mic 2012 alex_balfour
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Presentatie Alex Balfour op Mobile Inspiration Conference 2012TRANSCRIPT
London 2012 - Digital GamesOctober 2012
Alex Balfour
Head of New Media, London 2012
@alexbalfour2012
AgendaAgenda
The contextOur Games-time ambitionOur achievement
3
• 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
The Games –scale
AgendaAgenda
Journey to 2012 video
6 July 2005London wins the right to stage the Games
That was then: Broadband reach in the UK in 2005
That was then: 3g penetration in the UK in 2005
That was then: Social media in the UK in 2005
810/04/2023
• 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 digital products, sites or services in 6 years including:
London2012.com, Get Set (education site), School leavers site, Pre-Games training camp venue site, velodream competition, Gamesmaker (volunteer) site and sign up platform (with Atos), Torch relay site and map, Torch relay nominations platform, London Prepares site, Memorabilia auction site, Online shop (with ecommera), Mobile site, Recruitment sites (ODA and LOCOG), Local leaders site, Event database and front end site, Mascots site, Learning legacy site, Festival 2012 site, #1yeartogo Twitter visualisation, Young Gamesmaker site, Ticket sign up, Ticketing site (front end html only), Open weekend site, Travel advice for business, Twitter, Facebook, Youtube, Google Plus, Flickr accounts, “Join In” App on 3 platforms...
2010: Digital by default
910/04/2023
2012: Social and mobile on the march
zurmat.com
2.7bn social media accounts worldwide by start of 2012
Source: Nielsen, Q3 2011SP: smartphone penetration among mobile phone users (in major metros for Thailand & Indonesia)
Source: Nielsen Smartphone Insights, Q2 2012
UKSP: 61%
Tablets: 17%
ItalySP: 62%
Tablets: 15%
GermanySP: 67%
Tablets: 12%
France SP: 66%
Tablets: 15%
India**SP: 10%
Tablets: 1%
2012: Social and mobile on the march
Q6 Do you currently use a mobile phoneQ7 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
– 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)
2012: Social and mobile on the march - UK
17th November 200912
Clay Shirky, Here comes everybody
2012: Social and mobile on the march – second screen
AgendaAgenda
The contextOur Games-time ambitionOur achievement
We set out a vision in 2010 To be the most visited Gamestime 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)
Our Games-time online ambition Back then mobile seemed secondary!
AgendaAgenda
The contextOur Games-time ambitionOur achievement
We 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)
Our Games-time online ambition
Games-time traffic: Most visited Games-time channels ever
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
Total VisitsOf which through mobile devices
• 432m total visits from 109m unique users across web and mobile
• 60% of visits from mobile devices
Games-time traffic: Most visited Games-time channels ever
• 30m total visits from 9.5m unique users across web and mobile
• 52% of visits from mobile devices
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1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
Visits
Start of Paralympic Games
Games-time traffic: Mobile app downloads (cumulative)
01-Jul 08-Jul 15-Jul 22-Jul 29-Jul 05-Aug0
5,000,000
10,000,000
15,000,000
20,000,000
Official London 2012 Join In App
15m mobile application downloads, #1 ranking in 7 countries
Games-time traffic: Mobile app downloads (cumulative)
0
5,000,000
10,000,000
15,000,000Official London 2012 Join In App
5.8m upgrades to Paralympic versions of both Apps
Games-time traffic: by hour of the day weekend
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Desktop
Mobile
Sunday 5th August
Games-time traffic: by hour of day weekday
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
Desktop
Mobile web
Apps (phone)
Apps (tablet)
Wednesday 8th August
We 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)
Our Games-time online ambition
2410/04/2023
• No rights to video - huge focus on what works best on the web: schedules, medals, results and complementing 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, 8,000 torch bearer profiles even including twitter accounts
Ultimate authority
Ultimate authority – schedulesUnique sortable schedules on mobile and tablet too
Ultimate authority – medals, athletes, countriesEvery athlete, every medal, every which way
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!)
Ultimate authority – non-sport events 15,000 events across London 2012 Festival, Partners and others
Ultimate authority – torch relay10m unique visitors looked at Torch content, 25% saw the map
Twitter details for many torchbearers and direct tweeting from the app
Ultimate authority – App stores
We 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)
Our Games-time online ambition
Sense of liveReal time results and live torch tracking on Results and Join In apps
Voice of the Games summarises latest action and social media activity
Live torch GPS and live video on the website too
We 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)
Our Games-time online ambition
• People from 155 countries used our apps
• Results App: 22% of traffic from USA, 20% from UK
• Join In App: 40% of traffic from UK, 15% US
Appealing to all audiences - reachTruly global reach Top visiting countries (Results App)
USAGreat BritainFranceGermanyItalySpainAustraliaRussia
• 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”
Appealing to all audiences - retentionThey came, they stayed
iOSAndroid OSBlackBerry OSWindows OSSamsung 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
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
Appealing to all audiences – multiple platforms
Google 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.
