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LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
LOCOG Olympic Legacy - Alex Balfour
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LOCOG Olympic Legacy - Alex Balfour

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Much talk was made of this being the first digital Olympics. And the stats back that up. 15 million app downloads, 4.7 million twitter followers, 431 million visits, 4.73 billion page views. …

Much talk was made of this being the first digital Olympics. And the stats back that up. 15 million app downloads, 4.7 million twitter followers, 431 million visits, 4.73 billion page views.

Six years ago started the London Olympics social media journey, taking a course that included the current website, london2012.com, 60+ consumer facing services and applications delivered using new media during and before the Games, results services delivered using new media at games time and a series of strategic consumer facing sponsored new media and social media initiatives

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  • London was awarded the right to host the XXX Olympic Games on 6 July 2005
  • Our fourth proposition was to Encourage people to interact and engage with the inspiring stories of the Games.You may have seen our 1 ytear to go stadium of tweets
  • Our fourth proposition was to Encourage people to interact and engage with the inspiring stories of the Games.You may have seen our 1 ytear to go stadium of tweets
  • Transcript

    • 1. Comms lessons from the London OlympicsNovember 8th 2012Alex Balfour(former) Head of New Media, London 2012@alexbalfour2012 www.alexbalfour.com
    • 2. AgendaAgendaThe contextThe journeyOur Games-time ambitionOur achievement
    • 3. The Games –scale• 204 Olympic teams; 164 Paralympic• 10,490 Olympic athletes; 4,200 Paralympic• 20,000 media• 70,000 volunteers• 200,000 Games-time workforce• 11 million tickets• 170+ venues• 26 Olympic Sports, 20 Paralympic• Over 800 events leading to medals 3
    • 4. AgendaAgenda6 July 2005London wins the right toJourney to 2012 videostage the Games
    • 5. AgendaAgendaThe contextThe journeyOur Games-time ambitionOur achievement
    • 6. 2006: New Media vision“London 2012’s new mediachannels will be the numberone way for the public toaccess, share andparticipate in the 2012Games “
    • 7. 2007-8: New Media strategy evolves• Huge demand for websites from all consumer facing divisions of the businesseducation, volunteering and later online shop, ticketing and licensing• Became clear that new media could not, and should not, drive eachdepartment’s objectives, only support them.• New media put aside the metaphorical “magic wand” - which much the rest ofthe business was ready to believe it had - and took up the air traffic controller’spaddles.• New, simpler, strategy emerges – delivering digital channels that focused onefficiency, supported communications and where possible enabled datacollection
    • 8. 2007-8: Simplified new media strategy New media products and services (enablers that help the business do things better and cheaper) Sign ups Messages User data Revenue
    • 9. Digital by default• By 2010 majority of pop. in UK and many other nations had access to broadband• London 2012 consumer transactions become digital by default.• The new media team commissioned and managed, in whole or part, 77 digitalproducts, sites or services in 6 years including:London2012.com, Get Set (education site), School leavers site, Pre-Games training campvenue site, velodream competition, Gamesmaker (volunteer) site and sign up platform (withAtos), Torch relay site and map, Torch relay nominations platform, London Prepares site,Memorabilia auction site, Online shop (with ecommera), Mobile site, Recruitment sites (ODAand LOCOG), Local leaders site, Event database and front end site, Mascots site, Learninglegacy site, Festival 2012 site, #1yeartogo Twitter visualisation, Young Gamesmaker site,Ticket sign up, Ticketing site (front end html only), Open weekend site, Travel advice forbusiness, Twitter, Facebook, Youtube, Google Plus, Flickr accounts, “Join In” App on 3platforms... 9 09/11/2012
    • 10. 2009- New media activations a core part of comms campaigns• Major communications/businessmilestones supported by new mediainitiatives including: • Online quiz to educate would-be volunteers • Facebook apps for torch relay and paralympic ticketing launches • New sites for Mascot and Festival launches •Live Twitter Q and A for Olympic ticketing • Competitive tweeting activity for 1 year to go
