JUNE 2014

NBC ON YOUTUBEHow NBC & Fullscreen Built an Engaged Audience on YouTube

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BROADCAST PERSPECTIVE

= marketing tool for two purposes:

Turn potential viewers into actual viewers1

Turn engaged fans into show evangelists2

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LOOKING BACK

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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

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IS REALLY BIG.

AND KEY TO DRIVING…

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Earned

and Owned

THREE PILLARS TO SUCCESS

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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

+ +

HOW NBC GETS YOUTUBE RIGHT

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1 ANALYTICS & INSIGHTSYouTube 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

THE RESULTS

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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

HOW NBC GETS YOUTUBE RIGHT

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2 PLATFORM BEST PRACTICESYouTube 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

THE RESULTS

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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%

HOW NBC GETS YOUTUBE RIGHT

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3 LEVERAGING INFLUENCERSInfluencers & 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

HANNIBAL RAVENSTAG

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THE RESULTS INFLUENCERS

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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

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RECAPKey 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.

THANK YOU!