Indian Premier League, the biggest 20-20 cricket event is back for its sixth season and would be live by next month. IPL teams are targeting its biggest fan group the “Youth”, in the their most engaging place the social media like Facebook, Twitter and Youtube.
Unmetric, the social media benchmarking company analysed the social data between 1st December, 2012 and 31st January, 2013 about how the eight IPL teams are igniting passions and rivalries in the run up to IPL 6 using social media. The entire report is on Unmetric Score, a number from 0 to 100 that includes various quantitative and qualitative social media metrics to produce a single score by which brands can be ranked. Some of the interesting findings from the report.
- Indian cricket God Sachin Tendulkar’s Mumbai Indians came out to be the top with a score of 32 unmetric, followed by Kolkata Knight Riders taking second spot with 31 score and Chennai Super Kings becoming third with a score of 29.
- Eight IPL teams have captured a total of 8.5m fans on Facebook, yet the top three teams command more than 72% of the total fans.
- Mumbai Indians got around 3 million fans on Facebook, while the Knight Riders and Super Kings have 1.6million fans each, which is 600,000 more than fourth placed Royal Challengers. Sunrisers Hyderabad, the new team in IPL 6th edition have still only managed to attract 3,000 fans.
- Kings XI Punjab is the most surprising, recording a 519% growth rate (230,000 new fans) on Faceboo, despite being in the IPL since its inception.
- Sunrisers Hyderabad become the most engaging team on Facebook with Engagement Score of 560, followed by the Mumbai Indians, which scored 100 and Chennai Super Kings which scored 74. Rajasthan Royals finished at the bottom of the tablet with an Engagement Score of 23.
- Interestingly IPL teams respond to less than 1% of fan posts on average, but Kings XI Punjab, replied to more than 10% of fan posts, although they took an average of 11 hours to reply to each post.
- The Kolkata Knight Riders with 140,000 followers lead the way on Twitter with an Unmetric Score of 28, followed by Chennai Super Kings (110,000 followers) and Rajasthan Royals (90,000 followers) which scored 26 and 24 respectively.
- Kolkata Knight Riders had the highest percentage of replies on Twitter at 43%, but it was the Kings XI Punjab that sent the most replies overall with 100 replies.
- On YouTube, Sunrisers Hyderabad that lead the field with a Unmetric Score of 31. Royal Challengers and Knight Riders followed in 2nd and 3rd with scores of 24 and 18 respectively.
- Royal Challengers Bangalore have the game sown up with a massive 3.8m views on their 268 videos, over 1.6m more than all the other teams’ video views put together, followed by Rajasthan Royals with 1.1m views and Kolkata Knight Riders placed third with 485,000 views.
Source – Unmetric report