Social media and London 2012 - 2010 update

Social media and the London 2012 Games – Social Media Influence
Alex Balfour
Head of New Media
June 2010
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6 July 2005
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The World’s Biggest Event (vs World Cup)
205 nations (vs 32)
15,000 athletes (vs 736)
70,000 volunteers
20,000 media
9 million tickets
170+ venues (vs 12 grounds)
26 Olympic events
20 Paralympic events
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Rapid growth of the Internet
Since LOCOG won the bid in 2005 there has been a steady and rapid worldwide increase in Internet use and particularly in social media and the mobile Internet.
By 2012 we expect* the number of people using the Internet worldwide to nearly double from 25% in 2008 to 44%, 300m mobile phones to be circulation, and broadband penetration in the UK to exceed 75%
*according to Deloitte and Neilsen
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These tools have become technologically boring enough to become socially interesting
Clay Shirky, Here comes everybody
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17th November 2009

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Our digital vision
Our vision is to create new media products and services which are fully aligned with London 2012’s brand narrative, and vision to “use the power of the Games to inspire change”
In pursuing this vision we aim to create products and services that:
help the business meet its objectives efficiently and cost effectively
aspire to be best in class
are engaging
are robust
fully exploit potential of social and mobile media
aim to generate positive cash flow.

What we do online
London2012.com, social media platforms and online toolkit
Generic communications platforms including:
london2012.com,
‘virtual agent’ tool,
e-communications,
mapping platform
Social media
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London 2012’s official social media channels
775,700+ views
70,000+ fans
12,000 follow Mascots on Facebook, Twitter and MyLondon2012
22,000+ followers
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Using social media channels
Messaging prioritisesfun
Cool picture!
Free stuff!
Funny things!
Excitement!
Inspiration!
Progress!
Too many posts!
Info out of context!
Too much repetition!
Not what I signed up for!
MyLondon2012 – images, video and ugc [sharing on live sites]
Twitter – zeitgeist, links to London2012.com and replies
Facebook call and response
Acquistion, Retention
Advocacy and Revenue

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What we do online
2. Games-time Internet Results and Information
Games-time website
Games-time London wide digital information co-ordination
Games-time mobile site (including integration with Samsung’s WOW service)
Social networks / other third party channel Games-time results and info distribution
We will generate 90% of our traffic at Games time and 70% 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.*
*For more information see the Games-time Internet information Strategy and Internet Results Services Strategy

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Vancouver2010.com
291m visits (105 million - Beijing 2008)
83m unique visitors (70 million - Beijing 2008, Yahoo 32m, NBC 20m)
over 50% of all Canadians visited; 76% of Canadians, 20% of North Americans and 4.8% of people worldwide with internet access
8.7 million visits to the mobile, site 1.25m app downloads - number 1 app
1.1 million Facebook fans (previous record of 320k fans - Beijing 2008), 14,000 followers on Twitter.com/2010Tweets
London is already tracking x2 Vancouver traffic at same stage and planning for 10bn visits

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What we do online
3. Supporting the business
Supporting delivery in whole or part of key functional area (FA) digital products and services at FA expense including:
Ticketing website
Volunteering portal and website
Inspire website
Online recruitment
Ad hoc communication sites such as Greenwich Park consultation site, three years to go game, London borough pin badge competition
Mascot website and social media strategy
Online shop
Education websites: Get Set, International Inspiration, Global Conversation
Torch relay and Ceremonies

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What we do online
4. Revenue generating new media activity
Proven opportunities
Advertising / sponsorship sales around Games-time Internet results and info services. Includes banners, editorial, features, database, video, mobile
Advertising / sponsorship sales around My2012. Includes banners, site sponsorships, video, photos, and live site/real world delivery of user content.
Targeted emails
Unproven opportunities
Mobile apps
My2012 rewards
Virtual goods
Affiliate deals
Foreign language sites (Chinese)
For more information, see the Online Revenue Strategy

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What we do online
5. New media-led engagement projects – Adistars and MyLondon2012
Adistars, inspires young people to play more sport by encouraging them to set themselves and each other challenges and rewards achievement with recognition.
Value = major role in delivering brand promise and sports participation legacy
My London 2012 will be the digital mechanism for delivering the brand narrative promise to give a voice to stories and allow people to share them with one another.
Members of the public can upload videos and photos and make comments on a series of sites dedicated to key projects to explain how they have been inspired to do things for or because of the London 2012 Games. This content can also be shared across London 2012 "live sites" and venues.
Value = delivers brand campaign generates positive cash flow

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My London 2012.com
My London 2012 is the digital platform that will help deliver our promise to connect young people to sport and the values that Olympic and Paralympic sport represent by giving a voice to the inspiring stories that represent those values helping people share these stories with each other.

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My London 2012.com
My London 2012 will aggregate content created by London 2012 registered users inspired by:
The inspire mark
Volunteer programme
The torch relay
Open weekend
The Cultural festival
Mascots
Live sites
(subject to commercial agreement) Sponsor activations

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Sharing to and from Facebook, Twitter, RSS
Mobile upload
Share on live sites and other physical spaces where the Games take place
My London 2012.com

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Measuring what we do
We have 28 KPIs. Key KPIs include
Our games-time website listed by Sports Business sports website awards (or equivalent study) as #1 sports website in 2012 (currently #14)
At every stage traffic to the core sites outperforms that to previous Olympic sites,
Sign up 5 million or more to our databases in aggregate including 1 million under 24
Gamestime site target to generate positive cash flow by generating more revenue than cash spent on the site excluding VIK by end 2012
5 pointers for screen/handout based MIS
Key moments and highlights
Engagement
Reach
Revenue
Tweetdeck (buzz)

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London 2012 would like to thank our partners for their support
Worldwide partners
Official partners
Official supporters
Official suppliers and providers
Airwave, Atkins, Boston Consulting Group, Crystal CG, Freshfields Bruckhaus Deringer LLP, Holiday Inn, McCann Worldgroup, Nielsen, Populous, Ticketmaster, Trident

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The official Emblem of the London Organising Committee of the Olympic Games and Paralympic Games Ltd is protected by copyright. © London Organising Committee of the Olympic Games and Paralympic Games Ltd 2007. All rights reserved.
Thank you

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Social media and London 2012 - 2010 update

by Alex Balfour

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