The powerful Real Madrid survived a battle against Panathinaikos to advance to the EuroLeague Final Four, champion in the season 14-15, it is way too different when we talk about Real Madrid Baloncesto brand and history, compared by their positioning in football. We have already presented a digital marketing strategy and analysis focused on the football club, but what about its strategy in basketball? This is dedicated to the analysis below.
Let’s now analyze Real Madrid, how are they performing in Social Media (Facebook)?
Real Madrid overcame in terrible blocking problems of their athletes, managed to qualify for the playoffs and Final Four, but what’s the team’s digital strategy, now let’s evaluate the Baloncesto.
The number of fans is of 16.2 million followers with engagement of 0.014% of the whole base, in the last months did not grow their numbers with decrease of -0.0039% (almost nothing). A larger follower base than EuroLeague Teams, but with very few active people, possibly converted by the Real Madrid brand in football, with low interest and fanpage engagement.
The types of posts the team posts are larger in the video format, most posts are related to game bids, interviews, and other content that increase engagement with the audience. The number of video posts (41) in a month is great, compared to other EuroLeague teams, but this is below Panathinaikos, possibly because it produces a smaller number of content.
The highest number of posts in the week is on Fridays, always reflecting a post game that occurred the previous day, behavior common among all EuroLeague teams.
How is Real Madrid performing on your website?
When we evaluate the number of accesses to the website of Real Madrid Basket, it is on the same website of the football team, navigation begins on the team’s home page until arriving at the specific page of Basket. Even though the access is giant, we cannot identify the number converted to the modality, in this way we will analyze the website as a whole.
Real Madrid has an average of visits of more than 7 million, with a good time of visit, great number of pages per visit (3.23) and a bad Bounce Rate (61%), overall the performance is satisfactory.
When we evaluate the number of users per country, it is clear that there is a clear behavior of the internationalization of the Real Madrid brand, but with a focus on football, this influence in the presence of countries such as USA, Congo and Brazil.