NBC - Internet Marketing Case Study

1. Analysis of NBC.com Jordan Medich, Mollie Shoemaker, and Eddie Suchevits PRESENTED BY: DATE: April 20, 2009

3. formed in November 1926

4. wholly-owned subsidiary of the Radio Corporation of America (RCA)

5. 1st Broadcast

6. New York World’s Fair in 1939

7. Partnership with MCA-Universal

8. Dramas filled the air until the 1970s

9. Primetime Programming consisted of comedy-variety shows

10. Milton Berle, Dean Martin, Jerry Lewis, and Bob Hope

11. NBC consistently finished behind ABC and CBS in ratings until 1980s

12. Hill Street Blues, Cheers, St. Elsewhere, Family Ties

13. The Cosby Show (1984)

14. Profits went from $48 million in ‘81 to $333 million in ‘85www.wkyc.com www.wikipedia.com www.tvshowsondvd.com The museum of broadcast communications. (2008). Retrieved March 18, 2009, from http://www.museum.tv/

16. Includes NBC

17. $6.3 billion

18. By 1991, Cheers was only show in Nielson Top 10

19. Creation of “Must See TV”

20. Seinfeld, E.R., Frasier, and Friends

21. By 1996 NBC was once again the leader in network television

22. NBC and Vivendi Universal Entertainment merge in 2003

23. Creates NBC Universal

24. 80% owned by General Electric

25. 20% owned by Vivendi

26. NBC Universal

27. Broadcasts 5,000 hours of TV programming each year

28. Signal reaches 99% of homes with televisionwww.wkyc.com www.wikipedia.com www.wikipedia.com The museum of broadcast communications. (2008). Retrieved March 18, 2009, from http://www.museum.tv/ Company overview. (2009.). NBC universal. Retrieved March 18, 2009, from http://www.nbcuni.com/About_NBC_Universal/Company_Overview/

30. http://www.nbcumarketplace.com/#Audience/NBC

31. Changes from July 2007 to March 2008

32. Added Male 18-49 Category

33. All or Adults 18-49 (-1.9%)

34. Female 18-49 (+13.8%)

35. HHI $75K+ (+5.2%)

36. Most affluent, engaged audience, attracting high income, educated viewers

37. #1 network among users with bachelors or post graduate degree

38. According to an NBC press Release, as of March, NBC is 0.5 of a rating point from 1st place in primetime’s key demographic of 18-49 comScore, Inc. - Measuring the Digital World. (2009). Retrieved March 19, 2009 from http://www.comscore.com/ NBC universal media village. (2009, March 10). Retrieved March 18, 2009, from http://www.nbcumv.com/broadcast/release_detail.nbc/ entertainment-20090310000000- 039theoffice44.html

40. Existence dates back to at least October 22, 1996

41. web.archive.org

42. Early web pages display business to consumer ecommerce

43. “Catalog Blow-Out Sale”

44. Possible cannibalization of sales from traditional paper catalogs

45. Using “way-back machine”

46. Earliest banner advertisement: March 29, 1997www.wkyc.com www.wikipedia.com NBC.com. (1997). Retrieved March 18, 2009, from http://web.archive.org/web/19961022175054/http://nbc.com/ Internet Archive Wayback Machine. (2009). Retrieved February 15, 2009, from http://www.archive.org/web/web.php

48. The “Store” at NBC.com (B2C)

49. TV on DVD, T-shirts, coffee mugs, bobble heads (Dwight)

50. Primarily a B2B in the form of advertising

52. Interactive/Media Rich

53. Skyscraper

54. Video Pop-ups

55. Promotional Packages

56. “Daytime Sponsorship”

57. “Late Night Sponsorship”www.wkyc.com www.nbcuniversalstore.com cache.gawker.com Hanson, W., & Kalyanam, K. (2007). Internet marketing & e-commerce. Canada: Thomas South-Western. NBC.com > Advertise on NBC.com > Advertising Opportunities. (2009). Retrieved March 10, 2009, from http://www.nbc.com/nbc/footer/Advertise/ad_opportunities.shtml

58. Web Business Model: www.wkyc.com Resource Vault @ NBC Universal Marketplace. (2009). Retrieved April 10, 2009, from http://www.nbcumarketplace.com/property_downloads/download_file/334

61. All shows are represented

62. Sister stations “News and Sports”

63. CNBC

64. MSNBC

65. Quality Improvement

66. Augment and Enhance Products

67. Kings interactive trailer

68. The Biggest Loser video exclusiveswww.wkyc.com www.jckonline.com 3.bp.blogspot.com www.podbean.com Hanson, W., & Kalyanam, K. (2007). Internet marketing & e-commerce. Canada: Thomas South-Western.

