:00:03. > :00:07.spectacular summer may soon be over. -- a change is in the air.
:00:07. > :00:17.Now on BBC News it is time for Clique.
:00:17. > :00:36.
:00:36. > :00:40.This week, we are racing to see what is happening online during the
:00:40. > :00:45.most social Olympic Games of all time. Which companies are making
:00:45. > :00:49.their presence known on social media? Is it worth the effort? And,
:00:49. > :00:56.A Room With A View, but will this and is based in Berlin fostered the
:00:56. > :01:03.next successful start-up? We will run rings around the Olympic sites
:01:03. > :01:07.for you in Webscape. Welcome.
:01:07. > :01:12.Unless you have been living in space, you will probably know there
:01:12. > :01:16.is a little sporting event starting in London next week. As well as
:01:16. > :01:21.hopefully a world record or two the 2012 Olympic Games are set to
:01:21. > :01:26.feature quite a few firsts, 3D, super high vision, and since
:01:26. > :01:30.Twitter hit critical mass around three years ago, hash tax. How will
:01:30. > :01:38.our compulsive sharing shaped the game's? We explore what happens
:01:38. > :01:43.when you mix big events with shows at -- with social media. Roll-up,
:01:43. > :01:48.Cashin, the 2012 Olympics are in town. Fun for all to be had,
:01:48. > :01:51.spectators, competitors and not least, the big brands. Who this
:01:51. > :01:57.time around are intent on luring us into their money-spinning merry-go-
:01:57. > :02:01.round. Of course, this year's Olympics and paramedics are set to
:02:01. > :02:05.be one of the most talked about the events on the planet, and in less
:02:05. > :02:09.than one week one-seventh of the world's population will tune in to
:02:09. > :02:16.see who crosses the finish line first. Technically speaking it was
:02:16. > :02:19.us three years ago. That is the finish line right there. Now, much
:02:19. > :02:23.of the �2 billion London 2012 will cost will come from advertising in
:02:23. > :02:26.the form of partnership and sponsorship. There is an array of
:02:26. > :02:32.different partners. You have Beattie, providing the network.
:02:32. > :02:37.Cisco are putting the network equipment in. Eight tossed to the
:02:37. > :02:42.integration. And make you do the results and scoring systems.
:02:42. > :02:47.Airwave provide a remote mobiles Easts service. Samsung the
:02:47. > :02:52.televisions. The past athletes would wear sponsored close or
:02:52. > :02:56.Branson who pay to have the Olympic logo on their products.
:02:56. > :03:01.But with the rise of social media, advertisers are moving away from
:03:01. > :03:04.traditional methods of broadcasting messages to a passive audience.
:03:04. > :03:11.Nowadays we are expected to engage with the product in ever more
:03:11. > :03:16.creative ways. Take Samsung, one of this year's top here sponsors. It
:03:16. > :03:21.has released a free application headed by David Beckham. The idea
:03:21. > :03:25.is for every mile you cycle, walk or run, Samsung will also donate �1
:03:25. > :03:30.to charity up until the end of the Olympic Games. There are raised
:03:30. > :03:36.over �150,000 so far. You have to let them have your location and
:03:36. > :03:42.your -- and have you GPS on. And the capital's very own wheel is
:03:42. > :03:47.harnessing the power of social media. EDF Energy's London I will
:03:47. > :03:51.use 640 likes to translate positive and negative Twitter mentions into
:03:51. > :03:58.art. Facebook has become over eight times bigger since the last
:03:58. > :04:01.Olympics. They have lodged explore 2012, a Facebook wall of fame,
:04:01. > :04:08.where fans can communicate with their favourite at 8, or engage
:04:08. > :04:12.with a sport, not just during the Olympics, but after. It becomes
:04:12. > :04:15.their communication platform. It is how they share their training
:04:15. > :04:19.regimen. They share photos with their families and friends. What is
:04:19. > :04:24.happening in their lives. Connecting during the Olympics is
:04:24. > :04:28.really important because the legacy lives on after the Olympics.