    • 11. 2010-11: Growing digital fan base for direct communication Ticketing interest launch 23 March 20101,000,000 Ticketing Price Competition Schedule and Announcement Tickets Prices Announcement 15 Oct 2010 15 Feb 11 Ticketing Sale Date Announcement 15 Jan 11 100,000 Volunteering EOI launch 27 July 2010 Volunteering General launch 15 Sept 2010 As of 30 April 10,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Newsletter Volunteer Applications Tickets EOI Facebook London 2012 Twitter London 2012
    • 12. 2012: Social and mobile on the march 2.7bn social media accounts worldwide by start of 2012 12 09/11/2012 zurmat.com
    • 13. 2012: Social and mobile on the march - UK – Smartphone penetration in United Kingdom is 61% 61% Base: All Qualified Respondents (n=1025) Base: All Mobile Phone Users - regarding the phone most often used (n=1607) Q6 Do you currently use a mobile phone Q7 Which brand of mobile phone do you currently use? If you won more than one mobile phone, please response for your primary mobile phone, meaning the phone which you use most often. Q8 Now, we’d like you to identify the model of your [brand] mobile phone. You may use these images to help you. Q144 (For undetermined model) May I know if your current primary mobile phone has the following features> Touch screen, QWERTY keypad, Able to do any application installation and usage, able to connect to internet
    • 14. 2012: Social and mobile on the march – second screen Clay Shirky, Here comes everybody14 17th November 2009
    • 15. AgendaAgendaThe contextThe journeyOur Games-time ambitionOur achievement
    • 16. Our Games-time online ambition Back then mobile seemedWe set out a vision in 2010 To be the most visited Gamestime website ever secondary!comprising:1. Ultimate authority on the Games with comprehensive, unbiased provision of results;2. A sense of live that provides greater access to the event wherever the user is;3. Appealing to all audiences, irrespective of location, ability, age, background, and level of sporting knowledge;4. Encouraging people to interact and engage with the inspiring stories of the Games.5. Generate revenue (target confidential, sorry chaps)
    • 17. AgendaAgendaThe contextThe journeyOur Games-time ambitionOur achievement
    • 18. Our Games-time online ambitionWe set out a vision in 2010 To be the most visited Games-time website evercomprising:1. Ultimate authority on the Games with comprehensive, unbiased provision of results;2. A sense of live that provides greater access to the event wherever the user is;3. Appealing to all audiences, irrespective of location, ability, age, background, and level of sporting knowledge;4. Encouraging people to interact and engage with the inspiring stories of the Games.5. Generate revenue (target confidential, sorry chaps)
    • 19. Games-time traffic: Most visited Games-time channels ever • 432m total visits from 109m unique users across web and mobile • 60% of visits from mobile devices 35 Millions 30 25 Total Visits 20 Of which through mobile devices 15 10 5 0 01 Jul 08 Jul 15 Jul 22 Jul 29 Jul 05 Aug 12 Aug
    • 20. 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 013/08/201214/08/201215/08/201216/08/201217/08/201218/08/201219/08/201220/08/201221/08/201222/08/201223/08/201224/08/201225/08/2012 • 52% of visits from mobile devices26/08/201227/08/201228/08/201229/08/201230/08/201231/08/2012 Start of Games01/09/2012 Paralympic02/09/201203/09/201204/09/201205/09/201206/09/201207/09/2012 • 30m total visits from 9.5m unique users across web and mobile08/09/201209/09/2012 Visits Games-time traffic: Most visited Games-time channels ever
    • 21. Games-time traffic: Mobile app downloads (cumulative) 15m mobile application downloads, #1 ranking in 7 countries 20 Millions 15 Official London 2012 Results App 10 Official London 2012 Join In App 5 0 01-Jul 08-Jul 15-Jul 22-Jul 29-Jul 05-Aug
    • 22. Games-time traffic: Mobile app downloads (cumulative) 5.8m upgrades to Paralympic versions of both Apps 15 Millions Official London 2012 Join In App Official London 2012 Results App Paralympic upgrades 10 5 0
    • 23. Games-time traffic: by hour of day weekday 800,000 Wednesday 8th August 700,000 600,000 500,000 Desktop 400,000 Mobile web Apps (phone) 300,000 Apps (tablet) 200,000 100,000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
    • 24. Games-time traffic: by hour of the day weekend 1,400,000 Sunday 5th August 1,200,000 1,000,000 800,000 Desktop 600,000 Mobile 400,000 200,000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
