Ralph Cipolla

Storytelling With Numbers, Performance Metrics & Data Visualization

  • About Me
  • Contact Me
  • Graphics
  • Photos

NFL Teams & Social Media: Winners & Losers

Posted by Ralph Cipolla on February 7, 2014
Posted in: Social Media, Sports Metrics. Tagged: Sports Metrics. Leave a comment

NFL Teams & Social Media: The Winner’s Playbook

WINNING + FAN BASE + LEGACY =

CONTENT + CONNECTIONS + RELATIONSHIPS

I’ve been afforded the pleasure and opportunity to guest-post on the top-rated blog {grow} by respected social media specialist Mark Schaefer.   If you’re a regular visitor to {grow}, and that article (posted 1/31) led you here for a more in-depth look at the data, welcome.  If you came here first, and haven’t read the post on Mark’s site, visit http://www.businessesgrow.com/blog/.  Go there if you are a social media professional, have an interest in social media and marketing thought-leadership, or just enjoy engaging and relevant discussion and guidance regarding the new reality of communication and connecting in the modern world.  A day doesn’t pass where I don’t learn something from Mark and his community.

THE QUESTION:

All 32 NFL teams have Twitter and Facebook accounts.  Each of these billion-dollar franchises is serious about tearing up the social media turf, and the numbers are clear.  Like the win-loss column, the NFL social media effort includes big winners and a large group of also-rans.

Why the huge range from first to worst?  The on-field and on-line stats help reveal why winners win, others lag, and why an enormous performance gap exists between the top- and bottom-ranked NFL social media initiatives.

SCOUTING REPORT: The NFL is huge and growing

  • 34 of the 35 most-watched fall TV shows were NFL games; 205 million Americans watched at least one 2013 regular season game¹.
  • 2012 league revenue eclipsed the $9 billion mark; Commissioner Goodell’s 5-step plan to increase revenue includes on-line activity, including fantasy football².
  • League growth is aimed at younger Americans who represent a potential fan-base that could pay for tickets, jerseys, fantasy football memberships, and the products of big-ticket NFL sponsors for decades to come. This generation lives on-line. For an NFL team, a weak social presence isn’t an option.

TEAM STATS: For each team, performance metrics were logged six days before the Super Bowl

  • On-line: Teams were ranked by their combined number of Twitter followers and Facebook Fans.
  • Game Conditions: Stats regarding the environment in which each team operates its social strategy, including: (a) population within a 75-mile radius of team location – the potential “sphere of influence,” and (b) 2011-2013 regular season and playoff stats, including the number of playoff games played and won (excluding 2014 Super Bowl).

GAME FILM: The “tape” suggests 3 key factors; common strengths among the league’s Top-10 social media performers, shortcomings shared among the Bottom-10:

The Top- and Bottom-10 NFL teams, ranked by Social Media presence

The Top- and Bottom-10 NFL teams, ranked by Social Media presence

#1: WINNING = STRONG CONTENT

THE WINNERS… win on the field – this is their “content.”  The top-10 have won 31 of the 47 Super Bowls, and over the last 3 seasons:

  • 9 teams have a 50% or better win-percentage
  • 8 made the playoffs at least once, 4 teams went every year

THE LOSERS… have weak on-field “content” – it’s harder to convert “contacts” into fans.  The bottom-10 hold only 3 of 47 Super Bowl trophies, and 2011-2013:

  • Only 2 teams have a win-percentage 50% or better
  • Only 3 made the playoffs at least once; none have won even a single game

#2: FAN BASE = CONNECTIONS & OPPORTUNITIES

THE WINNERS… take advantage of an opportunity to convert a large fan base.

  • The top-10 collectively have over 85 million people within 75 miles of their stadiums
  • They tend to be regional by geography and/or legacy; consider The Dallas Cowboys reputation as “America’s Team” and the fan-drawing power of teams in smaller cities like Pittsburgh and Green Bay, given their combined 10 Super Bowl wins.

THE LOSERS… have a smaller fan base, an opportunity they must maximize.

  • The bottom-10 collectively have just over 36 million people living within a 75-mile radius; 42% of the top-10 local fan-base
  • Tend to be local, isolated by geography and/or (poor) legacy.

