The Social Contact Centre

to a social networking way of working through the eyes of a Contact Centre manager

Posts Tagged ‘Co-viewing

Zeebox – co-viewing the Socialympics

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At 8.45 on July 27th, like one billion other people, I switched on the TV and sat with my family watching the London 2012 Opening Ceremony. I was also one of the many “second-screeners” following events on Twitter at the same time. You can follow the events in Twitter using something like Hootsuite or Tweetdesk but there are also apps designed for the occasion. They group together the relevant hashtags and add content to enhance the experience. One of the most popular is Zeebox. I hadn’t used it for a while and the Opening Ceremony was a perfect opportunity to put it through its paces.

The application runs on smartphones, tablets and PCs. When you set it up initially it asks for the country you are in, the TV system you are using (Sky, Freesat, Freeview, Virgin) and then the region you are watching in as well. It brings up the display above to show you what is currently on TV. Against each listing you can see the volume of viewers – presumably people who have selected the option in Zeebox – and also the volume of activity so that you can easily see where the social buzz  is.

When you choose the TV programme it switches into a display with an information panel on the left showing details of the programme and related news items as well as things such as related opinion polls. The default centre column has a steadily ticking display of Tweets. This aggregates all related hashtags and word searches. Given the sheer volume of tweets on the Opening Ceremony this was going very steadily but you can scroll up and down to look at particular posts. A great feature here is the context sensitive options which appear at the top of the feed. During the Ceremony one option was “Funny commentary” which had all the tweet using the hashtag for the purpose created by Zeebox. There are also options to just see Tweets from athletes or celebrities as well as the main tweet. This is a really fun option, especially with the Opening Ceremony, making it easy to see what the athletes themselves were making of it as well as hearing where Billy Bragg was watching (in a hotel room with beer and curry).

On the right hand side are “Live Zeetags”; a constantly updating set of regularly linked topics. These indicate what the flavour of the conversation is and give a different dimension. As I write this the Olympic stream the zeetags include The Netherlands, Sweden, “Peloton”, Betting and some pithy quotes from competing cyclists. Overall the interface is really slick and fun and with something like the Olympics it adds a dimension to viewing – nothing gets missed and there’s plenty of funny twittering going on. I dare say its less entertaining watching a repeat on one of the more obscure digital channels and very confusing if someone is watching a +1 channel.

From a business perspective the advertising opportunities are clear, the audience is a tight demographic defined by the TV programme they are watching and the level of social media awareness they have.

Written by greencontact

July 30, 2012 at 9:33 am

And the winner of #Euro2012 is… @AdidasUK

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Last Sunday, the Euro 2012 football tournament had a thrilling climax with a 4-0 win for Spain over Italy. The event was momentous because in doing so Spain broke a number of records -first team to defend the title, highest winning margin in a final, first team to win three major tournaments in a row… This was a big event with Twitter reporting that when the fourth Spanish goal went in there were more than 15,000 tweets per second beating the previous record for a sporting event of just over 12,000 for the last three minutes of February’s Superbowl. There were 16.5 million tweets worldwide during the Spain vs Italy match. What this means is that this is a hotspot for anyone looking to promote or gain followers. If you have anything to say about football or to the following demographic you need to be there.

After my earlier post about the Formula 1 social media activity I thought I would check on what the some of the Euro 2012 global sponsors did with the event.


They made a magnificent effort. Their @adidasUK site was tweeting throughout the final. They linked their new #takethestage Olympic ad by trailing its launch after the final whistle. They also ran a promotion based on offering a discount on the online store according to the number of goals scored. Overall the site retweets relevant sporting comment and is highly interactive. They are a really good example of a joined up strategy.


Compare Adidas’s work with that of Canon. The @CanonUKandIE site hasn’t tweeted since March. @Canon – the official web communications site has NEVER tweeted. I couldn’t find a single tweet during the final. You would have thought they could have made excellent work of Instagram with some great live action shots – especially via their @Canon_Camera site. A real missed opportunity


A similar story to Canon – The @CastrolUK site hasn’t tweeted since February. The US sites seem to be very integrated with motor racing enthusiasts but I couldn’t find a comment on Euro 2012. Interestingly there is a trace of previous specialist Castrol sites set up for previous tournaments

Coca Cola

The @Coca-ColaGB site is doing a very good and personal job tracking the Olympic torch relay – another of their sponsorships. The main @cocacola is a massive multilingual undertaking which congratulated Spain on Sunday but there was very little other comment


A mixed bag for @ContiUK. The team did a good job with regular tweeting about the event and competitions running alongside it – guessing the scores and spot the ball. Strangely silent on Sunday though which was a missed opportunity for them.

This isn’t all the global sponsors by any means – merely the first five alphabetically. You could also argue that of the ones listed Adidas is the most directly associated with the sport. However, my response would be that Social Media offers an excellent way for any brand to have their say – anyone can tweet during the final and use the hashtags.  The work of @AdidasUK is obvious from their Klout scores over the period. They raised their overall Klout score from 71.66 at the start of the tournament to 73.44 at the end. The main driver for this was their Klout True Reach – this measure takes out all the spam and bots and looks at the real people who act on AdidasUK content. This went up from 69,995 to an astonishing 93,239.  Another interesting characteristic is that there is a clear build up to England’s game with Italy on 24th June. All stats dropped off immediately after the game but the team at @AdidasUK did a really good job of building them back up again and they have a legacy from the event to work with.

We have the 2012 Olympics coming and Twitter are expecting many records to be broken during them (social media as well as athletic). Coca Cola are already on the ball with this but how are Acer, ATOS, GE, Visa and P&G coping?