How did the major brands perform on social media during the Olympics?
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| adweek.com |
The latest research from social media analytics company Socialbakers, highlights the successes a ‘savvy social strategy’ can yield.
Statistics show that, despite not
being an Olympic sponsor, Nike came out on top when it came to social media.
The brand clocked ‘over 16,020 tweets associating the brand with the word
Olympic, beating rival (official sponsor) Adidas by 6,725 tweets’. Nike
also dwarfed Adidas’ Facebook fan page growth gaining roughly 166,718 ‘likes’
compared to the latter’s 80,671. Mars similarly generated a significant amount
of hype
during the Olympics with around 29,740 associated tweets. Both brands owe their
success to their engagement on social media. Socialbakers CEO Jan Rezab noted
that the statistics prove that ‘you no longer need prime time to create brand buzz’.
Out of the official Olympics sponsors it was McDonalds and
Coca-Cola who were the clear winners in the social media ring. Coca-Cola produced
an impressive 10,900 tweets and 29 Facebook posts, and were given the best Unmetric
score for their social media engagement. The brands ‘Move to the Beat’ campaign involved
music producer Mark Ronson and vocalist Katy B, as well as offering fans a
chance to ‘upload homemade music videos’. McDonalds showed their keen social
media focus by taking, on average, just 10 minutes to respond to a tweet,
compared to 43 minutes for Coca-Cola. P&G also fared well during the
Olympics with their ‘Thank You, Mom’ campaign. This saw the brand grow by 26.2%
on their Facebook, YouTube and Twitter accounts. They came second in the competition
for the highest amount of new tweets and posts, 1,396 and 54 respectively.
The social media campaign of the non-sponsors has been frowned upon by
some who view it as a form of ‘ambush marketing’. Needless to
say, these critics would have been stunned by the successes it has brought the
brands. The results confirm the importance of social media in a marketing
campaign. As the brands discussed have
shown, social media is the perfect complement to a marketing campaign,
increasing awareness and hype. Losing out on sponsorship deals now may not be
as big a blow as it once could have been. Nike effectively proved that by
creating an original and appealing campaign, social media can be the best way
to spread the word.
Josh Bennett, Content Writer
@JoshAtSMF @SocialMediaF
How did the major brands perform on social media during the Olympics?
Reviewed by Mili and Paul
on
Thursday, August 16, 2012
Rating:
Reviewed by Mili and Paul
on
Thursday, August 16, 2012
Rating:
Mili and Paul
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