May 10, 2013 - Comments Off on Asia dominates global reaction to Moyes' appointment

Asia dominates global reaction to Moyes' appointment

Nearly 275,000 twitter accounts joined the speculation yesterday about the new Manchester United manager. In 12 hours between 8am and 8pm, more than half a million tweets were sent and the conversation spread around the world. We used Whisper, our earned media planning tool, to analyse the conversation.

Key findings

  • Tweets from Asia dominated the conversation – of the top 10 influencers identified during this twelve hour period, 9 were from Indonesia.
  • The only UK entry into the top 10 list was @Everton, at number 5.
  • The strength of the global influence of Indonesian Twitter accounts in the Manchester United conversation is especially clear when you consider that @ManUtd_PO ranks 27th and @BBCSport 54th in Whisper’s influence league.
  • Although Asian Twitter accounts had significant impact in the conversation throughout the day, their influence peaked considerably after the announcement was made. The UK was interested in the speculation of when the announcement would be made; Asia were more motivated to talk once the announcement was official.
  • Manchester United is the only premier league club not to have a Twitter account. The volume and reach of the conversation surrounding Moyes’ appointment signifies the power of Manchester United as a brand – they are able to dominate conversation without pushing their message  out through an official Twitter account.

What is True Influence?

Using Whisper – Bloom’s earned media planning tool – we analysed the Twitter conversation happening around Manchester United, the retirement of Alex Ferguson and the appointment of David Moyes  between 8am and 8pm on the 9th May 2013. Whisper calculated a real time True Influence score for each of the Twitter accounts present in the conversation by measuring all of the possible ways that information can flow around social networks.  An account with high True Influence has more ways of spreading a message than someone with a lower score.  This is because they have encouraged multiple communities to get involved in that conversation: more communities means more ways of sharing content.

Moyes’ appointment – an hour by hour breakdown

On a day when it was clear Moyes would take over Old Trafford, everyone was waiting for the official news to be confirmed.  Throughout the morning, the conversation about Manchester United was relatively constant, with rumours about Wayne Rooney’s future also at the forefront of people’s minds.

Just after 2pm, news emerges that the announcement will come in the next 2 hours.  The conversation volume spikes.  At 2.40pm, a further spike occurs when it is confirmed that David Moyes is leaving Everton at the end of the season.  The biggest spike occurs at 4.06pm, when Twitter starts to discuss the official announcement that Moyes was offered a six year deal at Old Trafford which happened at 4pm.

Asian Domination

Tweets from Asia dominated the conversation throughout the day.   There is clearly a large appetite for news about Manchester United in Asia!

Of the top 10 influencers calculated by Whisper during this twelve hour period, nine were from Indonesia.  And if you look at the top 25 influencers, eighteen are from Indonesia.

The only UK entry into the top 10 list was @Everton, at number 5.  The highest ranked Manchester United fan site was @ManUtdStuff at number 17.

The strength of global influence of Indonesia is clear when you consider that @ManUtd_PO ranks 27th and @BBCSport 54th.

UK vs Indonesia

The graphic above shows a snapshot of the conversation between 4pm and 5pm, with the Asian conversation coloured yellow and the UK conversation coloured red.  As the news breaks in the UK, reaction pours in from the UK and from Asia.

The True Influence scores for the top 4 accounts all peak between 4-5pm.  Although Asia created significant volumes and impact in the conversation throughout the day, their influence peaked considerably after the announcement was made.  The UK was interested in the speculation surrounding Moyes’ appointment, asking “when will it happen”, whereas Asia was clearly motivated to talk once the announcement was official.

Manchester United and Twitter

Manchester United are the only Premier League team not to have a Twitter account.  Had they had an official club account, it would have been fascinating to see the relationship between that account and the Indonesian accounts topping the Influence table.

In the early part of the day, there was some conversation around the launch of the @1878_ManUtd account.   Rumours suggested that this was to be the home of Manchester United on Twitter:

If we look at the conversation graph around the time of this tweet, we see that the 1878_ManUtd account is generating a lot of conversation.

The large conversation cluster at the bottom of the diagram is centred around 1878_ManUtd.

However, the True Influence score for @1878_ManUtd drops away throughout the day, purporting to the fact that the account may not be as official as it seems.  Surely an official account would see a significant spike in True Influence around 4pm, in a similar fashion to that seen from the Press Office?

The volume and reach of the conversation surrounding Moyes’ appointment signifies the power of Manchester United as a brand – they are able to dominate social media conversation across the world without pushing their message out through an official channel.

Top 25 influencers

  1. UtdIndonesia
  2. detiksport
  3. KaskusUnited
  4. detikcom
  5. Everton
  6. seputar_bola
  7. JawabJUJUR
  8. Chyntia_Dian
  9. OneLoveTo_MU
  10. indomanutd
  11. my_supersoccer
  12. unitedarmyfc
  13. Bolanet
  14. FaktaUnitedIndo
  15. FIFAcom
  16. DuniaSoccer
  17. ManUtdStuff
  18. kompascom
  19. guardian_sport
  20. CraigNorwood
  21. RedMissDevil
  22. Footy_Jokes
  23. FaktaMUFC
  24. KompasBola
  25. Premierleague