Top 20 Teams In Social Media

Top 20 Teams In Social Media Activ8Social “Like” Activ8Social on Facebook Follow @Activ8Social on Twitter

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ASSESSMENT CRITERIA • Only official accounts were considered for the Top 20 Teams In Social Media, meaning the

organization has direct affiliation with the property

• Teams from all professional sports and countries were eligible for consideration

• Each team’s social media properties were rated* on the following criteria on a scale of 1-10,

with the highest total score winning:

Audience: Total number of fans** across social media properties***

Frequency: Appropriate regularity of communication based on channel

Engagement: Quality and quantity of team/fan interaction****

Promotion: Sponsor activation, fan contests, rewards, and team marketing

Content: Authenticity, variety, originality, and quality of social communication

• Google+, YouTube, and Tumblr numbers are not listed for the purpose of brevity; however,

they were factored into the “Audience” rating

*Tiebreakers given to team with the larger “Audience”

**Profile data current as of May 30, 2012

***Special weight given to teams with a social fan base disproportionate to sport or league reach

****Engagement was assessed by calculating ratios of update metrics to audience size





Los Angeles Lakers Sport: Basketball

Facebook: 13,407,129 “Likes”

Twitter: 2,564,695 Followers

Foursquare: N/A

Instagram: 240,195 Followers

Pinterest: N/A

Notable Marketing: Although the Lakers have never run a groundbreaking campaign, they take home first place for consistent messaging and audience size (impressive for a team outside of the world’s most popular sport) combined with special recognition for their trailblazing marketing on Instagram. The Lakers clearly understand the old adage “a picture is worth a thousand words”!

#1

Audience Frequency Engagement Promotion Content

9 9 6 5 9 38

TOTAL






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Manchester City F.C. Sport: Soccer (Football)


Twitter: 359,616 Followers

Foursquare: 23,357 Followers


Pinterest: 288 Followers

Notable Marketing: Fans who attended Man City’s match against Tottenham were invited to tag themselves in a 360-degree panorama view of the stadium and challenged to spot avatars of players. Other promos include live streaming of training sessions on Facebook, an augmented reality experience, interactive interviews on Twitter, and a Foursquare contest at Etihad stadium.

#2

8 8 7 6 9 38 Audience Frequency Engagement Promotion Content

TOTAL






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http://www.mcfc.co.uk/Fans/Lift-the-FA-Cup�

http://www.thedrum.co.uk/news/2012/02/23/man-citys-vincent-kompany-host-post-match-interview-fans-twitter-and-facebook�

http://www.wired.com/playbook/2012/03/soccer-datatainment/�


San Francisco Giants Sport: Baseball






Notable Marketing: YouTube sensation Keenan Cahill and the Giants created a viral video with Cody Ross, Brian Wilson, and the mascot, which generated 2M views. Their recent custom app for tablet devices gives users an advanced tour of AT&T Park. According to Ampyourstat.com, they’re the most socially engaged team in the MLB, with over 20,000 tweets posted to their Twitter page.

#3


TOTAL




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http://mashable.com/2012/04/06/san-francisco-giants-app-tour/�

http://www.ampyourstrat.com/2012/04/2012-mlb-social-media-scorecard/�

http://sporttechie.com/2012/04/06/phillies-and-yankees-would-face-off-in-a-2012-twitter-world-series-103/�


New York Giants Sport: Football



Foursquare: N/A

Instagram: N/A

Pinterest: 1,342 Followers

Notable Marketing: Their “Tweetup” connects fans, players, and even the Lombardi trophy in a creative way. 50 lucky fans who signed up online and who follow the @Giants and @PepsiMax on Twitter were randomly selected to attend the event. The Giants’ Tolly Cam, on their timeline, features exclusive content that gets unlocked after their page reaches a certain number of likes.

#4


5 7 9 8 8 37

TOTAL






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http://www.facebook.com/newyorkgiants/app_306443712739450�

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St. Louis Cardinals Sport: Baseball




Instagram: N/A


Notable Marketing: The Cards’ Louisville Slugger Scavenger Hunt, which took place after their World Series victory, not only promoted their sponsor and own organization, but also the city of St. Louis. They dedicate a section on their website to social media campaigns including tagging yourself in a panoramic photo taken at Busch Stadium, a twitter roster, and unique Facebook cover photos.

#5


TOTAL






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http://stlouis.cardinals.mlb.com/fan_forum/social_media/index.jsp?c_id=stl�

http://stlouis.cardinals.mlb.com/fan_forum/social_media/index.jsp?c_id=stl�

http://diamonddiaries.net/2011/04/25/st-louis-cardinals-on-twitter/�


Phoenix Suns Sport: Basketball

Facebook: 717,347 “Likes”




Pinterest: N/A

Notable Marketing: The Suns have a social media sideline reporter to keep fans up to date. They are also active on Foursquare, LinkedIn, and Google+. The “show us your game face” campaign allowed fans to upload photos of themselves cheering for a chance to win tickets. Phoenix is among the most innovative teams in social media, consistently pushing the envelope before others.

