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London 2012 Olympic and Paralympic Games-time
Digital Report
August 13 2012
Alex Balfour
Head of New Media, London 2012
@alexbalfour2012
Summary: London2012.com in 140 characters



   Final Olympic online totals 431m visits,
   109m unique users, 15m app
   downloads, 4.73bn page views, 4.7m
   social followers #London2012.com
Summary: London2012.com in 140 characters

  (for the geeks)
   Final Olympic online totals 1.3PB of
   data served,117 Billion object requests,
   46.1bn „page‟ (html,htmx) views, App
   peak of 17,290 pages per second, web
   of 104,792 pages per second
   #London2012.com
Summary: London2012.com in 140 characters



   Final Paralympic online totals: 30m
   visits, 9.5m unique users, 5.8m app
   upgrades, 220m page views
   #London2012.com
Agenda
Agenda

The context
Our Games-time ambition
Our achievement
The Games –scale
•       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
    6
Agenda
Agenda
6 July 2005
London wins the right to
Journey to 2012 video
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
2010: Digital by default
•   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...
   11                                        10/09/2012
2012: Social and mobile on the march
 2.7bn social media accounts worldwide by start of 2012




 12                                 10/09/2012            zurmat.com
2012: Social and mobile on the march
                                    France                UK             Germany              Italy                     India**
                                    SP: 66%            SP: 61%           SP: 67%            SP: 62%                     SP: 10%
                                  Tablets: 15%       Tablets: 17%      Tablets: 12%       Tablets: 15%                Tablets: 1%




Source: Nielsen, Q3 2011
SP: smartphone penetration among mobile phone users (in major metros for Thailand & Indonesia)


                                                                                                   Source: Nielsen Smartphone Insights, Q2 2012
2012: Social and mobile on the march - UK


     –      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)
  Q6 Do you currently use a mobile phone
  Q7 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
2012: Social and mobile on the march – second screen




                                   Clay Shirky,
                          Here comes everybody




15
     17th November 2009
Agenda
Agenda

The context
Our Games-time ambition
Our achievement
Our Games-time online ambition                                                  Back then
                                                                                mobile
                                                                                seemed
We set out a vision in 2010 To be the most visited Gamestime website ever       secondary!

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)
Agenda
Agenda

The context
Our Games-time ambition
Our achievement

Our Games-time online ambition
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)
London 2012 website traffic: 2010, 11, 12. Not bad but...




                                                            Source: Google Analytics
Games-time traffic: Most visited Games-time channels ever
  • 432m total visits from 109m unique users across web and mobile

  • 60% of visits from mobile devices

              35
   Millions


              30

              25       Total Visits
              20       Of which through mobile devices
              15

              10

              5

              0


              01 Jul   08 Jul    15 Jul     22 Jul       29 Jul   05 Aug   12 Aug
Games-time traffic: Most visited Games-time channels ever
  • 432m total visits from 109m unique users across web and mobile

  • 0% of visits from mobile devices

              35
   Millions


              30

              25       Total Visits
              20       Of which through mobile devices
              15

              10

              5

              0


              01 Jul   08 Jul    15 Jul     22 Jul       29 Jul   05 Aug   12 Aug
1000000
                           2000000
                                              3000000
                                                        4000000
                                                                  5000000
                                                                            6000000
                                                                                      7000000
                                                                                                8000000




             0
13/08/2012
14/08/2012
15/08/2012
16/08/2012
17/08/2012
18/08/2012
19/08/2012
20/08/2012
21/08/2012
22/08/2012
23/08/2012
24/08/2012
25/08/2012
                                                                                                          • 52% of visits from mobile devices




26/08/2012
27/08/2012
28/08/2012
29/08/2012
30/08/2012
31/08/2012
                                                                                        Start of

                                                                                        Games




01/09/2012
                                                                                        Paralympic




02/09/2012
03/09/2012
04/09/2012
05/09/2012
06/09/2012
07/09/2012
                                                                                                                                                • 30m total visits from 9.5m unique users across web and mobile




08/09/2012
09/09/2012
                                     Visits
                                                                                                                                                                                                                  Games-time traffic: Most visited Games-time channels ever
Games-time traffic: Mobile app downloads (cumulative)

