1. JUNE 2014
NBC ON
YOUTUBE
How NBC & Fullscreen Built an
Engaged Audience on YouTube

2. 2
BROADCAST
PERSPECTIVE
= marketing tool for two purposes:
Turn potential viewers into actual viewers1
Turn engaged fans into show evangelists2

3. 3
LOOKING BACK

4. 4
LOOKING BACK
2
CHANNELS
20M+
VIEWS
64K+
SUBSCRIBERS
25+
CHANNELS
2B+
VIEWS
6M+
SUBSCRIBERS
FEBRUARY 2012 TO PRESENT
Source: 2014 data per NBC YouTube Analytics

5. 5
IS REALLY BIG.

6. AND KEY TO DRIVING…
6
Earned
and Owned

7. THREE PILLARS
TO SUCCESS
7
Gain insights into the
behaviors and attitudes of your
audience so that you can turn
them into fans
ANALYTICS & INSIGHTS
Take full benefit of Channel
Architecture and Platform
Functionalities
(and avoid simple mistakes)
PLATFORM BEST PRACTICES
The audience you’re seeking
already exists on YouTube –
collaborate with established
YouTube Creators to reach it
LEVERAGE INFLUENCERS
+ +

8. HOW NBC GETS
YOUTUBE RIGHT
8
1 ANALYTICS & INSIGHTS
YouTube data informs careful analysis identifying:
• How best to optimize channel architecture for
search and cross-channel promotion
• The audience most inclined to share content
within NBC’s wheelhouse
• Which content is the most efficient at building
audience
• Influencers ideal for collaborating

9. THE RESULTS
9
ANALYTICS & INSIGHTS
NBC carefully examines data across
a number of metrics, which leads to
important, actionable insights.
• Annotation placement and duration
• Average views consumed per visitor
• Content with high subscriber efficiency—
informs programming 123%SUB PER VIEW
GROWTH
132%ANNOTATION
CLICK GROWTH
29%VIEWS PER
VISITOR GROWTH
Source: 2012 & 2013 & 2014 data per NBC YouTube Analytics
2012 to 2013 YoY
Q4-13 to Q1-14 QoQ 2014 YTD, PoP

10. HOW NBC GETS
YOUTUBE RIGHT
10
2 PLATFORM BEST PRACTICES
YouTube data informs careful analysis identifying:
• Leverage search to boost discoverability
• Launch priority content with strategic Platform
Functionalities — like InVideo Programming,
annotations, playlists, trailers, etc.
• Use the more than 20 optimization levers that
can maximize presence in search, promotion,
suggested videos and ad-serving

11. THE RESULTS
11
PLATFORM BEST PRACTICES
Source: 2012 & 2013 & 2014 data per NBC YouTube Analytics
NBC dedicated resources to channel
management to properly optimize for the
platform, and maximize successful content.
400+%
YoY SUBSCRIBER GROWTH
100+%
YoY VIEW GROWTH
YoY INCREASE IN NBC YOUTUBE
OPTIMIZATION AREAS
0%
90%
180%
Watch Time Suggested Views Search Views Channel Views
162%
124%
71%62%

12. HOW NBC GETS
YOUTUBE RIGHT
12
3 LEVERAGING INFLUENCERS
Influencers & partners are assessed and utilized
within this framework:
!
• Evaluate target collaborators thoroughly,
seeking best fit for audience and brand
• Build a strong partnership based on value
exchange
• Let creators create within clear guidelines
and KPIs, in their voice to their audience

13. HANNIBAL
RAVENSTAG
13

14. THE RESULTS
INFLUENCERS
14
1.2% - Subscriptions Rate
85% - Audience Retention
#1 - Channel Video by Views
4M+ - Video Views
20% - Subscriber Growth
250K+ - Social Actions
NBC teamed up with Influencers for
unique and custom original video
campaigns. A few key learnings:
• Release on Influencer’s channel or on Owned channel
• Drive to Owned channel
• Integrate Influencer social media promotion
• Fully optimize for CTR
• Focus on a specific window of time
• Community content has high view completion rate
HALIA MEGUID
CHESTER SEE
LINDSEY STIRLING
1.2M - Video Views
1.5K - Total Shares
18.6K - Total Engagement
PERFORMANCE

15. 15
RECAP
Key Pillars
Platform Best Practices
Analytics & Insights
Leveraging Influencers
Invest in and dedicate time to examine and analyze the data.
Learn and understand how the platform tools all work together.
Build partnerships with those that have influence over your target demo.

16. THANK
YOU!