5 Social Media News Stories You Need to Read This Week
By Roza TsvetkovaJun 28
30-min webinar covering the top trends affecting the pharma industry
Published July 17th 2018
The glitzy tennis extravaganza is over and Brandwatch has the data on the top mentioned official suppliers.
Without further ado we’ll dive into what drove their success and the conversations behind the brands.
Using Brandwatch Analytics the Brandwatch React team searched for mentions of all of the official Wimbledon sponsors across social media.
This included variations of brand names as well as branded hashtags.
We measured the volume of those mentions between Monday 25 June – Sunday 15 July 2018 (UK time).
Pimm’s, HSBC, IBM, Ralph Lauren and Robinsons were the victorious suppliers.
But what drove that conversation?
For HSBC, it was their “Play of the Day” content.
Ekaterina Makarova delivering delightful disguise in the @HSBC_Sport Play of the Day 😎#Wimbledon pic.twitter.com/2KLghtkKur
— Wimbledon (@Wimbledon) July 6, 2018
HSBC’s involvement in the ticket resale scheme, which was given a boost by influencers like @DiaryoftheDad, also helped them gain traction on social.
.@HSBC_UK has supported @Wimbledon’s Ticket Resale scheme since 2008, an amazing cause! Every ticket sold helps benefit charities via the @WimbledonFDN!  #ad pic.twitter.com/npFSU4Cq7p
— Tom Briggs | Diary of the Dad (@DiaryOfTheDad) July 9, 2018
Ralph Lauren conversation was driven by famous audience members wearing RL clothing, such as actor Tom Holland, and Meghan Markle who watched the tennis with Kate Middleton.
IBM had three key conversation drivers.
Firstly, their #FindTheAdvantage content.
An eighth third round tie awaits...
— Wimbledon (@Wimbledon) July 5, 2018
Take a closer look at @RafaelNadal's victory with @IBM
📊 #FindTheAdvantage #Wimbledon pic.twitter.com/sv75AaI6W8
Media coverage around their AI emotional analysis was another.
Finally, this awesome poster gave them a great boost in mentions.
How do you capture 150 years of history in a single image? We used #AI to select and stitch 8,400 classic @Wimbledon photos together to create the 2018 Official Championships Poster: https://t.co/QbnuawUfwd pic.twitter.com/yWBMVYlkgw
— IBM (@IBM) July 2, 2018
Robinsons had a lot of success in gaining traction by using competitions. This tweet got them a solid 1.5k mentions.
Watching #Wimbledon this year? We've got 10 Robinsons water bottles to give away, just FOLLOW+RT for your chance to #win 🎾 Ends: 10th July. T&Cs apply: https://t.co/qdWGAhkOvW pic.twitter.com/O5rzAbf1F1
— Nisa Local (@NisaLocally) July 3, 2018
Brandwatch was able to analyze emoji use around some of the top-mentioned sponsors within Wimbledon-related conversation. Here’s how to identify Pimm’s, IBM and Robinsons solely in emoji language.
As massive fans of the delightful drink, we dug a little deeper into Pimm’s mentions to see how the conversation was structured.
We found that of all the Pimm’s mentions (12,475 mentions), only 8% (1,012) included the @PimmsGB Twitter or Instagram handle. The other 92% used Pimm’s, Pimms, #Pimms or #PimmsOClock.
If Pimm’s’ community managers aren’t monitoring the full range of Pimm’s related keywords they’re likely missing out on a lot of this content, and even more if you consider logo mentions.
Here’s a post from Jamie Oliver that doesn’t @ mention the brand. If he hadn’t included the word “Pimm’s” in the hashtag area the team might not have been aware of it at all.
In our most recent report we discuss the importance of logo detection for modern sponsors as Adidas faced off against Nike at the 2018 World Cup.
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Brandwatch analyzes social data on sponsors, big moments and consumer behaviour during the 2018 Men's World Cup..
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