Jackie Huba at SBS2010

One Percenters

1% Rule

7.4m/month 68,682 editors 0.9%

4.5m/month 11,420 creators 0.2%

100,000/month 900 creators 0.9%

Inequality is the Rule

Big getting bigger Consumers of content Creators of content 155 million (70%) 116 million (52%) 115 million (60%) 83 million (43%) 2008 2013 2008 2013 Source: eMarketer, January 2009

Most trusted advertising 1. Recommendations from friends 2. Other peoples’ opinions online 3. Company websites 4. Editorial content (news articles) 5. Brand sponsorships Source: Nielsen Online Global Consumer Study, April 2009

“I'm sending back my Discovery Educator lab coat to Discovery on Monday...I'm no longer proud to be a member of DEN - an organization that I once promoted everywhere I went. Sad.” --Eric Langhorst, 8th grade history teacher, Liberty Missouri, on his blog

By the Numbers DEN members 130,000 STAR Educators 5,000 Leadership Councils 230 Gurus 5 Source: Discovery

+114% United Streaming usage increased Source: Discovery

2.5x Usage by DEN schools vs. non-DEN schools Source: Discovery

82% 99% United Streaming renewals Source: Discovery

S T R A T E G I C P L A N P R I VAT E A N D C O N F I D E N T I A L B Y D E C . 3 1 , 2 0 0 5 , W E P L A N T O : v1.0 07-20-05 Increase WOM for Increase usage Grow revenue and Objectives unitedstreaming of unitedstreaming number of installs 1,000 certified DEN Facilitate 1,500 10,000 people 300,000 active US 600,000 registered 70,000 total Goals teachers DEN events trained users US users subscribed buildings Launch DEN Hire nationwide Strategies certification program field manager team Create Discovery Increase usage of US by Improve our customer Grow number of Educator Network existing customers feedback loop new customers Tactics Application system Hold training events Monthly newsletter Launch print magazine Focus on CAB Launch In focus promotion (Betsy/date) (Hall, Scott/date) (Betsy/date) (Betsy/date) (Pat/date) (person/date) Congratulation kit Grow existing customers Message boards Host xx webinars Focus on survey results Conferences (Betsy/date) (Various/date) (Coni/date) (Jahna/date) (Research/date) (Pat/date) Meet state network hubs Upload/download system Online training Customer support center Sales calls Launch email newsletter (Various/date) (Coni/date) (Sharon/date) (Mark/date) (Johnjoe/date) (Betsy/date) Participate in conferences Blog network Sweepstakes program (Various/date) (Coni/date) (Mark/date) OTHER Be active blog users Social networking (Various/date) (Coni/date) Centralize email marketing (?/date) Create US user groups (Various/date)

3 things

Give them something to join

Reﬁne

Jackie Huba Ant’s Eye View Email: jackie@antseyeview.com Twitter: @jackiehuba Blog: ChurchoftheCustomer.com

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Jackie Huba at SBS2010

by Dachis Group on Apr 20, 2010

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Jackie Huba at SBS2010 — Presentation Transcript