:04:28. > :04:33.hang on. Doesn't this at extra pressure to be sporting legend? We
:04:33. > :04:37.don't expect them to talk. We expect them to win. Boris Becker,
:04:37. > :04:43.one-time Olympian and full-time social media mogul, reckons it is
:04:43. > :04:47.great to be one click away from your adoring public. What you hear
:04:47. > :04:51.from personal friends is usually boring. It is never the truth. They
:04:51. > :04:57.have to speak. I am the same. Everybody says the same thing. But
:04:57. > :05:01.when you are in the middle of a conversation with your fans, you
:05:01. > :05:05.have to be honest about it, otherwise they go away. It is an
:05:05. > :05:10.athlete and honest and direct access to the world. -- it gives.
:05:10. > :05:14.That is very sexy. Sexy it may be by some athletes might not quite
:05:14. > :05:18.have the social graces of social media down yet. For example this
:05:18. > :05:22.Australian swimmer posted a picture of insults and a team-mate with
:05:22. > :05:27.guns on Facebook. The Australian Olympic Committee promptly told
:05:27. > :05:32.them to remove it. But even if you're afraid to put that -- do
:05:32. > :05:40.behave, can brands using social media really take gold with their
:05:40. > :05:44.extravagant campaigns? Surely it is all a bit of a gamble. In terms of
:05:44. > :05:48.demonstrating return on marketing investment in social media, Twitter
:05:48. > :05:52.campaigns, Facebook pages, it is more difficult to establish that
:05:52. > :05:55.return of Investment for companies at the moment. The companies that
:05:55. > :05:59.have a reasonably obvious fit to the Olympics will tend to be the
:05:59. > :06:03.ones that benefit the most. The ones that have a less obvious fit
:06:03. > :06:07.in the minds of the public, those are the ones that will have to work
:06:07. > :06:10.harder to get people talking about them with in social media. And with
:06:10. > :06:16.hundreds of thousands of visitors expected in London for the Olympics
:06:16. > :06:20.that is a lot of talking and a lot of trending. We have to understand
:06:21. > :06:27.how people are communicate and the impact. When we have a story, when
:06:27. > :06:31.something happens, the way the tone of the story, the pace of, the
:06:31. > :06:35.direction of the story, gets said in social media. We have to
:06:35. > :06:40.understand how that's all operating for us to be able to respond to the
:06:40. > :06:45.rhythm of the story as it develops. And that is the real white-knuckle
:06:45. > :06:55.ride for everyone's Games campaigns. Companies can no longer fully
:06:55. > :06:56.
:06:56. > :07:00.control their brand's message, because we can't help joining in.
:07:00. > :07:04.Now look at this week's technology news. Skype has been busy rolling
:07:04. > :07:07.out a fix for a bug this week after users complained their instant
:07:08. > :07:12.messages ended up being sent to the wrong recipients. Skype said the
:07:12. > :07:16.problem only affected a small number of users, though with over
:07:16. > :07:19.500 million registered that could amount to being quite a few. I
:07:19. > :07:23.guess it is lucky people don't use instant message for anything
:07:24. > :07:28.private, right? Skype is going to be integrated into outlook for the
:07:28. > :07:32.latest version of Microsoft Office. The 23rd teen version of the
:07:32. > :07:38.productivity suite has been redesigned and is more mobile and
:07:38. > :07:42.touch-friendly. But it only works on Windows seven and Windows 8. A
:07:42. > :07:46.cut down free version is also available designed to compete with
:07:46. > :07:53.Google apps. Yahoo's search for a new executive is over. Marisa
:07:53. > :07:57.Paredes here is that 37-year-old who worked her way before being
:07:57. > :08:02.poached in the latest of the CEOs appointed to try to reverse the
:08:02. > :08:06.company's ailing fortunes. And Google's latest maps excursion has
:08:06. > :08:11.taken into the Antarctic. Images of the huts used by Sir Ernest
:08:11. > :08:15.Shackleton and Robin falcons got have been posted online. The cabins
:08:15. > :08:22.were built last century and used as bases for their attempts to reach
:08:22. > :08:27.the south pole. Every city wants one, but few can
:08:27. > :08:33.manage it. A thriving start up seen in a sparkling new technology hub.
