We are continuingour coverage of the Olympics using Newsdesk to understand how the top Olympic sponsors at the London Games are benefiting from their advertising dollars and pounds.
The majority of our focus has been on how commercials or negative publicity have been resyndicated and have contributed to the coverage of the top 11 Olympic Sponsors. Proctor & Gamble became a bronze medalist yesterday by a different method.
Tonight at the P&G Family Home dads of Team USA were saluted with a guest appearance by Tyson Chandler, a center for the U.S. basketball team and a father of three. Chandler talked about how his grandfather helped him become the man he is today.
P&G helped Canadian athletes remember that they are not alone as they compete for the gold:
At the mid-way mark of the Olympics, Canadian Olympian and Secret brand ambassador Clara Hughes, along with Pantene brand ambassador Annamay Pierse today joined Procter & Gamble at Canada Olympic House in London for a “Home Away from Home” celebration. Hughes and Pierse spoke to fellow Canadian athletes and their families about the impact family support has had on their careers, and guests were treated to a surprise video of heartfelt messages from family, friends and fans back home. Classic Canadian treats, like poutine with a British twist, were on the menu.
Proctor & Gamble has also benefited from housing the families of athletes by being the site of interviews:
“When Dana didn’t qualify for the Beijing Olympics it was so disappointing but we all learnt from every disappointment and every injury,” Vollmer told Reuters at the P&G House, a centre set up in London for athletes’ families.
The other Top Finishers today were Visa and Coke, with Gold and Silver respectively.
What do you think of P&G’s family-centric approach to sponsorship? They seem to have dodged much of the negative publicity endured by the other top sponsors. Will this continue?
Since the Olympics kicked off on July 27th, we have been usingNewsdesk to track the news coverage of the Big 11 corporate sponsors to see who is getting the most coverage for their money. Today we discuss “News Monitoring: Important and Illuminating, but What’s Next?”.
Monitoring media coverage volume, market, source, etc… is part of a larger process of determining the value of marketing campaigns. More coverage can be great, but does it contribute to the bottom line?
The Motley Fool weighs in with a somewhat pessimistic view of the value of Olympic sponsorship. They give several reasons:
The Games are dominating media coverage today, but that will change shortly.
Chief executives love the pomp and circumstance, but it’s unclear whether shareholders really benefit from their investment.
For the next couple weeks, the Olympics will dominate our airwaves and brainwaves. Come September, though, the presidential election will be back in the spotlight.
Cost-benefit analysis may not bear out the wisdom of sponsorship:
Economist Alexander Molchanov found that expensive sponsorship bids erase almost all the benefit for Olympic partners. In other words, corporations are spending so much money winning sponsorships that they can’t benefit financially from the extra exposure. Perhaps companies like Lenovo (OTC: LNVGY.PK) and Eastman Kodak, which both bowed out in 2010, realized something that Coca-Cola and McDonald’s have not.
Sponsors may actually be helping their competition.
After the 1994 Winter Olympics, a team of researchers conducted a survey to find out if the average Joe knew who sponsored the Olympics that year. A mere 37% of respondents correctly identified McDonald’s and only 18% ID’d Coca-Cola. More astonishing, though, is that 57% incorrectly believed that Wendy’s (Nasdaq: WEN) was a sponsor and 7.5% thought that PepsiCo (NYSE: PEP) was doling out the drinks.
Do you think that the sponsors are getting their money’s worth out at the London Games?
Spending categories that experienced the greatest activity include “Services” (US$133.7 million) – including items such as shoe and jewelry repair and spas; “Entertainment” (US$95.5 million) – including theater tickets and other attractions; “Airlines” (US$82.9 million); “Other Retailers” (US$71.8 million) – including bike shops, book stores, antique shops, and drug stores and more; and “Hotels” (US$69.3 million).
Top Ten Contributors to Spend on Visa Accounts by Country/Territory During Week One of the Games (Throughout the United Kingdom)
Ranking
Country/Territory
Total Spend (USD)
% of Total
1
United States
$85.5 million
12%
2
Japan
$50.9 million
7%
3
France
$41.5 million
6%
4
Italy
$39.5 million
6%
5
Australia
$35.3 million
5%
6
Republic of Ireland
$32.4 million
5%
7
Spain
$31.1 million
4%
8
Germany
$30.9 million
4%
9
Canada
$24.1 million
3%
10
Sweden
$23.4 million
3%
The top 10 contributing countries accounted for 57 per cent of the total amount spent on Visa accounts in the United Kingdom during this time period.
This story has been widely distributed. Combined with another successful real-time congratulatory commercial, this lead to Visa having the largest news coverage of the Top Olympic sponsors.
