In this case study, we learn how Hill+Knowlton - Identified the most important social posts and tracked trends in conversation - Produced daily snapshot reports that helped inform decision-making - Used real-time Alerts, Signals and analysis to stay ahead of potential stories

1. © Brandwatch.com
Case Study/
Wimbledon and
Hill+Knowlton
Managing reputation
in real-time

2. Wimbledon/ Case Study 02
1877YEAR FOUNDED
1Billion
GLOBAL AUDIENCE
VIEWED ACROSS
200TERRITORIES
139,435PORTIONS OF STRAWBERRIES
SERVED IN 2016
About Wimbledon
Wimbledon is the oldest tennis tournament in the world and is widely
considered the most prestigious. It has been held at the All England
Club in Wimbledon, London since 1877. Wimbledon is one of the four
Grand Slam tennis tournaments and the only major still played on a
grass court.
About Hill+Knowlton Strategies
Hill+Knowlton Strategies, Inc. is an international communications
consultancy, providing services to local, multinational and global clients.
The firm is headquartered in New York, with 87 offices in 49 countries,
as well as an extensive associate network. The agency is part of WPP,
one of the world’s largest communications services groups.

3. Wimbledon/ Case Study 03
Wimbledon is the oldest lawn tennis tournament in the world. Founded in 1877, the tournament now
attracts a global audience of over 1 billion and offers £2 million in prize money to the singles winners.
Although an organization steeped in history and tradition, Wimbledon is fully embracing the 21st century
and the digital savvy viewer, attracting 9.6m visits to its mobile.com site, up from 8.4m in 2015. The
Championship also recorded a huge increase in its social media audience from 8.5million in 2015 to 10.5m
in 2016.
With such a huge social audience Wimbledon needed to be able to keep track of the conversation happening
online to help manage its reputation and inform decision making during the two week tournament.
Hill+Knowlton has partnered with Wimbledon for the past 3 years, offering its skills, knowledge and
expertise in the communications area. For 2016 Hill+Knowlton, alongside Brandwatch, worked throughout
the duration of the tournament to provide real-time insights and track trends in online conversation around
key themes.
Background

4. Wimbledon/ Case Study 04
Hill+Knowlton was responsible for producing a daily monitoring report that would be sent to its client
Wimbledon for the duration of the tournament, from Thursday 23rd June through to 10th July 2016.
The purpose of these daily reports was to help the tournament organizer, the All England Lawn Tennis Club
(AELTC), with reputation management during the tournament, by providing a snapshot of conversation
throughout each day, to help inform any necessary decision making, enabling teams to be a step ahead
and understand how people inside the ground at Wimbledon were talking about their experiences.
People all over the globe were talking about Wimbledon. Hill+Knowlton’s team in London needed to capture
and analyze this online conversation, with a particular focus on conversation coming from the UK, USA
and Australia.
Hill+Knowlton needed to be able to identify conversation from key social media influencers and segment
this from conversation coming from the general public. The agency was also aware of the huge volume
of traditional media coverage surrounding The Championship and wanted to avoid tracking the constant
sharing of links and reposting of articles flooding the results.
It was also important for Hill+Knowlton to have the ability to include visual analytics within the daily report –
graphs and visual aids that would highlight trends in peaks and troughs around specific topics.
The Scope

5. Wimbledon/ Case Study 05
For Hill+Knowlton the importance around real-time monitoring was to be alerted whenever there was a
sudden increase in discussion around a specific topic, in particular any topic that was trending online.
The Alerts feature in Brandwatch Analytics helped the agency stay on top of what people were saying by
delivering notifications about shifts in data.
Hill+Knowlton also wanted to be made aware in real-time of increased conversation levels (among the
general public as well as VIPs) on pre-defined topics.
Threshold Alerts from Brandwatch Analytics were set up to notify the team whenever a Query increased in
volume above a certain threshold. For example, when a Query volume doubled in volume. Threshold Alerts
would inform the team as soon as a big spike in conversation occurred, allowing them to keep ahead and be
prepared from a reputation management perspective.
Brandwatch Signals
Cutting through the noise on social to identify key data that matters is critical, especially during live events.
Brandwatch Signals provided Hill+Knowlton with a powerful real-time layer of insight and assurance, helping
the AELTC to make real-time decisions and stay ahead of conversation around the tournament.
Real-time email Alerts were sent to the team whenever Brandwatch Analytics recorded notable or unusual
social activity around specific topics. For reputation management purposes this was incredibly value for the
team during the two week period.
Brandwatch Signals can alert individuals to:
• Emerging topics or customer service issues gaining traction on social
• New hash tags being used alongside mentions of the brand, which may be potentially harmful,
or conversely present an opportunity to better engage with the community
• Spikes in brand conversations, globally or regionally
• An influential author talking about the brand, whether positively or negatively
• Customer questions, complaints, and praise can be easily verified and posts requiring responses
can be prioritized in real-time
Reputation Management

