Social media measurement case study for the London 2012 Organising Committee, presented at Social Media Results 2012 conference.

1. Social Media Measurement
Workshop
Celina Burnett
@celinacburnett

2. Agenda
Social Olympics
Case Study
Practical Pointers

3. “Socialympics”
> Reach
> Listening
> Mobile
> Real-time
> Journalism

4. 0
1
2
3
4
5
01-Jul 08-Jul 15-Jul 22-Jul 29-Jul 05-Aug 12-Aug
Millions
Foursquare
Google+
Twitter
Facebook
4.7m followers

5. 0
50
100
150
200
250
300
16-Feb 16-Apr 16-Jun 16-Aug
Thousands
"Olympic(s)" /
"London 2012"
"Paralympic(s)"
"Locog"
150m Tweets

6. 39% of UK adults commenting online
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12
UK Adults (16yo +) posting at least once in the past month
39%

7. > Linking objectives
> Human interpretation
> Integrating data
> Actionable outcome
Data Challenges

8. Agenda
Social Olympics
Case Study
Practical Pointers

9. 2005 - KPIs
> Inspire Youth
> Sustainability
> Diversity & Inclusion
> Lasting Legacy
“We want to deliver a magical atmosphere. An electrifying
experience for competitors and spectators. ”
- Seb Coe, Bid Presentation

10. Olympic Torch Relay
> A Games for Everyone
> Build-up to the Games
> Line the Streets

11. Campaign DevelopmentMessageVolume
Exactrouteand
schedule,incl.
torchbearers
Launch.
Nominationprocess
Routeandtorchbearer
announcements
Nomination
announcement

12. Core Metrics
> Indicators of Attending
> Segmentation
> Behaviour & Advanced
Segments
> Benchmarking

13. > Consumer Decision Journey
> Conversation Drivers
> Areas to Address (gaps,
misunderstanding, negativity)
> Identifying Opportunities
Mentions Analysis & Effective Messaging
November
2011
“Olympic torch passing
through my little town,
can't wait to take the
kids #london2012”
“Definitely feeling the
Olympic Spirit, the
torch will pass within
200m of my house!”
“Might go to George
Square to see it.”
March
2012
“wonder if they will
let the children out of
school to see it?!”

14. 0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
0.14%
0.16%
30/09/11 30/11/11 31/01/12 31/03/12
London 2012 Torch
Build up to the Games
% Blog & Forum Comments
London2012
Torch

15. 14.6m Lining the Streets

16. “Thanks to the police
motorcyclists for their
Mexican wave #torchrelay”
Real-time Insight & Changes
> Early warning, including operations
> Tracking - satisfaction, change in
sentiment, momentum, plans to attend
> Public perception of marketing
activities, press releases, journalism,
TV coverage
“Glasgow, the Olympic
torch reaches Byres Road
at 6:30pm. Link arms, do
NOT let them pass.”
“Love them badass police
men who high-5 the
crowds at the Olympic
torch relay”

17. Agenda
Social Olympics
Case Study
Practical Pointers

18. > Expectations
> Tool Selection
> Flexibility
> Resource
Practical Pointers

19. The official Emblem of the London Organising Committee of the Olympic Games
and Paralympic Games Ltd is protected by copyright. © London Organising Committee
of the Olympic Games and Paralympic Games Ltd 2007. All rights reserved.
Thank you