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


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360i's Sarah Hofstetter, Vice President of Emerging Media & Client Strategy, and NBC's Matt Allen, Senior Executive Director of Marketing, spoke at WOMM-U on May 13.

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

  1. 1. Lessons from Saturday Night Live’s Digital Word of Mouth Strategies Matt Allen Sarah Hofstetter 360i Twitter: @mattla31 Twitter: @Pezmeister1
  2. 2. The plan for today • Social media & digital word of mouth education • Saturday Night Live case study • Best practices so you can do it too! Proprietary & Confidential 2
  3. 3. 360i: Social media advisors to leading brands CONSUMER PACKAGED GOODS RETAIL & E-COMMERCE MEDIA & ENTERTAINMENT TRAVEL Proprietary & Confidential 3
  4. 4. Holistic social media practice Listen & analyze conversations Report & Educate you & optimize your team Execute with Devise SM best strategies practices Build platforms Proprietary & Confidential 4
  5. 5. Conversations in social media are… Disorganized Vibrant Energetic Insightful Monetizable Proprietary & Confidential 5
  6. 6. Social marketing strategy must revolve around consumer behavior Internet As Focus Group Customized Experiences Old Playbooks Obsolete Strategy & execution require uncommon integration Proprietary & Confidential 6
  7. 7. Winning over even just one customer can have a huge ripple effect in social media Proprietary & Confidential 7
  8. 8. 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 Proprietary & Confidential 8
  9. 9. Don’t fall into this trap! Proprietary & Confidential 9
  10. 10. …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 Proprietary & Confidential 10
  11. 11. If we want to succeed in social media, then we need to… Measure Be Present Listen Up Participate & Optimize Proprietary & Confidential 11
  12. 12. Case Study: Saturday Night Live Digital Word of Mouth (DWOMSM) 12
  13. 13. 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 − 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 − 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 Proprietary & Confidential 13
  14. 14. 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 Proprietary & Confidential 14
  15. 15. Widgets │ Types We Use • SINGLE-CLIP VIDEO WIDGET MULTI-CLIP WIDGET CONTENT WIDGETS (Embeddable Video Player) Proprietary & Confidential 15
  16. 16. Widgets │ Deployment Strategy • • Digital Media • NBC Publicity • Distribution via 360i • Viral Propagation • Facebook Applications Proprietary & Confidential 16
  17. 17. Audience Development │ Measuring Success Viral syndication drives site traffic Blogs MySpace Embedded links Message Boards Other Websites Proprietary & Confidential 17
  18. 18. When looking at social marketing, there are so many platforms; but so little time…. Proprietary & Confidential 18
  19. 19. 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? Proprietary & Confidential 19
  20. 20. What are our objectives? Preferred Site Traffic Advocacy Player Objectives Arsenal Rules Value Proprietary & Confidential 20
  21. 21. NBC’s incredible social media arsenal ssets rand itizens Objectives Arsenal Rules Value Proprietary & Confidential 21
  22. 22. 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 Proprietary & Confidential 22
  23. 23. Ensure effective value exchange Conversation Access Utility Entertainment Social currency Objectives Arsenal Rules Value Proprietary & Confidential 23
  24. 24. SNL Video Case Study Proprietary & Confidential 24
  25. 25. Strategy Overview Find Engage Nurture/Fuel Synchronize Proprietary & Confidential 25
  26. 26. Personalized outreach & strong relationships result in high visibility coverage Proprietary & Confidential 26
  27. 27. 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 Proprietary & Confidential 27
  28. 28. DWOM drove 77% interactions and 63% daily uniques of NBC video player for SNL Proprietary & Confidential 28
  29. 29. Popularity in social media dominates PageShare on Google as well Apr ’08 After SEO + DWOM Oct ’06 After SEO Aug ’06 Pre-SEO did not rank in the first natural search page Blog Posts Linking back to Proprietary & Confidential 29
  30. 30. 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? Proprietary & Confidential 30
  31. 31. 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! Proprietary & Confidential 31
  32. 32. 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! Proprietary & Confidential 32
  33. 33. Thank you! Matt Allen Sarah Hofstetter Senior Exec Director of Marketing VP, Emerging Media & Client Strategy 360i Twitter: @mattla31 Twitter: @Pezmeister Proprietary & Confidential 33