The document discusses using social media to inspire change, focusing on how London 2012 Olympics plans to harness social media. It defines social media as tools for sharing information online and via mobile. London 2012 aims to use the Games to inspire change in areas like sport participation and disability attitudes. Their social media model focuses on acquiring users, activating them through new media products/services, and retaining them through communications and engagement.

1. 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

2. “ 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"

4. Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. wikipedia

5. “ people having conversations Online”

8. 11.2 million articles

9. 14 hours of video uploaded every minute

12. 52% uploaded photos

13. 83% watched video online 39% uploaded video

14. 57 % have set up a profile

16. Image courtesy Yoz Graeme http://www.flickr.com/photos/yoz/172282431/

17. <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.

18. 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

28. “ these tools have become technologically boring enough to become socially interesting” Clay Shirky, Here comes everybody

30. “ 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

32. “ Approximately how many people do you stay in contact with in your personal life through the follow means?”,

34. “ 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

43. 6 July 2005

49. Intreact image

50. “ 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

52. Think image

53. “ computers are platforms for self expression rather than well behaved appliances “ Yochai Benkler. Wealth of Networks

60. Used social neworks very well – compare mccain and obama facebook etc

61. Used social neworks very well – compare mccain and obama facebook etc

65. “ 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

70. Join in – and (try to) be credible Inspire more conversation Rally support

71. Simple new media model New media products and services (enablers that help the business do things better and cheaper)

72. New media model User data Acquisition Revenue Messages New media products and services (enablers that help the business do things better and cheaper)

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

75. Exploiting Handover and starting the journey towards 2012

81. New media model - handover 100k applications (50% existing) “ viral” 100k additional users Acquisition Referra l Activation Acquisition

82. 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

83. 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

84. 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...