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Wimbledon and Hill+Knowlton


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In this case study, we learn how Hill+Knowlton
- Identified the most important social posts and tracked trends in conversation
- Produced daily snapshot reports that helped inform decision-making
- Used real-time Alerts, Signals and analysis to stay ahead of potential stories

Published in: Social Media
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Wimbledon and Hill+Knowlton

  1. 1. © Case Study/ Wimbledon and Hill+Knowlton Managing reputation in real-time
  2. 2. Wimbledon/ Case Study 02 1877YEAR FOUNDED 1Billion GLOBAL AUDIENCE VIEWED ACROSS 200TERRITORIES 139,435PORTIONS OF STRAWBERRIES SERVED IN 2016 About Wimbledon Wimbledon is the oldest tennis tournament in the world and is widely considered the most prestigious. It has been held at the All England Club in Wimbledon, London since 1877. Wimbledon is one of the four Grand Slam tennis tournaments and the only major still played on a grass court. About Hill+Knowlton Strategies Hill+Knowlton Strategies, Inc. is an international communications consultancy, providing services to local, multinational and global clients. The firm is headquartered in New York, with 87 offices in 49 countries, as well as an extensive associate network. The agency is part of WPP, one of the world’s largest communications services groups.
  3. 3. Wimbledon/ Case Study 03 Wimbledon is the oldest lawn tennis tournament in the world. Founded in 1877, the tournament now attracts a global audience of over 1 billion and offers £2 million in prize money to the singles winners. Although an organization steeped in history and tradition, Wimbledon is fully embracing the 21st century and the digital savvy viewer, attracting 9.6m visits to its site, up from 8.4m in 2015. The Championship also recorded a huge increase in its social media audience from 8.5million in 2015 to 10.5m in 2016. With such a huge social audience Wimbledon needed to be able to keep track of the conversation happening online to help manage its reputation and inform decision making during the two week tournament. Hill+Knowlton has partnered with Wimbledon for the past 3 years, offering its skills, knowledge and expertise in the communications area. For 2016 Hill+Knowlton, alongside Brandwatch, worked throughout the duration of the tournament to provide real-time insights and track trends in online conversation around key themes. Background
  4. 4. Wimbledon/ Case Study 04 Hill+Knowlton was responsible for producing a daily monitoring report that would be sent to its client Wimbledon for the duration of the tournament, from Thursday 23rd June through to 10th July 2016. The purpose of these daily reports was to help the tournament organizer, the All England Lawn Tennis Club (AELTC), with reputation management during the tournament, by providing a snapshot of conversation throughout each day, to help inform any necessary decision making, enabling teams to be a step ahead and understand how people inside the ground at Wimbledon were talking about their experiences. People all over the globe were talking about Wimbledon. Hill+Knowlton’s team in London needed to capture and analyze this online conversation, with a particular focus on conversation coming from the UK, USA and Australia. Hill+Knowlton needed to be able to identify conversation from key social media influencers and segment this from conversation coming from the general public. The agency was also aware of the huge volume of traditional media coverage surrounding The Championship and wanted to avoid tracking the constant sharing of links and reposting of articles flooding the results. It was also important for Hill+Knowlton to have the ability to include visual analytics within the daily report – graphs and visual aids that would highlight trends in peaks and troughs around specific topics. The Scope
  5. 5. Wimbledon/ Case Study 05 For Hill+Knowlton the importance around real-time monitoring was to be alerted whenever there was a sudden increase in discussion around a specific topic, in particular any topic that was trending online. The Alerts feature in Brandwatch Analytics helped the agency stay on top of what people were saying by delivering notifications about shifts in data. Hill+Knowlton also wanted to be made aware in real-time of increased conversation levels (among the general public as well as VIPs) on pre-defined topics. Threshold Alerts from Brandwatch Analytics were set up to notify the team whenever a Query increased in volume above a certain threshold. For example, when a Query volume doubled in volume. Threshold Alerts would inform the team as soon as a big spike in conversation occurred, allowing them to keep ahead and be prepared from a reputation management perspective. Brandwatch Signals Cutting through the noise on social