#3: LEGACY = RELATIONSHIPS (GOOD or BAD)

THE WINNERS… have long history and a stable relationship with fans

  • All top-10 teams are located in the same city in which the franchise was established³

THE LOSERS… have limited or dubious history, perhaps marked by brand instability and franchise moves

  • 3 teams – Arizona, Tennessee, and St. Louis – “jilted” their fans in St. Louis, Houston, and L.A. before relocating to their new home
  • Cleveland “broke off” a long-standing relationship with fans by moving to Baltimore; the brand was re-established locally 3 years later
  • 2 teams – Carolina and Jacksonville – were established in new NFL cities in the ‘90s, relatively young when compared to a league full of teams whose roots date back to the 1920’s, including all those “young” AFL franchises formed in 1960.

Here, an in-depth look at all 32 NFL teams, ranked from top to bottom, with additional stats and colorful insight regarding:

  • Facebook “Talking About” stats
  • Facebook “Engagement” –  the % of Fans “Talking About” the team
  • Team Klout Score
  • Local Fan Pool size
  • Regular Season win percentage for the last 3 years (2011-2013), our measure of recent “content” quality
  • Playoff performance 2011-2013; Years in the post-season / Games played / Games won / Win percentage
  • The “Drought Factor” – number of years since a Playoff game played, and a Playoff game won (a painful subject for this life-long Buffalo Bills fan)

[Click to view] NFL & Social Media: The Big Grid

Additionally, we compared social web stats from December 30 (regular season over, playoff field set) so we could compare to January 27th (playoffs complete, only 2 SuperBowl teams remained), in the hopes that some interesting trending insights could be revealed.  Below, I’ve isolated the 12 teams that made the 2013-2014 NFL Playoffs; the first to bow out are found at the bottom, and the two Super Bowl contenders are at the top. Observations:

  • The longer a team survives, the longer they remain relevant and will continue to find more fans and followers.  It’s no surprise that the greatest December-to-January percentage increases (generally) belong to teams that made it to the second or third round of the playoffs.
  • Denver and Seattle continued to see their numbers grow as Super Bowl Sunday approached. The playoff first-round losers indeed made the post-season, but didn’t stick around long enough to leverage their regular season success.

[Click to view] NFL Playoff Teams: Social Media Trenders

  • Look at the Facebook “People Are Talking About” stats.  Apparently, this number does mean something.  On December 30th, the playoff field had been set, not a game had been played, and all fans were ever-hopeful.  One month later, the teams that lost their first- or second-round Wild Card or Divisional Round games have seen their in-the-moment “relevance” plummet.  Of course; as the mood moves from “we’re going all the way!” to “wait ‘til next year,” people don’t quite feel like “talking about” their team.  Conversely, as the only two teams left standing, the number of people following and the number of fans “talking about” The Broncos and The Seahawks increased significantly during the two-week period between the Championship Round and The Super Bowl.  The challenge for the SuperBowl Champs?  Seattle needs to leverage this new-found wealth of followers and fans into the off-season and through next fall.  Below, I’ve isolated the stats for Seattle and Denver – the growth trend from January 27 to February 7. Yes, it would appear that “(a lot more) people are talking about” The Seattle Seahawks.
Seattle and Denver: Social Media stats on Jan 27, and Feb 7

Seattle and Denver: Social Media stats on Jan 27, and Feb 7

POST-GAME SHOW: Conclusions

  • Fundamentals: On and off the field, it’s about fundamentals: (a) a strong brand that represents high-quality content, (b) maximizing targeted connection opportunities, and (c) building strong, genuine, long-term relationships.
  • Relevance: Winning = Relevance.  Win big on-field, you increase your chances of winning on-line.  The data shows that Denver and Seattle continued to see their social numbers grow, while early round playoff losers couldn’t quite leverage their regular season success.
  • Tactics: Wait, you mean the top NFL social media players aren’t doing something really special?  Clever contests?  Leveraging star-power?  We didn’t parse all the Tweets and Facebook posts for this exercise.  Regardless, tactical short-strokes won’t go far unless you have a great brand and a strong product on the field.

Beyond the lesson in fundamentals, can you see a data-driven gem of insight among these stats?  I’d love to hear your thoughts.

References:
1 – http://profootballtalk.nbcsports.com/2014/01/08/34-of-americas-35-most-watched-fall-tv-shows-were-nfl-games/
2 – http://www.forbes.com/sites/monteburke/2013/08/17/how-the-national-football-league-can-reach-25-billion-in-annual-revenues/
3 – Post-merger, “modern” NFL era

Share this:

  • Email
  • Tweet
  • Share on Tumblr
  • Print

Like this:

Like Loading...

