25. Camaraderie: Hang with ‘em.
“I feel Iike for the first time, I really
GET what SW is all about, it's not
about marketing to you guys and
shoving our products down your
throat, its about being a part of a
community and making sure we
connect with you on a 1x1
level….Thanks for keepin’ it real.”
43. Case Study: Conversation
Building buzz for MDM without an announced product.
Timely topic.
Educational
content.
Beyond education
to conversation.
User content: “IT
pros like me…”.
Lots of personality
(the bacon suit!).
Practices.
Not products.
44. Case Study: Conversation
Building buzz for MDM without an announced product.
Spice U Webinar Spiceworks Live! Interop Session
• 2,000+ Registered
• 1,000+ Attended
• 790+ Live Attendees • 190+ Attendees
• Standing Room Only
45. Case Study: Camaraderie
Make product training something users relished.
Content with a
human touch.
Taught by fellow
IT pros.
Injected plenty
of humor.
Took training
on the road.
Kept costs low with
franchise model.
Focused on most
impactful classes.
46. Regional Online
• 2,000+ students/year
• 45% usage lift
• Franchise model w/minimal costs
• 10,000+ students/ year
• 15%+ usage lift
• Very low costs and lots of scale
Case Study: Camaraderie
Make product training something users relish.
47. Case Study: Candor
Start doing right by our MSP users.
Owned up to
the situation
and had an
honest dialogue.
Put them
at ease with
videos. And
bacon.
Sought to
understand.
48. Relationship New Initiatives
• Build trust and excitement
• MSPs feel “heard”
• “Best of” content
• SpiceWorld track
• New user email
• More…
Case Study: Candor
Start doing right by our MSP users.
49. Case Study: Creativity
Making cool videos. Fast & on a budget.
Streamlined
production/
creative burden.
Ungated:
engage, then
drive usage.
Used real
people.
Mistakes are okay
– humanizing.
Creating tons of
“snackable” content.
50. Video Results
• Produced 10+ videos in <1 month
• Average time on /tutorials: 15 minutes
• Great content for campaigns & support
Case Study: Creativity
Making cool videos. Fast & on a budget.
51. Case Study: Comedy
Standing out in a sea of booths.
Designed to draw
people in…with
fun... And zombies.
Videos were
a huge hit.
Game show and
money machine
drove tons of traffic.
Real people… not
actors. Authentic.
52. Interop Show Results
• Constant booth trafic
• 40+ people participating & watching game
• 300+ packed SpiceParty
Case Study: Comedy
Standing out in a sea of booths.
53. Case Study: Content
Engaging new users right from the start.
Reduced from
5 emails to 1.
Consistent experience
across email and web.
Focused on excerpts of
relevant topics.
Testing & segmenting
like crazy.
54. Community Series
• Open Rate: 23% à 30%
• Click-through Rate: 16% à 33%
• Unsub Rate: 1.35% to .65%
• Excerpts perform 2x better
Case Study: Content
Engaging new users right from the start.