Impact Of Social Media On New Zealand’s Men’s And Women’s Rugby Teams

Purpose and Rationale

According to Andrew Cave and Alex Miller, the mobile technology and social media are the most transforming tools in the field of rugby sports in New Zealand. Whenever any tournament of Rugby is sponsored, more than half a million of population in New Zealand converge on the sports. There are many points to focus such as the field quality; the dress of sportsmen and women and the business implicitly start seeking benefits from other arrangements like hospitality, networking and sponsorship etc. Some of the most challenging opportunities to access the present and the most potential customers which can be targeted through the championship are promotions, sponsorships and getting the attraction of audience. Social media apps and websites play a very important role in this direction. They are engaging themselves to connect with fans of sports via their network. Sports club and organizers can now open new channels to connect with their audience. All the sponsors of the world-wide tournaments are planning to take advantage of social media networks to establish their brand popularity and loyalty. (kelvin filo, 2015)

If we analyze the past history of Rugby sports in New Zealand, we can see that the role of women in this sport is tremendously expended in country. It is not like the early days when women were considered for delicate tasks. Earlier people have tendency of considering women in negative context. In today’s scenario the role of women in Rugby sport is very clear to all around the world and now the capability of women is inclined in sports. Women are now involved in almost every type of sports. They want to pursue their career in sports as well. This report is specially designed to show the participation of men and women in the field of sports, so that they can achieve the highest level of competition. It is important now to support the athletes by everyone and government on a large scale. This task can be now more simple and easy because we have social media applications. These applications or website are following by a very huge number of people worldwide. With the help of their messages, blogs, posts and photos, these applications are doing a very good job.

The aim of this research project is to analyze the overall performance of rugby sports of New Zealand through the social media coverage. It includes both male and female teams. (Thompson, 2012) Mainly the focus will be on last six months tournaments. It will prove the strong impact of social media in New Zealand Rugby foundation. There are so many social media tools available for making rugby popular all over the world. One of them is Facebook (www.Facebook.com). We will focus on Facebook as well as on Twitter for the analysis purpose of this project report.  (AllBlacks, 2009)

Hypothesis

This research report is focused on the perception of social media actively involved in the covering of performance of men and women rugby teams of New Zealand. Before two decades the social media was not as active as nowadays. The growth of social media can be seen now as a catalyst for the empowerment of sportsmen and women as well. There is good and bad both effects of social media, but regardless of this every person have his or her mobile device instantly getting involve in accessing their profile. So, we cannot deny the importance of this revolutionary tool which is impacting our culture, business, organizations and almost every aspect of our life. 

Almost all types of business organizations are actively using the social media to expand their business and to reach their clients. Sports organization of New Zealand is also one of them. The use of social media provides great opportunities to create the campaign for advertising their upcoming tournaments and building awareness about their teams around the globe. Social networking websites such as Facebook, Twitter and Instagram are a unique and actively engaged communication medium which can be used by the sports organizations to communicate the messages to a great volume of audiences. It is mandatory to create a link with their audiences so that the game cannot lose its popularity and maximum audiences can be attracted. To magnetize the sponsors for upcoming tournaments, the social media can also be used with a great extent.

Although there are number of social media tools which are popular to advertise and sharing contents regarding sports on Internet. Most of the tools or methods are now used by the authorized person who is the owner of that social media account. We can use so many different tools to analyze the data available on social media network. Microsoft excel is one of the best software which can be used to get the detailed data of sites such as Facebook and Twitter. We must register our self to get the accessibility to track the social media to collect data in bulk. Here we have used excel to analyze the data. (sport-superstars-react-on-twitter-to-the-all-blacks-emphatic-rugby-world-cup-triumph-34158334.html, 2017). Some tools are also available which are capable to fetch the data from social media websites. One of them is https://birdiq.net/twitter-search this link has the capability to fetch the twitter data of specific search topic provided by user.

Blogs and articles are also helpful to get the knowledge about any specific topic. We can use some language specific API also to fetch the data about New Zealand rugby sports. Facebook and twitter developing tools can also be used but it needs some technological skills. Hence used by technology experts.