   15m mobile application downloads, #1 ranking in 7 countries

             20
  Millions



             15
                          Official London 2012 Results App
             10
                          Official London 2012 Join In App

             5

             0
              01-Jul   08-Jul      15-Jul         22-Jul     29-Jul   05-Aug
Games-time traffic: Mobile app downloads (cumulative)

   5.8m upgrades to Paralympic versions of both Apps

        15
  Millions


                            Official London 2012 Join In App
                            Official London 2012 Results App
                            Paralympic upgrades
        10

             5

             0
Games-time traffic: by hour of the day weekend
     1,400,000
                                                                                              Sunday 5th August
     1,200,000


     1,000,000


      800,000

                                                                                                   Desktop
      600,000                                                                                      Mobile


      400,000


      200,000


            0
                 1   2   3   4   5   6   7   8   9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Games-time traffic: by hour of day weekday
   800,000
                                                                                            Wednesday 8th August
   700,000


   600,000


   500,000
                                                                                                 Desktop
   400,000                                                                                       Mobile web
                                                                                                 Apps (phone)
   300,000                                                                                       Apps (tablet)

   200,000


   100,000


        0
             1   2   3   4   5   6   7   8   9   10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Games-time traffic: how we built it – organic SEO   We optimised
                                                    against the 1700
                                                    most searched
                                                    Olympic terms for 2
                                                    years




                                                      Rank 1 implies the
                                                      first return on a
                                                      search engine
                                                      results page, 2 the
                                                      second and so on.
                                                      The lower number
                                                      the better
Games-time traffic: how we built it – organic SEO (US)
Games-time traffic: how we built it – organic SEO




                                                    66% of our web
                                                    traffic came
                                                    from search
                                                    during Games
Games-time traffic: how we built it – relationships
10 Google doodles in 16 days
Games-time traffic: how we built it – relationships

                                 Our SEO was strong
                                 but we estimate a
                                 5% of traffic came
                                 from Google
                                 “knowledge panels”
                                 and the doodle
Games-time traffic: how we built it – relationships          Facebook’s page
                                                             finder for the Games
Facebook was our top referring traffic source after search   drove traffic as did
                                                             integration of Open
                                                             Graph and like
                                                             buttons (see later)
Games-time traffic: how we built it – relationships
App store promotion by arrangement with all app stores was key

Our Games-time online ambition
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)
Ultimate authority
• 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
   36                                   10/09/2012
accounts
Ultimate authority – schedules
 Unique schedules sortable any which way you choose
Ultimate authority – schedules
 Unique sortable schedules on mobile and tablet too
Ultimate authority – medals, athletes, countries
 Every athlete, every medal, every which way
Ultimate authority – top Olympic athlete profiles
 Most popular athlete profile pages (TOTAL: 10,490 athletes, 106m page views)
    2,500,000

    2,000,000

    1,500,000

    1,000,000

     500,000

           0
Ultimate authority – top Paralympic athlete profiles
  Most popular athlete profile pages (TOTAL: 4,200 athletes, 6.2m page views)
   140000
   120000
   100000
    80000
    60000
    40000
    20000
        0
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 relay
 10m unique visitors looked at Torch content, 25% saw the map




                                                                Twitter details
                                                                for many
                                                                torchbearers and
                                                                direct tweeting
                                                                from the app

Our Games-time online ambition
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)
Sense of live
Live notifications on web
                               Athletes
           Live events drop    competing today
           down at top of      on every
           every page of the   country/team
           site                page




  Pop up “sticky bar”
  at the bottom of
  every page with live
  results and
  customisable
  elements
Sense of live
Bespoke real time and rich web scoreboards for every one of 302 events
Sense of live
Real time results and live torch tracking on Results and Join In apps


                                        Live torch GPS and
                                        live video on the
                                        website too


Voice of the Games
summarises latest
action and social
media activity

Our Games-time online ambition
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)
Appealing to all audiences - reach
Truly global reach                              Top visiting countries (web)
•   People from 201 territories countries
                                                                               United States
    visited the website
                                                                               United Kingdom
                                                                               Canada
•   People from 155 countries used our apps                                    France
                                                                               Australia
•   40% of all online Britons visited the web                                  India
    site as did 29% of all online New                                          Germany
    Zealanders, 19% of all online                                              South Korea

