About Social Media Today
In a keynote speech on digital media at the International Olympic Committee's Congress, Martin Sorrell (CEO of London-based agency WPP Group) urged the IOC to embrace younger generations and "learn from the likes of YouTube or risk losing young viewers for life."
Among his other recommendations:
- You have to let users users play—with your content, your assets—in their own way.
- Sorrell advised global sports leaders to release their grip on exclusive broadcast rights and hand them over to a new generation of technology-savvy fans.
- 1.4 billion people had Internet access and four billion used mobile phones, but people with mobile wireless devices were “no longer satisfied” with just consuming content created by television networks.
- Youth want to make their own images and communicate through social networking sites.
- Give content to youth in formats they want—short and fast, customizable and easy to share. Don't deny it or file it in the ‘too difficult' folder.
- Users of NBCOlympics.com watched 70 million video streams compared to 9.1 million for the 2006 Turin Winter Olympics.
- We must ensure the iPod, iPhone generation is tuning in, not tuning out.
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