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Effectiveness of User Generated Content in the Football Industry : UGC vs. Alexa.com’s data.

Effectiveness of User Generated Content in the Football Industry : UGC vs. Alexa.com’s data. Alina Aubrey Beatriz Bram Mathilde Group D. A bstract.

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Effectiveness of User Generated Content in the Football Industry : UGC vs. Alexa.com’s data.

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  1. Effectiveness ofUser Generated Content in the Football Industry: UGC vs. Alexa.com’s data. Alina Aubrey Beatriz Bram Mathilde Group D

  2. Abstract • To begin with, we will introduce and define what User Generated Content (UGC) is. In this part we will also explore the advantages and disadvantages of UGC, and what effects does it have on a website’s activity. To do so we will take the case of football teams, including NFL teams and Mid America College teams. Through the use of Alexa.com, we will analyze statistics and compare different websites in terms of ranking, time on site, bounce rate and page views per user. • After conducting our research, we will make a conclusion and provide recommendations.

  3. Expectations/hypothesis • Before doing our research, we predicted that the ranking of the website will be directly related to the amount of UGC. • Furthermore, we believed that the greater use of UGC positively influences the amount of time people spend on the website.

  4. Table of contents • Definition of UGC 5 • NFL Teams 7 • Mid America Teams 8 • UGC on websites 9 • Alexa.com 12 • Analysis of the data 22 • Conclusion 34 • Recommendation 35

  5. I. UGC • What is UGC? • User Generated content on a website is any form of content that anyone can post to express themselves or interact with others. It includes comments, blogs, pictures, videos, links, etc. In addition, the content must be available for everyone to see. • Why do websites use UGC? • To be more attractive to fans and followers. • To make customers stay longer on the website. • To have interaction with the public. • To create communication among users. • To discover insight. • To find out interests and preferences. • To identify and respond to people’s wants and needs.

  6. I. UGC • Short for User Generated Content, UGC is the term used to describe any form of content such as video, blogs, discussion form posts, digital images, audio files, and other forms of media that was created by consumers or end-users of an online system or service and is publically available to others consumers and end-users. User Generated Content is also called Consumer Generated Media (CGM). http://www.webopedia.com/TERM/U/UGC.html

  7. II. NFL teamsNational Football League • 32 teams • It is the highest level of professional American football in the United States. •  The league is divided into two conferences : • the American Football Conference (AFC) which includes: AFC NORTH (Baltimore Ravens, Cincinnati Bengals, Cleveland Browns, and Pittsburgh Steelers), AFC SOUTH (Houston Texans, Indianapolis Colts, Jacksonville Jaguars, and Tennessee Titans), AFC EAST (Buffalo Bills, Miami Dolphins, New England Patriots, and New York Jets), and AFC WEST (Denver Broncos, Kansas City Chiefs, Oakland Raiders, and San Diego Chargers). • the National Football Conference (NFC) which includes: NFC NORTH (Chicago Bears, Detroit Lions, Green Bay Packers, and Minnesota Vikings, NFC SOUTH (Atlanta Falcons, Carolina Panthers, New Orleans Saints, and Tampa Bay Buccaneers), NFC EAST (Dallas Cowboys, New York Giants, Philadelphia Eagles, and Washington Redskins), and NFC WEST (Arizona Cardinals, San Francisco 49ers, Seattle Seahawks, and Saint Louis Rams). www.nfl.com

  8. III. Mid America • College football • The Mid-American Conference of NCAA (National Collegiate Athletic Association) Division I Football • The MAC is known semi-officially as the Conference of Quarterbacks due to the strong NFL presence of former MAC players, and consistently leads all eleven NCAA football conferences in graduation rates among the players. http://www.mid-americafootball.com/

  9. IV. UGC on NFL websites

  10. UGC on Mid America websites

  11. Interesting results • Highest UGC: Houston Texans with 9 types of UGC • Lower UGC: University of Akron Zips • We can see that the most common type of UGC is Facebook along with Twitter and Google+. This type of UGC is relatively new, and it is a low involvement action for the consumer: it only takes a click.

  12. V. Alexa.com • “Alexa provides information about websites including Top Sites, Internet Traffic Stats and Metrics, Related Links, Online Reviews Contact Information and Search ...” • We will use 4 indicators from Alexa: • Rank • Time on Site • Bounce Rate • Pageviews/users (in order to understand the behavior of online users more clearly and relate the efficiency of the assignment - since we only do one click-through per website, does it reflect what online consumers do, or no?) Source: www.alexa.com

  13. Description of the main indicators • Global Traffic Rank: The rank is calculated using a combination of average daily visitors to a website and page views of the website over the past 3 months. The site with the highest combination of visitors and page viewsis ranked #1. • Page Views per User: Estimated daily unique page views per user for a website. The average number of pages a user sees when visiting a website. This is an important measure for web traffic rankings. The more pages on average a user sees before leaving the site, the more relevant the content is for the user, which leads to higher web traffic ranking. • Time on Site: The average time an internet user spends on a website or, in other words, the difference between the time he or she viewed the first and last pages in a visit.  • Bounce Rate is the percentage of visits that consist of a single page turn. That is, only one page of the site is visited and no intra-site links are clicked before the visitor clicks on the browser's Back button or enters a new URL in the browser's address bar. http://www.termwiki.com/EN:pageviews_per_user http://www.alexa.com/help/glossary