    Canadians, 12% of all online Americans#                                    Spain
                                                                               Italy
                                                                               Malaysia
•   Paralympics : 50% of visits from
                                                                               Mexico
    UK, 7.43% US, 4.88% Aus, 3.2% France
Appealing to all audiences - retention
They came, they stayed
•   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
        • Apps (tablet): 29 ppv

•   4+ star ratings for both Apps across all platforms and 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 – true accessibility
Beyond numbers
We considered the needs of:
• People with visual, hearing or motor impairments;
• People with cognitive impairments;
• People with reading difficulties such as dyslexia;
• People whose mother tongue is not English;
• People from different cultural, ethnic and socio-economic backgrounds;
• People from different generations.

We have followed these broad principles over the last six years:
1. Providing help in using the site.
2. Designing for use with assistive technologies: ensuring that our media work well with
   technologies such as software that reads pages aloud.
3. Following standards: London 2012 websites comply with accessibility standards including
   the W3C Web Accessibility Initiative.
4. Testing: we have worked with specialist accessibility and usability consultancies and real
   users to ensure that problems are identified and solutions developed.
Appealing to all audiences – true accessibility
We committed to:

1. Ensuring compliance with WCAG 2.0 A and achieving AA+ accessibility

2. Providing alternative content formats – Easy Read and BSL versions of the site

3. Providing help and guidance in using the site

4. Testing with specialist usability and accessibility consultants and real users

5. Using Plain English throughout

6. Ensuring a non-partisan site which respects and values all teams and athletes
   equally (no TeamGB bias)
Appealing to all audiences – user testing
Over 2000 hours of user testing with real users
Appealing to all audiences - alternative formats




1.   Stylesheet switching (Dyslexic and high visibility options)
2.   Font resizing
3.   Skip to content / skip to section navigation link
4.   Links to British Sign Language and Easy Read sites
5.   Keyboard shortcuts / skip keys based on common usage
6.   Direct link in header to accessibility advice
Appealing to all audiences - alternative formats
Stylesheet switching: dyslexic view
Appealing to all audiences - alternative formats
Font size increasing
Appealing to all audiences - alternative formats
Alternative content formats: Easy Read
Appealing to all audiences - alternative formats
Easy Read summaries during Games
Appealing to all audiences - alternative formats
Alternative content formats: daily highlights summaries during the Games
Appealing to all audiences - alternative formats
Video content with captions and transcripts
Appealing to all audiences - accessibility
Accessibility information section

Our Games-time online ambition
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)
Interact and engage: social media followers

           4.7m social media followers
            5
            4
                                                                             Foursquare
Millions




            3
                                                                             Google+
            2                                                                Twitter
            1                                                                Facebook
            0
             01-Jul   08-Jul   15-Jul    22-Jul   29-Jul   05-Aug   12-Aug


                                                                                   Source: Google Analytics
Interact and engage: Facebook
• 1.86 m Facebook likes, 8 Facebook accounts

• London 2012 content reached 49m facebook
users at peak, 43% under 24

• 100m+ likes across all Olympic athlete and
team pages according to Facebook

• Full open graph integration with celebrate and
support buttons on site – 200k users logged in
with their Facebook credentials with 1.4% click
thrus from their posts back to London2012.com

•We provided an experimental feed into
Facebook so 100 athletes could feed their
results onto their pages
Interact and engage: Twitter
• 1.9 m Twitter followers -150m tweets
About the games (acc to Twitter)

• 48 Twitter accounts:
     • 36 sport accounts with live feeds
     • 2 mascot accounts
     • 6 twitter cameras with personality:
          @L2012BballCam
          @L2012GymCam
          @L2012TableCam
          @L2012StadiumCam
          @L2012MatCam
          @L2012PoolCam
• Visualisations:
     •Olympic and Ceremony Pulse
     • #supportyourteam
Interact and engage: Twitter – london2012.com/olympicpulse
Live tweets from across 40 venues and during ceremonies
Interact and engage: Twitter – #supportyourteam
1.55m 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: Google + and Youtube
• 818k Google + followers

• Unprecedented Google Plus global
“events” for opening and closing ceremony
– 5k people took part

