This document discusses London 2012's plans for social media and online presence around the 2012 Olympic Games. It outlines goals such as generating traffic and revenue through the official website and social media channels. Key aspects include using social media like Facebook, Twitter and YouTube to share content and stories of inspiration from the Games. It also describes plans to develop an online platform called MyLondon2012 for public sharing of user-generated content and stories. Metrics like website traffic, database signups, and generating positive cash flow are discussed to measure success.
3. The World’s Biggest Event (vs World Cup) 205 nations (vs 32) 15,000 athletes (vs 736) 70,000 volunteers 20,000 media 9 million tickets 170+ venues (vs 12 grounds) 26 Olympic events 20 Paralympic events 24/06/2010 3
4. Rapid growth of the Internet Since LOCOG won the bid in 2005 there has been a steady and rapid worldwide increase in Internet use and particularly in social media and the mobile Internet. By 2012 we expect* the number of people using the Internet worldwide to nearly double from 25% in 2008 to 44%, 300m mobile phones to be circulation, and broadband penetration in the UK to exceed 75% *according to Deloitte and Neilsen 24/06/2010 4
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7. These tools have become technologically boring enough to become socially interesting Clay Shirky, Here comes everybody 7 17th November 2009
19. London 2012’s official social media channels 775,700+ views 70,000+ fans 12,000 follow Mascots on Facebook, Twitter and MyLondon2012 22,000+ followers 10 24/06/2010
20. Using social media channels Messaging prioritisesfun Cool picture! Free stuff! Funny things! Excitement! Inspiration! Progress! Too many posts! Info out of context! Too much repetition! Not what I signed up for! MyLondon2012 – images, video and ugc [sharing on live sites] Twitter – zeitgeist, links to London2012.com and replies Facebook call and response Acquistion, Retention Advocacy and Revenue
23. Games-time mobile site (including integration with Samsung’s WOW service)
24. Social networks / other third party channel Games-time results and info distributionWe will generate 90% of our traffic at Games time and 70% is for results. We must make the most of the opportunity to both deliver a best in class results service while fully supporting London 2012’s vision.* *For more information see the Games-time Internet information Strategy and Internet Results Services Strategy
39. Advertising / sponsorship sales around My2012. Includes banners, site sponsorships, video, photos, and live site/real world delivery of user content.
44. Foreign language sites (Chinese)For more information, see the Online Revenue Strategy
45. 16 24/06/2010 What we do online 5. New media-led engagement projects – Adistars and MyLondon2012 Adistars, inspires young people to play more sport by encouraging them to set themselves and each other challenges and rewards achievement with recognition. Value = major role in delivering brand promise and sports participation legacy My London 2012 will be the digital mechanism for delivering the brand narrative promise to give a voice to stories and allow people to share them with one another. Members of the public can upload videos and photos and make comments on a series of sites dedicated to key projects to explain how they have been inspired to do things for or because of the London 2012 Games. This content can also be shared across London 2012 "live sites" and venues. Value = delivers brand campaign generates positive cash flow
46. 17 24/06/2010 My London 2012.com My London 2012 is the digital platform that will help deliver our promise to connect young people to sport and the values that Olympic and Paralympic sport represent by giving a voice to the inspiring stories that represent those values helping people share these stories with each other.
47. 18 24/06/2010 My London 2012.com My London 2012 will aggregate content created by London 2012 registered users inspired by: The inspire mark Volunteer programme The torch relay Open weekend The Cultural festival Mascots Live sites (subject to commercial agreement) Sponsor activations