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Social Media and the Olympics: Change, Social Media and London 2012

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Information about Social Media and the Olympics: Change, Social Media and London 2012
Technology

Published on December 1, 2008

Author: balf

Source: slideshare.net

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.
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Pinkerton Lecture 2008 Using Social Media to Inspire Change (Slideshare users – full text in notes) Alex Balfour Head of New Media, London 2012 [email_address] Twittter: balf Flickr: 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-Lee Weaving 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

What is “social media”

Social media explained

The impact of social media

Inspiring change

Harnessing change

Our model

London 2012 Games

Scale

Vision

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 online 39% 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.

Social media “ 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 Murdoch Address to the The Worshipful Company of Stationers and Newspaper Makers , March 2006

 

 

 

 

Intro of tech 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

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

 

 

 

 

“ 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?”,

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

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*****

“ Western countries” in 2012 Rest of the world in 2012 Adapted from KPMG 2003, 2010 National Broadband Targets Maintaining Australia’s Competitiveness, 31th July 2006, Internet Industry Association

 

 

 

 

 

 

 

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

What is “social media”

Social media explained

The impact of social media

Inspiring change

Harnessing change

Our model

London 2012 Games

Scale

Vision

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

205 nations

15,000 athletes

70,000 volunteers

20,000 media

“ The Olympics has the power to change the world. It has the power to unite people in a way that little else does.” Nelson Mandela

“ The Olympics has the power to change the world. It has the power to unite people in a way that little else does.”

Nelson Mandela

London 2012’s vision: “ To use the power of the Games to Inspire Change”

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

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

What is “social media”

Social media explained

The impact of social media

Inspiring change

Harnessing change

Our model

London 2012 Games

Scale

Vision

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

 

Obama 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

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

 

“ 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 Acquisition Revenue Messages New media products and services (enablers that help the business do things better and cheaper)

New media model ? User data Acquisition Revenue Activation Retention Communications (website and emails) Games time results site/services Functional Area sites and services … Acquisition

 

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”

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

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+

“ 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 Acquisition Referra l Activation Acquisition

New media model User data Acquisition Revenue Retention New media products and services (enablers that help the business do things better and cheaper) Activation Referra l

New media model – 2012 Communications (website and emails) Games time results site/services Ticketing Merchandise Volunteering … User data Referra l Retention Revenue Acquisition Activation Acquisition Sponsorship

Which could be the key to accessing their stories in physical/digital spaces at 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

What is “social media”

Social media explained

The impact of social media

Inspiring change

Harnessing change

Our model

London 2012 Games

Scale

Vision

 

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