The Social Contact Centre

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

Posts Tagged ‘London Olympics 2012

There’s medals up for grabs in the Socialympics

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On Friday, the London 2012 Olympic opening ceremony takes place and we continue a long summer of sport with the Paralympics to follow. For Social Media observers though there are some fascinating events already underway.

In the long build up it is interesting to monitor the depth of interest as the opening ceremony approaches. The Google Trends tool shows this well by monitoring the Google search term “Olympics 2012”.

Image courtesy Google

You can see the long steady buildup and the impact of news coverage. The last 30 days show the trend in detail:

Image courtesy Google

Underneath that general interest though is a fascinating battle of the hashtags both from a business perspective and from the general public. One of the most publicised is the #savethesurprise hashtag created by the LOCOG team to try to get the participants and attendees of the opening ceremony rehearsals to keep the details of the show confidential. The hashtag was displayed on screens inside the Olympic stadium along with a personal request from Danny Boyle, the show’s organiser. As a result the hashtag trended but the meme element is clearly there. The hashtag conveyed with it an expectation of something very special but also a real desire developed that keeps the press in check that we really do want to see the show on Friday without having the surprise element spoiled.

There is an interesting battleground emerging. While the nickname Socialympics is emerging to reflect the timing of the Games and the growth in use of Social Media, there are also very tight controls over the branding of the Games which are being policed. The usual social media laissez-faire is being tempered. One athlete has already been sent home for misuse of Twitter and there are sure to be further controversies. There are a number of official Twitter and Facebook accounts to follow from the IOC, the London Games organisers but also from individual national teams. For UK followers the @TeamGB account has accrued over 222,000 followers. If you want to get the inside track on tweets from athletes, check out who @TeamGB follows – all 800+ of them. For coviewers it will be a rich source.

The hashtags are beginning to emerge – all incorporating versions of the London, Olympic, 2012, but there will also be #openingceremony and a number of spinoffs from it as the Games progress which indicate people’s specific interests and views. This Olympics is also being branded the first “Second Screen Olympics”. Broadcasters such as VH1 and MTV have already launched apps that allow a split screen approach on iPads and iPhones – where viewers can watch the action and also the social media activity surrounding it. According to Kenny Lauer, in an excellent article http://www.clickz.com/clickz/column/2183148/-screen-olympics while the TV audience for the opening and closing ceremonies is likely to be around 4 billion people, 46% of Americans will be holding a tablet device while they watch. If ever there was a killer “red button app” this is it (working in the same way that subtitles do).

Mediacom has been running a league table of Olympic sponsors http://www.mediacom.com/en/news–insights/olympic-twitter-tracker/july-2012/daily—24th-july-2012.aspx and their Twitter performance during the Olympics. On the 24th July Adidas head the table but on the 23rd they were 3rd. In what other league table could you juggle the brand in this way through judicious related promotions and hashtag creations. The rankings are based on “Performance score = POSITIVITY of comments x ENGAGEMENT by the
people commenting x Potential REACH of those comments.”

The Olympics represent a tremendous opportunity for businesses to play with social media – to find niches which are large in their own right, to identify memes and learn how to relate to them, to gain relevant followers from the millions available and to try to get RTs and favourites. Kenny Lauer summarises it perfectly “My personal digital motto is the three C’s: “collapsing distances, connecting people, and creating behavior.” The Olympics is a perfect opportunity to practice this. Collapsing distances isn’t just physical distance; it is emotional, cultural, and ideological distances as well. Connecting people requires using campaigns and digital strategies that encourage participation and engagement, not just as a flashpoint but ongoing. And always remember that it is a marketer’s job to create and drive specific, ideally measurable behavior.”

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Written by greencontact

July 26, 2012 at 4:52 pm

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.

Adidas

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.

Canon

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

Castrol

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

Continental

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?