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Tracking the Social
Winter Olympics 2014
Day 5 - Monday, February 10, 2014
Total Number of Olympic
Mentions on 2/10/2014:

1,132,956

Data gathered on 2/11/2014 using Radian6 social listening
That’s 786 mentions a
minute!

Data gathered on 2/11/2014 using Radian6 social listening
Day 5 Timeline (Turns in Conversation)
The peak of sharing occurred
following the men’s moguls event as
Canadians Alex Bilodeau and Mikael
Kingsbury finished first and second to
take home gold and
silver, respectively.

120,000
100,000
80,000
60,000
40,000
20,000
0
12 AM

2 AM

4 AM

6 AM

8 AM

10 AM

12 PM

2 PM

4 PM

6 PM

8 PM

10 PM
Top & Trending Hashtags
#sochi2014

279,447

#olympics2014

44,840

#wearewinter

42,228

#olympics

41,122

#sochi

37,562

#mcm

29,511

#teamusa

26,931

#teamcanada

21,943

#sochiproblems

15,521

#gocanadago

12,447

0

50,000 100,000 150,000 200,000 250,000 300,000

• As expected, #Sochi2014 remained the most common
hashtag, being used in approximately 25% of all Olympic
posts.
• Canadian-related hashtags
#GoCanadaGo, #TeamCanada, and #WeAreWinter
continued to be present within the top 10 as Canada
medalled three times. #MCM also surged as spectators
used the hashtag to reference Canadian athlete Mark
McMorris.
• #SochiProblems continued its decline as athletes and
journalists got accustomed to their surroundings.
Interestingly, since arriving in Sochi, athletes have stated
that accommodations are not as bad as the media
initially portrayed them to be.
Most Popular Sports & Events
100,000

93,504

90,000

• Curling overtook figure skating to become the most talked
about event as the round-robin got underway for both
men’s and women’s teams.

80,000

Add Art

70,000
60,000
50,000

42,573
37,824

40,000

34,252

33,957

30,000

• Mentions of hockey increased by 20,872 posts from Day 4.
While the US women’s team was busy breaking records by
scoring three goals in 55 seconds, potential line
combinations were leaked following practices by US and
Canada’s men’s teams.
• Moguls and speed skating rounded out the top
5, increasing by 32,667 and 19,473 posts, respectively.

20,000
10,000
0
Curling

Hockey

Moguls

Figure
Skating

Speed
Skating
Olympic Coverage – CBC vs NBC

NBC

50,890

CBC

20,000

30,000

35,000

40,000

45,000

Add Art

• While NBC pulled ahead in terms of volume, concerns
were expressed regarding the quality of its broadcast.
Viewers criticized NBC for excessively airing commercials
and athlete interviews at the expense of live events. As a
result, instructions on how to stream the games online via
another provider (i.e., BBC, CBC) within the US were
shared. Subsequently the hashtag #NBCFail surfaced.

43,630

25,000

• From February 6–10, NBC and CBC combined to generate
94,520 social posts. This involves mentions of the
companies in conjunction with either
Olympics, Olympics2014, Sochi, or Sochi2014.

50,000

• In comparison, CBC was commended for its breadth of
coverage and for not focusing solely on events where
Canadian athletes were performing.
Most Popular Countries
Top 5 Team Hashtags
#teamusa
#teamcanada
#teamgb
#teamrussia
#teamfrance

26,932
21,943
2,176
698
455

0

5,000

10,000

15,000

20,000

25,000

30,000

• Posts originating from France almost doubled as the
country won it’s first two medals of the games in the
men’s 12.5km biathlon event.

Top 5 Countries Talking
United States
Canada
Netherlands
United Kingdom
France

• An influx of #TeamCanada posts came on the heels of
Canada winning three medals during Day 5, and
almost overtook #TeamUSA. #TeamUSA volume
declined by approximately 7,000 posts as it was
awarded one bronze for the day.

776,588

• Be sure to keep an eye on these rankings as they will
continued to fluctuate as the Olympics press on.

140,169
33,233
29,657
18,499

0

200,000

400,000

600,000

800,000 1,000,000
Top 10 Most Mentioned Athletes
Alex Bilodeau (Canada)

58,295

Mark McMorris (Canada)

56,826

Charles Hamelin (Canada)

34,587

Mikael Kingsbury (Canada)

20,201

Jamie Anderson (USA)

17,050

Martin Fourcade (France)

14,623

Julia Mancuso (USA)

12,524

Johnny Quinn (USA)
Alex Bilodeau
@Abilobeau_Ski
58,295 Mentions

11,255

Shaun White (USA)

9,946

Jan Smeekens (Netherlands)

9,500

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000
Top 5 Most Mentioned Athletes
Non-North American
• With the USA and Canada dominating social conversations, it comes as no surprise that athletes from these countries are the
most talked about… But who are the most-mentioned athletes outside of these borders?

