Alex Balfour, Head of New Media, London 2012, is talking about how his organisation is preparing to use social media in the run-up to the London Olympics.
14:40: London 2012’s digital mission is to create products and services that:
1. Help the business meet its objectives efficiently and cost effectively
2. Aspire to be best in class
3. Are engaging
4. Are robust
5. Fully exploit potential of social and mobile media; aim to generate positive cash flow.
What we do online? Generic communications platforms including www.london2012.com, a ‘virtual agent’ tool and three official “channels” (YouTube, Facebook and Twitter). Email is still the most important and responsive digital tool, but social becoming more critical.
Our major learning from Vancouver Games is that social media has to be fun. People use social media in their procrastination time, down time and fun time.
A lot of the stuff we do now is effectively team-building.
291m visits (Beijing 2008: 105m)
83m unique visitors (Beijing: 70m; Yahoo 32m; NBC 20m)
50% of all Canadians visited
14:55: My London 2012: a digital platform that will help deliver our promise to connect young people to sport and the values that Olympic an dParalympic sport represent by givein a voice to the inspiring stories that represent those values helping people share those stories with each other.
There will be 15,000 athletes at the games; 15% get a medal; 5% will be the estimated number of athletes with a medal who make a career out of having won that medal. The Olympics very different from the (football) World Cup in that the athletes don’t necessarily have a professional career to go to after the Games. Many of athletes have an amazing story behind them and if we can just tell some of those amazing stories, it would be fantastic. [True: this is one great way of harnessing the power of social media – not sure quite how they’re going to do it on My London2012 but will check it out]
15:03: We have 28 key performance indicators, including: key moments and highlights, engagement, reach, revenue and Tweetdeck (monitoring buzz).
15:10: Tea time – come back for more liveblogging after the break!