brandwatch on social media at gorkana's london 2012: comms countdown panel event
DESCRIPTION
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.TRANSCRIPT
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Big Data meets Big Event
presents Big Challenges
NAOMI TRICKEY: [email protected] | Tel: +44 (0)1273 234 290
April 2012
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Contents
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• Olympic volumes of data
• Focus on relevant conversation
• Searches or queries
• Gather/Clean/Analyse/Present
• General Olympics conversation
• Brands
• Athletes’ brand associations
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Olympic volumes of data
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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%
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Making sense of the noise
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http://www.brandwatch.com/social-media-monitoring/
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What does a query look like?
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((((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")
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Gather/Clean/Analyse/Present
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http://www.brandwatch.com/social-media-monitoring/
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0%
1%
2%
3%
4%
5%
6%
7%
% O
F T
HE
MO
NT
H’S
BU
ZZ
DATE
Conversation so far
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SWIMMING
QUALIFICATION
TRIALSWORLD
ATHLETICS
OLYMPIC
TORCH
STELLA
MCCARTNEY KIT
DOWNING STREET
RECEPTION
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Brands?
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Brand reputation
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Where and who?
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TWITTER BLOG FORUM GENERAL NEWS VIDEO
owen_g
DaveHill
GMWatch
JaquesLondon
NemesisRepublic
BBC2012
london_olympics
Telegraph2012
BhopalMedAppeal
0 5 10 15 20 25
TWEETS
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Data mash-ups
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http://labs.brandwatch.com/superbowl/
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And for London 2012?
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Usain Bolt
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Sources
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• 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
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Contact
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EMAIL: [email protected]
WEB: http://www.brandwatch.com
TWITTER: @brandwatch
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Germany: +49 (0)711 912 442 04
FAX:
UK: +44 (0)1273 234 291
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