social media and the olympics: change, social media and london 2012
DESCRIPTION
"Using Social Media to Inspire Change" 2008 Pinkerton Lecture delivered by Alex Balfour, head of new media for London 2012, on November 26 2008 to the Institute of Engineering and Technology in London.TRANSCRIPT
Pinkerton Lecture 2008
Using Social Media to Inspire Change(Slideshare users – full text in notes)
Alex BalfourHead of New Media, London [email protected]: balfFlickr: 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-LeeWeaving The Web: The Original Design and Ultimate Destiny of the World Wide Web"
Contents
1 What is “social media” • Social media explained• The impact of social media
2
Inspiring change• Harnessing change• Our model
3
London 2012 Games• Scale• Vision
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 online39% 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.
“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 MurdochAddress to the The Worshipful Company of Stationers and Newspaper Makers, March 2006
Social media
• Email 37 years• Online forums (usenet) 29 years• Chat 20 years • Web 14 years • Internet telephony 13 years• Web Ecommerce 13 years• Social networking sites 13 years• Ebay 13 years• Online video 11+ years• Myspace 10 years• Google 10 years• Wikipedia 8 years
Intro of tech
Implied versus Human Penetration Growth (UK)
0%
20%
40%
60%
80%
100%
120%
140%
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
Implied
Human
“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?”,
0 20 40
Brazil
A ver age number of c onnec ti ons mai ntai ned
0 20 40
Japan
A ver age number of c onnec ti ons mai ntai ned
New media - current trends
Internet trends:– 25% of the world online by 2012 (+44%)*– 17 countries will have > 60% broadband penetration by 2012, UK 58 to 74%** – BT to introduce fibre optic broadband by 2012,Govt “Home Access” plan– Online advertising spend X2 by 2012*; online spend > TV in UK 2008***
Mobile trends:– – Mobile penetration 100% in W. Europe - data revenue > voice Q1 2008****– 25% use mobile internet growing to 50% by 2012***– 41% use mobile to take photos but other features less than 20% use*****
*Jupiter ** Gartner *** Deloitte ****T mobile *****Ofcomm
Adapted from KPMG 2003, 2010 National Broadband Targets Maintaining Australia’s Competitiveness, 31th July 2006, Internet Industry Association
“Western countries” in 2012
Rest of the world in 2012
Contents
1 What is “social media” • Social media explained• The impact of social media
2
Inspiring change• Harnessing change• Our model
3
London 2012 Games• Scale• Vision
4 Questions
6 July 2005
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
“The Olympics has the power to change the world. It has the power to unite peoplein a way that little else does.”
Nelson Mandela
London 2012’s vision:“To use the power of the Games to Inspire
Change”
What do we mean by change• change in people’s lives• change in sport participation• change in attitudes to disability- change in the communities across London,
particularly East London- change in sustainability and protecting the
world we live in- change in how everyone participates and
engages with the Games- change in how cities host the Olympic and
Paralympic Games
Contents
1 What is “social media” • Social media explained• The impact of social media
2
Inspiring change• Harnessing change• Our model
3
London 2012 Games• Scale• Vision
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
• 21 months
• 35,000 groups
• 200,000 events
• millions of calls
• $160m in <$200 (ref guardian arrticle from 7 Nov)
•Yes we can bvideo views and speeches
Obama
“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
Acq
uisitio
n
RevenueMessages
New media products and services(enablers that help the business do things better and cheaper)
?
New media model
User data
Acq
uisitio
n
Revenue
Activatio
n
Retention
Communications(website and
emails)
Games time results
site/services
Functional Areasites
and services…
Acq
uisitio
n
Exploiting Handover and starting the journey towards 2012
Web and new media results - traffic
- Traffic twenty times the level of brand launch – previous benchmark
- 10.4m page views, 1.75m unique users
- 1.5m video views (more than olympic.org), 15% on youtube
- 44% of video views on youtube under 24
- Hundreds of positive comments across blogs, forums, our channel
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
- “celebration” was #3 video in UK at peak on youtube
- 1000 comments, #91 most responded to video all time on youtube
- 500+ photos and video submitted to our celebration map via flickr and youtube
- 100k new sign ups to news/volunteering: total 350k+
New media model - handover
100k applications(50% existing) “viral”
100k additional users
Acq
uisitio
n
Referral
Activatio
nA
cqu
isition
New media model
User data
Acq
uisitio
n
RevenueRetention
New media products and services(enablers that help the business do things better and cheaper)
Activatio
n
Referral
New media model – 2012
Communications(website and
emails)
Games time results
site/services
TicketingMerchandiseVolunteering
…
User data
Referral
Retention Revenue
Acq
uisitio
n
Activatio
nA
cqu
isition
Sponsorship
Which could be the key to accessing their stories in physical/digital spacesat all events, up to and including the Games. Literally part of the brickwork...
Contents
1 What is “social media” • Social media explained• The impact of social media
2
Inspiring change• Harnessing change• Our model
3
London 2012 Games• Scale• Vision
4 Questions
