Lessons from Saturday Night Live's Digital Word of Mouth Strategies

Lessons from Saturday Night Live’s Digital Word of Mouth Strategies Matt Allen Sarah Hofstetter NBC.com 360i Twitter: @mattla31 Twitter: @Pezmeister1

The plan for today • Social media & digital word of mouth education • Saturday Night Live case study • Best practices so you can do it too! www.360i.com Proprietary & Confidential 2

360i: Social media advisors to leading brands CONSUMER PACKAGED GOODS RETAIL & E-COMMERCE MEDIA & ENTERTAINMENT TRAVEL www.360i.com Proprietary & Confidential 3

Holistic social media practice Listen & analyze conversations Report & Educate you & optimize your team Execute with Devise SM best strategies practices Build platforms www.360i.com Proprietary & Confidential 4

Conversations in social media are… Disorganized Vibrant Energetic Insightful Monetizable www.360i.com Proprietary & Confidential 5

Social marketing strategy must revolve around consumer behavior Internet As Focus Group Customized Experiences Old Playbooks Obsolete Strategy & execution require uncommon integration www.360i.com Proprietary & Confidential 6

Winning over even just one customer can have a huge ripple effect in social media www.360i.com Proprietary & Confidential 7

The Importance of word of mouth, and blogs as pivotal online influencers 67% Of consumer purchase decisions are primarily influenced by word of mouth 68% Of blog readers visit their most trusted blogs daily 300% Growth in monthly blog readership in the past four years 56% Of social media users feel a stronger connection with companies when they can interact with them in a social media environment Sources: McKinsey, AdAge, Jupiter Research and Cone, eMarketer www.360i.com Proprietary & Confidential 8

Don’t fall into this trap! www.360i.com Proprietary & Confidential 9

…or this one Bright Shiny Object Syndrome BSO Approach Strategic Approach Set benchmarks Listen for success Evaluate Strategize Measure & Participate Optimize Results: Results: • Something to • Engage target audience show the boss • Achieve KPIs www.360i.com Proprietary & Confidential 10

If we want to succeed in social media, then we need to… Measure Be Present Listen Up Participate & Optimize www.360i.com Proprietary & Confidential 11

Case Study: Saturday Night Live Digital Word of Mouth (DWOMSM) 12

NBC Digital Entertainment │Who We Are Online & Mobile Destination for NBC Programming Home of super-fan communities including Heroes, Dunder-Mifflin Infinity (the Office), Biggest Loser and more… The promotional arm for the TV Network QUALITY ENGAGEMENT INNOVATION − Winner of Four Webby − NBC.com has the highest − NBC’s online video player Awards & Twenty market-share of visits of offered the FIRST full- Commendations all network broadcast episode streaming with sites. closed-captioned and − Two-Time Emmy Award will be the FIRST to offer − NBC.com has the highest Winner, with Eight user viewing parties as Nominations time spent/user part of the streaming experience − Led all networks with Six − MyNBC: A thriving social Wins and Eleven network for the NBC − NBC is the first network Nominations for the super-fan with more than to offer high-quality, inaugural TV Guide 450,000 active members downloadable video of Online Video Awards your favorite TV shows www.360i.com Proprietary & Confidential 13

Audience Development │ Tactics NBC On-Air Digital Toss: • TRADITIONAL PLATFORMS • On-Air: • Digital promos • In-show integrations Publicity: • Digital tosses • Snipes • Print & Radio • Publicity • Out of Home (NBC Everywhere) • NBCU Cross-Promotional Support • DIGITAL PLATFORMS Print: • Mobile • Online • Promotion & Partnerships • Media • Search • Digital PR, Syndication, Widgets www.360i.com Proprietary & Confidential 14

Widgets │ Types We Use • SINGLE-CLIP VIDEO WIDGET MULTI-CLIP WIDGET CONTENT WIDGETS (Embeddable Video Player) www.360i.com Proprietary & Confidential 15

