The

SocialOlympics

Image Credit: Cadbury

Communica wanted to dene best prac7ces within social media during the London Olympic Games. We also wanted to inves7gate any opportuni7es that may have been missed as brands struggled to create connec7ons during the rst Social Olympics. Focus points: Occasions to celebrate original ideas. Response strategies that may have enabled people to feel a part of the Olympic experience. Truly engaging social content that inspired sharing and connectedness. Key Learnings Dening an eec7ve use of Real-Time media during the games McDonalds was one of the most social brands, but nega7ve comments made up most of their 24 % share. At 7mes McDonalds seemed unprepared to respond to the level of nega7ve comments. -Brand reputa7on requires immediate and consistent response. For Cadbury responding and co-crea7on enabled marketers to leverage natural people-to- people connec7ons. -Amplify use of real-7me media with crea7ve social content in exis7ng community spaces. Coca-Cola, Samsung and Adidas nurtured enthusiasts wan7ng to connect with peers, encouraging them to share their emo7ons with the rest of the world. - Added benets: emo7onal connectedness, contributory data and organic growth.
Source: Interpublic Group's Momentum and Radian6

What brands were really ready for London2012? Fans did not seem to be cap7vated by "branded discussions during these Olympic games. Brands that created emo7onal connec7ons seemed to be experiencing the games, right along with the fans. Content and messages not only engaged fans, but also enabled encounters that made people feel like they were personally a part of the Olympics. They became reporters, storytellers, and their heart-felt excitement reached every corner of earth. Moving from a the-Games to a my-games mindset With less than 400 days 7ll the Sochi 2014 Winter Olympics, brands must learn to nurture, not force, social interac7ons and with earned media winning the Gold.

Facebook reports over 116 million posts and comments rela7ng to the games and athletes. 12.2 million Likes. Usain Bolt [most liked athlete] Facebook likes increased by more than one million reach more than 8.9 million connec7ons. Inspired fans wanted to connect. Brands should have interacted, and in real-7me, celebra7ng with fans. When athletes posted real-7me and behind the scenes content, fans felt close to the ac7on. Fans shared content, frequently tagging athletes and brands. Opportunity missed: We noted few instances where brands responded. A need for more images from the athletes/brands, not just of the athletes/brands.
Image Credit: hap://usainbolt.com Stats Facebook

80,000 Tweets per min as he won the 200M Gold

Source: Twiaer

When the Athletes and the Fans were front and center the messages seemed REAL

Authen7city: Fan-generated images became an emerging source of content and people around the world couldnt get enough. Some of the most compelling images came from fans real-7me perspec7ve. The rest of the world: We wanted to feel like we were there and social media gave us a real-life, vantage point.

SenIment via emoto

People celebrated connected: People wanted to par7cipate, be a part of the the games. In person or via real-7me media fans, wanted to discover, connect, report/inform and share OpportuniIes missed: Celebrate the global reach of the Olympic games, thorough the unique perspec7ve of local stories Respond to comments of global fans wan7ng to know more. Reward with repos7ng / twee7ng original content and crea7ve dialogues Oer meaningful real-7me resources

The Rela7ve Status and Poten7al of The London 2012 Sponsors

The brands that led the Sociagility PRINT rankings were those that used social media to focus on engagement not just brand awareness.

Our Points of total agreement Most campaigns did not take real-7me media seriously. Many used social media as a channel to simply echo adver7sing campaigns but failed to interact or enable people to use the content crea7vely. Authen7c messages and content seemed to help smaller brands move up in the Sociagility PRINT rankings

Findings suggest: Status dimensions of social media performance (awareness and reach) stayed rela7vely constant across brands

Brands that focused on engagement and interac2on were able to build trust, oer relevance and support las7ng emo7onal connec7ons with fans. Integra7on within social media was cri7cal. Sociagilitys PRINT ndings conrm that some brands may have missed opportuni7es to connect with fans due to the lack of social integra7on and the ability to move beyond lead genera7on and awareness as an underlying communica7on goal.

