A major advantage of social media compared to traditional media, identification via various tools makes it possible to accurately analyze different groups that can constitute the audience of a Facebook page or a Twitter account for example.
After taking an interest in commercials Then aux Stories Instagram In our previous articles, we therefore wanted to find out who the fans of the Rolex Paris Masters were on Twitter. To do this we used the “Audiense” tool, which allowed us to analyze the profiles of users who used the hashtag #RolexParisMasters. This tool makes it possible to draw up a portrait of the audience based on a sample of analyzed users.
From this hashtag we can therefore identify the typical profile of the people who used it:
The people who used the hashtag are therefore mostly men interested in sport, who are between 18 and 24 years old and are foreigners. However, the most represented countries and cities remain France and Paris, places of the tournament.
If we are interested in the description of their accounts we notice that these people describe themselves as fans of sports, tennis or more precisely Roger Federer.
The brand accounts they like the most are logically those of the ATP World Tour and Grand Slams.
At the level of accounts that influence them the most, we find the star players Roger Federer, Novak Djokovic, Rafael Nadal and Tennis TV (ATP account).
They are interested in the information shared by the New York Times and the BBC but also linked to the Spanish club FC Barcelona.
If we are now interested in the segmentation of this audience, we identify: 10 audience segments distinct made up of people who have things in common:
We therefore find audiences linked to players (Novak Djokovic and Roger Federer), to the media and to news, sports fans (India, France, Spain) or tennis fans (Japan). But not all of these audiences are represented in the same proportions, so let's look at these audiences in more detail.
10 Audience segments identified
1.The most represented audience, at 22.63% of hashtag users, is made up of fans of Novak Djokovic (66.83% affinities) who have a strong interest in sport and are men aged between 25 and 34. It is the oldest audience with that of French soccer fans.
2. The second audience with 10.42% is made up of French sports fans who follow the sports media France TV and RMC Sport in particular, but also French and foreign athletes. They are men between the ages of 18 and 24.
3. The third audience with 8.06% is that of fans of Roger Federer (89.92% of affinities). Again, mostly men between 18 and 24 years old.
4. We then find an audience composed of Spanish-speaking people interested in sports media such as ESPN or CNN but also different leagues such as the NFL. Mostly men between 18 and 24 years old.
5. More people interested in the media but here rather in international news in general and not exclusively sports. However, there is a strong affinity with Roland-Garros (81.51%). Mostly men between 18 and 24 years old.
6. Then we have an audience made up of sports fans based in Spain. Mostly men between 18 and 24 years old.
7. Then there are sports fans based in India who are interested in sports and Indian personalities. Mostly men between 18 and 24 years old.
8. The last media-related audience, this one is linked specifically to mainstream American media such as ABC, Fox News and NBC. Mostly men between 18 and 24 years old.
9. This audience is made up of Japanese tennis fans who follow the media that broadcast the tournaments and Japanese players such as Kei Nishokori (81.45% affinities) or Naomi Osaka. Note that this audience is mostly female and between 18 and 24 years old.
10. The last audience is made up of French football fans who mostly follow clubs and influencers linked to this sport such as Mohamed Henni and Julien Cazarre.
Conclusions:
The Rolex Paris Masters is aimed at an audience made up of diverse audiences. Knowing their interests and who they are is an opportunity to expose them to content that will be more relevant to them and more likely to engage them. Novak Djokovic is the player most appreciated by this audience so it would be interesting to highlight him on Twitter. Several local communities have been identified; these can be directly targeted on Twitter or via other social networks where they are certainly also present.
We also note that the RPM audience is mostly male, an objective could be to try to increase the proportion of female audiences interested in the tournament. In this perspective, the case of the segmentation of mostly female Japanese fans would be interesting to study in more detail. For example, the RPM could use content targeted at Japanese women by endorsing Kei Nishikori or featuring the player Naomi Osaka for promotional purposes only, as the tournament is a men's tournament. Or by creating partnerships with Japanese media aimed at a female audience.
