Jonnie Peacock – one of the stars of London 2012 and the “twittersphere” with 50,000 followers
Sophie Christiansen, TeamGB’s triple gold medallist of the London 2012 Paralympics
Paralympic gold medallist Sarah Storey has more than 20,000 followers on Twitter
are constantly evolving. For example, at the Games in Beijing in 2008, Facebook and Twitter were not widely used as a primary news source and they were not part of our Games-time communications strategy. The importance of social media in London highlighted the extreme dif- ficulty in predicting how people will be producing and consuming media in four years’ time. Through its pitch, Purple demonstrated that it has the capabil- ity to help us navigate the changing landscape to best engage with our sup- porters and stakeholders, while building in the flexibility needed for such an am- bitious four year project.” Purple has been tasked with pro- viding the strategic planning that will
Issue 2 2013 © cybertrek 2013
enhance the development of the BPA’s online channels and key digital assets to continue to maximise the profile of Paralympic sport over the next cycle. The BPA’s ambition is to maintain its
position as a leading Paralympic nation by adopting the latest and most relevant technologies to its audience. This in- cludes addressing website development in line with responsive technologies, looking into newly-developed or de- veloping platforms and advising on the future digital landscape. Mark Wynn, digital director at Pur-
ple, says: “The Paralympic brand and movement is highly inclusive, attract- ing a diverse base of fans, supporters and participants. Our task is to bring
the Paralympic brand to life in the digital arena, using the latest technolo- gies and platforms to: create a “buzz” around the Paralympic brand, cre- ate ways for people to contribute and share, grow the audience and increase their involvement.”
KEEPING A WATCH The BPA faces a challenge in its plan- ning, as it operates in four year cycles between Games. The ‘best prepared’ philosophy which underpins the team’s preparations for the Games will be a cornerstone in the partnership between the BPA and Purple. The integrated digital strategy that will be put in place will not only be used to communicate
Read Sports Management online
sportsmanagement.co.uk/digital 31
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