Social Media and the Olympics: Change, Social Media and London 2012
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Social Media and the Olympics: Change, Social Media and London 2012

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"Using Social Media to Inspire Change" 2008 Pinkerton Lecture delivered by Alex Balfour, head of new media for London 2012, on November 26 2008 to the Institute of Engineering and Technology in ...

"Using Social Media to Inspire Change" 2008 Pinkerton Lecture delivered by Alex Balfour, head of new media for London 2012, on November 26 2008 to the Institute of Engineering and Technology in London.

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  • Hi,

    Beautiful and very interesting. I am currently studying social media strategies and would appreciate if you could send me this PPT presentation so I can further continue reviewing it, using it as a reference. Great presentation ! Email : sylvie.piche@yahoo.ca
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  • excellent. really enjoyed reading this, many great insights @rubyq
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  • HI ...amazing presentation ...i m studying event management and i m making a report on beijing olympics n london 2012, could you please email me this ppt ......it would really help me in referencing ...thank you ...
    spiyush86@gmail.com
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  • fabulous! my thanks to you for this pres! can u please email me a copy of this! my email: anir75@ovi.com
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Social Media and the Olympics: Change, Social Media and London 2012 Presentation Transcript

  • 1. Pinkerton Lecture 2008 Using Social Media to Inspire Change (Slideshare users – full text in notes) Alex Balfour Head of New Media, London 2012 [email_address] Twittter: balf Flickr: awbalfour
  • 2. “ The web is more a social creation than a technical one. I designed it for a social effect — to help people work together — and not as a technical toy.” Tim Berners-Lee Weaving The Web: The Original Design and Ultimate Destiny of the World Wide Web"
  • 3. Contents 1
    • What is “social media”
    • Social media explained
    • The impact of social media
    2
    • Inspiring change
    • Harnessing change
    • Our model
    3
    • London 2012 Games
    • Scale
    • Vision
    4 Questions
  • 4. Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. wikipedia
  • 5. “ people having conversations Online”
  • 6.  
  • 7.  
  • 8. 11.2 million articles
  • 9. 14 hours of video uploaded every minute
  • 10.  
  • 11.  
  • 12. 52% uploaded photos
  • 13. 83% watched video online 39% uploaded video
  • 14. 57 % have set up a profile
  • 15.  
  • 16. Image courtesy Yoz Graeme http://www.flickr.com/photos/yoz/172282431/
  • 17. <xxxGirlygirlxxx> Thank you for listening to me. <xxxGirlygirlxxx> You know your a really good listener. <xxxGirlygirlxxx> Sweety please say something. <Sandaedar> Ok I'm back.
  • 18. Social media “ It is difficult, indeed dangerous, to underestimate the huge changes this revolution will bring or the power of developing technologies to build and destroy not just companies but whole countries” Rupert Murdoch Address to the The Worshipful Company of Stationers and Newspaper Makers , March 2006
  • 19.  
  • 20.  
  • 21.  
  • 22.  
  • 23. Intro of tech
    • Email 37 years
    • Online forums (usenet) 29 years
    • Chat 20 years
    • Web 14 years
    • Internet telephony 13 years
    • Web Ecommerce 13 years
    • Social networking sites 13 years
    • Ebay 13 years
    • Online video 11+ years
    • Myspace 10 years
    • Google 10 years
    • Wikipedia 8 years
  • 24.  
  • 25.  
  • 26.  
  • 27.  
  • 28. “ these tools have become technologically boring enough to become socially interesting” Clay Shirky, Here comes everybody
  • 29.  
  • 30. “ Thinking about where you find information for products, brands and services that you buy. Please can you rate them in terms of how trust worthy the information provided typically is? Where 10 = Very trustworthy and 1 = Not at all trustworthy” Global Average
  • 31.  
  • 32. “ Approximately how many people do you stay in contact with in your personal life through the follow means?”,
  • 33. New media - current trends
    • Internet trends:
      • 25% of the world online by 2012 (+44%)*
      • 17 countries will have > 60% broadband penetration by 2012, UK 58 to 74%**
      • BT to introduce fibre optic broadband by 2012,Govt “Home Access” plan
      • Online advertising spend X2 by 2012*; online spend > TV in UK 2008***
    • Mobile trends:–
      • Mobile penetration 100% in W. Europe - data revenue > voice Q1 2008****
      • 25% use mobile internet growing to 50% by 2012***
      • 41% use mobile to take photos but other features less than 20% use*****
