Straight from Sochi: 5 Social Media Learnings

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Straight from Sochi:5 Social Media Learnings


Agenda

Objectives• Understand how the 2014

Sochi Games were viewed in social media.

• Discuss 5 recommendations that can help your marketing effectiveness, both on and off social.

Topics• Introductions• Analysis Approach• Sochi Summary• What You Can Learn from

Sochi Social - 5 Key Findings• Q and A• Wrap Up


Straight from Sochi:5 Social Media Learnings


What we analyzed

“Olympics”General, brand-agnostic terms:

ads / campaigns / marketing / brands

Total: 16M postsFeb 1 – Feb 23


Steep buildup, drop, plateau

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500K

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Plateau

Legend

Olympics

HOCKEY

OPENING CEREMONY

CLOSING CEREMONY


Same trend for ads

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Legend

Olympics

Olympics + Ads


Key topics (indexed)

opening ceremony 233lgbt 172ads 127

closing ceremony 28olympic ring 27

#cheerstosochi 12

hockey 689curling 176

figure skating 144skiing 81

snowboarding 65luge 46

skeleton 41speed skating 33

biathlon 32cross-country 30

bobsleigh 26short track 19

ski jumping 14nordic combined 3

Visa 327McDonald's 298

Google (Doodle) 141Coke 112Audi 73

Chobani 65P&G 53

Chevy 42AT&T 40BMW 34

Citi 8Liberty Mutual 7

General Topics Sporting Events Companies


Step aside, Superbowl

Super Bowl, you are done in the ad department. The TV ads that have shown during the Olympic Ceremony have been CRAZY good! Loved the P&G, Chevy and Coke ads.

The @Olympics opening ceremony commercials are better than the #SuperBowl .......by far! @NBCOlympics@Sochi2014

Enjoying @Olympics opening ceremonies. Ads are better than those that aired @SuperBowl Sunday!


In-a-NutshellOur Core Learnings


1. Bold moves the needle

2. Personas trump entities

3. Promos are an enduring tactic strategy

4. Contrived associations fluff

5. Omission is a sin

Our Core Learnings


Bold moves the needle1


SOCHI : ANTI-GAY SPONSOR TRANSFERENCE #CheersToSochi

The controversy

Russia: Updates on Sochi and the Anti Gay Laws

In Sochi, new complaints about Russia anti-gay law

Gay rights protest in Dublin ahead of Sochi winter games

Winter Olympics: Sochi suffers backlash over Gay Propaganda laws

You're already profiting from @Olympics why not donate some to Russian hate crime victims? @Coca-Cola @McDonalds #CheersToSochi

“Cheering what? Olympic officials pummeling gay activists? Russian laws attacking LGBT people. Shame! #CheersToSochi”.


Coke in crisis

AMERICA, THE BEAUTIFULAMERIKA, ANG MAGANDA

COKE MAKES AN EFFORT

Now, despite all the outrage this commercial has generated and amongst calls to boycott the company due to their insensitivity towards Americans, instead of trying to repair their relationship with their customers, they are poking them in the eye by playing an even longer 1.5 minute version during the opening ceremony of the Olympics tonight. Outrageous! – mmo-champion.com


CHEVY

An opportunity for others

GOOGLE DOODLE

#Google shows you how it's done, @McDonalds, @CocaCola & @Visa. #CheersToSochi @Sochi2014 @NBCOlympics@GLSENsports

Bravo, Chevy, BRAVO!! My Tahoe is pleased.

I knew their was a reason why I bought a Chevrolet! You guys are AWESOME!

Thanks for your support, Clif! True love comes in many forms, we're happy to celebrate all of them. #TheNew

Google Doodle you genius. Nice touch to kick off the #Sochi2014 #WinterOlympics by making a stand against Russia's anti-gay law. Top marks.