#6


TOTAL




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http://www.nba.com/suns/fans/gameface_promo_1112.html�


Liverpool F.C. Sport: Soccer (Football)



Foursquare: N/A

Instagram: N/A

Pinterest: 2,378 Followers

Notable Marketing: Liverpool’s mobile app, LFC Connect, allows users to link up with the various Liverpool social media accounts as well as with its own social network, the Kop. The club is engaging fans on an even higher level by asking fans to design the background for their Twitter page. Liverpool’s Twitter feed won a Shorty Award for best use of Twitter by a sports team!

#7


TOTAL




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http://thekop.liverpoolfc.tv/page/the-kop.html?as=173471�

http://www.liverpoolfc.tv/news/latest-news/fans-social-media-designs-wanted�


Miami Heat Sport: Basketball



Foursquare: N/A



Notable Marketing: The Heat ran a “Hot Heat Fan” playoff contest that asked fans to upload a photo of themselves, dressed in white Heat gear and holding a sign, to enter to win the opportunity to be in the Heat’s playoffs video. Like the Lakers, the Heat understand how to use Instagram. They also have a mobile app with social integration and a Miami Heat Browser theme.

#8


TOTAL






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Los Angeles Kings Sport: Hockey






Notable Marketing: The Kings have thrown the social media etiquette guide aside, opting for an unapologetically biased and comedic approach to engaging fans. From poking fun at opposing teams to sending The Office’s Rainn Wilson Jell-O encased post-season tix, their unique style has led to 60k new Twitter followers since April. They also ran an effective 250K Strong campaign on Facebook.

#9


TOTAL




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New Jersey Devils Sport: Hockey



Foursquare: N/A

Instagram: 203 Followers


Notable Marketing: The Devils may lack the social media following of other teams, but their Mission Control Center makes the Prudential Center one of the most digitally interactive arenas. They are first to use Doodle.ly, a social sketch site, in a campaign to find a new rally towel design for the Stanley Cup playoffs. The Devils’ fan engagement ranks first among top social media teams.

#10


TOTAL




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http://devils.nhl.com/club/page.htm?id=78713�

http://www.pitchengine.com/newjerseydevils/new-jersey-devils-helping-to-draw-new-space-in-social-media�


Sport: Soccer (Football)



Foursquare: N/A

Instagram: N/A


Notable Marketing: Barcelona is well aware of its presence in China, launching a nationwide contest on Weibo that will give three lucky winners the opportunity to go to El Clasico and receive a guided tour of Barcelona. The FCB Alert app on Facebook allows users from all over the world to receive a unique experience that is tailored to their demographic or geographical identity.

FC Barcelona #11


10 8 4 5 7 34

TOTAL




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http://www.fcbarcelona.com/club/barca-2-0/detail/article/successful-contest-on-tencent-for-the-barca-real-madrid-match�

http://www.facebook.com/fcbarcelona/app_155018221207734�


Tampa Bay Lightning Sport: Hockey



Foursquare: N/A



Notable Marketing: The Lightning’s Be the Thunder campaign allowed fans to tweet head-to- head against The Lightning’s on ice opponent instantly making fans more involved in the game. Tampa Bay has the first comprehensive social media rewards program designed for a single major national sporting event as well as the first RFID-based loyalty program.

#12


TOTAL






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Sport: Soccer (Football)

Facebook: 10,223,465 ”Likes”


Foursquare: N/A

Instagram: N/A

Pinterest: N/A

Notable Marketing: Arsenal has a number of features on their page, including a Match Day Live app with a 360 panorama view from the stadium. As a thank you to their fans for passing the monumental 10 million “Likes” mark on Facebook, the Gunners are running a contest that offers fans tickets, gear, and even a special video message from one of the players.

Arsenal F.C. #13


9 8 4 5 7 33

TOTAL






http://www.facebook.com/Arsenal/app_306773279351839�





New York Jets Sport: Football






Notable Marketing: The Jets launched a #JetsHunt, which used social media outlets to give fans clues and the chance to win tickets. In addition, the Jets put up a Social Media Hot Spot tent at their 2011 training camp, making it one of the most ambitious social media-oriented NFL training camps. Not much of a surprise considering the Jets’ propensity for ambitious chit-chat.

