Orange is the New Black

Marketing Goals and KPIs

The season finale of Orange is the New Black is scheduled to air on October 1, 2015.
We plan to build the shows following over the course of the season in order to ensure a
huge viewership for the final episode, and set the show up for further success in season
4.

Online Marketing
The primary goal of our online marketing efforts are to drive viewers to watch the TV
show - preferably live as it airs. To that end, we also want to sustain as much
engagement as possible with the website, mobile app and social media streams. Many
TV viewers use multiple screens to enhance their experience as they watch, and
research has highlighted the importance of social conversations in attracting new
viewers to a TV show.
Our online marketing will feature:
A Facebook page where fans can discuss art and illustrated quotes from the show
Opportunities to engage with cast members via Twitter, including:
Fan competitions that will be judged by cast members
Cast members live Tweeting selected episodes, answering questions and
giving behind-the-scenes insights into the episode as it airs
Paid articles about prison conditions in several established online publications
(which will link to the show)
Paid series reviews in influential blogs and online publications
Paid Facebook and Twitter ads

Goals
Our goals for our social media marketing efforts are:

Increase our total number of followers by 60% by October 1.

Increase the average number of combined Facebook and Twitter comments per
month by 80% by October 1.
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Increase the average number of combined Facebook and Twitter shares/retweets

per month by 80% by October 1.

Increase the domain authority of the website and mobile app page by 30% each
(as calculated by Moz)

KPIs, Metrics and Analytics Tools

The following KPIs are key to evaluating the performance of our online marketing
efforts:

Relative conversation rates on Twitter and Facebook respectively - this is # of

shares/ (# of posts * # of fans) * 1000. This formula lets us compare the
engagement of our followers to those of competitors with different numbers of
followers (see TrueSocialMetrics documentation for details).
Number of comments on Twitter and Facebook posts (separate and combined)
Relative amplification rates on Twitter and Facebook on Facebook and Twitter this is calculated in the same way as relative conversation rates above.
Number of Twitter and Facebook shares/retweets (separate and combined) .

We will use TrueSocialMetrics to track these KPIs, as well as to conduct competitive

analyses, and examine patterns that tell us what kinds of content generate the most
engagement.
Though less important to our overall goals, the following metrics will also help us make
decisions about our online marketing as the campaign progresses:

Social media reach (number of followers)

Unique visitors to the website and app store page via social media
Unique visitors to the website and app store via paid articles
Quality of referrals from social media (see website and mobile app sections for
details)
Popularity of hashtags related to the show (such as #OITNB), as calculated by
Hashtagify.

Data on these metrics will be gathered through Google Analytics, apart from the social
media reach, which is clearly indicated by Facebook and Twitter. Well use Google
Analytics Social Reports to analyze the quality of our social media referrals to our web
properties in terms of conversions (see Website and Mobile App sections below for
details). Hashtagify will be used to track the popularity of individual hashtags related to
the show. This will not only include the hashtags we generate, but also related hashtags
that emerge from the community (Hashtagify includes fairly robust tools for discovering
connected hashtags).
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TrueSocialMetrics offers a 30-day free trial, during which we will do the final assessment
of their suitability for our purposes. Hashtagifys free tools may be enough for our
purposes, given the expertise we have on staff.
Questions we will ask TrueSocialMetrics staff (or answer from our own observations):
What sets you apart from free tools?
What data capture mechanisms do you use?
How are we able to segment data with your tool?
How easily can we export data into our own system? Will we be able to export
raw data? What happens if we cancel our subscription?
Can I integrate data from other sources into your tool?
What new features is your company working on for the near future?
Why did the last two clients you lost terminate the relationship? May we contact
one of those clients?

SEO Plan
Our online marketing strategy is vitally important to our overall SEO strategy in driving
visitors to the official website and mobile app, and increase the organic findability of our
web properties:

More activity on Facebook and Twitter correlates to higher search engine ranking

More publicity via social media shares and paid advertising helps attract organic
backlinks to our web properties

Social media posts provide additional findable content, and will be optimized for
SEO (as well as human appeal and shareability) by writing descriptive content
and including images in original posts and tweets.

