Mobile Entertainment Market Keynote '09

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Tonight I’m going to talk about that effect and how we, at London 2012, hope to harness it to inspire change. Here’s tonight’s running order. The title of the lecture is “using social media to inspire change”. So I’m going to start by attempting to define the term “social media” – the means by which that social effect Sir Tim refers to has come about Then I’ll talk about how social media will develop in the run up to 2012. After that I’ll talk to you about London’s Olympic and Paralympic Games and our vision for those Games. Finally I’ll explain how we are planning to use social media to help deliver that vision. And we’ll use any remaining time for questions. And Im going to show a few videos throughout to stop you from getting too bored.

It goes without saying the Games is a huge event - the worlds biggest peacetime logistical operation. To put it into context: - World Cup has 32 nations and 700 footballers competing; in 2012 we will have 205 and over 15,000 athletes With 26 Olympic sports, it is similar to hosting 26 World Championships at the same time in a period of 17 days This sense of scale has the power to generate change on a huge scale and at an unprecedented pace: The Games in 1992 triggered a transformation of Barcelona in the space of 5 years that would otherwise have taken 30 years And that is what we are looking for in the east end of London Just as an example, there are 2,275 people already working on the Olympic Park: 1 in 10 of them were unemployed (one fifth are local residents) But it is not just about size and the scale of the Games, nor is it just the sport. The Olympic and Paralympic Games embody something aspirational.

The Olympic Games inspires people. It brings people together in ways that they would not normally come together.

London 2012’s vision is to: “ To use the power of the Games to Inspire Change” What we really mean is social change - change in social behaviour and social relations Maybe more Helgelian – synthesis, Kuhnian than Haraclitan or doaist

Ofcom produced an excellent study in April, part of an annual series, of the growth of converging media in the UK. This graph shows the age spread of the UK Internet audience and proportion of time spent online. What is interesting is that the 25-34 and 35-49 age group have disproportionate online access compared to their population share and also that the 25-34 age group, not their younger peers, are the heaviest user of the Internet closely followed by the 50-64 age group.

We’ve seen that its not just young people who make use of social media. But their comfort in using it and willingness to adapt is unsurprisingly high. This graph from the Ofcom study shows the number different devices young people in the Uk have access to. The striking – and scary- part is the red line which shows that 50% of under 8 year olds have a mobile phone and by 12 almost all have one. They generally use them to send texts, which at 3 to 5p on a pay as you go tarriff are cheaper than calls. But as tarrifs come down we expect them to use the Internet more and more on their phones.

Our model is fairly simple. As part of our role we build new media products and services to help the various parts of our business do their jobs ebtter, or cheaper, or both. For example over the summer we staged a party for 40,000 people in front of Buckinghma Palace to celebrate the handover of the Olympic flag from Beijing to London. We had an 18 day window to release the tickets in June. We advertised a phone number and web address across a range of news international titles. 98% of applications were made on the web. In September we launched our domestic education programme, which aims to reach all the countries 33,500 schools, exclusively on the web. In August we launched our guide to pre-games training camps, which traditionally had been a telephone directory sized book sent to all the 205 competing national Olympic Committees, exclusively on the web.

Gamestime results and Gamestime city information Mapping and including possible 3d mapping Transaction/signup: Volunteering, Torch Relay, Tickets, Ecommerce

Mobile engagement: Over the summer we celebrated the handover of the Olympic and Paralympic flags from Beijing to London.

We distributed specially commissioned flags like these around the country and held a party outside Buckingham Palace which was relayed to 33 big screens around the country. You can see Michael Phelps here watching the red arrows fly overhead. We created this video to give people round the country an opportunity to participate [show handover video]

The video was distributed on youtube

And the photo sharing site flickr

And we received over 500 videos and photos and captured the best on a specially created interactive map.

The response was impressive. The video was number 3 on youtube in the UK at peak and, importantly, reached an audience which was primarily under 24. As you can see some of them were impressed: “ “ Well done if I’m allowed to ask –who is actually controlling this account? Is it like an Olympics person? I'm surprised to get a reply I’m only 14”

When these products and services are consumer facing they also perform another role. They allow us to collect names and addresses – user data. In this way we build a database of friends with whom we can communicate and to whom as the games approaches we can sell tickets and merchandise.

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Mobile Entertainment Market Keynote '09 - Presentation Transcript

Mobile Entertainment Market Keynote June 23 rd 2009 Jackie Brock-Doyle Director of Communications Alex Balfour Head of New Media
Contents 1
- London 2012 Games
- Scale
- Vision
2 Deploying New Media 3 New Media and 2012 4 Questions
The World’s Biggest Event
- 205 nations
- 15,000 athletes
- 70,000 volunteers
- 20,000 media
9 million tickets 26 Olympic events 20 Paralympic events
- “ The Olympics has the power to change the world. It has the power to unite people in a way that little else does.”
- Nelson Mandela
- London 2012’s vision:
Contents 1
- London 2012 Games
- Scale
- Vision
2 Deploying New Media 3 New Media and 2012 4 Questions
New media – current trends
- Internet trends:
- Mobile trends:
Social Networking Mobile Audience (000s) by Country All Social Networks
Contents 1
- London 2012 Games
- Scale
- Vision
2 Deploying New Media 3 New Media and 2012 4 Questions
Simple new media model New media products and services (enablers that help the business do things better and cheaper)
Mobile back end
Key Mobile deliverables
Mobile engagement
Phase 1 Pre-Existing In Progress* Bristol Cardiff Middlesbrough Norwich Swansea Plymouth Portsmouth London – Waltham Forest Birmingham Bradford Derby Hull Manchester Liverpool Leeds Rotherham Swindon Leicester London Greenwich Edinburgh Dover
Exploiting Handover and starting the journey towards 2012
Web and new media results - traffic
- Traffic twenty times the level of brand launch – previous benchmark
- 10.4m page views, 1.75m unique users
- 1.5m video views (more than olympic.org), 15% on youtube
- 44% of video views on youtube under 24
- Hundreds of positive comments across blogs, forums, our channel
youtube age profiles for L2012 content: source youtube “ Well done if I’m allowed to ask –who is actually controlling this account? Is it like an Olympics person? I'm surprised to get a reply I’m only 14”
New media model User data Acquisition Revenue Messages New media products and services (enablers that help the business do things better and cheaper)