The Rugby World Cup 2015 ran for six weeks from 18th September until the 31st October 2015 and produced some of the most exciting matches the tournament has ever seen. Japan dazzled the crowds as they took on the Springboks and won. Wales beat England at Twickenham in a tense game that went right down to the wire, a result which meant England had to beat Australia to progress to the quarter finals. A task that ultimately proved too much for the hosts. Australia went on to win against Wales and Scotland, but the game against Scotland ended controversially with a last minute penalty that was later ruled to be an incorrect decision. The Pumas reached the semi-finals where they met Australia, who proved too tough an opponent. The Springboks came close to beating the All Blacks in the other semi-final but took the bronze instead, so we had a thrilling Australia vs New Zealand final. It was the tournament favourites the All Blacks who eventually took the cup home to New Zealand. The 2015 Rugby World Cup has been declared the biggest and best tournament to date.

MAPPING THE RUGBY WORLD CUP COMMUNITY

We were very interested to see which influencers and brands drove the most conversation on Twitter, especially the sponsors, so we analysed over 1 Million engaged tweets from 30th September – 28th October on the following query (#rwc2015 OR rugbyworldcup OR rwc2015 OR #rwcfinal OR #rwc2015news OR #rugbyworldcup2015) OR (Rugby AND (Heineken OR Fujitsu OR Toshiba OR Canon OR DHL OR MasterCard OR Emirates OR “Land Rover” OR “Societe Generale” OR “Coca-Cola” OR Toshiba OR Gilbert OR Canterbury OR “Clifford Chance” OR “EY” OR “Ernst and Young” OR Dove OR Tissot OR Duracell OR Heathrow OR Grants)) and identified the top 100 most influential brands and individuals leading the discussion on Twitter. We discovered a very engaged community, with fans, players, teams, sponsors and brands all chatting about the matches. Below you can see a network map of the online conversation created with our Influencer Relationship Management software IRM. This map shows the #1 Brand the Rugby World Cup’s official Twitter Handle at the centre, and the conversations to and from the influencers in its field.

Rugby World Cup 2015 - Network Map

 

Be sure to click on the map to enjoy the full size network diagram in greater detail!

Below you can see another network map created in IRM (Influencer Relationship Management software) showing the #1 sponsor Dove Men + Care at the centre, and the conversations to and from the different influencers in its field. As you can see it is a very engaged community with many conversations. If you are interested in learning more about identifying, managing and engaging with influencers click here to get in touch!

Rugby World Cup 2015 - Dove Men + Care Network Map

BRANDS vs. INDIVIDUALS – SHARE OF VOICE

It was interesting to note that in terms of volume of posts around the search query, the brands had a much larger share of voice during the tournament compared to the individuals. The Rugby World Cup’s official twitter page was very vocal and drove the most engagement as did the All Blacks and other official team twitter handles. Out of the sponsors Dove Men + Care drove the most engagement.

Rugby World Cup 2015 Brands vs. Individuals Share of Voice

TOP 100 BRANDS

With all the discussion and resources available online, our analysis produced a great set of independent information resources and communities. It was interesting to see where the sponsors Dove Men+Care, Land Rover, DHL and Heineken appeared on the list.

Rank Twitter Handle Name Influencer Score
1 @rugbyworldcup rugbyworldcup 100
2 @AllBlacks AllBlacks 22.87
3 @Springboks Springboks 22.7
4 @Wallabies Wallabies 20.13
5 @IrishRugby IrishRugby 16.92
6 @EnglandRugby EnglandRugby 16.51
7 @Scotlandteam Scotlandteam 15.96
8 @DoveMen DoveMen 11.34
9 @WelshRugbyUnion WelshRugbyUnion 11.22
10 @LandRoverRugby LandRoverRugby 9.96
11 @BBCSport BBCSport 7.48
12 @WorldRugby WorldRugby 5.8
13 @BritishMonarchy BritishMonarchy 5.75
14 @millenniumstad millenniumstad 5.41
15 @SuperSportTV SuperSportTV 4.83
16 @ITVRugby ITVRugby 4.64
17 @RugbyCanada RugbyCanada 4.52
18 @Apollo11Rugby Apollo11Rugby 4.14
19 @DHLRugby DHLRugby 3.95
20 @RWC2015 RWC2015 3.62
21 @England2015 England2015 3.52
22 @unionargentina unionargentina 3.36
23 @ITV ITV 3.01
24 @BBCWales BBCWales 2.9
25 @RichmondFanzone RichmondFanzone 2.68
26 @USARugby USARugby 2.66
27 @JRFURugby JRFURugby 2.65
28 @MasterCardUK MasterCardUK 2.6
29 @GeorgianRugby GeorgianRugby 2.59
30 @fijirugby fijirugby 2.56
31 @RugbyUruguay RugbyUruguay 2.48
32 @Federugby Federugby 2.44
33 @RWC2015Travel RWC2015Travel 2.4
34 @A4LNetwork A4LNetwork 2.37
35 @NUFC NUFC 2.36
36 @KICCASPORT KICCASPORT 2.31
37 @wnaholo wnaholo 2.26
38 @GILBERT_RUGBY GILBERT_RUGBY 2.25
39 @paddypower paddypower 2.23
40 @BBCWorldatOne BBCWorldatOne 2.19
41 @BBCScrumV BBCScrumV 2.19
42 @skysportnz skysportnz 2.15
43 @5liveSport 5liveSport 2.03
44 @canterburyNZ canterburyNZ 2.02
45 @officialTongaRU officialTongaRU 2.02
46 @FFRugby FFRugby 1.98
47 @BLACKCAPS BLACKCAPS 1.97
48 @RugbyNamibia RugbyNamibia 1.89
49 @FoxhillsSurrey FoxhillsSurrey 1.87
50 @SkySportsRugby SkySportsRugby 1.85

