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

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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

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[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]

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

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

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

10.

11.

12.

13.

14.

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

16.

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

18.

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

20. SO… What did we learn?

21. EMAIL IS STILL POWERFUL & GROWING… +114%

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

23.

24.

25. 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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