might be due to low volume and short conversations over Twitter rather than managing 10 times the volume on Facebook.

Twitter Engagement Source: Unmetric
Twitter Engagement (Source: Unmetric)

Kolkata Knight Riders replied the fastest in week 4 taking an average of 2 minutes on response while CSK took the longest with over 7 hours for an average response.

In terms of being the most used match hashtag, the Pune Warriors and CSK match (#PWIvsVSK) generated the maximum Twitter impressions worth more than 8.2 Million. #GayleStorm and #WishSachin also trended determining the popularity of the two players in the current IPL. Chennai Super Kings fans were the most active on Twitter with CSK related hashtags (branded and non branded) generating more than 55 Million impressions on Twitter (Source: Brandwatch).

Below are the top 3 Tweets who from Week 4 based on the highest reach attained by them in Week 4:

http://twitter.com/arun_rgl/statuses/327817496533037056

IPL teams on YouTube

Royal Challengers Bangalore from the last 2 weeks, continue to be the most active channel on YouTube in terms of uploads as well as video views. More than 738K new views were recorded for RCB in week 4. However, as % of new views recorded, CSK triumphed with 25% of the total views recorded in this week.

YouTube Engagement Source: Unmetric
YouTube Engagement  (Source: Unmetric)

The Gayle factor still draws huge attention and that is what RCB is doing on their YouTube channel. Most of the top videos are themed around the Jamaican while CSK’s top video is a thanking video to their fans and Mumbai has uploaded their Master Blaster’s birthday celebration which has been viewed more than 49K times this week.

When it comes to mere conversations over the web, Chennai Super Kings leads the Share of Voice among all the other IPL teams with a SoV of 32% followed by Mumbai Indians and KKR. Delhi Daredevils had the least mentions last week. This might be attributed to the fact that Delhi played just one match in Week 4 which was the least among other teams.

IPL Teams Share of Voice Source: BrandWatch

As predicted, most of the spike in conversations were observed during the tenure of the matches for all the IPL teams. Twitter formed the bulk of the medium contributing to around 80% of all the conversations.

On the other hand, Mumbai Indians disliking for Virat Kohli (or the fear of Gayle) was the main cause of negative sentiments around RCB on the match day while Shikhar Dhawan’s return was one of the causes for some positive conversations around the Sunrisers Hyderabad Team.

IPL Teams Sentiment Source: BrandWatch
IPL Teams Sentiment (Source: BrandWatch)

The winner who takes it all in terms of overall engagement is Chennai Super Kings. Below are the teams ranked against their average Engagement score and their overall social footprint from Facebook, Twitter and YouTube this week.

Rank

Team

New Fans/Followers acquired in Week 4

Avg Engagement Score in Week 4

1

CSK

91,370

98

2

MI

44,692

83

3

SRH

38,837

69

4

RCB

51,817

62

5

KXIP

16,682

50

6

KKR

44,498

44

7

RR

18,412

41

8

DD

19,864

40

9

PWI

11,938

34

The on field performance by team is reflecting on the performance of their Social Media duties also. Teams like CSK/MI/RCB/SRH have been playing well in this version of IPL and this has been reflected on their social media presence and engagement as well. Whereas, teams like Pune Warriors and Kolkata with Delhi have been mediocre at best in IPL 6. This performance has also reflected on their social media (worst affected is Pune Warriors).

Greater win percentage might be the reason for better fan engagement and conversations among the fans whereas losses in IPL games means lack of interest from the followers side (or abuses at worst). These teams who have been playing less effectively need to ensure that they do keep their fans eyeballs glued and make them stick to their teams in tough times. As someone rightly said, it is during the tough times, when true fans of the team come forward to support.

What do you think the other teams should do to increase their fan participation? Do let us know your thoughts in the comments.

P.S.: Unmetric is an advertiser at Lighthouse Insights.