Appealing to all audiences – multiple platforms
Android Tablet iPad (Apple)
Appealing to all audiences – multiple platforms
• 1168 issues resolved through testing on results app• Over 250 builds of the Join In App – dedicated testing resource through
last two months
Appealing to all audiences – user testing
We 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)
Our Games-time online ambition
Interact and engage: social media followers
Source: Google Analytics
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
FoursquareGoogle+TwitterFacebook
4.7m social media followers
Interact and engage: Twitter – #savethesurprise16k ceremony tweets each rehearsal night, 25% using #savethesurprise
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!
Interact and engage: Location based• 100,764 check ins and 60k Foursquare
followers, people from 120 countries check in to special Olympic and Torch Relay badges
• 627k Facebook check ins to 40 venues
• Over 10m location-based push location- based mobile push messages sent to all ticketholders in stadia including exclusive ceremony photos, spectator surveys and information
• Around 60% open rates for push and around 60% of app users had location enabled
• 4,000 mobile spectator surveys completed
Push message sent to app users as cauldron was lit
Interact and engage: Tumblr•
http://exploretheceremonies.tumblr.com/
• Backstage blog live during opening and closing cermonies
• 500k visits to the blogs, 60% from mobile
• over 2m views of backstage videos (and over 7m of official song on youtube)
Interact and engage: QR codes
• QR codes on key spectator publications/leaflets
• 95k scans, mostly on day of events and mostly from paper ticketholder spectator guide (1.2m sent), 0.6% activation rate
• 3.5k scans from outdoor media, mainly shops
Interact and engage: Mobile• 66,000 rang a digital bell on the Join In
App to welcome the Games on July 27th
• Tap and shake the Join in App for an “easter egg”: 6 different dancing mascot animations
• Notifications for chosen event start times, chosen country medals and daily medal table summary
Interact and engage: Music• Opening ceremony album, Closing
ceremony album:
• #1 digital download in many, many countries
• Official mobile game – over 6.5m downloads and #1 seller in UK
Interact and engage: Samsung Paralympic bloggers
• 50 Leading Paralympic athletes used a Samsung Note to blog live• Purpose-built App and backend ingests
video, audio and phone calls – fully accessible and used by blind and visually impaired athletes
• Assets moderated on back end and republished on youtube.com/paralympicsporttv
• Athletes notified of publication so they can share via social media
• 500 videos created• 200,000 video views
We 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)
Our Games-time online ambition
Revenue: Ad performance
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400,000,000
App
Mobile
Tab
Web
77% of all ad impressions were accounted for by
website platfrom,17% by the apps , 3% from
tablets, 4% from mobile site
1 July – 09 September - Total ad impressions - 7,119,239,475
• Website campaigns CTR 0.08%• Mobile site campaigns CTR 0.34%• App CTR 0.56%• Effective CPM - very competitive
Revenue: Ad performance - Olympics
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
Android platforms (Tab & App
performed the best in terms of CTR 0.60% (Tab) / 0.55% (App) for comparison iOS
was 0.33%
Results AppT
ab
let
Ta
ble
t
Ta
ble
t
Ap
p
Ap
p
Ap
p
Ap
p
Samsung Tab_Android 2.2
and above
Samsung Tab_Android all
Samsung Tab_iOS all
Samsung_Android 2.2 and Above
Samsung_BB all Samsung_iOS all
Samsung_Win all
5,499,768 37,591 81,790,316 182,597,243 6,668,919 317,238,976 8,532,204
33,111 427 268,825 1,008,663 13,611 1,370,496 48,127
Samsung ad performance by OS
Total clicks
Total ad impressions
Total 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
Join In App
BP Join In GT_DIP-Silver Android NEW
BP Join In GT_DIP-Silver Blackberry
BP Join In GT_DIP-Silver IOS
6,141,368 50,550 16,686,642
55,945 608 35,812
BP ad performance by OS
CTR
Total clicks
Excluding BlackBerry again Android
platforms performed the best in terms of
CTR 0.61% (for comparison iOS was
0.39%
Join In App
Android iOS BlackBerry Windows Phone 7
0.55%
0.43%
0.20%
0.56%
0.88%
0.20%
1.19%
CTR by Operating platform
Results app Join In app
Across all OS Android proved to be the best performing platform in terms of CTR
• The creative execution on android for Samsung was about their new ‘Take Part’ app where as the banner that ran across all other OS was about the Galaxy S3 with no direct call to action
• BP’s creative that ran across all OS spoke about the chance to win tickets which is believed to have helped them achieve a CTR 0.39%
CTR-
0.22%
CTR- 0.31%
Revenue: Ecommerce
• 1.427m unique visitors to shop.london2012.com• Order volume well into six figures, mobile sales up to 5%
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LOCOG website RSS feedLOCOG website - top navigation buttonLOCOG website carouselLOCOG ticketing siteLOCOG emailsResults app
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