Mic 2012 alex_balfour

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Presentatie Alex Balfour op Mobile Inspiration Conference 2012

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  • London was awarded the right to host the XXX Olympic Games on 6 July 2005
  • Our fourth proposition was to Encourage people to interact and engage with the inspiring stories of the Games.You may have seen our 1 ytear to go stadium of tweets
  • Our fourth proposition was to Encourage people to interact and engage with the inspiring stories of the Games.You may have seen our 1 ytear to go stadium of tweets
  • Mic 2012 alex_balfour

    1. 1. London 2012 - Digital GamesOctober 2012Alex BalfourHead of New Media, London 2012@alexbalfour2012
    2. 2. AgendaAgendaThe contextOur Games-time ambitionOur achievement
    3. 3. 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 3
    4. 4. AgendaAgenda6 July 2005London wins the right toJourney to 2012 videostage the Games
    5. 5. That was then: Broadband reach in the UK in 2005
    6. 6. That was then: 3g penetration in the UK in 2005
    7. 7. That was then: Social media in the UK in 2005
    8. 8. 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... 8 08/10/2012
    9. 9. 2012: Social and mobile on the march 2.7bn social media accounts worldwide by start of 2012 9 08/10/2012 zurmat.com
    10. 10. 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
    11. 11. 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
    12. 12. 2012: Social and mobile on the march – second screen Clay Shirky, Here comes everybody12 17th November 2009
    13. 13. AgendaAgendaThe contextOur Games-time ambitionOur achievement
    14. 14. 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)
    15. 15. AgendaAgendaThe contextOur Games-time ambitionOur achievement
    16. 16. 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)
    17. 17. 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
    18. 18. 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
    19. 19. 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
    20. 20. 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
    21. 21. 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
    22. 22. 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
    23. 23. 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)
    24. 24. 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 24 08/10/2012accounts
    25. 25. Ultimate authority – schedules Unique sortable schedules on mobile and tablet too
    26. 26. Ultimate authority – medals, athletes, countries Every athlete, every medal, every which way
    27. 27. 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!)
    28. 28. Ultimate authority – non-sport events 15,000 events across London 2012 Festival, Partners and others
    29. 29. 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
    30. 30. Ultimate authority – App stores
    31. 31. 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)
    32. 32. 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
    33. 33. 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)
    34. 34. Appealing to all audiences - reachTruly global reach Top visiting countries (Results App)• People from 155 countries used our apps• Results App: 22% of traffic from USA, 20% USA from UK Great Britain France• Join In App: 40% of traffic from UK, 15% Germany US Italy Spain Australia Russia
    35. 35. 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 and visit times in excess of an hour! • Apps (tablet): 29 ppv• 4+ star ratings for both Apps across all platforms and tens of 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”
    36. 36. Appealing to all audiences – multiple platforms iOS Android OS BlackBerry OS Windows OS Samsung App Store Downloads % Total iOS 7.3m 58% Android OS 4.3m 35% BlackBerry OS 0.5m 4% Windows OS 0.3m 2% Samsung App Store 0.1m 1% Total 12.5m
    37. 37. Appealing to all audiences – multiple platforms Downloads % Total iOS 1.85m 64% Android OS 0.95m 33% BlackBerry OS 0.1m 3% Total 2.9m
    38. 38. Appealing to all audiences – multiple platformsGoogle Android Apple iOS BlackBerry OS Windows OS Apps were available across all major mobile operating systems. Separate wireframes, designs and builds created for each operating system.
    39. 39. Appealing to all audiences – multiple platforms Android Tablet iPad (Apple)
