London 2012.com Olympic and Paralympic Games digital round up 10 September 2012

1. London 2012 Olympic and Paralympic Games-timeDigital ReportAugust 13 2012Alex BalfourHead of New Media, London 2012@alexbalfour2012

2. Summary: London2012.com in 140 characters Final Olympic online totals 431m visits, 109m unique users, 15m app downloads, 4.73bn page views, 4.7m social followers #London2012.com

3. Summary: London2012.com in 140 characters (for the geeks) Final Olympic online totals 1.3PB of data served,117 Billion object requests, 46.1bn „page‟ (html,htmx) views, App peak of 17,290 pages per second, web of 104,792 pages per second #London2012.com

4. Summary: London2012.com in 140 characters Final Paralympic online totals: 30m visits, 9.5m unique users, 5.8m app upgrades, 220m page views #London2012.com

5. AgendaAgendaThe contextOur Games-time ambitionOur achievement

6. 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 6

7. AgendaAgenda6 July 2005London wins the right toJourney to 2012 videostage the Games

8. That was then: Broadband reach in the UK in 2005

9. That was then: 3g penetration in the UK in 2005

10. That was then: Social media in the UK in 2005

11. 2010: 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... 11 10/09/2012

12. 2012: Social and mobile on the march 2.7bn social media accounts worldwide by start of 2012 12 10/09/2012 zurmat.com

13. 2012: Social and mobile on the march France UK Germany Italy India** SP: 66% SP: 61% SP: 67% SP: 62% SP: 10% Tablets: 15% Tablets: 17% Tablets: 12% Tablets: 15% Tablets: 1%Source: Nielsen, Q3 2011SP: smartphone penetration among mobile phone users (in major metros for Thailand & Indonesia) Source: Nielsen Smartphone Insights, Q2 2012

14. 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

15. 2012: Social and mobile on the march – second screen Clay Shirky, Here comes everybody15 17th November 2009

17. 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)

19. 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)

20. London 2012 website traffic: 2010, 11, 12. Not bad but... Source: Google Analytics

21. 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

22. Games-time traffic: Most visited Games-time channels ever • 432m total visits from 109m unique users across web and mobile • 0% 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

23. 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

24. 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

25. 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

26. 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

27. 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

28. Games-time traffic: how we built it – organic SEO We optimised against the 1700 most searched Olympic terms for 2 years Rank 1 implies the first return on a search engine results page, 2 the second and so on. The lower number the better

29. Games-time traffic: how we built it – organic SEO (US)

30. Games-time traffic: how we built it – organic SEO 66% of our web traffic came from search during Games

31. Games-time traffic: how we built it – relationships10 Google doodles in 16 days

32. Games-time traffic: how we built it – relationships Our SEO was strong but we estimate a 5% of traffic came from Google “knowledge panels” and the doodle

33. Games-time traffic: how we built it – relationships Facebook’s page finder for the GamesFacebook was our top referring traffic source after search drove traffic as did integration of Open Graph and like buttons (see later)

34. Games-time traffic: how we built it – relationshipsApp store promotion by arrangement with all app stores was key

35. 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)

36. 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 36 10/09/2012accounts

37. Ultimate authority – schedules Unique schedules sortable any which way you choose

38. Ultimate authority – schedules Unique sortable schedules on mobile and tablet too

39. Ultimate authority – medals, athletes, countries Every athlete, every medal, every which way

40. Ultimate authority – top Olympic athlete profiles Most popular athlete profile pages (TOTAL: 10,490 athletes, 106m page views) 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0

41. Ultimate authority – top Paralympic athlete profiles Most popular athlete profile pages (TOTAL: 4,200 athletes, 6.2m page views) 140000 120000 100000 80000 60000 40000 20000 0

42. Ultimate authority - maps• Detailed desktop and app maps of all venues and zoom down to seating level• Custom branded pins for over 15,000 events• Augmented reality and cgi venue tours on mobile• Dedicated desktop and mobile journey planner• Social check ins, top tips, venue histories, weather forecasts• Dedicated bespoke online journey planners – busiest at 9-10pm night before events (despite entreaties to pre-plan!)

43. Ultimate authority – non-sport events 15,000 events across London 2012 Festival, Partners and others

44. Ultimate authority – torch relay 10m unique visitors looked at Torch content, 25% saw the map Twitter details for many torchbearers and direct tweeting from the app

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. Sense of liveLive notifications on web Athletes Live events drop competing today down at top of on every every page of the country/team site page Pop up “sticky bar” at the bottom of every page with live results and customisable elements

47. Sense of liveBespoke real time and rich web scoreboards for every one of 302 events

48. Sense of liveReal time results and live torch tracking on Results and Join In apps Live torch GPS and live video on the website tooVoice of the Gamessummarises latestaction and socialmedia activity

49. 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)

50. 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

51. 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”

52. Appealing to all audiences – true accessibilityBeyond numbersWe considered the needs of:• People with visual, hearing or motor impairments;• People with cognitive impairments;• People with reading difficulties such as dyslexia;• People whose mother tongue is not English;• People from different cultural, ethnic and socio-economic backgrounds;• People from different generations.We have followed these broad principles over the last six years:1. Providing help in using the site.2. Designing for use with assistive technologies: ensuring that our media work well with technologies such as software that reads pages aloud.3. Following standards: London 2012 websites comply with accessibility standards including the W3C Web Accessibility Initiative.4. Testing: we have worked with specialist accessibility and usability consultancies and real users to ensure that problems are identified and solutions developed.

