Olympic & Social media

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Olympic & Social media

  1. 1. OLYMPICS & SOCIAL MEDIA
  2. 2. AGENDA
  3. 3. Social media’s expansion tremendously transformed how Olympics are now consumed: HOW, WHERE, WHEN, WHO, WHAT, WHY 2008 2012 2014 BEIJING LONDON SOCHI
  4. 4. Social media’s expansion tremendously transformed how Olympics are now consumed: HOW, WHERE, WHEN, WHO, WHAT, WHY 90 MILLION < 1 MILLION 901 MILLION 300 MILLION 1.3 BILLION 646 MILLION 2008 2012 2014 • Two-way communication • Opportunity for PR/Marketing • More revealing of behind the story • Creating political forum around
  5. 5. Social media’s expansion tremendously transformed how Olympics are now consumed: HOW, WHERE, WHEN, WHO, WHAT, WHY 2008 2012 2014 NO TABLET SMARTPHONE 18.9 MILLION SMARTPHONE 106.7 MILLION TABLET 54.8 MILLION SMARTPHONE 156 MILLION TABLET 90 MILLION • Multiple & easier access • Real-time consumption • Mobile consumption • More younger generation
  6. 6. All the stakeholders are experiencing dramatic changes, ups and downs caused by expansion as well as some of the misuse of social media ATHLETES HOSTING COUNTRY IOC POLITICAL COMMUNITIES ATHLETS’ FAMILIES & FRIENDS SPONSORS CONSUMERSMEDIA
  7. 7. Based on the major issues raised during Sochi 2014 Olympics in regards to the Social Media, we’d like to discuss; ATHLETES HOSTING COUNTRY IOC POLITICAL COMMUNITIES ATHLETS’ FAMILIES & FRIENDS SPONSORS CONSUMERSMEDIA 1 2 #SochiProblems Twitter making positive or negative impact here?
  8. 8. http://www.euronews.com/2014/02/05/sochiproblems-baffled-olympic-journalists-tweet-hilarious-gross-discoveries/ POSITIVE - Constructive criticism should be acceptable • Accountability: where was the $50 billion spent? • Constructive criticism should be acceptable for real time concerns • Lesson learned for the next host • Inevitable move from TV to Twitter
  9. 9. Hotel judgment 24 retweets, 10 favorites News on Game 2 retweets, 1 favorite • Losing focus on the actual games • Misleading information “NBC story on visitors to Sochi Olympics getting hacked is misleading” (http://blog.erratasec.com/2014/02/that-nbc-story-100-fraudulent.html#.Ux4ji9JqrPQ) Losing focus & misleading information - NEGATIVE • TV Streams is gone • Absence of centralized regulator
  10. 10. DISCUSSION (2) Based on the major issues raised during Sochi 2014 Olympics in regards to the Social Media, we’d like to discuss; SOPHIA HOSTING COUNTRY IOC ATHLETS’ FAMILIES & FRIENDS SPONSORS CONSUMERSMEDIA 2 IOC vs. Athletes How should athletes use social media, complete freedom or limits to expression? ATHLETES POLITICAL COMMUNITIES 1
  11. 11. COMPLETE FREEDOM- Freedom of Speech http://www.scpr.org/blogs/newmedia/2014/02/20/15901/sochi-winter-olympics-jimmy-kimmel-pranks-olympic/ http://www.youtube.com/watch?v=hze_6-f5KNA • Attract more attention to the event • Atmosphere of normalcy through humor in contrast with terrorism concerns • Freedom of Speech • Athletes is IOC’s priority, not sponsors
  12. 12. COMPLETE FREEDOM- Freedom of Speech http://www.scpr.org/blogs/newmedia/2014/02/20/15901/sochi-winter-olympics-jimmy-kimmel-pranks-olympic/ http://www.youtube.com/watch?v=hze_6-f5KNA • Attract more attention to the event • Atmosphere of normalcy through humor in contrast with terrorism concerns • Freedom of Speech • Athletes is IOC’s priority, not sponsors
  13. 13. Security & Wrong rumors – LIMITED EXPRESSION • Security problem • Amplifying wrong rumors • Generates victim of ambush marketing & unforeseeable PR crises • Internet bullying & over-advertising
  14. 14. DISCUSSION (3) Based on the major issues raised during Sochi 2014 Olympics in regards to the Social Media, we’d like to discuss; SOPHIA HOSTING COUNTRY IOC ATHLETS’ FAMILIES & FRIENDS SPONSORS CONSUMERSMEDIA 2 Anti-gay laws, why now? Is social media, during the Olympics, a right place and/or an effective tool to raise political agenda? ATHLETES POLITICAL COMMUNITIES 1
  15. 15. IT IS A RIGHT TOOL FOR POLITICAL AGENDA http://www.policymic.com/articles/81703/5-powerful-lgbt-sochi-boycotts-prove-social-media-can-change-everything http://worldnews.nbcnews.com/_news/2014/02/04/22432812-gay-rights-groups-will-avoid-olympics-and-spread-message-via- social-media?lite • Neutral platform to voice opposition • Recorded evidence can go viral anytime • Keeps American corporate sponsors true to their words on workplace acceptance and diversity
  16. 16. IT IS NOT A RIGHT TOOL FOR POLITICAL AGENDA • Unfair for athletes • The biased platform • Nationalistically-charged event vs. Twitter-bashing
  17. 17. Q&A

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