Brandwatch's Naomi Trickey explains how to make the most of social media during London 2012, what impact the Olympics will have on social media and how to approach social media monitoring and measurement.

1. Big Data meets Big Event
presents Big Challenges
April 2012
NAOMI TRICKEY: naomi@brandwatch.com | Tel: +44 (0)1273 234 290

2. Contents
• Olympic volumes of data
• Focus on relevant conversation
• Searches or queries
• Gather/Clean/Analyse/Present
• General Olympics conversation
• Brands
• Athletes’ brand associations
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3. Olympic volumes of data
of internet users globally engaged in some form of
~50% social media in 2011.
Twitter (“the SMS of the internet”):
• ~ 1 billion tweets every five days;
• Beyonce announced pregnancy and Hurricane Irene hit New
York, record tweets/second: 8,900;
• 2010 World Cup: highest number of tweets in any one second
was ~3283;
• Superbowl: ~7 million tweets over 2 weeks.
Actual usage?: between 1-10 million/day with the potential for
peaks of up to 15 million tweets.
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4. Making sense of the noise
http://www.brandwatch.com/social-media-monitoring/
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5. What does a query look like?
((((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) NOT (sex OR porn OR xxx OR viagra OR lesbian*
OR "acai berry" OR "mario sonic"~1 OR "special olympics"
OR site:(amazon.com OR amazon.co.uk OR daniweb.com OR
twitter.com OR au.eurosport.com) OR "ice hockey")
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6. Gather/Clean/Analyse/Present
http://www.brandwatch.com/social-media-monitoring/
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7. Conversation so far
SWIMMING OLYMPIC DOWNING STREET
QUALIFICATION TORCH RECEPTION
TRIALS
WORLD STELLA
ATHLETICS MCCARTNEY KIT
7%
6%
% OF THE MONTH’S BUZZ
5%
4%
3%
2%
1%
0%
DATE
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8. Brands?
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9. Brand reputation
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10. 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
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11. Data mash-ups
http://labs.brandwatch.com/superbowl/
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12. And for London 2012?
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13. Usain Bolt
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14. 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
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15. 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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