Review of Literature

Facebook social media is the number one platform, which is the most widely used by people all around the world. It is being used by people not only for chatting with friends or for sharing things such as videos, photos and documents but also for marketing and promotion campaign of business. Hence Facebook is now considered as the best tool for increasing the source of traffic and also for spot branding. It can be proved with the help of following data:  (MANARANG, 2010)

Figure: 1 Facebook as marketing tool

The data available in above figure is showing the result of Facebook marketing for brand. The main aim of this marketing was increasing sales, branding and of course fan following. The fan following in every sport in very essential and the loyalty of fans is also very important. The fans can be of different categories from potential fans to super fans. Following is an Infographic named Moontoast which is showing the journey of a fan. (Demoro, 2015)

Figure: 2 levels of fans on Facebook

According to the article published on www.campaignlive.co.uk All Blacks dominate the social media during the first week of Rugby World Cup. This was published before the starting of World Cup, which impact the confidence level of players drastically as they already win the battle on social media. It was proved that New Zealand is the most favorite of fans around the globe. All Black were rated “Most Social Rugby Union” by ADI which is Adobe Digital Index. This rating was based on the social network, fan following on social media, rugby ranking and the positive sentiments. (porterfield, 2011) According to the ADI’s report if the Rugby world cup winners were declared on the basis of fan followers, then surely New Zealand would be the winner.

Figure: 3 ADI’s report

After the ADI’s report, Heineken UK was considered as the best sponsor of the upcoming event of Rugby world cup.  (blacks-dominate-social-media-first-week-rugby-world-cup, 2015) It was responsible to handle an advertising campaign throughout the world cup. According to the data available, it has 12,600 followers are on Twitter. The role of social media was seen on tournament as catalyst. The world cup of Rugby has seen growth which was on week on week basis. The growth of Rugby has still slowly as compare to FIFA. As per the emotional and sentiments analyzed during Rugby world cup the data shows 54 percent joy, anticipation and admiration on the other hand it shows 27 percent negative emotions. (espn, new-zealand-beat-england-in-classic-to-win-womens-rugby-world-cup-in-belfast, 2017)

Methods

The strategies which can be used in Facebook while using it as a brand promotion and fan following tool are:

The success of companies on Facebook depends on the interaction and posts done by users. The number of pages behind the logo of the brand represents the success. In every post the personality of fan will come out. It is recommended that every post must show the emotions of users.

While we discuss the Rugby in New Zealand, we must include both men and women rugby teams. Officially men’s team is called All Blacks, the women team is called Black Ferns and it represents the women’s rugby union as the national sport of New Zealand.

	Men’s Team	Women’s Team
Latest championship	Rugby championship 2017 This is the latest championship of Men’s team. New Zealand team has maintained their 100% start in this tournament. They scored 39-22 against plucky Argentina at the ground of Yarrow.	Women’s rugby world cup 2017 As per latest information, New Zealand women’s team beat England in Belfast. The Balck ferns rocked by 41-32 at Kingspan stadium
Official website	https://www.allblacks.com/	https://www.allblacks.com/Teams/Ferns
Facebook Page	https://www.facebook.com/AllBlacks/	https://www.facebook.com/Womens-Rugby-NZ-148229255197293/ https://www.facebook.com/BlackFernSSupporters/
Facebook started on	1870	NA
Community followers	4.2 M	3500
Community likes	4.4 M	3524
Reviews		NA
Total number of videos posted	More than thousands	9
Events	Events are being updated frequently	No Event found on page
Photos posted	8861	53
Official twitter page	Tweets by AllBlacks	https://twitter.com/blackferns?lang=en
Joined on	March 2009	October 2016
Number of tweets	38.5 k	1204
Following	520	88
Followers	761 k	4436
Likes	1417	371
Lists	2	NA
Moments	1	NA
Total number of photos and videos	5568	653

While posting on Facebook, it must ensure that the contents must encourages and empowers the fans and keep them busy for coming on page regularly for latest updates. So it is must that the contents must be created with latest photos and media clips. The different variety of posts is recommended to attract the attention of users. Mix the contents with blogs including latest tournament photos and videos. Blogs and Facebook pages can be linked to drive more traffic, so that users may get know about the latest updates about Rugby.

