Which of the London 2012 sponsors won the ‘Socialympics’? [infographic]
Social media consultancy Sociagility has published a report on the comparative social media performance of the 25 main London 2012 Olympics sponsors that has found those that performed best used social to focus on engagement not just brand awareness.
Among the key findings were that there was a significant number of brands did not appear to engage with social media at all – or only sporadically. While for some, it appeared that social media activation was undertaken in isolation or as an afterthought – or as merely an amplifier for advertising campaigns.
Given the emphasis placed on the “social Olympics” that is hugely surprising and a missed opportunity for those brands that took this approach. It serves as a reminder that some brands still don’t get social media.
The study found that some brands, including BMW, Cadbury, Cisco and P&G, benefited from starting early while others, like Adidas, British Airways, BT, Coca-Cola, EDF and Visa, concentrated their efforts later on when Olympics fever was at a peak.
While it was the ”social Olympics” few campaigns centred in ‘social’ or had social fully integrated.
Some smaller brands proved themselves to be more agile and outperformed larger ones on the Sociagility rankings by adopting what appeared to be a more proactive policy of engaging in real social dialogue.
However, for non-sponsors ambush strategies did not appear to generate impact in social media sufficient to compete with sponsors.
Sociagility co-founder Tony Burgess-Webb said: “There is clearly a lot of learning to be done by brands. For some brands this was indeed a ‘socialympics’ – as it was for so many ordinary people. Other brands never left the starting blocks.” (Click to expand graphic).
A summary report and the full dataset can be downloaded from http://www.sociagility.com/socialympics.