NBC Olympics: Lifecycle Programming with Email, Social, and Mobile
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NBC Olympics: Lifecycle Programming with Email, Social, and Mobile

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Hayle Chun, director of digital media for NBC Sports & Olympics delivered this presentation at the 2010 Email Insider Summit in Captiva. Chun discussed how and why NBC Olympics applied......

Hayle Chun, director of digital media for NBC Sports & Olympics delivered this presentation at the 2010 Email Insider Summit in Captiva. Chun discussed how and why NBC Olympics applied tri-messaging to reach and engage users leading up to, during and following the 2010 Vancouver Olympic Winter Games.

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  • 1. NBC OLYMPICS Lifecycle Programming with Email, Social, and Mobile April 20, 2010
  • 2.
    • Overview of NBC Olympics
    • Goals of our Email, Mobile, & Social Programs
    • Campaign Tactics
    • Some Takeaways & Lessons Learned
    AGENDA
  • 3.
    • Up-to-the minute stories, columns, blogs & vlogs
    • Instant results and medal tracker
    • Dedicated fronts for 15 sports
    • Dynamic photo slideshows & postcards
    • In-depth athlete and country profiles
    • Detailed and customizable schedules
    • The exclusive online destination in the U.S. for all in-venue video for the Vancouver Games, including:
      • Over 400 hours of LIVE streaming
      • Rewinds & Encores - Replays of web-exclusive events and all TV broadcasts
      • Extensive on-Demand highlight packages
      • Interviews, features and daily segments
    NBCOLYMPICS.COM OVERVIEW 24/7 COVERAGE OF THE GAMES THE MOST CONTENT FOUND ANYWHERE, FROM THE #1 OLYMPIC AUTHORITY - DELIVERED IN REAL TIME
  • 4. BEYOND THE WEBSITE NBC Olympics extended digital coverage to the following platforms. EMAIL MOBILE SOCIAL
  • 5.
    • Initial Thinking:
    • Email and Other Messaging
    • = Informational & sponsored content (NOT Marketing)
    WHY US? WHAT CAN NBC OLYMPICS CONTRIBUTE TO A MEETING ON “THE STATE OF THE INDUSTRY OF EMAIL MARKETING”? Revised Thinking: Email and Other Messaging = Service for Users (i.e., providing NBC Olympics news info) + Creating an Ongoing Dialogue with those Users (i.e. marketing the consumption of more NBC Olympics content – and to cultivate engaged, repeat users)
  • 6. OUR CAMPAIGN GOALS
    • Inform & engage our audience
    • Increase their overall consumption of content
    • Monetize those messages for our advertisers
    NBC Olympics used Email, Mobile & Social messaging to:
  • 7. THE LIFECYCLE OF OLYMPIC FANS THE CHALLENGE: Creating an ongoing dialogue with our audience when the Olympic Games are 17 DAYS, EVERY 2 YEARS
    • THE OPPORTUNITY: Using Email, Mobile, & Social to
      • Activate Olympic fans prior to the Games
      • Increase consumption of NBC Olympics content during the Games
      • Generate higher overall engagement with NBC Olympics
  • 8. EMAIL TACTICS: PRE / IN / POST GAMES Between Games: 1 year out & 100 days out
    • Generate Awareness
    • NBCOlympics.com site launch promos
    • Olympic Trials results
    • Featured athletes
    Pre-Games: 2 weeks out
    • Educate the Audience
    • Event previews
    • Introductions to Team USA
    • “ Curling 101” info
    In-Games: Feb 12-28
    • Increase Usage
    • Event reminders
    • Medal results
    • Post-event news, videos & photos
    Post-Games
    • Maintain Relationship
    • Post-Games videos & recaps
    • Drive users to UniversalSports.com
  • 9. EMAIL TACTICS: IN-GAMES
    • Morning of: Generate interest
    • 30 Minutes Prior: Drive “tune-in”
    • In/Post-Event: Inform users
    • Next Day: Provide recaps & analysis
    THE LIFECYCLE OF AN EVENT Men’s Ice Hockey Gold Medal Game: USA - Canada
  • 10. EMAIL TACTICS: MORNING OF
    • Event Previews
      • News
      • Video
      • Photo
  • 11. EMAIL TACTICS: 30 MINUTES PRIOR
    • “ Tune-in” Messages
      • Event Reminders
      • TV Reminders
      • Online Reminders
  • 12. EMAIL TACTICS: IN/POST-EVENT
    • Informational Alerts
      • Event Updates
      • Medal Alerts
      • Athlete Results
      • Breaking News
  • 13. EMAIL TACTICS: NEXT DAY
    • Recap Alerts
      • Video Highlights & Replay Alerts
      • Game Analysis
      • Photo Alerts
  • 14. MOBILE TACTICS
    • Mobile web site
    • Mobile applications
    • Text alerts
    • Mobile video
    • Mobile TV channel
  • 15. MOBILE TACTICS: ALERT MESSAGING NBC Olympics followed the same lifecycle approach to mobile messaging as we did to email messaging
  • 16. SOCIAL TACTICS
    • Olympic Pulse Twitter integration
    • NBCOlympics official Twitter feed
    • “ Twitter Tracker”
    • Facebook fan page
    • Share via Facebook/Twitter
    The IOC declared the Vancouver Games the “first social media Olympics”
  • 17. SOCIAL TACTICS: Olympic Pulse Centralized destination for athlete tweets on NBCOlympics.com
  • 18. SOCIAL TACTICS: Olympic Twitter feed
    • Messaging to promote NBC Olympics coverage
    • Engage users to create relationship with “NBC Olympics” brand
  • 19. SOCIAL TACTICS: Twitter Tracker Integration of Twitter content into NBCOlympics.com
  • 20. SO… What did we learn?
  • 21. EMAIL IS STILL POWERFUL & GROWING… +114%
  • 22. … BUT MOBILE HAS CLOSED THE GAP Email 63% Mobile 37% Mobile 49% Email 51% % of Total Messages Sent
  • 23. MOBILE DOES NOT EQUAL “ON THE GO”
    • 65% of mobile users say they typically visit from home
    • 49% of mobile users had used mobile while simultaneously watching TV coverage
    • Top reasons for mobile usage are computer substitutions: checking something while watching TV (39%), easier than a computer (44%), or for quick updates (69%)
    Email 63% Friday, Feb 25th
  • 24. SOCIAL MEDIA IS SMALL BUT INFLUENTIAL Only 4% of Visitors to NBCOlympics.com also followed the Games on Twitter, but they were the most engaged and connected fans
    • Twitter users were more likely to:
    • Watch the Olympics “every chance I get”
    • Be male
    • Visit NBCOlympics.com more often
    • Use multiple websites for Olympics info
    • Utilize site features, including video
    • Watch live video
    • Be influencers:
      • Have most influence on purchase decisions in their homes
      • Make recommendations to friends and family about websites
      • Asked advice by friends and family before making purchases
    • Own technology: smartphones, DVRs and HDTVs
  • 25. THANK YOU Questions? Hayle Chun Director, Digital Media, NBC Sports & Olympics [email_address]