Facebook is not only the social media which is actively updating each and every happening related with Rugby New Zealand, twitter, Instagram and other social media sites are also in the race to flooding the cloud on this topic. The official home page of Rugby New Zealand team on twitter is: https://twitter.com/allblacks . Till date the summary of this official twitter page is:

This page was created on March, 2009 and till date near about 5,527 photos and videos are already posted.

Audiences are being notified about each and every tournament which will be started on specific schedule. Such as:  This tweet is showing the whole description about Investec Rugby championship which is being started on September 9 2017 against Argentina at Yarrow stadium.

Rugby world cup page is also a source of all the latest coming updates about Rugby turnament.

The selection of social media we preferred to cover our literature work is social media websites Facebook and Twitter. We also limited our research project to sports related journals and articles as well. Journals from the related field of social media network in sports, Facebook’s posts and tweets of Twitter will also be analyzed to accomplish this project report. To use the Facebook as the channel we have used the Facebook page of All Blacks. 

The secondary channel of relevant information about the literature is journals. To use this channel, Google is the primary interface for the relevant publications. Searching on Google includes: The New Zealand rugby on social media, rugby sports management; blogs about New Zealand rugby were used. We had also used the manual searching methods which covered primary channels such as providing a long list of articles and journals.

As per the article published on sports newsletter Sport Rugby World cup Sport superstars react on Twitter to the official home page All Blacks that New Zealand has made a history in the world of sports at Twickenham and they now became the world’s first team which  would be honored as the Rugby world cup winner continuously second time. Article describes that Nehe Milne-Skudder and Nonu along with late Beauden Barrett had scored 19 points from All Blacks.

 The research on the topic can be categorized in three parts. The research consists of sport and social media

We have used to fetch the tweeter data about

Influence Score	RetweetedStatus UserScreenName	RetweetedStatus UserFollowersCount	RetweetedStatus UserFollowingCount	RetweetedStatus User Tweets	Retweeted StatusUser FavoritesCount
856.00	OnlyAfricaFacts	49787	10	4232	3239
68.00	espnscrum	66717	742	34736	440
48.00	SkySportsRugby	188608	737	20655	1115
16.00	bet365	371862	928	276119	7086
8.00	FOXRugbyLive	29482	2066	23487	369
8.00	RTEsport	74554	942	100458	539
8.00	Rugbyworldmag	139086	1146	34786	373
4.00	OmnisportNews	2386	90	22892	1
4.00	asmithyy4	317	162	4021	728
4.00	ballsdotie	72469	7144	140649	5912
4.00	talkSPORT2	23583	1467	19230	571
132.00	TyCSports	1533298	159	112053	48
20.00	1NewsSportNZ	16800	990	33665	3384
20.00	VodacomRugga	26420	2586	33821	9874
12.00	IndySport	31399	253	81194	32
12.00	News24	2355307	3755	224846	25
8.00	RMCsport	350849	1059	178684	819
8.00	TimesLIVE	893757	875	200628	68
8.00	mpdotn2	2	0	84	27
8.00	onrugby_it	6299	451	20664	876
4.00	ST_Duna	262	297	6264	4773
4.00	SportsNewscomau	2320	1843	74456	11
4.00	rugbyheaven	11015	631	9610	31
4.00	rugbywclive	76	33	6618	6

Influence Score	RetweetedStatus User Screen Name	Retweeted StatusUser Followers Count	Retweeted StatusUser Following Count	Retweeted Status User Tweets	Retweeted Status User Favorites Count
492.00	AllBlacks	761262	520	38504	1417
264.00	BlackFerns	4436	88	1204	371
168.00	PasionPorRugby	53124	775	43922	30296
16.00	girlsleadership	17203	2122	6540	5878
16.00	nzheraldrugby	11864	7	22434	0
12.00	TeineRugby	465	457	4343	3473
8.00	NZStuff	159526	787	224920	190
8.00	TheCoconetTV	2261	159	8250	1105
8.00	andrewvoerman	2501	4938	28819	5
4.00	5arah_murray	35	126	47	178
4.00	CharleneBourlon	1040	330	2116	939
4.00	leglessbob	16	108	113	311
4.00	yscrugby	5212	2256	36561	286

