"Thank You Mom" Special Olympics Social Media Case Study

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http://www.spiral16.com Online monitoring solution Spiral16 collected sentiment, key terms, and influential voices from blogs, social media, video, and news sites to put together a comprehensive web report on the success of the "Thank You Mom" Special Olympics campaign.

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Our experienced team gives brands and businesses valuable insights, trend reports, and makes recommendations on how to utilize online data collected by the Spiral16 platform.

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"Thank You Mom" Special Olympics Social Media Case Study

  1. 1. “THANK YOU MOM” OverviewThank You Mom Initiative with Special Olympics 2011The “Thank You Mom” campaign P&G started during the 2010 Winter Olympicsand it was rebooted for a special initiative surrounding the Special Olympics2011. The Thank You Mom - Special Olympics campaign kicked off right beforeMother’s Day 2011.Spiral16, a Web and social media monitoring company, performs research andanalysis on PR and Brand campaigns that we believe are exceptional in nature.The recent Thank You Mom initiative with Special Olympics caught our attentionand we began studying the campaign early. The results of the campaign wereextraordinary and we put these results in report form for your review. 1
  2. 2. “THANK YOU MOM” Key Observations, Part 1Thank You Mom Initiative with Special Olympics 2011This PR initiative is a text book example on brand engagement online. A fewobservations about the campaign from a research and media perspective:Strong Mom Blogger Campaign Evangelists – The mom bloggers who were engaged forP&G’s campaign were extremely effective. The data shows that the mom bloggers wereamong the most influential and powerful sources for spreading the campaign message.DeVries PR and P&G Communicated Very Effectively - Spiral16 research shows thatthe brand is at the center of the campaign, and the brand is in control of the communicationand flow of the message. In addition, the communication with the blogger evangelistsresulted in a unified, consistent message across the various blogs and bloggers. 2
  3. 3. “THANK YOU MOM” Key Observations, Part 2Thank You Mom Initiative with Special Olympics 2011Concentration on Blogs + Facebook as Primary Online Medium – The campaign messagewas concentrated mainly on blogs with a focus on the Facebook page for the campaign. Themessage wasn’t watered down or spread too think across many different channels which oftenoccurs with online media initiatives. The PR team used the proven principal of “Concentrate todominate” and it worked beautifully.Crossover Media Exposure Due to Strength of TYM Special Olympics Campaign – Thestrength of the campaign brought additional visibility surrounding the P&G brand online during theMay-July time period. Our research showed that other P&G news stories showed up prominentlyin the data, riding the wave of the strong TYM campaign. 3
  4. 4. “THANK YOU MOM” About ResearchSpiral16 Data and ResearchSpiral16 ResearchThe Spiral16 team researched the Thank You Mom Special Olympics campaign from March 1 toJuly 16. Our software brought back almost 700 unique web pages, which we reviewed manually,using a data set of 266 unique web pages for this report.Spiral16 cannot presume to know all the details of a well executed campaign like Thank You MomSpecial Olympics. However, we believed this campaign made an excellent report because theresearch showed very clearly the strong performance of the campaign. 4
  5. 5. THANK YOU MOM –SPECIAL OLYMPICS CAMPAIGNSentiment: March – July 2011 PAGE SENTIMENT Page sentiment was insanely positive for the campaign. Thank You Mom – Special Olympics data was 91% positive, 8% neutral and 0% negative. I rechecked the data multiple times because it’s so rare to find such Chart above shows campaign sentiment measured from high positive, low March 1 through July 17. negative sentiment ratings. 5
  6. 6. THANK YOU MOM –SPECIAL OLYMPICS CAMPAIGNSentiment: May – June 2011 PAGE SENTIMENT Thank You Mom – Special Olympics data for the core of the campaign--May through July—showed 94% positive sentiment with only 6% neutral sentiment. Chart above shows campaign sentiment measured from May 1 through July 17. 6
  7. 7. THANK YOU MOM –SPECIAL OLYMPICS CAMPAIGNWord CloudKEY TERMS ASSOCIATED WITH CAMPAIGN The main keywords and terms surrounding online conversations about Thank You Mom – Special Olympics results were consistent with the main campaign message. 7
  8. 8. THANK YOU MOM –SPECIAL OLYMPICS CAMPAIGNCampaign Activity Across Site TypesEARLY RESULTS: BLOGS AND NEWS SITES MAIN SOURCES OF CAMPAIGN ACTIVITY Early results from Spiral16 data shows that blogs and news sites were main sources of online activity for the Thank You Mom – Special Olympics initiative. Early results show a powerful blog presence for the campaign. 8
  9. 9. THANK YOU MOM –SPECIAL OLYMPICS CAMPAIGNWord CloudKEY TERMS ASSOCIATED WITH CAMPAIGN The main keywords and terms surrounding online conversations about Thank You Mom – Special Olympics results were consistent with the main campaign message. 9
  10. 10. THANK YOU MOM –SPECIAL OLYMPICS CAMPAIGNInfluential Pages and Bloggers The Spiral16 software was built with its own web crawler that works like a search engine. Our software was built to target influential sources within a topic of search and we have a proprietary influence algorithm that ranks each page—by the topic you are searching for. Unlike other monitoring platforms, Spiral16 software can be trained to act as a mini search engine for your topic. One of the most effective features of Spiral16 is that we offer the ability to efficiently and quickly target the data sources with the greatest impact. Interesting results about some of the top influential pages returned in the Spiral16 search: Blogger Jessica Gottlieb held the number one position of the most influential web source in the topic searched. Gottlieb’s “Contact Us” page came in #15 in the influence ranking. 10
  11. 11. THANK YOU MOM –SPECIAL OLYMPICS CAMPAIGNInfluential Pages and Bloggers Interesting results about some of the top influential pages returned in the Spiral16 search: Influential Sources - Second to Jessica Gottlieb in terms of influence, AlphaMom founder Isabel Kallman was a strong second in terms of online influence and weight. Pages from the SITS Girls, Heather Spohr and Tanis Miller followed Gottlieb and Kallman in terms of of highly ranked influential pages within the topic. Pages from the Devries PR website and blog ranked #5 and #16 respectively in the influence ranking for the topic. This reflect the strong footprint of the Devries firm and how this footprint benefits clients. The Thank You Mom page on PG.com and the Thank You Mom Twitter and Facebook branded pages were in the top results (Top 25) showing that people look to the branded sites as a resource, which shows trust for the brand. 11
  12. 12. Visual map of the ThankYou Mom -SpecialOlympicsVisual map of search datashows how effectiveDeVries PR and P&Gcommunicated the Jessica Gottliebcampaign message online.Brand initiatives are at thecenter of the conversations.In addition, the bloggersengaged to communicatethe campaign are central to TYM Bloggersthe communication. TY Mom FacebookThe most influential “voice”of the bloggers engaged for P&Gthis campaign, JessicaGottlieb, shows up in thecenter of the onlineconversations but Gottliebalso spun off her own littleuniverse of online buzzsurrounding Thank YouMom/Special Olympics. Spiral16 - Visual Map of Search Data
  13. 13. IMAGE KEYBlogs : Blog platforms and sitesNews : New and traditional news portalsSocial : Forums, message boards, micro blogs, social networking, social bookmarksGeneral Information : Corporate sites, reference sites, non-categorized informationShopping & Review : Shopping portals, consumer and product review, coupon sitesVideo : Video aggregators and portal Positive Sentiment Negative Sentiment Neutral Sentiment 13

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