F1 Team Use of Social Media
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This document provides an analysis of Formula 1 teams' use of social media in February 2014. It finds that while higher budget teams do not necessarily use the most social media channels, all teams utilize Facebook, Twitter, YouTube and LinkedIn. Ferrari leads most metrics due to including its production car business, but Red Bull, McLaren and Mercedes also rank highly. The analysis shows variations between teams in their adoption and use of different social media platforms to engage fans.
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F1 Team Use of Social Media
- 1. F1 TEAM USE OF SOCIAL MEDIA February, 2014
- 2. ABOUT THIS SLIDE DECK • This deck was prepared to illustrate the levels of adoption of social media by Formula 1 teams. The deck can provide a benchmark on social media usage at about one month prior to the first race of the 2014 season. • There are two slides for each metric. The first slide provides the data in rank order, largest to smallest, while the second slide provides the data in order of the team’s finish in the 2013 F1 Constructors Championship. • In addition to tracking all of the teams, the related sites from FIA F1 are included for no reason other than curiosity. • All data were collected during a four-hour period on February 12, 2014. • All registered marks and trademarks belong to their respective owners. No warranties or guarantees are provided. Use at your own discretion, please provide attribution to Bill Herring. Please direct any questions to billherring@icloud.com. • Copyright 2014 by Bill Herring. 2
- 3. SOME OBSERVATIONS • One might be tempted to think the higher budget teams use the most social media channels, but that would be wrong. Caterham and Lotus make use of all eight channels measured in this study, while McLaren make do with six channels. • All of the F1 teams and FIA F1 use Facebook, Twitter, YouTube and LinkedIn – with one exception. Marussia does not seem to have a team-managed presence on YouTube. There are Marussia-related videos on YouTube but there is not a formal Marussia teammanaged channel. • The top three finishers in the 2013 Constructors Championship happen to be the top three teams in number of Facebook Likes. However, Mercedes, which finished second in the championship, had the most number of Likes followed by Red Bull and Ferrari. 3
- 4. MORE OBSERVATIONS • All teams utilize Twitter though there is a large disparity in number of Twitter Followers. Ferrari have a comfortable lead with more than 700,000 Followers while Toro Rosso have the fewest Followers at 133,000. Ferrari, McLaren, Red Bull, Mercedes and Lotus enjoy the top five Twitter followers whilst also making up the top five Constructors finishers. • There is an inverse relationship amongst the top four Constructor finishers and their usage of Twitter. Lotus, #4 in the championship, have the most Tweets at 31,400. This tapers down to 6,056 Tweets by champion team Red Bull. • Ferrari lead in terms of YouTube Subscribers and number of YouTube views, undoubtedly since they have a single YouTube channel for their production cars as well as the F1 team. If we ignore them, Red Bull, McLaren and Lotus are the top three teams in terms of YouTube Subscribers. • Ferrari, Red Bull and Mercedes enjoy the most number of Views on YouTube. 4