Following chart is created by STUDENT NAME using excel sheet. The twitter data was imported using https://birdiq.net/twitter-search/?q=all+blacks+rugby+new+zealand , It is a tool to import twitter data in excel format. It has different sheets and we are using here Top influencers for analytic purpose.

The use of internet on vast level is beneficial for marketing the sports of Nations. By using simple web technology every nation can create their sport’s websites to promote them to the whole world. The social media channels are also playing very important role in the same direction. We can create a huge network of fans and followers using these channels. In this section we are using Twitter as social media channel for the promotion of New Zealand Rugby sports. On twitter both Men’s and Women’s teams are present digitally. It is second largest platform after Facebook for marketing any business strategy. Main reasons of selecting twitter as the second social media tool for the project are:

• More than 300 Million active users

Although as compare to Facebook the number of active users are less, even though in the second quarter of 2016, it was analyzed that about 313 million of active users are there every month. It makes the Twitter 9^th largest platform as social media network world-wide just after Instagram.

Many of the users of twitter are from outside the USA that is near about 79%. It means the users are international and we can use it as very efficient marketing tool for almost all countries. (espn, twitter-sports-team-marketing-promotion, 2017)

• Timely updates and tweeted

The most important point about Twitter is that it is very immediacy which means it works in real time fashion. Active users can follow and every news about event can be seen live on twitter. It is good for sports marketing. All the breaking news and photos and videos can be tweeted on twitter in real time fashion. This is a very important key tool about New Zealand rugby sport for instant access the most up to date content for audiences.

• Tools for broadcasting

Twitter can be used as a tool for broadcasting any information regarding any news or event. By using the search option of twitter anybody can access the relevant news or update in which they might be interested. Twitter can be searched for any specific news by topic or recently updates.

• User interaction preferred

Any user can use twitter to follow any team or person. User can directly get connected with his favorite team. This is good as compare to Facebook. As in Facebook if any player has his own account of Facebook and a user wants to communicate with him. It is not possible without being in a friend list. Although we can follow a community on Facebook.

So by observing these all points, we can say that twitter can be used for market research in a better way.

The Rugby world cup 2015 was a huge success for New Zealand as well as for social media. The impact of social media on world cup was evaluated by the researchers. This tournament was proved the most successful event after the popularity of Twitter. According to Alex white, he was able to view all the emotional and sentimental posts of fans. Social media was succeeding in representing the sentiments of players and fans which were occurred during the tournament. The team of New Zealand had finished the tournament by 34-17. The event was memorable due to fantastic trials, impressive performances and encouraging audience. Overall event was full of qualities and positivity from beginning till ending. The top teams of world cup were Australia and New Zealand. They both scored 25 tries out of 7 matches. (NZLeague/photos, 2017)

The data can be shown as:

In world cup Rugby 2015 there were four pools. New Zealand was in Pool-C. Knockout stages of teams were as follows:

The performance of New Zealand rugy in world cup 2015, as per the data collected from different social media is:  (BEGOVI?, 2014)

Champion: NewZealand has won all 7 matches. Team scored more tries as compare to their competitors. (white, 2015)

As per the latest post on Facebook on link: https://www.facebook.com/pg/NZLeague/posts/

A Facebook page of New Zealand Rugby League which is being likes by 54,421 people, followed by 53,988 people and visited by 327 people has many posts regarding Rugby upcoming events. Audiences are invited to join NZ Kiwis and Kiwi Ferns on October 20 at East Lounge, MT Smart Stadium.

