Challenge

To provide the Association of National Olympic Committees (ANOC) visibility of the current social performance, resources, and challenges of all 206 National Olympic Committees (NOCs) and to create a benchmark for measuring the impact of future programmes. 

Solution

The first part of our solution required an audit of NOC social media performance and intelligence gathering to understand the issues and challenges faced by NOCs of varying size, resource and capability. What we did: 

  • undertook the largest ever social media audit of NOCs, including analysis of over 550 social media handles, to understand which social media channels they use 
  • analysed all NOCs through social media monitoring tools, a custom-built survey and priority technology 
  • sent a multi-lingual survey, completed by 137 NOCs,  to investigate the resources, strategies and challenges NOCs face on social media 
  • provided more context into performance (NOCs grouped by social media size and external factors, including population size, internet penetration, and Olympians) 
  • translated and evaluated all survey responses to understand the landscape of NOC digital and communication teams 

Following the audit and creation of a benchmark to measure progress againstwe developed the ANOC Digital Accelerator Programme, which includes (to date): 

  • production of a Social Media Handbook to equip NOCs with the tools needed to maximise social media performance 
  • design and delivery of workshops providing all NOCs with best practice, strategies and tools to implement at the Tokyo 2020 Olympic Games and Beijing 2022 Winter Olympic Games 
  • building a NOC social media performance dashboard for publication on the ANOC website

Results

  •  production of a best practice audit sent toto every NOC 
  •  presentation of key findings to ANOC Marketing Commission (since uploaded to its website and resulting in coverage from media publications and NOCs)
  •  actionable insights into NOC social media performance and factors for success
  •  database and measurement framework for future NOC social media performance benchmarking: this established pre-Olympic NOC social media benchmarks
  • creation of the ANOC Digital Accelerator Programme for ANOC to market to members
  • NOCs have collectively grown social media audiences by more than 5 million since the start of the programme 

‘A massive thank you to the Redtorch team. The ANOC Report is the first of its kind and is fundamental in us gaining a better understanding of NOC performances on social media and how we can best support them ahead of the Olympics and other key events.’  

Gustavo Harada 

International Relations Director, ANOC

Contact us to find out how we can help you to understand, grow and engage your audience.