140 Characters to the Rescue (Herb Kim)
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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

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) 140 Characters to the Rescue (Herb Kim) Presentation Transcript

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