The Medalists for yesterday are:
Gold: Visa
Silver: Coke
Bronze: McDonald’s
Will Visa, Coke, and McDonald’s continue to dominate the news coverage, or will another sponsor take the spotlight week 2? Check back Monday !
This week we have been exploringhow the top Olympic sponsors having been benefiting from their advertising budget using Newsdesk.
Yesterday, McDonald’s came out on top again with the lion’s share of Olympic coverage. Conor Dwyer and Ricky Berens, 2 Gold medalists from the US men’s relay swim team, made McDonald’s their go-to restaurant after their victory:
Swimmers normally eat very healthy stuff, Dwyer said, but a gold medal hanging around your neck leads you to venture into new caloric neighborhoods.
Dwyer ordered a Quarter Pounder, two six-piece chicken nuggets, french fries and a McFlurry ice cream sundae. Berens, according to his Twitter photo, went even bigger: Two Quarter Pounders, a Big Mac, a six-piece nugget order, two french fries and a McFlurry.
Adding to McDonald’s Olympic coverage in the Canadian media was the story of Brittany Rogers and the national gymnastics team placing 5th, their best finish ever. Brittany’s mother, Gina, wrote about the story which was re-syndicated across Canada:
After the competition, the team was whisked away in a CTV van taking them straight to the TV London studios. There, they all sat on the white couch and had a spotlight interview. From there, they quickly wolfed down a McDonalds salad as a 10:00 p.m. dinner, and were taken to the Canada House to finally celebrate with their family and friends.
The top sponsors for the day were:
Gold: McDonald’s
Silver: Visa
Bronze: Coke
Honorable Mention: Panasonic
Coke and Panasonic were neck-and-neck, but the soft drink giant’s numbers were just a bit higher.
Will going to McDonald’s after a victory catch on in popular culture?
This week we have been exploringhow the top Olympic sponsors having been benefiting from their advertising budget. As a change of pace, today we’ll be looking at how Moreover Technologies is powering coverage of the Olympics through the BBC website.
The British Broadcasting Corporation(BBC) has some of the best Olympic coverage in the world and Moreover Technologies, Newsdesk and Search Engine Toolkit, help provide value to the BBC visitors.
There are 3 levels of Olympic coverage offered through the BBC website:
Countries
Every country has their own news page, listing key facts, records, medal counts, and more. The “Around the Web” news is powered by Moreover and is a part of every country’s page.
Just like countries, each sport being showcased in the Olympics has its own dedicated page. Moreover’s tools allow the “Around the Web” section to be populated with relevant news with minimal manual intervention.
Top individual Olympians also have their own pages supported by Moreover’s news. Hundreds of pages at www.BBC.co.uk showcase how information can be automatically displayed using a robust taxonomy to create value for visitors.
We are continuingour coverage of the Olympics using Newsdesk to understand how the top Olympic sponsors at the London Games are benefiting from their advertising dollars and pounds.
Visa is hoping that there is no such thing as bad publicity after a system malfunction left spectators unable to pay with their Visa cards at Wembley Stadium. Unfortunately, as a condition of their sponsorship, Visa is the only accepted credit card at the 2012 Olympics, leading to long lines for concessions and disgruntled visitors.
This mishap was the main feature on dozens of sites and gained a passing mention in many more.
[Visa] introduced a new congratulatory commercial celebrating Emilie Heyman’s bronze medal performance in women’s synchronized 3-metre springboard at the London 2012 Olympic Games. The spot, entitled “Congratulations Emilie,” aired on Canada’s Olympic Broadcast Media Consortium and features an image of Emilie on the podium in London.
Visa had more coverage than Coke and GE combined.
Our medalists for most news coverage on the 30th of July are:
Gold: Visa
Silver: Coke
Bronze: GE
After taking Bronze over the weekend, Samsung did not place in the top 3 today and GE won their first medal.
What is your opinion about Visa’s sponsorship? Even with the troubles at Wembley, was it still a good move to have a monopoly on payments at the games? Tell us in the comments!
During this Olympics, we are looking at which corporate sponsors are getting the most bang for their advertising buck. In the spirit of the Games, each day we are using Newsdesk to examine different ways the top 3 companies, ranked by coverage, are getting extra buzz in the news from Olympics.
Chart generated in Newsdesk showing the weekend coverage of the top 3 Olympic sponsors
This weekend’s top 3:
Gold: Coke
Silver: Visa
Bronze: Samsung
While Coke came out on top, all 3 of these sponsors seem to benefit largely from being the top sponsors rather than just sponsors. Much of the news coverage that mentions sponsorship of the Olympics uses at least one of these companies as an example. This is likely due in part to already being recognizable brands, though the amount of money paid by sponsors is a story in and of itself.
Also, as we live in a world of syndication, it only takes a few articles like this to be republished by dozens of other outlets, making its way into blogs and other social media.