Twitter and Facebook also function as search engines for their users

Facebook and Twitter ads, as well as organic posts, will boost traffic to the
website and app store page.

Paid articles in high-quality online publications and blogs add high-value backlinks

Hashtags will include #OITNB, #OrangeIsTheNewBlack, hashtags related to

specific events, such as #OITNB20Questions,

Data Visualization and Analysis

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A note on data analysis: although weve set overall goals that apply to social
engagement across all platforms, we will analyze Facebook and Twitter data separately
as well as in the aggregate. This is vital to deriving actionable insights into how to focus
our social media efforts, and also which social media posts will benefit most from being
boosted by paid promotions.
Acquiring and retaining followers
We will use TrueSocialMetrics follower
growth trend graph to measure and
analyze this metric - they represent the
data as a line graph with # of followers on
the y axis, dates on the x axis, and lines
representing the number of followers, and
a moving average.
Numbers of shares and comments per
month:
We will visualize this as a line graph, with months on the x axis, total numbers for each
month on the y axis, and colour-coded lines for each metric. For claritys sake, well use
two graphs: one showing comments (on Facebook, on Twitter, and total) and one
showing shares (on Facebook, on Twitter, and total).
Relative conversation and amplification rates:
We can represent and analyze these in a simple table, but also using the following
visualizations to drill down into comparisons between individual posts, between different
types of post, and between our performance and industry standards.
Individual post effectiveness:
We want to understand which of our
posts attract the most engagement, as
that will help us craft high-performing
future posts. We like
TrueSocialMetrics bubble graph for
this - it shows the date on the x axis,
one engagement metric (for our
purposes, either comments or shares)
on the y axis, and another
engagement metric (comments or
shares) is visualized using bubbles of
different sizes. Hovering over each
bubble reveals the content and metrics for that post.
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TrueSocialMetric also shows a third engagement metric (likes), and assigns a colour
code to each bubble in order to represent all three metrics at the same time. Weve
chosen to focus only on conversation and amplification, so we would eliminate the
colour variable. The two options for this visualization would therefore be number of
comments on the y axis and number of shares represented by bubble size, or else the
reverse.
We will also want to create a similar view that isolates posts relating to our paid articles,
in order to measure the effectiveness of this marketing tactic in generating social
engagement.
Content segmentation:
We want to understand what kinds of content generate the most engagement. Well use
TrueSocialMetrics to show the data in a table, and also uses colour-coded bars to
represent how well each type of content compares with either the average across all
types that youre examining, or against the best-performing type (average vs.
maximum).
Well segment our content in
two ways, in addition to
platform (in each case,
Facebook and Twitter data will
be analyzed separately).
By media type:
Text only
Photo
Infographic
Video
By content type:
Illustrated quote

Art

Live tweeting posts by each cast

member
Live tweeting posts by non cast
members
Tweets related to contests
Industry benchmarks:
TrueSocialMetric provides industry
benchmarks, and we will use these to
compare our conversation and
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amplification rates to industry standards using a simple table, which includes a visual
representation of the comparison as a percentage and a colour-coded bar (green
meaning we compare favourably with industry standards, yellow meaning we fall
somewhat short, and red meaning we fall very short.
Referral sources:
We will pay careful attention to where traffic to our website and app store pages is
coming from, and how likely visitors from each referral source are to a) download and
become an active user of the app, or b) spend at least 4 minutes exploring the website.
This information is important to measure the effects of both our organic and our paid
online marketing, and understand which influencers to build or strengthen relationships
with. We will segment this data by referral source categories (organic social media, paid
social media promotions, organic search, paid articles on prison conditions, paid
reviews, etc.) as well as by specific URLs and posts.
See the App and Official Website sections below for how we will visualize referrals to
the website, and evaluate the quality of traffic from each source.

