Straight from Sochi: 5 Social Media Learnings

317 views

Published on

There was lots of excitement leading up to and during the Sochi Winter Olympics. Social media expert Cathy Buena reviews the highs and lows of this global event. The athletes were not the only ones engaged in competition as brands also duked it out to get the most out of the games.

Cathy covers:

- Why this Olympics will be known in social media as the first “viral games” where some controversial topics garnered more buzz than the games and the athletes.
- What brands can learn from the topics that drove the most engagement.
- Which brands were the winners and losers of the games and why.
- Other key insights on the most discussed products, brands, and campaigns of the Olympics and how companies can create better social media strategies.

Published in: Social Media
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
317
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Straight from Sochi: 5 Social Media Learnings

  1. 1. Copyright ©2014 Visible Technologies, Inc. All rights reserved.1 Straight from Sochi: 5 Social Media Learnings
  2. 2. Copyright ©2014 Visible Technologies, Inc. All rights reserved.2 Agenda Objectives • Understand how the 2014 Sochi Games were viewed in social media. • Discuss 5 recommendations that can help your marketing effectiveness, both on and off social. Topics • Introductions • Analysis Approach • Sochi Summary • What You Can Learn from Sochi Social - 5 Key Findings • Q and A • Wrap Up
  3. 3. Copyright ©2014 Visible Technologies, Inc. All rights reserved.3 Straight from Sochi: 5 Social Media Learnings
  4. 4. Copyright ©2014 Visible Technologies, Inc. All rights reserved.4 What we analyzed “Olympics” General, brand- agnostic terms: ads / campaigns / marketing / brands  Total: 16M posts Feb 1 – Feb 23
  5. 5. Copyright ©2014 Visible Technologies, Inc. All rights reserved.5 Steep buildup, drop, plateau 0 500K 1M 2M 2M 3M 1-Feb 2-Feb 3-Feb 4-Feb 5-Feb 6-Feb 7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb 18-Feb 19-Feb 20-Feb 21-Feb 22-Feb 23-Feb Plateau Legend Olympics HOCKEY OPENING CEREMONY CLOSING CEREMONY
  6. 6. Copyright ©2014 Visible Technologies, Inc. All rights reserved.6 Same trend for ads 0 5K 10K 15K 20K 25K 30K 35K 40K 0 500K 1M 2M 2M 3M 1-Feb 2-Feb 3-Feb 4-Feb 5-Feb 6-Feb 7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb 18-Feb 19-Feb 20-Feb 21-Feb 22-Feb 23-Feb Legend Olympics Olympics + Ads
  7. 7. Copyright ©2014 Visible Technologies, Inc. All rights reserved.7 Key topics (indexed) opening ceremony 233 lgbt 172 ads 127 closing ceremony 28 olympic ring 27 #cheerstosochi 12 hockey 689 curling 176 figure skating 144 skiing 81 snowboarding 65 luge 46 skeleton 41 speed skating 33 biathlon 32 cross-country 30 bobsleigh 26 short track 19 ski jumping 14 nordic combined 3 Visa 327 McDonald's 298 Google (Doodle) 141 Coke 112 Audi 73 Chobani 65 P&G 53 Chevy 42 AT&T 40 BMW 34 Citi 8 Liberty Mutual 7 General Topics Sporting Events Companies
  8. 8. Copyright ©2014 Visible Technologies, Inc. All rights reserved.8 Step aside, Superbowl Super Bowl, you are done in the ad department. The TV ads that have shown during the Olympic Ceremony have been CRAZY good! Loved the P&G, Chevy and Coke ads. The @Olympics opening ceremony commercials are better than the #SuperBowl .......by far! @NBCOlympics@Sochi2014 Enjoying @Olympics opening ceremonies. Ads are better than those that aired @SuperBowl Sunday!
  9. 9. Copyright ©2014 Visible Technologies, Inc. All rights reserved.9 In-a-Nutshell Our Core Learnings
