The Mouratoglou account

04/25/2022

The tennis and social media master: analysis, creation, production

Patrick Mouratoglou is one of the most famous tennis coaches in the world. He has been working with Serena Williams, the long-time number one in women's tennis, for many years. His tennis academy in Biot near Nice has produced successful players such as Stefanos Tsitsipas, Coco Gauff, Holger Rune and others – a very successful coach and a very good academy. Famous athletes train here: Simona Halep, Novak Djokovic, Daniil Medvedev, Sebastian Korda, Cameron Norrie, and others, because they find excellent conditions in a central location with an airport nearby.

We visited this place in the spring of this year. How did we find out about it? Among other things, through the social media activities of Patrick himself and his academy. Because they are also masterful and exemplary in concept, design, and production. We want to show that here and structure it with the help of categories.

Demanding target group and high-quality content environment

Tennis fans are a demanding audience who are offered a lot of high-quality content. Accounts such as tennistv, atptour, tournament organizers such as Wimbledon or Roland Garros, and players such as Tsitsipas or Rafael Nadal offer very high-quality content with videos and photo galleries throughout the day, achieving high reach. Young and old tennis fans alike don't have to worry about entertainment, especially if they use Instagram, the central medium: great match scenes and rallies, impressive points, a wide variety of pictures of stars, up-to-date content, and fan and user involvement—social media at its best. To score points here, you have to be very good at delivering exciting and visually appealing content. And the social media team at the Patrick Mouratoglou Academy is already doing a great job of that.

Categories, criteria for sorting and evaluating

Quantity, in terms of the amount of media used, accounts (IMPORTANT!), posts
Quality, in terms of the diversity of content formats and their design; interaction is also an important criterion here
Effectiveness, in terms of the reach achieved: views, likes, dialogue contributions, and the interactions achieved as a result
Efficiency, in terms of production costs per format, per post, per interaction, per contact to increase reach, per conversion achieved

Category		Criteria		1 = good / 5 = not	Evaluation
Number of channels	INSTAGRAM Newsletter Websites: www.mouratoglou.com, etc. LinkedIn, Facebook, Twitter, TikTok App Netflix: Documentary Amazon: Kindle, Paperback YouTube: Podcast Spotify: Podcasts Streaming: UTS Hotels and tennis centers in France, Dubai, Malaysia, Greece NFTs ...	High number: 1. Diversity, 2. Range	> 10	1	Extremely diverse, fully digitized for a) Communication and dialogue b) Product processes in exchange with users
Number of accounts on central SM channel = primary distributors of posts	Instagram: 1. THE COACH = persönlicher Kanal 2. Mouratoglou Tennis Academy = organizational channel 3. Additional: UTS = new product channel	Low number: = Concentration and therefore high efficiency	2	1	Good because... a) Clear focus on people and organization = very little duplication of content b) Multiple use of content on other channels = distribution
original reach on central channel	on INSTAGRAM: 1. Person: 2.714 posts, 650k followers, 960 following 2. Academy: 3.034 posts, 226k followers, 600 following	IMPORTANT: Retain users and increase your reach		1	Personal accounts have a wider reach (factor approx. 2.88) = are more popular than those of organizations. This comes as no surprise. We learn that heroes are needed in every communication, campaign, story, and post. They are the center of attention, not the company.
generated reach via second-tier distributors	This goes beyond the accounts a) of tennis players b) influencer followers c) visitors, fans	High distribution through third parties = good structure		1	This works really well, of course: a) Players with a large reach repost on their own accounts b) Followers with a large reach repost because the content is highly relevant c) Visitors, fans, and friends with a smaller reach but in large numbers post This means that all posts can achieve a good snowball effect = high virality, good distribution
Frequency: Number of posts on central channel(s)	1. Person: approx. 1 post per day 2. Academy: approx. 1 post per week	high frequency		1	High frequency, especially on the personal account. Since there is little overlap between the posts on both accounts, this means that users never get bored, even if they follow both accounts.
Likes for posts	1. Person: Likes last 10 posts, (23.4.22): 13.021, 25.759, 23.008, 10.118, 7.710, 31.329, 25.328, 34.693, 6.784, 5.438 2. Academy: Likes last 10 posts: 10.308, 5.089, 3.129, 4.865, 10.730, 5.558, 9.687, 5.433, 4.842, 12.241	Participation = Relevance 1. order	∅18.319 ∅7.188	1	The relevance of the personal account is 2.5 times better.
Comments on the posts		Interaction = Relevance 2. order		2	One minor caveat: there could be more dialogue here, i.e., responses and reactions. The participants are very willing to engage.
Format of posts	1. Person: a) Tips: instructional videos with famous and b) unknownpeople, c) photos, galleries, by and featuring Patrick, d) videos and images related to current tennis events, e) what Patrick is experiencing, etc. 2. Academy: about athletes, fans, activities, events at/around the academy			1	Good: The formats are very good and clearly structured. Thanks to their layout, structure, and design elements, they are immediately recognizable and offer very high utility value, especially the tips! The prominent athletes are another important factor in their success.

The factors for success: examples

1. High quality posts, good formatting, lots of useful information

Take the format of the instructional videos, for example: great tennis tips presented in a simple and understandable way. International. https://www.instagram.com/p/CcILEXnl-LG/

2. Famous athletes and personalities

https://www.instagram.com/p/CbU0IMdu2Lb/, here: with former soccer player and World Cup winner Ronaldo, a funny guy with a great sense of humor. Of course, not everyone has so many famous friends and clients. But Patrick also works with unknown people. And they play just as important a role in his portfolio of posts. What's important are the faces that convey emotions and spark interest.

3. Daily production

Every day, teams of several people are on site with Patrick himself. They follow their protagonists every step of the way and record scenes, actions, and processes in various settings and variations. Their equipment is of the highest quality. Afterwards, all posts have to be edited, processed, and provided with text. It becomes clear that the amount of work per post is immense. However, since certain formats are repeated over and over again, such processes can also be simplified: there is a high learning curve for the producers. What's good is that there's always something happening at Mouratoglou. But they also work hard to make sure that's the case.

4. Photos with fans and visitors

The absolute basics of follower care: always be ready and show your friendly side.

5. Newsletter: Exclusivity

IMPORTANT: Here, important information is communicated “personally” BEFORE publication on other accounts and channels.

6. Diversity of digital channels and products

Good: Patrick keeps reinventing himself. Among his visitors and followers are people who show a keen interest in exclusive products such as NFTs – so he offers them.

What we learn

Users have high expectations, and these are constantly rising. There is no room for half measures. And a little bit of everything is not enough either. You will get lost in the crowd and sink into the ocean of content: swiped and gone. We want to prevent that. Good social media communication therefore means: