140 Characters to the Rescue <ul><li>The Backstory to the Thinking Digital Conference </li></ul><ul><li>@herbkim </li></ul...
 
<ul><li>Early years are good.. </li></ul><ul><li>FP6; TSB research bids </li></ul><ul><li>Spinning out companies </li></ul...
 
<ul><li>Fail at shutting us down </li></ul><ul><li>Hurrah! </li></ul><ul><li>But! (uh oh) </li></ul><ul><li>Cash income ta...
 
 
 
 
<ul><li>Invested in new branding </li></ul><ul><li>Great Sponsors - Microsoft, Cisco, BT </li></ul><ul><li>New Website; Fi...
Great Concept + Great People + Big Investment
 
In the End <ul><li>Didn’t come anywhere close to selling out </li></ul><ul><li>Financial loss double our forecast </li></u...
 
But Then in Nov 2008 <ul><li>Our luck finally changes </li></ul><ul><li>Tickets start flying out the door </li></ul><ul><l...
2010 <ul><li>Add 50 seats; sellout 4 months early </li></ul><ul><li>Add another 100 seats; they sellout too </li></ul><ul>...
Back in 2008 <ul><li>Terrible numerical results but.. </li></ul><ul><li>Stellar customer feedback </li></ul><ul><li>78% Re...
 
 
<ul><li>2008 Google top referring website </li></ul><ul><li>2009 Google still no 1 </li></ul><ul><li>2008 Twitter accounte...
Back to the Future <ul><li>Start smaller </li></ul><ul><li>But increase focus on great product & UX </li></ul><ul><li>Conn...
Suggests a future that.. <ul><li>Is less about buzz & spin and more about credible communication </li></ul><ul><li>Is more...
Free Stuff Bonus Slide <ul><li>5 free spots for Thinking Digital University </li></ul><ul><li>Tuesday, 25 May on Newcastle...
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140 Characters to the Rescue (Herb Kim)

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The near death story of the Thinking Digital Conference & how social media tools saved the day

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140 Characters to the Rescue (Herb Kim)

  1. 1. 140 Characters to the Rescue <ul><li>The Backstory to the Thinking Digital Conference </li></ul><ul><li>@herbkim </li></ul><ul><li>@ThinkingDigital </li></ul>
  2. 3. <ul><li>Early years are good.. </li></ul><ul><li>FP6; TSB research bids </li></ul><ul><li>Spinning out companies </li></ul><ul><li>300+ paying company members </li></ul><ul><li>But then!.. </li></ul>
  3. 5. <ul><li>Fail at shutting us down </li></ul><ul><li>Hurrah! </li></ul><ul><li>But! (uh oh) </li></ul><ul><li>Cash income targets increases by 400% in one year </li></ul><ul><li>£90k in cash income has to become £360k </li></ul>
  4. 10. <ul><li>Invested in new branding </li></ul><ul><li>Great Sponsors - Microsoft, Cisco, BT </li></ul><ul><li>New Website; First Blog </li></ul><ul><li>Print Ads; Online Ads </li></ul><ul><li>Email Mktg; Leaflet Drops </li></ul><ul><li>Facebook; LinkedIn Groups </li></ul><ul><li>Direct Sales </li></ul><ul><li>Dozen Marketing Partners </li></ul>Roll Out the Marketing Artillery
  5. 11. Great Concept + Great People + Big Investment
  6. 13. In the End <ul><li>Didn’t come anywhere close to selling out </li></ul><ul><li>Financial loss double our forecast </li></ul><ul><li>Conference producer resigns straight after end of the conference </li></ul><ul><li>BUT we survive </li></ul><ul><li>And go for Thinking Digital 2009 </li></ul>
  7. 15. But Then in Nov 2008 <ul><li>Our luck finally changes </li></ul><ul><li>Tickets start flying out the door </li></ul><ul><li>We don’t know why!?! </li></ul><ul><li>Sellout 2 months early </li></ul><ul><li>Spend only 1/3 of mktg budget </li></ul><ul><li>Ticket Revenue 89%+ </li></ul><ul><li>Convert a big loss into a near breakeven </li></ul>
  8. 16. 2010 <ul><li>Add 50 seats; sellout 4 months early </li></ul><ul><li>Add another 100 seats; they sellout too </li></ul><ul><li>£0.00 in media spend </li></ul><ul><li>What happened? </li></ul>
  9. 17. Back in 2008 <ul><li>Terrible numerical results but.. </li></ul><ul><li>Stellar customer feedback </li></ul><ul><li>78% Respond to Online Survey </li></ul><ul><li>80% Definitely Would Return </li></ul><ul><li>Dedication to Content & UX Noticed! </li></ul>
  10. 20. <ul><li>2008 Google top referring website </li></ul><ul><li>2009 Google still no 1 </li></ul><ul><li>2008 Twitter accounted for 3.1% of all referrals </li></ul><ul><li>2009 Twitter accounted for 21.2% of all referrals </li></ul>
  11. 21. Back to the Future <ul><li>Start smaller </li></ul><ul><li>But increase focus on great product & UX </li></ul><ul><li>Connect with the connected </li></ul><ul><li>If what you are doing is good your community will spread the word </li></ul><ul><li>If not, your community will tell you openly how to make it better </li></ul>
  12. 22. Suggests a future that.. <ul><li>Is less about buzz & spin and more about credible communication </li></ul><ul><li>Is more about better products, services & experiences </li></ul><ul><li>Lets your community do your marketing for you because they are empowered to do so and they want to do this for you </li></ul><ul><li>And because there will be no other choice </li></ul>
  13. 23. Free Stuff Bonus Slide <ul><li>5 free spots for Thinking Digital University </li></ul><ul><li>Tuesday, 25 May on Newcastle Quayside </li></ul><ul><li>1pm Registration, Eye on the Tyne </li></ul><ul><li>Tom Wujec, Autodesk on Visual Comm’s </li></ul><ul><li>Introduction to Origami </li></ul><ul><li>Difference Engine Startup Pitching Comp </li></ul><ul><li>Thinking Digital Opening Party too </li></ul><ul><li>@herbkim; @thinkingdigital </li></ul><ul><li>[email_address] </li></ul>
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