Jesse Redniss - Creating Long-Term Community Loyalty
 

Jesse Redniss - Creating Long-Term Community Loyalty

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NBC/Universal was an early gamification pioneer, using the techniques to drive unprecedented engagement with fans across a wide range of properties and brands. Now, after several years of implementing ...

NBC/Universal was an early gamification pioneer, using the techniques to drive unprecedented engagement with fans across a wide range of properties and brands. Now, after several years of implementing these techniques, the company's USA Network continues to set the standard for major media brands. In this energizing talk, NBC/Universal SVP Jesse Redniss shares the insights, challenges and keys to success for their blockbuster fan engagement programs.

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  • As you’ve seen, show’s like Suits, Covert Affairs, White Collar and more have been poised for digital extensions and multi-platform content experiences. USA Network series teams use digital as much more than a location for fans to congregate, but as a location to tell additional stories and to dive more fully into the characters, their backstories and other plot lines that the one-hour broadcast doesn’t allow.
  • With each USA digital audience member averaging 4+ social media handles, they increase conversations around our shows before, during and after the broadcast. Via Twitter and Facebook, USA fans follow brands 3x more than the cable average, placing them in the forefront of Peer Influence as members of the Mass Connector social demographic. Definition: Mass Connectors: Are 6.2% of 176M online adults, creating 80% of the 256 billion influence impressions. The Mass Connector creates a great number of impressions about brands and services in social networks (Twitter/Facebook/Foursquare/GetGlue).
  • With each USA digital audience member averaging 4+ social media handles, they increase conversations around our shows before, during and after the broadcast. Via Twitter and Facebook, USA fans follow brands 3x more than the cable average, placing them in the forefront of Peer Influence as members of the Mass Connector social demographic. Definition: Mass Connectors: Are 6.2% of 176M online adults, creating 80% of the 256 billion influence impressions. The Mass Connector creates a great number of impressions about brands and services in social networks (Twitter/Facebook/Foursquare/GetGlue).
  • USA Network and Lexus partnered to bring the premiere of the highly-anticipated sophomore season of USA’s hit original series Suits, coupled with a five-week social game and Transmedia story. The result fostered increased fan-engagement with the Lexus brand and a true connection between fans and the show’s characters.
  • It’s never brought to you by…it’s created with, our approach to developing digital show extensions that are harmonious with your brand and the key messaging of creative concepts.  USA Network Digital enjoyed our biggest year ever with an increase in page views of nearly 40% on our main core site property and increases of +328% in application page views, led by the USA Anywhere App re-launch and the Burn Notice Graphic Novel. We have proven that 1 + 1 equals 3 as USA Network was also #1 in on-air commercial delivery and recall. Ads seen on both on-air an online on USA earns significantly higher brand recall, message recall and likeability than ads seen on-air only.65% in Brand Recall79% in Message RecallAnd 100% in likeability Through a perfect mix of multi-platform content experiences we closed 2012 with record-breaking success.

Jesse Redniss - Creating Long-Term Community Loyalty Jesse Redniss - Creating Long-Term Community Loyalty Presentation Transcript

  • GSUMMIT | April 2013
  • Television Entertainment has changedTele-Vision: One way window into another worldTell-A-Vision: Social comes of age and people SHARECreate-A-Vision: UGC is front and centerCo-Create-A-Vision: CREATED WITH APPROACH
  • With a hand-crafted approach, our mostseasoned executive producers discussthe importance of multiplatform contentexperiences and the role that they playin fostering, shaping and maintaining ashow’s following.Our "Created With" ApproachA Word from our Award-Winning ProducersAARON KORSCH,DAVID BARTISSUITSJEFF EASTINGRACELANDMATT CORMAN, CHRISORD, DAVID BARTISCOVERT AFFAIRSJEFF EASTINWHITE COLLARCHAPTER II: THE BEST OF 2011 – 2012 View slide
  • RETURN View slide
  • USANetwork.com visitors are more likely than theaverage online audience to engage in social mediaUSA’s Viewers AreMaking Mass ConnectionsTHEY HAVE 4 OR MORE SOCIALNETWORK PROFILES:223INDEXTHEY’VE BECOME AFAN/FOLLOWER OF A:CELEBRITYBRAND% COMP INDEX16% 19131% 186Source: @Plan Q2 2012
  • USANetwork.com visitors are more likely than theaverage online audience to engage in social mediaUSA’s Social Networkers AreMaking Mass ConnectionsTHEY ARE SOCIALLY ENGAGEDPUBLISH BLOG ONBLOGGING SITEMADE ACOMMENT/POST ONFORUMS/GROUPS/MESSAGE BOARDVISIT A BLOGOTHER THANYOURSPOSTLINKS/ARTICLES/VIDEOS/WEBSITESREAD/VIEWEDSOCIALNETWORKINGSITES249 249199 180130Source: @Plan Q2 2012
  • USA Network inspires more fans and followers than the competition, with over17 million Facebook fans and Twitter followers to the official show pages and handlesUSA Draws Fans & FollowersTWITTER FOLLOWERS 581,266FACEBOOK FANS 1.2MUSANETWORK.COM & MOBILE 3.5MUSA NETWORK ON-AIR 36,373,000SOCIAL MEDIA MENTIONS 5MSource: Omniture 1/1/12-11/30/12; Facebook Fans and Twitter Followers as of 12/3/12; Nielsen, 1/1-11/18/12, reach based on P2+, all episodes, 6 minute qualifier, L7 data, Trendrr for social media mentionsRETURN
  • USA Network and Lexus partnered to bring the premiere of the sophomoreseason of USA’s hit original series Suits, and a five-week transmediaexperience, Suits Recruits to our loyal fans.USA Anywhere AppSuits RecruitsTransmedia ExperienceRETURN
  • THE SUMMER OF SUCCESSSUITSTRANSMEDIA EXPERIENCEWHITE COLLARSOCIAL GAME & SWEEPSTAKESPSYCHTRANSMEDIA EXPERIENCECOVERT AFFAIRSBRANCHING NARRATIVE
  • RETURN