THE PHYSICS OF A 64-YARD FIELD GOAL

Posted by Ralph Cipolla on December 8, 2013
Posted in: Uncategorized. Tagged: 64-yard field goal, Denver Broncos, Kickers, Matt Prater, NFL. Leave a comment

Earlier today, Denver kicker Matt Prater set the all-time NFL record with a 64-yard field goal, beating the old 63-yard record (co-held by 4 kickers, including another Denver kicker).  Because I’m sports nerd who did a ‘Physics of Sport’ project at University a long time ago, I honor the new NFL record-holder by digging up some of the physics a kicker (always one of the smartest guys on the field) must consider when kicking a really long Field Goal.

Image

Image     Image

(GIF courtesy of BleacherReport.com / Physics graphics courtesy WIRED.com “How Difficult Is a 70-Yard Field Goal? By Rhett Allain)

1) Launch Angle: It’s like a golf shot.  A longer field goal needs more kicking force directed in the direction of the target, thus, a lower launch angle & trajectory.  However, a lower kick is easier to block.

2) Kicking Force: To sustain that lower angle, you have to kick it much harder.  A 64-yard field goal requires more than double the kicking force of a 40-yard field goal.

3) Air Resistance: Air resistance is proportional to [ball speed]-(squared).  A longer kick requires more force.  More force = Greater air resistance. i.e. much more force is required to go from 63 to 64 yards than is needed to go from 40 to a 41 yards.

4) Air Density: I found this great Wired article: “Are FGs Easier To Kick In Denver?” (see: http://wrd.cm/19aCd6b).  Answer: Yes. The reduced air density does make a difference.  At 55+ yards, it’s like getting a 4 or 5 yard advantage over sea-level.  However, today’s game temperature makes the kick even more impressive when you consider what very cold weather does to a football, and the human foot (it was 14F when Prater made his kick).  Molecules constrict, and everything feels harder – kickers say that kicking in very cold temps is like kicking a brick… with your bare foot.  I tried it once, on a bet… 30 yards at 20 degrees – the upper half of my right foot was purple for 2 weeks.

Share this:

  • Email
  • Tweet
  • Share on Tumblr
  • Print

Like this:

Like Loading...

My Favorite Five. Rest In Peace, Good Sir.

Posted by Ralph Cipolla on December 5, 2013
Posted in: Uncategorized. Tagged: Nelson Mandela. Leave a comment

My Favorite Five.  Rest In Peace, Good Sir.

Five quotes that I strive to recall and let serve as guidance.

Share this:

  • Email
  • Tweet
  • Share on Tumblr
  • Print

Like this:

Like Loading...

In Remembrance…

Posted by Ralph Cipolla on December 2, 2013
Posted in: Uncategorized. Tagged: Alabama, BCS, Brian, Family Guy, Herschel, Saban, The Walking Dead. Leave a comment

In Remembrance...

We fondly recall those who have left us too soon…

Share this:

  • Email
  • Tweet
  • Share on Tumblr
  • Print

Like this:

Like Loading...

WHEN GOOD BEARDS GO BAD

Posted by Ralph Cipolla on October 16, 2013
Posted in: Uncategorized. Tagged: ALCS, Amish, Baseball, Beards, Boston, Detroit, MLB, Red Sox, Shaving, Tigers. Leave a comment

WHEN GOOD BEARDS GO BAD

Something I put together while watching last night’s RedSox-Tigers offensive firestorm (meh).
Top: Official Red Sox Media Guide Press Photos
Bottom: Reality… When Good Beards Go Bad

Share this:

  • Email
  • Tweet
  • Share on Tumblr
  • Print

Like this:

Like Loading...

The Manti-Hoax Song

Posted by Ralph Cipolla on January 17, 2013
Posted in: Op-Ed / Observation / Rant, Photos, Stupid People. Tagged: Deadspin, Hoax, Irish, Kekua, Lennay, Manti, Manti Te'o, NCAA, Notre Dame, Te'o. Leave a comment

The Manti-Hoax Song

I wrote the lyrics, but honestly, the lyrics just wrote themselves. Sing to the tune of Harry Belafonte’s classic “Banana Boat Song”

Share this:

  • Email
  • Tweet
  • Share on Tumblr
  • Print

Like this:

Like Loading...

