Mumbai: Twitter<\/a> Inc. has transformed the manner in which fans connect with their favourite sports and athletes across the world. Today, the micro-blogging website is complementary to the complete experience of viewing the best of sports, in India and globally. IPL拐角处,等印度赶上Twitter MD Manish Maheshwari谈论Twitter在放大作用的buzz印度的娱乐盛宴。 孟买:推特公司改变了球迷的方式与他们最喜欢的体育运动和运动员在世界各地。今天,微博网站是补充完整的观看经验最好的运动,在印度和全球。
And given the popularity of cricket<\/a> in India, the sport has always topped conversation charts on Twitter<\/a>. With the Indian Premier League around the corner, ET caught up with Manish Maheshwari<\/a>, managing director of Twitter India<\/a>, to talk about the role Twitter plays in amplifying the buzz of India’s entertainment extravaganza.
Edited excerpts from the interview:<\/strong>
What role has Twitter played over the years in amplifying conversations across IPL and how have the conversations grown over the years?
<\/strong>
Twitter gives passionate sports fans a front row seat to all live sports. Last year, as people missed the on-ground action, they turned to Twitter, bringing the spirit of the sport to life on the service and turning it into a virtual stadium.
We saw a 23% increase in conversations around cricket<\/a> leagues in 2020 when compared to 2019—while cricket league conversations in 2019 had clocked a record-breaking 27 million Tweets in itself. The scope of personalised experiences offered by Twitter has a lot to do with the rise in conversations.
What features did Twitter introduce to make conversations more dynamic?
<\/strong>
Last year, we introduced a number of new features, including Topics, to make it easier for people to connect with their interests. We want people interested in a certain subject to discover more conversations on the same.
Cricket fans come to Twitter, not only to cheer for their favourite teams and athletes, but also to enjoy the camaraderie and community with other fans, and engage with interesting pre-to-post-game content and brand campaigns.
We’re seeing that tweets that are recommended via Topics follows receive substantially more engagement than tweets that are recommended by account-based follows. Topical tweets have an 8.2% engagement rate versus 3.8% engagement rate for tweets from account-based follows.
The insatiability of fans to talk, share and connect over sports means there’s a great opportunity for brands, and through consumer insights, like the one I just shared, we help brands create authentic experiences on the service.
This cricket season, we also have a new and exciting feature, Twitter Spaces<\/a>. Listening to announcers and commentators to keep up with the action has always been a huge part of cricket, and with Twitter Spaces<\/a> live audio takes centrestage on the service, giving people a chance to connect with each other in an intimate environment.
Is IPL the biggest sporting property in India in terms of social conversations for Twitter?
<\/strong>
Cricket is so much more than a sport in India, and given its popularity, there has been a lot of momentum in conversations—and it only keeps growing. When we looked at the numbers, we saw that conversations around cricket leagues in 2019 went up by 44% as compared to 2018. In 2020, this number further went up by 23%.
A similar trend is expected this year as Twitter continues to recreate unique experiences for fans watching the game at home. In fact, Twitter audiences have already shown their excitement for this season. Comparing the warm up months of January-February last year to the same time this year, we see a 63% increase in related conversations on the service.
As per a recent Twitter research, 67% of cricket fans in India excitedly look forward to the cricket season, whereas 89% of the huge fans share this sentiment.
Is there also a correlation between Twitter conversations and TV viewership?
<\/strong>
With the surge in over-the-top content, both TV publishers and OTT streaming services have established a strong foundation on Twitter when it comes to keeping viewers and audience engaged.
Twitter is key for cricket fans: 51% of cricket fans on Twitter read posts about matches, players, news reports; 25% of fans plan to engage with Tweets during the match while 31% of them plan to watch videos and 25% of these fans want to follow the teams on the service.
Last year, Star Sports Tamil, Star Sports Kannada, and Star Sports Telugu took to Twitter to leverage the ability of sports to engage fans of all demographics across various languages. With content activation across Tamil, Kannada, and Telugu languages, they surprised and delighted fans during a time of social distancing and limited, or no, in-person game attendance.
Going Live is easier than ever to go live on Twitter, and Star Sports made a point of featuring its on-air talent for #OnlyOnTwitter live shows, featuring superfans and superstars alike. Across Star Sports’ regional handles, these combined live streams generated over 500,000 views.
