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 posts
Feb 1 – Feb 23

Steep buildup, drop, plateau
0
500K
1M
2M
2M
3M
1-Feb
2-Feb
3-Feb
4-Feb
5-Feb
6-Feb
7-Feb
8-Feb
9-Feb
10-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
21-Feb
22-Feb
23-Feb
Plateau
Legend
Olympics
HOCKEY
OPENING
CEREMONY
CLOSING
CEREMONY

Same trend for ads
0
5K
10K
15K
20K
25K
30K
35K
40K
0
500K
1M
2M
2M
3M
1-Feb
2-Feb
3-Feb
4-Feb
5-Feb
6-Feb
7-Feb
8-Feb
9-Feb
10-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
21-Feb
22-Feb
23-Feb
Legend
Olympics
Olympics + Ads

Key topics (indexed)
opening ceremony 233
lgbt 172
ads 127
closing ceremony 28
olympic ring 27
#cheerstosochi 12
hockey 689
curling 176
figure skating 144
skiing 81
snowboarding 65
luge 46
skeleton 41
speed skating 33
biathlon 32
cross-country 30
bobsleigh 26
short track 19
ski jumping 14
nordic combined 3
Visa 327
McDonald's 298
Google (Doodle) 141
Coke 112
Audi 73
Chobani 65
P&G 53
Chevy 42
AT&T 40
BMW 34
Citi 8
Liberty 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-Nutshell
Our 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 BEAUTIFUL
AMERIKA, 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-Feb
0%
20%
4-Feb 7-Feb 10-Feb
0%
20%
4-Feb 7-Feb 10-Feb

Personas trump entities2

Skat-ing vs skat-ers
1,861
5,710

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
"CHANCETO
WIN"
23%
P&G
Campaign
RETWEETS
97%
380
TWEETS
12.8K
RETWEETS
amplified 34X

Thematic consistency
Moms promoted the
#twitterparty
Local 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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Straight from Sochi: 5 Social Media Learnings

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