Martin Fourcade
France
@martinfkde
15,252 Mentions

Jan Smeekens
Netherlands
@JanSmeekens
9,500 Mentions

Yulia Lipnitskaya
Russia
4,771 Mentions

Maria Höfl-Riesch
Germany
@Maria
8,897 Mentions

Michel Mulder
Netherlands
@muldermichel
8,022 Mentions
Top 5 Most Mentioned Users
(excluding athletes)

@CDNOlympicTeam
31,026 Mentions

@Sochi2014
12,502 Mentions

@CBCOlympics
12,888 Mentions

@NBCOlympics
10,049Mentions

@USOlympic
8,511 Mentions
exacttarget.com

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Social Engagement Report for Day 5 of #Sochi2014

  • 1. Tracking the Social Winter Olympics 2014 Day 5 - Monday, February 10, 2014
  • 2. Total Number of Olympic Mentions on 2/10/2014: 1,132,956 Data gathered on 2/11/2014 using Radian6 social listening
  • 3. That’s 786 mentions a minute! Data gathered on 2/11/2014 using Radian6 social listening
  • 4. Day 5 Timeline (Turns in Conversation) The peak of sharing occurred following the men’s moguls event as Canadians Alex Bilodeau and Mikael Kingsbury finished first and second to take home gold and silver, respectively. 120,000 100,000 80,000 60,000 40,000 20,000 0 12 AM 2 AM 4 AM 6 AM 8 AM 10 AM 12 PM 2 PM 4 PM 6 PM 8 PM 10 PM
  • 5. Top & Trending Hashtags #sochi2014 279,447 #olympics2014 44,840 #wearewinter 42,228 #olympics 41,122 #sochi 37,562 #mcm 29,511 #teamusa 26,931 #teamcanada 21,943 #sochiproblems 15,521 #gocanadago 12,447 0 50,000 100,000 150,000 200,000 250,000 300,000 • As expected, #Sochi2014 remained the most common hashtag, being used in approximately 25% of all Olympic posts. • Canadian-related hashtags #GoCanadaGo, #TeamCanada, and #WeAreWinter continued to be present within the top 10 as Canada medalled three times. #MCM also surged as spectators used the hashtag to reference Canadian athlete Mark McMorris. • #SochiProblems continued its decline as athletes and journalists got accustomed to their surroundings. Interestingly, since arriving in Sochi, athletes have stated that accommodations are not as bad as the media initially portrayed them to be.
  • 6. Most Popular Sports & Events 100,000 93,504 90,000 • Curling overtook figure skating to become the most talked about event as the round-robin got underway for both men’s and women’s teams. 80,000 Add Art 70,000 60,000 50,000 42,573 37,824 40,000 34,252 33,957 30,000 • Mentions of hockey increased by 20,872 posts from Day 4. While the US women’s team was busy breaking records by scoring three goals in 55 seconds, potential line combinations were leaked following practices by US and Canada’s men’s teams. • Moguls and speed skating rounded out the top 5, increasing by 32,667 and 19,473 posts, respectively. 20,000 10,000 0 Curling Hockey Moguls Figure Skating Speed Skating
  • 7. Olympic Coverage – CBC vs NBC NBC 50,890 CBC 20,000 30,000 35,000 40,000 45,000 Add Art • While NBC pulled ahead in terms of volume, concerns were expressed regarding the quality of its broadcast. Viewers criticized NBC for excessively airing commercials and athlete interviews at the expense of live events. As a result, instructions on how to stream the games online via another provider (i.e., BBC, CBC) within the US were shared. Subsequently the hashtag #NBCFail surfaced. 43,630 25,000 • From February 6–10, NBC and CBC combined to generate 94,520 social posts. This involves mentions of the companies in conjunction with either Olympics, Olympics2014, Sochi, or Sochi2014. 50,000 • In comparison, CBC was commended for its breadth of coverage and for not focusing solely on events where Canadian athletes were performing.
  • 8. Most Popular Countries Top 5 Team Hashtags #teamusa #teamcanada #teamgb #teamrussia #teamfrance 26,932 21,943 2,176 698 455 0 5,000 10,000 15,000 20,000 25,000 30,000 • Posts originating from France almost doubled as the country won it’s first two medals of the games in the men’s 12.5km biathlon event. Top 5 Countries Talking United States Canada Netherlands United Kingdom France • An influx of #TeamCanada posts came on the heels of Canada winning three medals during Day 5, and almost overtook #TeamUSA. #TeamUSA volume declined by approximately 7,000 posts as it was awarded one bronze for the day. 776,588 • Be sure to keep an eye on these rankings as they will continued to fluctuate as the Olympics press on. 140,169 33,233 29,657 18,499 0 200,000 400,000 600,000 800,000 1,000,000
  • 9. Top 10 Most Mentioned Athletes Alex Bilodeau (Canada) 58,295 Mark McMorris (Canada) 56,826 Charles Hamelin (Canada) 34,587 Mikael Kingsbury (Canada) 20,201 Jamie Anderson (USA) 17,050 Martin Fourcade (France) 14,623 Julia Mancuso (USA) 12,524 Johnny Quinn (USA) Alex Bilodeau @Abilobeau_Ski 58,295 Mentions 11,255 Shaun White (USA) 9,946 Jan Smeekens (Netherlands) 9,500 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000
  • 10. Top 5 Most Mentioned Athletes Non-North American • With the USA and Canada dominating social conversations, it comes as no surprise that athletes from these countries are the most talked about… But who are the most-mentioned athletes outside of these borders? Martin Fourcade France @martinfkde 15,252 Mentions Jan Smeekens Netherlands @JanSmeekens 9,500 Mentions Yulia Lipnitskaya Russia 4,771 Mentions Maria Höfl-Riesch Germany @Maria 8,897 Mentions Michel Mulder Netherlands @muldermichel 8,022 Mentions
  • 11. Top 5 Most Mentioned Users (excluding athletes) @CDNOlympicTeam 31,026 Mentions @Sochi2014 12,502 Mentions @CBCOlympics 12,888 Mentions @NBCOlympics 10,049Mentions @USOlympic 8,511 Mentions