    40. 40. Appealing to all audiences – user testing• 1168 issues resolved through testing on results app• Over 250 builds of the Join In App – dedicated testing resource through last two months
    41. 41. 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)
    42. 42. 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
    43. 43. Interact and engage: Twitter – #savethesurprise16k ceremony tweets each rehearsal night, 25% using #savethesurprise
    44. 44. 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!
    45. 45. Interact and engage: Location based Push message sent to app users as• 100,764 check ins and 60k Foursquare cauldron was litfollowers, people from 120 countries check in tospecial Olympic and Torch Relay 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
    46. 46. Interact and engage: Tumblr• http://exploretheceremonies.tumblr.com/• Backstage blog live during opening andclosing cermonies• 500k visits to the blogs, 60% frommobile• over 2m views of backstage videos (andover 7m of official song on youtube)
    47. 47. 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
    48. 48. 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
    49. 49. Interact and engage: Music• Opening ceremony album, Closingceremony album: •#1 digital download in many, many countries• Official mobile game – over 6.5mdownloads and #1 seller in UK
    50. 50. 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
    51. 51. 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)
    52. 52. - 100,000,000 150,000,000 200,000,000 250,000,000 300,000,000 350,000,000 400,000,000 50,000,00001/07/201203/07/201205/07/201207/07/201209/07/201211/07/201213/07/201215/07/201217/07/201219/07/201221/07/201223/07/201225/07/201227/07/2012 Revenue: Ad performance29/07/201231/07/201202/08/201204/08/201206/08/201208/08/201210/08/201212/08/201214/08/201216/08/201218/08/201220/08/201222/08/201224/08/201226/08/201228/08/201230/08/201201/09/201203/09/201205/09/2012 1 July – 09 September - Total ad impressions - 7,119,239,47507/09/2012 site09/09/2012 the apps , 3% from were accounted for by tablets, 4% from mobile website platfrom,17% by 77% of all ad impressions Tab App Web Mobile
    53. 53. Revenue: Ad performance - Olympics • Website campaigns CTR 0.08% • Mobile site campaigns CTR 0.34% • App CTR 0.56% • Effective CPM - very competitive
    54. 54. Results App Total number of downloads up to 9th September across all OS: Total 12,447,525 Android via Google Play 4,288,427 Android via Samsung App Store 112,991 iOS 7,301,871 BlackBerry 444,236 Windows Phone 7 300,000
    55. 55. Results App Samsung ad performance by OS Android platforms 13,611.00 268,825.00 (Tab & App 1,370,496.00 33,111.00 1,008,663.00 48,127.00 performed the best in terms of CTR 0.60% (Tab) / 0.55% (App) 427 for comparison iOS was 0.33% 6,668,919.00 81,790,316.00 Total clicks 317,238,976.00 5,499,768.00 182,597,243.00 8,532,204.00 Total ad impressions 37,591 Tablet Tablet Tablet App App App App Samsung Samsung Samsung Samsung_Android Samsung_BB all Samsung_iOS all Samsung_Win all Tab_Android 2.2 Tab_Android all Tab_iOS all 2.2 and Above and above
    56. 56. Join In AppTotal number of downloads up to 9th September 2012 across all OS:Total 2,900,086 Android 947,289 iOS 1,842,138 BlackBerry 110,659
    57. 57. Join In App BP ad performance by OS 35,812 55,945 Excluding BlackBerry 608 again Android platforms performed the best in terms of CTR 0.61% (for Total clicks 16,686,642 comparison iOS was Total ad impressions 0.39% 6,141,368 50,550 BP Join In GT_DIP-Silver BP Join In GT_DIP-Silver BP Join In GT_DIP-Silver IOS Android NEW Blackberry
    58. 58. Across all OS Android proved to be the best performing platform in terms of CTR CTR by Operating platform Results app Join In app CTR- 0.20% 0.31% 0.88% 1.19% 0.56% 0.43% 0.55% 0.20% Android iOS BlackBerry Windows Phone 7• The creative execution on android for Samsung wasabout their new „Take Part‟ app where as the banner thatran across all other OS was about the Galaxy S3 with nodirect call to action CTR- 0.22%•BP‟s creative that ran across all OS spoke about thechance to win tickets which is believed to have helpedthem achieve a CTR 0.39%
    59. 59. Revenue: Ecommerce• 1.427m unique visitors to shop.london2012.com• Order volume well into six figures, mobile sales up to 5% 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
    60. 60. 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.

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