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Big Tent Capabilities August 2010

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  • Support the local groups that make communities tickTrusted groups are fabric of their communitiesMission crittcal for family
  • Mom’s on BigTent have influence on and offline:
  • Active groups:Continuous - 2x interactions with group/daySticky – 8 pageviews/visit70M emails/month
  • It would be great to run a query a before and after query: Mentions of Calphalon before Dec. 09 vs. how many mentions Jan. 10 – presentEmail .30%, Onsite .11%
  • Brand mentions before and after campaign? Rufus – recent post #’s, comments or interesting stats.?The site member is a leader with a very large spear of influenceOnsite 0.12%Email 0.44%
  • Next steps – scaling Screen shot of landing page for more information
  • Onsite 0.08%Email 0.34%
  • E-commerce Onsite 0.09%Email 0.26%

Transcript

  • 1. Will add new photo
    1
    San Mateo Mothers Club, 355 members
    Howard County Striders Females
  • 2. The Digital Platform for Trusted Groups
    Parents Club
    Neighborhood
    Association
    Exercise Group
    PTA
    Family Group
    Volunteer Committee
  • 3. Over 1 Million Community Influencers
    89%
    are 25-54
    81%
    homeowners
    69%
    Have pets
    95%
    female
    92%
    have children
    70%
    BA/BS
    or higher
    59%
    $80K+ HHI
    82%
    facebook
    67%
    Use coupons
    52%
    Smartphone
    users
    95%
    Influence others
    purchases
    28%
    early adopters
    Influence life online and off in their local communities
  • 4. Share member
    profiles
    Search the best
    local deals,
    sourced daily
    What Members Do
    Buy, sell and trade
    Share news, files
    and photos
    Watch videos and
    add comments
    Plan and schedule
    events
    Review and
    recommend products
    and services
    Seek and give advice
    to friends
  • 5. BigTent Engagement Marketing Capabilities
    Gain consumer insights
    Orchestrate successful launch
    Drive purchase, brand advocacy
    Share a passion
    Reach targeted audience
    Living Labs
    Product Introduction
    Brand Activation
    Cause Marketing
    Display Advertising
  • 6. Case Study – Consumer Insights
    Calphalon Key Influencer
    Display Ads
    Survey
    Product Review Form
    Email Communications
  • 7. Case Study – Consumer Insights
    Calphalon Key Influencer
    Results
    1.5 million impressions served
    CTR .20%
    1,900 survey respondents
    82% of respondents opted in to participate in key influencer group
    500 Cooks with Style identified
    500+ product reviews created (goal was 250 reviews)
    Averaged 120 words per promotion review (35% increase from regular reviews)
    Organic Blog posts outside of BigTent:
    Canning with Kids: http://www.canningwithkids.com/blog/2010/04/product-review-calphalon-unison-sear-nonstick.html
    The Zimmer Zoo: http://zimmerzoo.wordpress.com/2010/03/29/makes-my-monday-free-stuff/
    LIVE TO EAT: http://livetoeat-blog.blogspot.com/2010/04/cooking-with-calphalon.html
    Living in Maryland: http://livinginmaryland.blogspot.com/2010/04/calphalon-review.html
    Break the Cycle: http://breakthecycle4them.blogspot.com/s
    Next Steps: Branded Community
  • 8. Case Study – Brand Activation
    Clorox Green Works Brand Community
    Group News Email
    # Members
    Branded Community
  • 9. Case Study – Brand Activation
    Clorox Green Works Brand Community
    “I'm definitely a convert to all things Green Works since I tried the dish soap - seriously, you've got to try it! It's the first environmentally friendly soap that actually cuts grease and doesn't destroy my hands. Thanks for helping me see the light.”— Dominique
    Results
    300+ Key Influencer Members
    Survey – Battery Segmentation and Key Influencer
    1.2 MM impressions
    2,248 Completed Survey – 1 Week
    CTR .23%
    85% of survey respondents opt-in to participate
    Ongoing living lab used for:
    Product research
    Consumer perceptions
    Next Steps – Consumer Insights and Promotional Programs
  • 10. Case Study – Geo-targeted New Product Introduction
    Godiva Coffee Tasting Parties
    Display Ads
    Viral Sharing
    Entry Form
    © 2009 Big Tent Design, Inc. Confidential.
  • 11. Case Study – Geo-targeted New Product Introduction
    Godiva Coffee Tasting Parties
    Results
    • 300K impressions phase one
    • 12. Total of 800k
    • 13. 12,370 invitees
    • 14. CTR.21%
    • 15. 15 Offline Group integration Parties
    • 16. 720 party attendees
    • 17. 300 + Consumer Insight Surveys completed at the parties
    • 18. Hundreds of Photos
    • 19. Geo-Targeted in Northern California
    • 20. Next Steps — Scaling to National Footprint
  • Case Study – Cause Marketing
    Cloud B Audubon Campaign
    Display ads
    Donation landing page
    Program Currently Running
    • 814K impressions
    • 21. CTR .23%
    • 22. Second of four campaigns
  • Case Study — Feature Sponsorship
    eBay Classifieds Sponsorship
    Classifieds Sponsorship
    Currently in Development
    • 3 tiers of sponsorship
    • 23. Display advertising
    • 24. Product sponsorship
    • 25. Product integration & cross-posting
  • BigTent Engagement Marketing Partners