    *Jupiter ** Gartner *** Deloitte ****T mobile *****Ofcomm
  • 34. “ Western countries” in 2012 Rest of the world in 2012 Adapted from KPMG 2003, 2010 National Broadband Targets Maintaining Australia’s Competitiveness, 31th July 2006, Internet Industry Association
  • 35.  
  • 36.  
  • 37.  
  • 38.  
  • 39.  
  • 40.  
  • 41.  
  • 42. Contents 1
    • What is “social media”
    • Social media explained
    • The impact of social media
    2
    • Inspiring change
    • Harnessing change
    • Our model
    3
    • London 2012 Games
    • Scale
    • Vision
    4 Questions
  • 43. 6 July 2005
  • 44. The World’s Biggest Event
    • 205 nations
    • 15,000 athletes
    • 70,000 volunteers
    • 20,000 media
    9 million tickets 170+ venues 26 Olympic events 20 Paralympic events
  • 45.
    • “ 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
  • 46.
    • London 2012’s vision:
      • “ To use the power of the Games to Inspire Change”
  • 47.
    • What do we mean by change
    • change in people’s lives
    • change in sport participation
    • change in attitudes to disability
    • change in the communities across London, particularly East London
    • change in sustainability and protecting the world we live in
    • change in how everyone participates and engages with the Games
    • change in how cities host the Olympic and Paralympic Games
  • 48. Contents 1
    • What is “social media”
    • Social media explained
    • The impact of social media
    2
    • Inspiring change
    • Harnessing change
    • Our model
    3
    • London 2012 Games
    • Scale
    • Vision
    4 Questions
  • 49. Intreact image
  • 50. “ Thinking about where you find information for products, brands and services that you buy. Please can you rate them in terms of how trust worthy the information provided typically is? Where 10 = Very trustworthy and 1 = Not at all trustworthy” Global Average
  • 51.  
  • 52. Think image
  • 53. “ computers are platforms for self expression rather than well behaved appliances “ Yochai Benkler. Wealth of Networks
  • 54.  
  • 55.  
  • 56.  
  • 57.  
  • 58.  
  • 59.  
  • 60. Used social neworks very well – compare mccain and obama facebook etc
  • 61. Used social neworks very well – compare mccain and obama facebook etc
  • 62.  
  • 63. Obama
    • 21 months
    • 35,000 groups
    • 200,000 events
    • millions of calls
    • $160m in <$200 (ref guardian arrticle from 7 Nov)
    • Yes we can bvideo views and speeches
  • 64.  
  • 65. “ What has made My.BarackObama unique hasn't been the technology itself, but the people who used the online tools to coordinate offline action.  My.BarackObama has always been focused on using online tools to make real-world connections between people who are hungry to change our politics in this country. “ Chris Hughes
  • 66.  
  • 67.  
  • 68.  
  • 69.  
  • 70. Join in – and (try to) be credible Inspire more conversation Rally support
  • 71. Simple new media model New media products and services (enablers that help the business do things better and cheaper)
  • 72. New media model User data Acquisition Revenue Messages New media products and services (enablers that help the business do things better and cheaper)
  • 73. New media model ? User data Acquisition Revenue Activation Retention Communications (website and emails) Games time results site/services Functional Area sites and services … Acquisition
  • 74.  
  • 75. Exploiting Handover and starting the journey towards 2012
  • 76.  
  • 77.  
  • 78.  
  • 79. 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”
  • 80. Web and new media results – public response
    • “ celebration” was #3 video in UK at peak on youtube
    • 1000 comments, #91 most responded to video all time on youtube
    • 500+ photos and video submitted to our celebration map via flickr and youtube
    • 100k new sign ups to news/volunteering: total 350k+
  • 81. New media model - handover 100k applications (50% existing) “ viral” 100k additional users Acquisition Referra l Activation Acquisition
  • 82. New media model User data Acquisition Revenue Retention New media products and services (enablers that help the business do things better and cheaper) Activation Referra l
  • 83. New media model – 2012 Communications (website and emails) Games time results site/services Ticketing Merchandise Volunteering … User data Referra l Retention Revenue Acquisition Activation Acquisition Sponsorship
  • 84. Which could be the key to accessing their stories in physical/digital spaces at all events, up to and including the Games. Literally part of the brickwork...
  • 85.  
  • 86.  
  • 87.  
  • 88. Contents 1
    • What is “social media”
    • Social media explained
    • The impact of social media
    2
    • Inspiring change
    • Harnessing change
    • Our model
    3
    • London 2012 Games
    • Scale
    • Vision
    4 Questions
  • 89.