REAL MADRIDFacebook Market Audit: 1 June - 30 June 2017

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2

POSITIVES

Audience Growth 52%

Engagement Rate 11%

Shares 6%

EXECUTIVE SUMMARY

NEGATIVES

Comments 29%

Content Posted 7%

Likes 8%

Real Madrid Facebook Market Audit: 1 June - 30 June 2017

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3

THE SCOREBOARD

97BRAND SCORE

OUT OF 10085BRAND SCORE

OUT OF 10040BRAND SCORE

OUT OF 10027BRAND SCORE

OUT OF 100

Real Madrid FC Barcelona Athletic Club Atlético de Madrid

Real Madrid Facebook Market Audit: 1 June - 30 June 2017

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STATE OF THE LANDSCAPE

The total market size is at 222,039,323 followers. The landscape has grown by 0.95% in the last month.

Real Madrid C.F. has 47% of the total audience in the competitive landscape. The brand grew 155% faster in June than the average growth in the landscape.

Real Madrid C.F. stood for 39% of all the new posts in June and the sentiment was 13% more positive than the average sentiment in the landscape.

Real Madrid C.F. share of engagement stood for 72% of all engagement in the landscape.

Real Madrid Facebook Market Audit: 1 June - 30 June 2017

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ACTIVITY

178POSTS

Real Madrid C.F. posted 178 times, which is a 7% decrease compared to May.

The most used post format were videos with 48% of all posts. Photo was the post format with the highest engagement rate at 0.41%.

The average post engagement rate was at 0.21%, which is 8% higher than in May.

86 0.14% ER

56

36

0.41% ER

0.05% ER

VIDEOS

PHOTOS

LINKS

Real Madrid Facebook Market Audit: 1 June - 30 June 2017

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AWARENESS

Real Madrid C.F. audience is at 104,616,539 with Mexico being the top country with 22% of audience.

The brand grew by 2% in June. The predicted growth for July is 0.59%.

There were 37,866,776 engagements in total which is a 0.14% decrease compared to last month.

1,617,250AUDIENCE GROWTH

37,866,776 TOTAL ENGAGEMENT

Real Madrid Facebook Market Audit: 1 June - 30 June 2017

Mexico

Indonesia

India

Spain

Brazil

Algeria

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7

WHAT PEOPLE ARE SAYING

MadridReal

Hala

Halamadrid

Champions

Cristiano

Mundo

MejorHalaSENTIMENT SCORE

67 OUT OF 100

Real Madrid Facebook Market Audit: 1 June - 30 June 2017

FinalMarco

Football

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SENTIMENT SCOREBOARD

59OUT OF 100

54OUT OF 100

Athletic Club Atlético de Madrid

Real Madrid Facebook Market Audit: 1 June - 30 June 2017

65OUT OF 100

67SENTIMENT SCORE

OUT OF 100

FC BarcelonaReal Madrid

SENTIMENT SCORE SENTIMENT SCORE SENTIMENT SCORE

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9Real Madrid Facebook Market Audit: 1 June - 30 June 2017

CONTENT KEYWORDS

REAL MADRID KEYWORDS THAT WORK 97

TOPIC SCORE

OUT OF 100

MARCO ASENSIO WILLEMSEN

96TOPIC SCORE

OUT OF 100

JUVENTUS

95TOPIC SCORE

OUT OF 100

FINAL

93TOPIC SCORE

OUT OF 100

REAL

44TOPIC SCORE

OUT OF 100

KARIM BENZEMA FOOTBALL EQUIPACIN NUEVA

48TOPIC SCORE

OUT OF 10055

TOPIC SCORE

OUT OF 10062

TOPIC SCORE

OUT OF 100

COMPETITORS KEYWORDS THAT WORK 97

TOPIC SCORE

OUT OF 100

FORA BARA

96TOPIC SCORE

OUT OF 100

LEO MESSI

90TOPIC SCORE

OUT OF 100

FAVORITA

81TOPIC SCORE

OUT OF 100

TEVA

REAL MADRID KEYWORDS THAT DON’T WORK

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POST WITH THE HIGHEST NUMBER OF LIKES

2,673% higher than the average likes in the landscape.

REAL MADRID

100POST SCORE

OUT OF 100

Real Madrid Facebook Market Audit: 1 June - 30 June 2017

1,416,759 likes 33,605 comments 480,452 shares 1.87% engagement rate 1,930,816 engagement

🏆  UEFA Champions League 2017 #CHAMP12NS

Photo on 03/06/17

Real Madrid

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POST WITH THE GREATEST NUMBER OF COMMENTSREAL MADRID

Real Madrid Facebook Market Audit: 1 June - 30 June 2017

21% more comments than the average post in the landscape

🏆🏟🎊  #CHAMP12NS Follow the celebrations at the Bernabéu! ¡Sigue en directo nuestra celebración en el Bernabéu!

98POST SCORE

OUT OF 100

Video on 04/06/17

404,211 likes 79,763 comments 766,644 shares 1.19% engagement rate 1,250,618 engagement

Real Madrid

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POST WITH THE GREATEST NUMBER OF SHARESREAL MADRID

Real Madrid Facebook Market Audit: 1 June - 30 June 2017

39,915% more shares than the average post in the landscape.100

POST SCORE

OUT OF 100

1,416,759 likes 33,605 comments 480,452 shares 1.87% engagement rate 1,930,816 engagement

🏆  UEFA Champions League 2017 #CHAMP12NS

Photo on 03/06/17

Real Madrid

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POST WITH THE GREATEST NUMBER OF LIKESCOMPETITORS

Real Madrid Facebook Market Audit: 1 June - 30 June 2017

188% higher than the average Real Madrid C.F. likes.99

POST SCORE

OUT OF 100

564,781 likes 8,167 comments 10,880 shares 0.57% engagement rate 583,828 engagement

🔵  🔴Força Barça! #Repost by @leomessi ・・・ Terminando el cumple 😉😉😉  muchísimas gracias a todos por los saludos .. 👍👍👍

Photo on 25/06/17

FC Barcelona

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POST WITH THE GREATEST NUMBER OF COMMENTSCOMPETITORS

Real Madrid Facebook Market Audit: 1 June - 30 June 2017

290% more comments than the average Real Madrid C.F. post.88

POST SCORE

OUT OF 100

87,977 likes 16,954 comments 4,233 shares 0.2% engagement rate 109,164 engagement

🎥  LIVE | #Wembley25 commemoration at🎥  EN DIRECTO! Sigue la fiesta de #Wembley25 en el Camp Nou 🔵🔴  Força Barça!

Video on 19/06/17

FC Barcelona

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POST WITH THE GREATEST NUMBER OF SHARESCOMPETITORS

Real Madrid Facebook Market Audit: 1 June - 30 June 2017

114% more shares than the average Real Madrid C.F. post.97

POST SCORE

OUT OF 100

139,405 likes 2,315 comments 25,533 shares 0.16% engagement rate 167,253 engagement

#L30MESSI 🔙  Great goals, mazy dribbles, killer passes... that's what Leo Messi was about as a kid

Video on 24/06/17

FC Barcelona