6. Wimbledon/ Case Study 06
Key Influencer Tracking
As one of the most prestigious tournaments in the world, all eyes were on Wimbledon for the two weeks.
Wimbledon attracts the attention of millions of fans, including some famous faces. Centre Court at
Wimbledon holds The Royal Box which has been used by various members of the Royal family, including the
Duke and Duchess of Cambridge and Queen Elizabeth II.
Tweets from Key Opinion Leaders (KOL) and VIPs would be seen during the tournament. Hill+Knowlton
provided Brandwatch with a list of known KOL and VIPs they wanted to ensure were being listened to, using
the Brandwatch Analytics social listening platform.
Having this list set-up as an Author group within Brandwatch allowed Hill+Knowlton to conduct detailed
analysis on the particular influencers and easily identify what content they are sharing and retweeting, as
well as monitor when conversation levels amongst this group rose. This again allowed the team to stay
ahead of potential stories.

7. Wimbledon/ Case Study 07
To help inform decision making and to stay ahead of the news, Hill+Knowlton sent the team at Wimbledon
daily monitoring reports containing information on important issues and key themes throughout the day.
The snapshot reports aimed to provide information that was easy to digest. The ability to insert word clouds
and visual analytics into the daily reports was incredibly important.
Graphs and topic clouds from Brandwatch Analytics Dashboards were inserted into the daily reports, which
helped easily identify peaks and troughs of conversation on topics.
Daily Reporting

8. Wimbledon/ Case Study 08
Over the two week period people all over the globe took to social media to talk about the tournament.
By supplying Wimbledon with a snapshot of what was being said, Hill+Knowlton helped to preserve
Wimbledon’s prestigious reputation.
The 2016 Championships was the first time Hill+Knowlton had partnered with Brandwatch, who helped
the agency quickly identify the most important posts and track trends in conversation.
“Brandwatch’s assistance in refining the search strings and providing 24/7
technical support and consultancy was a great help for us. We look forward to
strengthening our partnership and working together in the future”
JENNIFER GIFF, CONSULTANT AT HILL+KNOWLTON
Summary

9. Wimbledon/ Case Study 09
About Brandwatch
Brandwatch is the world’s leading social
intelligence company. Brandwatch Analytics
and Vizia products fuel smarter decision making
around the world.
The Brandwatch Analytics platform gathers
millions of online conversations every day and
provides users with the tools to analyze them,
empowering the world’s most admired brands
and agencies to make insightful, data-driven
business decisions. Vizia distributes visually-
engaging insights to the physical places where
the action happens.
The Brandwatch platform is used by over 1,200
brands and agencies, including Unilever, Cisco,
Whirlpool, British Airways, Heineken, Walmart
and Dell. Brandwatch continues on its impressive
business trajectory, recently named a global leader
in enterprise social listening platforms by the
latest reports from several independent research
firms. Increasing its worldwide presence, the
company has offices around the world including
Brighton, New York, San Francisco, Berlin, Paris
and Singapore.
Brandwatch. Now You Know.
www.brandwatch.com
About Hill+Knowlton Strategies
Hill+Knowlton Strategies, Inc. is an international
communications consultancy, providing services
to local, multinational and global clients.
The firm is headquartered in New York, with 87
offices in 49 countries, as well as an extensive
associate network. The agency is part of WPP,
one of the world’s largest communications
services groups.
www.hillandknowlton.co.uk
About

10. @Brandwatch | Brandwatch Blog | Brandwatch.com