This document provides an overview of LOCOG's digital strategy for the 2012 London Olympics. It discusses the rapid growth of internet and social media usage globally between 2005-2010. It outlines LOCOG's vision to create the most visited and authoritative Games-time internet services. Key aspects of the digital strategy include the London2012.com website, social media platforms, mobile apps, and providing comprehensive results and information during the Games. The goal is to inspire and engage all audiences around the world through these digital services.

1. H&K D2
June 9, 2011
Alex Balfour
London 2012
Head of New Media
twitter.com/balf
09/06/2011 1

2. Agenda
Background: Internet landscape
What
Wh t we do online
d li

3. 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,
a d broadband penetration the UK exceed 5%
and b oadba d pe et at o in t e U to e ceed 75%
*according to Deloitte and Neilsen
3
09/06/2011

4. That was then: Broadband in 2005
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5. That was then: Mobile in 2005
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6. That was then: Social networks in 2005, young persons game
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7. 2010: Access to the Internet
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8. 2010: Reached a point where the majority have adopted
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9. These tools have
become t h l i ll
b technologically
boring enough to
become socially
b i ll
interesting
Clay Shirky,
Here comes everybody
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17th November 2009

10. 2010: Internet no longer the domain of the young
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11. 2010: Use of the Internet – 23% of online time, all ages, networking
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12. Agenda
Background: Internet landscape
What
Wh t we do online
d li
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13. Our digital vision
Our vision is to create new media
products and services which are fully
aligned with London 2012’s vision to
“use the power of the Games to
inspire change”
g
We aim to create products and services
that:
• Are the most visited Games-time Internet • Appeal to all audiences, irrespective of
services ever location, ability, age, background, and level of
sporting knowledge;
• Are seen as the ultimate authority on the
Games with comprehensive, unbiased • Encourage people to interact and engage with
provision of results the inspiring stories of the Games.
• Provide greater access to the event • Generate online revenue for the Organising
wherever the user is Committee.
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09/06/2011

14. What we do online
1. London2012.com, social media platforms and online toolkit
– Generic communications platforms
including:
– london2012.com,
– ‘virtual agent’ tool,
– e-communications,
i ti
– mapping platform
– Social media
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15. London 2012’s official social media channels
3m+ views 120,000+ fans
120 000 f
20,000 follow
70,000+ followers Mascots on
Facebook,
Facebook Twitter
and MyLondon2012
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1
09/06/2011
5

16. Using social media channels
Messaging prioritises fun
Cool picture! Too many posts!
Free stuff! Info out of context!
Funny things!
y g Too much repetition!
Excitement! Not what I signed up
Inspiration! for!
Progress!
Twitter – zeitgeist
zeitgeist, MyLondon2012 –
y
Facebook call and
F b k ll d
links to in house social
response
London2012.com and network
replies
Acquistion, Retention
text goes here Advocacy and Revenue

17. Engagement Ticketing Sale
Date
Announcement
15 Jan 11
Ticketing
interest
launch
23 March
Ticketing Price Competition Schedule and
1,000,000 Ticket's Prices Announcement
Announcement
15 Oct 15 Feb 11
100,000
Volunteering
EOI launch
Volunteering
27 July General launch
15 Sept As of 30 April
10,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Source: Google Analytics
Newsletter Volunteer Applications Tickets EOI Facebook London 2012 Twitter London 2012
As of 30 April
2,102,366
2 102 366 165 764
165,764 130,261
130 261 5 589
5,589 78,321
78 321 10 030
10,030
text goes here Views Facebook fans Followers