  10. 10. Copyright ©2014 Visible Technologies, Inc. All rights reserved.10 1. Bold moves the needle 2. Personas trump entities 3. Promos are an enduring tactic strategy 4. Contrived associations  fluff 5. Omission is a sin Our Core Learnings
  11. 11. Copyright ©2014 Visible Technologies, Inc. All rights reserved.11 Bold moves the needle1
  12. 12. Copyright ©2014 Visible Technologies, Inc. All rights reserved.12 SOCHI : ANTI-GAY SPONSOR TRANSFERENCE #CheersToSochi The controversy Russia: Updates on Sochi and the Anti Gay Laws In Sochi, new complaints about Russia anti- gay law Gay rights protest in Dublin ahead of Sochi winter games Winter Olympics: Sochi suffers backlash over Gay Propaganda laws You're already profiting from @Olympics why not donate some to Russian hate crime victims? @Coca-Cola @McDonalds #CheersToSochi “Cheering what? Olympic officials pummeling gay activists? Russian laws attacking LGBT people. Shame! #CheersToSochi”.
  13. 13. Copyright ©2014 Visible Technologies, Inc. All rights reserved.13 Coke in crisis AMERICA, THE BEAUTIFUL AMERIKA, ANG MAGANDA COKE MAKES AN EFFORT Now, despite all the outrage this commercial has generated and amongst calls to boycott the company due to their insensitivity towards Americans, instead of trying to repair their relationship with their customers, they are poking them in the eye by playing an even longer 1.5 minute version during the opening ceremony of the Olympics tonight. Outrageous! – mmo-champion.com
  14. 14. Copyright ©2014 Visible Technologies, Inc. All rights reserved.14 CHEVY An opportunity for others GOOGLE DOODLE #Google shows you how it's done, @McDonalds, @CocaCola & @Visa. #CheersToSochi @Sochi2014 @NBCOlympics @GLSENsports Bravo, Chevy, BRAVO!! My Tahoe is pleased. I knew their was a reason why I bought a Chevrolet! You guys are AWESOME! Thanks for your support, Clif! True love comes in many forms, we're happy to celebrate all of them. #TheNew Google Doodle you genius. Nice touch to kick off the #Sochi2014 #WinterOlympics by making a stand against Russia's anti-gay law. Top marks.
  15. 15. Copyright ©2014 Visible Technologies, Inc. All rights reserved.15 How the needle moved -5.8% 3.9% 4.0% 14.7% 4.2% 7.5% 8.9% 8.1% 11.5% COKE CHEVY GOOGLE DOODLE Pos Neg Net 0% 20% 4-Feb 7-Feb 10-Feb 0% 20% 4-Feb 7-Feb 10-Feb 0% 20% 4-Feb 7-Feb 10-Feb
  16. 16. Copyright ©2014 Visible Technologies, Inc. All rights reserved.16 Personas trump entities2
  17. 17. Copyright ©2014 Visible Technologies, Inc. All rights reserved.17 Skat-ing vs skat-ers 1,861 5,710
  18. 18. Copyright ©2014 Visible Technologies, Inc. All rights reserved.18 P&G vs athletes 4,918 2,268 4 7
  19. 19. Copyright ©2014 Visible Technologies, Inc. All rights reserved.19 Metric: retweet potential Thank You Mom Lindsey Vonn Gracie Gold Followers 45.7K 308.0K 106.0K Retweets 6 4,918 2,268 Retweets : Followers 0.013% 1.597% 2.140%
  20. 20. Copyright ©2014 Visible Technologies, Inc. All rights reserved.20 Promos are an enduring tactic strategy3
  21. 21. Copyright ©2014 Visible Technologies, Inc. All rights reserved.21 Promotions amplify buzz "CHANCETO WIN" 23% P&G Campaign RETWEETS 97% 380 TWEETS 12.8K RETWEETS amplified 34X
  22. 22. Copyright ©2014 Visible Technologies, Inc. All rights reserved.22 Thematic consistency Moms promoted the #twitterparty Local Twitter profiles promoted giveaways, still using #ThankYouMum
  23. 23. Copyright ©2014 Visible Technologies, Inc. All rights reserved.23 Contrived associations  fluff4