    • 25. Our Games-time online ambitionWe set out a vision in 2010 To be the most visited Games-time website ever comprising:1. Ultimate authority on the Games with comprehensive, unbiased provision of results;2. A sense of live that provides greater access to the event wherever the user is;3. Appealing to all audiences, irrespective of location, ability, age, background, and level of sporting knowledge;4. Encouraging people to interact and engage with the inspiring stories of the Games.5. Generate revenue (target confidential, sorry chaps)
    • 26. Ultimate authority• No rights to video - huge focus on whatworks best on the web:schedules, medals, results andcomplementing TV viewing• Live results from 7,000 heats or phases• Country pages for 205 nations• Profile pages for 10,490 athletes• 5,000 images and 100 stories a day• 15,000 non-sport events• 1,043 torch community runs mapped, 8,000torch bearer profiles even including twitter 26 09/11/2012accounts
    • 27. Our Games-time online ambitionWe set out a vision in 2010 To be the most visited Games-time website ever comprising: 1. Ultimate authority on the Games with comprehensive, unbiased provision of results; 2. A sense of live that provides greater access to the event wherever the user is;3. Appealing to all audiences, irrespective of location, ability, age, background, and level of sporting knowledge;4. Encouraging people to interact and engage with the inspiring stories of the Games.5. Generate revenue (target confidential, sorry chaps)
    • 28. Appealing to all audiences - reachTruly global reach Top visiting countries (web)• People from 201 territories countries United States visited the website United Kingdom Canada• People from 155 countries used our apps France Australia• 40% of all online Britons visited the web India site as did 29% of all online New Germany Zealanders, 19% of all online South Korea Canadians, 12% of all online Americans# Spain Italy Malaysia• Paralympics : 50% of visits from Mexico UK, 7.43% US, 4.88% Aus, 3.2% France
    • 29. Appealing to all audiences - retentionThey came, they stayed• Average Olympic visit times/page views per visit (ppv): • Web: 8 min 34s average visit time / 8.26 ppv (5m6s/ 6.89ppv Paralympics) • Apps (mobile): 23 ppv • Apps (tablet): 29 ppv• 4+ star ratings for both Apps across all platforms and thousands of positive reviews “just like the Olympics as a whole, BRILLIANT!” “oh so good” “great stuff. Essential” “great app. Even I can use it” “Brilliant app I used to inform my TV viewing”
    • 30. Our Games-time online ambitionWe set out a vision in 2010 To be the most visited Games-time website ever comprising: 1. Ultimate authority on the Games with comprehensive, unbiased provision of results; 2. A sense of live that provides greater access to the event wherever the user is;3. Appealing to all audiences, irrespective of  location, ability, age, background, and level of sporting knowledge;4. Encouraging people to interact and engage with the inspiring stories of the Games.5. Generate revenue (target confidential, sorry chaps)
    • 31. Interact and engage: social media followers 4.7m social media followers 5 4 FoursquareMillions 3 Google+ 2 Twitter 1 Facebook 0 01-Jul 08-Jul 15-Jul 22-Jul 29-Jul 05-Aug 12-Aug Source: Google Analytics
    • 32. Interact and engage: Facebook• 1.86 m Facebook likes, 8 Facebook accounts• London 2012 content reached 49m facebookusers at peak, 43% under 24• 100m+ likes across all Olympic athlete andteam pages according to Facebook• Full open graph integration with celebrate andsupport buttons on site – 200k users logged inwith their Facebook credentials with 1.4% clickthrus from their posts back to London2012.com•We provided an experimental feed intoFacebook so 100 athletes could feed theirresults onto their pages
    • 33. Interact and engage: Twitter• 1.9 m Twitter followers -150m tweetsAbout the games (acc to Twitter)• 48 Twitter accounts: • 36 sport accounts with live feeds • 2 mascot accounts • 6 twitter cameras with personality: @L2012BballCam @L2012GymCam @L2012TableCam @L2012StadiumCam @L2012MatCam @L2012PoolCam• Visualisations: •Olympic and Ceremony Pulse • #supportyourteam
    • 34. Interact and engage: Twitter – london2012.com/olympicpulseLive tweets from across 40 venues and during ceremonies
    • 35. Interact and engage: Twitter – #supportyourteam1.55m tweets for 204 teams on desktop and mobile, and 50k for Paralympics Mongolia, inspired by their tweeting prime minister, took top spot!
