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2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
2012 Olympics Social Media Analysis Part 1
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2012 Olympics Social Media Analysis Part 1

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  • 1. Social  Media  Audit   July  2012  
  • 2. Methodology  of  This  Report  §  Objec:ve  of  this  report:     §  Iden:fy  and  analyze  social  media   conversa:ons  about  the  2012  Summer   Olympics  §  Analy:cs  Solu:on:  ADensity  Analyze  §  Content  Sources:  TwiDer,  Blogs,   Forums,  Youtube  and  other  social   media  sites  §  Timeframe:  June  25,  2012  to  July  24,   2012  and  covering  the  Omaha  Swim   trials  §  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 7/27/12 l Footer
  • 3. Sen:ment  vs  Non-­‐Sen:ment  Report  Social  conversa3ons  include  both  sen3ment  and    non-­‐sen3ment  §  Over  98%  of  posts  expressed   sen:ment  §  Key  themes  included   excitement  over  the  opening   ceremonies  as  well  as  for  the   games,  and  fans  wishing  their   favorite  athletes  luck   3 7/27/12 l Footer
  • 4. Sen:ment  Report  The  majority  of  the  comments  were  posi3ve  §  An  overwhelming  98%  of  the   comments  contained  posi:ve   sen:ment  Fan Excitement for the openingceremony of the 2012 Summer Olympics was a key driver in positive sentiment 4 7/27/12 l Footer
  • 5. Sen:ment  Report  Most  of  the  tweets  expressed  excitement  to  watch  the  London  Olympics:   5 7/27/12 l Footer
  • 6. Sen:ment  Report  Posi3ve  and  Nega3ve  Sen3ment  Details  §  Other  posi:ve  men:ons  were   about  Marke:ng  and  the   Events  §  Most  of  the  nega:ve   comments  focused  on  people   ha:ng  the  Olympics  because  of   their  dislike  for  sports  or   annoying  commercials   6 7/27/12 l Footer
  • 7. Hashtags  and  TwiDer  Handles  The  #London2012  hashtag  was  found  in  over  18,500  tweets  within  this  3meframe   A  closer  look  at  the  most   frequently  encountered   TwiOer  handles  on  the   2012  Olympics  shows  that   there  is  excitement   brewing  over  rumors  that   the  pop  group  One   Direc3on  will  perform   7 7/27/12 l Footer
  • 8. Social  Conversa:ons  during  the  Olympic  Trials  Comments  were  analyzed  from  the  following  sources  for  the  Omaha  Swim  Trials:  §  93%  of  conversa:ons  were   from  TwiDer  §  4  %  were  from  Forums  §  The  rest  were  found  in  Blogs,   YouTube  and  other  social   media  sources   8 7/27/12 l Footer
  • 9. Michael  Phelps  and  Ryan  Lochte   Tweets  from  the  LochteNa3on  drove   up  the  overall  volume  of  Lochte   men3ons,  eclipsing  that  of  Phelps   Tweets from Lochte fans and retweets of the swimmer’s status messages contributed to a massive spike of comments on July 19 9 7/27/12 l Footer
  • 10. Spikes  in  Conversa:ons  7/19/2012  aDributed  to  Ryan  Lochte  twee:ng  he  will  take  phone  calls  from  fans!       Adoring  fans  are   retwee3ng   @ryanlochte  
  • 11. ADensity’s  Voice  tags  capture  the  nuances  in  social   sen:ment  to  find  opportuni:es  “I  want  to  talk”  (Intent)  “Who  wants  a  call  from  me?”  (Ques3on)  Small  differences  can  have  significant  impact  on  the  kind  of  ac3on  you  would  take  on  a  message  or  where  you  would  route  it      
  • 12. Ryan’s  Facebook  Page  causes  another  spike  in  conversa:on  volume  with  his  AT&T  commercial  
  • 13. Lochte-­‐Phelps  Sen:ment  Details  Fan  reac3ons  to  Phelps  and  Lochte  §  Support  for  Ryan  Lochte  accounted  for  almost  50%  of  posi:ve  comments,  while  Michael  Phelps  garnered  only   30%  of  the  posi:ve  comments  §  Nearly  90%  of  nega:ve  comments  focused  on  Michael  Phelps   13 7/27/12 l Footer
  • 14. Posi:ve  Sen:ment  on  Phelps   96%  of  Phelps   comments   contained   posi3ve   sen3ment  from   his  fans   14 7/27/12 l Footer
  • 15. Posi:ve  Sen:ment  on  Lochte   Fans  of  Lochte   praised  the   §   90.36%   swimmer  with   encouraging   Express   remarks  resul3ng  in   posi3ve   a  99%  posi3ve   thoughts   sen3ment  ra3ng   about  Ryan   Lochte   15 7/27/12 l Footer
  • 16. Ryan  Lochte  has  created  an  en:re  fanbase  dubbed   “The  Lochte  Na:on”    16 7/27/12 l Footer
  • 17. Nega:ve  Sen:ment  on  Phelps   Phelps  cri3cs  brought  up  his   marijuana  scandal  as  well  as   commented  on  growing  3red   of  hearing  about  him   17 7/27/12 l Footer
  • 18. Nega:ve  Sen:ment  on  Lochte   Some  Lochte  detractors   posted  nega3ve  comments   claiming  that  the  athlete  is   rude,  while  others  look   forward  to  Phelps  defea3ng   him  in  London   18 7/27/12 l Footer
  • 19. Phelps  vs  Lochte  Dashboard  Snapshot   19 7/27/12 l Footer
  • 20. Thank  You  

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