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SBD Global/August 16, 2012/Marketing and Sponsorship
Diver Tom Daley Is The British Olympian Most Likely To Capitalize On Games
Published August 16, 2012
|6.||Chris Hoy||Track Cycling||339,799|
|7.||Victoria Pendleton||Track Cycling||127,432|
|8.||Greg Rutherford||Long Jump||113,328|
|10.||Laura Trott||Track Cycling||87,357|
TRULY SOCIAL: REUTERS' Natasha Baker reported that a "social marketing web app helped companies score gold with consumers during what has been dubbed as the first social media Olympics." Wildfire, the social media management web software recently bought by Google and used by 16,000 companies worldwide, enabled firms "to create Olympics promotions and campaigns on social platforms and track fan growth and engagement." Wildfire Data Analyst James Lancaster said that some of the official sponsors of the London Games, which included P&G, Coca-Cola and Visa, "saw their fan bases grow by millions of followers, and a doubling of their engagement levels throughout the Games." He said, "Olympics on social media had a huge role for brands. Not only were fan bases growing by huge amounts but fans were really interacting with brand pages." Lancaster attributed social media success among the official sponsors to "the ability to leverage Olympics branding in their content and implementing social media best practices, such as engaging fans through polls, questions and photo-sharing" (REUTERS, 8/15).