SunRisers Hyderabad Rising On Social Media In IPL 6

A review of SunRisers Hyderabad performance on Social media during the IPL6

Sunrisers_Hyderabad

SunRisers Hyderabad is the new kid on the block in IPL 6. The IPL franchise was recently acquired by the Sun TV Network and with all the IPL teams trying to establish a strong presence on digital media, SunRisers Hyderabad is also not far behind. The team announced its name in December and their Facebook page was launched almost around the same time. So how has their journey been on social media till now? Let’s find out.

Sunrisers Hyderabad

Sunrisers Hyderabad on Facebook

SunRisers Hyderabad has seen a tremendous growth in the last 4 months (24th Dec 2012 – 18th Apr 2013) accumulating more than 430K fans with an average Fan growth rate of 8% per day. On the engagement front, SunRisers currently has a healthy engagement rate of more than 40% which beats all the other IPL teams and is way above any other sports team which has a presence on Facebook (Sports Teams have an average 4% engagement across all geographies).

Sunrisers Hyderabad Fan Growth Rate
SunRisers Hyderabad Fan Growth Rate

The Facebook page is doing a good job in engaging their fans, sharing stories and interviews about their players along with highlights of what mattered in the matches. The Engagement Score of SRH, according to Unmetric is 157, which is good for a Sports Franchise when the benchmark for other teams on Engagement Score is around 105. The top 5 engaged posts for SRH are all Photo based posts (No rocket science in that now, is there?) and are listed below:

Post

Likes

Comments

Shares

Engagement Score (Unmetric)

Yes, We Did It

15,743

1,146

1,828

879

The Steyn Gun defies all norms

12,451

539

2,601

841

It took a Super Over…

12,684

835

1,658

729

Amit Mishra – The 1st player to take 3 hattricks

12,360

782

1,696

720

It’s here!! Presenting the SRH Jersey

5,677

1,024

2,737

697

The average Post Engagement Rate for SRH has also been impressive with each post having more number of shares than comments (Shares do lead to more virality acting as a sort of recommendation than Facebook comments). This might be one of the reasons why we see SRH with such a high Fan growth Rate. The Franchise has also integrated their YouTube and Twitter accounts as tabs within Facebook on the similar lines of what we see with Mumbai Indians.

Post Engagement Sunsrisers Hyderabad
Post Engagement Sunsrisers Hyderabad

The SRH Facebook page is indeed seeing a lot of activity by their Fans posting on the walls. However, SRH is not responsive to the fans with less than 1% of the posts being responded to or acknowledged on Facebook. Fridays and Saturdays are the most engaging days for the SRH fans while Shikhar Dhawan and Dale Steyn seem to be the most talked about players on the page with around 200 mentions.

SunRisers Hyderabad on Twitter

With more than 55K followers in their kitty on Twitter, the average follower growth rate for the SRH handle for the past 4 months has been well around 3-4% (The followers registered a sudden growth of 2633% on March 13 which might be attributed to some paid activity if carried out to gain more reach). The busiest time for the account is around the time the IPL matches are being broadcasted ( 6PM – 9PM) with only 8% of their tweets as replies and an average response time around 6hrs and 30 minutes.

Sunrisers Hyderabad on Twitter

When compared SRH to Mumbai Indians which we reviewed last week, the @mipaltan scores with a better net positive sentiment over SRH with the average response time of Mumbai Indians being 1/6th of the time taken by the SunRisers.

Sentiment Comparions - MI vs SRH

Overall, the SunRisers are doing a decent job of sustaining over the microblogging site along with contributions from some of the more famous Twitter users (likes of @[email protected]_Dzire supporting the team with #SRH hashtag).

SunRisers Hyderabad on YouTube

With more than 1.6K new subscribers added in the last 4 months, the video logs consist of some one-on-one’s with the IPL franchise players along with the most popular offering of their official team anthem, which has garnered more than 206K views till date. The video offerings with player interviews are mostly short and precise under 1 minute, making the content up to the point.

The website of SunRisers is also pretty well socially integrated with Facebook and Twitter widgets to support a clean interface inviting you over to check out player bios and stats, Polls, Gallery and what not. The site does gain more than 13% of its referral from Facebook which is second only to Google (Source: Alexa.com)

The on field performance of SunRisers have helped them boost their social media engagement (especially on Facebook) too. And I do hope they come up with some cool campaigns/initiatives for maximum fan participation which would be an icing on the cake.

And before we go, here are where the teams stand in the Social Media League 2013 (4th Apr – 20th Apr 2013):

IPL Team

IPL Standings

Facebook

Twitter

YouTube

Avg. Engagement Score*

CSK

10

35

33

13

27

RCB

10

23

32

23

26

SRH

10

45

21

37

34

RR

8

18

28

15

20

KXIP

6

17

25

15

19

MI

6

30

35

13

26

KKR

4

27

32

17

25

PWI

4

12

12

11

12

DD

2

21

20

16

19

*Please note that the Average Engagement Score is the mean of all the Engagement Scores of all the franchises in Social Media in the IPL 6 duration. The clear winner as of now is SunRisers Hyderabad miles ahead in engagement than the other teams. However, the IPL is still not over yet, And as with IPL, anything can happen in Social Media too.

Disclosure: Unmetric is an advertiser at Ligthouse Insights.