Google Australia

Posted by Ralph Cipolla on January 15, 2013
Posted in: Photos, Tech. Tagged: Birthday, Hockey, Ice, Ice Rink, Innovator, Invention, Utah, Zamboni. Leave a comment

Screen Shot 2013-01-15 at 3.32.23 PM

UPDATE: I AM AN IDIOT

The Google Doodle celebrating the birthday of Frank Zamboni appeared ‘only’ on the Australian version of Google yesterday because… his birthday is actually today, and yesterday was today in Australia, at the time of the post.  

Duh.  

Sorry I got your birthday wrong, Mister Z.

Visit http://www.google.com and clean some ice.

Google Australia

No, not Google Canada, or Google Russia… or Google Buffalo, NY.  Google elects to pay tribute to the great Frank Zamboni with a Google Doodle that appears today, only on their Australian search site.  The trend-setting Icon of Ice-resurfacing technology was born 112 years ago, today, in Utah, U.S.A.  Visit the site, and re-Doodle the ice-surface in Mr. Zamboni’s honour.

Share this:

  • Email
  • Tweet
  • Share on Tumblr
  • Print

Like this:

Like Loading...

Click on the photo to see Peyton Manning play Overtime Air-Piano

Posted by Ralph Cipolla on January 15, 2013
Posted in: Photos. Tagged: Baltimore Ravens, Denver Broncos, NFL, NFL Playoffs, Peyton Manning, Piano. Leave a comment

Peyton Manning Plays The ‘Overtime Air-Piano’ during the Playoff Loss to The Ravens (courtesy of deadspin.com)Peyton Manning Air-PianoManningFace

Share this:

  • Email
  • Tweet
  • Share on Tumblr
  • Print

Like this:

Like Loading...

The Next 10 Years

Posted by Ralph Cipolla on November 29, 2012
Posted in: Op-Ed / Observation / Rant. Leave a comment

To:           Jacobs Media Staff / JacAPPS Staff & Various Friends of Jacobs Media

From:      Ralph Cipolla

Date:       November 27, 2012

Re:          The Next Ten Years

My 10-year anniversary at Jacobs Media fast approaches, and these past weeks have been marked by constant and somewhat stressful reflection on that “Professional Bucket-list”… as well as that damn NHL Lock-out.

You muse, you mutter, you take stock of experiences, accomplishments, opportunities, and possibilities.  You inevitably return to face a list of professional goals yet unrealized.  The time comes to talk with family, close friends, total strangers on cross-country flights, the lawn guy, and even valued mentors, including Fred and Paul Jacobs.

So here’s the short version.  On my 8th anniversary, I made a promise to myself that I shared with Fred and Paul.
“If I reach 10 years and I’m still doing the same things I’ve been doing for the past 8 years, it may be time for a change.”
That 10-year mark now looms like some goal-realization fiscal cliff, and it’s time to keep the self-imposed professional term-limit promise I made to myself 2 years ago.  At some point in early 2013, I will be leaving Jacobs Media (probably post-SuperBowl, pre-St. Patrick’s Day).

Moreover, the lawn guy is in full support of my decision, provided his money keeps coming from somewhere.

Fred, Paul, and I have discussed a transition plan that will work for all involved.  My clients were first to get the news, earlier this week.  They got over it quickly.  We will ensure that each is well-served at every level, every day between now and my departure.  In mid-December, while contributing to transition efforts and ongoing projects, I will begin to solidify my lame-duck status as I begin to pursue new ventures.  So, let the bidding wars begin.  Please.

But I’m not dead yet.  I’ll be at the Arbitron Client Conference in Maryland next week.  Reach me at: ralph@jacobsmedia.com or ralph.cipolla@gmail.com.  We’ll have a beer.  I may be out of work shortly, so you’re buying.

Now, the heartfelt, albeit compulsory cavalcade of clichés for industry trade publication consumption:

This past decade at the industry’s preeminent strategic consulting firm has been like a 10-year course of study at a World-Class University of Strategic Thought and Skill-Set Development.  I “enrolled” March 2003, and I graduate now, enriched with the gifts of expansive experience and broadened perspective.

To my many clients and peers: In you, I have been honored to work with professionals who are among the very best at what they do.

To the staff of Jacobs Media: I thank each of you for the relationships and experiences I will continue to value long after I depart.  I am proud of our collective accomplishments and the innovative work that has solidified our status as the very best this industry can offer.

I sincerely thank (blah blah) and it is with mixed emotions that I (lorum ipsum yada yada)… etc etc.

Ralph.

