the 2018 world cup influencers · isco alarcÓn 24. raphael varane 25. paulo dybala 26. thomas...

THE 2018WORLD CUP

INFLUENCERS

by apple tree communications

THE 2018WORLD CUP

INFLUENCERS

Close to 3.2 billion people followed the 2014 World Cup matches in Brazil on television, according to FIFA. This figure, which accounts for almost half the total population of the planet, attests to the relevance of the Soccer World Cup on the global agenda. It is an event that brings together both friends and strangers of the sport; a sporting event that is also a platform for global recognition for both the organizers and for those participating in it.

Just looking at the figures for Russia, the World Cup will have a positive impact on its economy to the tune of 31 billion dollars, according to data confirmed by the organizers. FIFA, on the other hand, will be divvying up 400 million dollars among the 32 teams participating, depending on their results at the end of the tournament.

Brands obviously don't let the opportunity slip to position themselves through sponsorships of both the event itself and the teams competing. Banking, sportswear, telecommunications, beverages, airlines, cars, food and insurance are the sectors most committed to promoting Russia 2018.

And alongside them we find, of course, the stars of the tournament: the players, who, with their talent and constant exposure in the media, become the perfect ambassadors for brands. Cristiano Ronaldo, for example, has over 319 million followers on his social networks, making him one of the world's top influencers, and one that any company would love to have on their books.

Of the 736 players that will be in Russia, who are the most influential? apple tree communications has taken advantage of World Cup euphoria to create a ranking of players who captivate with both their talent on the field and their influence on social networks.

METHODOLOGY: We have reviewed the Twitter, Facebook and Instagram accounts of the players in the final 23 line-ups as per May 22, or if not available at the time, the prior list of 35 footballers. In the same way, this date was also taken into account for the clubs they belong to.

1.

THE WORLD CUP DIGITAL 111.

27,2M

27.2M

54.3M

61.7M

86.2M70.6M

72.8M

192.1M

21 AÑOS

322.1M

181.2M

53.5M

21.8M

Source: apple tree communications analysis

Before presenting our ranking, we selected the most influential players on social networks. Obviously, this is not a line-up with strictly the "top" players, because there are no goal-keepers within the top 11 (De Gea, the first of them, ranks 17).

As we will see later, Cristiano Ronaldo leads this ranking of influential footballers by far. Messi follows, taking into account that he does not have a Twitter account, followed by the Brazilian Neymar. They are at the top of both their teams and our ranking.

RESERVES1. MANUEL NEUER 22.2M

2. KEYLOR NAVAS 15.2M

3. RAPHAEL VARANE 19.9M

4. JAVIER MASCHERANO 17.2M

5. JORDI ALBA 15.3M

7. PAUL POGBA 34.1M

6. TONI KROOS 35.9M

8. EDEN HAZARD 27.2M

9. LUIS SUÁREZ 60.5M

10. FALCAO GARCÍA 39.2M

11. SERGIO AGÜERO 32.8M

12. ANTOINE GRIEZMANN 28.5M


2. THE 50 FOOTBALL PLAYERS WITH THE MOST FOLLOWERS ON SOCIAL NETWORKS

CRISTIANO RONALDO

FOLLOWERS:322,170,000 TRUE REACH23% 38% 39% 37,733,172

NEYMAR


LIONEL MESSI

FOLLOWERS:181,255,000 TRUE REACH49% 51% 15,468,709

JAMES RODRÍGUEZ


ANDRÉS INIESTA


MESUT ÖZIL


SERGIO RAMOS


LUIS SUÁREZ


MARCELO


GERARD PIQUÉ


1

2

3

4

5

6

7

8

9

10

NOTE ON METHODOLOGY: "True Reach" is an index provided by apple tree’s internal influencer analytics tools. It predicts the amount of actual views that, on average, a post from an account (in this case, the football players’) can generate.


