Tag social media

NBC Olympics Content #fail

A lot has been written about how seriously NBComcastUniversal takes their coverage of the 2012 Olympics, particularly the lengths to which it will go to protect the brand. The fear of pirated unlicensed, pirated content somehow slipping into the public consciousness has been driving a lot of what’s behind the planning for this year’s coverage.

Somewhere along the line, though, it appears that NBC has lost sight of the fact that piracy and unlicensed use of content is driven by one thing — demand. The Olympics are a big deal when it comes to content. NBC knows that and has invested tremendous resources into covering the games, but they appear stuck in a mindset that misses the potential to leverage all of that content to meet the demand.

Lance Ulanoff at Mashable offers up several examples. First, he wonders why Americans had to wait to watch the opening ceremonies:

Why, for example, didn’t NBC simply run the ceremonies live in the afternoon (at around 2:30 p.m. ET) and then run it again in the evening instead of trying to pretend that the opening ceremony hadn’t happened yet? NBC and the IOC’s attempt to control the flow of content and information failed almost immediately as participants and audience members started tweeting and Instagramming and, worse yet, at least one website started streaming pristine video live from the event.

It’s a great question. NBC appears so stuck with an outdated broadcast mentality that it totally missed an opportunity to increase the buzz surrounding the opening ceremonies. What if NBC streamed the ceremonies live across its digital platform when they were happening? They could have optimized that experience for the social media space, encouraged content sharing, and by the time it was prime time on the East Coast, the whole world would already be talking about an event that hadn’t even hit TV screens in the U.S. yet. NBC could have used its live stream of the opening ceremonies as a commercial for its broadcast coverage. Did they really think that people wouldn’t watch it on TV on tape delay if it had already been streamed live? That seems like a huge misunderstanding of the media landscape in 2012.

Ulanoff goes on to point out a huge missed opportunity by NBC to highlight some memorable moments:

As one memorable moment after another flickered before our eyes, we began to search for and share memorable moments. The Bond video, we found. It was cute watching the Queen play along as an equally dour-faced Daniel Craig gave his best stoic Bond performance as he led the aging monarch to a live appearance at the stadium in London.

NBC made sure to squeeze dozens of advertisements into the rerun. Again, we were fine with this. At least the spectacle was good and performances like Atkinson’s silly synth player, were viral gold.

Because it had been hours since the live performance, multiple versions of the Atkinson segment appeared on YouTube. None of them, though were official. This seemed odd, but Mashable, like other outlets selected the best one to share. Within minutes the video was gone and replaced by this message:

“This video contains content from International Olympic Committee, who has blocked it on copyright grounds.”

Other videos appeared, but soon succumbed to the same fate. It was a digital game of whack-a-mole.

In all this time, no official video from NBC. What were they thinking? Network execs had to know this was a gem and yet they couldn’t offer it.

How is it possible that NBC didn’t have its digital content chop shop serving up these viral gems for the world to watch and share? Did they really not think people would care? That’s a huge content #fail!

Reach Women by Reaching Moms

In the wake of my post yesterday on the stumbles and ultimate demise of Merlin Media’s FM News 101.1, this piece by Maryanne Conlin at MediaPost’s Engage:Moms blog seems prescient.

While many brands shy away from using Mommy bloggers or targeting digital moms because “they aren’t our target,” what I have found is that entrepreneurial mom bloggers have developed services that segment the mom market to a surprising degree. For a recent effort with a gourmet food product, we found reaching out to both top Foodies, as thought-leaders for gourmet cooking, and to “Mom Foodies” — the ones who would really end up buying the bulk of the product, was effective in not only drawing press (Foodies) but also Facebook Likes, Twitter Fans and all those great Pinners (moms).

Merlin set out originally to program an all-news station for women. I wonder if they ever thought about how to find out what that audience cared about.

(h/t @markramseymedia)

Four Easy Tactics for Becoming a Must-Follow Account on Twitter

Four Easy Tactics for Becoming a Must-Follow Account on Twitter

Taking a Look at Romney’s Social Strategy

Some of the Romney campaign’s social strategy is revealed in this profile of Zac Moffatt in The Atlantic. It’s clear that the 2008 Obama campaign completely reset the rules for campaigning, both in the primary season and the general election. There’s no doubt that 2008 Obama looked at the apparatus that Karl Rove had built for Bush in 2004 and decided to take it to the next level.

While it’s not clear if Romney can do the same in 2012, there are a lot of great lessons to be learned from examining what they are trying to do.

It’s particularly interesting to note that Romney — like Obama in 2008 — operates a digital campaign in multiple dimensions.

Romney’s strategy requires homing in on people we’re they live online — and often, in 2012, they can only be reached online. “We call them off-the-gridders,” says Moffatt. “We buy advertising for people who don’t watch live television any more. We have to find ways to get them to watch our video online. We have an active engagement with Hulu, with YouTube. We’re seeing that again and again in our polling and focus tests: people haven’t been seeing our TV spots, but they know what they are, because they’ve seen them on Hulu. It’s a testament to a new model of consumption. Governor Romney gets it. He’s on the road all the time. He doesn’t get to sit in front of the TV. He has his iPad, and when he gets home, he probably has a DVR that lets him skip ads. How else would we get to him?”

Gone are the days when campaigns can simply slap up a website with some photos, white papers, and a form to sign-up for an e-mail newsletter subscription. In swing states, the battle for votes at such a micro-level is almost mind-boggling.

Facebook Reaches the Majority

“Facebook is a mainstream platform now. It’s changed the way people communicate” and will change the way you run your station.” — Tom Webster, Vice President of Strategy and Marketing, Edison Research.

Arbitron and Edison Research have announced that their newest research project shows that 51% of Americans age 12+ are on Facebook.

What’s even more stunning is that Facebook has grown from just 8% in 2008 to 51% in 2011. It also appears that, when the full report is released in about two weeks, the growth of usage by 35+ will also be pretty significant.

Facebook’s LIKE Button and Specialized Content

Jack Riley is the digital media editor of The Independent, and in a recent lecture, he explained how The Independent is using Facebook’s LIKE button to push specialized content to users:

Riley explained how the process works:

  • Similar to a regular “Like,” Facebook button code is placed on a page and associated with an author or topic.
  • The “Like” button is connected to a hidden Facebook page, visible only to an administrator. When a user clicks the “Like” button for a writer or a topic on the Independent website, that creates a “Like” for the hidden Facebook page.
  • Using an external service, All in 1 Social, the Independent pulls a custom RSS feed containing related news and publishes it to the hidden page.
  • Facebook users who have liked the page then receive those updates on their own walls.

Facebook Reaches Majority of US Web Users

Facebook Reaches Majority of US Web Users