[MUSIC] [BLANK_AUDIO] Hello, in this video, we will present which were the social media strategies put into practise during the London 2012 Olympics Games by the Organizing Committee of the London Olympic Games and the International Olympic Committee. London 2012 carried out a communication campaign on the internet focused on the official website that, according to Alex Balfour, head of New Media London 2012, sought to provide dynamism and live publication by being continuously updated and by launching two mobile applications fed by constantly updated information, which led more than 52% of the traffic to the official webpage of the Games. To achieve, this, the web acquired a type of social participation, for which it provided buttons to support and promote the event. At the same time, the official page generated a special feed so that the results could be directly transferred to the Facebook pages of the athletes, thereby using the synergies between the real protagonists of the event and the page of the Organizing Committee and strengthening the role of Facebook as a conductor of traffic towards the webpage. The presence of Twitter was divided across 46 account, the majority of which were dedicated to live sports commentaries, and also with the presence of mascots. The cross social media strategy combined the social networking sites with the highest number of subscribers with a Foursquare account and live blogs that allowed to discuss the backstage of the opening and closing ceremonies. Faced with a fermented strategy that did not adequately exploit the feedback from social media in 2010 Vancouver Games, the London Games represented a growth strategy in the number of social media in which they were present, and at the same time, a commitment to the concentration of contents through the creation of what is known as the Olympic Hub. As well as the Facebook and the Twitter account, the IOC, the International Olympic Committee, signed up to blogs, through an alliance with the microblogging platform and social networking website Tumblr, reach an agreement with Instagram for the social sharing of photographs, and with the location-based social networking website for mobile devices Foursquare. Its new alliance with the social networking website Google+ is also notable. In China, where the rest of the social networks in which OPC is present are not established for political and linguistic reasons, collaboration agreements were signed with the social networks of this country, Sina Weibo and Youku. [BLANK_AUDIO] Weeks prior to the Games, the International Olympic Committee created the Olympic Athletes' Hub, a platform that brought together the activity of the athletes scattered up to that point throughout Facebook and Twitter. The platform was connected to the rest of the institution's, presences, to the IOC website and that of the Organizing Committee of the London Games. The entire stream of publications from all the Olympic athletes who wanted to voluntarily sign up to the project was concentrated in the hub. To promote public engagement competitions were held and prizes were given. Another element included in the Olympic Athletes' Hub was inside the Olympic Village, through which live chat with the athletes was provided. The aim of the Olympic Athletes' Hub was that Olympic followers would see the different athletes' participation in Facebook and Twitter that was appearing in individual publication grouped together in one platform under the umbrella of the Olympic brand. The Olympic Athletes' Hub clearly reveals that the kings of tracking on social networks are the athletes. [BLANK_AUDIO] In turn, Facebook, Twitter, and Google+ launched similar platforms. In the case of Facebook, it launched Explore London 2012, a hub, uniting the athletes present on the platform and providing a view of all the updates of the athletes present on the social network as well as information about competitions, medals and photos of the history of the Olympic Games. [BLANK_AUDIO] The Twitter hub on the Games was the result of a collaboration with the channel broadcasting the Games exclusively for the North-American market, NBC Universal. This provided a space where the athletes' tweets were concentrated, along with participation by the public who were following the Olympic Games on television. This collaboration between the social networking websites and the television channels, which also spread to Facebook, aimed to play with the synergies between television and social networks within the current culture of multitasking, and to promote public participation by means of incorporating what is known as the Facebook Talk Meter into the screen of the television set in the rebroadcasting of NBC for the North-American audience. The wide variety new media channels, the consequent dispersion of messages and the resulting increase participation rendered the experience of hubs necessary. They followed two philosophies: to bring together what had been dispersed, make it the main subject and position it under the powerful brand of the Olympic Games. [BLANK_AUDIO]