53. Appealing to all audiences – true accessibilityWe committed to:1. Ensuring compliance with WCAG 2.0 A and achieving AA+ accessibility2. Providing alternative content formats – Easy Read and BSL versions of the site3. Providing help and guidance in using the site4. Testing with specialist usability and accessibility consultants and real users5. Using Plain English throughout6. Ensuring a non-partisan site which respects and values all teams and athletes equally (no TeamGB bias)

54. Appealing to all audiences – user testingOver 2000 hours of user testing with real users

55. Appealing to all audiences - alternative formats1. Stylesheet switching (Dyslexic and high visibility options)2. Font resizing3. Skip to content / skip to section navigation link4. Links to British Sign Language and Easy Read sites5. Keyboard shortcuts / skip keys based on common usage6. Direct link in header to accessibility advice

56. Appealing to all audiences - alternative formatsStylesheet switching: dyslexic view

57. Appealing to all audiences - alternative formatsFont size increasing

58. Appealing to all audiences - alternative formatsAlternative content formats: Easy Read

59. Appealing to all audiences - alternative formatsEasy Read summaries during Games

60. Appealing to all audiences - alternative formatsAlternative content formats: daily highlights summaries during the Games

61. Appealing to all audiences - alternative formatsVideo content with captions and transcripts

62. Appealing to all audiences - accessibilityAccessibility information section

63. 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)

64. 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

65. 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

66. 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

67. Interact and engage: Twitter – london2012.com/olympicpulseLive tweets from across 40 venues and during ceremonies

68. 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!

69. 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

70. Interact and engage: Tumblr• http://exploretheceremonies.tumblr.com/• Backstage blog live during opening andclosing cermonies

71. 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

72. 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

73. 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

74. 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

75. Interact and engage: Music• Opening ceremony album, Closingceremony album: •#1 digital download in many, many countries

76. 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

77. 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

78. 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)

79. Revenue: Ecommerce• 1.427m unique visitors to shop.london2012.com• Order volume well into six figures 40,000 35,000 LOCOG website RSS feed LOCOG website - top navigation button 30,000 LOCOG website carousel LOCOG ticketing site 25,000 LOCOG emails Results app 20,000 Join In app 15,000 10,000 5,000 0

80. Revenue: Ad performance • 5,951,035,484 Ad Impressions, 17 Campaigns • Website click-through rates as high as 0.18% • Average click-through rate across mobile site 0.30% / Apps = 0.56% • „Join In‟ email newsletters – open rate on ads on average 0.20% + Ad impressions by platforms 400,000,000 350,000,000 Ad impressions 300,000,000 250,000,000 200,000,000 App 150,000,000 Mobile 100,000,000 Tab 50,000,000 Web - 01/07/2012 03/07/2012 05/07/2012 07/07/2012 09/07/2012 11/07/2012 13/07/2012 15/07/2012 17/07/2012 19/07/2012 21/07/2012 23/07/2012 25/07/2012 27/07/2012 29/07/2012 31/07/2012 02/08/2012 04/08/2012 06/08/2012 08/08/2012 10/08/2012 12/08/2012

81. And finally…a word of thanksWithout these organisations on our side this couldn‟t have happened And of course our magnificent staff and volunteers...

82. And finally…a word of thanksThe London 2012 New Media team• Head of New Media Alex Balfour• Deputy Head: Morag Reavley: lead on Join In App, Volunteering, Education, Ticketing, Shop, Accessibility, Translation• Senior Producers • Liz Goulding: Games-time website lead • Finn Concannon: Social • Andy Watkins: Torch Relay, Mapping, Technical lead • Kavita Kapoor: Mascots, Travel, 3rd party integrations• Producers Antonia de Feo; Claire Watson; Clare Wolfensohn; Fiona Mclaren; Jacob Melton; Tom Price-Stephens

83. And finally…a word of thanksThe London 2012 Results, Editorial, Technology teams• Head of Results Paula Booth• Head of Editorial Services Andrea Wilson (and her marvellous Games-time editorial team)• Games-time Website project manager Matilde Casirati• Internet results service manager Maxime Heppell• Mobile Applications manager Ed Valpy• Internet tech leads Chris Hudson (project management); Ian Bradley (testing); David Rogers and leadership from Aaron Shone (security), Brian Cook, David Finch and many others

84. Thank youThe 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.

London 2012.com Olympic and Paralympic Games digital round up 10 September 2012

Alex Balfour

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