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