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Top 5 Forum Insights That
Changed Our Business
TEXTUREMEDIA
2.7M
Unique visitors a month
25M
Unique visits in 2013
500K+
Loyal email subs
$1B+
Spend annually on hair
car...
TEXTUREMEDIA
2.75M
Average FB Post Reach
11M+ MONTHLY INFLUENCER REACH
200
Pieces of content
8M
Emails sent
4.5M
YouTube 
...
1998 – 1 Little v-Bulletin Forum "
NaturallyCurly.com Launched a Movement
•  2 curly journalists 
•  Multiple mimosas
•  O...
2014 – Forum & App
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
2014"
Articles"
Videos"
Styles"
Reviews"
Tutorials"
DIY Recipes"
Giveaways"
Q&A
TMI$%$Top$Forum$Insights$that$Changed$our$...
2014 – Commerce 
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
2014 – Stylist Community
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
2014 – Life & Hair Blog
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
So, how did we go from there…
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
MEDIA & COMMERCE$
MARKET INSIGHTS & DATA$
Social, mobile, video, email, photo, Q&A, sampling
30,000+ UGC product review da...
Top 5 Forum Insights "
That Changed Our Business
“Worry about content… content is king… unless
your content is engaging, t...
1. Stay true to the community language
Even if the market doesn’t consider it, it
eventually will.
TMI$%$Top$Forum$Insight...
“Every organization willing to radically reconceive itself for
the Web should look at NaturallyCurly.com” 

--April 2010 N...
Our language = hair type
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
Products can transcend "
hair type & skin color
2011/2012"
Target’s Beauty & Hair Care Aisle
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
2013/2014"
Target’s Hair
Care Aisle 
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
--April 2014
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
2. Give community tools to "
create beyond the forum "
Create more meaningful and shareable
content in and outside the for...
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
Growing database
of 30,000 product
reviews for 10,000
products
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
Reviews drive product purchase
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
56% increase in
orders when a beauty
pr...
Same goes for stylist review db
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
Productize community passion for product + your
expertise = shareable seals
TMI$%$Top$Forum$Insights$that$Changed$our$Busi...
2013/2014"
Target’s Hair
Care Aisle 
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
“Hey, NaturallyCurly,
can we use ...
3. Leverage community
conversations to capture insights
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
Introduc;on$
Key$Objec;ves$
Methodology$
Study$Highlights$and$Implica;ons$
Detailed$Findings$
Appendix$
Cosme&cs,)Skin)Car...
TextureTrends further positions us as
thought leaders in our space
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
4. Identify the rising stars
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
Identified a rising star that now
represents 25% of our traffic
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
Rising stars can mean products too
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
5. Carry the conversation other
places. It’s OK.
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
8% of
monthly visits
sourced from
social

Gain 50K new
social
followers
each month
TMI$%$Top$Forum$Insights$that$Changed$o...
Break out the tissue, and the analytics
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
As social followers grow…
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
… so does our reach
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
0$$
20,000$$
40,000$$
60,000$$
80,000$$
100,000$$
...
Top 5 Forum Insights That Changed
Our Business
1.  Stay true to the language
2.  More tools in community hands
3.  Leverag...
You are the expert in “_______”
•  You’ve got community to back you up
•  And more content than community
•  Go build rela...
PS: You haven’t lived until you’ve
attended a hair & beauty show
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
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ForumCon: Top 5 Forum Insights that Changed our Business, Crista Bailey

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ForumCon 2014

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Transcript of "ForumCon: Top 5 Forum Insights that Changed our Business, Crista Bailey"

