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Dealing with Big Data: Monitoring the Olympics on Social Media

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Big events such as the Olympic Games present a challenge when monitoring social media, due to the sheer amount of data. www.brandwatch.com …

Big events such as the Olympic Games present a challenge when monitoring social media, due to the sheer amount of data. www.brandwatch.com

This presentation explores how to find and focus on the relevant conversation that matters.

More in: Technology , Sports
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  • 1. Big Data meets Big Eventpresents Big ChallengesMay 2012ANDY KEETCH: andyk@brandwatch.com | Tel: +44 (0)1273 234 290
  • 2. Contents•  Olympic volumes of data•  So how to focus on relevant conversation?•  General Olympics conversation•  Conversation and brands•  Athletes’ brand associations© 2012 Brandwatch | www.brandwatch.com | @andykeetch 2
  • 3. BIG GAMES 302 events across 26 sports in 28 venues, being played by over 10,000 athletes from 205 nations© 2012 Brandwatch | www.brandwatch.com | @andykeetch 3
  • 4. BIG DATA2010 World Cup: highest number of tweets in any one second was~3283Superbowl: ~7 million tweets over 2 weeksEuropean Championships: average of 7,500 tweets a minute andDrogba’s header scored 28,000 tweets© 2012 Brandwatch | www.brandwatch.com | @andykeetch 4
  • 5. Making senseof the noise© 2012 Brandwatch | www.brandwatch.com | @andykeetch 5
  • 6. What does thatmean? ((((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)© 2012 Brandwatch | www.brandwatch.com | @andykeetch 6
  • 7. Gather/Clean/Analyse/© 2012 Brandwatch | www.brandwatch.com | @andykeetch 7
  • 8. Be careful…NOT (ass* OR azz* OR arse* OR bassterds OR bastar* OR baster* OR beastial OR beastialityOR beastility OR bestial OR bestiality OR biatch OR bitch* OR "blow job" OR blowjob ORblowjobs OR boffing OR boob OR boobs OR boobies OR boobis OR boobes OR butthole ORbuttwipe OR c0ck OR c0cks OR c0k OR "carpet muncher" OR cawk OR cawks OR clit OR cntsOR cntz OR cock* OR condom* OR crap OR cum* OR cunilingus OR cunillingus OR cunnilingusOR cunt* OR cyberfuc* OR damn OR dick OR dild* OR dilld* OR dominatr*s OR dyke ORejaculate* ORenema OR "f u c k" OR "f u c k e r" OR fag* OR faig OR faigs OR fart* OR felatio OR fellatio ORfingerfuck* OR fistfuck* OR "flipping the bird" OR Fuck* OR "fudge packer" OR Fuk* OR g00k ORgangbang* OR gay* OR god-damned OR h00r OR h0ar OR h0re OR hardcoresex OR hells ORhoar OR hoor* OR horn* OR hotsex OR jack-off OR jackoff OR jap*OR jerk-off OR jis* OR jiz* OR Upsknob* OR kock OR kondum* OR kum* OR kunilingus OR kunt* OR lesbian OR lezzian ORlipshits OR lipshitz OR lust OR lusting OR masochist OR masokist OR massterbait OR masstrb*OR masterb* OR "motha fucker" OR "motha fuker" OR "motha fukkah" OR "motha fukker”OR Mothaf* OR "mother fucker" OR "mother fukah" OR "mother fuker" OR "mother fukkah" OR"mother fukker" OR mother-fucker OR mother* OR "mutha fucker" OR "mutha fukah" OR "muthafuker" OR "mutha fukkah" OR "mutha fukker" OR pecker OR peeenus OR peeenusss OR peenusOR peinus OR pen1s OR penas OR penis* OR penu* OR phonesex OR phuc* OR phuk* ORpiss* OR poonani OR porn* OR pr1c* OR pr1k OR prick* OR profanity OR puss* OR puuk* ORqueer* OR queer* OR qweir OR recktum OR rectum OR retard OR sadist OR scank OR schlongOR screwing OR semen OR sex* OR sh!t OR sh1t* OR "s h i t" OR Shit* OR shyt* OR skank* ORslut* OR smut OR son-of-a-bitch OR sob OR "s o b" OR Suck* OR zuck* OR "s u c k" OR spunkOR tit* OR turd OR twat OR va1jina OR vag* OR vaj* OR vullva OR vulva OR w0p OR wank* ORwh00r OR wh?re OR xrated)© 2012 Brandwatch | www.brandwatch.com | @andykeetch 8
  • 9. Making data look good © 2012 Brandwatch | www.brandwatch.com 9
  • 10. The story so far 100 DAYS TO GO TOOLED UP TOWER GOT THE TORCH, MIGHT BLOCKS NEED PITCHFORKS FLAMING TORCH© 2012 Brandwatch | www.brandwatch.com 10
  • 11. Building buzz?© 2012 Brandwatch | www.brandwatch.com 11
  • 12. What’s the mood? Negative Positive© 2012 Brandwatch | www.brandwatch.com 12
  • 13. LOCOG:Might need a hug…. Negative Positive© 2012 Brandwatch | www.brandwatch.com 13
  • 14. Brand reputation© 2012 Brandwatch | www.brandwatch.com 14
  • 15. 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 15
  • 16. Look who’s talking © 2012 Brandwatch | www.brandwatch.com 16
  • 17. Ambushed!450400350300250 nike adidas200150100 50 0© 2012 Brandwatch | www.brandwatch.com 17
  • 18. Faster than aspeeding…© 2012 Brandwatch | www.brandwatch.com 18
  • 19. 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 19
  • 20. 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 20