  24. 24. Copyright ©2014 Visible Technologies, Inc. All rights reserved.24 What #teamvisa? 28.1% 13.8% 1.7% 3.0% 26.4% 10.8% VISA #teamvisa Pos Neg Net Who is #TeamVisa? I thought only countries compete. Oh right... Corporations are countries too. #TeamVisa isnt even an Olympic team so whoever was sitting in their office one night thinking of how to promote visa on twitter is stupid #TeamVisa in the #Sochi2014 #WinterOlympics? I bet it's the team of recruits from #TLC Extreme Couponing. 😏😏 #Olympics2014
  25. 25. Copyright ©2014 Visible Technologies, Inc. All rights reserved.25 Coke : Olympians? 2% of Coke’s Negative Campaign Posts @CocaCola No way is Coca-Cola "Super Power" for @tedligety. That's an insult to Ted Ligety. #sochi Using Olympics to sell sugar water yes I backed up the DVR to see Michelle Kwan in the Coke commercial. Yes it made me want to cry. #myhero Coke is no longer it.
  26. 26. Copyright ©2014 Visible Technologies, Inc. All rights reserved.26 McDonald’s and God 4,563 9% of McDonald’s Campaign Posts McDonald’s sponsoring the Olympics is like …  Magnum sponsoring 16 and pregnant  Trojan sponsoring a school abstinence program  Jack Daniels sponsoring AA.  Marlboro sponsoring...well...the Olympics.  Subway sponsoring Sumo Wrestling  Woody Allen sponsoring the Teen Choice Awards.  fat bastard running the American Heart Association  Nike sponsoring the Wheelchair Olympics  Jimmy Savile sponsoring Children in need.  rosa parks sponsoring the nyc metro system
  27. 27. Copyright ©2014 Visible Technologies, Inc. All rights reserved.27 Omission is a sin5
  28. 28. Copyright ©2014 Visible Technologies, Inc. All rights reserved.28 Love. Love. Love. Am I the only one who tears up at the P&G Olympic commercials? They sure do know how to get Moms! That's some good advertising there! #becauseofmom. Thanks P&G. Great Olympics commercial. Dang you P&G olympic commercials!!! I cry every time!!!! I don't know. Maybe I'm getting soft in my old age but the Budweiser puppy commercial and the Olympics one by P&G about Mother/Daughter really got to me... specially the latter. #ManTears
  29. 29. Copyright ©2014 Visible Technologies, Inc. All rights reserved.29 But … Boycotting P&G until they come up with "Thank You Dad" Olympic commercials for the fathers that sit for hours at practices, pick them back up, nurse injuries and take the equipment off these monsters. And P&G -what's all this Olympic advertising thanking Moms? You don't think Dads get out there supporting their kids too? Is anyone else as pissed off with P&G "proud sponsor of moms" ad's during the Olympics. As a father I find this line of advertising discriminatory and sexist. Shame on you Procter & Gamble Watching the Olympics and getting quite sick of watching the P&G " proud sponsor of moms" ads. Who do they think is back home working their butts off so that mommy and her baby can have those lessons and travel all over the place - pleeeeease!
  30. 30. Copyright ©2014 Visible Technologies, Inc. All rights reserved.30 Some key stats 22.4% 19.6% 2.7% 6.4% 19.7% 13.2% P&G P&G AND DADS Pos Neg Net 2% of P&G’s campaign posts 90% occurred on Twitter
  31. 31. Copyright ©2014 Visible Technologies, Inc. All rights reserved.31 Wrapping it up 1. Bold moves the needle 2. Personas trump entities 3. Promos are an enduring tactic strategy 4. Contrived associations  fluff 5. Omission is a sin
  32. 32. Copyright ©2014 Visible Technologies, Inc. All rights reserved.32 Results that Deliver Business Impact DataYou CanTrust Industry Experts Leading Technology + Deeper Insights The Visible Difference

×