Social media monitoring company Brandwatch, and MediaCom Worldwide's sports marketing division MediaCom Sport, announced the launch of a data visualisation tool and Twitter tracker in London on Friday. The online applications analyse Twitter activity surrounding the 25 Olympic sponsors.
A Buzz Board displays real-time mentions of Olympic sponsors, showing volume of mentions and sentiment around the brands involved, with data from the last four weeks.
An Olympic Sponsors Twitter Tracker launched combines the social media monitoring and analysis capabilities of Brandwatch with MediaCom Sport’s insight and performance indicator. This tool pulls in Twitter mentions of each sponsor, and awards a performance score based upon a dedicated formula (featuring sentiment, engagement and reach metrics), before ranking them in a league table.
Giles Palmer, CEO, Brandwatch, said, “Over the past four years these brands have shelled out serious money to sponsor the Games, and they’ll be after huge returns as a result. Tapping into the rise in social media sports consumption, this tool is a real ‘Games-changer’: giving brands minute-by-minute feedback on their Twitter performance, something they’ve never had before.”
He noted that a similar data visualisation tool for Super Bowl 2012. The tool helped reiterate that brands need to act 'extremely quickly' on online feedback. Palmer added, "They need to figure out what’s worked well, and what hasn’t. It’s not enough just gathering loads of data and sitting on it. Brands need to be reacting and adjusting their communications in real-time.”
Marcus John, global head, MediaCom Sport, said, “We believe that sports sponsorship can be a powerful and sophisticated communications channel for today’s brands, offering them the chance to engage and invigorate target stakeholders as never before. To prove success however, brands must first exploit these channels to add value to the fan experience and then ensure that they understand the success of their campaigns and use any learning to form better strategies to connect with consumers.”