It’s now week four of our series tracking the social media performance of the 25 sponsors of the London 2012 Olympic Games. As we near a full month’s worth of data, here’s what happened over the last week. Not many changes, which either suggests that this picture shows the state of things to come between now and the Games, or that the cluster of brands that are yet to activate their sponsorship through social media (clearly seen in the Power Grid below) are waiting for their opportunity to spring into life.
P&G continues to hold gold medal position with its Proud Sponsor of Mums website and associated social media channels, still quite a way ahead of second-placed Cisco. BP and Omega swap places as they continue to battle it out for bronze. Cadbury has bounced back from a lull following the end of one of its consumer-facing campaigns. The biggest casualty this week is Coca-Cola, slipping three places.
Looking at the Power Grid (the cross-section of status/awareness and potential/engagement) we see no brands in the ‘challenging’ quadrant of the grid, suggesting that it may take a monumental effort from those still ‘developing’ their engagement (bottom-left quadrant) to catch the leaders.
Next week, we’ll take a look back at the first full month of data and see what conclusions can be drawn. If you’ve noticed significant engagement in social media from any of these brands around their London 2012 sponsorship, let us know.
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.