Wimbledon and the Social Media Grand Slam

01.07.15, London Wimbledon is the biggest and best Grand Slam tennis tournament when it comes to engaging and maintaining its social media fan base around the world, a study by Repucom, the sports and entertainment intelligence experts, has found.

To date, Wimbledon has more Facebook, Twitter and Instagram followers than The Australian, French and US Open weighing in with a combined fan base of over 4.1m. The French Open is second placed with a comparable social media fan base of 3.7m.

Jon Stainer, Managing Director UK and Ireland, discusses the importance of brand engagement on CNBC

 

 


Not only is Wimbledon’s fan base bigger, they’re also “noisier”. Twitter buzz (analysed by tracking the most popular keywords and hashtags associated with each tournament) peaked during the 2014 final with over 585,000 posts. This number was almost double that of any other Grand Slam.

Twitter mentions per day for each tournament in 2014 (measured seven days before start, throughout tournament and seven days after)

Wimbledon twitter mentions

This fan base is also engaging more with official content across Facebook, Twitter and Instagram and engagement can be translated into potential media value for partners. Using Repucom’s social media valuation methodology, Wimbledon posts which centred on score updates are almost 33% higher than the other grand slam opening days so far in 2015.

To date, 34% of all Wimbledon’s Twitter posts include either a video or picture, compared to the French Open (25%), US Open (15%) and Australian Open (14%).

Max Barnett, Repucom’s Head of Digital (UK&I) said: “Wimbledon’s use of archive footage among other content themes, or as we call them, “fan stories”, are what drives the tournament’s dominance in tennis while staying true to their strong, brand values. Here fans are not just kept up-to-date with scores during the Slam, they are given exclusive “behind the scenes” access delivered direct to their mobile devices. All this content is packaged up in engaging infographics and short format video.

“The value of these “fan stories” are increased when packaged in this way. In the month leading up to this year’s tournament, almost 100% of Wimbledon’s Tweets included a video or picture, helping to drive engagement rates while playing into the hands of social media algorithms.

“The size and engagement rates of Wimbledon’s social fan base creates a great opportunity for partners to access potential new and existing customers. Indeed, collaborative social media activation in an authentic and non-promotional way should engage far more than traditional advertising and provide a better ROI. Identifying and valuing popular “fan stories” and activation opportunities seems to be the next step for Wimbledon before they can start monetising in this space. Imagine for example, Wimbledon heritage content series, with corresponding hashtags, brought to you by Jaguar”.

In the meantime, Wimbledon looks like it will continue to grow and engage their social fan base, while maintaining, enforcing and amplifying their strong brand values, vital in attracting corporate partners with the traditionally limited sponsorship exposure on court.

Twitter

Australian Open: 772,000
French Open: 1,190,000
Wimbledon: 1,543,000
US Open: 809,00

 

Facebook

Australian Open: 1,550,000
French Open: 1,680,000
Wimbledon: 2,530,000
US Open: 1,137,000

 

Instagram

Australian Open: 271,000
French Open: 210,000
Wimbledon: 288,000
US Open: 198,000

 

All platforms

tennis grand slams social comparison

1) Australian Open Score Update “Fan Story“

It's a wrap! Nick Kyrgios seals day one action in a five-set thriller, with a 7-6(2), 3-6, 6-3, 6-7(5), 6-3 victory over Federico Delbonis Which were your standout performances of the first day? #ausopen

Posted by Australian Open on Monday, January 19, 2015

2) French Open Score Update “Fan Story“

2014 finalist Simona Halep is the first winner on #Chatrier at #RG15, d. Rodina 7-5 6-4. Follow the day's action on...

Posted by ROLAND-GARROS on Sunday, May 24, 2015

3) Wimbledon Score Update “Fan Story“

Maria Sharapova ended British hopes on Centre Court with a 6-2, 6-2 win over Johanna Konta: http://bit.ly/W15D1Sharapova.

Posted by Wimbledon on Monday, June 29, 2015

2004 champ @mariasharapova won her First round match on Centre Court at #Wimbledon photo @jonbucklephoto

A photo posted by Wimbledon (@wimbledon) on