- 5. MORE OBSERVATIONS • All of the teams have a Google+ site. Ferrari dwarfs the other teams in number of Google+ Followers due to their site serving the Ferrari production car business as well as the F1 team. Red Bull and McLaren complete the top 3 teams on Google+ with the remaining teams providing a small presence. • Amongst the photo-sharing sites Instagram, Flickr and Pinterest, Instagram has the most usage from nine of the 11 teams. Flickr and Pinterest are both used by five of the teams. Lotus and Caterham happen to use all three of the channels. • Red Bull, Lotus and McLaren are ranked 1, 2 and 3 respectively in terms of number of Instagram Followers. However, Lotus, Ferrari and McLaren have posted the most photos to Instagram. • The top three users of Flickr are Caterham, Ferrari and Sauber. • Lotus is the heaviest user of Pinterest, followed by Williams and Force India. 5
- 6. FINAL OBSERVATION • Lastly, all teams have a presence on LinkedIn. Ferrari have the largest number of Followers on LinkedIn (128,000), again due to their presence representing the production car business as well as the F1 team. Leaving them to the side, the remaining teams have 22,000 Followers (McLaren) down to 800 (Sauber). • Forthwith, the charts…. 6
- 7. # OF SOCIAL MEDIA CHANNELS UTILIZED* BY RANK ORDER 8 8 8 7 7 7 7 7 7 6 6 # of Social Media Channels 6 5 5 5 4 4 3 2 1 0 Lotus F1 Team Caterham Mercedes AMG Petronas Scuderia Ferrari Williams Infiniti Red Sauber F1 McLaren F1 Team Bull Team Mercedes Racing Sahara Force India Scuderia Toro Rosso Marussia F1 Team FIA F1 * See Backup for table of channel use for each team. 7
- 8. # OF SOCIAL MEDIA CHANNELS UTILIZED* BY CONSTRUCTORS TITLE FINISH 8 8 8 7 7 7 7 7 7 6 6 # of Social Media Channels 6 5 5 5 4 4 3 2 1 0 FIA F1 Infiniti Red Mercedes Bull AMG Racing Petronas Scuderia Ferrari Lotus F1 Team McLaren Mercedes Sahara Force India Sauber F1 Scuderia Team Toro Rosso Williams F1 Team Marussia Caterham F1 Team * See Backup for table of channel use for each team. 8
- 9. # OF FACEBOOK LIKES BY RANK ORDER 3,000,000 # of Facebook Likes 2,500,000 2,833,494 2,298,675 2,000,000 1,349,939 1,500,000 1,195,399 1,000,000 819,385 494,804 500,000 315,583 265,276 217,475 214,918 90,118 64,374 0 Mercedes Infiniti AMG Red Bull Petronas Racing Scuderia McLaren Lotus F1 Ferrari Mercedes Team Sahara Force India Williams Sauber F1 Marussia Caterham F1 Team Team F1 Team FIA F1 Scuderia Toro Rosso 9
- 10. # OF FACEBOOK LIKES BY CONSTRUCTORS TITLE FINISH 2,833,494 3,000,000 # Facebook Likes 2,500,000 2,298,675 2,000,000 1,349,939 1,500,000 1,195,399 1,000,000 819,385 494,804 500,000 315,583 265,276 90,118 217,475 214,918 64,374 0 FIA F1 Infiniti Mercedes Scuderia Lotus F1 McLaren Red Bull AMG Ferrari Team Mercedes Racing Petronas Sahara Sauber F1 Scuderia Williams Marussia Caterham Force Team Toro F1 Team F1 Team India Rosso 10
