Guns and Roses 2017 Tour on Twitter

Guns and Roses 2017 Tour is being one of the big things on Twitter

Guns and Roses uses Twitter heavily during the concerts of the “Not In This Lifetime” tour. Guns and Roses 2017 Tour will be remembered for using Twitter in a very clever way. We have being studying how they do it and we must say they really know what they’re doing. The concerts are actually huge spectacles and part of the Tweet Binder Team enjoyed them (just to write this post, of course). That’s a different story, but the way the band performs is awesome. Well, Guns and Roses use a different hashtag during each concert. They try to engage with users encouraging them to tweet using that hashtag. We have used Tweet Binder PRO to track each of those hashtags since the Guns and Roses Osaka concert back in January 2017 to the Madrid one in June 2017. Let’s see what city responded better to the @gunsNroses call in this Guns and Roses 2017 Tour!

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Fans having a good time at #NotInThisLifetime tour
Guns and Roses fans in Osaka. 22th of January 2017. Pic by @GunsNroses

The cities and the concerts

We wanted to compare the number of tweets of each concert to see which one generated the highest number of them. However, it is not fair to compare them that way because each concert had a different amount of people. Kobe only had 8,000 people and Tokyo 73,000. And even more difficult: in Sydney and Tokio Guns and Roses performed twice. So what we did is to use the assistance number and cross it with the number of tweets. Here the number of attendees:

 City Assistance
Osaka 36477
Kobe 8000
Yokohama 17000
Tokio 73000
Wellington 34000
Auckland 55000
Brisbane 41000
Sydney 149000
Melbourne 73756
Adelaide 49000
Perth 39000
Singapur 50000
Bangkok 22000
Dubai 24000
Slane Castle 85000
Bilbao 36000
Lisbon 50000
Madrid 50000

In the case of Sydney and Tokio, we have summed the numbers of both concerts.

Gund and Roses concerts sold out in Tokyo
Official picture of the sold out concerts in Tokyo. 36.500 people.

Number of tweets per concert and user

So, once we have the number of attendees, we calculated with Tweet Binder PRO the number of tweets per concert. Also created the metric “Tweets by attendee” that shows the relation between the tweets sent and the assistance.

 City Assistance (people) Tweets Tweets by attendee
Osaka 36477 1166 0,032
Kobe 8000 675 0,084
Yokohama 17000 764 0,045
Tokyo 73000 2455 0,034
Wellington 34000 696 0,020
Auckland 55000 374 0,007
Brisbane 41000 470 0,011
Sydney 149000 1021 0,007
Melbourne 73756 418 0,006
Adelaide 49000 430 0,009
Perth 39000 117 0,003
Ciudad de Singapur 50000 415 0,008
Bangkok 22000 415 0,019
Dubái 24000 905 0,038
Slane Castle 85000 294 0,003
Bilbao 36000 1725 0,048
Lisbon 50000 2728 0,054
Madrid 50000 3168 0,063

It looks like, according to these numbers, the concert of Kobe, Lisbon and Madrid were the ones with more interaction. The Kobe one was actually amazing because only 8,000 people were at the concert and people tweeted more than other concerts with more than 50,000 people.

Lisbon and Madrid were the cities with the highest number of tweets despite of the number of people.

The analysis must be much deeper, we know that, but what we are trying to measure here is not the city with the most tweets. What we are trying to check is the power of a b(r)and (Guns and Roses) to create hashtags to engage with their fans. Of course there are more tweets that refer the concerts and the band name, but what we want to see is the real engagement of fans with “official hashtags” made by the band. In this case the number of tweets can seem not so high and even in some cities it should be higher. However, to create a hashtag that engage with fans is not easy, even for Guns and Roses.

Recommendation for the future and the rest of the Guns and Roses 2017 Tour

Guns and Roses will get more tweets if they involve their fans more within the strategy. They already try to do it by retweeting some tweets, but more can be done. A world tour like this one can use a huge big world map to create a friendly competition among cities using the official hashtags. That’s a great idea and we may carry it out, stay tuned.

Fans are a key part of an online strategy, bands and brands should give them a bigger role. Guns and Roses is doing an amazing job with their fans on social media, much better than some “modern” bands.

We will be analyzing with Tweet Binder PRO the rest of the shows and concerts of the band. Also we will be adding previous concerts. Before Europe and Asia, Guns and Roses traveled to South-America and the USA, we will be adding those concerts as well.

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