Inovação FIERGS Porto Alegre - Mark Hillary
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FIERGS: Indústria Creativa Mark Hillary Cobertura dos Jogos Olímpicos Pelas Midias Sociais Porto Alegre: 31/10/2012
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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 of Inovação FIERGS Porto Alegre - Mark Hillary
FIERGS: Indústria Creativa
Mark HillaryCobertura dos Jogos
Olímpicos Pelas Midias Sociais
Porto Alegre: 31/10/2012
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
London 2012
What was the impact of social media on the
Olympic games and what can we learn
from it?
?
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’
London 2012 : What was different?
• Infrastructure• Social media • No government controls• IOC Athlete’s hub
Let’s look at each of these…
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!
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
Twitter use during London 2012
Note: indicative based on selected key words – not absolute figuresSource: BBC
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
IOC Athlete’s Hub
hub.olympic.orgEvery athleteEvery teamEvery sportEvery disciplineOpen, free, available to all…
IOC Athlete’s Hub
462 Team GB athletes!
IOC Athlete’s Hub
162 Team Brazil athletes!
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
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
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
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?
