A sense of community has always been central to the success of the Olympic Games but now ubiquitous broadband, mobiles and social technology are adding a whole new dimension. Audiences are no longer just spectators, they are 'content creators'; with 7,196 tweets per second sent during the jaw-dropping climax of this year's Women's World Cup alone.

"The Olympics will do for digital media what the Queen's coronation did for TV"

From online coverage to results apps and venue guides, technology must be robust at a massive scale but also have room for a personal touch. This event looked at the challenge of using social technologies to scale, and explored how the Olympic partners are working alongside a new set of 'content creators' to best capture the London 2012 story.

The event featured presentations from Alex Balfour, Head of New Media, London 2012 (LOCOG), Lewis Wiltshire, Editor of the BBC Sport Website and Social Media lead for BBC Sport and Tom Uglow, Creative Director for Google & YouTube, Europe.