• 1.1m views of “Rock the Games” (4:1
Live:VOD) on youtube.com/london2012 -
live performances and Q and A filmed in
London of Rizzle
Kicks, Mika, Noisettes, Lawson, Conor
Maynard and others
Interact and engage: Tumblr
• http://exploretheceremonies.tumblr.com/

• Backstage blog live during opening and
closing cermonies
Interact and engage: Location based               Push message
                                                  sent to app
                                                  users as
• 60k Foursquare followers, people from 120       cauldron was
                                                  lit
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
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: Games
• 4m visits to the Mascots‟ games site –
www.london2012.com/mascots, 150,000
online mascots created

• Official mobile game – over 6.5m
downloads and #1 seller in UK

• The Official Video Game has been the
number 1 selling game in all formats

• Over 17m page views
across mini games
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
Interact and engage: Email
• 83 million emails sent to 200 countries,
  with 17 daily editions
• 13 million email opens, 5 million links
  clicked
• Content targeting – 150 permutations:
     • GB and non-GB editorial iterations
     • Medal table and start times highlighted
     based on country supported/favourite sports
     • Daily regional event listings, based on users
     postcode (UK) and targeted merchandise
     offering based on preferences
• Unparalleled accessibility, featuring large text,
  high visibility and dyslexia friendly email versions
  as well as links to BSL content
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

Our Games-time online ambition
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)
Revenue: Ecommerce
• 1.427m unique visitors to shop.london2012.com
• Order volume well into six figures


  40,000

  35,000    LOCOG website RSS feed
            LOCOG website - top navigation button
  30,000    LOCOG website carousel
            LOCOG ticketing site
  25,000    LOCOG emails
            Results app
  20,000    Join In app

  15,000

  10,000

   5,000

      0
Revenue: Ad performance
  •   5,951,035,484 Ad Impressions, 17 Campaigns
  •   Website click-through rates as high as 0.18%
  •   Average click-through rate across mobile site 0.30% / Apps = 0.56%
  •   „Join In‟ email newsletters – open rate on ads on average 0.20% +
                                                                       Ad impressions by platforms
                       400,000,000
                       350,000,000
      Ad impressions




                       300,000,000
                       250,000,000
                       200,000,000                                                                                                                                                                                                                                                                                                 App
                       150,000,000
                                                                                                                                                                                                                                                                                                                                   Mobile
                       100,000,000
                                                                                                                                                                                                                                                                                                                                   Tab
                        50,000,000
                                                                                                                                                                                                                                                                                                                                   Web
                                -
                                     01/07/2012
                                                  03/07/2012
                                                               05/07/2012
                                                                            07/07/2012
                                                                                         09/07/2012
                                                                                                      11/07/2012
                                                                                                                   13/07/2012
                                                                                                                                15/07/2012
                                                                                                                                             17/07/2012
                                                                                                                                                          19/07/2012
                                                                                                                                                                       21/07/2012
                                                                                                                                                                                    23/07/2012
                                                                                                                                                                                                 25/07/2012
                                                                                                                                                                                                              27/07/2012
                                                                                                                                                                                                                           29/07/2012
                                                                                                                                                                                                                                        31/07/2012
                                                                                                                                                                                                                                                     02/08/2012
                                                                                                                                                                                                                                                                  04/08/2012
                                                                                                                                                                                                                                                                               06/08/2012
                                                                                                                                                                                                                                                                                            08/08/2012
                                                                                                                                                                                                                                                                                                         10/08/2012
                                                                                                                                                                                                                                                                                                                      12/08/2012
And finally…a word of thanks
Without these organisations on our side this couldn‟t have happened




                               And of course our magnificent staff and volunteers...
And finally…a word of thanks
The London 2012 New Media team

•   Head of New Media
    Alex Balfour
•   Deputy Head:
    Morag Reavley: lead on Join In
    App, Volunteering, Education, Ticketing, Shop, Accessibility, Translation

•   Senior Producers
     • Liz Goulding: Games-time website lead
     • Finn Concannon: Social
     • Andy Watkins: Torch Relay, Mapping, Technical lead
     • Kavita Kapoor: Mascots, Travel, 3rd party integrations
•   Producers
    Antonia de Feo; Claire Watson; Clare Wolfensohn; Fiona Mclaren; Jacob
    Melton; Tom Price-Stephens
And finally…a word of thanks
The London 2012 Results, Editorial, Technology teams

•   Head of Results
    Paula Booth
•   Head of Editorial Services
    Andrea Wilson (and her marvellous Games-time editorial team)
•   Games-time Website project manager
    Matilde Casirati
•   Internet results service manager
    Maxime Heppell
•   Mobile Applications manager
    Ed Valpy
•   Internet tech leads
    Chris Hudson (project management); Ian Bradley (testing); David Rogers
    and leadership from Aaron Shone (security), Brian Cook, David Finch and
    many others
Thank you




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.