- 11. # OF TWITTER FOLLOWERS BY RANK ORDER 800,000 722,000 700,000 # Twitter Followers 600,000 500,000 523,000 437,000 396,000 400,000 375,000 300,000 211,000 190,000 189,000 200,000 178,000 176,000 133,000 123,000 100,000 0 Scuderia McLaren Infiniti Red Mercedes Lotus F1 Ferrari Mercedes Bull AMG Team Racing Petronas Williams Sauber F1 F1 Team Team Sahara Force India Caterham Marussia Scuderia F1 Team Toro Rosso FIA F1 11
- 12. # OF TWITTER FOLLOWERS BY CONSTRUCTORS TITLE FINISH 800,000 722,000 700,000 # Twitter Followers 600,000 523,000 500,000 437,000 396,000 400,000 375,000 300,000 189,000 200,000 211,000 190,000 176,000 178,000 133,000 123,000 100,000 0 FIA F1 Infiniti Red Mercedes Scuderia Bull AMG Ferrari Racing Petronas Lotus F1 McLaren Team Mercedes Sahara Force India Sauber F1 Scuderia Williams Marussia Caterham Team Toro F1 Team F1 Team Rosso 12
- 13. # OF TWEETS BY RANK ORDER 35,000 31,400 30,000 24,100 25,000 24,100 # Tweets 19,700 20,000 19,600 15,100 14,500 15,000 11,200 8,336 10,000 6,056 5,000 1,524 828 Williams McLaren Sauber F1 Infiniti Red Scuderia F1 Team Mercedes Team Bull Toro Racing Rosso FIA F1 0 Lotus F1 Team Scuderia Ferrari Marussia Caterham Mercedes F1 Team AMG Petronas Sahara Force India 13
- 14. # OF TWEETS BY CONSTRUCTORS TITLE FINISH 35,000 31,400 30,000 24,100 25,000 24,100 19,700 # Tweets 19,600 20,000 15,100 14,500 15,000 11,200 8,336 10,000 6,056 5,000 1,524 828 0 FIA F1 Infiniti Red Mercedes Scuderia Bull AMG Ferrari Racing Petronas Lotus F1 McLaren Team Mercedes Sahara Force India Sauber F1 Scuderia Team Toro Rosso Williams Marussia Caterham F1 Team F1 Team 14
- 15. # OF YOUTUBE SUBSCRIBERS BY RANK ORDER 180,000 165,597 * 160,000 140,000 # YouTube Subs 120,000 100,000 103,576 76,489 80,000 60,000 40,000 20,000 46,996 45,915 30,897 14,933 8,317 8,222 5,772 Sahara Force India Williams F1 Team FIA F1 0 ** 0 0 Scuderia Infiniti Red McLaren Lotus F1 Mercedes Sauber F1 Caterham Ferrari Bull Mercedes Team AMG Team Racing Petronas Scuderia Marussia Toro F1 Team Rosso * The subscriber count for Ferrari includes the Ferrari production car business as well as the F1 team. ** The subscriber count for Toro Rosso was not available although they do have posted videos. 15
- 16. # OF YOUTUBE SUBSCRIBERS BY CONSTRUCTORS TITLE FINISH 180,000 165,597 * 160,000 140,000 # YouTube Subs 120,000 103,576 100,000 76,489 80,000 60,000 40,000 20,000 165,597 45,915 30,897 14,933 8,317 0 5,772 0 ** 0 0 Scuderia Infiniti Red McLaren Lotus F1 Mercedes Sauber F1 Caterham Ferrari Bull Mercedes Team AMG Team Racing Petronas Sahara Force India Williams F1 Team FIA F1 Scuderia Marussia Toro F1 Team Rosso * The subscriber count for Ferrari includes the Ferrari production car business as well as the F1 team. ** The subscriber count for Toro Rosso was not available although they do have posted videos. 16
- 17. # OF YOUTUBE VIEWS BY RANK ORDER 40,000,000 38,552,983 * 35,000,000 # YouTube Views 30,000,000 25,000,000 20,000,000 15,022,781 15,000,000 8,568,364 8,013,542 7,662,505 10,000,000 4,962,064 5,000,000 1,971,753 688,966 500,397 263,342 209,113 0 0 Scuderia Ferrari Infiniti Mercedes McLaren Lotus F1 Sauber F1 Caterham Red Bull AMG Mercedes Team Team Racing Petronas Sahara Force India Williams F1 Team FIA F1 Scuderia Marussia Toro F1 Team Rosso * The view count for Ferrari includes the Ferrari production car business as well as the F1 team. 17
