The Social Contact Centre

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

Posts Tagged ‘Opening Ceremony

The London 2012 Opening Ceremony on Twitter courtesy Bluefinlabs

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Written by greencontact

July 29, 2012 at 2:31 pm

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.”

Written by greencontact

July 26, 2012 at 4:52 pm