We have passed the second week of IPL6. The tournament has already seen some amazing performances from SunRisers Hyderabad and Chennai Super Kings but teams like Delhi Daredevils are yet to click. This season the stakes on social media have increased with the Twitter integration with IPL being one very clear indication. So we thought of getting across some numbers on how the IPL teams are performing on Twitter.
Using Unmetric, the brand monitoring product on social media, we monitored the 9 IPL teams for the second week from 10th April 2013 to 16th April 2013.
The comparative analysis of all the 9 teams resulted with Mumbai Indians(MI) leading the charts with an Unmetric Score of 35, followed by Chennai Super Kings with a score of 33 at second place and Kolkata Knight Riders with a score of 32 at the third place. (Unmetric Score is a social media benchmark score that blends over 24 qualitative and quantitative metrics to rank a brand against competitors in the same category). It was surprising to see the new team ‘SunRisers Hyderabad’ doing fairly good but at the same time it was not a happy sight to see Pune Warriors India at the bottom.
In the period of last seven days from April 10, 2013 to April 16, 2013 or the second week of IPL6, KKR has been the clear winner in terms of number of followers. The IPL team that represents Kolkata with more than 210K followers added more than 18K followers in the last week. However, SunRisers Hyderabad the big surprise of this edition, continues their form of Facebook on Twitter too. The team that has an existing fan following of 46K followers added more than 12K in the last week. As a result, the Twitter account has the highest growth in the week which witnessed more than 35% increase in followers. The overall growth of all teams on Twitter has been more than 10% which gives the clear indication of the love for the medium by fans and their teams too. The below screen grab shows you the total follower state for the teams.
IPL6 is a game with state rivalry too and that reflects in what teams are expressing on Twitter. In the second week of IPL6 on an average most tweets were proactive followed by retweets.
RR has been the most proactive one on Twitter. Total of 431 tweets were shared with 87 tweets per day by the team and about 71% of them fall in the proactive zone. Remaining 23% were retweets and replies were 6%. The below chart shows the weekly distribution of tweets by type with most of the interaction happening between 9PM to 12AM.
When it comes to retweets type of tweets, SRH stands tall with 215 total tweets, the team had more than 51% retweets and 45% proactive tweets. The below chart shows the weekly distribution of tweets by type, which has been the most active from 6PM to 9PM.
While communicating with its community, KP leads the race followed by DD. With an average of 95 tweets per day, replies are 30%, proactive tweets are 49% and retweets are 21%. Most of the interaction for KP happens also between 6PM to 9PM. A point worth noting here is that most of the IPL teams have been cold when it comes to responding to its community on Twitter. Considering the fact that the medium is not being used for customer support, it is not an alarming fact!
The mood is positive for all the 9 teams and for a tournament like IPL in a cricket frenzy nation, none would question it. KKR, the last time winners of IPL right now are the team which is boasting the maximum positive air on Twitter. The below screen grab gives a view of sentiment across all 9 IPL teams.
Looks like there is no clear winner on Twitter since most of them are showing a great activeness and response to the medium. Teams like KKR and MI are leading on Twitter in terms of numbers; SRH being a new team in this edition has shown the highest growth potential.
With the game in its 3rd week already the tournament is going to become more aggressive on ground as well as on Twitter too.
Disclosure: Unmetric is an advertiser with Lighthouse Insights.
Slider image courtesy: www.iplt20.com