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London 2012.com Olympic and Paralympic Games digital round up 10 September 2012

  • 1. London 2012 Olympic and Paralympic Games-time Digital Report August 13 2012 Alex Balfour Head of New Media, London 2012 @alexbalfour2012
  • 2. Summary: London2012.com in 140 characters Final Olympic online totals 431m visits, 109m unique users, 15m app downloads, 4.73bn page views, 4.7m social followers #London2012.com
  • 3. Summary: London2012.com in 140 characters (for the geeks) Final Olympic online totals 1.3PB of data served,117 Billion object requests, 46.1bn „page‟ (html,htmx) views, App peak of 17,290 pages per second, web of 104,792 pages per second #London2012.com
  • 4. Summary: London2012.com in 140 characters Final Paralympic online totals: 30m visits, 9.5m unique users, 5.8m app upgrades, 220m page views #London2012.com
  • 5. Agenda Agenda The context Our Games-time ambition Our achievement
  • 6. The Games –scale • 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 6
  • 7. Agenda Agenda 6 July 2005 London wins the right to Journey to 2012 video stage the Games
  • 8. That was then: Broadband reach in the UK in 2005
  • 9. That was then: 3g penetration in the UK in 2005
  • 10. That was then: Social media in the UK in 2005
  • 11. 2010: Digital by default • 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... 11 10/09/2012
  • 12. 2012: Social and mobile on the march 2.7bn social media accounts worldwide by start of 2012 12 10/09/2012 zurmat.com
  • 13. 2012: Social and mobile on the march France UK Germany Italy India** SP: 66% SP: 61% SP: 67% SP: 62% SP: 10% Tablets: 15% Tablets: 17% Tablets: 12% Tablets: 15% Tablets: 1% Source: Nielsen, Q3 2011 SP: smartphone penetration among mobile phone users (in major metros for Thailand & Indonesia) Source: Nielsen Smartphone Insights, Q2 2012
  • 14. 2012: Social and mobile on the march - UK – 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) Q6 Do you currently use a mobile phone Q7 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
  • 15. 2012: Social and mobile on the march – second screen Clay Shirky, Here comes everybody 15 17th November 2009
  • 16. Agenda Agenda The context Our Games-time ambition Our achievement
  • 17. Our Games-time online ambition Back then mobile seemed We set out a vision in 2010 To be the most visited Gamestime website ever secondary! 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)
  • 18. Agenda Agenda The context Our Games-time ambition Our achievement
  • 19.  Our Games-time online ambition 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)
  • 20. London 2012 website traffic: 2010, 11, 12. Not bad but... Source: Google Analytics
  • 21. Games-time traffic: Most visited Games-time channels ever • 432m total visits from 109m unique users across web and mobile • 60% of visits from mobile devices 35 Millions 30 25 Total Visits 20 Of which through mobile devices 15 10 5 0 01 Jul 08 Jul 15 Jul 22 Jul 29 Jul 05 Aug 12 Aug
  • 22. Games-time traffic: Most visited Games-time channels ever • 432m total visits from 109m unique users across web and mobile • 0% of visits from mobile devices 35 Millions 30 25 Total Visits 20 Of which through mobile devices 15 10 5 0 01 Jul 08 Jul 15 Jul 22 Jul 29 Jul 05 Aug 12 Aug
  • 23. 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 0 13/08/2012 14/08/2012 15/08/2012 16/08/2012 17/08/2012 18/08/2012 19/08/2012 20/08/2012 21/08/2012 22/08/2012 23/08/2012 24/08/2012 25/08/2012 • 52% of visits from mobile devices 26/08/2012 27/08/2012 28/08/2012 29/08/2012 30/08/2012 31/08/2012 Start of Games 01/09/2012 Paralympic 02/09/2012 03/09/2012 04/09/2012 05/09/2012 06/09/2012 07/09/2012 • 30m total visits from 9.5m unique users across web and mobile 08/09/2012 09/09/2012 Visits Games-time traffic: Most visited Games-time channels ever
  • 24. Games-time traffic: Mobile app downloads (cumulative) 15m mobile application downloads, #1 ranking in 7 countries 20 Millions 15 Official London 2012 Results App 10 Official London 2012 Join In App 5 0 01-Jul 08-Jul 15-Jul 22-Jul 29-Jul 05-Aug
  • 25. Games-time traffic: Mobile app downloads (cumulative) 5.8m upgrades to Paralympic versions of both Apps 15 Millions Official London 2012 Join In App Official London 2012 Results App Paralympic upgrades 10 5 0
