inovação fiergs porto alegre - mark hillary
DESCRIPTION
31 October 2012. Mark Hillary talking at FIERGS in Porto Alegre, Brazil, about the use of social media during the London Olympic games in 2012.TRANSCRIPT
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FIERGS: Indústria Creativa
Mark HillaryCobertura dos Jogos
Olímpicos Pelas Midias Sociais
Porto Alegre: 31/10/2012
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Mark Hillary… writer?•9 books on technology &
globalisation•London Olympic blogger
•Blog for Reuters, Huffington Post•Teach MBA at LSBU
•Shortlisted UK blogger of the year 2009/2011
•Advisor on content, social media, publishing… itdecs.com
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London 2012
What was the impact of social media on the
Olympic games and what can we learn
from it?
?
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Beijing 2008?
• iPhone still only months old• 3G enabled phones fairly rare• Facebook hit 100m users in Aug 2008• 200,000 active Twitter users, 3m tweets / day• Chinese govt controls on social media• No photo-sharing tools like Instagram• Olympic experience mainly ‘broadcast’
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London 2012 : What was different?
• Infrastructure• Social media • No government controls• IOC Athlete’s hub
Let’s look at each of these…
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Infrastructure• 27m iPhones sold in last 3 months!• 500m Android smart devices sold since 2008 with 1.3m new devices coming online DAILY• Public are carrying smart phones, computers with great cameras… 8 megapixels is common now on a phone• And London was ready… communications companies expected enormous traffic!
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Social Media
• Facebook now has over 1bn active users• Over half of Facebook users mostly use it from a mobile device• 500m active Twitter users generating over 340m Tweets every day•Instagram now has over 100m users, over 1bn photos uploaded… now about 58 new photos per second
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Twitter use during London 2012
Note: indicative based on selected key words – not absolute figuresSource: BBC
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Government Controls
• Effectively none… no central government control of social media use – within all normal laws (threat, abuse, libel etc)• Some local controls were created during the Olympic games for security – such as Athlete X is now at venue Y and travelling to location Z, but in reality even security was very light touch
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IOC Athlete’s Hub
hub.olympic.orgEvery athleteEvery teamEvery sportEvery disciplineOpen, free, available to all…
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IOC Athlete’s Hub
462 Team GB athletes!
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IOC Athlete’s Hub
162 Team Brazil athletes!
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Lessons learned
• Content is being consumed differently – people want two-way communication, feedback• Broadcast is no longer enough… check the online backchannel during live TV for proof• Consumers are also creators – CREATIVES!• Citizen journalists are often the first at an event – witness #sandy this week
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Thoughts for Brazil
• Terra was the only digital broadcaster at London 2012• Terra pumped their OBS feed straight online allowing fans access to any sport live at any time – fans filtered on their phone• This approach combined with tools like the BBC Olympic App will define how Rio 2016 is experienced
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Next 4 years?• More smart phones – doubling year on year in Brazil at present… smart phone will no longer be a luxury• 4G… much faster Internet from phones• Focus on phone for entertainment, TV, contacts, music, information, advertising• Greater desire for filtering of information
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Observations The way people get information has changed
The way people find work and work is changing
People curate and filter – they are editors
Phone is becoming a central point of information, access,
payment,The public is creative… how does that change the creative
industries?