Friday, December 11, 2015

Use Facebook Insights to your advantage on Blinkfire Analytics

Information is power and here at Blinkfire Analytics we know a thing or two about information. We gather information, process it and offer data to our customers in a visual way. This information is powerful because it leads to informed decisions, better social media marketing strategies and more profitable sponsorship deals.

A few months back we announced the possibility of signing in and claiming your Blinkfire profile using Facebook and we explained some of the benefits of doing so. One of these benefits is that we will have access to Insights, Facebook's analytics tool, and we can show you unified data about your social posts on Blinkfire. For instance, the number of impressions of a certain post or how many times someone has seen one of your video clips. This information will give you a more complete general overview of the engagement obtained on Facebook.



Soon we will add more features related to Facebook Insights and to our digital inventory valuation service. Stay tuned! If you are already on Blinkfire but you haven't linked your Facebook account (or the account for your team or brand) you can do it from your account settings.

As always, feel free to drop us a line if you have any question about what we do at Blinkfire Analytics.

Tuesday, December 1, 2015

El Clásico and social media

There are not many rivalries in football (er, soccer) that can compare to that between Real Madrid and FC Barcelona. Any game between the two Spanish teams becomes a world-class event and, as such, it also has an important impact on social media and serves as a showcase for numerous brands and sponsors.

For the recent league match between the two clubs, held on November 21st, we created an event to track that media exposure and measure the impact of el Clásico on social networks.

We tracked the official channels of Real Madrid and Barcelona, as well as the channels of the players in both rosters. We also tracked the hashtags #ElClasico, used by FC Barcelona, La Liga and media companies, and #RMClasico, used by Real Madrid. Finally, we took into account all Instagram posts published on Instagram from inside the Santiago Bernabéu stadium.


Engagement


Our tracking was focused on the day of the match, but also on the days before and after the big game. We got 74,986 posts from 38,673 different users. These posts had 124 million engagements, with 31,6 million just the day of the match, roughly twice the engagement of each of the previous days. That engagement fell to 8.6 million on the 22nd.



Our tracking takes into account the following sources:
  • posts from official channels (teams and players)
  • posts from fans using the official hashtags
  • posts from fans at the event location
As expected, official channels are the ones gathering the most engagements, particularly on the day of the event. It was also expected that posts from fans at the event location and the engagement obtained by them grew the day of the match. In this case we went from 19,106 and 25,283 engagements inside the Santiago Bernabéu on the days before the match to 653,090 on the 21st.

You can also see that the engagement from fan posts including the official hashtags fades as fans stop using these hashtags.

What about sponsors?


Sponsors for both teams are the primary beneficiaries of all this media exposure. According to our data, brands related to the event got social engagement valued in €9,403,429 (that's approximately $10 million or £6.6 million).

The brands with the most engagement were Qatar Airways, main sponsor for FC Barcelona, with a social engagement valued in nearly €6 million ($6.3M or £4.2M), and Emirates, Real Madrid's sponsor, with €2.2 million ($2.3M or £1.5M). Nike (€1.9M / $2.1M / £1.4M), Adidas (€896K / $949K / £628K), Beko (€594K / $629K / £416K) and Audi (€178K / $188K / £125K) also achieved significant numbers.

After reviewing these figures it is apparent  that El Clásico has a massive presence on social media and that it offers a very valuable visibility to the brands involved in the event. Blinkfire Analytics and our tools can track and measure that visibility, providing teams with more accurate data to negotiate their sponsorship deals and make sure they don't leave social and digital media out of the equation.