#14


TOTAL




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http://www.newyorkjets.com/fanzone/article-1/Twitter-Facebook-and-Training-Camp/b710b73d-db37-4ec6-b6fa-d36841461c93�




Real Madrid C.F. Sport: Soccer (Football)



Foursquare: N/A

Instagram: N/A

Pinterest: N/A

Notable Marketing: Madrid has plans to outfit Santiago Bernabeu arena with technologically advanced systems to support social media activity. This will make Real Madrid the first soccer club in Europe to deploy the Cisco Connected Stadium Wi-Fi solution, and it will make their arena one of the most digitally advanced in the world. This club may soon find themselves climbing the rankings.

#15


10 8 4 4 6 32

TOTAL






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http://www.realmadrid.com/cs/Satellite/en/Actualidad/1330072431891/noticia/Noticia/Real_Madrid_and_Cisco_sign_agreement_to_turn_Bernabeu_into_most_technologically_advanced_stadium.htm�


Seattle Sounders Sport: Soccer (Football)






Notable Marketing: The Sounders have a sleek, fan-centric website, and their Are You Sounders Ready? Facebook app allows users to engage on a higher level with the club’s timeline, offering a game schedule, video, Foursquare badges, and a list of Seattle pubs where fans can watch games. The Sounders get special recognition for actively marketing on all 5 social platforms assessed.

7 5 6 6 8 32

#16

Audience Frequency Engagement Promotion Content TOTAL




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http://www.facebook.com/SeattleSounders/app_309354382460556�

http://www.facebook.com/SeattleSounders/app_309354382460556�

http://blog.scribblelive.com/2011/04/seattle-sounders-iphone-app/�


Cleveland Indians Sport: Baseball



Foursquare: 645 Followers

Instagram: N/A


Notable Marketing: The ‘Social Suite’ at Progressive Field is dedicated to writers, bloggers, and social media enthusiasts. Their “Tribevibe” and “Step into the Home” blogs provide fans with a behind-the-scenes look at the organization. These blogs also help promote special ticket offers and opportunities to meet Indian alumni as well as members of the organization’s front office.

#17


TOTAL




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http://clevelandindians.tumblr.com/�

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Boston Bruins Sport: Hockey



Foursquare: N/A


Pinterest: N/A

Notable Marketing: The Bruins’ mobile app provides real time stats, instant goal alerts, breaking news, schedules, up-to-date player stats, league standings, exclusive videos, and a fantasy game. The Bruins have launched “DEN” (Digital Entertainment Network), which integrates their mobile, digital, and social assets into one network and reaches more than 2.5 million fans per month.

#18


TOTAL




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http://bruins.nhl.com/club/microhome.htm?location=/den�


Manchester United F.C. Sport: Soccer (Football)



Foursquare: N/A

Instagram: N/A

Pinterest: N/A

Notable Marketing: In an effort to tap into their global online fan base, Man U partnered with SapientNitro to create their own social network called Manutdnetwork.com. The club’s recent Facebook Goal Challenge offered fans unique interactive content that featured club superstars Wayne Rooney, Javier Hernandez, Nani, Chris Smalling, and Edwin van der Sar.

#19


TOTAL






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Golden State Warriors Sport: Basketball



Foursquare: 794 Followers



Notable Marketing: The Warriors currently rank first in the NBA in in-arena mobile check-ins, averaging more than 1,800 check-ins per game. Their Home Court Advantage sweeps, similar to their Dub the Vote contest, allows fans to send in content and win a chance to play Nate Robinson in the Warrior’s practice facility. Golden State knows how to give back to it’s fans.

#20


TOTAL




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http://www.nba.com/warriors/news/warriors_launch_mobile_app.html�

http://www.nba.com/warriors/corp_partners/home_court_advantage_sweepstakes.html�

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FIRST TEAMS OUT • Montreal Canadiens

The Canadiens acknowledge their online fan base daily with a social media fan of the day. Habs fans are encouraged to submit content that explains why they deserve to be the fan of the day. The storied NHL franchise also maintains a Pinterest account and a mobile app to help rally additional fan support.

• New England Patriots The Patriots are running a “Gronking” photo contest where fans submit their most creative

imitation with a chance to win a signed Gronkowski jersey. The Patriots also have a huge Pinterest following.

• Vancouver Canucks The Canucks’ mobile app features full player bios and stats, league standings, full

broadcast schedule and all stories, photo galleries, and video features from Canucks.com. In addition, the Canucks were the first NHL team to launch a Foursquare badge.

• New York Yankees The Derek Jeter fan vote feature on their timeline is sleek, featuring athlete video clips and

voting functions that allow fans to vote their favorite home runs from Jeter’s career.

X




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http://www.facebook.com/newenglandpatriots/app_426821617344271�

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http://canucks.nhl.com/club/page.htm?id=39736�

https://foursquare.com/vancanucks�

http://www.facebook.com/Yankees/app_210110535694034?ref=ts�







Top 20 Teams In Social Media

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