Lessons from Saturday Night Live’s Digital Word of Mouth Strategies

Matt Allen NBC.com Twitter: @mattla31 Sarah Hofstetter 360i Twitter: @Pezmeister1

The plan for today

• Social media & digital word of mouth education • Saturday Night Live case study • Best practices so you can do it too!

www.360i.com

Proprietary & Confidential

2

360i: Social media advisors to leading brands
CONSUMER PACKAGED GOODS

RETAIL & E-COMMERCE

MEDIA & ENTERTAINMENT

TRAVEL

www.360i.com

Proprietary & Confidential

3

Holistic social media practice
Listen & analyze conversations Report & optimize Educate you & your team

Execute with SM best practices Build platforms

Devise strategies

www.360i.com

Proprietary & Confidential

4

Conversations in social media are…

Disorganized

Vibrant

Energetic

Insightful

Monetizable

www.360i.com

Proprietary & Confidential

5

Social marketing strategy must revolve around consumer behavior

Internet As Focus Group

Customized Experiences

Old Playbooks Obsolete

Strategy & execution require uncommon integration

www.360i.com

Proprietary & Confidential

6

Winning over even just one customer can have a huge ripple effect in social media

www.360i.com

Proprietary & Confidential

7

The Importance of word of mouth, and blogs as pivotal online influencers

67% 68% 300% 56%

Of consumer purchase decisions are primarily influenced by word of mouth

Of blog readers visit their most trusted blogs daily

Growth in monthly blog readership in the past four years

Of social media users feel a stronger connection with companies when they can interact with them in a social media environment

Sources: McKinsey, AdAge, Jupiter Research and Cone, eMarketer
www.360i.com Proprietary & Confidential 8

Don’t fall into this trap!

www.360i.com

Proprietary & Confidential

9

…or this one
Bright Shiny Object Syndrome BSO Approach Strategic Approach
Set benchmarks for success

Listen

Evaluate

Strategize

Participate

Measure & Optimize

Results: • Something to show the boss
www.360i.com

Results: • Engage target audience • Achieve KPIs
Proprietary & Confidential 10

If we want to succeed in social media, then we need to…

Be Present

Listen Up

Participate

Measure & Optimize

www.360i.com

Proprietary & Confidential

11

Case Study: Saturday Night Live Digital Word of Mouth (DWOMSM)

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

INNOVATION
− NBC’s online video player offered the FIRST fullepisode streaming with closed-captioned and will be the FIRST to offer user viewing parties as part of the streaming experience − NBC is the first network to offer high-quality, downloadable video of your favorite TV shows

QUALITY
− Winner of Four Webby Awards & Twenty Commendations − Two-Time Emmy Award Winner, with Eight Nominations − Led all networks with Six Wins and Eleven Nominations for the inaugural TV Guide Online Video Awards

ENGAGEMENT
− NBC.com has the highest market-share of visits of all network broadcast sites. − NBC.com has the highest time spent/user − MyNBC: A thriving social network for the NBC super-fan with more than 450,000 active members

www.360i.com

Proprietary & Confidential

13

Audience Development │ Tactics • TRADITIONAL PLATFORMS
• On-Air: • Digital promos • In-show integrations • Digital tosses • Snipes • Print & Radio • Publicity • Out of Home (NBC Everywhere) • NBCU Cross-Promotional Support

NBC On-Air Digital Toss:

Publicity:

• DIGITAL PLATFORMS
• Mobile • Online • Promotion & Partnerships • Media • Search • Digital PR, Syndication, Widgets

Print:

www.360i.com

Proprietary & Confidential

14

Widgets │ Types We Use
• SINGLE-CLIP VIDEO WIDGET (Embeddable Video Player) MULTI-CLIP WIDGET CONTENT WIDGETS

www.360i.com

Proprietary & Confidential

15

Widgets
• • • • • •

Deployment Strategy

NBC.com Digital Media NBC Publicity Distribution via 360i Viral Propagation Facebook Applications

www.360i.com

Proprietary & Confidential

16

Audience Development │ Measuring Success
Viral syndication drives site traffic

Blogs

MySpace

Embedded links

Message Boards

Other Websites

www.360i.com

Proprietary & Confidential

17

When looking at social marketing, there are so many platforms; but so little time….

www.360i.com

Proprietary & Confidential

18

Let’s evaluate social marketing through a strategic lens
SOCIAL MARKETING STRATEGIC LENS

Does it leverage our social media arsenal? Does it meet our objectives? Does it provides value to the consumer? Does it follows social media best practices?

www.360i.com

Proprietary & Confidential

19

What are our objectives?

Preferred Player

Site Traffic

Advocacy

Objectives Rules

Arsenal Value

www.360i.com

Proprietary & Confidential

20

NBC’s incredible social media arsenal

ssets rand itizens
Objectives Rules Arsenal Value

www.360i.com

Proprietary & Confidential

21

Rules of the social media road

Listen to audience & cultivate relationships

Understand & acclimate to each of your environments

Empower your fans to express their opinions about your brand

When using the brand voice, be consistent

Make as much of your content portable & sharable

Recognize you’re in an always-on environment

Always be authentic & transparent
Objectives Rules Arsenal Value

www.360i.com

Proprietary & Confidential

22

Ensure effective value exchange

Conversation

Access

Utility

Entertainment

Social currency

Objectives Rules

Arsenal Value

www.360i.com

Proprietary & Confidential

23

SNL Video Case Study

www.360i.com

Proprietary & Confidential

24

Strategy Overview

Find

Engage

Nurture/Fuel

Synchronize

www.360i.com

Proprietary & Confidential

25

Personalized outreach & strong relationships result in high visibility coverage

www.360i.com

Proprietary & Confidential

26

Rapid, relevant outreach delivers coverage every Sunday morning March 8
Jan. 10 Neil Patrick Harris Feb. 7 Bradley Cooper Dwayne “The Rock” Johnson

April 4 Seth Rogen

6/1

6/15

6/29

7/13

7/27

8/10

Jan. 31 Steve Martin

Feb. 14 Alec Balwdin
www.360i.com

March 15 Tracy Morgan

May 9 Justin Timberlake
27

Proprietary & Confidential

DWOM drove 77% interactions and 63% daily uniques of NBC video player for SNL

www.360i.com

Proprietary & Confidential

28

Popularity in social media dominates PageShare on Google as well
Aug ’06 Pre-SEO Oct ’06 After SEO Apr ’08 After SEO + DWOM

NBC.com did not rank in the first natural search page

Blog Posts Linking back to NBC.com

www.360i.com

Proprietary & Confidential

29

Did this program measure up against the strategic lens?

Does it leverage our social media arsenal? Does it meet our objectives? Does it provides value to the consumer? Does it follows social media best practices?

www.360i.com

Proprietary & Confidential

30

Can DWOMSM work for you? Some best practices:
• 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!

www.360i.com

Proprietary & Confidential

31

Guidelines of social marketing best practices

• Establish your goals up front • Listen to your audience • Lay out your social marketing footprint • Populate, converse, engage and share • Adapt the execution to the platform • Measure!

www.360i.com

Proprietary & Confidential

32

Thank you!

Matt Allen
Senior Exec Director of Marketing NBC.com matt.allen@nbcuni.com www.nbc.com Twitter: @mattla31

Sarah Hofstetter
VP, Emerging Media & Client Strategy 360i sarah@360i.com blog.360i.com Twitter: @Pezmeister

www.360i.com

Proprietary & Confidential

33

Sign up to vote on this title
UsefulNot useful