Professional Documents
Culture Documents
RETAIL &
E-COMMERCE
MEDIA &
ENTERTAINMENT
TRAVEL
Listen &
analyze
conversations
Execute with
Devise
SM best
strategies
practices
Build platforms
Set benchmarks
Listen
for success
Evaluate Strategize
Measure &
Participate
Optimize
Results: Results:
• Something to • Engage target audience
show the boss • Achieve KPIs
Measure
Be Present Listen Up Participate &
Optimize
12
NBC Digital Entertainment │Who We Are
Online & Mobile Destination for NBC Programming
Home of super-fan communities including Heroes, Dunder-Mifflin
Infinity (the Office), Biggest Loser and more…
The promotional arm for the TV Network
• TRADITIONAL PLATFORMS
• On-Air:
• Digital promos
• In-show integrations Publicity:
• Digital tosses
• Snipes
• Print & Radio
• Publicity
• Out of Home (NBC Everywhere)
• NBCU Cross-Promotional Support
• Mobile
• Online
• Promotion & Partnerships
• Media
• Search
• Digital PR, Syndication, Widgets
• NBC.com
• Digital Media
• NBC Publicity
• Distribution via 360i
• Viral Propagation
• Facebook Applications
Blogs MySpace
Embedded
links
Message Boards Other Websites
Does it leverage
our social media
arsenal?
Does it follows
Does it meet our
social media best
objectives?
practices?
Does it provides
value to the
consumer?
Objectives Arsenal
Rules Value
ssets
rand
itizens
Objectives Arsenal
Rules Value
Rules Value
Objectives Arsenal
Rules Value
Feb. 14 March 15
Jan. 31
Alec Balwdin Tracy Morgan May 9
Steve Martin
Justin Timberlake
www.360i.com Proprietary & Confidential 27
DWOM drove 77% interactions and 63% daily uniques of
NBC video player for SNL
Aug ’06 Pre-SEO Oct ’06 After SEO Apr ’08 After SEO + DWOM
Does it leverage
our social media
arsenal?
Does it follows
Does it meet our
social media best
objectives?
practices?
Does it provides
value to the
consumer?
• Always be transparent
• Customers don’t want transparency; they demand it. And it’s good for your
brand, too
• Never spam
• Don’t post comments on blogs, seeds message boards or forums, or blasts
press releases
• Authenticity is key
• Authenticity lets you take advantage of your brand strength and commitment
to listening to your customers
• Don’t incentivize online influencers through payment or pressures them to
write positive posts
• Give them something to talk about
• Figure out what will resonate best with online influencers – and their readers
• If no assets exist – create them!