case study: 2010 vancouver olympic winter games
DESCRIPTION
The goal of these next few slides is to show the power of two companies, NBC & Cisco, collaborating to highlight the power of social media. This presentation not only looks at the results by the numbers, but looks at the true journey of collaboration pre-event to post event.TRANSCRIPT
June 29, 2010
2010 Vancouver Olympic Winter GamesThe Power of Social Media & Collaboration
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 2
The Foreword
The goal of these next few slides is to show the power of two companies, NBC & Cisco, collaborating to highlight the power of social media.
This presentation not only looks at the results by the numbers, but looks at the true journey of collaboration pre-event to post event.
Check out the Cisco Flip Footage at NBCOlympics.com
“Loving Legwarmers with Bree Schaaf” from the Vancouver Olympics
NBC’s Brad Blanks asks locals in Whistler about the weather in Vancouver
Bill Schuffenhauer captures his U.S. bobsledding team’s excitement prior to Opening Ceremony
Speed skater Allison Baver preps for training at Vancouver Games
Tug-of-war between U.S. & Canada bobsled teams
NBC’s Brad Blanks interviews Queen Latifah at the 2010 Olympics
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 3
Objectives
Capture the culture of the 2010 Vancouver Winter Games from fans, journalists, and athletes before and during the games
Help speed up the delivery of online video content while reducing production cost
Extend the reach of the Games beyond NBCOlympics.com
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 4
Strategy
Before Event: Create excitement by highlighting how Cisco and NBC help revolutionize viewer experience at the Olympics
At Event:
Find a low-cost, low-fuzz alternative
for video production
Encourage recording and
sharing of footage
Put users in driver’s seat
After Event: Keep event “alive” by continuing to share user-generated content
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 5
Tactics
Cisco provided Flip cameras to NBC who distributed them to US athletes, bloggers, analysts, etc. before event to record the behind-the-scenes story
NBC production crew edited and posted footage submitted by Flip users
Both companies leveraged all Cisco and NBC social media channels
Teams used consistent tagging in social media to increase reach
E.g., as #Flip, #Vancouver2010, # Olympics hashtags on Twitter
Both teams integrated social media into their online presence
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 6
Anticipation Building
Cisco Facebook
Cisco Blogs Cisco YouTube videos
Cisco Twitter
Pre-EventCreate excitement by highlighting how Cisco and NBC help revolutionize viewer experience at the Olympics
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 7
EventDrive content creation and consumption
Athletes create videousing Flip provided
by Cisco
NBC edits user-generated footage
Cisco Social Media Channels
NBC Social Media channels
Edited videos distributed via
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 8
EventConnect social media, user-generated content (UGC) and online marketing to help facilitate content discovery
NBC displays NBC and Cisco tweets on NBCOlympics.com
Cisco blog points backto NBCOlympics.com
and embeds user-generated video
Online marketing to help promote social media and UGC
Social media to help promote online marketing and UGC
NBCOlympics.com hosts athlete’s video
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 9
How successful have social media activities been?
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 10
Cisco Employee with over 600 friends’ posts note about athletes using Flip cameras at Olympics
Cisco Social Media Program Manager responds back
Microsoft Friend with over 3,000 friends comments on post
Microsoft Friend creates related blog & video with approx. 50-60,000 visits per month
Microsoft Friend tweets blog with approx. 50,000 followers
1 post reachesover 50,000
users
The Power of a Facebook Post
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 11
The Power of a Blog
Cisco blog during event generated…
About 50% increase on comments than on average posts About 60%+ increase on # of re-tweets from blog post #3 most viewed blog on Cisco Service Provider Blog from Feb 19 – May 10
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 12
The Power of Collaboration
From January 2010 to March 2010
26 Flip videos Over 292,000 Flip
video minutes watched
Over 650,000 page views on NBCOlympics.com
Over 650,000 page views on Cisco.com
36% increase in followers on Cisco SP Video Twitter
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 13
Seven Things We Would Do Differently Next Time
Capture all footage in one place instead of distributed across NBCOlympics.com
Pre-plan how, when and what type of metrics to track before the program instead of during the program
Establish clear knowledge of who the stakeholders are to leverage Flip footage and tweets
Monitor & track athletes’ tweets to increase social media awareness
Capture more photos at the Games & extend by posting on NBCOlympics.com and on Flickr
Create a more robust post-event joint social media plan
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 14
Many Thanks to…..
Cheryl Conner, George Tupy, Sara Cicero, Karen Snell, David Deans, and Don Nelson from Cisco for their support with this program.
Thank you to all of the folks from NBC for their collaboration with Cisco: Perkins Miller, Lenny Blum, Eric Hamilton, Brad Blanks, Lindsay Yaw, and Lauren Cook.
Petra Neiger for her guidance on and contributions to this presentation.
Zoya [email protected]
www.twitter.com/ZoyaFallah
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 15