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

hayle.chun@nbcuni.com