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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
“ 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"
Contents 1 ,[object Object],[object Object],[object Object],2 ,[object Object],[object Object],[object Object],3 ,[object Object],[object Object],[object Object],4 Questions
Social media  are primarily Internet- and mobile-based tools for sharing and discussing information among human beings.  wikipedia
“ people having conversations  Online”
 
 
11.2 million articles
14 hours of video uploaded every minute
 
 
52% uploaded photos
83% watched video online 39% uploaded video
57 % have set up a profile
 
Image courtesy Yoz Graeme http://www.flickr.com/photos/yoz/172282431/
<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.
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
 
 
 
 
Intro of tech ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
“ these tools have become  technologically boring enough to become socially interesting”  Clay Shirky,  Here comes everybody
 
“ 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
 
“ Approximately how many people do you stay in contact with in your personal life through the follow means?”,
New media - current trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*Jupiter ** Gartner *** Deloitte ****T mobile *****Ofcomm
“ 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
 
 
 
 
 
 
 
Contents 1 ,[object Object],[object Object],[object Object],2 ,[object Object],[object Object],[object Object],3 ,[object Object],[object Object],[object Object],4 Questions
6 July 2005
The World’s Biggest Event ,[object Object],[object Object],[object Object],[object Object],9 million tickets 170+ venues 26 Olympic events 20 Paralympic events
[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contents 1 ,[object Object],[object Object],[object Object],2 ,[object Object],[object Object],[object Object],3 ,[object Object],[object Object],[object Object],4 Questions
Intreact image
“ 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
 
Think image
“ computers are platforms for self expression rather than well behaved appliances “  Yochai Benkler. Wealth of Networks
 
 
 
 
 
 
Used social neworks very well – compare mccain and obama facebook etc
Used social neworks very well – compare mccain and obama facebook etc
 
Obama ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
“ 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
 
 
 
 
Join in – and (try to) be credible Inspire more conversation Rally support
Simple new media model New media products and services (enablers that help the business do things better and cheaper)
New media model User data Acquisition Revenue Messages New media products and services (enablers that help the business do things better and cheaper)
New media model ? User data Acquisition Revenue Activation Retention Communications (website and  emails) Games time  results  site/services Functional Area sites and services … Acquisition
 
Exploiting Handover and starting the journey towards 2012
 
 
 
Web and new media results - traffic ,[object Object],[object Object],[object Object],[object Object],[object Object],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”
Web and new media results – public response ,[object Object],[object Object],[object Object],[object Object]
New media model - handover 100k applications (50% existing) “ viral” 100k  additional users Acquisition Referra l Activation Acquisition
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
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
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...
 
 
 
Contents 1 ,[object Object],[object Object],[object Object],2 ,[object Object],[object Object],[object Object],3 ,[object Object],[object Object],[object Object],4 Questions
 

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

  • 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&quot;
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  • 4. Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. wikipedia
  • 5. “ people having conversations Online”
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  • 9. 14 hours of video uploaded every minute
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  • 13. 83% watched video online 39% uploaded video
  • 14. 57 % have set up a profile
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  • 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
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  • 28. “ these tools have become technologically boring enough to become socially interesting” Clay Shirky, Here comes everybody
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  • 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
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  • 32. “ Approximately how many people do you stay in contact with in your personal life through the follow means?”,
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  • 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
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  • 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
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  • 53. “ computers are platforms for self expression rather than well behaved appliances “ Yochai Benkler. Wealth of Networks
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  • 60. Used social neworks very well – compare mccain and obama facebook etc
  • 61. Used social neworks very well – compare mccain and obama facebook etc
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  • 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
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  • 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
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  • 75. Exploiting Handover and starting the journey towards 2012
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  • 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...
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