What kind of conversations have you witnessed on Twitter and do you map behavioural and consumption insights of the fans?
<\/strong>
Twitter is a force multiplier of conversations. The cricket conversation on Twitter has really evolved over the years. It has gone beyond just following match updates, or following one’s favourite players and teams.
Cricket on Twitter is now about engaging with other fans of the game, athletes, content, brands and publishers.
A recent Twitter survey revealed that 69% of all people on Twitter in India classify themselves as a cricket fan and 30% people describe themselves as a huge fan! In addition, there’s been a rise in conversations from the other end of the channel. Not only have cricket fans been proactive on the service, but players too have been returning the love via Twitter.
Several Indian cricketers are active on the service, talking about their lives on and off the field, and indulging their fans in conversations and everyday anecdotes. They often interact with their fans through Q&As like #AskBhuvi (with Bhuvneshwar Kumar), #AskRo (with Rohit Sharma), and several others. Since there’s been a rise in interest-based conversations, we’ve also seen the cricket Twitter Topic pick-up with audiences who closely follow the sport on the service.
Cricket commentators also actively engage with cricket lovers on Twitter. Moreover, cricket icons like Sachin Tendulkar, Yuvraj Singh, Suresh Raina, Harbhajan Singh, VVS Laxman, Virender Sehwag, among many others also actively tweet about the sport, keeping fans engaged.
Do Twitter conversations also help brands' campaigns and activations? How?
<\/strong>
Twitter is the roar of the stadium in these virtual times. Fans on Twitter are part of the action like never before and this presents a great chance for brands to capture this positive sentiment and lead with levity. Twitter helps reach out to this cricket loving audience when they are most engaged. This plays an important role in building perception and brand favourability. Brands lean on Twitter to connect with the consumers when they are at their most receptive.
Branded Reminds<\/strong> — Branded reminders are a great way for brands to acquire\/gather an audience for live events, whether it is a big launch, a virtual showcase, or a broadcast. Through the feature, brands can send personalised reminders to those who opt-in for it and ensure maximum attendance for the event.
Conversation Leaderboard<\/strong> — Brands can also lean into Twitter’s social listening power and create a heatmap\/ leaderboard to track team-wise fandom. Weekly contests can help drive participation and celebrate rivalry among fans.
AR innovation<\/strong> — Brands can lean into concepts driven by new-age integrations and explore Web AR experience to bring cricket excitement to the fans.