70. The Web Chain Concept (Hanson, W., & Kalyanam, K. pg 150)

71. Provide prospective advertisers with average no notice rate (NNR) and click through rate (CTR)

72. Closed Loops (Hanson, W., & Kalyanam, K. pg 156)

73. None: NBC.com offers 3rd party tracking

74. Efficiency and Effectiveness (Hanson, W., & Kalyanam, K. pg 161)

75. Cost Reduction

76. None

77. Supply Chain Coordination

78. Nonewww.wkyc.com www.wikipedia.com Hanson, W., & Kalyanam, K. (2007). Internet marketing & e-commerce. Canada: Thomas South-Western.

81. Meeting consumer needs is what the NBC brand believes in

82. “Green Your Routine”

83. Online branding is relevant to the organizational brand through its concern of the consumer within this economic controversy

84. NBC.com is a House of Brands

85. NBC.com/30Rock

86. NBC.com/TheOffice

87. NBC.com/FridayNightLights

88. NBC Universalwww.wkyc.com NBC.COM Home@ NBC Universal Marketplace. (2009). Retrieved April 19, 2009, from http://www.nbcumarketplace.com/ Green Your Routine – NBC Site. (2009). Retrieved March 12, 2009, from http://www.nbc.com/Green/

89. Branding: What do we believe? www.wkyc.com What do we want to achieve? Who are we? www.google.com How was my experience? How are we perceived? http://www.lathamandcompany.com/organizational_branding.htm

92. http://www.nbcumarketplace.com

93. Highlights (Q1 2008)

94. Monthly Page Views: 150,831,000

95. Monthly Unique Visits: 15,418,000 (+10% over Q1 2007)

96. Length of Visit: 82 minutes!!

97. 22 minutes longer than CBS.com (closest competitor)

98. Avg. Engaged Viewer watches 18.6 video streams

99. Almost DOUBLE ABC.com (closest comepetitor)www.wikipedia.com Traffic @ NBC Universal Marketplace. (2009). Retrieved April 10, 2009, from http://www.nbcumarketplace.com/#Traffic/NBC Hanson, W., & Kalyanam, K. (2007). Internet marketing & e-commerce. Canada: Thomas South-Western.

101. Effective Navigation

102. Global links horizontally on top of page

103. “mouse-over” – further detailed navigation choices

104. Associative Links on bottom

105. Responsiveness to User Goals

106. Provides schedules, information about shows, full episodes, news

107. User Capabilities - difficulty depends on needs

108. Interactivity and Content Quality

109. myNBC

110. HD videos

111. Experimental Usability (Hanson, W., & Kalyanam, K. pg 230):

112. “Sticky site”

113. 82 minutes: Average visit lengthwww.wkyc.com www.wikipedia.com www.nbc.com Traffic @ NBC Universal Marketplace. (2009). Retrieved April 10, 2009, from http://www.nbcumarketplace.com/#Traffic/NBC Hanson, W., & Kalyanam, K. (2007). Internet marketing & e-commerce. Canada: Thomas South-Western.

115. Stanford Credibility Guidelines (Hanson, W., & Kalyanam, K. pg 239):

116. Real organization behind site (NBC Universal)

117. Highlight Expertise (HD Videos and Webisodes)

118. Design looks professional

119. Site is easy to use and useful

120. Content is updated frequently

121. NBC, MSNBC, and CNBC are a trusted news source

122. Persuasion

123. Visual Metaphors and Combinations (Hanson, W., & Kalyanam, K. pg 241):

124. Replacement and Fusion

125. Simulations

126. Experience NBC programming

127. Persuadable Moments

128. Turbo Tax® www.wkyc.com www.swissarmy.net Hanson, W., & Kalyanam, K. (2007). Internet marketing & e-commerce. Canada: Thomas South-Western.

130. Customer Support

131. Stored Answers and Customer Self Help(Hanson, W., & Kalyanam, K. pg 238)

132. FAQ Available but not much info in some areas

133. Technical Support

134. http://www.nbc.com/Footer/Technical_Support/www.fourstarchef.com NBC.com > Technical Support. (2009). Retrieved April 17, 2009, from http://www.nbc.com/Footer/Technical_Support/ Hanson, W., & Kalyanam, K. (2007). Internet marketing & e-commerce. Canada: Thomas South-Western.

136. Simple Domain Name: www.nbc.com

139. Offering options that are exclusively available on nbc.com:

140. Games like Deal or No Deal

141. Special mini episodes of shows like Heroes

142. Mobile Alerts for shows such as Chuck

143. Sponsorship and co-branding

144. Link to purchase season DVD’s available on Amazon.com

145. iTunes link to download music

146. Sprint/SciFi banners advertising new episodes of Ghost Hunterswww.nbc.com www.nbc.com Hanson, W., & Kalyanam, K. (2007). Internet marketing & e-commerce. Canada: Thomas South-Western.

