Here’s what’s happened in the last week.
P&G continues to hold gold medal position with its Proud Sponsor of Mums website and associated social media channels. Of last week’s silver and bronze medal winners, BP and Cisco respectively, only the latter remains in the top three, moving up to take silver. Omega enters the medal places having sat just outside for the last two weeks, whilst Cadbury continues to slide after its Spots v Stripes campaign drew to a close.
Looking at the Power Grid (the cross-section of status/awareness and potential/engagement) we can see P&G continuing to lead the way, whilst BP‘s position has eroded since last week. For the first week, no brands appear in the ‘challenging’ quadrant of the grid, indicating a need for those still developing their sponsorship through social media (the majority of brands, all in the bottom left quadrant) to fire up their engagement levels as the games get ever closer.
What’s your take? Are the London 2012 Olympic sponsors taking full advantage of their huge investments through social media or not?
Notes on our methodology
- The PRINT Index™ is calculated using our PRINT™ social media performance measurement methodology, which provides an indicator of a brand’s effective use of social media to drive profile and engagement.
- In this study we’re not measuring any brands other than the main games partners listed on the London 2012 website – for example, we’re not tracking likely ambush marketers. But we’re open to offers!
- Whilst we have factored in multiple channels (sponsorship website, Twitter account, Facebook page and YouTube channel), we are measuring only those sites and accounts designated or dedicated to sponsorship activation by the brands themselves.
- This is a quantitative analysis looking at the numbers using the PRINT™ algorithms based on more than 50 sub-metrics. However, there is clearly an opportunity for more detailed study and commentary (including by the brands themselves) about different brand strategies.
- We’ve spent a good deal of time researching and identifying each brand’s sponsorship activation profiles and accounts for each channel (no easy task), but there may be some we’ve missed. If you think that might be the case, please let us know and we will incorporate in our next update.