<\/p><\/body>","next_sibling":[{"msid":81980297,"title":"Expand T-Fiber project to all municipalities: KTR","entity_type":"ARTICLE","link":"\/news\/expand-t-fiber-project-to-all-municipalities-ktr\/81980297","category_name":null,"category_name_seo":"telecomnews"}],"related_content":[{"msid":"81972700","title":"Manish-Maheshwari","entity_type":"IMAGES","seopath":"tech\/technology\/twitter-gives-sports-fans-a-front-row-seat-to-all-live-sports-india-md\/manish-maheshwari","category_name":"Twitter gives sports fans a front row seat to all live sports: India MD","synopsis":"Manish Maheshwari, managing director of Twitter India.","thumb":"https:\/\/etimg.etb2bimg.com\/thumb\/img-size-581839\/81972700.cms?width=150&height=112","link":"\/image\/tech\/technology\/twitter-gives-sports-fans-a-front-row-seat-to-all-live-sports-india-md\/manish-maheshwari\/81972700"}],"msid":81980392,"entity_type":"ARTICLE","title":"Twitter gives sports fans a front row seat to all live sports: India MD","synopsis":"With the IPL around the corner, ET caught up with Twitter India MD Manish Maheshwari to talk about the role Twitter plays in amplifying the buzz of India\u2019s entertainment extravaganza.","titleseo":"telecomnews\/twitter-gives-sports-fans-a-front-row-seat-to-all-live-sports-india-md","status":"ACTIVE","authors":[{"author_name":"Gaurav Laghate","author_link":"\/author\/479243984\/gaurav-laghate","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479243984.cms?width=100&height=100","author_additional":{"thumbsize":false,"msid":479243984,"author_name":"Gaurav Laghate","author_seo_name":"gaurav-laghate","designation":"Assistant Editor","agency":false}}],"Alttitle":{"minfo":""},"artag":"ET Bureau","artdate":"2021-04-09 08:27:08","lastupd":"2021-04-09 08:27:57","breadcrumbTags":["Twitter India","Twitter","ipl 2021","twitter spaces","Manish Maheshwari","Cricket","Twitter Topics","social media","MVAS\/Apps","Interviews"],"secinfo":{"seolocation":"telecomnews\/twitter-gives-sports-fans-a-front-row-seat-to-all-live-sports-india-md"}}" data-authors="[" gaurav laghate"]" data-category-name="" data-category_id="" data-date="2021-04-09" data-index="article_1">
Twitter给球迷一个前排座位都现场直播的体育:印度医学博士
和给定的受欢迎程度板球在印度,这项运动一直在谈话排行榜之首推特。印度板球超级联赛在拐角处,赶上了Manish Maheshwari董事总经理Twitter印度,谈论Twitter在放大buzz印度的娱乐盛宴。
经过编辑的访谈内容摘录:
Twitter给热情的球迷一个前排座位都生活运动。去年,随着人们错过了地面行动,他们转向Twitter,让这项运动的精神生活服务和把它变成一个虚拟的体育场。
我们在对话大约增长了23%板球联盟在2020年相比,2019年,而2019年板球联赛对话本身已经达到破纪录的2700万条推讯。Twitter提供的个性化体验的范围有很多与对话。
特性所做的Twitter使谈话更动态的介绍吗?
去年,我们引入了大量的新特性,包括主题,让人们更容易与他们的利益。我们希望人们感兴趣的一个特定的主题来发现更多的谈话一样。
板球球迷来到推特,不仅为他们喜爱的球队和运动员,但也享受友情与其他球迷和社区,并参与有趣的pre-to-post-game内容和品牌活动。
我们看到,微博推荐通过主题之前,接收更多的接触比推荐的微博帐户。局部微博有一个8.2%的接触率和3.8%的接触率的推特帐户之前。
不知足的粉丝交谈,分享并连接在体育品牌意味着有一个很好的机会,通过消费者洞察,就像我只是分享,我们帮助品牌在服务创建真实的体验。
这只蟋蟀季节,我们也有一个新的和令人兴奋的功能,微博空间。听主持人和评论员跟上行动一直都是一个巨大的板球运动的一部分,和微博空间实时音频centrestage服务,给人们一个机会彼此连接在一个亲密的环境。
IPL是最大的体育属性在印度社会对话的推特吗?
板球比运动更在印度,鉴于它的流行,有很多对话和它只持续增长的势头。当我们看这些数字,我们看到对话板球联盟在2019年比2018年上升了44%。在2020年,这一数字进一步上升了23%。
类似的趋势预计今年Twitter继续创建独特的经验球迷在家观看比赛。事实上,Twitter的观众已经显示出本赛季的兴奋。比较去年二月的热身月同一时间,今年我们看到有关对话增加了63%的服务。
根据最近的推特的研究显示,67%的印度板球球迷兴奋地期待着板球赛季,而89%的巨大的球迷分享这个观点。
之间也有相关Twitter对话和电视收视率吗?
言过其实的内容激增,出版商和奥特电视流媒体服务都建立了一个坚实的基础在Twitter上时保持观众和听众。
Twitter是板球球迷的关键:51%的板球球迷在推特上阅读文章关于比赛,球员,新闻报道;乐动扑克25%的球迷计划参与微博比赛期间,31%的人计划观看视频和25%的这些球迷想要遵循的团队服务。
去年,星体育泰米尔星体育埃纳德语和体育明星泰卢固语Twitter利用体育的能力来吸引粉丝的人口跨各种语言。与内容激活在泰米尔、卡纳达语、泰卢固语语言,他们感到惊讶和高兴球迷在社会距离和有限的时间,或者不,面对面的游戏出席。
生活是比以往更容易在Twitter上上线,和恒星运动的特色的实况转播的人才# OnlyOnTwitter现场表演,超级粉丝和明星一样。在恒星运动的区域处理,这些结合生活流产生超过500000的观点。
什么样的谈话你在Twitter上,你地图行为和消费观点的粉丝吗?
