What are the social data stories behind the Olympic Games at London 2012?

1. If Social Media could tell
you a story, would you
listen? THE BUZZ
BEYOND
James Ainsworth – Social Media Manager.
Social Media Data Insights from the Olympics
Photo: E Green
James Ainsworth
Social Media Manager – SDL Social Intelligence Division
21 August 2012
SDL Proprietary and Confidential

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5. A bit about me…
before the good stuff
James Ainsworth…
Social Media Manager for SDL Social Intelligence
Division
Twitter: @SDLjames
Email: Jainsworth@SDL.com
ENJOY THE WEBINAR AND FEEL FREE TO TWEET -A-
LONG:
#BEYONDBUZZ & @SDLsocial

6. Social Media Monitoring is not just responding to Twitter moaners
MYTH
BUSTING

8. 50+ Billion stored conversations and results
60+ languages
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Highly
responsive:
can collect &
Is highly respond to
insight on any Targeted: can
scalable:
timescale relate specific
Provides
activities to
access to high
conversations
volumes of
at a defined
data & a global
dataset
The point in time
Can provide a
360 degree
view of a
value Highly
predictive:
customer (not
just about their
relationship to
social conversations
are leading
indicators
your brand)
data
Provides
brings Longitudinal:
unique access we can look
to competitor back & track
activity In context: forward
feedback is
pure &
customer
generated (not
contrived)
9

10. Powered by
OLYMPIC SOCIAL MEDIA STORY-TELLING
10
Photo: E Green

11. Postcards from Twitter
The biggest moments of competition, as measured by
Tweets per minute (TPM)
Usain Bolt (@UsainBolt) of Jamaica wins gold in the 200m sprint: 80,000+ TPM
Bolt wins gold in the 100m sprint: 74,000+ TPM
Andy Murray (@andy_murray) wins gold in the men‟s tennis singles: 57,000+ TPM
Jamaica wins gold and sets the world record in the men‟s
4x100 relay: 52,000+ TPM
Team USA beats Spain to win gold in men‟s basketball: 41,000+ TPM
11
SOURCE: Twitter

12. Postcards from Facebook
12
Photo: E Green

13. Powered by
THE STORY OF AN
ILLUMINATING RELAY
AROUND THE UK
13

14. Olympic Torch Relay Facts
• Distance travelled, approx. Source: Guardian
8000 miles, through 1,019
communities in 70 days
• 68 modes of transport
• Travelling within 10 miles of
95% of the UK population
• 80cm long
• 800 kg
• 8000 holes – each
represents the 8000 torch
carriers
• 10 minutes burning time
14

15. Torch Twitter Tweets
15

16. Hashtag Podium
#LONDON
#olympic 2012 #BBC
TORCH
Torch Torch
CAM
75% RELAY 7%
18%
Which Hashtag has the greatest share of Tweets?
16

17. Hashtag Adoption at Events
1000 1000 The People
drive Hashtag
adoption
Mentions
#OlympicTorch
#BBCTorchCam
#London2012TorchRelay
17
Torch Relay Begins

18. Mentions of Places in Tweets
70 Belfast
Bristol Birmingham
Blackpool
60 Brighton
Bristol
Cardiff
Chelmsford
50 Sheffield
Chester
Derby
Dublin
40 Edinburgh
Dublin Leeds
Glasgow
Hastings
Liverpool Lands End
30
Leeds
Liverpool
Luton
20
Norwich
Nottingham
Oxford
10 Reading
Sheffield
Southampton
0 Stornoway
Taunton
Eastenders
Weymouth
18

19. The blur between reality and fiction
70 Belfast
Bristol Birmingham
Blackpool
60 Brighton
Bristol
Cardiff
Chelmsford
50 Sheffield Chester
Derby
Dublin
40 Edinburgh
Dublin Leeds
Glasgow
Hastings
Liverpool Lands End
30
Leeds
Liverpool
Luton
20 Norwich
Nottingham
Oxford
10 Reading
Sheffield
Southampton
Stornoway
0 Taunton
Eastenders
Weymouth
19