Widgets │ Deployment Strategy • NBC.com • Digital Media • NBC Publicity • Distribution via 360i • Viral Propagation • Facebook Applications www.360i.com Proprietary & Confidential 16

Audience Development │ Measuring Success Viral syndication drives site traffic Blogs MySpace Embedded links Message Boards Other Websites www.360i.com Proprietary & Confidential 17

When looking at social marketing, there are so many platforms; but so little time…. www.360i.com Proprietary & Confidential 18

Let’s evaluate social marketing through a strategic lens SOCIAL MARKETING STRATEGIC LENS Does it leverage our social media arsenal? Does it follows Does it meet our social media best objectives? practices? Does it provides value to the consumer? www.360i.com Proprietary & Confidential 19

What are our objectives? Preferred Site Traffic Advocacy Player Objectives Arsenal Rules Value www.360i.com Proprietary & Confidential 20

NBC’s incredible social media arsenal ssets rand itizens Objectives Arsenal Rules Value www.360i.com Proprietary & Confidential 21

Rules of the social media road Listen to Understand & Empower your When using the audience & acclimate to fans to express brand voice, be cultivate each of your their opinions consistent relationships environments about your brand Make as much of Recognize you’re Always be your content in an always-on authentic & portable & environment transparent sharable Objectives Arsenal Rules Value www.360i.com Proprietary & Confidential 22

Ensure effective value exchange Conversation Access Utility Entertainment Social currency Objectives Arsenal Rules Value www.360i.com Proprietary & Confidential 23

SNL Video Case Study www.360i.com Proprietary & Confidential 24

Strategy Overview Find Engage Nurture/Fuel Synchronize www.360i.com Proprietary & Confidential 25

Personalized outreach & strong relationships result in high visibility coverage www.360i.com Proprietary & Confidential 26

Rapid, relevant outreach delivers coverage every Sunday morning March 8 April 4 Dwayne “The Rock” Johnson Jan. 10 Feb. 7 Seth Rogen Neil Patrick Harris Bradley Cooper 6/1 6/15 6/29 7/13 7/27 8/10 Feb. 14 March 15 Jan. 31 Alec Balwdin Tracy Morgan May 9 Steve Martin Justin Timberlake www.360i.com Proprietary & Confidential 27

DWOM drove 77% interactions and 63% daily uniques of NBC video player for SNL www.360i.com Proprietary & Confidential 28

Popularity in social media dominates PageShare on Google as well Apr ’08 After SEO + DWOM Oct ’06 After SEO Aug ’06 Pre-SEO NBC.com did not rank in the first natural search page Blog Posts Linking back to NBC.com www.360i.com Proprietary & Confidential 29

Did this program measure up against the strategic lens? Does it leverage our social media arsenal? Does it follows Does it meet our social media best objectives? practices? Does it provides value to the consumer? www.360i.com Proprietary & Confidential 30

Can DWOMSM work for you? Some best practices: • Always be transparent • Customers don’t want transparency; they demand it. And it’s good for your brand, too • Never spam • Don’t post comments on blogs, seeds message boards or forums, or blasts press releases • Authenticity is key • Authenticity lets you take advantage of your brand strength and commitment to listening to your customers • Don’t incentivize online influencers through payment or pressures them to write positive posts • Give them something to talk about • Figure out what will resonate best with online influencers – and their readers • If no assets exist – create them! www.360i.com Proprietary & Confidential 31

Guidelines of social marketing best practices • Establish your goals up front • Listen to your audience • Lay out your social marketing footprint • Populate, converse, engage and share • Adapt the execution to the platform • Measure! www.360i.com Proprietary & Confidential 32

Thank you! Matt Allen Sarah Hofstetter Senior Exec Director of Marketing VP, Emerging Media & Client Strategy NBC.com 360i matt.allen@nbcuni.com sarah@360i.com www.nbc.com blog.360i.com Twitter: @mattla31 Twitter: @Pezmeister www.360i.com Proprietary & Confidential 33

Lessons from Saturday Night Live's Digital Word of Mouth Strategies

by 360i on May 13, 2009

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