Hemlock Grove - Digital Strategy Survival Guide

Hemlock Grove - Digital Strategy Survival Guide

Updated Mar, 1st 2013

<When to do when werewolves are striking>

Here is the link to my final project on SlideShare.

The KPI pyramid is screwed up for some reason when I upload to SlideShare.. But please feel free to comment!

Thanks again Julian for setting this amazing course up!

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The following are my personal notes when working on this assignment:

Content.com

Unique visitors: 39477807
Rank: 26

Monthly: up 9.3%
Yearly: 16.97%

No stat on 2013 yet, but went up from 36118864 in Nov -> 39477807 in Dec
Trending upwards after dip in August

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Quantcast.com

Male-Female: 91-109
25-34: 136
35-44: 128
45-54: 104
55-64: 114
65+: 113

No Kids-Kids: 110-89

0-50k: 91
50-100k: 101
100-150k: 105
150k+: 101

No college: 91
College: 106
Grad school: 111

Caucasian: 104
African: 99
Asian: 81
Hispanic: 84
Other: 86

Affinity (Movies):
comingsoon.net 5.8x (more likely to visit comingsoon.net than avg population)
Fox Searchlight 4.0x
Fandango 3.8x
Rotten Tomatoes 3.8x

Affinity (Video):
Hulu 5.0x
CBS 4.2x
NBC 4.2x
break.com 4.0x

Affinity (TV):
BBC America 4.8x
AMC 4.8x
CBS 4.2x
HBO Online 4.0x

Category Affinities:
Commerce/Movies 26.3x
Movies 11.1x
News/Information 3.3x
Music/Radio 3.2x
Events/Tickets 3.1x
Nonprofit 3.0x
Instant Messenger 3.0x
Fashion/Cosmetics 2.9x
Baby 2.8x
Travel 2.8x
Politics & Commentary 2.7x
Kids Education 2.7x
Science & Technology 2.6x
Car Rental 2.6x
Pets 2.6x

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Google Trends for Hemlock Grove

Interest over time worldwide goes from 24 in Dec to 100 in Jan (Netflix announcement)
Interest over time US goes from 20 in Dec to 100 in Jan (Netflix announcement) mainly in MN (100),Penn (30), NY (15), CA (12)

Google Trends for Walking Dead

Interest over time worldwide goes up and down but overall is trending up
Interest over time US goes up and down but overall is trending up. But highest is in Oct 2012 (100). Partial Feb 2012 is high too (98)
Highest at Nov 2012

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Google correlate

city creek, hunger games, drop 10, mission bowling, vampire curse

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Google Keywords

Desktop/Laptop:
Hemlock Grove - 5400 global monthly search
Netflix - 37,200,000 global monthly search
Walking Dead - 20,400,000 global monthly search
AMC - 7,480,000 global monthly search
Netflix movies - 823,000 global
Blockbuster - 2,740,000 global

Mobile:
Hemlock Grove - 1300 global
Netflix - 6,120,000 global
Walking Dead - 4,090,000 global
AMC - 5,000,000 global
Netflix Movies - 450,000 global
Blockbuster - 1,500,000 global

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Google adwords Contextual Targeting

Netflix - Watch instantly, free trial, box, on demand, streaming
Instant - watch instantly, instant, instant queue
android
xbox
wii
app - iphone app, mobile app, apps
hemlock grove - book, casting, campground
netflix series - house, original
thriller tv
house of cards
murder mystery
walking dead - merchandise, poster, book
werewolves - infomation about werewolves, origin, true blood werewolves, wiki
vampire vs werevolves

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Facebook

Hemlock Grove - 326 people likes, 20 people talking about
Walking dead - 15341311 likes, 1906144 talking about
Netflix - 3766454 likes, 30014 talking about
AMC - 410913 likes, 20842 talking about

Walking dead social game - 500k+ monthly users
Dead yourself app - 500k+ monthyl users

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Apps (17 matching - some are for comics, a lot are unofficial)

Walking dead (Dead Yourself) -
iphone only
4.5 raing
2 months
756 overall ratings with average of 4.5
Global ranking 248
top 22 in US
top 25 overall in 5 countries (Italy, US, Canada, Australia, Peru, Iceland) Brazil 47, Portugal 87
Sentiments: Positive 57%, Addictive 6%, Crashes 8%, Negative 11%
Initial release: Dec 20 ~100k global ranking
Spikes: Shortly after New Year's (~10,000) then after Jan 12 (~300)
1.1: Feb 2 ~100 global ranking
1.2: Feb 22 (plateaued)

Walking dead The games -
iphone/android
Ep1 free, 2-5 are paid
4 raing
7 months
30634 overal ratings with average of 4
Global ranking 660
top 24 in Brunei Darussalam
Global rank 36 on release
Global rank 2 on Price change from 4.99 to 0
Sentiments: Positive 46%, Addictive 14%, Crashes 15%, Negative 15%
Initial release: July 16
1.1: October 9
1.2: November 16

AMC mobile -
iphone
2 rating
~ 4 years
3503 overall ratings with average of 2.5
Global ranking 11632 (only available in US)

Netflix -
iphone/android
2.5 rating
~3 years
234911 overall ratings with average of 3.5
Global ranking 100
top 21 in US (Daily rank - 63 in US, 66 in Canada, 140 in UK)
Sentiments: Positive 21%, Addictive, 6%, Crashes 42%, Negative 43%
Initial release: Apr 1 2010

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