P.S. See you tomorrow.  I’m going home early.

Share this:

  • Email
  • Tweet
  • Share on Tumblr
  • Print

Like this:

Like Loading...

It’s A Christmas Lockout Miracle

Posted by Ralph Cipolla on November 23, 2012
Posted in: Info/Photo-graphics. Tagged: 2012-2013 Season, christmas tree ornament, gary bettman, Hockey, Lockout, NHL, nhl fans, NHLPA, Player's Union, Sports. Leave a comment

It's A Christmas Lockout Miracle

With Thanksgiving in the rear-view mirror and Christmas only 32 days away, we have another dose of bad cheer from Gary Bettman’s #1 elf, NHL Deputy Commissioner Bill Daly.  Not without a healthy dose of Black Friday irony, the league announced cancellation of additional regular season games, scratching the schedule through December 14.  However, in what may be interpreted by some as a sign of good faith to the player’s union, the January 26-26 NHL All-Star Weekend in Columbus has also been canceled (you were thinking it, I just said it for you).

The December 14 date marks the cancellation of 422 games, or 34.3% of the 2012-2013 regular season.  However, Mister Daly did say, “We feel badly for NHL fans and particularly those in Columbus.”  Hey, I feel better, already.

With this news, that gift on every die-hard fan’s holiday list (a meaningful NHL season) looks even less likely than it did yesterday.  So, to cheer you up as the “fiscal cliff of hockey” looms larger in the windshield, I’ve created this commemorative Christmas tree ornament.  It’s my little way of trying to “make whole” your holiday season.  Place your thoughts, comments, and orders here (20% sympathy discount for Columbus Bluejacket fans).  -RC

Share this:

  • Email
  • Tweet
  • Share on Tumblr
  • Print

Like this:

Like Loading...

Posts navigation

← Older Entries
  • Search

  • Follow Me On Twitter

    • #SolarEclipse2017 https://t.co/wmVGZL2jV5Posted 5 years ago
    • With today's loss, the 0 & 12 Cleveland @Browns have been officially eliminated from playoff contention for 2017 through 2019. #BrownSundayPosted 6 years ago
    • That @Cubs White House visit that would normally take place next summer? They should do it before January 20, 2017. Seriously.Posted 6 years ago
    • Detroit Marathon just released our Bib Numbers. 26.2 miles 90% chance of rain 1 'Full Marathon Ralph'… twitter.com/i/web/status/7…Posted 6 years ago
    • Never. And stop calling me. https://t.co/nu7bfVesyrPosted 6 years ago
    • Dear Politician-Tell me again how securing my bathroom & AR-15 rifle access shows your commitment to my welfare. Signed, Your Employer.Posted 6 years ago
    • Re: Orlando. How long before some NRA stooge unleashes his "Good Gay Guy With A Gun" theory on Fox News?Posted 6 years ago
    • I have a very strong core. A flexible core. And just look at these hands.Posted 7 years ago
    • He's blinking S.OS. gph.is/1Si6LcPPosted 7 years ago
    • R.I.P. Alan Rickman. An impressive body of work, forever typecast as the Dark Prince of Nakatome Plaza, Hans Gruber. https://t.co/9Bp3l4TtKKPosted 7 years ago
    Follow @ralphcipolla
  • Recent Posts

    • NFL Teams & Social Media: Winners & Losers
    • THE PHYSICS OF A 64-YARD FIELD GOAL
    • My Favorite Five. Rest In Peace, Good Sir.
    • In Remembrance…
    • WHEN GOOD BEARDS GO BAD
    • The Manti-Hoax Song
    • Google Australia
    • Click on the photo to see Peyton Manning play Overtime Air-Piano
    • The Next 10 Years
    • It’s A Christmas Lockout Miracle
  • Archives

  • Categories

  • Enter your email address to follow this blog and receive new posts by email

Create a free website or blog at WordPress.com.
Ralph Cipolla
Create a free website or blog at WordPress.com.
Privacy & Cookies: This site uses cookies. By continuing to use this website, you agree to their use.
To find out more, including how to control cookies, see here: Cookie Policy
  • Follow Following
    • Ralph Cipolla
    • Already have a WordPress.com account? Log in now.
    • Ralph Cipolla
    • Customize
    • Follow Following
    • Sign up
    • Log in
    • Report this content
    • View site in Reader
    • Manage subscriptions
    • Collapse this bar
 

Loading Comments...
 

    %d bloggers like this: