Social	  Media	  Audit	              London	  Olympics	              August	  2012	  
Methodology	  of	  This	  Report	  §  Objec:ve	  of	  this	  report:	  	         §  Iden:fy	  and	  analyze	  top	  soci...
Sen:ment	  vs	  Non-­‐Sen:ment	  Report	  Social	  conversa:ons	  include	  both	  sen:ment	  and	  non-­‐sen:ment	  §  O...
Sen:ment	  Report	   The	  majority	  of	  the	  comments	  were	  posi:ve	   §  An	  overwhelming	  98%	  of	  the	  com...
Closing	  Ceremony	  Most	  of	  the	  posts	  expressed	  rumors,	  news	  and	  excitement	  about	  Closing	  Ceremony	...
Hashtags	  and	  TwiQer	  Handles	                                                                 A	  frequently	  encoun...
Michael	  Phelps	  and	  Ryan	  Lochte	  Tweets	  from	  the	  LochteNa:on	  kept	  volume	  neck	  and	  neck	  with	  Ph...
Posi:ve	  Sen:ment	  for	  Michael	  Phelps	  Fan	  reac:ons	  to	  Phelps	  and	  Lochte	                                ...
Ryan	  Lochte	  and	  Michael	  Phelps	  Inspire	  a	  Genera:on	   9    8/12/12 l Footer
Michael	  Phelps	  is	  #Golden	  Phelps	  in	  Most	  Decorated	  Olympian	   10   8/12/12 l Footer
Gymnas:cs	  Coverage	  &	  Overall	  Sen:ment	  §  An	  overwhelming	  95%	  of	  the	  comments	  contained	          po...
Gymnas:cs	  Fan	  Support	  Causes	  a	  Spike	  July	  31,	  2012	                                 London Womens Gymnasti...
Who	  got	  the	  most	  buzz	  from	  the	  Fierce	  Five	  and	  Men’s	  Gymnas:cs	  Team	  Members?	                   ...
Comments	  about	  Sam	  Mikulak	  and	  Mckayla	  Maroney	   14   8/12/12 l Footer
Gabby	  “Flying	  Sqirrel”	  Douglas	  vs.	  Jordyn	  Wieber	   15   8/12/12 l Footer
Posi:ve	  Sen:ment	  on	  Gabby	  Douglas	   16   8/12/12 l Footer
Gabby	  Douglas	  won	  the	  gold	  medal	  in	  uneven	  bars,	  silver	  in	  the	  all-­‐around,	  and	  bronze	  in	 ...
Posi:ve	  Sen:ment	  on	  Jordyn	  Wieber	   18   8/12/12 l Footer
Jordyn	  Wieber	  is	  a	  “Heartbroken	  Favorite”	  	   19   8/12/12 l Footer
Gymnas:cs	  Dashboard	  Snapshot	   20   8/12/12 l Footer
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2012 Olympics Social Media Analysis Part 2

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2012 Olympics Social Media Analysis Part 2

  1. 1. Social  Media  Audit   London  Olympics   August  2012  
  2. 2. Methodology  of  This  Report  §  Objec:ve  of  this  report:     §  Iden:fy  and  analyze  top  social  media  conversa:ons  and  men:ons   from  the  2012  Summer  Olympics   §  Timeline:  June  24th  Swim  &  Gymnas:cs  Trials  to  August  7th  Final   Women’s  Gymnas:cs  Medal  Events   §  How  has  sen:ment  reversed  for  Michael  Phelps  and  Lochte   since  AQensity’s  last  analysis  as  Phelps  gained  momentum  in  his   final  races  and  was  proclaimed  the  “greatest  Olympian  ever”   §  Social  Buzz  about  the  Fab  5  and  Men’s  Gymnas:c  Team  plus  a   look  into  the  world  of  Gabby  Douglas  and  Jordan  Weiber  from   their  fans  §  Analy:cs  Solu:on:  AQensity  Analyze  §  Content  Sources:  TwiQer,  Facebook,  Blogs,  Forums,   Youtube  and  other  social  media  sites  §  Key  Metrics:   §  Distribu:on  -­‐  %  of  comments  by  data  source   §  Sen:ment  –  Tone  of  the  posts   §  Non-­‐sen:ment  –  ac:onable  ques:ons,  sugges:ons  and   recommenda:ons  and  customer  profile  data   2 8/12/12 l Footer
  3. 3. Sen:ment  vs  Non-­‐Sen:ment  Report  Social  conversa:ons  include  both  sen:ment  and  non-­‐sen:ment  §  Over  99%  of  posts  expressed  sen:ment  §  Key  themes  included  commentary  about  the  closing  ceremonies,  up  to  the   minute  excitement  about  the  final  week  of  games  and  worldwide  and   hometown  fans  sharing  their  pride     3 8/12/12 l Footer
  4. 4. Sen:ment  Report   The  majority  of  the  comments  were  posi:ve   §  An  overwhelming  98%  of  the  comments  contained   posi:ve  sen:ment  Positive sentiment and excitement around who will perform at the closing ceremonies was a key driver and shows people see this as a big part of the Olympics 4 8/12/12 l Footer