- 18. # OF YOUTUBE VIEWS BY CONSTRUCTORS TITLE FINISH 38,552,983 * 40,000,000 35,000,000 # YouTube Views 30,000,000 25,000,000 20,000,000 15,022,781 15,000,000 8,568,364 10,000,000 7,662,505 8,013,542 4,962,064 5,000,000 688,966 263,342 209,113 500,397 1,971,753 0 0 FIA F1 Infiniti Mercedes Scuderia Lotus F1 McLaren Red Bull AMG Ferrari Team Mercedes Racing Petronas Sahara Sauber F1 Scuderia Williams Marussia Caterham Force Team Toro F1 Team F1 Team India Rosso * The view count for Ferrari includes the Ferrari production car business as well as the F1 team. 18
- 19. # OF GOOGLE+ FOLLOWERS BY RANK ORDER 4,976,313 * 5,000,000 4,500,000 4,000,000 # Google+ Followers 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 372,968 500,000 351,916 68,041 56,332 42,074 29,194 19,217 5,439 77 25 0 0 Scuderia Ferrari Infiniti McLaren Lotus F1 Sauber F1 Mercedes Red Bull Mercedes Team Team AMG Racing Petronas Sahara Force India Williams Caterham Scuderia Marussia F1 Team Toro F1 Team Rosso FIA F1 * The count for Ferrari includes all Ferrari businesses as well as the F1 team. 19
- 20. # OF GOOGLE+ FOLLOWERS BY CONSTRUCTORS TITLE FINISH 4,976,313 * 5,000,000 4,500,000 4,000,000 # Google+ Followers 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 372,968 0 351,916 42,074 68,041 29,194 56,332 77 19,217 25 5,439 0 FIA F1 Infiniti Mercedes Scuderia Lotus F1 McLaren Red Bull AMG Ferrari Team Mercedes Racing Petronas Sahara Sauber F1 Scuderia Williams Marussia Caterham Force Team Toro F1 Team F1 Team India Rosso * The count for Ferrari includes all Ferrari businesses as well as the F1 team. 20
- 21. # OF INSTAGRAM FOLLOWERS BY RANK ORDER 79,238 80,000 70,000 62,752 # InstaGram Followers 60,000 50,000 40,000 30,000 38,053 35,490 23,950 20,000 9,119 10,000 5,928 2,272 298 0 0 0 0 Infiniti Red Lotus F1 McLaren Williams Mercedes Scuderia Sauber F1 Caterham Marussia Bull Team Mercedes F1 Team AMG Ferrari Team F1 Team Racing Petronas FIA F1 Sahara Force India Scuderia Toro Rosso 21
- 22. # OF INSTAGRAM FOLLOWERS BY CONSTRUCTORS TITLE FINISH 79,238 80,000 70,000 62,752 # InstaGram Followers 60,000 50,000 38,053 35,490 40,000 30,000 23,950 20,000 9,119 5,928 10,000 0 0 0 298 2,272 0 FIA F1 Infiniti Red Mercedes Scuderia Bull AMG Ferrari Racing Petronas Lotus F1 McLaren Team Mercedes Sahara Force India Sauber F1 Scuderia Team Toro Rosso Williams Marussia Caterham F1 Team F1 Team 22
- 23. # OF INSTAGRAM POSTS BY RANK ORDER 500 465 450 415 400 # InstaGram Posts 350 283 300 250 268 194 180 200 150 117 100 28 50 0 0 0 0 0 Lotus F1 Team Scuderia McLaren Sauber F1 Williams Infiniti Red Mercedes Caterham Ferrari Mercedes Team F1 Team Bull AMG Racing Petronas FIA F1 Sahara Force India Scuderia Toro Rosso Marussia F1 Team 23
- 24. # OF INSTAGRAM POSTS BY CONSTRUCTORS TITLE FINISH 500 465 450 415 400 # InstaGram Posts 350 283 300 268 250 194 180 200 150 117 100 50 28 0 0 0 0 0 FIA F1 Infiniti Red Mercedes Scuderia Bull AMG Ferrari Racing Petronas Lotus F1 McLaren Team Mercedes Sahara Force India Sauber F1 Scuderia Team Toro Rosso Williams F1 Team Marussia Caterham F1 Team 24
