Hkd2 london locog_alex balfour

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Locog's Alex Balfour on the digital challenges of communicating the London 2012 Olympic and Paralympic Games

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Hkd2 london locog_alex balfour

  1. 1. H&K D2June 9, 2011Alex BalfourLondon 2012Head of New Mediatwitter.com/balf 09/06/2011 1
  2. 2. AgendaBackground: Internet landscapeWhatWh t we do online d li
  3. 3. Rapid growth of the InternetSince LOCOG won the bid in 2005 there has been a steady and rapidworldwide increase in Internet use and particularly in social media and themobile Internet.By 2012 we expect* the number of people using the Internet worldwide tonearly double from 25% in 2008 to 44%, 300m mobile phones to be circulation,a d broadband penetration the UK exceed 5%and b oadba d pe et at o in t e U to e ceed 75%*according to Deloitte and Neilsen3 09/06/2011
  4. 4. That was then: Broadband in 2005 text goes here
  5. 5. That was then: Mobile in 2005 text goes here
  6. 6. That was then: Social networks in 2005, young persons game text goes here
  7. 7. 2010: Access to the Internet text goes here
  8. 8. 2010: Reached a point where the majority have adopted text goes here
  9. 9. These tools have become t h l i ll b technologically boring enough to become socially b i ll interesting Clay Shirky, Here comes everybody9 text goes here 17th November 2009
  10. 10. 2010: Internet no longer the domain of the young text goes here
  11. 11. 2010: Use of the Internet – 23% of online time, all ages, networking text goes here
  12. 12. AgendaBackground: Internet landscapeWhatWh t we do online d li text goes here
  13. 13. Our digital vision Our vision is to create new media products and services which are fully aligned with London 2012’s vision to “use the power of the Games to inspire change” gWe aim to create products and servicesthat:• Are the most visited Games-time Internet • Appeal to all audiences, irrespective ofservices ever location, ability, age, background, and level of sporting knowledge;• Are seen as the ultimate authority on theGames with comprehensive, unbiased • Encourage people to interact and engage withprovision of results the inspiring stories of the Games.• Provide greater access to the event • Generate online revenue for the Organisingwherever the user is Committee.13 text goes here 09/06/2011
  14. 14. What we do online1. London2012.com, social media platforms and online toolkit – Generic communications platforms including: – london2012.com, – ‘virtual agent’ tool, – e-communications, i ti – mapping platform – Social media 14 text goes here 09/06/2011
  15. 15. London 2012’s official social media channels 3m+ views 120,000+ fans 120 000 f 20,000 follow 70,000+ followers Mascots on Facebook, Facebook Twitter and MyLondon2012 text goes here 1 09/06/2011 5
  16. 16. Using social media channelsMessaging prioritises fun Cool picture! Too many posts! Free stuff! Info out of context! Funny things! y g Too much repetition! Excitement! Not what I signed up Inspiration! for! Progress! Twitter – zeitgeist zeitgeist, MyLondon2012 – y Facebook call and F b k ll d links to in house social response London2012.com and network replies Acquistion, Retention text goes here Advocacy and Revenue
  17. 17. Engagement Ticketing Sale Date Announcement 15 Jan 11 Ticketing interest launch 23 March Ticketing Price Competition Schedule and1,000,000 Tickets Prices Announcement Announcement 15 Oct 15 Feb 11 100,000 Volunteering EOI launch Volunteering 27 July General launch 15 Sept As of 30 April 10,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar AprSource: Google Analytics Newsletter Volunteer Applications Tickets EOI Facebook London 2012 Twitter London 2012 As of 30 April2,102,3662 102 366 165 764 165,764 130,261 130 261 5 589 5,589 78,321 78 321 10 030 10,030 text goes here Views Facebook fans Followers
  18. 18. What we do onlineThe principle channel to the publicSupporting delivery in whole or part of keyfunctional area (FA) digital products andservices at FA expense including: – Ticketing website – Volunteering portal and website – Inspire website p – Online recruitment – Ad hoc communication sites such as Greenwich Park consultation site site, three years to go game, London borough pin badge competition – Mascot website and social media – Online shop – Education websites: Get Set, International Inspiration, Global Conversation – Torch relay and Ceremonies y 18 text goes here 09/06/2011