:08:33. > :08:37.But as we saw in London last week the conditions for a dynamic start
:08:37. > :08:43.obscene are difficult and expensive to create. Unless, that is, you are
:08:43. > :08:48.Berlin. We sent our correspondent to the Pervin capital to witness
:08:48. > :08:56.the accidental birth of the start- up. Vacant, large industrial space
:08:56. > :09:01.in Berlin. It is a cool CD. easiest way to put it, it is a
:09:01. > :09:07.start up itself. Spacious interiors with views of the former Berlin
:09:07. > :09:12.Wall. People I meet described Berlin as New York City in the
:09:13. > :09:18.1980s. The potential for the Berlin is huge. Ideal to house the
:09:18. > :09:23.burgeoning start-up sector. Somewhere more affordable, but more
:09:23. > :09:28.in Bodmin, great atmosphere and great energy, and young talent.
:09:28. > :09:33.People willing to do interesting things. In Europe, that is Berlin.
:09:33. > :09:37.This is what happens when this much optimism and enthusiasm is turned
:09:37. > :09:42.into square metres. The factory is planned to be Berlin's start-up
:09:42. > :09:46.Central, housing the city's technology hub. We are hoping to
:09:46. > :09:51.bring together companies in different stages. Even though
:09:51. > :09:55.working remotely has become common and fashionable, I still think that
:09:56. > :10:03.working together in one place and having attacked during lunch over
:10:03. > :10:07.the latest development really helps developing products. So is the
:10:07. > :10:11.optimism justified? Berlin already has a number of success stories,
:10:11. > :10:17.including the audio sharing site sound cloud, which aims to move
:10:18. > :10:25.into the factory itself. It has cheap real estate, thriving
:10:25. > :10:29.alternative scene, great for people who want to start something new.
:10:29. > :10:32.Berlin is the place to be. It connects and marries the arts with
:10:32. > :10:40.technology. In terms of sound creation it has become so much
:10:40. > :10:43.easier for people to do. Bans and people recording, doing pop cast,
:10:44. > :10:47.technology has enabled them to remove the barriers are starting to
:10:47. > :10:51.create something. The notional starting something and really
:10:51. > :10:55.quickly getting ratification for what you do by sharing it,
:10:55. > :11:01.receiving feedback, is very much a replica of what you find in Berlin
:11:02. > :11:07.as a city. Sheringham getting feedback is why many technology
:11:07. > :11:13.wannabes come here, to meet and work. What is nigh as about the
:11:13. > :11:21.start-up seen here is that he's had taken root. -- what is nice. Others
:11:21. > :11:28.are starting. They do house is a place where they come to share
:11:28. > :11:35.ideas. The coffee is not too bad either. It started in early 2009,
:11:35. > :11:40.providing her working office space. Now there he in Cologne, and soon
:11:40. > :11:46.Sophie and Barcelona. We are focusing a lot on start-ups, trying
:11:46. > :11:51.to connect them with the right developer and investor, the right
:11:51. > :11:58.coach and mentor. It is not hard to get in touch with the big guys will
:11:58. > :12:03.stop you meet them at the bar, and at least for me, it is very open.
:12:03. > :12:07.Which is why everyone has their SPL at the ready. You never know when
:12:07. > :12:13.you might get a chance to make a pitch. Like Justine, with a new
:12:13. > :12:19.style of online recruitment. helps people and companies find
:12:19. > :12:22.cultural fit. We are an early stage start-up trying to solve the
:12:22. > :12:25.problem of finding work you enjoy. It is not just about a pay cheque.
:12:25. > :12:35.It is about feeling like you can make a contribution and do
:12:35. > :12:40.This looks like how people work. Listening to Justin, himself from
:12:40. > :12:48.Australia, and his talk of cultural fits, it is obvious Berlin has
:12:48. > :12:55.become a cultural fit for many. It is the most international of cities.
:12:55. > :12:59.Just take a look at the team from another Berlin start-up, Readmill.
:12:59. > :13:03.We are eight people in our team right now and we have five
:13:03. > :13:10.different, this would have never been possible to create in
:13:10. > :13:16.Stockholm, where I am from. Readmill is all about unravelling
:13:16. > :13:20.what is between the covers of books. It means sharing highlights from
:13:20. > :13:26.passages from books you are reading with friends. When you find a
:13:26. > :13:32.passage that you really like, you highlight it very simply, you can
:13:32. > :13:36.add a comment to that, and you click OK and you're done. Berlin
:13:36. > :13:43.sounds like start-up heaven, but does its investment climate measure
:13:43. > :13:48.up? UPcload has devised a system that they believe will increase
:13:48. > :13:56.online clothes sales by accurately measuring body shapes. They got
:13:56. > :14:04.their initial funding from the German state. We are having fun,
:14:04. > :14:08.but everyone is looking for a return investment. Once the
:14:08. > :14:12.economics has proven itself, the investment will start coming.