to identify key data that matters is critical, especially during live events. Brandwatch Signals provided Hill+Knowlton with a powerful real-time layer of insight and assurance, helping the AELTC to make real-time decisions and stay ahead of conversation around the tournament. Real-time email Alerts were sent to the team whenever Brandwatch Analytics recorded notable or unusual social activity around specific topics. For reputation management purposes this was incredibly value for the team during the two week period. Brandwatch Signals can alert individuals to: • Emerging topics or customer service issues gaining traction on social • New hash tags being used alongside mentions of the brand, which may be potentially harmful, or conversely present an opportunity to better engage with the community • Spikes in brand conversations, globally or regionally • An influential author talking about the brand, whether positively or negatively • Customer questions, complaints, and praise can be easily verified and posts requiring responses can be prioritized in real-time Reputation Management
  6. 6. Wimbledon/ Case Study 06 Key Influencer Tracking As one of the most prestigious tournaments in the world, all eyes were on Wimbledon for the two weeks. Wimbledon attracts the attention of millions of fans, including some famous faces. Centre Court at Wimbledon holds The Royal Box which has been used by various members of the Royal family, including the Duke and Duchess of Cambridge and Queen Elizabeth II. Tweets from Key Opinion Leaders (KOL) and VIPs would be seen during the tournament. Hill+Knowlton provided Brandwatch with a list of known KOL and VIPs they wanted to ensure were being listened to, using the Brandwatch Analytics social listening platform. Having this list set-up as an Author group within Brandwatch allowed Hill+Knowlton to conduct detailed analysis on the particular influencers and easily identify what content they are sharing and retweeting, as well as monitor when conversation levels amongst this group rose. This again allowed the team to stay ahead of potential stories.
  7. 7. Wimbledon/ Case Study 07 To help inform decision making and to stay ahead of the news, Hill+Knowlton sent the team at Wimbledon daily monitoring reports containing information on important issues and key themes throughout the day. The snapshot reports aimed to provide information that was easy to digest. The ability to insert word clouds and visual analytics into the daily reports was incredibly important. Graphs and topic clouds from Brandwatch Analytics Dashboards were inserted into the daily reports, which helped easily identify peaks and troughs of conversation on topics. Daily Reporting
  8. 8. Wimbledon/ Case Study 08 Over the two week period people all over the globe took to social media to talk about the tournament. By supplying Wimbledon with a snapshot of what was being said, Hill+Knowlton helped to preserve Wimbledon’s prestigious reputation. The 2016 Championships was the first time Hill+Knowlton had partnered with Brandwatch, who helped the agency quickly identify the most important posts and track trends in conversation. “Brandwatch’s assistance in refining the search strings and providing 24/7 technical support and consultancy was a great help for us. We look forward to strengthening our partnership and working together in the future” JENNIFER GIFF, CONSULTANT AT HILL+KNOWLTON Summary
  9. 9. Wimbledon/ Case Study 09 About Brandwatch Brandwatch is the world’s leading social intelligence company. Brandwatch Analytics and Vizia products fuel smarter decision making around the world. The Brandwatch Analytics platform gathers millions of online conversations every day and provides users with the tools to analyze them, empowering the world’s most admired brands and agencies to make insightful, data-driven business decisions. Vizia distributes visually- engaging insights to the physical places where the action happens. The Brandwatch platform is used by over 1,200 brands and agencies, including Unilever, Cisco, Whirlpool, British Airways, Heineken, Walmart and Dell. Brandwatch continues on its impressive business trajectory, recently named a global leader in enterprise social listening platforms by the latest reports from several independent research firms. Increasing its worldwide presence, the company has offices around the world including Brighton, New York, San Francisco, Berlin, Paris and Singapore. Brandwatch. Now You Know. About Hill+Knowlton Strategies Hill+Knowlton Strategies, Inc. is an international communications consultancy, providing services to local, multinational and global clients. The firm is headquartered in New York, with 87 offices in 49 countries, as well as an extensive associate network. The agency is part of WPP, one of the world’s largest communications services groups. About
  10. 10. @Brandwatch | Brandwatch Blog |