Poten7al dimensions (engagement and interac2on) moved about as social interac7on dened new leaders

Source: Sociagility followed 25 brands from 18, April to 12, August 2012, They study looked at 4 social networks and 5 dimensions of social media performance. In the process they collected 43,500 individual data points.

When marketers elected to "humanize Olympic brands they were able to connect in more meaningful ways.
Lesson learned: Sustainable one-to-one connec7ons requires authen7city, emo7on, convic7on and then a response.

Viewers had rather strong opinions to share during the closing ceremony and they expected to be heard

Nega7ve sen7ment hints to the need for brands and media to pay closer aaen7on to viewers before the winter games.

This Twiaer comparison of BMW and AUDI reects BMWs ability to maintain a good share of the twiaerverse during the games. S7ll, the ability to leverage this aaen7on for stronger connec7ons may have been missed. YouGov's BrandIndex service reects BMW experiencing a sharp decline in U.S. brand percep7on during the games. Americans were not in London. Perhaps social-friendly experiences designed to sa7sfy those abroad, wishing for a BMW Olympic view, would have helped. Or, simply recognizing and responding to fans-at-home would have encouraged them to feel a part of the games. Sponsored social content and occasions seemed to be missing BMW oered liale opportunity for fans-at-home to truly connect with and share the BMW or MINI brand. Even the grand BMW Olympic Pavilion had rela7vely small trac7on across social media. At the same 7me, fans were discovering the now famous MINI Minis, and asking for more. MINI Minis was not scripted, but soon the fan generated social content enjoyed organic growth and aaen7on across social plaporms.
Source: Vigiglobe teamed up with Kantar to monitor Tweets specically men7oning the Olympic sponsors and their key compe7tors. Source: YouGove| U.S.-facing London 2012 Olympics sponsors were measured with YouGov BrandIndexs Buzz score, which asks If you've heard anything about the brand in the last two weeks, through adver7sing, news or word of mouth, was it posi7ve or nega7ve?

Communica mined Vigiglobe to reect share of Twiaer for BMW from 20, July to 9, September 2012

Immersive Shopping Experiences We would have loved to see MINI UK support shopping with discovery. For instance, mobile interac7on that encouraged people to seek out hidden elements within the store. Use of augmented reality, check-ins and social media to curate user-generated content. This would allow fans to feel a part of the environment. Advantages: Shopping becomes more of an occasion, worth social sharing of the space and of course, the MINI brand.

Discovered, Viewed and Shared Hey look what I found MINI Minis

Turns out some of the best stu is the things that you dont usually see on the TV coverage. The hammers (and the shot, discus and javelins) are all returned to the athletes in radio controlled mini Mini Coopers, operated by some of the 70,000 games maker volunteers had I known this could be part of their job, I would have denitely applied NATHAN BARRY Wired

Im On It Fans responded A cycle-of-courtesy was naturally created as fans enthusias7cally begged for more images of the MINI Minis, those aaendance, were thrilled to respond and accommodate their wishes.

Surprise ConnecOons and Data Driven DesOnaOons Our favorite example of naturally discovered and naturally shared content. Real-7me connectedness came into play as a result of MINIs mini remote control cars. The MINI Minis were created to assist with the javelin and discus retrieval, but fans fell in love with them. The result: Relevant branded, but s7ll original content that supported posi7ve sen7ment, awareness and enormous levels of data. MINI will need to transi7on this data into insight, oering whats next (e.g. content / posi7oning) and ensuring relevance and targeted response scenarios. MINI branded content and original content united. Opportunity: Responding to original content becomes a form of celebra7on and creates strong connec7ons.

Fan posted image via Facebook

Moving from engage to connect MINI UK connected with on Facebook via Hear the Roar

Driven by Emo7on MINI wanted to bring fans into the cheering sec7on crea7ng unique connec7ons with enthusiasts via Hear The Roar. The co-created, roaring content was naturally prone to sharing, but may not have created the las7ng emo7onal triggers MINI was hoping for. Smart: MINIUK has done an outstanding job with responding to comments within the MINIUK YouTube channel.