:14:12. > :14:18.the moment it is budding, it is not quite where it should be, but in
:14:18. > :14:21.another year people from the valley are curious, so my job in a PR
:14:21. > :14:26.position is to attract these investors, get them curious and
:14:26. > :14:31.bring them over and get them acquainted with the right start ups.
:14:31. > :14:36.It has been said that Berlin is a city of frustrated possibilities.
:14:36. > :14:43.But with its vibrant start up seen, perhaps now there's good reason for
:14:43. > :14:48.optimism, perhaps maybe even 10,000 square metres worth.
:14:48. > :14:52.David Reid surveying the vibrant start-up seen in Berlin. We asked
:14:52. > :14:57.the question last week, is innovation in Europe any match for
:14:57. > :15:02.Silicon Valley? Or Asia? It is also a question Richard Taylor put
:15:02. > :15:06.recently to Europe's top policy- maker on all things technology,
:15:06. > :15:11.Commissioner nearly Kroes. When I think of innovation I think of
:15:11. > :15:15.Silicon Valley, Asia, Japan, Korea, China. I don't think of Europe.
:15:15. > :15:20.Well then I have to blame you. There's a lot of research and
:15:20. > :15:27.innovation here. There's excellent opportunities, but also examples in
:15:27. > :15:30.which we can prove that we are doing quite well. We are too modest.
:15:30. > :15:35.That's number one. We are not combining all those efforts. We
:15:35. > :15:40.should talk about the digital single market without boundaries
:15:41. > :15:45.and barriers, and there is quite a bit to do. Having said that, and I
:15:45. > :15:50.am sometimes talking with those big guys from the West, but also from
:15:50. > :15:55.Asia, from the People's Republic of China, and so on, and I'm asking
:15:55. > :16:02.that question. Are we are less intelligent? Are we less research
:16:02. > :16:06.orientated? Are we less in the mood for inventions? That's not true! It
:16:06. > :16:13.is absolutely fascinating what is at stake. But number one, you
:16:13. > :16:17.should make it more visible for everyone that is fascinating. Of
:16:17. > :16:22.course when we are talking about Silicon Valley, we should say that
:16:22. > :16:25.we should not want to copy Silicon Valley. We have our own identity,
:16:25. > :16:32.and it is a fascinating identity with fascinating research efforts
:16:32. > :16:39.and so on and so fourth. Then we should make a silicon Continent.
:16:39. > :16:44.But with our own stamp on it. what is Europe's strength?
:16:45. > :16:49.Nanoelectronics. Micro electronics. There are a lot of issues, very
:16:49. > :16:54.impressive in the health, we can prove that we are the leader in
:16:54. > :16:59.this. -- e-health. We should combine our efforts. It is not
:16:59. > :17:07.talking about 27 efforts in the European digital market, it is a
:17:07. > :17:15.combined effort. In my portfolio I have quite a bit of money for
:17:15. > :17:20.research and innovation connected with ICT and with those fields. So
:17:20. > :17:23.we should do far more than we are doing already. But at the end of
:17:23. > :17:28.the day, and that is also very important, if we're talking about
:17:28. > :17:33.the future economy, growth of the economy, creating jobs, it is not
:17:33. > :17:39.the government or a commission that is creating jobs, or is pushing the
:17:40. > :17:44.economy, it is the business world, it is the start-ups, it is SMEs,
:17:44. > :17:53.they are very important, and we should take the initiative more
:17:53. > :18:00.than we are doing at the moment to give them more they pushed.
:18:00. > :18:04.-- a push. You can see more of that interview at a website.
:18:04. > :18:08.Next week we are heading Stateside to look at how another way of
:18:08. > :18:12.funding start-ups is making its way across the waters to Europe.
:18:12. > :18:15.Earlier in the programme we looked at how big companies are taking
:18:15. > :18:20.advantage of the Web during the Olympics, now it's time to see how
:18:20. > :18:24.you can as well. Whether you're planning a trip to London or you
:18:24. > :18:31.want to follow the events from your armchair, there's an app or a
:18:31. > :18:34.website for that. Kate Rosol investigates in Webscape.
