This document discusses London 2012's plans for social media and online presence around the 2012 Olympic Games. It outlines goals such as generating traffic and revenue through the official website and social media channels. Key aspects include using social media like Facebook, Twitter and YouTube to share content and stories of inspiration from the Games. It also describes plans to develop an online platform called MyLondon2012 for public sharing of user-generated content and stories. Metrics like website traffic, database signups, and generating positive cash flow are discussed to measure success.

1. Social media and the London 2012 Games – Social Media Influence Alex Balfour Head of New Media June 2010 24/06/2010 1

2. 6 July 2005 24/06/2010 2

3. 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 24/06/2010 3

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 24/06/2010 4

7. These tools have become technologically boring enough to become socially interesting Clay Shirky, Here comes everybody 7 17th November 2009

9. aspire to be best in class

10. are engaging

11. are robust

12. fully exploit potential of social and mobile media

14. london2012.com,

15. ‘virtual agent’ tool,

16. e-communications,

17. mapping platform

18. Social media24/06/2010 9

19. 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 10 24/06/2010

20. 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

22. Games-time London wide digital information co-ordination

23. Games-time mobile site (including integration with Samsung’s WOW service)

24. Social networks / other third party channel Games-time results and info distributionWe 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

26. 83m unique visitors (70 million - Beijing 2008, Yahoo 32m, NBC 20m)

27. over 50% of all Canadians visited; 76% of Canadians, 20% of North Americans and 4.8% of people worldwide with internet access

28. 8.7 million visits to the mobile, site 1.25m app downloads - number 1 app

29. 1.1 million Facebook fans (previous record of 320k fans - Beijing 2008), 14,000 followers on Twitter.com/2010Tweets

31. Volunteering portal and website

32. Inspire website

33. Online recruitment

34. Ad hoc communication sites such as Greenwich Park consultation site, three years to go game, London borough pin badge competition

35. Mascot website and social media strategy

36. Online shop

37. Education websites: Get Set, International Inspiration, Global Conversation

39. Advertising / sponsorship sales around My2012. Includes banners, site sponsorships, video, photos, and live site/real world delivery of user content.

41. My2012 rewards

42. Virtual goods

43. Affiliate deals

44. Foreign language sites (Chinese)For more information, see the Online Revenue Strategy

45. 16 24/06/2010 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

46. 17 24/06/2010 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.

47. 18 24/06/2010 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

49. Mobile upload

50. Share on live sites and other physical spaces where the Games take placeMy London 2012.com

52. At every stage traffic to the core sites outperforms that to previous Olympic sites,

53. Sign up 5 million or more to our databases in aggregate including 1 million under 24

55. Engagement

56. Reach

57. Revenue

59. 22 24/06/2010 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