- 25. # OF FLICKR PHOTOS BY RANK ORDER 2,000 1,814 1,800 1,600 # Flickr Photos 1,400 1,200 1,000 937 * 800 600 400 200 249 64 6 0 0 0 0 0 0 0 0 Caterham Scuderia Sauber F1 Mercedes Lotus F1 Ferrari Team AMG Team Petronas FIA F1 Infiniti Red McLaren Bull Mercedes Racing Sahara Force India Scuderia Toro Rosso Williams Marussia F1 Team F1 Team * The count for Ferrari includes Ferrari production cars as well as the F1 team. 25
- 26. # OF FLICKR PHOTOS BY CONSTRUCTORS TITLE FINISH 2,000 1,814 1,800 1,600 # Flickr Photos 1,400 1,200 937 * 1,000 800 600 400 200 249 0 0 64 6 0 0 0 0 0 0 FIA F1 Infiniti Red Mercedes Scuderia Bull AMG Ferrari Racing Petronas Lotus F1 McLaren Team Mercedes Sahara Force India Sauber F1 Scuderia Team Toro Rosso Williams F1 Team Marussia Caterham F1 Team * The count for Ferrari includes Ferrari production cars as well as the F1 team. 26
- 27. # OF PINTEREST PINS BY RANK ORDER 2,000 1,950 1,800 1,600 # Pinterest Pins 1,400 1,200 1,000 800 600 379 400 348 200 256 42 0 0 0 0 0 0 0 0 Lotus F1 Team Williams F1 Team Sahara Force India Infiniti Red Caterham Bull Racing FIA F1 Mercedes Scuderia McLaren Sauber F1 Scuderia AMG Ferrari Mercedes Team Toro Petronas Rosso Marussia F1 Team 27
- 28. # OF PINTEREST PINS BY CONSTRUCTORS TITLE FINISH 1,950 2,000 1,800 1,600 # Pinterest Pins 1,400 1,200 1,000 800 600 400 200 256 0 379 348 0 0 0 0 0 0 42 0 FIA F1 Infiniti Red Mercedes Scuderia Bull AMG Ferrari Racing Petronas Lotus F1 McLaren Team Mercedes Sahara Force India Sauber F1 Scuderia Team Toro Rosso Williams F1 Team Marussia Caterham F1 Team 28
- 29. # OF LINKEDIN FOLLOWERS BY RANK ORDER 140,000 128,352 * 120,000 # LinkedIn Followers 100,000 80,000 60,000 40,000 22,140 ** 20,000 13,924 8,791 5,413 4,490 4,406 2,576 2,066 1,864 1,830 Scuderia Mercedes Caterham Marussia Toro AMG F1 Team Rosso Petronas FIA F1 819 0 Scuderia McLaren Williams Ferrari Mercedes F1 Team Lotus F1 Infiniti Red Sahara Team Bull Force Racing India * The count for Ferrari includes all Ferrari businesses as well as the F1 team. ** The count for McLaren is for McLaren Group Ltd. Sauber F1 Team 29
- 30. # OF LINKEDIN FOLLOWERS BY CONSTRUCTORS TITLE FINISH 140,000 128,352 * 120,000 # LinkedIn Followers 100,000 80,000 60,000 40,000 22,140 ** 20,000 1,830 5,413 2,576 8,791 13,924 4,490 819 4,406 1,864 2,066 0 FIA F1 Infiniti Red Mercedes Scuderia Bull AMG Ferrari Racing Petronas Lotus F1 McLaren Team Mercedes Sahara Force India Sauber F1 Scuderia Williams Marussia Caterham Team Toro F1 Team F1 Team Rosso * The count for Ferrari includes all Ferrari businesses as well as the F1 team. ** The count for McLaren is for McLaren Group Ltd. 30
- 31. BACKUP 31
- 32. CHANNELS UTILIZED BY EACH TEAM Facebook Twitter YouTube Google+ Instagram Flickr Pinterest LinkedIn Lotus ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Caterham ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Mercedes ✔ ✔ ✔ ✔ ✔ ✔ ✔ Ferrari ✔ ✔ ✔ ✔ ✔ ✔ ✔ Williams ✔ ✔ ✔ ✔ ✔ ✔ ✔ Red Bull ✔ ✔ ✔ ✔ ✔ ✔ ✔ McLaren ✔ ✔ ✔ ✔ ✔ Force India ✔ ✔ ✔ ✔ Sauber ✔ ✔ ✔ ✔ Toro Rosso ✔ ✔ ✔ ✔ Marussia ✔ ✔ FIA F1 ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ 32
- 33. In memory of Francois Cevert Photo source: F1Technical.net 33