Emerging media and the London 2012 Games


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Alex Balfour, Head of New Media

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Emerging media and the London 2012 Games

  1. 1. Emerging media and the London 2012 Games - iMedia Agency Summit Alex Balfour Head of New Media January 2010 17/05/2010 1
  2. 2. 6 July 2005 17/05/2010 2
  3. 3. 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 17/05/2010 3
  4. 4. 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 4 17/05/2010
  5. 5. Massive growth of social networking – now has 20 million monthly users in the UK – now has 15 million monthly users in the UK 57% of Internet users have set up a profile on a social network.* The majority of people who are active online are also users of social media. Young people, a key audience for LOCOG, are particularly active users of the Internet and social media. – 50% of 8 year olds already have a mobile phone and by 12 almost all have one.** – More than 70% of all British children have a profile on a social networking site.** And these trends will only increase as the 2012 Games approaches. 5*2008 study by Universal McCann **according to OFCOM 17/05/2010
  6. 6. Digital expectations for 2012 There is a an expectation that London 2012 will be the first truly ‘digital Games’ “we want to offer our audience the whole lot: every hour of every sport” Roger Mosey, BBC Olympic lead. “I want everyone to share in the same information at the same time and the key to achieving this is through the one item we never part with - our mobile phones” – Boris Johnson, Mayor of London London 2012 has an unprecedented opportunity to harness the power of the Internet to – maxmise the impact of key programmes such as Communications, Ticketing, Volunteering, Licensing, Torch Relay, Mascot, Ceremonies and Education – generate positive cash flow – fully realise the promise of the brand narrative 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, and helping people share them with each other”. 6 17/05/2010
  7. 7. 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. 7 text goes here 17/05/2010
  8. 8. Products and Services – 5 categories 1. London2012.com, social media platforms and online toolkit – Generic communications platforms including: – london2012.com, – ‘virtual agent’ tool, – e-communications, – mapping platform – Social media 8 17/05/2010
  9. 9. London 2012’s official social media channels …and shortly, ‘My2012’ 775,700+ views 62,000+ fans 20,000+ followers Our messaging on social networks differs from some other Comms channels in prioritising entertainment over being highly informative 9 text goes here 17/05/2010
  10. 10. Products and Services – 5 categories 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 10 text goes here 17/05/2010
  11. 11. Vancouver 2010.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 11 text goes here 17/05/2010
  12. 12. Products and Services – 5 categories 3. Functional Area new media support 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 12 text goes here 17/05/2010
  13. 13. Products and Services – 5 categories 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 Unproven opportunities content. – Mobile apps – Targeted emails – My2012 rewards – Virtual goods – Affiliate deals – Foreign language sites (Chinese) For more information, see the Online Revenue Strategy 13 text goes here 17/05/2010
  14. 14. Products and Services – 5 categories 5. New media-led engagement projects – Adistars and My2012 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. 14 text goes here Value = delivers brand campaign 17/05/2010 generates positive cash flow
  15. 15. Products and Services – 5 categories 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. 15 text goes here 17/05/2010
  16. 16. Products and Services – 5 categories Inspired My London 2012 will aggregate content created by London 2012 registered users inspired by: – The global education project – Open weekend – The inspire mark – Volunteer programme – The torch relay – The 9 major cultural projects – Mascots – Ticket sales – Live sites – (subject to commercial agreement) Sponsor activations 16 text goes here 17/05/2010
  17. 17. Share • Sharing to and from popular social networks • Share on live sites and other physical spaces where the Games take place 17 text goes here 17/05/2010
  18. 18. KPIs 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 • Volume of conversation across the internet increases and increasingly reflects the brand proposition. (Nielsen buzzmetrics) • One million active users of My London 2012 • Gamestime site target to generate positive cash flow by generating more revenue than cash spent on the site excluding VIK by end 2012 18 text goes here 17/05/2010
  19. 19. 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 19 text goes here 17/05/2010
  20. 20. Thank you The official Emblem of the London Organising Committee of the Olympic Games 20 Paralympic Games Ltd is protected by copyright. © London Organising Committee and text goes here 17/05/2010 of the Olympic Games and Paralympic Games Ltd 2007. All rights reserved.