The London 2012 Social Scoreboard

From Monday 16 July 2012, we updated the basis for our tracking. This blog post explains what was changed and why.

What’s it all about?

Sociagility’s London 2012 Social Scoreboard tracks all the main London 2012 Olympics sponsors’ social media performance, shows who’s winning the status and potential gold medals, ranks sponsors based on performance across different social networks and pits them against each other to see who comes out on top.

The PRINT Index™ and contributing scores are relative, not absolute. That is, they measure the performance of each brand relative to the mean of the entire set of sponsors. So basically a score of above 100 is good and a score below 100 is poor.

How are the scores calculated?

  • All the scores are calculated using our PRINT™ social media measurement and planning system, which helps marketers maximise their ROI from social media.
  • 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 (these can be seen on each brand’s comparison page), 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 tracking.

What do the five PRINT™ attributes indicate?

The five attributes that contribute towards each brand’s PRINT Index™ are:

  • Popularity – the quality of being well known by or having a high awareness among online communities. PRINT™ measures popularity as the extent to which each brand is attracting attention.
  • Receptiveness – PRINT™ measures receptiveness as the extent to which each brand is seen to be participating and actively listening to relevant comments or conversations.
  • Interaction – PRINT™ measures interaction as the extent to which each brand is interacting with its communities and vice versa.
  • Network reach – PRINT™ measures network reach as the extent to which each brand’s community is being built using social media, beyond its immediate network.
  • Trust – PRINT™ measures trust as the extent to which the content and interaction of a brand is liked and recommended within its network.

Where can I get more information?

If you’d like to understand more about how PRINT™ can help you maximise your social media ROI, please get in touch and ask us about getting a free competitive scorecard for your brand.

3 Responses to “The London 2012 Social Scoreboard”

  1. Greek Concierge July 2, 2012 at 6:50 pm #

     Great technology. Do you have any plans for releasing your algorithm so people can compare any brands in the near future?

    Reply
    • Niall Cook July 2, 2012 at 7:05 pm #

      No plans to release the raw algorithm right now, but we are working on an app to allow brands to be compared against sector averages.

      Reply

Trackbacks/Pingbacks

  1. P&G Tops London Olympics' 'Social Scoreboard' | PR NewsPR News - February 25, 2013

    [...] The July 1 finale of the 2012 Euro-Cup established a new record in tweets for a single sporting event (16.5 million tweets), but that may pale in comparison to what we see when the London Olympic Games begin on July 27. In the four years since the Beijing Games, Facebook has gone from about 100 million active users to about 900 million, and Twitter from 6 million to about 150 million, reports the New York Times. For London, Facebook has created its first-ever branded event page to drive users to the individual pages of athletes, teams and sports, and the International Olympic Committee has its own Facebook brand page.  London Olympics sponsors are following suit. To track the sponsors' social media activity, London-based agency Sociagility has created a London 2012 Social Scoreboard, according to the Times. The board shows "who’s winning the status and potential gold medals" and ranks sponsors based on performance across different social networks and pits them against each other to see who comes out on top, according to Sociagility's Web site.  [...]

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