Ozzie Sport

Bebo is a social networking site that is popular in Australia, Ireland and the United Kingdom. The site’s traffic has been down in the past year or so. It traditionally has has a fairly large contingent of Australian sport fans, with most people being fans of the NRL. It has a smaller population of fans for other sports like the AFL and NBL. There were questions regarding bebo’s viability for most of 2010, when there were rumors that the site would be shut down if it failed to find a buyer. This and a variety of other factors, such as the popularity of Facebook and YouTube, have led to a lot of once active users becoming inactive.
Despite the issues regarding inactivity, it is a site worth looking at to begin to give a snapshot of sorts back in time, to understand the size of Australian and Kiwi women’s sport fandom four years ago to a year ago, when activity levels dropped off. It might be possible to determine where these fans migrated to by looking at growth on other niche networks, which could be useful for determining engagement strategies. This data can also give an idea as to what was popular. If the comparative levels of interest on other networks are not similar, it could suggest that clubs have failed with their marketing strategies or have found a method to really engage in their audience that other clubs could benefit from.

When looking at bebo, there are a variety of ways to do that. One of the first is to use search result totals, and compare the size of the community to other teams and over time. The second way is to look at the size groups/views for videos. The third way is to look at the demographic data for people who lit the team as an interest. This will be broken down by league/federation.

Search: ANZ Championship
The ANZ Championship is the most successful women’s (semi) professional league in Australia.  It makes sense that the team would have the largest amount of interest on bebo.  While this is true,  the community size, the number of groups and videos created by these fans is still extremely limited.  (Their counterparts in the AFL often have 200 to 400 people who list them as an interest.)

Search: AWIHL
This is a niche league, where the men’s team also fail to have people who list them as an interest. If there is an ice hockey fan base in Australia, it is not on bebo.

W-League
Somewhat surprisingly, the W-League fanbase on bebo appears to be a bit larger than that of the ANZ Championship. One possible factor for this could be that the overall fan community for soccer is really large on bebo. Another contributing factor could be that the Canberra United attract male fans to the sport that a W-League team may not otherwise get because the United do not have to compete with an A-League club in their city: If you love soccer in Canberra, you support the top level competitions here. Bebo also has a community of people who uploaded videos. Soccer videos are really popular across the whole of the network. Given that, W-League fans may be part of a larger part of video uploading culture that ANZ Championship fans are removed from.

One issue at play with W-League results is that Canberra United content is easier to pull out than the Melbourne Victory, because secondary keywords are needed to differentiate Melbourne Victory W-League results from A-League results. This means that real numbers for the W-League teams could be understated. Similar issues of a sort exist for the W-League, which shares a name with an American women’s soccer competition. This could lead to an over representation when just that term is counted.

WNBL
The WNBL is the premiere women’s basketball competition in Australia. Unlike the NBL, it does not include a New Zealand team. The problem with one of the teams looked at, the West Coast Waves, is that the name is a rather common phrase and almost none of the video results look relevant to the WNBL team. This type of issue can be a huge problem for women’s (and men) sport when doing promotion and reputation management for the club’s brand beyond the players.

WNCL

The WNCL teams being looked at do not share the name issues that their WNBL counterparts share. Unfortunately, they may suffer a problem with not all results being shown as they often have names with sponsors in them. Official and player content may pull up sponsor named related names. The average fan is less likely to use them as fannish identities are not based around who sponsors them.

Search: Women’s World Cup Soccer
The Matildas are Australia’s national women soccer team. As the W-League is larger than the ANZ Championship, it is not surprising that there is a comparable elevated amount of interest in the team.

Videos: W-League
Only the W-League Canberra United team were checked. Some of the videos for the team had quite a number of views. bebo’s stagnation is quite clear when looking at this data as the number of views for all videos failed to increase between June 3 and November 26.

People: ANZ Championship
The table below includes the demographic data for people who listed ANZ Championship teams as interests on bebo. This data tends to confirm that teams have local interest and don’t have national fan bases.

People: Basketball Australia
The Australian Opals have a similar issue with a few other Australian sport teams: People could use these words but not mean the team. This makes a bit of sense, given that one of the people who list the Opals as an interest is not from Australia.

People: W-League
Some what surprisingly, the people who list a location are not from Canberra. A possible explanation for this is that Sydney bebo users are friends or family of players, who themselves may not be from Canberra.

People: WNBL
Like the ANZ Championship, most fans are from areas near where the team is based. Fans also tend to be young and there is an even mix of male and female fans, which suggests that the WNBL could grow by working to attract that male audience in communities under served by NBL teams.

