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?
After tallying yesterday’s news coverage, the results are in:
Gold: McDonald’s
Silver: Coke
Bronze: Visa
McDonald’s had the most coverage, driven largely by their being the official restaurant of the Olympics. All 3 of today’s medalist received negative coverage due to continuing public outcry over their monopolistic sponsorship agreements.
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.
Over at commpro.biz, Todd Murphy, the Vice President of Universal Information Services explores how PR professionals should view the role of traditional news in the current media monitoring landscape dominated by Twitter and Facebook.
The main takeaway is that even if traditional print and online news don’t have the buzz, you ignore them at your own peril.
Recently, changes within the news monitoring industry have prompted some to question the value of the individual mediums [sic] that news tracking services monitor. [Only] a couple of us [are] now tracking all media and providing true measurement of those results…
Social media are where stories break and people discuss the news, but these discussions are typically anchored around traditional news content. Keep this in mind when determining priorities for media monitoring.
…the evolving landscape of all news media has changed the way news monitoring services track your news. However, this causality isn’t because one medium is less valuable, but rather our change in monitoring and measurement has been precipitated by an equal shift in how PR professionals and communicators should be earning their media exposure. Think in terms of just “media”, instead of mainstream vs. new media.
Looking at the engagement in spheres of social media without also monitoring the news is to have a large blind spot in your Public Relations vision.
With the exception of a few dozen online sources and blogs, mainstream media is still driving the public relations train. Perhaps, though, it is better for more people to realize that we’re no longer riding a train. We’re cruising at light speed. Monitoring where a story first pops in the mainstream media, and then mapping the engagement of that story as it resonates through newer mediums [sic], is now the standard for public relations.
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.
On Wednesday 4th July, Moreover will be making a change to the way in which News article extracts are presented in the Newsdesk and Search Engine Toolkit products.
Currently the extract appears in non-paragraphed format within the source code of any RSS, TSV, Atom, or HTML feed that is using News content. Starting on the 4th of July, paragraph breaks will be included (where present) in the text of the extract.
Please note that all other media types which make up our Social Media coverage (Blogs, Comments, Social Networks, Forums, etc.) already output in this format.
We do not expect there to be any issues for our clients as a result of this change, but if you have any questions about this upcoming update, please contact your Client Services Representative.
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!
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