barclays asia trophy: the china social media winners

Now an established part of the Premier League’s fixture calendar, the Barclays Asia Trophy is a biennial tournament and the only Premier League-affiliated competition to be held outside England.

THE CHINA SOCIAL MEDIA

WINNERS IN THE BARCLAYS ASIA TROPHY

THE CHINA SOCIAL MEDIA

WINNERS IN THE BARCLAYS ASIA TROPHY24–27 JULY 2013 HONG KONG

2013 BARCLAYS ASIA TROPHY

2 4DAYS TEAMS

VS TOTTENHAM HOTSPUR

MANCHESTER CITY

HIGH LOW

726,0006.7M

“Zombie fans” (假新闻jiǎxīnwén) are defined as accounts that have close to zero followers and a highly infrequent or almost non-existent activity on their page. Commonly defined as ‘fake fans’.

155 165

FWDS/COMMS PER POST

VSVS

294THOUSAND

SINA WEIBO ENGAGEMENT RATE

OVERALL WINNERTOTTENHAM HOTSPUR

"I'm very proud to have won two PFA awards and make

the team of the year.""We arrived in London!!"

2,080 FORWARDS

322 COMMENTS

65 FORWARDS

33 COMMENTS

MOST AUTHENTIC FOLLOWERS

HIGHEST ENGAGEMENT

MOST INFLUENTIAL PLAYER

1“The Barclays Premier League has a great following across Asia and this is particularly true in Hong Kong where we have a hotbed of passionate fans.” Robert Morrice, Chairman and CEO, Barclays Asia

END OF SEASON – TOP SINA WEIBO POSTS

AVERAGE POSTS PER WEEK

SINA WEIBO ENGAGEMENT RATE

SINA WEIBO FOLLOWERS

GARETH BALEGARETH BALESERGIO AGUERO SERGIO AGUERO

SINA WEIBO FOLLOWERS

LIKELIHOOD OF ZOMBIE FANS

35FWDS/COMMS PER POST

55

FWDS/COMMS PER POST

42FWDS/COMMS PER POST

56

WINNER

1.1MILLION

www.mailmangroup.com

We localize your & to give you an authentic Chinese social network voice.

www.kawo.com

SOCIAL | PARTNERSHIPS | CHINA

Sources:Data - calculated by Mailman Group - collected at the end of the 2012/13 Premier League season between April 13th – May 13th across Sina and Tencent Weibo.

Having just launched an official video presence in China on Youku.com, SPURS have now announced the launch of an official Weixin account. These two initiatives see Spurs increase their presence online in China in the build up to their Asia tour.