18. What we do online
The principle channel to the public
Supporting delivery in whole or part of key
functional area (FA) digital products and
services at FA expense including:
– Ticketing website
– Volunteering portal and website
– Inspire website
p
– Online recruitment
– Ad hoc communication sites such as
Greenwich Park consultation site
site,
three years to go game, London
borough pin badge competition
– Mascot website and social media
– Online shop
– Education websites: Get Set,
International Inspiration, Global
Conversation
– Torch relay and Ceremonies
y
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19. What we do online
Games-time Internet Results and Information
– Games-time website
– Games-time mobile site and apps
pp
(including integration with Samsung’s WOW
service)
– Social networks / other third party channel
p y
Games-time results and info distribution
We will generate 90% of our traffic at
g
Games time and most 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.*
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20. Background: Anticipated traffic
Bigger than Facebook in August 2012?
– Vancouver 2010 .com
–292m visits, 1bn page views, 83m
unique visitors
– CTV 41m visits, 215m page
views,15m uniques
–FIFA.com
–335m visits, 6bn page views 150m
335m visits views,
unique visitors
– London 2012.com
–1 bn visits, 25bn page views
–(capacity for 21bn visits, 526bn
page views)
–We will generate 90% of our traffic
at Games time and 70% is for
results.
results
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1 billion visits

21. Management Summary
Key Metrics
Traffic now comparable with leading DIY online sites – B&Q 2,525,656 London 2012 visits 4% (102,853)
(diy.com), Homebase and Wickes
566,986 peak visits to 2012 on Ticket Prices Closure 26
Significant traffic increase for ticketing closing -
April
London2012 had its busiest day ever
2.4
2 4 million visitors to our London2012 and Ticketing sites in Traffic levels significantly over the 4 month average
one day (26th April) which include 2 major announcements
Ticketmaster worked well – some issues but still taking
8,543,169 Page views 4% (103,657)
traffic
944% increase in London 2012 traffic on 26 April– web 60% New visitors
service infrastructure held up well
Reached 2 million YouTube views
Visits to London2012.com - April 2011
2,000,000
1,800,000 Tickets on sale closure date
26 Apr – 1,841,549 visits
1,600,000
1,400,000
1,200,000
1 200 000
Visits
1,000,000
800,000 Tickets on sale closure date
26 Apr – 566,986 visits
600,000
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 25 26 27 28 29 30
April
Source: Google Analytics
text goes here London2012 Tickets.london2012 4 Month Ave Webmetrics

22. London 2012 Website Traffic
Page View comparison with other Websites
30,000,000,000
30,000,000,000
London 2012
(July 2010)
25,000,000,000 25 billion
ressions
20,000,000,000
Pa Impr
15,000,000,000
age
FIFA World Cup
W ld C
10,000,000,000 (June 2010)
Vancouver 2010 billion
6.3
BBC website 2011 Rugby World Cup
(Feb 2010)
(per month) (Oct 2011)
5,000,000,000
5 000 000 000 3 billion
2.2 billion
Wimbledon 2010 Wimbledon 2011 million
100
(June 2010) (June 2011) (est)
120 million 140 million (est)
‐
Apr 2010
0
Apr 2011
1
Apr 2012
2
Jan 2010
0
Nov 2010
0
Jan 2011
1
Nov 2011
1
Jan 2012
2
Feb 2010
0
May 2010
0
Sep 2010
0
Feb 2011
1
May 2011
1
Sep 2011
1
Feb 2012
2
May 2012
2
Sep 2012
2
Jun 2010
0
Jun 2011
1
Jun 2012
2
Mar 2010
0
Jul 2010
0
Mar 2011
1
Jul 2011
1
Mar 2012
2
Jul 2012
2
Dec 2010
0
Dec 2011
1
Oct 2010
0
Oct 2011
1
Aug 2010
0
Aug 2011
1
Aug 2012
2
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23. Mobile services
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24. Mobile services
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25. Mascot Games
Adistars
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27. My London 2012.com
• Sharing to and from
Facebook, Twitter, RSS
• Mobile upload
• Share on live sites and other
physical spaces where the
Games take place
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28. London 2012 would like to thank our partners for their support
Worldwide partners
Official partners
Official supporters
O c a supp e s and providers
Official suppliers a d p o de s
Airwave, Atkins, Boston Consulting Group, Crystal CG, Freshfields Bruckhaus Deringer LLP, Holiday Inn, McCann Worldgroup,
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Nielsen, Populous, Ticketmaster, Trident
09/06/2011

29. Thank you
The official Emblem of the London Organising Committee of the Olympic Games
29 Paralympic Games Ltd is protected by copyright. © London Organising Committee
and
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09/06/2011
of the Olympic Games and Paralympic Games Ltd 2007. All rights reserved.