11. FALCAO GARCÍA FOLLOWERS:39,247,000 TRUE REACH43% 33% 25% 4,325,223








FOLLOWERS:23,257,000 TRUE REACH5% 45% 55% 277,638








FOLLOWERS:18,553,000 TRUE REACH

3%42% 55% 3,118,692




12. TONI KROOS

13. PAUL POGBA

14. SERGIO AGÜERO

15. ANTOINE GRIEZMANN

16. EDEN HAZARD

17. DAVID DE GEA

18. MOHAMED SALAH

19. ROBERT LEWANDOWSKI

20. MARCO REUS

21. MANUEL NEUER

22. PEPE

23. ISCO ALARCÓN

24. RAPHAEL VARANE

25. PAULO DYBALA

26. THOMAS MÜLLER

27. LUKA MODRIC

28. JAVIER MASCHERANO

29. JORDI ALBA

30. PHILIPPE COUTINHO


31. KEYLOR NAVASFOLLOWERS:15,192,000 TRUE REACH15% 42% 44% 610,514




FOLLOWERS:13,400,000 TRUE REACH67% 33% 3,305,050



1%

20,837



2%58% 40% 47,202







FOLLOWERS:9,381,000 TRUE REACH35% 63% 9,375



FOLLOWERS:7,976,000

TRUE REACH

25% 18% 57%

816,459FOLLOWERS:8,246,000

TRUE REACH

25% 50% 25%

885,600

32. WILLIAN

33. IVAN RAKITIC

34. JUAN GUILLERMO CUADRADO

35. JAVIER HERNÁNDEZ

36. CASEMIRO

37. THIAGO SILVA

38. THIBAUT COURTOIS

39. SAMI KHEDIRA

40. JEROME BOATENG

41. MARC-ANDRÉ TER STEGEN

42. MARCO ASENSIO

43. EDINSON CAVANI

44. KEVIN DE BRUYNE

45. KYLIAN MBAPPE

46. ÁNGEL DI MARIA

47. MAROUANE FELLAINI

48. GABRIEL JESUS

49. MATS HUMMELS

50. HARRY KANE

99%

2%


TOP 5HIGHEST PAID PLAYERS

TOP 5 MOST FOLLOWED PLAYERS

Last April, France Football magazine published a list of the highest-paid players on the planet for the 2017-2018 season, including their gross salary, bonuses and advertising revenue. Bearing in mind that social networks are an important channel for positioning and marketing, does the earnings ranking tally with the top-followed players on social media?

Well, in fact it does, mostly. Though in a different order. It should be noted that within the group of the best paid players we find Welsh player Gareth Bale, whose team did not qualify for the World Cup in Russia and therefore is not on our list of influences. In contrast, despite being the fourth most-followed player, James Rodriguez does not fall within the scope of this ranking in terms of earnings.

ARE THE HIGHEST PAID PLAYERS ALSOTHE MOST FOLLOWED?

3.

5

€29M

1

€126M2

€94M

4

€44M

4

86.2M

1

322.1M2

192.1M

5

72.8M

3

181.2M

3

€81.5M

Source: France Football Study (https://www.efe.com/espana/destacada/messi-adelanta-a-ronaldo-como-el-futbolista-mejor-pagado/10011-3593549) and apple tree communications analysis

TOP 50 ACCORDING TO:4.

THE CONFEDERATION THEIR COUNTRY BELONGS TO1.

THE POSITION OF THE PLAYERS2. THE NETWORK

WITH MOREFOLLOWERS

3.

51332

GOALKEEPERS: 5

DEFENDERS: 10

MIDFIELDERS: 20

FORWARDS: 15


PLAYERS PLAYERS PLAYERS PLAYER

THE COUNTRYTHEY REPRESENT4.

THE CLUB THEY BELONG TO (AS OF MAY 2018)5.

10 8 6 5 3 3

3 3 1 1 1

1 1 1 1 1

1

9

7

2

4

24

73

5

11

1

2

1

1


THEIR AGE6.

34 YEARS OLD

35 YEARS OLD

33 YEARS OLD

21 YEARS OLD

19YEARS OLD

22 YEARS OLD

AVERAGE AGE: 28.5 YEARS

THE OLDEST 3

THE YOUNGEST 3


EUROPE VS. SOUTH AMERICA:5.

The Old Continent surpasses South America with almost double the number of players ranking at the top on social networks, and in this sense, their players have more followers than players belonging to Conmebol teams.

We decided to draw up a UEFA Vs. Conmebol “Dream Team” based on their followers and their playing position, resulting in two all-star teams. Which of them would win on the pitch?

CONMEBOL TEAM

6.8M

54.3M

17.2M12.8M

3.2M

15.2M

86.2M15.1M

192.1M

60.5M

181.2M


RESERVES

1. FERNANDO MUSLERA 3.9M

2. DIEGO GODÍN 2.5M

3. YERRY MINA 2.2M

4. JUAN GUILLERMOCUADRADO 14M

5. CASEMIRO 13M

6. FALCAO GARCÍA 39.2M

7. SERGIO AGÜERO 32.8MSource: apple tree communications analysis

UEFA TEAM

27,2M

27.2M

21.8M19.9M

72.8M70.6M

35.9M

322.1M

28.5M

15,2M61.7M

23.2M

53.5M


RESERVES

1. MANUEL NEUER 22.2M

2. JORDI ALBA 15.3M

3. JEROME BOATENG 11.5M

4. PAUL POGBA 34M

5. EDEN HAZARD 27.2M

6. THOMAS MULLER 18.6M

7. HARRY KANE 7.9MSource: apple tree communications analysis

WHAT IS SOCIALSCENE?

WE MAKE BRANDS MEANINGFUL TO PEOPLE

It is a report published by apple tree communications that analyses the evolution of social media.

We track:• Influencers, the most followed people in the world.

• The leading brands on social media.• What is being said on social networks.• Latest social communication trends.

We believe in understanding people as the basis for strategic communication.

Because only when you truly reach people can you effectively communicate, motivate, mobilize and,

ultimately, sell to them.

[email protected]

by apple tree communications

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the 2018 world cup influencers · isco alarcÓn 24. raphael varane 25. paulo dybala 26. thomas...

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