148. Hosts four of the Top Ten shows in terms of market share of visits

149. Highest share with 25%

150. Viewers spend more time on site than any other network website

151. Very similar to competitor http://abc.go.com/

152. More difficult domain name

153. 20% share

154. Also very similar to http://www.fox.com/

155. Advertise HD option more

156. 3% sharewww.wkyc.com www.cjcs.com www.ibiglobal.com http://www.nbc.com/ www.abc.go.com www.fox.com

158. Sign up and members are then recognized upon arrival

159. Create member profiles

160. Members can upload pictures, video, and music to their page

161. Tracks show schedules for members

162. Offers Personalized messaging via email, mobile alerts, and newsletters that update viewers on their favorite showswww.nbc.com Hanson, W., & Kalyanam, K. (2007). Internet marketing & e-commerce. Canada: Thomas South-Western.

164. Attractive Content that creates an appealing website

165. Appropriate color scheme-black (sophistication), green (relaxation), and white(cleanliness)

166. Organized into easy to decipher categories such as schedules for today and tonight, videos, and web exclusives

167. Animation that flashes clips of current videos

168. Member Profile

169. Online community available

170. Several personalization features within member profile menus such as pictures, music, show schedules…

171. Member Loyalty

172. Evidence of strong community is visible through message boards and member participationwww.wkyc.com Hanson, W., & Kalyanam, K. (2007). Internet marketing & e-commerce. Canada: Thomas South-Western.

174. Several help options

175. Customer service available

176. Provide options that keep customers coming back for more:

177. Previously aired programs

178. Show schedules and listings

179. Exclusive scenes

180. Games for each show like "Jay Leno's Garage"

181. Message boards to gossip about each showwww.wkyc.com TV View Panel. (2009). Retrieved March 17, 2009, from http://surveys.researchresults.com/mrIWeb/mrIWeb.dll?I.Project=S1800010&i.user1=3 Jay Leno’s Garage. (2009). Retrieved March 17, 2009 from http://www.jaylenosgarage.com/game/index.shtml

183. Visitors want to know the latest news on their favorite shows

184. Must completely “let go” of control

185. Trust in the site visitors to build a successful online community

186. Use of Facebook and Twitter to build traffic and stronger communitywww.givememyremote.com www.bgsu.edu www.golehr.com Hanson, W., & Kalyanam, K. (2007). Internet marketing & e-commerce. Canada: Thomas South-Western.

188. Log Files:

189. Traffic Report Breakdown:

190. Video Streams

191. Monthly Page Views

192. Monthly Visitswww.wkyc.com Through the logging of these activities, NBC.com was able to see a 592% increase in video streaming from Q2 ‘06 to Q2 ‘07

194. Tracking Panels

195. Allows tracking of all sites visited

196. Demographics

197. Age

198. Gender

199. Household Incomeswww.wkyc.com This is how online research can be done to find a target audience! Five of NBC’s Primetime shows are among the Top 25 network programs in A 18-49 $100K+

201. Source & Loss Analysis (Log Files):

202. Where are users going once they leave? How can we fix the problem?

203. Builds user profiles

204. Behavioral Data

205. My.nbc.com

206. Web Logs capture URL addresses and can reveal the site user’s next destination

207. NBC.com analyst can track “chime-ins”

208. Which shows are drawing the most attention

209. Blogs

210. Discussion Boards

211. The Office www.wkyc.com What would you like to see in future episodes? www.google.com

213. Company overview. (2009). NBC universal. Retrieved March 18, 2009, from http://www.nbcuni.com/About_NBC_Universal/Company_Overview/

214. comScore, Inc. - Measuring the Digital World. (2009). Retrieved March 19, 2009 from http://www.comscore.com/

215. Fogg, B. (2004). Machines designed to change humans. In Stanford University persuasive technology lab. Retrieved March 18, 2009, from http://captology.stanford.edu/

216. General ad opportunities. (n.d.). Retrieved March 18, 2009, from http://www.nbc.com/nbc/footer/Advertise/

217. Hanson, W., & Kalyanam, K. (2007). Internet marketing & e-commerce. Canada: Thomas South-Western.

218. Internet Archive Wayback Machine. (2009). Retrieved February 15, 2009, from http://www.archive.org/web/web.php

219. NBC Peacock 5. (2009). Retrieved April 19, 2009, from http://www.big13.net/NBC%20Peacock/NBCPeacock5.htm

220. NBC.com. (1997). Retrieved March 18, 2009, from http://web.archive.org/web/19961022175054/http://nbc.com/

222. Omniture. (2009). Retrieved March 18, 2009, from http:///www.omniture.com/en/

223. Page rank checker. (2009). Retrieved March 18, 2009, from http://www.prchecker.info/ check_page_rank.phpwww.wkyc.com

225. The museum of broadcast communications. (2008). Retrieved March 18, 2009, from http://www.museum.tv/

226. Traffic @ NBC Universal Marketplace. (2009). Retrieved April 10, 2009, from http://www.nbcumarketplace.com/#Traffic/NBC

227. Using brand power to shape and evolve your organization. (2008). Retrieved March 18, 2009, from http://www.lathamandcompany.com/organizational_branding.htmwww.wkyc.com

228. Thank you!