Twitter是一个力量倍增器的对话。板球的谈话在Twitter上有了很大的发展。它已经超出了比赛后更新,或后一个最喜欢的球员和球队。
板球在Twitter上现在与其他游戏的粉丝,运动员、内容、品牌和出版商。
Twitter最近的一项调查显示,69%的人将自己定义为一个板球的印度在Twitter上风扇和30%的人将自己描述为一个巨大的风扇!此外,有对话的另一端上升通道。不仅有板球球迷一直在主动服务,但玩家也已经通过Twitter返回的爱。
一些印度板球运动员主动服务,谈论他们的生活领域,沉浸在谈话中他们的球迷和日常的轶事。他们经常和他们的球迷互动通过问答像# AskBhuvi (Bhuvneshwar Kumar), # AskRo (Rohit Sharma),和其他几个人。因为是一个基于兴趣的对话,我们也看到了板球Twitter话题上升与观众密切关注这项运动服务。
板球评论员也积极参与板球爱好者在Twitter上。此外,板球图标像泰杜尔卡(Yuvraj辛格Suresh Raina Harbhajan辛格VVS Laxman, virend Sehwag,和其他很多还积极推特的运动,让球迷了。
做Twitter对话有助于品牌的运动和激活吗?如何?
Twitter是体育场在这些虚拟时代的咆哮。球迷在推特上前所未有的行动的一部分,这提出了一个品牌的伟大机会捕捉这种积极情绪与轻浮和铅。Twitter帮助伸出这只蟋蟀爱观众大多数工作。这个起着重要的作用在构建感知和品牌受欢迎。品牌依靠Twitter与消费者联系时,他们最容易接受。
品牌的提醒——品牌品牌收购是一个伟大的方式提醒/收集观众生活事件,无论是大发射,虚拟展示,或广播。通过功能,品牌可以发送个性化提醒那些选择,确保最大出席活动。
谈话排行榜——品牌还可以瘦到Twitter的社会倾听能力和创建一个热图/排行榜跟踪team-wise运动迷。每周比赛可以帮助推动参与和庆祝粉丝之间的竞争。
基于“增大化现实”技术的创新——品牌精益概念由新时代集成Web基于“增大化现实”技术的经验和探索将板球球迷兴奋。
Mumbai: Twitter<\/a> Inc. has transformed the manner in which fans connect with their favourite sports and athletes across the world. Today, the micro-blogging website is complementary to the complete experience of viewing the best of sports, in India and globally.
And given the popularity of cricket<\/a> in India, the sport has always topped conversation charts on Twitter<\/a>. With the Indian Premier League around the corner, ET caught up with Manish Maheshwari<\/a>, managing director of Twitter India<\/a>, to talk about the role Twitter plays in amplifying the buzz of India’s entertainment extravaganza.
Edited excerpts from the interview:<\/strong>
What role has Twitter played over the years in amplifying conversations across IPL and how have the conversations grown over the years?
<\/strong>
Twitter gives passionate sports fans a front row seat to all live sports. Last year, as people missed the on-ground action, they turned to Twitter, bringing the spirit of the sport to life on the service and turning it into a virtual stadium.
We saw a 23% increase in conversations around cricket<\/a> leagues in 2020 when compared to 2019—while cricket league conversations in 2019 had clocked a record-breaking 27 million Tweets in itself. The scope of personalised experiences offered by Twitter has a lot to do with the rise in conversations.
What features did Twitter introduce to make conversations more dynamic?
<\/strong>
Last year, we introduced a number of new features, including Topics, to make it easier for people to connect with their interests. We want people interested in a certain subject to discover more conversations on the same.
Cricket fans come to Twitter, not only to cheer for their favourite teams and athletes, but also to enjoy the camaraderie and community with other fans, and engage with interesting pre-to-post-game content and brand campaigns.
We’re seeing that tweets that are recommended via Topics follows receive substantially more engagement than tweets that are recommended by account-based follows. Topical tweets have an 8.2% engagement rate versus 3.8% engagement rate for tweets from account-based follows.
The insatiability of fans to talk, share and connect over sports means there’s a great opportunity for brands, and through consumer insights, like the one I just shared, we help brands create authentic experiences on the service.
This cricket season, we also have a new and exciting feature, Twitter Spaces<\/a>. Listening to announcers and commentators to keep up with the action has always been a huge part of cricket, and with Twitter Spaces<\/a> live audio takes centrestage on the service, giving people a chance to connect with each other in an intimate environment.
