Brandwatch Olympic Presentation at Digital Marketing London Presents: Putting Social Into Sport On The 30th Of May 2012

Big Data meets Big Event presents Big Challenges

ANDY KEETCH: [email protected] | Tel: +44 (0)1273 234 290

May 2012

Contents

© 2012 Brandwatch | www.brandwatch.com | @andykeetch 2

•  Olympic volumes of data

•  So how to focus on relevant conversation?

•  General Olympics conversation

•  Conversation and brands

•  Athletes’ brand associations

BIG GAMES


302 events across 26 sports in 28 venues, being played by over 10,000 athletes from 205 nations

BIG DATA


2010 World Cup: highest number of tweets in any one second was ~3283 Superbowl: ~7 million tweets over 2 weeks

European Championships: average of 7,500 tweets a minute and Drogba’s header scored 28,000 tweets

Making sense of the noise


What does that mean?


((((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)

Gather/Clean/Analyse/


Be careful…


Ups

NOT (ass* OR azz* OR arse* OR bassterds OR bastar* OR baster* OR beastial OR beastiality OR beastility OR bestial OR bestiality OR biatch OR bitch* OR "blow job" OR blowjob OR blowjobs OR boffing OR boob OR boobs OR boobies OR boobis OR boobes OR butthole OR buttwipe OR c0ck OR c0cks OR c0k OR "carpet muncher" OR cawk OR cawks OR clit OR cnts OR cntz OR cock* OR condom* OR crap OR cum* OR cunilingus OR cunillingus OR cunnilingus OR cunt* OR cyberfuc* OR damn OR dick OR dild* OR dilld* OR dominatr*s OR dyke OR ejaculate* OR

enema OR "f u c k" OR "f u c k e r" OR fag* OR faig OR faigs OR fart* OR felatio OR fellatio OR fingerfuck* OR fistfuck* OR "flipping the bird" OR Fuck* OR "fudge packer" OR Fuk* OR g00k OR gangbang* OR gay* OR god-damned OR h00r OR h0ar OR h0re OR hardcoresex OR hells OR hoar OR hoor* OR horn* OR hotsex OR jack-off OR jackoff OR jap*OR jerk-off OR jis* OR jiz* OR knob* OR kock OR kondum* OR kum* OR kunilingus OR kunt* OR lesbian OR lezzian OR lipshits OR lipshitz OR lust OR lusting OR masochist OR masokist OR massterbait OR masstrb* OR masterb* OR "motha fucker" OR "motha fuker" OR "motha fukkah" OR "motha fukker”

OR Mothaf* OR "mother fucker" OR "mother fukah" OR "mother fuker" OR "mother fukkah" OR "mother fukker" OR mother-fucker OR mother* OR "mutha fucker" OR "mutha fukah" OR "mutha fuker" OR "mutha fukkah" OR "mutha fukker" OR pecker OR peeenus OR peeenusss OR peenus OR peinus OR pen1s OR penas OR penis* OR penu* OR phonesex OR phuc* OR phuk* OR piss* OR poonani OR porn* OR pr1c* OR pr1k OR prick* OR profanity OR puss* OR puuk* OR queer* OR queer* OR qweir OR recktum OR rectum OR retard OR sadist OR scank OR schlong OR screwing OR semen OR sex* OR sh!t OR sh1t* OR "s h i t" OR Shit* OR shyt* OR skank* OR slut* OR smut OR son-of-a-bitch OR sob OR "s o b" OR Suck* OR zuck* OR "s u c k" OR spunk OR tit* OR turd OR twat OR va1jina OR vag* OR vaj* OR vullva OR vulva OR w0p OR wank* OR wh00r OR wh?re OR xrated)

© 2012 Brandwatch | www.brandwatch.com 9

Making data look good

The story so far


100 DAYS TO GO

GOT THE TORCH, MIGHT NEED PITCHFORKS

TOOLED UP TOWER BLOCKS

FLAMING TORCH

Building buzz?


What’s the mood?


Negative

Positive

LOCOG:


Might need a hug….

Negative

Positive

Brand reputation


Where and who?


TWITTER BLOG FORUM GENERAL NEWS VIDEO

owen_g

DaveHill

GMWatch

JaquesLondon

NemesisRepublic

BBC2012

london_olympics

Telegraph2012

BhopalMedAppeal

0 5 10 15 20 25

TWEETS

Look who’s talking


Ambushed!


0

50

100

150

200

250

300

350

400

450

nike

adidas

Faster than a speeding…


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

Contact


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Brandwatch Olympic Presentation at Digital Marketing London Presents: Putting Social Into Sport On The 30th Of May 2012