MINIUK via YouTube click image or copy url hap://www.youtube.com/user/MINIUnitedKingdom?feature=watch

 Cadbury

Celebrated

along with fans

Case Study: Crea7ve, Immersive, Emo7onal Social Media

Social networks are a place to talk about friends, family and the things that interest you for an event which interests the na7on in such a powerful way, being a sponsor has allowed us to remain meaningful and relevant. Jerry Daykin, Cadbury London 2012's social media /community manager

Cadburys Goals: Break boundaries and go places we havent gone before e.g. pushing our digital marke7ng exper7se Bring an entrepreneurial spirit to the business Do things dierently with our customers, consumers, colleagues and communi7es

Cadbury's sponsorship took full advantage of every opportunity to include people within their message. The brand co-celebrated the games. Other ac7vity: Spots v Stripes, the Crme Egg Goo Games and Keep Team GB Pumped. Cadbury House oered interac7ve experiences for Olympic Fans with the advantages of hyper-social sharing built in. RFID technology enabled visitors to eortlessly share the fun with friends as they naturally moved about the Cadbury House. The messages became co-created, emo7on-driven content for the brand.

Measured Social media success: ROI Connectedness, insight and understanding SM channels quickly reaching more than 7.5 million during the Olympic Games 2.5 million fans / followers UK SM Noted Growth: 25,000 followers added @CadburyUK (Total) 75,000+ 40,000+ images tagged #Cadbury - Instagram 2.5 million Google+

Source: Inside the Games

An ideal mix of original and branded content was shared via Social Media, including immersive in person experiences via Facebook

Source Cadbury via Instagram

Opportunity missed: Meaningful use of the emo7on-driven content that fans shared and curated during the games. Brands had the ability to strengthen 7es with fans by rewarding fans with their aaen7on. A powerful incen7ve and a very personal form of response. Co-Curate the story! Along with fanssimply repin and share crea7ng a contextual fan-driven, branded view of the Games.

How the World consumed and shared #London2012 via YouTube

Across the US and 64 countries including Africa and Asia people watched 231 million total streams. Of those, 72 million total streams came from IOC YouTube Channel. YouTube saw more than half a million livestreams at the same 7me. The U.S. Olympic Commiaee YouTube Channel uploaded a behind the scenes video reaching 6.75 million views More original content came from 50 YouTube creators who Invaded London and shared their views In the States YouTube partnered with NBCOlympics.com. More than 159 million total streams Through NBCs na7ve apps, 37 percent of views came from mobile devices, and more than half were in HD

Source: YouTube Click image or copy url hap://www.youtube.com/watch?feature=player_embedded&v=UcmoRy444MY

The New York Times shares a collec7on of favorite professional images

Benets from sharing original images (Instagram/Twiaer):

Celebrate along with Fans Authen7c content Real-7me view Viral content

Tagging content owners leverages social sharing

Be Global Reach Local Celebrate the Olympic Spirit via original or branded content across real-7me media plaporms using local hash tag strategy and local posi7oning. South Korea is certainly becoming a na7on of champions across many sports, and they con7nue to be leaders in the adop7on of technology.

South&Korea's&Hyeonwoo&Kim&

Image&Source:&Chung&Sung0Jun/Ge4y&Images&AsiaPac)&

We shared more than 150 million Tweets about the Olympics during the 16 ac7ve days of the Olympic Games. P&Gs Thank You Mom campaign created emo7onal connec7ons that remained strong even aer the games had ended. Telling the Olympic story through the eyes of our Olympian moms created emo7onal connec7ons that moved across Twiaer, Facebook and YouTube.
Source: P&Gs YouTube channel Click image or copy url: hap://youtu.be/HbhzLI-vNjE

The surprise of a life7me

Adidas created emo7onal connec7ons at Wespield Strapord City by simply having David Beckham drop- into fans live photo sessions. The events created social content that touched the world.
Click image or copy url hap://www.youtube.com/watch?v=g0OzSpzYe6I#

@deannalawrence dlawrence@communica-usa.com