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Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event
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Brandwatch on Social Media at Gorkana's London 2012: Comms Countdown Panel Event

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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 …

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.

Published in: Sports, Business, Technology
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  • 1. Big Data meets Big Eventpresents Big ChallengesApril 2012NAOMI TRICKEY: naomi@brandwatch.com | Tel: +44 (0)1273 234 290
  • 2. Contents• Olympic volumes of data• Focus on relevant conversation • Searches or queries • Gather/Clean/Analyse/Present• General Olympics conversation• Brands• Athletes’ brand associations© 2012 Brandwatch | www.brandwatch.com 2
  • 3. Olympic volumes of data of internet users globally engaged in some form of~50% 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 forpeaks of up to 15 million tweets.© 2012 Brandwatch | www.brandwatch.com 3
  • 4. Making sense of the noise http://www.brandwatch.com/social-media-monitoring/© 2012 Brandwatch | www.brandwatch.com 4
  • 5. What does a query look like? ((((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")© 2012 Brandwatch | www.brandwatch.com 5
  • 6. Gather/Clean/Analyse/Present http://www.brandwatch.com/social-media-monitoring/© 2012 Brandwatch | www.brandwatch.com 6
  • 7. Conversation so far SWIMMING OLYMPIC DOWNING STREET QUALIFICATION TORCH RECEPTION TRIALS WORLD STELLA ATHLETICS MCCARTNEY KIT 7% 6% % OF THE MONTH’S BUZZ 5% 4% 3% 2% 1% 0% DATE© 2012 Brandwatch | www.brandwatch.com 7
  • 8. Brands?© 2012 Brandwatch | www.brandwatch.com 8
  • 9. Brand reputation© 2012 Brandwatch | www.brandwatch.com 9
  • 10. Where and who? BhopalMedAppeal Telegraph2012 london_olympics BBC2012 NemesisRepublic JaquesLondon GMWatch DaveHill owen_g 0 5 10 15 20 25 TWEETS TWITTER BLOG FORUM GENERAL NEWS VIDEO© 2012 Brandwatch | www.brandwatch.com 10
  • 11. Data mash-ups http://labs.brandwatch.com/superbowl/© 2012 Brandwatch | www.brandwatch.com 11
  • 12. And for London 2012?© 2012 Brandwatch | www.brandwatch.com 12
  • 13. Usain Bolt© 2012 Brandwatch | www.brandwatch.com 13
  • 14. Sources• 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© 2012 Brandwatch | www.brandwatch.com 14
  • 15. ContactEMAIL: contact@brandwatch.comWEB: http://www.brandwatch.comTWITTER: @brandwatchPHONE:UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 442 04FAX:UK: +44 (0)1273 234 291DOCUMENT LIMITATIONThe information given in this document has been checked for accuracy and completeness however Brandwatchshall not be liable for any errors or omissions.Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom© 2012 Brandwatch | www.brandwatch.com 15

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