1. Emerging media and the
London 2012 Games -
iMedia Agency Summit
Alex Balfour
Head of New Media
January 2010
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2. 6 July 2005
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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
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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
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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
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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”.
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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.
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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
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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
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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
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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
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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
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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
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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.
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Value = delivers brand campaign
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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.
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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
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17. Share
• Sharing to and from popular
social networks
• Share on live sites and other
physical spaces where the
Games take place
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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
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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
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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
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of the Olympic Games and Paralympic Games Ltd 2007. All rights reserved.