  1. 1. Top 5 Forum Insights That Changed Our Business
  2. 2. TEXTUREMEDIA 2.7M Unique visitors a month 25M Unique visits in 2013 500K+
Loyal email subs $1B+ Spend annually on hair care products Source: Google Analytics THE LARGEST SOCIAL PLATFORM THAT ACTIVELY EMPOWERS AND ENGAGES A DIVERSE COMMUNITY OF FEMALE INFLUENCERS IN HAIR CARE
  3. 3. TEXTUREMEDIA 2.75M Average FB Post Reach 11M+ MONTHLY INFLUENCER REACH 200 Pieces of content 8M Emails sent 4.5M YouTube Source: Facebook, YouTube, Instagram 1.1M Instagram
  4. 4. 1998 – 1 Little v-Bulletin Forum " NaturallyCurly.com Launched a Movement •  2 curly journalists •  Multiple mimosas •  One 12-year-old web designer •  $300 investment •  1 big idea •  Passion/”Concern” TMI$%$Top$Forum$Insights$that$Changed$our$Business$ 1980s curly “helmet” hair
  5. 5. 2014 – Forum & App TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  6. 6. 2014" Articles" Videos" Styles" Reviews" Tutorials" DIY Recipes" Giveaways" Q&A TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  7. 7. 2014 – Commerce TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  8. 8. 2014 – Stylist Community TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  9. 9. 2014 – Life & Hair Blog TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  10. 10. So, how did we go from there… TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  11. 11. MEDIA & COMMERCE$ MARKET INSIGHTS & DATA$ Social, mobile, video, email, photo, Q&A, sampling 30,000+ UGC product review database Consumer data & market insights { { … to here?
  12. 12. Top 5 Forum Insights " That Changed Our Business “Worry about content… content is king… unless your content is engaging, there’s no community to monetize on.” #ForumCon — Caroline Abellar (@thinkcaroline) June 13, 2013 TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  13. 13. 1. Stay true to the community language Even if the market doesn’t consider it, it eventually will. TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  14. 14. “Every organization willing to radically reconceive itself for the Web should look at NaturallyCurly.com” --April 2010 NY Times Sunday Magazine I$get$it!$ I$don’t$get$it?$ TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  15. 15. Our language = hair type TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  16. 16. TMI$%$Top$Forum$Insights$that$Changed$our$Business$ Products can transcend " hair type & skin color
  17. 17. 2011/2012" Target’s Beauty & Hair Care Aisle TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  18. 18. 2013/2014" Target’s Hair Care Aisle TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  19. 19. TMI$%$Top$Forum$Insights$that$Changed$our$Business$ --April 2014
  20. 20. TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  21. 21. 2. Give community tools to " create beyond the forum " Create more meaningful and shareable content in and outside the forum TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  22. 22. TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  23. 23. TMI$%$Top$Forum$Insights$that$Changed$our$Business$ Growing database of 30,000 product reviews for 10,000 products
  24. 24. TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  25. 25. TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  26. 26. TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  27. 27. TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  28. 28. Reviews drive product purchase TMI$%$Top$Forum$Insights$that$Changed$our$Business$ 56% increase in orders when a beauty product’s # of reviews went from 1 to 15, and rating went from 3.5 to 4.5 stars Source: Bazaarvoice
  29. 29. Same goes for stylist review db TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  30. 30. Productize community passion for product + your expertise = shareable seals TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  31. 31. 2013/2014" Target’s Hair Care Aisle TMI$%$Top$Forum$Insights$that$Changed$our$Business$ “Hey, NaturallyCurly, can we use your seal to sell more product?”
  32. 32. 3. Leverage community conversations to capture insights TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  33. 33. Introduc;on$ Key$Objec;ves$ Methodology$ Study$Highlights$and$Implica;ons$ Detailed$Findings$ Appendix$ Cosme&cs,)Skin)Care)&)Fragrances) Living)with)Natural)Hair) Hair)Care)and)Styling)Overview) Shampoo)Usage)&)Spend) Condi&oner)Usage)&)Spend) Finishing)Product)Usage)&)Spend) Oil)Product)Usage)&)Spend) Brand)Loyalty) Hair)Product)Retailer)U&liza&on) Chemical)Services)and)Treatments) Tools)and)Accessories) TextureTrends Table of Contents Styling)Product)Usage)&)Spend)
  34. 34. TextureTrends further positions us as thought leaders in our space TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  35. 35. 4. Identify the rising stars TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  36. 36. Identified a rising star that now represents 25% of our traffic TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  37. 37. TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  38. 38. TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  39. 39. Rising stars can mean products too TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  40. 40. 5. Carry the conversation other places. It’s OK. TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  41. 41. 8% of monthly visits sourced from social
 Gain 50K new social followers each month TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  42. 42. Break out the tissue, and the analytics TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  43. 43. As social followers grow… TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  44. 44. … so does our reach TMI$%$Top$Forum$Insights$that$Changed$our$Business$ 0$$ 20,000$$ 40,000$$ 60,000$$ 80,000$$ 100,000$$ 120,000$$ 140,000$$ 160,000$$ 180,000$$ 200,000$$ Uniques)2014)
  45. 45. Top 5 Forum Insights That Changed Our Business 1.  Stay true to the language 2.  More tools in community hands 3.  Leverage community to build insights 4.  Identify and support the rising stars 5.  Be open and social: carry the conversation other places TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  46. 46. You are the expert in “_______” •  You’ve got community to back you up •  And more content than community •  Go build relationships with much bigger fish •  And with smaller fish, because they will become big fish, and they are all part of your ecosystem, and as we know •  Community talks •  You, listen and lead for them. TMI$%$Top$Forum$Insights$that$Changed$our$Business$
  47. 47. PS: You haven’t lived until you’ve attended a hair & beauty show TMI$%$Top$Forum$Insights$that$Changed$our$Business$
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