Recently I interviewed Everton’s digital manager Scott McLeod about the clubs approach to social media. During this time the club have worked closely with digital agency Rippleffect and have been helping develop the digital experience for the clubs fans. Recently Everton, and a growing number of others, have started using a new Facebook analytics platform called Locowise, which is well worth taking a look at (I’ve just started testing it out).
Now Rippleffect and Locowise have put together a study into the club’s activity on the 1bn+ user platform – of which Everton has over 300k fans. It’s an interesting look into how the club’s content is performing; where they have succeeded and where there is room for improvement. For example, brands and clubs should take notice that in terms of tone of voice, having a page which shows personality is a winner. The interactions around these posts show an increase of 95%!
It’s also highlights that links to a video including the word ‘free’ leads to an average 20% reduction in engagement. So who says fans are always after something for nothing?! There are plenty more nuggets like this to be found.
The analytics platform itself is really interesting. The results are in-depth and also easy to digest, made very much with the non-data nerd in mind. Am sure many of you have been there when needing to show others (management) and the charts/data is difficult to read and share. Here it is simplified so you can just copy or screen shot the image and place into your presentation. Useful.
Check out the infographic below for some more stats on Everton FC and their use of Facebook. How do you think they are doing?