20. What‟s your priority? Hashtag or Foursquare Check-In?
1000 1000
Mentions
OT
BTC
LTR
4sq
13-May 14-May 15-May 16-May 17-May 18-May 19-May 20-May 21-May 22-May 23-May 24-May 25-May 26-May 27-May
20
Torch Relay Begins

21. Insights and Recommendations
• Advocates
-Diary,
Community
Manager Role,
Torch Relay
prize
• Support the
conversation,
don‟t assume
ownership
• Visual Feast
– User
Generated
Content from
Sponsors
21

22. Powered by
THE STORY OF THE
OPENING CEREMONY
22
Photo: E Green

23. Opening Ceremony: Demographics & Share of Voice
Blog
Under 18
Over 50
Message
Board/Forum
Microblog
18-24 Female Male 35-49
Social
Network
25-34 Video/Photo
Sharing
Media Types -
Other
23

24. The Opening Ceremony – Aggregate Sentiment Timeline
Time: 2000 – 2059 15 minute intervals
15000 Negative Positive
10000
5000
0
24

25. The Opening Ceremony – Aggregate Sentiment Timeline
Time: 2100-2159 15 minute intervals
4400 Negative Positive
4200
4000
3800
3600
25

26. The Opening Ceremony – Aggregate Sentiment Timeline
Time: 2200-2259 15 minute intervals
Negative Positive
6000
4000
2000
0
26

27. The Opening Ceremony – Aggregate Sentiment Timeline
Time: 2300-2259 15 minute intervals
Negative Positive
3000
2000
1000
0
27

28. Facebook v Twitter Content
28

29. “Brands” at the Opening Ceremony
Danny Boyle NHS Beckham Very
Negative
Somewhat
Negative
Neutral
Somewhat
Positive
Very
Positive
Beckham
NHS
Boyle
Volume of
Mentions by
“Brand”
Category
29

30. Powered by
THE SOCIAL DATA
INSIGHTS OF
SPONSORSHIP
30
Photo: E Green

31. Olympic Sponsors Buzz
Buzz has its place…
• Buzz is good for an overview of what is
happening in social.
• Buzz will not tell you what is going on under
the surface.
Insights are value added…
• Insights tell the story behind the buzz
• Insights can provide answers that lead to
actionable changes within a business
31

32. Olympic Sponsorship Facts
• The Olympics Games are sponsored by 11 multinational companies (Worldwide
TOP Partners) who pay almost $1 billion for worldwide marketing rights to
summer and winter Games over a four-year cycle.
• Olympic Sponsorship accounts for 40% or Olympic Games revenues
• Fans had to use Visa to pay for items by card at Olympic venues and they also
needed a card to buy tickets for events online in the first place.
• In 1964, as part of the Tokyo Games, "Olympia" cigarette brand generated more
than $1 million in revenue for the organizing committee. Tobacco is now a banned
category in sports sponsorship.
• The British Government offered tax exemptions to TOP and London 2012
sponsors based outside Great Britain on Olympic earnings. After pressure groups
lobbied around the issue, a number of sponsors have foregone this „generous‟
offer.
• A study by GFK has indicated that the brands associated with the Torch Relay are
benefitting from their involvement when it comes to brand awareness. 25% of UK
population is aware that Coke and Visa are partner brands. 15% are aware of
Samsung, Lloyds TSB, P&G, BT and EDF are involved.
Source: IEG/REUTERS
32

33. Official Sponsorship Tiers
Coca-Cola
Adidas
McDonalds
BMW
GE Dow Adecco
BP
Panasonic ArcelorMittal
British
Acer Atos Cadbury
Airways
Omega Cisco Deloitte
BT EDF
Visa P&G Thomas Cook
Lloyds TSB
33 Samsung UPS

