London  Olympics  August  2012  

Social  Media  Audit  

Methodology  of  This  Report  

§  Objec:ve  of  this  report:    §  Iden:fy  and  analyze  top  social  media  conversa:ons  and  men:ons  

from  the  2012  Summer  Olympics  

§  Timeline:  June  24th  Swim  &  Gymnas:cs  Trials  to  August  7th  Final  Women’s  Gymnas:cs  Medal  Events  

§  How  has  sen:ment  reversed  for  Michael  Phelps  and  Lochte  since  AQensity’s  last  analysis  as  Phelps  gained  momentum  in  his  final  races  and  was  proclaimed  the  “greatest  Olympian  ever”  

§  Social  Buzz  about  the  Fab  5  and  Men’s  Gymnas:c  Team  plus  a  look  into  the  world  of  Gabby  Douglas  and  Jordan  Weiber  from  their  fans  

§  Analy:cs  Solu:on:  AQensity  Analyze  §  Content  Sources:  TwiQer,  Facebook,  Blogs,  Forums,  

Youtube  and  other  social  media  sites  

§  Key  Metrics:  §  Distribu:on  -­‐  %  of  comments  by  data  source  

§  Sen:ment  –  Tone  of  the  posts  

§  Non-­‐sen:ment  –  ac:onable  ques:ons,  sugges:ons  and  recommenda:ons  and  customer  profile  data  

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Sen:ment  vs  Non-­‐Sen:ment  Report  

Social  conversa:ons  include  both  sen:ment  and  non-­‐sen:ment  

§  Over  99%  of  posts  expressed  sen:ment  

§  Key  themes  included  commentary  about  the  closing  ceremonies,  up  to  the  minute  excitement  about  the  final  week  of  games  and  worldwide  and  hometown  fans  sharing  their  pride    

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Sen:ment  Report  

The  majority  of  the  comments  were  posi:ve  

§  An  overwhelming  98%  of  the  comments  contained  posi:ve  sen:ment  

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Positive sentiment and excitement around who will perform at the closing ceremonies was a key

driver and shows people see this as a big part of the Olympics

Closing  Ceremony  Most  of  the  posts  expressed  rumors,  news  and  excitement  about  Closing  Ceremony  performances  with  tweets  to  ar:sts  confirming  the  lineup  

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Hashtags  and  TwiQer  Handles  

The  #London2012  hashtag  and  #olympics  hashtag  show  up  in  tweets  with  similar  frequency  with  counts  44,410  and  37,194  respec:vely    

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A  frequently  encountered  TwiQer  handle  on  the  2012  Olympics  is  Liam  Payne,  a  member  of  the  Bri:sh-­‐Irish  boy  band,  One  Direc:on.    

1D  is  set  to  perform  at  the  closing  ceremonies.  If  you  have  never  heard  of  them  you  know  them  now.  657,165  people  are  talking  about  them.  

Michael  Phelps  and  Ryan  Lochte  

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Tweets  from  the  LochteNa:on  kept  volume  neck  and  neck  with  Phelp’s  social  volume  which  increased  as  he    began  gaining  momentum  on  his  final  races  and  being  proclaimed  the  "greatest  Olympian  ever.”  Lochte  is  s:ll  loved  and  has  fans  enamored  with  his  wit  while  Phelps  is  now  a  legend.  People  are  s:ll  inspired  to  talk  about  both  of  them  

 

Phelps and Lochte have nearly the same social volume as fans cannot decide who should win

Posi:ve  Sen:ment  for  Michael  Phelps  

Fan  reac:ons  to  Phelps  and  Lochte  

§  Michael  Phelps  alone  received  the  most  posi:ve  sen:ment  at  65%  

§   Spikes  in  Volume  for  Phelps  on  7/31,  8/2  and  8/4  

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7/31 Phelps won a silver medal in the 200-meter butterfly by only 5/100th of a second, and a gold

medal in the 4X200-meter freestyle relay to become the all-

time record holder for most Olympic medals won

8/2 Phelps won his 16th Olympic Gold Medal when he edged out Ryan Lochte

to win the 200-meter individual medley with a time of 1:54.27, making

him the first male swimmer to win the same event on 3 consecutive

Olympics

8/4 Phelps ends

Olympic career with 22 medals (Gold - 18; Silver - 2;

Bronze – 2)

Ryan  Lochte  and  Michael  Phelps  Inspire  a  Genera:on  

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Michael  Phelps  is  #Golden  

Phelps  in  Most  Decorated  Olympian  

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Gymnas:cs  Coverage  &  Overall  Sen:ment  

§  An  overwhelming  95%  of  the  comments  contained  posi:ve  sen:ment  

§  Women  gymnas:cs  had  the  most  volume  of  social  conversa:on  vs.  men  gymnas:cs.  Conversa:ons  about  the  men’s  team  declined  aler  plumme:ng  to  5th  place  aler  leading  qualifica:ons.  The  women  had  a  chance  for  the  first  team  :tle  since  1996,  in  part  because  the  strength  of  Weiber  and  Douglas  

 

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Gymnas:cs  Fan  Support  Causes  a  Spike  July  31,  2012  

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London Womens Gymnastics Team Moving On. They celebrated their medals during the ceremony for the Artistic Gymnastic’s Women

Team Final and became a big deal back home

Who  got  the  most  buzz  from  the  Fierce  Five  and  Men’s  Gymnas:cs  Team  Members?  

§  McKayla  Maroney    -­‐    30,374  comments  and  U  of  M  Samuel  Mikulak  -­‐  18,471  comments  -­‐surprisingly  scored  the  most  buzz  amongst  their  teammates  

§  Jordyn,  Aly,  “The  Surprise  Contender”,  and  Gabby  were  all  in  the  same  range  with  between  23,000  and  25,000  comments  

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Comments  about  Sam  Mikulak  and  Mckayla  Maroney  

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Gabby  “Flying  Sqirrel”  Douglas  vs.  Jordyn  Wieber  

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Posi:ve  Sen:ment  on  Gabby  Douglas  

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Gabby  Douglas  won  the  gold  medal  in  uneven  bars,  silver  in  the  all-­‐around,  and  bronze  in  floor  

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Posi:ve  Sen:ment  on  Jordyn  Wieber  

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Jordyn  Wieber  is  a  “Heartbroken  Favorite”    

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Gymnas:cs  Dashboard  Snapshot  

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