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“THANK YOU MOM”Overview

Thank You Mom Initiative with Special Olympics 2011

The “Thank You Mom” campaign P&G started during the 2010 Winter Olympics and it was rebooted for a special initiative surrounding the Special Olympics 2011. The Thank You Mom - Special Olympics campaign kicked off right before Mother’s Day 2011.

Spiral16, a Web and social media monitoring company, performs research and analysis on PR and Brand campaigns that we believe are exceptional in nature. The recent Thank You Mom initiative with Special Olympics caught our attention and we began studying the campaign early. The results of the campaign were extraordinary and we put these results in report form for your review.

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“THANK YOU MOM”Key Observations, Part 1

Thank You Mom Initiative with Special Olympics 2011

This PR initiative is a text book example on brand engagement online. A few observations about the campaign from a research and media perspective:

Strong Mom Blogger Campaign Evangelists – The mom bloggers who were engaged for P&G’s campaign were extremely effective. The data shows that the mom bloggers were among the most influential and powerful sources for spreading the campaign message.

DeVries PR and P&G Communicated Very Effectively - Spiral16 research shows that the brand is at the center of the campaign, and the brand is in control of the communication and flow of the message. In addition, the communication with the blogger evangelists resulted in a unified, consistent message across the various blogs and bloggers.

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“THANK YOU MOM”Key Observations, Part 2

Thank You Mom Initiative with Special Olympics 2011

Concentration on Blogs + Facebook as Primary Online Medium – The campaign message was concentrated mainly on blogs with a focus on the Facebook page for the campaign. The message wasn’t watered down or spread too think across many different channels which often occurs with online media initiatives. The PR team used the proven principal of “Concentrate to dominate” and it worked beautifully.

Crossover Media Exposure Due to Strength of TYM Special Olympics Campaign – The strength of the campaign brought additional visibility surrounding the P&G brand online during the May-July time period. Our research showed that other P&G news stories showed up prominently in the data, riding the wave of the strong TYM campaign.

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“THANK YOU MOM”About Research

Spiral16 Data and Research

Spiral16 ResearchThe Spiral16 team researched the Thank You Mom Special Olympics campaign from March 1 to July 16. Our software brought back almost 700 unique web pages, which we reviewed manually, using a data set of 266 unique web pages for this report.

Spiral16 cannot presume to know all the details of a well executed campaign like Thank You Mom Special Olympics. However, we believed this campaign made an excellent report because the research showed very clearly the strong performance of the campaign.

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Sentiment: March – July 2011

PAGE SENTIMENT

THANK YOU MOM –SPECIAL OLYMPICS CAMPAIGN

Page sentiment was insanely positive for the campaign.

Thank You Mom –Special Olympics data was 91% positive, 8% neutral and 0% negative.

I rechecked the data multiple times because it’s so rare to find such high positive, low negative sentiment ratings.

Chart above shows campaign sentiment measured from March 1 through July 17.

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Sentiment: May – June 2011

PAGE SENTIMENT

THANK YOU MOM –SPECIAL OLYMPICS CAMPAIGN

Thank You Mom –Special Olympics data for the core of the campaign--May through July—showed 94% positive sentiment with only 6% neutral sentiment.

Chart above shows campaign sentiment measured from May 1 through July 17.

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THANK YOU MOM –SPECIAL OLYMPICS CAMPAIGN

Word Cloud

KEY TERMS ASSOCIATED WITH CAMPAIGN

The main keywords and terms surrounding online conversations about Thank You Mom – Special Olympics results were consistent with the main campaign message.

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THANK YOU MOM –SPECIAL OLYMPICS CAMPAIGN

Campaign Activity Across Site Types

EARLY RESULTS: BLOGS AND NEWS SITES MAIN SOURCES OF CAMPAIGN ACTIVITY

Early results from Spiral16 data shows that blogs and news sites were main sources of online activity for the Thank You Mom – Special Olympics initiative. Early results show a powerful blog presence for the campaign.

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THANK YOU MOM –SPECIAL OLYMPICS CAMPAIGN

Word Cloud

KEY TERMS ASSOCIATED WITH CAMPAIGN

The main keywords and terms surrounding online conversations about Thank You Mom – Special Olympics results were consistent with the main campaign message.

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THANK YOU MOM –SPECIAL OLYMPICS CAMPAIGN

Influential Pages and Bloggers

The Spiral16 software was built with its own web crawler that works like a search engine. Our software was built to target influential sources within a topic of search and we have a proprietary influence algorithm that ranks each page—by the topic you are searching for. Unlike other monitoring platforms, Spiral16 software can be trained to act as a mini search engine for your topic.

One of the most effective features of Spiral16 is that we offer the ability to efficiently and quickly target the data sources with the greatest impact. Interesting results about some of the top influential pages returned in the Spiral16 search:

Blogger Jessica Gottlieb held the number one position of the most influential web source in the topic searched. Gottlieb’s “Contact Us” page came in #15 in the influence ranking.

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THANK YOU MOM –SPECIAL OLYMPICS CAMPAIGN

Influential Pages and Bloggers

Interesting results about some of the top influential pages returned in the Spiral16 search:

Influential Sources - Second to Jessica Gottlieb in terms of influence, AlphaMom founder Isabel Kallman was a strong second in terms of online influence and weight. Pages from the SITS Girls, Heather Spohr and Tanis Miller followed Gottlieb and Kallman in terms of of highly ranked influential pages within the topic.

Pages from the Devries PR website and blog ranked #5 and #16 respectively in the influence ranking for the topic. This reflect the strong footprint of the Devries firm and how this footprint benefits clients.

The Thank You Mom page on PG.com and the Thank You Mom Twitter and Facebook branded pages were in the top results (Top 25) showing that people look to the branded sites as a resource, which shows trust for the brand.

P&G

Jessica Gottlieb

TY Mom Facebook

Spiral16 - Visual Map of Search Data

Visual map of the Thank You Mom -Special Olympics

Visual map of search data shows how effective DeVries PR and P&G communicated the campaign message online.

Brand initiatives are at the center of the conversations. In addition, the bloggers engaged to communicate the campaign are central to the communication.

The most influential “voice” of the bloggers engaged for this campaign, Jessica Gottlieb, shows up in the center of the online conversations but Gottlieb also spun off her own little universe of online buzz surrounding Thank You Mom/Special Olympics.

TYM Bloggers

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IMAGE KEY

Blogs : Blog platforms and sites

News : New and traditional news portals

Social : Forums, message boards, micro blogs, social networking, social bookmarks

General Information : Corporate sites, reference sites, non-categorized information

Shopping & Review : Shopping portals, consumer and product review, coupon sites

Video : Video aggregators and portal

Positive SentimentNegative SentimentNeutral Sentiment