Who Won The Social Media Olympics Slideshare


Published on

Presentation about the visibility of athletes and different types of sports in social media during the Winter Olympics 2010. Presented by Kalina Lipinska from Attentio during the I-COM online measurement conference in Lisbon in Marc in 2010.

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Introduction My name is Kalina Lipinska, I work at Attentio as client services manager and am managing international team of analysts covering all together 19 different languages; skills that they use working on global social media project. I have been working with Attentio for nearly 4 years now and during that time I had the chance to work with the biggest global brands from various industries like Toyota, Renault. Canon, Vodafone, Samsung, Johnson and Johnson, NATO and European Commission. Attentio is international social media monitoring company with HQ in Brussels and representatives in many other countries. In today's presentation I will show you how Attentio Brand Dashboard can be used to gather insights from social media.
  • What is this presentation about? It will show you how to use Attentio Brand Dashboard to analyse social and mainstream media and uncover the differences between these two sources. Through measuring and analysis both news and social media brands can measure the effectiveness of their and competitor’s strategy – typically news show the results of communication strategy very well, because the visibility of brands and their key topics in mainstream media is strictly related to the efforts of PR departments. In social media however we can see how brands are really perceived by customers; and it is typically not the same picture as we can see in mainstream media. Only if he key topics for brands are also discussed in social media to the same or higher extend as in news, can we speak about successful communication strategy. Finally, the perception of the same brands in different countries can be very different. Brand Dashboard provides users with comparative analytics of different markets – in this study we are looking at US, UK, Germany and France to uncover local preferences towards sport disciplines.
  • To start with we will look at the athletes to check which golden medalist is most popular; and then we will check if the most popular sport disciplines correspond with the most popular athletes. We will also have a look at the differences of popular sports in US and few European countries. On the fourth slide we will see if the sponsors are actually mentioned when the athletes they sponsor are discussed in social media. The conclusion is that gold in olympics is not equal gold in social media – and I will of course explain why did I come to that conclusion.
  • We monitored news and social media sources through january and february to see how athletes, disciplines and sponsors are discussed online. On this chart we can see the visibility of the online most popular athletes in news (grey) twitter (red) and blogs (beige) . We monitored over thirty medalists of all disciplines to see who are the most visible ones – and this is the final group. All these athletes are golden medalists in one or more disciplines. With no surprise Lindsey Vonn, the golden medalist in ladies downhill and bronze in ladies super G, wins the golden medal in visibility in online news. Second most visible athlete is Maria Riesch ( gold in ladies super combined and ladies slalom), and third Shaun white (gold in men’s halfpbipe). We can also see that the visibility of Maria Riesch and Shaun White is actually not that much higher than of the following athletes – compared to Lindsey Vonn. Now, here we have the visibility of the same athletes during the same period of time in different social media sources. Two things are striking here – the different athletes that are most visible in social media compared to news. We see that Shaun White, who was third most visible in news, is by far the most discussed athlete in social media; and Lindsey Vonn who was first in news is here second with less than half of the buzz that Shaun White gets. Finallty, Evan Lysacek – who in news was rather less mentioned, is third in social media. Second of all, we see the overwhelming dominance of Twitter in social media sources; especially looking at the overall most visible athletes (Shaun White, LinseyVonn, Evan Lysacek) we can see that their blog, Facebooka and forum visibility is not that much bigger than the visibility of other athletes in these sources; but they score very high in Twitter.
  • Here we are looking not at the athletes but at sport disciplines, to discover if the most popular disciplines correspond with the most popular athletes that we saw at the previous slide. In this case we clearly see that Curling is the most popular sport discipline in social media; and figure skating comes just right after it. Both are quite spectacular disciplines, but are not directly corresponding with the most popular athletes. Snowboard however, the sport of Shaun White is the third most popular sport in social media so there is some correspondence between the athletes and sport disciplines.
  • If we look at the popularity of the different sport disciplines and compare US, UK, Germany and France some significant differences are discovered. The most popular sport in US is Ice Hockey (yellow color) – in UK it is curling. In Germany Ice Hockey is the most discussed sport but cross country skiing is actually also quite often discussed, only 5% less than ice hockey. In France three sport disciplines are pretty much head in head in terms of popularity in social media: Ice hockey, figure skating and cross country skiing.
  • Finally, when we look at the situation at the end of the Olympics, we see four main clusters – Shaun White is co-referred with Oakley, Burton, Red Bull, AT&T and Under Armour. Lindsey Vonn’s most co-referred brands are Nike, Coca-Cola and Toyota. As next we see big cluster of several athletes and brands that are all more or less co-referred with each other; and at the end we see somehow separate cluster of JustynaKowalczyk and her sponsors.
  • The conclusion from the Olympics study is that winning gold is not necessarily buying the athlete and the sponsoring brand gold in popularity in social media. Within golden medalists there were very big differences in how often they have been discussed in social media – and also when we compared their visibility to how often they were mentioned in mainstream media we saw different athletes being mainly mentioned. Also the popularity of the disciplines is not directly the same as the popularity of athletes – Shaun White was by far the most popular athlete in social media but snowboard as sport was only second most discussed after curling and figure skating. Finally, there are main differences in sources that mention athletes and sources that mention sponsor teams – for athletes we saw enormous popularity of the athletes in twitter, which should be the social media of choice for brands sponsoring athletes; For sports we saw that the different sport disciplines were much more discussed in blogs and that’s where the brands that sponsor teams should be active in.
  • Thank you for your attention and if you have any questions about this study; or if you would like a demo of Attentio’s brand dashboard please don’t hesitate to contact me at kalina@attentio dot com; you can also use attentiocontact at attentio dot com; or connect with me on LinkedIn– please mention that you know me from the icom conference. Of course I am also available to answer your questions directly after this presentation.
  • Who Won The Social Media Olympics Slideshare

    1. 1. Who won the social media olympics?<br />
    2. 2. What is it about?<br />How can Attentio Brand Dashboard be used to get insights about social media <br />How does brand’s communication strategy resonate in social media – compared to news <br />How can brands find out what are the differences in social media perception if different countries or regions – in this study US versus European countries <br />
    3. 3. Table of contents <br />Who won the Olympics in social media?<br />Which sport won the Olympics in social media <br />Sports popularity in different countries <br />Are the sponsors co-referenced with the medalists? <br />Gold in Olympics is not equal gold in social media<br />
    4. 4. Who won the Olympics in social media?<br />Shaun White has very high visibility in Twitter during the Olympics, much higher than the other athletes. <br />Lindsey Vonn has the highest visibility in online news but rather low in social media.<br />
    5. 5. Which sport won the Olympics in social media <br />
    6. 6. Sports popularity in different countries <br />
    7. 7. Are the sponsors co-referenced with the medalists? <br />Lindsey Vonn is co-referred with Nike, Coca Cola and Toyota <br />Shaun White is co-referred with Oakley, Burton, Target and AT&T. <br />
    8. 8. Gold in Olympics is not equal gold in social media<br /> Even comparing only golden medalists with each other, significant difference in their visibility is observed. Athletes popularity within social media is not the same as their presence in online mainstream news. <br /> Popular athletes and popular disciplines are not the same; also the popularity of sport disciplines differs from country to country. <br /> For brands sponsoring athletes – Twitter is the most important social media source to be active in; for brands sponsoring teams the key social media source are blogs. <br />
    9. 9. Thank you and if you have any questions: kalina@attentio.comOR attentiocontact@attentio.com<br />