hbo presentation alex darin
TRANSCRIPT
HBO, It’s Not TV. It Needs Subscribers
Subscribers are the main source of revenue for HBO
Alex Darin
So What’s the Problem?
Subscribers are declining. Lost 1.6 million in 2010
People want to watch shows at their own leisure
HBO GO – It’s HBO, Anywhere
Implementing a Social Media campaign to increase awareness of HBO’s new streaming service
Evaluating Success
Regain the 1.6 million subscribers they lost in 2010
Double number of HBO GO users (4 million currently, only 14% of HBO subscribers)
Twitter and Facebook
Promote HBO GO after shows premiere
Links, Retweets, and anything else to remind the customers
Search Engine Optimization
HBO GO MUST be better optimized for relevant keywords
Adwords
Streaming TV $1.38 CPC
Streaming Movies $1.54 CPC
Movies Online $1.16 CPC
Streaming services $4.43 CPC
Watch TV shows $0.75 CPC
Display Ads
YouTube advertisements Advertise on popular blogs about
movies, television, and boxing
Budget
HBO spent over $10 million on just Boardwalk Empire advertising this year
If 1/4 convert, need to draw 6.4 million to convert 1.6 million. At average of $2 per click it will cost....
$12,800,000…. or $1.07 million a month
Timeline
Dec-Feb15%
March-May20%
June- Aug40%
Sep- Nov25%
Budget