Does this reflect your experience in watching and discussing the Olympics? Are there other companies that you feel should have ranked above these 3? Tell us in the comments.
Tracking the Top Olympic Sponsors: Who Will the Big Winners Be?
As the opening ceremony of the Games of the XXX Olympiad kicks off this evening, billions of people in more than 200 countries and territories will be watching. Without a doubt, the Olympics are the biggest sporting event on the planet. And according to the official Olympics’ website ”one of the most effective international marketing platforms in the world.” But what does “most effective” mean for the 11 worldwide sponsors of this year’s Olympics?
To see who gets the most bang for their buck, we’re monitoring the media coverage of the London 2012 Olympic Sponsors: ACER, ATOS, Coke, DOW, GE, McDonalds, Omega, Panasonic, P&G, Samsung, and Visa.
With the help of our award-winning news and research tool, Newsdesk (read about how the top sponsors develop their campaigns), we’ll be mining the data and stories and reporting back to you on how the companies and brands are making out. From traditional news and social media mentions to online reputation management, over the course of the games, we’ll look at what this year’s sponsors are getting for spending tens or hundreds of millions of dollars tying their brand to the Olympic rings.
So check back here every day for our updated analysis. Let us know in the comments what you would like us to examine.
We have just rolled out new changes to Newsdesk to facilitate your media monitoring efforts.
Improvements to User Comments on the Dashboard
You can now see which articles have comments from other users directly on the Dashboard widgets. Click the icon next to an article to see the discussion from colleagues about a news topic and to add your own comments.
New Article and Source Metadata in Feed Export
The Rich Atom feed now provides additional metadata about the source and the article. It can be used to build up a client-side index of articles for more detailed media analytics.
It also allows clients to offer a richer end-user experience by displaying more information alongside article headlines, such as the country of a source.
Here is an example of an article with the new tagging:
<entry>
<title type=”html”>Olympic and Paralympic Values – Excellence week</title>
<link rel=”alternate” href=”https://newsdesk.moreover.com/linkToStory/ />
<link rel=”enclosure” href=”http://site.com/image.png” />
<id>https:/newsdesk.moreover.com/linkToStory</id>
<updated>2012-07-12T17:57:00Z</updated>
<published>2012-07-12T17:57:00Z</published>
<summary type=”html”>Olympic and Paralympic Values: Excellence week. On June 11, World Class kicked off seven weeks of Olympic-themed content in our buildup to the London 2012 Olympic Games…
</summary>
<source>
<title>BBC</title> manually indent these a little more
<link rel=”alternate” href=”http://www.bbc.co.uk” />
</source>
<m:article_id>6817501983</m:article_id>
<m:language>English</m:language>
<m:publisher>British Broadcasting Corporation</m:publisher>
<m:source_rank>1</m:source_rank>
<m:source_category>National</m:source_category>
<m:source_sections>
<m:source_section>Society</m:source_section>
<m:source_section>Standard</m:source_section>
</m:source_sections>
<m:region>Europe</m:region>
<m:subregion>Northern Europe</m:subregion>
<m:country>United Kingdom</m:country>
<m:feed_class>News</m:feed_class>
<m:stock_tickers>
<m:stock_ticker>XSTU:ITJ</m:stock_ticker>
<m:stock_ticker>XMUN:ITJ</m:stock_ticker>
<m:stock_ticker>XFRA:ITJ</m:stock_ticker>
<m:stock_ticker>XBER:ITJ</m:stock_ticker>
<m:stock_ticker>XTKS:4951</m:stock_ticker>
</m:stock_tickers>
<m:topics>
<m:topic>Sports: London 2012 news</m:topic>
<m:topic>Sports: latest</m:topic>
<m:topic>Society news</m:topic>
</m:topics>
</entry>
Online reputation management (or monitoring) is the practice of monitoring the Internet reputation of a person, brand or business, with the goal of emphasising positive coverage rather than negative reviews or feedback.
Who should be doing it?
Anyone that has a presence online. If people are talking about you, you have a reputation. You can keep it from turning sour or maybe even turn things around.
When?
You should be engaging your critics as soon as they post their feedback. Many tools have configurable email or RSS alerts that notify you once your name has been mentioned.
Where?
With exploding social media, conversations about your brand can take place anywhere. Make sure you’re covering:
People are becoming much more savvy about researching products and services before they buy. Negative feedback about your brand can be costing you sales. Catching things early before they spiral out of control can save you a lot of headaches down the road.
Bonus non-W: How?
There are a wide variety of tools available to track mentions about you and your company. Find the places online where people are talking about you and engage them positively.
Our company blog with the latest news, product updates, media intelligence insights, and other fine fare out of our Dayton (OH), Reston (VA), and London (UK) offices!
Yesterday it was announced that visitors at the London Games have spent almost 