  • 26. Games-time traffic: by hour of the day weekend 1,400,000 Sunday 5th August 1,200,000 1,000,000 800,000 Desktop 600,000 Mobile 400,000 200,000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
  • 27. Games-time traffic: by hour of day weekday 800,000 Wednesday 8th August 700,000 600,000 500,000 Desktop 400,000 Mobile web Apps (phone) 300,000 Apps (tablet) 200,000 100,000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
  • 28. Games-time traffic: how we built it – organic SEO We optimised against the 1700 most searched Olympic terms for 2 years Rank 1 implies the first return on a search engine results page, 2 the second and so on. The lower number the better
  • 29. Games-time traffic: how we built it – organic SEO (US)
  • 30. Games-time traffic: how we built it – organic SEO 66% of our web traffic came from search during Games
  • 31. Games-time traffic: how we built it – relationships 10 Google doodles in 16 days
  • 32. Games-time traffic: how we built it – relationships Our SEO was strong but we estimate a 5% of traffic came from Google “knowledge panels” and the doodle
  • 33. Games-time traffic: how we built it – relationships Facebook’s page finder for the Games Facebook was our top referring traffic source after search drove traffic as did integration of Open Graph and like buttons (see later)
  • 34. Games-time traffic: how we built it – relationships App store promotion by arrangement with all app stores was key
  • 35.  Our Games-time online ambition 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)
  • 36. Ultimate authority • 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 36 10/09/2012 accounts
  • 37. Ultimate authority – schedules Unique schedules sortable any which way you choose
  • 38. Ultimate authority – schedules Unique sortable schedules on mobile and tablet too
  • 39. Ultimate authority – medals, athletes, countries Every athlete, every medal, every which way
  • 40. Ultimate authority – top Olympic athlete profiles Most popular athlete profile pages (TOTAL: 10,490 athletes, 106m page views) 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0
  • 41. Ultimate authority – top Paralympic athlete profiles Most popular athlete profile pages (TOTAL: 4,200 athletes, 6.2m page views) 140000 120000 100000 80000 60000 40000 20000 0
  • 42. 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!)
  • 43. Ultimate authority – non-sport events 15,000 events across London 2012 Festival, Partners and others
  • 44. Ultimate authority – torch relay 10m unique visitors looked at Torch content, 25% saw the map Twitter details for many torchbearers and direct tweeting from the app
  • 45.  Our Games-time online ambition 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)
  • 46. Sense of live Live notifications on web Athletes Live events drop competing today down at top of on every every page of the country/team site page Pop up “sticky bar” at the bottom of every page with live results and customisable elements
  • 47. Sense of live Bespoke real time and rich web scoreboards for every one of 302 events
  • 48. Sense of live Real time results and live torch tracking on Results and Join In apps Live torch GPS and live video on the website too Voice of the Games summarises latest action and social media activity
  • 49.  Our Games-time online ambition 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)
  • 50. Appealing to all audiences - reach Truly global reach Top visiting countries (web) • People from 201 territories countries United States visited the website United Kingdom Canada • People from 155 countries used our apps France Australia • 40% of all online Britons visited the web India site as did 29% of all online New Germany Zealanders, 19% of all online South Korea Canadians, 12% of all online Americans# Spain Italy Malaysia • Paralympics : 50% of visits from Mexico UK, 7.43% US, 4.88% Aus, 3.2% France
  • 51. Appealing to all audiences - retention They came, they stayed • 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 • Apps (tablet): 29 ppv • 4+ star ratings for both Apps across all platforms and 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”
