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GSUMMIT | April 2013

Jesse Redniss - Creating Long-Term Community Loyalty

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NBC/Universal was an early gamification pioneer, using the techniques to drive unprecedented engagement with fans across a wide range of properties and brands. Now, after several years of implementing these techniques, the company's USA Network continues to set the standard for major media brands. In this energizing talk, NBC/Universal SVP Jesse Redniss shares the insights, challenges and keys to success for their blockbuster fan engagement programs.

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  • 1. GSUMMIT | April 2013

2. Television Entertainment has changedTele-Vision: One way window into another worldTell-A-Vision: Social comes of age and people SHARECreate-A-Vision: UGC is front and centerCo-Create-A-Vision: CREATED WITH APPROACH 3. With a hand-crafted approach, our mostseasoned executive producers discussthe importance of multiplatform contentexperiences and the role that they playin fostering, shaping and maintaining ashows following.Our "Created With" ApproachA Word from our Award-Winning ProducersAARON KORSCH,DAVID BARTISSUITSJEFF EASTINGRACELANDMATT CORMAN, CHRISORD, DAVID BARTISCOVERT AFFAIRSJEFF EASTINWHITE COLLARCHAPTER II: THE BEST OF 2011 2012 4. RETURN 5. USANetwork.com visitors are more likely than theaverage online audience to engage in social mediaUSAs Viewers AreMaking Mass ConnectionsTHEY HAVE 4 OR MORE SOCIALNETWORK PROFILES:223INDEXTHEYVE BECOME AFAN/FOLLOWER OF A:CELEBRITYBRAND% COMP INDEX16% 19131% 186Source: @Plan Q2 2012 6. USANetwork.com visitors are more likely than theaverage online audience to engage in social mediaUSAs Social Networkers AreMaking Mass ConnectionsTHEY ARE SOCIALLY ENGAGEDPUBLISH BLOG ONBLOGGING SITEMADE ACOMMENT/POST ONFORUMS/GROUPS/MESSAGE BOARDVISIT A BLOGOTHER THANYOURSPOSTLINKS/ARTICLES/VIDEOS/WEBSITESREAD/VIEWEDSOCIALNETWORKINGSITES249 249199 180130Source: @Plan Q2 2012 7. USA Network inspires more fans and followers than the competition, with over17 million Facebook fans and Twitter followers to the official show pages and handlesUSA Draws Fans & FollowersTWITTER FOLLOWERS 581,266FACEBOOK FANS 1.2MUSANETWORK.COM & MOBILE 3.5MUSA NETWORK ON-AIR 36,373,000SOCIAL MEDIA MENTIONS 5MSource: Omniture 1/1/12-11/30/12; Facebook Fans and Twitter Followers as of 12/3/12; Nielsen, 1/1-11/18/12, reach based on P2+, all episodes, 6 minute qualifier, L7 data, Trendrr for social media mentionsRETURN 8. USA Network and Lexus partnered to bring the premiere of the sophomoreseason of USAs hit original series Suits, and a five-week transmediaexperience, Suits Recruits to our loyal fans.USA Anywhere AppSuits RecruitsTransmedia ExperienceRETURN 9. THE SUMMER OF SUCCESSSUITSTRANSMEDIA EXPERIENCEWHITE COLLARSOCIAL GAME & SWEEPSTAKESPSYCHTRANSMEDIA EXPERIENCECOVERT AFFAIRSBRANCHING NARRATIVE 10. RETURN