2018 Bid Cities Look to Social Networks

(ATR) For the first time in a campaign for an Olympics, the three bid cities for the 2018 Winter Games are turning in a big way to social media networks to raise domestic support.

Bid cities Annecy, Munich and PyeongChang have all launched fan pages on Facebook, Twitter and Youtube. Annecy is the lone city to create a group for LinkedIn.

Annecy has the largest presence across the various social networks, focusing its efforts on Facebook.

"Social Media and digital strategy in general are very important in our overall communication plan, as a very effective way to engage with our different targets, on three main dimensions," Caroline Duboc, Annecy 2018’s Head of Media, tells Around the Rings.

"Share the adventure and progress of our bid with all the French national population, and abroad, especially the youth. Exchange with the local population and especially bring answers to those who have precise questions on the bid and how the Games would impact their daily life. Offer our partners and sponsors opportunities to communicate on their involvement," says Duboc about how Facebook delivers for Annecy.

Annecy’s concentration on Facebook is evident: the bid city has more than 134,000 fans on Facebook, nearly 16 times the number for PyeongChang and 10 times more than Munich.

Munich has more than 12,000 likes on its German Facebook page and just over 1,000 likes on its English Facebook page. The German bid city says its low numbers on its social networks are not a cause for concern.

"We really don’t see it as a concern because the numbers of followers we have are easily sufficient to create a real buzz around the bid, particularly among young people," Karin Zunk, Head of Internet & Online Marketing for Munich 2018 tells ATR.

"We believe strongly in an integrated social media presence to make sure all our followers have all the information and multimedia they need at their fingertips."

PyeongChang has more than 8,000 likes on its Facebook page. The bid city says it focused on Facebook because it is similar to a social network that is widespread in Korea.

"Cyworld, similar to Facebook, is very popular in Korea before Facebook appeared so that people prefer Facebook to Twitter," PyeongChang 2018 spokesperson Yeong Chae Hong tells ATR.

On Twitter, PyeongChang has more than 400 followers. Korean actors II-Kook Song and Junho Jeoung also help PeyongChang with its public relations on Twitter.

"The entire nation’s passion to bring the 2018 Olympic and Paralympic Winter Games is so high on our social media networks as well as in reality," Hong said.

Munich leads the way on Twitter with nearly 1,000 followers on its German Twitter page and nearly 300 followers on its English Twitter page.

"On each site, we have a German and English account to keep our followers informed about the campaign," Zunk tells ATR.

"It’s also a great way to integrate sports fans into the bidding process by asking their opinions, starting debates and encouraging them to participate in online competitions."

Annecy has more than 500 Twitter followers.

"Penetration rate of Twitter in France is not very high and is not the most appropriate tool to reach the general public and bring them content," Duboc explains.

The Annecy Youtube channel has had more than 214,000 total upload views. Munich’s Youtube channel has just over 5,000 total upload views, and PyeongChang’s channel has nearly 2,900 total upload views.

Annecy says it created its Youtube channel to "share exclusive content and videos."

"It’s a good way for people to get involved too," Duboc told ATR. "And last but not least, it’s a very good way to ‘listen’ to the population and perceive what people expect from the Games."

Munich says Youtube is a useful tool for the bid. "They’re a great way to publicize pictures and videos about the bid and Munich 2018 events," Zunk tells ATR.

Annecy is the only bid city to have an official group on LinkedIn, a site for professionals, with 70 members.

The group page states, "Our LinkedIn group aims at supporting the application of the town of Annecy (France) for the 2018 Olympic Games. Upcoming key milestone is the decision from the International Olympic Committee in 2011."

The IOC will vote for the 2018 Winter Olympics host city July 6 in Durban.

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With reporting from Isia Reaves Wilcox

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