Is IPL the biggest sporting property in India in terms of social conversations for Twitter?
<\/strong>
Cricket is so much more than a sport in India, and given its popularity, there has been a lot of momentum in conversations—and it only keeps growing. When we looked at the numbers, we saw that conversations around cricket leagues in 2019 went up by 44% as compared to 2018. In 2020, this number further went up by 23%.
A similar trend is expected this year as Twitter continues to recreate unique experiences for fans watching the game at home. In fact, Twitter audiences have already shown their excitement for this season. Comparing the warm up months of January-February last year to the same time this year, we see a 63% increase in related conversations on the service.
As per a recent Twitter research, 67% of cricket fans in India excitedly look forward to the cricket season, whereas 89% of the huge fans share this sentiment.
Is there also a correlation between Twitter conversations and TV viewership?
<\/strong>
With the surge in over-the-top content, both TV publishers and OTT streaming services have established a strong foundation on Twitter when it comes to keeping viewers and audience engaged.
Twitter is key for cricket fans: 51% of cricket fans on Twitter read posts about matches, players, news reports; 25% of fans plan to engage with Tweets during the match while 31% of them plan to watch videos and 25% of these fans want to follow the teams on the service.
Last year, Star Sports Tamil, Star Sports Kannada, and Star Sports Telugu took to Twitter to leverage the ability of sports to engage fans of all demographics across various languages. With content activation across Tamil, Kannada, and Telugu languages, they surprised and delighted fans during a time of social distancing and limited, or no, in-person game attendance.
Going Live is easier than ever to go live on Twitter, and Star Sports made a point of featuring its on-air talent for #OnlyOnTwitter live shows, featuring superfans and superstars alike. Across Star Sports’ regional handles, these combined live streams generated over 500,000 views.
What kind of conversations have you witnessed on Twitter and do you map behavioural and consumption insights of the fans?
<\/strong>
Twitter is a force multiplier of conversations. The cricket conversation on Twitter has really evolved over the years. It has gone beyond just following match updates, or following one’s favourite players and teams.
Cricket on Twitter is now about engaging with other fans of the game, athletes, content, brands and publishers.
A recent Twitter survey revealed that 69% of all people on Twitter in India classify themselves as a cricket fan and 30% people describe themselves as a huge fan! In addition, there’s been a rise in conversations from the other end of the channel. Not only have cricket fans been proactive on the service, but players too have been returning the love via Twitter.
Several Indian cricketers are active on the service, talking about their lives on and off the field, and indulging their fans in conversations and everyday anecdotes. They often interact with their fans through Q&As like #AskBhuvi (with Bhuvneshwar Kumar), #AskRo (with Rohit Sharma), and several others. Since there’s been a rise in interest-based conversations, we’ve also seen the cricket Twitter Topic pick-up with audiences who closely follow the sport on the service.
Cricket commentators also actively engage with cricket lovers on Twitter. Moreover, cricket icons like Sachin Tendulkar, Yuvraj Singh, Suresh Raina, Harbhajan Singh, VVS Laxman, Virender Sehwag, among many others also actively tweet about the sport, keeping fans engaged.
Do Twitter conversations also help brands' campaigns and activations? How?
<\/strong>
Twitter is the roar of the stadium in these virtual times. Fans on Twitter are part of the action like never before and this presents a great chance for brands to capture this positive sentiment and lead with levity. Twitter helps reach out to this cricket loving audience when they are most engaged. This plays an important role in building perception and brand favourability. Brands lean on Twitter to connect with the consumers when they are at their most receptive.
Branded Reminds<\/strong> — Branded reminders are a great way for brands to acquire\/gather an audience for live events, whether it is a big launch, a virtual showcase, or a broadcast. Through the feature, brands can send personalised reminders to those who opt-in for it and ensure maximum attendance for the event.
Conversation Leaderboard<\/strong> — Brands can also lean into Twitter’s social listening power and create a heatmap\/ leaderboard to track team-wise fandom. Weekly contests can help drive participation and celebrate rivalry among fans.
AR innovation<\/strong> — Brands can lean into concepts driven by new-age integrations and explore Web AR experience to bring cricket excitement to the fans.
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