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

NBC OLYMPICS Lifecycle Programming with Email, Social, and Mobile April 20, 2010

[object Object],[object Object],[object Object],[object Object],AGENDA

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],NBCOLYMPICS.COM OVERVIEW 24/7 COVERAGE OF THE GAMES THE MOST CONTENT FOUND ANYWHERE, FROM THE #1 OLYMPIC AUTHORITY - DELIVERED IN REAL TIME

BEYOND THE WEBSITE NBC Olympics extended digital coverage to the following platforms. EMAIL MOBILE SOCIAL

[object Object],[object Object],[object Object],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)

OUR CAMPAIGN GOALS ,[object Object],[object Object],[object Object],NBC Olympics used Email, Mobile & Social messaging to:

THE LIFECYCLE OF OLYMPIC FANS THE CHALLENGE: Creating an ongoing dialogue with our audience when the Olympic Games are 17 DAYS, EVERY 2 YEARS ,[object Object],[object Object],[object Object],[object Object]

EMAIL TACTICS: PRE / IN / POST GAMES Between Games: 1 year out & 100 days out ,[object Object],[object Object],[object Object],[object Object],Pre-Games: 2 weeks out ,[object Object],[object Object],[object Object],[object Object],In-Games: Feb 12-28 ,[object Object],[object Object],[object Object],[object Object],Post-Games ,[object Object],[object Object],[object Object]

EMAIL TACTICS: IN-GAMES ,[object Object],[object Object],[object Object],[object Object],THE LIFECYCLE OF AN EVENT Men’s Ice Hockey Gold Medal Game: USA - Canada

EMAIL TACTICS: MORNING OF ,[object Object],[object Object],[object Object],[object Object]

EMAIL TACTICS: 30 MINUTES PRIOR ,[object Object],[object Object],[object Object],[object Object]

EMAIL TACTICS: IN/POST-EVENT ,[object Object],[object Object],[object Object],[object Object],[object Object]

EMAIL TACTICS: NEXT DAY ,[object Object],[object Object],[object Object],[object Object]

MOBILE TACTICS ,[object Object],[object Object],[object Object],[object Object],[object Object]

MOBILE TACTICS: ALERT MESSAGING NBC Olympics followed the same lifecycle approach to mobile messaging as we did to email messaging

SOCIAL TACTICS ,[object Object],[object Object],[object Object],[object Object],[object Object],The IOC declared the Vancouver Games the “first social media Olympics”

SOCIAL TACTICS: Olympic Pulse Centralized destination for athlete tweets on NBCOlympics.com

SOCIAL TACTICS: Olympic Twitter feed ,[object Object],[object Object]

SOCIAL TACTICS: Twitter Tracker Integration of Twitter content into NBCOlympics.com

EMAIL IS STILL POWERFUL & GROWING… +114%

… BUT MOBILE HAS CLOSED THE GAP Email 63% Mobile 37% Mobile 49% Email 51% % of Total Messages Sent

MOBILE DOES NOT EQUAL “ON THE GO” ,[object Object],[object Object],[object Object],Email 63% Friday, Feb 25th

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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THANK YOU Questions? Hayle Chun Director, Digital Media, NBC Sports & Olympics [email_address]

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

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