The document discusses how social media activity around the 2012 London Olympics will generate massive amounts of data, presenting both opportunities and challenges for making sense of relevant conversations. It provides examples from past major events like the World Cup to illustrate the scale of data. It then outlines Brandwatch's capabilities for gathering, analyzing, visualizing and monitoring social data and conversations around the Olympics in order to identify trends, monitor brand sentiment, see where and by whom topics are being discussed, and more.

1. Big Data meets Big Event
presents Big Challenges
May 2012
ANDY 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 DATA
2010 World Cup: highest number of tweets in any one second was
~3283
Superbowl: ~7 million tweets over 2 weeks
European Championships: average of 7,500 tweets a minute and
Drogba’s header scored 28,000 tweets
© 2012 Brandwatch | www.brandwatch.com | @andykeetch 4

5. Making sense
of the noise
© 2012 Brandwatch | www.brandwatch.com | @andykeetch 5

6. What does that
mean?
((((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 beastiality
OR beastility OR bestial OR bestiality OR biatch OR bitch* OR "blow job" OR blowjob OR
blowjobs OR boffing OR boob OR boobs OR boobies OR boobis OR boobes OR butthole OR
buttwipe OR c0ck OR c0cks OR c0k OR "carpet muncher" OR cawk OR cawks OR clit OR cnts
OR cntz OR cock* OR condom* OR crap OR cum* OR cunilingus OR cunillingus OR cunnilingus
OR cunt* OR cyberfuc* OR damn OR dick OR dild* OR dilld* OR dominatr*s OR dyke OR
ejaculate* OR
enema OR "f u c k" OR "f u c k e r" OR fag* OR faig OR faigs OR fart* OR felatio OR fellatio OR
fingerfuck* OR fistfuck* OR "flipping the bird" OR Fuck* OR "fudge packer" OR Fuk* OR g00k OR
gangbang* OR gay* OR god-damned OR h00r OR h0ar OR h0re OR hardcoresex OR hells OR
hoar OR hoor* OR horn* OR hotsex OR jack-off OR jackoff OR jap*OR jerk-off OR jis* OR jiz* OR
Ups
knob* OR kock OR kondum* OR kum* OR kunilingus OR kunt* OR lesbian OR lezzian OR
lipshits 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 "mutha
fuker" OR "mutha fukkah" OR "mutha fukker" OR pecker OR peeenus OR peeenusss OR peenus
OR peinus OR pen1s OR penas OR penis* OR penu* OR phonesex OR phuc* OR phuk* OR
piss* OR poonani OR porn* OR pr1c* OR pr1k OR prick* OR profanity OR puss* OR puuk* OR
queer* OR queer* OR qweir OR recktum OR rectum OR retard OR sadist OR scank OR schlong
OR screwing OR semen OR sex* OR sh!t OR sh1t* OR "s h i t" OR Shit* OR shyt* OR skank* OR
slut* OR smut OR son-of-a-bitch OR sob OR "s o b" OR Suck* OR zuck* OR "s u c k" OR spunk
OR tit* OR turd OR twat OR va1jina OR vag* OR vaj* OR vullva OR vulva OR w0p OR wank* OR
wh00r 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!
450
400
350
300
250
nike
adidas
200
150
100
50
0
© 2012 Brandwatch | www.brandwatch.com 17

18. Faster than a
speeding…
© 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. Contact
EMAIL: contact@brandwatch.com
WEB: http://www.brandwatch.com
TWITTER: @brandwatch
PHONE:
UK: +44 (0)1273 234 290
US: +1 212 229 2240
Germany: +49 (0)711 912 442 04
FAX:
UK: +44 (0)1273 234 291
DOCUMENT LIMITATION
The information given in this document has been checked for accuracy and completeness however Brandwatch
shall not be liable for any errors or omissions.
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4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
© 2012 Brandwatch | www.brandwatch.com 20