JUNE 2014
NBC ON
YOUTUBE
How NBC & Fullscreen Built an
Engaged Audience on YouTube
2
BROADCAST
PERSPECTIVE
= marketing tool for two purposes:
Turn potential viewers into actual viewers1
Turn engaged fans i...
3
LOOKING BACK
4
LOOKING BACK
2
CHANNELS
20M+
VIEWS
64K+
SUBSCRIBERS
25+
CHANNELS
2B+
VIEWS
6M+
SUBSCRIBERS
FEBRUARY 2012 TO PRESENT
Sour...
5
IS REALLY BIG.
AND KEY TO DRIVING…
6
Earned
and Owned
THREE PILLARS
TO SUCCESS
7
Gain insights into the
behaviors and attitudes of your
audience so that you can turn
them into ...
HOW NBC GETS
YOUTUBE RIGHT
8
1 ANALYTICS & INSIGHTS
YouTube data informs careful analysis identifying:
• How best to optim...
THE RESULTS
9
ANALYTICS & INSIGHTS
NBC carefully examines data across
a number of metrics, which leads to
important, actio...
HOW NBC GETS
YOUTUBE RIGHT
10
2 PLATFORM BEST PRACTICES
YouTube data informs careful analysis identifying:
• Leverage sear...
THE RESULTS
11
PLATFORM BEST PRACTICES
Source: 2012 & 2013 & 2014 data per NBC YouTube Analytics
NBC dedicated resources t...
HOW NBC GETS
YOUTUBE RIGHT
12
3 LEVERAGING INFLUENCERS
Influencers & partners are assessed and utilized
within this framewo...
HANNIBAL
RAVENSTAG
13
THE RESULTS
INFLUENCERS
14
1.2% - Subscriptions Rate
85% - Audience Retention
#1 - Channel Video by Views
4M+ - Video View...
15
RECAP
Key Pillars
Platform Best Practices
Analytics & Insights
Leveraging Influencers
Invest in and dedicate time to exa...
THANK
YOU!
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Case Study: "The Surprising Power of YouTube: How NBC Built a YouTube Audience to Help Drive Viewership"

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Case Study: "The Surprising Power of YouTube: How NBC Built a YouTube Audience to Help Drive Viewership"

  1. 1. JUNE 2014 NBC ON YOUTUBE How NBC & Fullscreen Built an Engaged Audience on YouTube
  2. 2. 2 BROADCAST PERSPECTIVE = marketing tool for two purposes: Turn potential viewers into actual viewers1 Turn engaged fans into show evangelists2
  3. 3. 3 LOOKING BACK
  4. 4. 4 LOOKING BACK 2 CHANNELS 20M+ VIEWS 64K+ SUBSCRIBERS 25+ CHANNELS 2B+ VIEWS 6M+ SUBSCRIBERS FEBRUARY 2012 TO PRESENT Source: 2014 data per NBC YouTube Analytics
  5. 5. 5 IS REALLY BIG.
  6. 6. AND KEY TO DRIVING… 6 Earned and Owned
  7. 7. THREE PILLARS TO SUCCESS 7 Gain insights into the behaviors and attitudes of your audience so that you can turn them into fans ANALYTICS & INSIGHTS Take full benefit of Channel Architecture and Platform Functionalities (and avoid simple mistakes) PLATFORM BEST PRACTICES The audience you’re seeking already exists on YouTube – collaborate with established YouTube Creators to reach it LEVERAGE INFLUENCERS + +
  8. 8. HOW NBC GETS YOUTUBE RIGHT 8 1 ANALYTICS & INSIGHTS YouTube data informs careful analysis identifying: • How best to optimize channel architecture for search and cross-channel promotion • The audience most inclined to share content within NBC’s wheelhouse • Which content is the most efficient at building audience • Influencers ideal for collaborating
  9. 9. THE RESULTS 9 ANALYTICS & INSIGHTS NBC carefully examines data across a number of metrics, which leads to important, actionable insights. • Annotation placement and duration • Average views consumed per visitor • Content with high subscriber efficiency— informs programming 123%SUB PER VIEW GROWTH 132%ANNOTATION CLICK GROWTH 29%VIEWS PER VISITOR GROWTH Source: 2012 & 2013 & 2014 data per NBC YouTube Analytics 2012 to 2013 YoY Q4-13 to Q1-14 QoQ 2014 YTD, PoP
  10. 10. HOW NBC GETS YOUTUBE RIGHT 10 2 PLATFORM BEST PRACTICES YouTube data informs careful analysis identifying: • Leverage search to boost discoverability • Launch priority content with strategic Platform Functionalities — like InVideo Programming, annotations, playlists, trailers, etc. • Use the more than 20 optimization levers that can maximize presence in search, promotion, suggested videos and ad-serving
  11. 11. THE RESULTS 11 PLATFORM BEST PRACTICES Source: 2012 & 2013 & 2014 data per NBC YouTube Analytics NBC dedicated resources to channel management to properly optimize for the platform, and maximize successful content. 400+% YoY SUBSCRIBER GROWTH 100+% YoY VIEW GROWTH YoY INCREASE IN NBC YOUTUBE OPTIMIZATION AREAS 0% 90% 180% Watch Time Suggested Views Search Views Channel Views 162% 124% 71%62%
  12. 12. HOW NBC GETS YOUTUBE RIGHT 12 3 LEVERAGING INFLUENCERS Influencers & partners are assessed and utilized within this framework: ! • Evaluate target collaborators thoroughly, seeking best fit for audience and brand • Build a strong partnership based on value exchange • Let creators create within clear guidelines and KPIs, in their voice to their audience
  13. 13. HANNIBAL RAVENSTAG 13
  14. 14. THE RESULTS INFLUENCERS 14 1.2% - Subscriptions Rate 85% - Audience Retention #1 - Channel Video by Views 4M+ - Video Views 20% - Subscriber Growth 250K+ - Social Actions NBC teamed up with Influencers for unique and custom original video campaigns. A few key learnings: • Release on Influencer’s channel or on Owned channel • Drive to Owned channel • Integrate Influencer social media promotion • Fully optimize for CTR • Focus on a specific window of time • Community content has high view completion rate HALIA MEGUID CHESTER SEE LINDSEY STIRLING 1.2M - Video Views 1.5K - Total Shares 18.6K - Total Engagement PERFORMANCE
  15. 15. 15 RECAP Key Pillars Platform Best Practices Analytics & Insights Leveraging Influencers Invest in and dedicate time to examine and analyze the data. Learn and understand how the platform tools all work together. Build partnerships with those that have influence over your target demo.
  16. 16. THANK YOU!

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