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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
April 20, 2010
NBC OLYMPICS
Lifecycle Programming with Email, Social, and Mobile
April 20, 2010
Overview of NBC Olympics
Goals of our Email, Mobile, & Social Programs
Campaign Tactics
Some Takeaways & Lessons Learned
AGENDAAGENDA
Up-to-the minute stories, columns, blogs & vlogs
Instant results and medal tracker
Dedicated fronts for 15 sports
Dynamic photo slideshows & postcards
In-depth athlete and country profiles
Detailed and customizable schedules
The exclusive online destination in the U.S. for all in-venue video for the Vancouver Games, including:
Over 400 hours of LIVE streaming
Rewinds & Encores - Replays of web-exclusive events and all TV broadcasts
Extensive on-Demand highlight packages
Interviews, features and daily segments
24/7 COVERAGE OF THE GAMES
THE MOST CONTENT FOUND ANYWHERE, FROM THE #1 OLYMPIC AUTHORITY - DELIVERED IN REAL TIME
NBCOLYMPICS.COM OVERVIEWNBCOLYMPICS.COM OVERVIEW
BEYOND THE WEBSITEBEYOND THE WEBSITE
EMAIL MOBILE SOCIAL
NBC Olympics extended digital coverage to the following platforms.
Initial Thinking:
Email and Other Messaging
= Informational & sponsored content (NOT Marketing)
WHAT CAN NBC OLYMPICS CONTRIBUTE TO A MEETING ON “THE STATE OF THE INDUSTRY OF EMAIL MARKETING”?
WHY US?WHY US?
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 GOALSOUR CAMPAIGN GOALS
Inform & engage our audience
Increase their overall consumption of content
Monetize those messages for our advertisers
NBC Olympics used Email, Mobile & Social messaging to:
THE CHALLENGE: Creating an ongoing dialogue with our audience when the Olympic Games are 17 DAYS, EVERY 2 YEARS
THE LIFECYCLE OF OLYMPIC FANSTHE LIFECYCLE OF OLYMPIC FANS
THE OPPORTUNITY: Using Email, Mobile, & Social to
Activate Olympic fans prior to the Games
Increase consumption of NBC Olympics content during the Games
Generate higher overall engagement with NBC Olympics
EMAIL TACTICS: PRE / IN / POST GAMESEMAIL TACTICS: PRE / IN / POST GAMES
Between Games:1 year out & 100 days out
Generate Awareness • NBCOlympics.com
site launch promos• Olympic Trials
results• Featured athletes
Pre-Games:2 weeks out
Educate the Audience
• Event previews• Introductions to
Team USA• “Curling 101” info
In-Games: Feb 12-28
Increase Usage• Event reminders • Medal results• Post-event news,
videos & photos
Post-Games
Maintain Relationship
• Post-Games videos
& recaps• Drive users to
UniversalSports.com
EMAIL TACTICS: IN-GAMESEMAIL TACTICS: IN-GAMES
THE LIFECYCLE OF AN EVENT
Men’s Ice Hockey Gold Medal Game:
USA - Canada
Morning of: Generate interest
30 Minutes Prior: Drive “tune-in”
In/Post-Event: Inform users
Next Day: Provide recaps & analysis
EMAIL TACTICS: MORNING OFEMAIL TACTICS: MORNING OF
Event PreviewsNews
Video
Photo
EMAIL TACTICS: 30 MINUTES PRIOREMAIL TACTICS: 30 MINUTES PRIOR
“Tune-in” MessagesEvent Reminders
TV Reminders
Online Reminders
EMAIL TACTICS: IN/POST-EVENTEMAIL TACTICS: IN/POST-EVENT
Informational AlertsEvent Updates
Medal Alerts
Athlete Results
Breaking News
EMAIL TACTICS: NEXT DAYEMAIL TACTICS: NEXT DAY
Recap AlertsVideo Highlights & Replay Alerts
Game Analysis
Photo Alerts
MOBILE TACTICSMOBILE TACTICS
Mobile web site
Mobile applications
Text alerts
Mobile video
Mobile TV channel
MOBILE TACTICS: ALERT MESSAGINGMOBILE TACTICS: ALERT MESSAGING
NBC Olympics followed the same lifecycle approach to mobile messaging as we did to email messaging
SOCIAL TACTICSSOCIAL TACTICS
Olympic Pulse Twitter integration
NBCOlympics official Twitter feed
“Twitter Tracker”
Facebook fan page
Share via Facebook/Twitter
The IOC declared the Vancouver Games the“first social media Olympics”
SOCIAL TACTICS: Olympic PulseSOCIAL TACTICS: Olympic Pulse
Centralized destination for athlete tweets on NBCOlympics.com
SOCIAL TACTICS: Olympic Twitter feedSOCIAL TACTICS: Olympic Twitter feed
Messaging to promote NBC Olympics coverage
Engage users to create relationship with “NBC Olympics” brand
SOCIAL TACTICS: Twitter TrackerSOCIAL TACTICS: Twitter Tracker
Integration of Twitter content into NBCOlympics.com
SO…SO…
What did we learn?
EMAIL IS STILL POWERFUL & GROWING…EMAIL IS STILL POWERFUL & GROWING…
128
274
0
50
100
150
200
250
300
Messages Sent per Sport (000)
+114%
…BUT MOBILE HAS CLOSED THE GAP…BUT MOBILE HAS CLOSED THE GAP
Email63%
Mobile37%
Mobile49%
Email51%
% of Total Messages Sent
MOBILE DOES NOT EQUAL “ON THE GO”MOBILE DOES NOT EQUAL “ON THE GO”
Email63%
65% of mobile users say they typically visit from home
49% of mobile users had used mobile while simultaneously watching TV coverage
Top reasons for mobile usage are computer substitutions: checking something while watching TV (39%), easier than a computer (44%), or for quick updates (69%)
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WAP Visits App Visits
Friday, Feb 25th
SOCIAL MEDIA IS SMALL BUT INFLUENTIALSOCIAL 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 fansTwitter users were more likely to:
Watch the Olympics “every chance I get”
Be male
Visit NBCOlympics.com more often
Use multiple websites for Olympics info
Utilize site features, including video
Watch live video
Be influencers:
Have most influence on purchase decisions in their homes
Make recommendations to friends and family about websites
Asked advice by friends and family before making purchases
Own technology: smartphones, DVRs and HDTVs
THANK YOUTHANK YOU
Questions?
Hayle Chun
Director, Digital Media, NBC Sports & Olympics