  5. 5. Closing  Ceremony  Most  of  the  posts  expressed  rumors,  news  and  excitement  about  Closing  Ceremony  performances  with  tweets  to  ar:sts  confirming  the  lineup   5 8/12/12 l Footer
  6. 6. Hashtags  and  TwiQer  Handles   A  frequently  encountered  TwiQer  handle   on  the  2012  Olympics  is  Liam  Payne,  a   member  of  the  Bri:sh-­‐Irish  boy  band,   One  Direc:on.     1D  is  set  to  perform  at  the  closing   ceremonies.  If  you  have  never  heard  of   them  you  know  them  now.  657,165   people  are  talking  about  them.  The  #London2012  hashtag  and  #olympics  hashtag  show  up  in  tweets  with  similar  frequency  with  counts  44,410  and  37,194  respec:vely     6 8/12/12 l Footer
  7. 7. Michael  Phelps  and  Ryan  Lochte  Tweets  from  the  LochteNa:on  kept  volume  neck  and  neck  with  Phelp’s  social  volume  which  increased  as  he    began  gaining  momentum  on  his  final  races  and  being  proclaimed  the  "greatest  Olympian  ever.”   Phelps and Lochte haveLochte  is  s:ll   nearly the same socialloved  and  has   volume as fans cannot decide who should winfans  enamored  with  his  wit  while  Phelps  is  now  a  legend.  People  are  s:ll  inspired  to  talk  about  both  of  them     7 8/12/12 l Footer
  8. 8. Posi:ve  Sen:ment  for  Michael  Phelps  Fan  reac:ons  to  Phelps  and  Lochte   8/2 Phelps won his 16th Olympic Gold Medal when he edged out Ryan Lochte to win the 200-meter§  Michael  Phelps  alone  received  the  most  posi:ve   individual medley with a time of 1:54.27, making sen:ment  at  65%   him the first male swimmer to win the same event on 3 consecutive§   Spikes  in  Volume  for  Phelps  on  7/31,  8/2  and  8/4   Olympics 8/4 Phelps ends 7/31 Phelps won a silver medal Olympic in the 200-meter butterfly by only career with 5/100th of a second, and a gold 22 medals medal in the 4X200-meter (Gold - 18; freestyle relay to become the all- Silver - 2; time record holder for most Bronze – 2) Olympic medals won 8 8/12/12 l Footer
  9. 9. Ryan  Lochte  and  Michael  Phelps  Inspire  a  Genera:on   9 8/12/12 l Footer
  10. 10. Michael  Phelps  is  #Golden  Phelps  in  Most  Decorated  Olympian   10 8/12/12 l Footer
  11. 11. Gymnas:cs  Coverage  &  Overall  Sen:ment  §  An  overwhelming  95%  of  the  comments  contained   posi:ve  sen:ment  §  Women  gymnas:cs  had  the  most  volume  of  social   conversa:on  vs.  men  gymnas:cs.  Conversa:ons   about  the  men’s  team  declined  aler  plumme:ng  to   5th  place  aler  leading  qualifica:ons.  The  women  had   a  chance  for  the  first  team  :tle  since  1996,  in  part   because  the  strength  of  Weiber  and  Douglas     11 8/12/12 l Footer
  12. 12. Gymnas:cs  Fan  Support  Causes  a  Spike  July  31,  2012   London Womens Gymnastics Team Moving On. They celebrated their medals during the ceremony for the Artistic Gymnastic’s Women Team Final and became a big deal back home 12 8/12/12 l Footer
  13. 13. Who  got  the  most  buzz  from  the  Fierce  Five  and  Men’s  Gymnas:cs  Team  Members?   §  McKayla  Maroney    -­‐    30,374   comments  and  U  of  M  Samuel   Mikulak  -­‐  18,471  comments  -­‐ surprisingly  scored  the  most   buzz  amongst  their  teammates   §  Jordyn,  Aly,  “The  Surprise   Contender”,  and  Gabby  were  all   in  the  same  range  with  between   23,000  and  25,000  comments   13 8/12/12 l Footer
  14. 14. Comments  about  Sam  Mikulak  and  Mckayla  Maroney   14 8/12/12 l Footer
  15. 15. Gabby  “Flying  Sqirrel”  Douglas  vs.  Jordyn  Wieber   15 8/12/12 l Footer
  16. 16. Posi:ve  Sen:ment  on  Gabby  Douglas   16 8/12/12 l Footer
  17. 17. Gabby  Douglas  won  the  gold  medal  in  uneven  bars,  silver  in  the  all-­‐around,  and  bronze  in  floor   17 8/12/12 l Footer
  18. 18. Posi:ve  Sen:ment  on  Jordyn  Wieber   18 8/12/12 l Footer
  19. 19. Jordyn  Wieber  is  a  “Heartbroken  Favorite”     19 8/12/12 l Footer
  20. 20. Gymnas:cs  Dashboard  Snapshot   20 8/12/12 l Footer
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