    • 36. Interact and engage: Google + and Youtube• 818k Google + followers• Unprecedented Google Plus global“events” for opening and closing ceremony– 5k people took part• 1.1m views of “Rock the Games” (4:1Live:VOD) on youtube.com/london2012 -live performances and Q and A filmed inLondon of RizzleKicks, Mika, Noisettes, Lawson, ConorMaynard and others
    • 37. Interact and engage: Tumblr• http://exploretheceremonies.tumblr.com/• Backstage blog live during opening andclosing cermonies
    • 38. Interact and engage: Location based Push message sent to app users as• 60k Foursquare followers, people from 120 cauldron was litcountries check in to special Olympic and TorchRelay badges• 627k Facebook check ins to 40 venues• Over 10m location-based push location- based mobile push messages sent to allticketholders in stadia including exclusiveceremony photos, spectator surveys andinformation• Around 60% open rates for push and around60% of app users had location enabled• 4,000 mobile spectator surveys completed
    • 39. Interact and engage: QR codes• QR codes on key spectator publications/leaflets• 95k scans, mostly on day of events and mostlyfrom paper ticketholder spectator guide (1.2msent), 0.6% activation rate• 3.5k scans from outdoor media, mainly shops
    • 40. Interact and engage: Games• 4m visits to the Mascots’ games site –www.london2012.com/mascots, 150,000online mascots created• Official mobile game – over 6.5mdownloads and #1 seller in UK• The Official Video Game has been thenumber 1 selling game in all formats• Over 17m page viewsacross mini games
    • 41. Interact and engage: Mobile• 66,000 rang a digital bell on the Join InApp to welcome the Games on July 27th• Tap and shake the Join in App for an“easter egg”: 6 different dancing mascotanimations• Notifications for chosen event starttimes, chosen country medals and dailymedal table summary
    • 42. Interact and engage: Music• Opening ceremony album, Closingceremony album: •#1 digital download in many, many countries
    • 43. Interact and engage: Email• 83 million emails sent to 200 countries, with 17 daily editions• 13 million email opens, 5 million links clicked• Content targeting – 150 permutations: • GB and non-GB editorial iterations • Medal table and start times highlighted based on country supported/favourite sports • Daily regional event listings, based on users postcode (UK) and targeted merchandise offering based on preferences• Unparalleled accessibility, featuring large text, high visibility and dyslexia friendly email versions as well as links to BSL content
    • 44. Interact and engage: Samsung Paralympic bloggers• 50 Leading Paralympic athletes useda Samsung Note to blog live• Purpose-built App and backend ingestsvideo, audio and phone calls – fullyaccessible and used by blind and visuallyimpaired athletes•Assets moderated on back end andrepublished onyoutube.com/paralympicsporttv•Athletes notified of publication so they canshare via social media• 500 videos created• 200,000 video views
    • 45. Our Games-time online ambitionWe set out a vision in 2010 To be the most visited Games-time website ever comprising: 1. Ultimate authority on the Games with comprehensive, unbiased provision of results; 2. A sense of live that provides greater access to the event wherever the user is;3. Appealing to all audiences, irrespective of  location, ability, age, background, and level of sporting knowledge; 4. Encouraging people to interact and engage with the inspiring stories of the Games.5. Generate revenue (target confidential, sorry chaps)
    • 46. And finally…a word of thanksWithout these organisations on our side this couldn’t have happened And of course our magnificent staff and volunteers...
    • 47. Thank you Thank you Alex Balfour Consulting –.alexbalfour.com @alexbalfour2012The official Emblem of the London Organising Committee of the Olympic Gamesand Paralympic Games Ltd is protected by copyright. © London Organising Committeeof the Olympic Games and Paralympic Games Ltd 2007. All rights reserved.

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