2012 olympics social media analysis part 1
TRANSCRIPT
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July 2012
Social Media Audit
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Methodology of This Report
§ Objec:ve of this report: § Iden:fy and analyze social media
conversa:ons about the 2012 Summer Olympics
§ Analy:cs Solu:on: ADensity Analyze § Content Sources: TwiDer, Blogs,
Forums, Youtube and other social media sites
§ Timeframe: June 25, 2012 to July 24, 2012 and covering the Omaha Swim trials
§ Key Metrics: § Distribu:on -‐ % of comments by data source
§ Sen:ment – Tone of the posts
§ Non-‐sen:ment – ac:onable ques:ons, sugges:ons and recommenda:ons and customer profile data
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Sen:ment vs Non-‐Sen:ment Report
Social conversa3ons include both sen3ment and non-‐sen3ment
§ Over 98% of posts expressed sen:ment
§ Key themes included excitement over the opening ceremonies as well as for the games, and fans wishing their favorite athletes luck
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Sen:ment Report
The majority of the comments were posi3ve
§ An overwhelming 98% of the comments contained posi:ve sen:ment
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Fan Excitement for the opening ceremony of the 2012 Summer Olympics was a key driver in
positive sentiment
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Sen:ment Report Most of the tweets expressed excitement to watch the London Olympics:
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Sen:ment Report
Posi3ve and Nega3ve Sen3ment Details
§ Other posi:ve men:ons were about Marke:ng and the Events
§ Most of the nega:ve comments focused on people ha:ng the Olympics because of their dislike for sports or annoying commercials
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Hashtags and TwiDer Handles
The #London2012 hashtag was found in over 18,500 tweets within this 3meframe
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A closer look at the most frequently encountered TwiOer handles on the 2012 Olympics shows that there is excitement brewing over rumors that the pop group One Direc3on will perform
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Social Conversa:ons during the Olympic Trials
Comments were analyzed from the following sources for the Omaha Swim Trials:
§ 93% of conversa:ons were from TwiDer
§ 4 % were from Forums
§ The rest were found in Blogs, YouTube and other social media sources
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Michael Phelps and Ryan Lochte
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Tweets from the LochteNa3on drove up the overall volume of Lochte men3ons, eclipsing that of Phelps
Tweets from Lochte fans and retweets of the swimmer’s status
messages contributed to a massive spike of comments on July 19
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Spikes in Conversa:ons 7/19/2012 aDributed to Ryan Lochte twee:ng he will take phone calls from fans!
Adoring fans are retwee3ng @ryanlochte
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ADensity’s Voice tags capture the nuances in social sen:ment to find opportuni:es
“I want to talk” (Intent)
“Who wants a call from me?” (Ques3on)
Small differences can have significant impact on the kind of ac3on you would take on a message or where you would route it
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Ryan’s Facebook Page causes another spike in conversa:on volume with his AT&T commercial
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Lochte-‐Phelps Sen:ment Details
Fan reac3ons to Phelps and Lochte
§ Support for Ryan Lochte accounted for almost 50% of posi:ve comments, while Michael Phelps garnered only 30% of the posi:ve comments
§ Nearly 90% of nega:ve comments focused on Michael Phelps
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Posi:ve Sen:ment on Phelps
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96% of Phelps comments contained posi3ve sen3ment from his fans
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Posi:ve Sen:ment on Lochte
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§ 90.36% Express posi3ve thoughts about Ryan Lochte
Fans of Lochte praised the swimmer with encouraging remarks resul3ng in a 99% posi3ve sen3ment ra3ng
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Ryan Lochte has created an en:re fanbase dubbed “The Lochte Na:on”
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Nega:ve Sen:ment on Phelps
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Phelps cri3cs brought up his marijuana scandal as well as commented on growing 3red of hearing about him
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Nega:ve Sen:ment on Lochte
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Some Lochte detractors posted nega3ve comments claiming that the athlete is rude, while others look forward to Phelps defea3ng him in London
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Phelps vs Lochte Dashboard Snapshot
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Thank You