Measuring ROI
In order to measure the ROI of our online marketing efforts, we will assign the following
monetary amounts to our social media activity, based on our research into how social
media activity corresponds to TV viewership, and the resulting value of TV commercial
spots:
$0.60 per new social media follower
$5 per comment
We will measure the ROI separately for the following marketing efforts:
Facebook
Twitter
Paid articles (measured based on social media post comments, with a share of
total new followers attributed to this part of the campaign)
All of these values will be credited to online marketing efforts on the following basis,
except in the case of hashtags relating to the app (see Mobile App section for details of
how those values will be credited):
40% - efforts to boost social media organically, including live tweeting broadcasts
and running social media contests
20% - promoted posts
20% - paid articles and reviews
20% - website

Mobile App - OITNB Twitter Questions

We have developed an Orange is the New Black app, which features the classic Which
character are you? quiz with a twist: at the end of the quiz, the app user is given the
option to post a card to Twitter. The post urges viewers to Guess which Orange is the
New Black character I am in 20 questions! and is tagged with #OITNB20questions The
card includes an image of a blurred-out face in the foreground, and a prison yard in the
background. The app will provide a another card with instructions that the user tweet it
after one of their friends guesses correctly - it features a photo of the correct character.
The app will include a second, simpler quiz, which will update at some point during each
weeks episode. The quiz will simply ask the user to make a short, specific prediction
about the how the rest of the episode will unfold (for example, Who will catch the
chicken?) and invite the user to add their answer and tweet the card, with a new
hashtag each time (#OITNBchickenhunt).
The app is designed as a fun way to engage fans of the show, and increase the shows
social media presence. It will also include unobtrusive and smoothly integrated content
from our advertising sponsors, so that brands airing ads during the broadcast can also
offer viewers further information on their mobile device.
The app will be available on both iOS and Android.

Goals

500,000 weekly active users by October 1 (ie. users who open the app at least
once per week)
a weekly 10% increase in the popularity score (as calculated by Hashtagify) of the
weekly questions
a peak popularity score of 100 for #OITNB20questions, by October 1

KPIs, Metrics and Analytics Tools

We will measure our goals using the following KPIs:

number of weekly active users

popularity scores for #OITNB20questions and each weekly question hashtag, as
calculated by Hashtagify

The following metrics will also be important in diagnosing issues related to our progress
towards our goals:

percentage of users who complete the Which character are you? quiz
percentage of users who tweet the 20 questions card
percentage of users who view each weekly question
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percentage of users who tweet their answer to each weekly question

conversation and amplification rates for app-generated tweets (as calculated by
TrueSocialMetrics)
median session length
age, gender, and cross-app usage (note: we are currently in discussions with our
advertising partners to determine which specific user profiles we should be paying
closest attention to)
app store reviews
number of weekly downloads

We will use Flurry to track analytics related to app usage and user information, and
Hashtagify to measure the popularity of app-related hashtags.
We like that Flurrys widespread use means that many people, including members of
our own team, are familiar with it. We also like that its free. However, since we will be
investing our own time into implementing Flurrys data tracking solution, we will seek to
confirm the following:
What kind of support is available
How we will be able to segment data
What options we have for exporting data to our own systems
Whether we can integrate data from other tools into their system
For Hashtagify, we like the way they visualize related hashtags, but will want to clarify
the following:
We can view weekly and monthly trends for hashtag popularity, but can we
examine smaller time increments (daily trends? hourly trends?) - this is important
because we want to potentially see how people are using the app during the
broadcast
If Hashtagify cannot do this, hashtags.org definitely can, and we will use their
services instead

SEO Plan
Research suggests that a large majority of apps are found through app store searches.
We therefore want to optimize our app pages on iTunes and Google Play to be findable.
We specifically want to target people who are searching for a light, entertaining activity.
In addition to the name of the series, our research suggests optimizing for the following
keywords:
fun quizzes
tv quizzes
social games
twitter games

We will also build backlinks through paid app reviews and promoting the app
strategically on social media to attract organic reviews and links.

Data Visualization and Analysis

Hashtag Popularity Trends
To see and understand the progress we make
towards our mobile app goals, we will use a
simple line graph to plot the changing popularity
of our weekly question tags and our 20 questions
tag. We will build a graph with time increments
along the x axis, and Hashtagifys popularity
rating on the y axis. Time increments can be
zoomed in and out, to show monthly, weekly,
daily and hourly trends.
Its also useful to view trends in a table showing the hashtag, popularity, and weekly and
monthly trends using red down or green up arrows to signify the direction of the trend.
App Usage
We will want to understand not only our rate
of app installs, but also what portion of those
app installs accounts for weekly active users.
We also want to know how many people are
using the app during the broadcast. Finally,
we want to know the percentage of app users
who post app content to Twitter.