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TOP 100 INDIVIDUALS

We looked at all the individuals engaging on Twitter to bring you a list of the top 100 most influential individuals at the Rugby World Cup 2015. Be sure to hit the download button below to grab the full report and see who ranks beyond the top 50.

Rank Twitter Handle Name Affiliation Score
1 @Nigelrefowens Nigel Owens World Rugby 8.33
2 @BryanHabana Bryan Habana Springboks 5.55
3 @SonnyBWilliams Sonny Bill Williams All Blacks 5.11
4 @maavelous Ma’a Nonu All Blacks 4.17
5 @JiffyRugby Jonathan Davies BBC, S4C 3.95
6 @giteau_rugby Matt Giteau Wallabies 3.73
7 @matt9dawson Matt Dawson BBC 3.52
8 @samwarburton_ Sam Warburton Wales 3.51
9 @pocockdavid David Pocock Wallabies 3.18
10 @brettgosper Brett Gosper World Rugby 3.08
11 @jppietersen14 JP Pietersen Springboks 3.02
12 @ShaneWilliams11 Shane Williams Wales 2.88
13 @AdamCoopy Adam Ashley-Cooper Wallabies 2.84
14 @WillGreenwood Will Greenwood Sky Sports, ITV, Telegraph 2.66
15 @JNCudmore Jamie Cudmore Canada 2.28
16 @frontrow92 Sean Fitzpatrick Front Row Group Ltd 2.25
17 @johnkeypm John Key New Zealand 2.23
18 @tatafu267 Tatafu Polota-Nau Wallabies 2.19
19 @willcarling Will Carling Will Carling Management Ltd 2.12
20 @iamjonnyking iamjonnyking™ Freelance Author 2.11
21 @RossMoriarty6 Ross Moriarty Wales 1.95
22 @StevenGauge Steven Gauge Freelance Author 1.86
23 @paddyjackson10 Paddy Jackson Ireland 1.82
24 @ScottQuinnell Scott Quinnell Sky Sports 1.72
25 @DTHVDM DTH van der Merwe Canada 1.68
26 @kevenmealamu keven_mealamu All Blacks 1.67
27 @MalakaiFekitoa Malakai Fekitoa All Blacks 1.67
28 @MayorofLondon Boris Johnson The Conservative Party 1.63
29 @Nabasboer Jacques Burger Namibia 1.61
30 @nialloloughlin Niall O’Loughlin Caricatures 1.56
31 @SharkGregNorman Greg Norman Shark 1.52
32 @gallagherbren Brendan gallagher Canada 1.44
33 @officialroycey Roycey Freelance Comedian 1.44
34 @stranners Joel Stransky Pivotal Capital 1.44
35 @JesseKriel15 Jesse Kriel Springboks 1.43
36 @richardbranson Richard Branson Virgin 1.38
37 @jeromekaino Jerome Kaino All Blacks 1.38
38 @paulszom Paul Szomoru Newcastle Gateshead Initiative 1.37
39 @YannickNyanga Yannick Nyanga France 1.36
40 @Hambofoundation Matt Hampson Matt Hampson Foundation 1.35
41 @TimHoran12 Tim Horan Fox Sports 1.29
42 @KP24 Kevin Pietersen South African Cricket 1.29
43 @garyplayer Gary Player South African Golf 1.28
44 @piersmorgan Piers Morgan First News 1.27
45 @CliveWoodward Sir Clive Woodward England 1.26
46 @IzzyFolau Israel Folau Wallabies 1.24
47 @KennyLogan Kenny Logan Scotland 1.23
48 @miketindall13 mike tindall England 1.21
49 @A_Smith09 Aaron Smith All Blacks 1.21
50 @snorkymortlock Stirling Mortlock Wallabies 1.2

 

Influencer Marketing campaigns generate impressive results, the average earned media value (EMV) from US influencer marketing programs was 1.4 times higher in H1 2015 than the overall average in full-year 2014. At Onalytica we love building these lists and want to give back to our loyal readers as much as we can. If you’re interested in other topics (such as Machine to Machine, Wearable TechInternet of Things) be sure to have a gander on our blog or why not propose some topics to us on twitter? We also build some very cool software to manage all of these influencers. Get a free demo today by clicking the button below!

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Disclaimer: As ever with these lists, it must be stressed that the ranking is by no means a definitive measurement of influence, as there is no such thing. The brands and individuals listed are undoubtedly influential when it comes to driving discussion around the Rugby World Cup. The PageRank based methodology we use to extract influencers on a particular topic takes into account the number and quality of contextual references that a user receives. These calculations are independent of a user’s number of followers, but we do filter our lists based on how much a user is engaged in the conversation and the influence they drive through their networks.

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