34. Sponsors – One week before Opening Ceremony
5000 acer
adecco
4500 adidas
arc
Atos
4000
BA
BMW
3500 BP
BT
3000 Cadbury
Cisco
Coca Cola
2500
Deloitte
Dow
2000
EDF
GE
1500 Lloyds TSB
McDs
1000 Omega
P&G
Panasonic
500
Samsung
Thomas Cook
0 UPS
7/20/2012 7/21/2012 7/22/2012 7/23/2012 7/24/2012 7/25/2012 7/26/2012 7/27/2012 Visa
34

35. Volume of mentions during the week before the Games begin and
their Sponsorship Tier
12000
10000
8000
6000
4000
2000
0
TOP Tier Tier
35 Worldwide
Partner One Two

36. Aggregate sentiment of the Top & Bottom „buzziest‟ brands
Aggregate Sentiment of Top 5 Volume Brands
3000
2500
2000
1500
1000
500
0
-500 McDonalds Coca Cola Samsung Adidas Visa
60
50
40
30
20
10
0
-10 Acer Arc Deloitte Thomas Cook Adecco
-20
Aggregate Sentiment of Bottom 5 Volume Brands
36

37. Aggregate Sentiment of the Top & Bottom „buzziest‟ brands – Insights
1 week before Games begin
Aggregate Sentiment of Top 5 Adidas paid less than the other brands and are
Volume Brands generating the 4th largest volume of noise. Great
3000 marketing? Accessible brand?
2500
Adidas drill down: Discussion of Stella McCartney‟s
2000 design of TEAM GB kit
1500
1000
McDonalds are generating a lot of buzz. When you look
at it closely, you see that more mentions are negative
500 than positive.
0
McDonalds Coca Cola Samsung Adidas Visa McDonalds drill down: Mentions discuss the „hypocrisy‟
-500
of Fast Food chain sponsoring sporting event. Chips
scandal.
Acer, as one of the TOP Worldwide partners are paying Aggregate Sentiment of Bottom
over £50million but not making much of an impact.
However, they are held in a positve esteem. 5 Volume Brands
60
Acer drill down: Amplifying the loyal community of Acer 50
Users will spread the good word and increase volumes
40
30
Thomas Cook are generating the second fewest
20
mentions around their association with the Olympics.
Moreover, they are in a low-level defecit of sentiment 10
too. 0
-10 Acer Arc Deloitte Thomas Adecco
Thomas Cook drill down: Ticket delivery fiasco -20 Cook
#wherearemytickets feature prominently in
37 conversations, just days before events begin

38. Sentiment of Platforms during the Olympics
Sentiment of Facebook data during the Olympics
Very Negative
Somewhat Negative
Neutral
Somewhat Positive
Very Positive
Sentiment of Twitter data during the Olympics
Very Negative
Somewhat Negative
Neutral
Somewhat Positive
Very Positive
38

39. Sponsors – Volume of mentions during the Opening Games
8000 acer
adecco
adidas
7000
arc
Atos
6000 BA
BMW
BP
5000 BT
Cadbury
Cisco
4000
Coca Cola
Deloitte
3000 Dow
EDF
GE
2000 Lloyds TSB
McDs
Omega
1000
P&G
Panasonic
0 Samsung
Thomas Cook
UPS
-1000 Visa
39

40. Sponsors – Volume of mentions during the Opening Games
8000 @LouisTomlinson Tweets, acer
5.2 million followers adecco
adidas
7000
arc
@AdamLevine Tweets, Atos
6000 3 million followers BA
BMW
BP
5000 “healthy”
BT
sponsor?
Cadbury
Cisco
4000
Coca Cola
@freelaughs_ “Who finds it Deloitte
“Ups and Downs” funny…”
3000 Dow
Ryan Lochte
EDF
GE
2000 Lloyds TSB
McDs
Omega
1000
P&G
Panasonic
0 Samsung
Thomas Cook
UPS
-1000 Visa
40

41. Volumes of mentions for Brands during the Olympics and their
Sponsorship Tier
50000
45000
40000
35000
30000
25000
20000
15000
10000
5000
0
TOP Tier Tier
41 Worldwide
Partner One Two

