Digital Strategy & Content Marketing
NBC Sports Bay Area x @NBCSAuthentic
Project Overview / When I joined NBC in 2014, the network was in need of a social media strategy. The goal was to create a relevant, successful online brand and grow NBC’s social presence (@NBCSAuthentic).
My Role / I was lucky enough to wear all the hats and handle every aspect of NBC’s digital marketing. My responsibilities included building NBC’s social team, digital / content strategy, content ideation / execution and social media account management.
My goal was to establish an organic content strategy and develop NBC’s brand voice while focusing on converting younger audiences to viewers. Everything I did was focused on engaging -> growing -> monetizing. I did this by connecting with the Bay Area fan base by focusing on original, exclusive, move-the-needle content.
Results / Increased NBC’s Instagram followers by 3,411% (9K -> 340K) Increased digital revenue by over 200%
Here are some strategic tactics I used to drive exceptional viral content 👇
@NBCSAUTHENTIC STRATEGIC TACTICS / CONTENT EXAMPLES
Creating Thumb-Stopping Visuals / Thumb-stopping visuals stopped fans in their tracks. They stopped scrolling and were drawn into the content, differentiating the NBC brand in the crowded digital space and enticing fans to connect with the brand.
Leveraging High-Energy Moments / I prepared high-quality content focused on the “big” moments when emotions were the highest ... yielding the largest volume of social engagements.
Showcasing A Consistent Brand Voice / Consistency is key in creating a brand voice. NBC’s voice -- dedicated to the Bay Area fan -- was evident in every caption and every piece of content. This specific piece of content trolls one of the Bay Area’s biggest rivals, generating enormous engagement numbers.
Making It Easy For Fans to Engage / I strived to make NBC’s social easy for fans to interact with. By elevating the content and creating a meaningful conversation, fans were eager to continue to engage with the brand.
Developing Exclusive Content / Nothing beats original content. NBC has a fantastic relationship with teams and athletes, so I leveraged those relationships to create viral content.
Generating A Buzz / Hitting on trending topics created the most buzz, helping NBC reach its objectives of generating shares and engagement.