We will examine trends in daily active users/current installs using a line graph. Time
increments along the bottom show weekly increments, with each point on the graph
representing the weekly broadcast time
(and note any weeks in which there was no
new episode). The y axis will show number
of weekly active users on one side, and the
percentage of current installs that account
for weekly active users on the other side.
Two colour-coded lines will represent each
of these datasets.
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We will use Flurrys own tools to monitor rolling retention rates of users, and determine
what percentage of app users continue using
the app week after week, and where app
usage drops off. In our analysis, weekly use
is more significant than daily use, because
we would ideally like to see users using the
app as they watch the show. Flurry
represents this as a bar graph that shows
the percentage of weekly users who
continue using the app each week after the
initial install (so we can see, for example,
what percentage of users are still using the
app weekly 5 weeks after installing it).
We will also set up a visualization similar to the one Google Analytics uses to track the
movement of users through an app or website, so that we can pinpoint where in the app
usage may be dropping off, and take a closer look at the user experience. This
visualization highlights the sequence of actions users take after opening the app, We
will be able to see not only what percentage of users went on to perform the desired
action (tweeting app content), but what routes they took to get there. Hovering over
each node lets us compare how many users dropped off there, and how many users
continued through.
Referral sources:
One important feature of the app usage visualization is the ability to filter by referral
source. This will allow us to see the percentage of referrals from different paid and
organic online marketing efforts that actually become regular app users.

Measuring ROI
As described earlier, weve assigned the following monetary value to social media
engagement:
$0.60 per new social media follower
$5 per comment
Weve assigned a further value to weekly app usage, based on our analysis of in-app
advertising revenue and engagement value:
$3 per install that results in at least 2 weeks of daily use
$5 per install that results in at least 3 weeks of daily use
$10 per install that results in 4 or more weeks of daily use

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The app itself will receive 80% of the ROI credit for the value of the app usage and apprelated hashtag engagement, with the rest of the credit going to the various app
promotion efforts.

Official Website
The shows official website - oitnb.com - is a hub where fans can read about the show,
the cast and crew, and the characters. They can also access exclusive web videos,
episode guides, press reviews, and TV broadcast schedules and channels for their
location. Long-time fans can return to catch the latest news, and new fans can use the
web content to orient themselves if they enter in the middle of a season or episode.
Fans can subscribe to the sites news feed, and get updates delivered to their inboxes.
Full episodes will be available to watch on the website 2 weeks after their air date.
These will be accompanied by TV ads, generating additional advertising revenue. Each
season will become unavailable 2 weeks after the season ends.
We want the website to increase audience engagement, and lower the barrier of entry
for new fans faced with a multitude of characters and storylines. We would expect
visitors to spend time browsing content, as opposed to quickly completing a task.

Goals

80% increase in unique visitors who spend at least 5 minutes on the website by
October 1
800,000 subscribers to the news feed by October 1
an average of 1,500,000 full episode views per episode by October 1 (1 view =
unique viewer spending at least 20 minutes spent watching the video)

KPIs, Metrics and Analytics Tools

KPIs:

Unique visitors
% of repeat visitors
# of news feed subscribers
Time on site (session duration)
# of video views
average length of video views
% of video watchers who watch for at least 20 minutes
Bounce rate

Other metrics that will help guide our evolving content and marketing strategies:
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Time on page (per page)

Referral sources
Depth of visit (# of page views per session)
Visitor age, gender, interests and location

We will be using Clicky to track the KPIs and metrics above. Weve chosen Clicky over
Google Analytics free tools because Clicky offers real-time metrics, as opposed to
Googles one-day delay.
To ensure that Clicky meets our long-term needs, we will ask the following questions:
What data capture mechanisms do you use?
What is the total cost of ownership of your tool?
What kind of support do you offer?
What options do we have for exporting your data into our system?
What options do we have for integrating data from other sources?
What new features are you working on now?
Why did you loose your last two clients you lost end the relationship?