  • 52. Appealing to all audiences – true accessibility Beyond numbers We considered the needs of: • People with visual, hearing or motor impairments; • People with cognitive impairments; • People with reading difficulties such as dyslexia; • People whose mother tongue is not English; • People from different cultural, ethnic and socio-economic backgrounds; • People from different generations. We have followed these broad principles over the last six years: 1. Providing help in using the site. 2. Designing for use with assistive technologies: ensuring that our media work well with technologies such as software that reads pages aloud. 3. Following standards: London 2012 websites comply with accessibility standards including the W3C Web Accessibility Initiative. 4. Testing: we have worked with specialist accessibility and usability consultancies and real users to ensure that problems are identified and solutions developed.
  • 53. Appealing to all audiences – true accessibility We committed to: 1. Ensuring compliance with WCAG 2.0 A and achieving AA+ accessibility 2. Providing alternative content formats – Easy Read and BSL versions of the site 3. Providing help and guidance in using the site 4. Testing with specialist usability and accessibility consultants and real users 5. Using Plain English throughout 6. Ensuring a non-partisan site which respects and values all teams and athletes equally (no TeamGB bias)
  • 54. Appealing to all audiences – user testing Over 2000 hours of user testing with real users
  • 55. Appealing to all audiences - alternative formats 1. Stylesheet switching (Dyslexic and high visibility options) 2. Font resizing 3. Skip to content / skip to section navigation link 4. Links to British Sign Language and Easy Read sites 5. Keyboard shortcuts / skip keys based on common usage 6. Direct link in header to accessibility advice
  • 56. Appealing to all audiences - alternative formats Stylesheet switching: dyslexic view
  • 57. Appealing to all audiences - alternative formats Font size increasing
  • 58. Appealing to all audiences - alternative formats Alternative content formats: Easy Read
  • 59. Appealing to all audiences - alternative formats Easy Read summaries during Games
  • 60. Appealing to all audiences - alternative formats Alternative content formats: daily highlights summaries during the Games
  • 61. Appealing to all audiences - alternative formats Video content with captions and transcripts
  • 62. Appealing to all audiences - accessibility Accessibility information section
  • 63.  Our Games-time online ambition 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)
  • 64. Interact and engage: social media followers 4.7m social media followers 5 4 Foursquare Millions 3 Google+ 2 Twitter 1 Facebook 0 01-Jul 08-Jul 15-Jul 22-Jul 29-Jul 05-Aug 12-Aug Source: Google Analytics
  • 65. Interact and engage: Facebook • 1.86 m Facebook likes, 8 Facebook accounts • London 2012 content reached 49m facebook users at peak, 43% under 24 • 100m+ likes across all Olympic athlete and team pages according to Facebook • Full open graph integration with celebrate and support buttons on site – 200k users logged in with their Facebook credentials with 1.4% click thrus from their posts back to London2012.com •We provided an experimental feed into Facebook so 100 athletes could feed their results onto their pages
  • 66. Interact and engage: Twitter • 1.9 m Twitter followers -150m tweets About the games (acc to Twitter) • 48 Twitter accounts: • 36 sport accounts with live feeds • 2 mascot accounts • 6 twitter cameras with personality: @L2012BballCam @L2012GymCam @L2012TableCam @L2012StadiumCam @L2012MatCam @L2012PoolCam • Visualisations: •Olympic and Ceremony Pulse • #supportyourteam
  • 67. Interact and engage: Twitter – london2012.com/olympicpulse Live tweets from across 40 venues and during ceremonies
  • 68. Interact and engage: Twitter – #supportyourteam 1.55m tweets for 204 teams on desktop and mobile, and 50k for Paralympics Mongolia, inspired by their tweeting prime minister, took top spot!
  • 69. Interact and engage: Google + and Youtube • 818k Google + followers • Unprecedented Google Plus global “events” for opening and closing ceremony – 5k people took part • 1.1m views of “Rock the Games” (4:1 Live:VOD) on youtube.com/london2012 - live performances and Q and A filmed in London of Rizzle Kicks, Mika, Noisettes, Lawson, Conor Maynard and others
