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 tri-messaging to reach and engage users leading up to, during and following the 2010 Vancouver Olympic Winter Games.

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

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