Related Posts:

• Most popular Australian (and New Zealand) sport related Twitter accounts (November 24)
• Most popular Australian (and New Zealand) sport related Twitter accounts (November 18)
• Blogger and Australian/Kiwi women’s sport
• Most popular female Australian (and New Zealand) sport related Twitter accounts (November 24)

After I finished with my Yahoo!Groups look at the WNBL, I decided to look at the WNBL on other services.  They included LiveJournal, bebo, orkut, blogger, Facebook, Dreamwidth Studios, InsaneJournal, Crazylife, scribbled, JournalFen, blurty,  and DeadJournal.   Only LiveJournal and bebo had people listing a WNBL team as an interest.  Some of these teams have corporate names and possibly spelling variations.    We tried to use those variations to make sure that everyone who included them as an interest was included.  With the Australian Institute of Sports WNBL team, it is possible that some individuals aren’t interested in the team but rather the Institute itself.  (Which is pretty cool based.) The following table was produced when the search was completed:

WNBL fans on bebo and LiveJournal

Service	Team	Username	Last updated	Gender	Age	Year of Birth	City	State	Country
bebo	Adelaide Lightning	Olivia Smith		Female	31		Adelaide	South Australia	Australia
LiveJournal	Adelaide Lightning	t2incorporated	171 weeks ago			1988	Brisbane	Queensland	Australia
LiveJournal	Adelaide Lightning	abster7	265 weeks ago				Adelaide	South Australia	Australia
bebo	Australian Institute of Sport	Rayno Ellis
bebo	Australian Institute of Sport	Chris Roper		Male	22		Sydney	New South Wales	Australia
bebo	Australian Institute of Sport	Blair H		Male	21		Bendigo	Victoria	Australia
bebo	Australian Institute of Sport	Sam Pickett		Male	25		Noosa	Queensland	Australia
bebo	Australian Institute of Sport	Lieke Schaap		Female	18
bebo	Australian Institute of Sport	Daniel Walker
bebo	Australian Institute of Sport	Ben Hall		Male	25		Adelaide	South Australia	Australia
bebo	Australian Institute of Sport	Lauren Jackson		Female	28		Albury	New South Wales	Australia
LiveJournal	Australian Institute of Sport	erg_grrl	183 weeks ago				Los Gatos	California	United States
LiveJournal	Australian Institute of Sport	x_roxysnow82_x	282 weeks ago				Dundee	Illinois	United States
bebo	Bendigo Spirit	Lisa Clark
bebo	Canberra Capitals	Lauren Jackson		Female	28		Albury	New South Wales	Australia
LiveJournal	Canberra Capitals	beloved_zara	1 week ago						Australia
LiveJournal	Canberra Capitals	amyfoxyfox	2 weeks ago			1990
LiveJournal	Canberra Capitals	the_seether_is	130 weeks ago			1984	Brisbane	Queensland	Australia
LiveJournal	Canberra Capitals	kristenvealfan	176 weeks ago			1982	Canberra	Australian Capital Territory	Australia
bebo	Dandenong Jayco Rangers	Vanessa Lacey
bebo	Dandenong Jayco Rangers	J-E-S-S
bebo	Logan Thunder	Loganthunderisda		Male			Logan	Victoria	Australia
bebo	Logan Thunder	Logan Thunder - Mens DLeague		Male
bebo	Logan Thunder	Laura Mc Dermott		Female	22		Lismore	New South Wales	Australia
bebo	Logan Thunder	Patty
bebo	Logan Thunder	Scotty		Male			Logan	Victoria	Australia
bebo	Logan Thunder	Emmyy
bebo	Logan Thunder	Leisa C
bebo	Perth Lynx	Tash Nichols		Female	18		Perth	Western Australia	Australia
bebo	Perth Lynx	Liam Dunn Kellock		Male			Perth	Western Australia	Australia
bebo	Sydney Uni Flames	Vlad Alava		Male
LiveJournal	Sydney Uni Flames	lelak	8 weeks ago			1975	Sydney	New South Wales	Australia
bebo	Townsville Fire	Rebecca		Female	20		Townsville	Queensland	Australia
bebo	Townsville Fire	Reece Dowleans		Male	21		Townsville	Queensland	Australia

The places were then put on a map.  The only hiccup was Noosa, Queensland.  It was skipped.  The United States was also left off because it seemed likely that those fans were not fans of the team, but rather the Institute itself.   The map seems to reinforce the idea from earlier posts that Australian sports teams largely come out of a regional fan base.

Regarding Facebook, I did check them using their advertising data that pulls from people’s interest lists.  There were none.  In fact, no one even listed the WNBL as an interest on Facebook.  There may be a number of Fan pages and groups on Facebook dedicated to these teams but this doesn’t look at them, just like when doing interest based research, I don’t look at LiveJournal or bebo groups.

Related Posts:

• Socceroos: A creative research data dump (part 3)
• Distribution of Australian sports fans by league and location
• Australian Hockey League on blogger, LiveJournal, and LiveJournal clones
• Based on data to date: Biggest Australian sports fandom