42. Sentiment During Olympics
Aggregate Sentiment of Top 5 Volume Brands
12000
10000
8000
6000
4000
2000
0
-2000 McDonalds Coca Cola UPS Visa British Airways
Aggregate Sentiment of Bottom 5 Volume Brands
60
50
40
30
20
10
0
Lloyds TSB Arcelormittal Deloiite Adecco Thomas Cook
42

43. Aggregate Sentiment of the Top & Bottom „buzziest‟ brands - Insights
McDonalds drive conversation on Twitter by encouraging
Aggregate Sentiment of Top 5 Followers to check-in on Foursquare or Pin pictures of
Volume Brands their “record breaking” restaurant
12000
Focus activity in the relevant platform. Twitter is different
10000 to Foursquare and Pinterest. Offline activity to encourage
8000 activity would drive organic mentions
6000
UPS had a specific @UPS_London2012 Twitter account
4000 tweeting highly shareable and interesting „logistics‟ facts
2000 about their involvement
0 Not much outreach to grow following or raise awareness of
McDonalds Coca Cola UPS Visa British the brand‟s involvement. Low follower count.
-2000
Airways
Aggregate Sentiment of Bottom 5
Deloitte drove most of their social activity during the Volume Brands
Games through their Facebook page. 60
50
As a B2B organisation, this is perhaps not where the
greatest opportunity can be found for communicating 40
involvement.
30
20
Arcelormittal are a leading Steel and Mining company, not
easy to get excited online about such things but their 10
Sponsorship of the viewing tower was a great opportunity
to engage 0
Lloyds TSB Arcelormittal Deloiite Adecco Thomas Cook
43

44. Before, During and After the Olympics
• There was a 56% increase in mentions of brands and their involvement with the
Olympics from 1 week before the Games began and the 1st week of events. The
second half of the Olympics saw a 23% drop in brand associations and social
mentions. In the 1st week after the completion of the Games, mentions dropped
56% and tracked at 47% lower than the Pre-Games total.
• For the Bottom 5 brands by Volume, Sentiment overall is positive and remained at
around the same level. As we have seen, the less exciting Brands have less
chatter. This is the challenge of B2B social media and the opportunity.
• For the Top 5 Brands by Volume, there was an amplification in Sentiment scores
that saw McDonalds‟ aggregate sentiment dive a further 703% into the negative. A
hands-off approach from the brand to combat the “ironic that a fast food…” was
always going to see the public opinion take hold. Highlighting community projects
could have avoided such a dive.
• British Airways saw a massive 5158% increase in aggregate sentiment from their
Pre-Olympic score to their duration of the Olympic score to come out Top of the
Brands during the Olympics in terms of public opinion. What was the trigger?
44

45. British Airways and THAT tweet
• How many 1Direction fans can afford a British Airways flight?
• What if Stephen Fry had sent the Tweet?
• Organic mention or Paid for?
• A spike in buzz is nothing if it doesn‟t affect a change in the behaviour you are
looking to adjust with your investment in marketing programmes.
45

46. Insights and Recommendations
• Sponsorship can hurt brands as much as help
them. How they choose to combat, support or
ignore the conversation is critical
• Sponsorship is not a bragging right. Visa
experienced a backlash for their restriction of
choice on ticket and stadium payment methods.
But praised for active Digital Community.
• Sponsoring the Fans and Communities of The
Games is going to deliver a more organic return
and increase Fans‟ values of Brands. P&G
nailed this approach.
• Ambush marketing efforts receive some pick-up
but do not offer a long-tail involvement or
association with the Games
• Celebrity mentions can drive noise but do they
drive sales?
• „The bigger the spend, the bigger the
impression‟ is not always the case. Considered
campaigns can achieve as much of an
impression, if not more as paying for more
46
exposure.
Photo: E Green

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48. Thanks for listening and do you have any Questions?
Follow: @SDLjames @SDLsocial
Email: Jainsworth@sdl.com
Website: www.SDL.com/socialmedia

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