How the needle moved

-5.8%

3.9% 4.0%

14.7%

4.2%

7.5%8.9% 8.1%

11.5%

COKE CHEVY GOOGLE DOODLE

Pos Neg Net

0%

20%

4-Feb 7-Feb 10-Feb0%

20%

4-Feb 7-Feb 10-Feb0%

20%

4-Feb 7-Feb 10-Feb


Personas trump entities2


Skat-ing vs skat-ers

1,8615,710


P&G vs athletes

4,918

2,268

4

7


Metric: retweet potential

Thank You Mom Lindsey Vonn Gracie Gold

Followers 45.7K 308.0K 106.0K

Retweets 6 4,918 2,268

Retweets : Followers 0.013% 1.597% 2.140%


Promos are an enduring tactic strategy3


Promotions amplify buzz

"CHANCE TO WIN"23%

P&GCampaign

RETWEETS97%

380 TWEETS

12.8K RETWEETS

amplified 34X


Thematic consistencyMoms promoted the

#twitterpartyLocal Twitter profiles promoted giveaways, still

using #ThankYouMum


Contrived associations fluff4


What #teamvisa?

28.1%

13.8%

1.7% 3.0%

26.4%

10.8%

VISA #teamvisa

Pos Neg Net

Who is #TeamVisa? I thought only countries compete. Oh right... Corporations are countries too.

#TeamVisa isnt even an Olympic team so whoever was sitting in their office one night thinking of how to promote visa on twitter is stupid

#TeamVisa in the #Sochi2014 #WinterOlympics? I bet it's the team of recruits from #TLC Extreme Couponing. 😏😏 #Olympics2014


Coke : Olympians?

2% of Coke’s Negative Campaign Posts

@CocaCola No way is Coca-Cola "Super Power" for @tedligety. That's an insult to Ted Ligety. #sochi

Using Olympics to sell sugar water

yes I backed up the DVR to see Michelle Kwan in the Coke commercial. Yes it made me want to cry. #myhero

Coke is no longer it.


McDonald’s and God

4,563

9% of McDonald’s Campaign Posts

McDonald’s sponsoring the Olympics is like …

Magnum sponsoring 16 and pregnant

Trojan sponsoring a school abstinence program

Jack Daniels sponsoring AA.

Marlboro sponsoring...well...the Olympics.

Subway sponsoring Sumo Wrestling

Woody Allen sponsoring the Teen Choice Awards.

fat bastard running the American Heart Association

Nike sponsoring the Wheelchair Olympics

Jimmy Savile sponsoring Children in need.

rosa parks sponsoring the nyc metro system


Omission is a sin5


Love. Love. Love.

Am I the only one who tears up at the P&G Olympic commercials? They sure do know how to get Moms! That's some good advertising there!

#becauseofmom. Thanks P&G. Great Olympics commercial.

Dang you P&G olympic commercials!!! I cry every time!!!!

I don't know. Maybe I'm getting soft in my old age but the Budweiser puppy commercial and the Olympics one by P&G about Mother/Daughter really got to me... specially the latter. #ManTears


But …

Boycotting P&G until they come up with "Thank You Dad" Olympic commercials for the fathers that sit for hours at practices, pick them back up, nurse injuries and take the equipment off these monsters.

And P&G -what's all this Olympic advertising thanking Moms? You don't think Dads get out there supporting their kids too?

Is anyone else as pissed off with P&G "proud sponsor of moms" ad's during the Olympics. As a father I find this line of advertising discriminatory and sexist. Shame on you Procter & Gamble

Watching the Olympics and getting quite sick of watching the P&G " proud sponsor of moms" ads. Who do they think is back home working their butts off so that mommy and her baby can have those lessons and travel all over the place - pleeeeease!


Some key stats

22.4%19.6%

2.7%6.4%

19.7%

13.2%

P&G P&G AND DADS

Pos Neg Net

2% of P&G’s campaign posts

90% occurred on Twitter


Wrapping it up

1. Bold moves the needle

2. Personas trump entities

3. Promos are an enduring tactic strategy

4. Contrived associations fluff

5. Omission is a sin


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