nbc olympics: lifecycle programming with email, social, and mobile
DESCRIPTION
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.TRANSCRIPT
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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
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Overview of NBC Olympics
Goals of our Email, Mobile, & Social Programs
Campaign Tactics
Some Takeaways & Lessons Learned
AGENDAAGENDA
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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
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BEYOND THE WEBSITEBEYOND THE WEBSITE
EMAIL MOBILE SOCIAL
NBC Olympics extended digital coverage to the following platforms.
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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)
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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:
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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
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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
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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
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EMAIL TACTICS: MORNING OFEMAIL TACTICS: MORNING OF
Event PreviewsNews
Video
Photo
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EMAIL TACTICS: 30 MINUTES PRIOREMAIL TACTICS: 30 MINUTES PRIOR
“Tune-in” MessagesEvent Reminders
TV Reminders
Online Reminders
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EMAIL TACTICS: IN/POST-EVENTEMAIL TACTICS: IN/POST-EVENT
Informational AlertsEvent Updates
Medal Alerts
Athlete Results
Breaking News
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EMAIL TACTICS: NEXT DAYEMAIL TACTICS: NEXT DAY
Recap AlertsVideo Highlights & Replay Alerts
Game Analysis
Photo Alerts
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MOBILE TACTICSMOBILE TACTICS
Mobile web site
Mobile applications
Text alerts
Mobile video
Mobile TV channel
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MOBILE TACTICS: ALERT MESSAGINGMOBILE TACTICS: ALERT MESSAGING
NBC Olympics followed the same lifecycle approach to mobile messaging as we did to email messaging
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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”
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SOCIAL TACTICS: Olympic PulseSOCIAL TACTICS: Olympic Pulse
Centralized destination for athlete tweets on NBCOlympics.com
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SOCIAL TACTICS: Olympic Twitter feedSOCIAL TACTICS: Olympic Twitter feed
Messaging to promote NBC Olympics coverage
Engage users to create relationship with “NBC Olympics” brand
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SOCIAL TACTICS: Twitter TrackerSOCIAL TACTICS: Twitter Tracker
Integration of Twitter content into NBCOlympics.com
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SO…SO…
What did we learn?
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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%
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…BUT MOBILE HAS CLOSED THE GAP…BUT MOBILE HAS CLOSED THE GAP
Email63%
Mobile37%
Mobile49%
Email51%
% of Total Messages Sent
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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
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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
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THANK YOUTHANK YOU
Questions?
Hayle Chun
Director, Digital Media, NBC Sports & Olympics