Case Study: 2010 Vancouver Olympics Behind-the-Scenes Story: NBC and Cisco Team Up to Show the Power of Collaboration and Social Media

June 29, 2010 2010 Vancouver Olympic Winter Games The Power of Social Media & Collaboration

The Foreword
The goal of these next few slides is to show the power of two companies, NBC & Cisco, collaborating to highlight the power of social media.
This presentation not only looks at the results by the numbers, but looks at the true journey of collaboration pre-event to post event.
Check out the Cisco Flip Footage at NBCOlympics.com
“Loving Legwarmers with Bree Schaaf” from the Vancouver Olympics
NBC’s Brad Blanks asks locals in Whistler about the weather in Vancouver
Bill Schuffenhauer captures his U.S. bobsledding team’s excitement prior to Opening Ceremony
Speed skater Allison Baver preps for training at Vancouver Games
Tug-of-war between U.S. & Canada bobsled teams
NBC’s Brad Blanks interviews Queen Latifah at the 2010 Olympics

Objectives
Capture the culture of the 2010 Vancouver Winter Games from fans, journalists, and athletes before and during the games
Help speed up the delivery of online video content while reducing production cost
Extend the reach of the Games beyond NBCOlympics.com

Strategy
Before Event: Create excitement by highlighting how Cisco and NBC help revolutionize viewer experience at the Olympics
At Event:
Find a low-cost, low-fuzz alternative for video production
Encourage recording and sharing of footage
Put users in driver’s seat
After Event: Keep event “alive” by continuing to share user-generated content

Tactics
Cisco provided Flip cameras to NBC who distributed them to US athletes, bloggers, analysts, etc. before event to record the behind-the-scenes story
NBC production crew edited and posted footage submitted by Flip users
Both companies leveraged all Cisco and NBC social media channels
Teams used consistent tagging in social media to increase reach
E.g., as #Flip, #Vancouver2010, # Olympics hashtags on Twitter
Both teams integrated social media into their online presence

Pre-Event
Create excitement by highlighting how Cisco and NBC help revolutionize viewer experience at the Olympics
Cisco Facebook Cisco Blogs Cisco YouTube videos Cisco Twitter Anticipation Building

Event
Drive content creation and consumption
Athletes create video using Flip provided by Cisco NBC edits user-generated footage Cisco Social Media Channels NBC Social Media channels Edited videos distributed via

Event
Connect social media, user-generated content (UGC) and online marketing to help facilitate content discovery
NBC displays NBC and Cisco tweets on NBCOlympics.com Cisco blog points back to NBCOlympics.com and embeds user-generated video Online marketing to help promote social media and UGC Social media to help promote online marketing and UGC NBCOlympics.com hosts athlete’s video

How successful have social media activities been?

The Power of a Facebook Post Cisco Employee with over 600 friends’ posts note about athletes using Flip cameras at Olympics Cisco Social Media Program Manager responds back Microsoft Friend with over 3,000 friends comments on post Microsoft Friend creates related blog & video with approx. 50-60,000 visits per month Microsoft Friend tweets blog with approx. 50,000 followers 1 post reaches over 50,000 users

The Power of a Blog
Cisco blog during event generated…
About 50% increase on comments than on average posts
About 60%+ increase on # of re-tweets from blog post
#3 most viewed blog on Cisco Service Provider Blog from Feb 19 – May 10

The Power of Collaboration From January 2010 to March 2010
26 Flip videos
Over 292,000 Flip video minutes watched
Over 650,000 page views on NBCOlympics.com
Over 650,000 page views on Cisco.com
36% increase in followers on Cisco SP Video Twitter

Six Things We Would Do Differently Next Time
Capture all footage in one place instead of distributed across NBCOlympics.com
Pre-plan how, when and what type of metrics to track before the program instead of during the program
Establish clear knowledge of who the stakeholders are to leverage Flip footage and tweets
Monitor & track athletes’ tweets to increase social media awareness
Capture more photos at the Games & extend by posting on NBCOlympics.com and on Flickr
Create a more robust post-event joint social media plan

Many Thanks to…..
Cheryl Conner, George Tupy, Sara Cicero, Karen Snell, David Deans, and Don Nelson from Cisco for their support with this program.
Thank you to all of the folks from NBC for their collaboration with Cisco: Perkins Miller, Lenny Blum, Eric Hamilton, Brad Blanks, Lindsay Yaw, and Lauren Cook.
Petra Neiger for her guidance on and contributions to this presentation.
Zoya Fallah [email_address] www.twitter.com/ZoyaFallah

http://petra1400.blogspot.com	235
http://petra1400.blogspot.in	3
http://petra1400.blogspot.ca	3
http://petra1400.blogspot.co.uk	3
http://petra1400.blogspot.com.ar	2
http://petra1400.blogspot.com.au	2
http://petra1400.blogspot.mx	1

Case Study: 2010 Vancouver Olympics Behind-the-Scenes Story: NBC and Cisco Team Up to Show the Power of Collaboration and Social Media

by Petra Neiger on Jul 12, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

7 Embeds 249

Statistics

Case Study: 2010 Vancouver Olympics Behind-the-Scenes Story: NBC and Cisco Team Up to Show the Power of Collaboration and Social Media — Presentation Transcript