Hyperactivity Gives Chelsea FC an Edge on Social Media
Chelsea’s Creativity on Instagram and Hyperactivity on Twitter Enhances Fan Interaction
T his article is a part of the report series on the research conducted on matchday fan engagement during the 2018 International Champions Cup. To learn more about fan engagement in social media, read the other articles to learn more.
Intro: The Perfect Matchday / Trends
Team Specials: Real Madrid / FC Barcelona / Borussia Dortmund/ Bayern Munich / ManCity
Social Media Specials: Facebook / Twitter / Instagram
KEY TAKEAWAYS:
# Hyperactivity with 71 tweets and highest engagement with 12.3 % on Twitter during Matchday.
# Man of the Match — Chelsea FC gives its fans the opportunity to vote for their favorite player, and choose a man of the match based on fan votes.
# Chelsea Instagram stories are unique, follow them on instagram to feel it.
Chelsea FC is super active on all social media platforms. In total, Chelsea has a reach of 74 million followers across four social media platforms, placing Chelsea in third place of social media reach.
#Facebook (47.73 Million Likes)
Chelsea FC activity is above the general average. They post an average of 10 posts when winning and 6 when losing. The best engagement that Chelsea FC achieved on Facebook is 2.5 % of their total followers. Compared to the “big teams” like FC Barcelona or Real Madrid, which despite their high activity on Twitter have the lowest retention rate on Twitter, Chelsea FC has the lowest retention rate on Facebook. This is something worth taking a closer look at since the team has the broadest scope on Facebook.
#Twitter (12.2 Million followers)
Chelsea FC is hyperactive on Twitter. When Chelsea was winning, they were tweeting an average 71 times and 64 times when losing. This is the highest posting number on matchday of any channel. Chelsea’s hyperactivity on Twitter paid off, as they reached the highest engagement rate on Twitter amounting to 13 % for one single post, despite their low scope on this platform.
#Man of the Match
Nevertheless, Chelsea offered fans the opportunity to vote for the “man of the match” right after their games. Unfortunately, Chelsea did not use this creative way to interact with fans during the International Champions Cup. This was done by simply using the Twitter tool for creating a poll.
61K fans answered and chose their favorite player. As a result, the achieved interaction rate was 0.5 % and was higher than all other active interaction options on Twitter (Share, Comment).
#Instagram (11.8 Million followers)
Chelsea is unique on Instagram. Their Instagram team is very creative and their intense activity shows that they put a lot of effort into their stories and posts, launching attractive stories with different themes.
Chelsea posted an average of 14 stories and 8 pictures when winning and 10 stories and 6 pictures when losing. The top retention rate was 11 % regarding one single post.
Instagram Stories
Chelsea released many creative Instagram stories over the last season, which can be seen pinned on their Instagram wall. We expected to see some of them live during the championship, but this did not end up being the case. However, this season, Chelsea’s matchday Instagram Stories started with a Star Wars theme followed by London Underground and Airport Board themes.
#Messenger chatbot
Chelsea does not have its own Facebook Messenger chatbot, but there is an external chatbot made by sports media that is available to Chelsea fans. It has about 900k followers. The bot has no interactive tools, but it offers the latest news, articles, statistics, facts, results, and videos about Chelsea FC. The fans can subscribe to the bot and receive news and stats live.
Read more about:
Intro: The Perfect Matchday / Trends
Team Specials: Real Madrid / FC Barcelona / Borussia Dortmund / Bayern Munich / ManCity
Social Media Specials: Facebook / Twitter / Instagram
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