:18:34. > :18:38.The Olympic Games are also upon us and whether you're planning a trip
:18:38. > :18:48.to London or just want to follow the event from your armchair,
:18:48. > :18:52.
:18:52. > :18:56.It's more than a sporting event, it's a huge piece of history. You
:18:56. > :19:01.can brush up on your Olympic pop quiz knowledge at the National
:19:01. > :19:06.Archives online Olympics collection where they have made available
:19:06. > :19:09.hundreds of historic documents and images relating to the Games.
:19:09. > :19:13.Some of the documents are free to download, the others you will have
:19:13. > :19:17.to pay for if you want to keep. But if you want to sit at your desk and
:19:17. > :19:22.rifle through Olympic history you are free to explore the archives
:19:22. > :19:25.online. The timeline section has a nice walk through from the start of
:19:25. > :19:29.the Olympics to present day, giving background information on each
:19:29. > :19:33.event and highlighting key documents in the collection. With
:19:33. > :19:37.links to other national archive collections that at context to the
:19:37. > :19:47.global picture, I think this is a great sight for amateur historians
:19:47. > :19:50.
:19:51. > :19:55.to get completely lost inside the With so many people visiting the
:19:55. > :20:01.city, getting around could prove a challenge. Even if you live in
:20:01. > :20:08.London! Get ahead of the games .com -- getaheadofthegames.com. This
:20:09. > :20:12.offers news and advice. Including travel ticket advice and a
:20:12. > :20:16.Spectator's travel planner so you don't miss a moment of the action.
:20:16. > :20:20.1 billion people use the London Underground each year and that is
:20:20. > :20:25.even without the Olympic Games adding to the madness. Google Maps
:20:25. > :20:33.now give you real-time alerts using official data streams, but in the
:20:33. > :20:37.end you might find the best idea is to just get on your bike.
:20:37. > :20:42.Boris bikes as they are known after the colourful mayor who was in
:20:42. > :20:47.office to launch the scheme, can be hired by the hour, picked up and
:20:47. > :20:55.dropped off across the capital. If you decide to go green, while blue
:20:55. > :20:59.actually, you can find these apps most helpful. For iPhone, London
:20:59. > :21:04.Cycle, and Android, Cycle Hire Widget Lite. Both use official live
:21:04. > :21:09.data to reveal the closest available cycle, and have maps and
:21:09. > :21:14.cycle safety guides to help you along your way. Talking of getting
:21:14. > :21:17.around, a good location app can save a lot of stress. Visit
:21:17. > :21:20.Stratford is free on iPhone and Android and will tell you
:21:20. > :21:25.everything you need to know when visiting the Olympic Village area.
:21:25. > :21:30.It is constantly updated with images, news, restaurant reviews,
:21:30. > :21:34.events, live travel information, maps, shopping, audio tour guides,
:21:34. > :21:38.the list goes on and on. It is pretty much a must have if you're
:21:38. > :21:41.heading into Stratford. Not everyone can make it to London for
:21:41. > :21:46.the Games but don't worry, there are loads of other ways you can
:21:46. > :21:50.keep up with the action. Smartphone apps will be there of every flavour
:21:50. > :21:55.looking around, alive results, highlights, behind the scenes
:21:55. > :22:00.footage and more. The BBC has its own free app for Android and iPhone
:22:00. > :22:05.broadcasting video, in-depth data and social features. International
:22:05. > :22:09.features needn't feel left out as BBC Worldwide has launched a free
:22:09. > :22:14.and unpicks smartphone app. There's no streaming video but you get text
:22:14. > :22:18.commentary, including top stories based on your location. Another
:22:18. > :22:23.good example is the Eurosport at that runs on i O S and Android, but
:22:23. > :22:26.you will need the latest operating systems that have the ability to
:22:26. > :22:30.stream live video. It is free to download but you will need a
:22:30. > :22:37.monthly subscription if you want to keep watching live and European
:22:37. > :22:41.sports coverage from the Eurosport family of channels. If you are in
:22:41. > :22:44.the mood to be a bit more social with your sporting heroes, check
:22:44. > :22:48.out the official Olympic athletes Club for a quick and easy way to
:22:48. > :22:53.connect with your favourite athletes' social accounts and gain
:22:53. > :22:58.access to exclusive owners' material for your trouble.
:22:58. > :23:02.Kate Rosol there. All of those sites and apps are at our website.