  14. Alexa results for NFL teams T E A M S Global Rank of NFL teams on the internet. Global Rank

  15. Alexa results for Mid-A teams T E A M S Global Rank of Mid America College teams on the internet. * Three months data because one-month data was not available Global Rank

  16. Alexa – Time on Site

  17. Alexa - BounceRates Universities: NFL:

  18. Alexa – Pageviews/user

  19. Interesting results from Alexa.com : Time On Site TOP 3: Average Time on Site: 3:53min. BOTTOM 3:

  20. Interesting results from Alexa.com : Bounce Rate TOP 3: Average Bounce Rate: 38,407 BOTTOM 3:

  21. Interesting results from Alexa.com : Page views/user TOP 3: Average Page views per users: 3.117 BOTTOM 3:

  22. Correlation of UGC with Rank for NFL teams. • The first team ( Philadelphia Eagles) has less UGC than the last team (Saint Louis Rams). • Houston Texans has the most UGC, however it is poorly ranked: 27/32. • Tampa Bay buccaneers and Carolina Panthers have the less UGC and are poorly ranked: 25 and 26 / 32. • Conclusion: The level of correlation between NFL teams traffic rank and their UGC is not or little related.

  23. Correlation of UGC with Rank for Mid America College teams. • Ball State University Cardinals and Kent State University Flashes have the most UGC (4) BUT they are on the bottom teams regarding the traffic rank. • The University of Akron Zips, which has no UGC is ranked #2 on traffic rank. • Conclusion: The correlation between Mid America College Teams ranking and the amount of UGC does not exist or is very minor.

  24. VI. Analysis of UGC and Time-on-site data for NFL teams • The Jacksonville Jaguars have the highest time on site (10min), and they have 5 types of UGC. • The Philadelphia Eagles which have 9:43min, have 4 types of UGC. • Oakland Raiders only have the time-on-site of 2:37min, and they also have 5 types of UGC. • Conclusion: Time-on-site and the amount of UGC are not or little related.

  25. Analysis of UGC andTime-on-site data for Mid America College Teams • Ball States University Cardinals have the highest time-on-site data (3:56min), and the highest level of UGC (4). • Temple University Owls have the lowest time-on-site 1:57min, and only 1 kind of UGC. • Conclusion: The level of UGC might be related to the Time-on-site in the case of Mid America College teams.

  26. Analysis of UGC andBounce rate • The Detroit Lions which have the lowest bounce rate, have 6 types of UGC. • But the University of Akron Zips, which have the second lowest bounce rate, have no UGC. • Conclusion: There are no links between bounce rate and UGC.

  27. Analysis of UGC andPageviews/user • Jacksonville Jaguars and Philadelphia Eagles have over 6 page views per user, and 5 and 4 types of UGC respectively. • New Orleans Saints and Minnesota Vikings, which have the lowest page views per user (2 pages / user), have 4 types of UGC. • Conclusion: The relationship between UGC and page views per user does not exist or is not significant.

  28. Analysis of UGC and teams’ power ranking • Since the overall level of correlation between Alexa’s Indicators and actual UGC for both Professional and College teams, is insignificant or very small, we decided to compare the amount of UGC and the efficiency of the team (power ranking for week 6).

  29. UGC 4 5 4 6 TOP TEAMS BOTTOM TEAMS 5 4 6 6 http://espn.go.com/nfl/powerrankings

  30. Analysis of UGC and team’s efficiency • The bottom teams (Colts and Rams) have a lot of types of UGC (6); however, there is no direct link between the amount of UGC and the efficiency of the team.

  31. Comparison of NFL with College teams. • UGC: in average, there is a lot more UGC on NFL’s teams websites (5) than on College teams websites(2). • Traffic rank: there is a significant gap between the last NFL team (Saint Louis Rams with a rank of 68.955) and the first college team (Miami University Red Hawks with a rank of 490,340). • Bounce rate: Overall the teams are equally mixed. There is no noticeable difference. • Time-on-site: The top 20 teams that have the highest time-on-site rate, only includes 1 college team. • Page views / user: no noticeable difference, but the top 10 only includes 1 college team.

  32. Facebook • Facebook is a social networking platform solely based on its User Generated Content. • We decided to analyze a website with a high level of UGC, in order to compare one NFL team with Facebook. • In comparison with Facebook, the football teams websites have the main purpose of informing users about football.

  33. UGC is not really relevant for the football industry, but it is in case of social media. The social media websites are based on UGC, so we could conclude that having a high level of interaction with online users might improve ranking, time-on-site, bounce rate, and page views per user.

  34. VII. Conclusion • There is no certain logic in the relationship between UCG and various Alexa.com indicators. • Our hypothesis was not supported by the data collected. • We observed that online users tend to click through the first pages (1st to 3rd pages). Therefore, we can say that the research was effective because it truly represented consumers’ behavior.

  35. VIII. Recommendations • As far as our research went there is not enough UGC on the websites regarding professional as well as college teams for us to make much comments; however, we noticed that UGC was present further on the websites and blogs. • With our additional Facebook analysis, we recommend that football teams websites should use more UGC in order to improve their efficiency.

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