How NBC is taking Digital Marketing Data and generating Millions of Social Hits from it
Digital marketing analytics data is a goldmine for any brand in any category of business. NBC’s used social media and digital marketing strategies, based around their analytics data, to drive almost 20 million primetime viewers to its Winter Olympics coverage in 2018. When one couple this with the more than 1.85 billion minutes of live stream digital coverage, NBC delivered the biggest Winter Games coverage there’s ever been.
NBC generated millions of social hits – and this is important – by inviting the audience in for a conversation. NBC didn’t tell anyone to watch but instead focused on creating a conversation around the athletes’ stories and the games. As an example, athletes like US snowboarder Chloe Kim’s stories were shared highlighting the sacrifices they made to get to the Olympics, family and cultural background, and using the athlete’s own narration.
By buying human connections between individual audience members and the coaches or athletes, they gently created a desire for some to tune in. NBC arrived at this strategy by paying attention to social media marketing numbers, which show what content reaches an audience and which content doesn’t. As a small business with a far more limited budget than NBC has, analytics like this can help show you where to put your time, effort, and money.
NBC noticed in its social media numbers that using the same ad across all its social channels – Facebook, Twitter, and Instagram – produced higher engagement in each channel compared to customizing ads for each channel. Even though each platform skews to a different audience, uniform ads helped them create and sustain brand identity throughout the Winter Olympics. For your small business, although you may create a different ad campaign for each, a uniform presentation is something to be weighed.
NBC was also able to use its built-in audiences across each social media platform to showcase different approaches. On Instagram with a younger audience, more pop-culture references attracted attention compared to the older audience of Facebook which is where NBC published more in-depth storytelling based on trending athletes or subjects surrounding the Olympic Games.
NBC focused on the stories of unfamiliar names however with stories that were identifiable, such as immigrant stories, family stories, ambitious stories, athletes looking to make a comeback, those looking to make a mark in their first Olympic Games, and more. Specifically, a narrative of athletes overcoming adversity was used to create drama and interest the audience.
The channel also set up notifications to monitor the conversation surrounding certain athletes. So instead of focusing on the Olympic brand, they focused in on the human element. As an entrepreneur or small business owner, the way you promote your business has to do much of the same. Consumers want to connect with stories and human beings. Fortunately, every brand has a story and every company has human beings behind it. By sharing those stories and crafting narratives that get people invested in your brand, that’s how you qualify the interest of loyal consumers.
To maximize your social media campaign and digital marketing strategies, speak with Unlimited Exposure. Learning how to balance social media platforms and tapping into segmented audiences can help net big spikes in followers and revenues. See unique, personalized opportunities to expand your brand, generate high-performance posts, and achieve success across every platform. Join us today for more details!