Posted By	Description	Like	Share	Date
All Blacks	Champion build on Farah Palmer Laed	78	1	09/09/2017
Black Ferns	Congrsts to Emma Jensen, who played 100th NPC Match	322	5	09/09/2017
Black Ferns	Emma Jensen to achieve a first for women’s rugby	285	32	07/09/2017
Black Ferns	Farah Palmer cup- round 2 preview	69	5	07/09/2017
Black Ferns	Counties Manukau make strong start to defence	141	11	02/09/2017
Black Ferns	Webb Ellis Cup at NZ rugby house	853	109	02/09/2017
Black Ferns	Expanded Farah Palmer cup	267	16	01/09/2017
Black Ferns	Black Ferns world cup success	293	22	31/08/2017
Black Ferns	Team was greeted by fans at Auckland airport	1.2 k	55	29/08/2017
Black Ferns	Praise flows for world champion black ferns	812	45	28/08/2017
Black Ferns	Time rugby world cup champions	4.1 k	381	27/08/2017
Black Ferns	Black Ferns are the champions of 2017	2.2 k	262	27/08/2017
Black Ferns	Posted a quiz	170	1	26/08/2017

Post	Description	Like	Share	Date
All Blacks	Rate this try from Vaea fifita out 10..	4.6 k	367	10/09/2017
All Blacks	Jim Kayes a new batch star	882	25	10/09/2017
All Blacks	Get EXCLUSIVE access inside the sheds to hear the players reaction following the All Blacks 39 – 22 win over Argentina.	997	44	10/09/2017
All Blacks	Read keep focus under yellow card pressure	1.3 k	32	10/09/2017
All Blacks	HIGHLIGHTS | All Blacks overcome a strong Argentine start to take a 39-22 win in trying Taranaki conditions	14k	2613	09/09/2017
All Blacks	Thanks to Taranaki	8.7 k	273	09/09/2017
All Blacks	Android and IOS app for live updates of match	346	3	07/09/2017
All Blacks	Investec Rugby championship	899	29	09/09/2017
All Blacks	All blacks test their options in New Plymouth	1.3 k	29	08/09/2017
All Blacks	Welcome back Skudz	6.3 k	178	07/09/2017
All Blacks	All black team named for Argentina test	3.8 k	265	06/09/2017

After analyzing the Facebook posts of Men and Women rugby team, we can see that the posts are very frequent and consistent on All Black’s page as compare to Black Ferns page. (Jeremy, 2015)

Facebook is being used in New Zealand by near about 2.8 millions of persons. These persons belong to 13 to 65 years of age group. Maximum persons are from age group 18 to 29 which are actively involved in Facebook surfing. Interaction is used to measure the activeness of person on Facebook. It can be in form of likes, shares and commenting. On Facebook the average lifetime of a post on Facebook is 22 hours, before the launching of Timeline concept. After the introduction of Timeline now it is 3 hours. Facebook does not show the posts of a page to every follower.  (espn, 2017)It uses the concept of interaction, means if a user interact with any post, it will displayed to the other users of the same page. In this way Facebook increases the engagement. The engagement of user depends on the community size, frequency of posts, and the productive activeness. Engagement rate for each community member can be calculated by dividing the engagement rate with items published. According to Michael Leander, the engagement rate 1% is considered as good, 0.5-0.99 is average and <0.5% is as poor. (jones, 2017)

Conclusion

After representing all the details about men’s and women’s rugby of New Zealand, we can conclude that sexism in sport is present all over the world. (whelan, 2016) Women’s best performance and marketability is also a controversial topic in the world of sport in New Zealand. According to the manager of women’s rugby Cate Sexton, recommend more commitment for the women’s role in sports. He said, “if you want to be world leading and win on the world stages, of course, that costs”. He also ensured that women’s sport is not able to generate as much revenue as men’s sports does. If we want to generate more revenue, then we must invest in time and expertise and provide more resources to create it. New Zealand rugby had a target of near about 21k players by 2020. At present there are 19,500 players in rugby New Zealand. After the winning title of world rugby, the women’s rugby is also on priority now. The vision of New Zealand rugby is now “Inspire and unify” and it is not only for men, but also for women.

References

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