  19. 19. What we do onlineGames-time Internet Results and Information– Games-time website– Games-time mobile site and apps pp(including integration with Samsung’s WOWservice)– Social networks / other third party channel p yGames-time results and info distribution We will generate 90% of our traffic at g Games time and most is for results. We must make the most of the opportunity to both deliver a best in class results service while fully supporting London 2012’s vision.* 19 text goes here 09/06/2011
  20. 20. Background: Anticipated trafficBigger than Facebook in August 2012?– Vancouver 2010 .com–292m visits, 1bn page views, 83munique visitors– CTV 41m visits, 215m pageviews,15m uniques–FIFA.com–335m visits, 6bn page views 150m 335m visits views,unique visitors– London 2012.com–1 bn visits, 25bn page views–(capacity for 21bn visits, 526bnpage views)–We will generate 90% of our trafficat Games time and 70% is forresults.results text goes here 1 billion visits
  21. 21. Management Summary Key Metrics Traffic now comparable with leading DIY online sites – B&Q 2,525,656 London 2012 visits 4% (102,853) (diy.com), Homebase and Wickes 566,986 peak visits to 2012 on Ticket Prices Closure 26 Significant traffic increase for ticketing closing - April London2012 had its busiest day ever 2.4 2 4 million visitors to our London2012 and Ticketing sites in Traffic levels significantly over the 4 month average one day (26th April) which include 2 major announcements Ticketmaster worked well – some issues but still taking 8,543,169 Page views 4% (103,657) traffic 944% increase in London 2012 traffic on 26 April– web 60% New visitors service infrastructure held up well Reached 2 million YouTube views Visits to London2012.com - April 2011 2,000,000 1,800,000 Tickets on sale closure date 26 Apr – 1,841,549 visits 1,600,000 1,400,000 1,200,000 1 200 000Visits 1,000,000 800,000 Tickets on sale closure date 26 Apr – 566,986 visits 600,000 400,000 200,000 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 26 27 28 29 30 April Source: Google Analytics text goes here London2012 Tickets.london2012 4 Month Ave Webmetrics
  22. 22. London 2012 Website Traffic Page View comparison with other Websites 30,000,000,000  30,000,000,000 London 2012 (July 2010) 25,000,000,000  25 billion ressions 20,000,000,000 Pa Impr 15,000,000,000  age FIFA World Cup W ld C 10,000,000,000  (June 2010) Vancouver 2010 billion 6.3 BBC website 2011 Rugby World Cup (Feb 2010) (per month) (Oct 2011) 5,000,000,000  5 000 000 000 3 billion 2.2 billion Wimbledon 2010 Wimbledon 2011 million 100 (June 2010) (June 2011) (est) 120 million 140 million (est) ‐ Apr 2010 0 Apr 2011 1 Apr 2012 2 Jan 2010 0 Nov 2010 0 Jan 2011 1 Nov 2011 1 Jan 2012 2 Feb 2010 0 May 2010 0 Sep 2010 0 Feb 2011 1 May 2011 1 Sep 2011 1 Feb 2012 2 May 2012 2 Sep 2012 2 Jun 2010 0 Jun 2011 1 Jun 2012 2 Mar 2010 0 Jul 2010 0 Mar 2011 1 Jul 2011 1 Mar 2012 2 Jul 2012 2 Dec 2010 0 Dec 2011 1 Oct 2010 0 Oct 2011 1 Aug 2010 0 Aug 2011 1 Aug 2012 2 text goes here
  23. 23. Mobile services text goes here
  24. 24. Mobile services text goes here
  25. 25. Mascot GamesAdistars text goes here
  26. 26. text goes here
  27. 27. My London 2012.com• Sharing to and from Facebook, Twitter, RSS• Mobile upload• Share on live sites and other physical spaces where the Games take place27 text goes here 09/06/2011
  28. 28. London 2012 would like to thank our partners for their supportWorldwide partnersOfficial partners Official supporters O c a supp e s and providers Official suppliers a d p o de s Airwave, Atkins, Boston Consulting Group, Crystal CG, Freshfields Bruckhaus Deringer LLP, Holiday Inn, McCann Worldgroup, 28 text goes here Nielsen, Populous, Ticketmaster, Trident 09/06/2011
  29. 29. Thank youThe official Emblem of the London Organising Committee of the Olympic Games29 Paralympic Games Ltd is protected by copyright. © London Organising Committeeand text goes here 09/06/2011of the Olympic Games and Paralympic Games Ltd 2007. All rights reserved.

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