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Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

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Brandwatch's Naomi Trickey explains how to make the most of social media during London 2012, what impact the Olympics will have on social media and how to approach social media monitoring and measurement.
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Big Data meets Big Event presents Big Challenges NAOMI TRICKEY: [email protected] | Tel: +44 (0)1273 234 290 April 2012
Transcript
Page 1: Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

Big Data meets Big Event

presents Big Challenges

NAOMI TRICKEY: [email protected] | Tel: +44 (0)1273 234 290

April 2012

Page 2: Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

Contents

© 2012 Brandwatch | www.brandwatch.com 2

• Olympic volumes of data

• Focus on relevant conversation

• Searches or queries

• Gather/Clean/Analyse/Present

• General Olympics conversation

• Brands

• Athletes’ brand associations

Page 3: Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

Olympic volumes of data

© 2012 Brandwatch | www.brandwatch.com 3

of internet users globally engaged in some form of social media in 2011.

Twitter (“the SMS of the internet”):

• ~ 1 billion tweets every five days;

• Beyonce announced pregnancy and Hurricane Irene hit New York, record tweets/second: 8,900;

• 2010 World Cup: highest number of tweets in any one second was ~3283;

• Superbowl: ~7 million tweets over 2 weeks.

Actual usage?: between 1-10 million/day with the potential for peaks of up to 15 million tweets.

~50%

Page 5: Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

What does a query look like?

© 2012 Brandwatch | www.brandwatch.com 5

((((olympics OR olympic OR olympicgames OR Olympiad) NOT

(winter OR sochi)) OR london2012* OR "london 2012" OR "the

london games" OR thelondongames OR paralympics* OR

paralympic* OR getaheadofthegames OR gaotg OR ldn2012

OR OlympicCountd*wn OR olympicpark OR olympicvillage OR

olympicstadium OR "sebastian coe" OR "seb coe" OR sebcoe

OR sebastiancoe OR iamwenlock OR iammandeville) AND

location:uk) NOT (sex OR porn OR xxx OR viagra OR lesbian*

OR "acai berry" OR "mario sonic"~1 OR "special olympics"

OR site:(amazon.com OR amazon.co.uk OR daniweb.com OR

twitter.com OR au.eurosport.com) OR "ice hockey")

Page 7: Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

0%

1%

2%

3%

4%

5%

6%

7%

% O

F T

HE

MO

NT

H’S

BU

ZZ

DATE

Conversation so far

© 2012 Brandwatch | www.brandwatch.com 7

SWIMMING

QUALIFICATION

TRIALSWORLD

ATHLETICS

OLYMPIC

TORCH

STELLA

MCCARTNEY KIT

DOWNING STREET

RECEPTION

Page 8: Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

Brands?

© 2012 Brandwatch | www.brandwatch.com 8

Page 9: Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

Brand reputation

© 2012 Brandwatch | www.brandwatch.com 9

Page 10: Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

Where and who?

© 2012 Brandwatch | www.brandwatch.com 10

TWITTER BLOG FORUM GENERAL NEWS VIDEO

owen_g

DaveHill

GMWatch

JaquesLondon

NemesisRepublic

BBC2012

london_olympics

Telegraph2012

BhopalMedAppeal

0 5 10 15 20 25

TWEETS

Page 11: Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

Data mash-ups

© 2012 Brandwatch | www.brandwatch.com 11

http://labs.brandwatch.com/superbowl/

Page 12: Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

And for London 2012?

© 2012 Brandwatch | www.brandwatch.com 12

Page 13: Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

Usain Bolt

© 2012 Brandwatch | www.brandwatch.com 13

Page 14: Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

Sources

© 2012 Brandwatch | www.brandwatch.com 14

• THE TELEGRAPH/http://blogs.telegraph.co.uk/sport/shart/100024365/london-2012-olympics-

twitter-action-at-games-could-be-every-bit-as-competitive-as-the-sport/

• GLOBALWBINDEX/http://globalwebindex.net/wp-content/uploads/downloads/2011/06/Global-

Map-of-Social-Networking-GlobalWebIndex-June-20112.pdf

• WIKIPEDIA/

http://en.wikipedia.org/wiki/Twitter#cite_note-9

• MASHABLE/

http://mashable.com/2011/09/08/twitter-has-100-million-active-users/

• BBC/

http://www.bbc.co.uk/news/uk-politics-17340658

Page 15: Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

Contact

© 2012 Brandwatch | www.brandwatch.com 15

EMAIL: [email protected]

WEB: http://www.brandwatch.com

TWITTER: @brandwatch

PHONE:

UK: +44 (0)1273 234 290

US: +1 212 229 2240

Germany: +49 (0)711 912 442 04

FAX:

UK: +44 (0)1273 234 291

DOCUMENT LIMITATION

The information given in this document has been checked for accuracy and completeness however Brandwatch

shall not be liable for any errors or omissions.

Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053

4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom


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