  • 70. Interact and engage: Tumblr • http://exploretheceremonies.tumblr.com/ • Backstage blog live during opening and closing cermonies
  • 71. Interact and engage: Location based Push message sent to app users as • 60k Foursquare followers, people from 120 cauldron was lit 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
  • 72. 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
  • 73. Interact and engage: Games • 4m visits to the Mascots‟ games site – www.london2012.com/mascots, 150,000 online mascots created • Official mobile game – over 6.5m downloads and #1 seller in UK • The Official Video Game has been the number 1 selling game in all formats • Over 17m page views across mini games
  • 74. 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
  • 75. Interact and engage: Music • Opening ceremony album, Closing ceremony album: •#1 digital download in many, many countries
  • 76. Interact and engage: Email • 83 million emails sent to 200 countries, with 17 daily editions • 13 million email opens, 5 million links clicked • Content targeting – 150 permutations: • GB and non-GB editorial iterations • Medal table and start times highlighted based on country supported/favourite sports • Daily regional event listings, based on users postcode (UK) and targeted merchandise offering based on preferences • Unparalleled accessibility, featuring large text, high visibility and dyslexia friendly email versions as well as links to BSL content
  • 77. 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
  • 78.  Our Games-time online ambition 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)
  • 79. Revenue: Ecommerce • 1.427m unique visitors to shop.london2012.com • Order volume well into six figures 40,000 35,000 LOCOG website RSS feed LOCOG website - top navigation button 30,000 LOCOG website carousel LOCOG ticketing site 25,000 LOCOG emails Results app 20,000 Join In app 15,000 10,000 5,000 0
  • 80. Revenue: Ad performance • 5,951,035,484 Ad Impressions, 17 Campaigns • Website click-through rates as high as 0.18% • Average click-through rate across mobile site 0.30% / Apps = 0.56% • „Join In‟ email newsletters – open rate on ads on average 0.20% + Ad impressions by platforms 400,000,000 350,000,000 Ad impressions 300,000,000 250,000,000 200,000,000 App 150,000,000 Mobile 100,000,000 Tab 50,000,000 Web - 01/07/2012 03/07/2012 05/07/2012 07/07/2012 09/07/2012 11/07/2012 13/07/2012 15/07/2012 17/07/2012 19/07/2012 21/07/2012 23/07/2012 25/07/2012 27/07/2012 29/07/2012 31/07/2012 02/08/2012 04/08/2012 06/08/2012 08/08/2012 10/08/2012 12/08/2012
  • 81. And finally…a word of thanks Without these organisations on our side this couldn‟t have happened And of course our magnificent staff and volunteers...
  • 82. And finally…a word of thanks The London 2012 New Media team • Head of New Media Alex Balfour • Deputy Head: Morag Reavley: lead on Join In App, Volunteering, Education, Ticketing, Shop, Accessibility, Translation • Senior Producers • Liz Goulding: Games-time website lead • Finn Concannon: Social • Andy Watkins: Torch Relay, Mapping, Technical lead • Kavita Kapoor: Mascots, Travel, 3rd party integrations • Producers Antonia de Feo; Claire Watson; Clare Wolfensohn; Fiona Mclaren; Jacob Melton; Tom Price-Stephens
  • 83. And finally…a word of thanks The London 2012 Results, Editorial, Technology teams • Head of Results Paula Booth • Head of Editorial Services Andrea Wilson (and her marvellous Games-time editorial team) • Games-time Website project manager Matilde Casirati • Internet results service manager Maxime Heppell • Mobile Applications manager Ed Valpy • Internet tech leads Chris Hudson (project management); Ian Bradley (testing); David Rogers and leadership from Aaron Shone (security), Brian Cook, David Finch and many others
  • 84. Thank you 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.

Notas do Editor

  1. London was awarded the right to host the XXX Olympic Games on 6 July 2005
  2. Our fourth proposition was to Encourage people to interact and engage with the inspiring stories of the Games.You may have seen our 1 ytear to go stadium of tweets
  3. Our fourth proposition was to Encourage people to interact and engage with the inspiring stories of the Games.You may have seen our 1 ytear to go stadium of tweets