SEO Plan
Our SEO strategy includes building high-quality backlinks, optimizing for relevant search
terms, and driving high quality traffic to the website (meaning users who will spend time
exploring content, resulting in higher session lengths and page views per session). This
includes:

Using paid articles and review to build backlinks from unique domains. This
means well focus on getting as many backlinks from different entities as possible,
as opposed to concentrating on a small number of blogs or online publications.

Ensuring that paid promotional content links to the most relevant parts of the
website. For example, we will have a page featuring introductory content and a
trailer for the show. Links in paid show reviews and articles should direct visitors
here. By contrast, content aimed at existing fans might point its links at the news
feed page.

Paid promotional content should be optimized for one or more of the following
search terms:
best tv shows now
best tv shows 2015
tv shows about prison
lgbt tv shows

Official website content should be optimized for existing fans to find key content
easily, using character names, episode-related keywords, and content -related
keywords (eg. orange is the new black wallpaper)
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HTML will be optimized for SEO, including

title tags incorporating target keywords that match the most likely searcher
intent for that page (eg. bio of piper will be tagged with piper orange is the
new black)
all pertinent website information registered with Google using Googles
Webmaster Tools

We will conduct further competitive research using Spyfu to analyze the

keywords of competitors, such as HBOs Oz and other similar shows

Data Visualization and Analysis

Referral sources and visitor behaviour
We want to compare the quality of website
visitors from different referral sources. We
can use an area graph to visualize this
comparison over time, with time represented
along the x axis, number of unique visitors
who spend > 5 minutes on the site, and
each referral source represented by a line
with a colour fill representing the difference
between each source. We can make a
similar graph to compare number of
subscriptions by referral source, and number of video views by referral source.
Visitor paths
We will again adapt Google Analytics user
behaviour flows to visualize how people are moving
through our website, paying special attention to the
paths users take to achieve website goals (or not).
Again, we will be able to isolate and view traffic
patterns for visitors who watched at least 20
minutes of a video, subscribed to the news feed, or
spent different lengths of time on the site (we will
segment time spent on site by < 1 minute, 1-4
minutes, 5-9 minutes, and > 10 minutes).
Visitor profils
Well use pie charts to break visitors down into demographics (age, gender, interests).

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Measuring ROI
We have assigned the following monetary values to website activity:
$0.20 per unique visitor who spends at least 5 minutes on the website
$3 per news feed subscriber
$5 per video view of at least 20 minutes
50% of the credit for these values will go the the website, 25% will go to the referral
source, and 25% will be divided among the other promotional efforts (50% will be
divided among all promotional efforts in the case of referral sources we did not invest in
directly).

TV Broadcast
We plan on increasing the total viewership of the October 1 season finale by 70% over
the total viewership for last seasons finale. We will achieve this by steadily building the
shows fan base throughout the season, creating brand evangelists who will talk about
the show with others in real life, and on social media.
It is increasingly common for TV viewers to divide their viewing time between different
screens, and we want to ensure that the shows mobile experience is rich, inviting, and
produces lots of conversations.

Tracking the Multi-Screen Experience

We plan to create a real-time visualization dashboard that we can monitor during each
broadcast. This dashboard will show:

A table indicating hour-by-hour popularity trends for hashtags relating to the show
A Twitter feed of replies to whichever cast member is live tweeting the episode
A Twitter feed of tweets relating to the apps weekly question
A feed of new posts and replies on the shows Facebook page
Moving line graphs measuring page views for key pages in the app or website (for
example, our sponsors might want to see if there are synergies between the
content they have on our app, and the content they broadcast during a
commercial break)

We predict that as the volume and level of engagement we see online increases, so too
will the shows TV viewership. We will visualize these results on a graph, where
time is on the x axis
TV viewership is on one y axis and represented by a series of bars (one for each
episode aired)
relative conversation and amplification rates for all social media are on the other y
axis, and represented by a line for each value

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