Building Blinkist's Awesome Community
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  • User acquisition, organic growth, word of mouth marketing
  • A Community that is engaged. They contribute to social media via the campaign. Messages that we deliver are inspirational, clean and simple design. Celebrate milestones. Relevant to latest news. Rewards users for their contribution – incentivize. Real time marketing – be relevant - OreoUse of humor– One Dollar ShaveUse of pun/meme - SeamlessUse of inspirational quotes - Strikingly

Transcript

  • 1. BUILDING BLINKIST’S THRIVING + AWESOME COMMUNITY @JESSICAHDRW
  • 2. GOAL + MISSION THE CAMPAIGN STRATEGY TIMELINE THRIVING + AWESOME COMMUNITY
  • 3. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY GOAL (by end of 2014) 1,000,000 USERS/READERS/BLINKERS MISSION Revolutionize the way people read - Make people read more in less time
  • 4. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY ONE MILLION BLINKERS CHALLENGE #readmore What we want What they (actually) want Measurable. Engaging users. Great press material.
  • 5. “Being competitive is human nature. Therefore, gamification of online communities drives desired member activities; both quality & quantity” - Dan Marotta, Community Strategist, PTC
  • 6. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY Social Media Contest Leaderboard Suggest + Vote GAMIF ICATI ON.
  • 7. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY Facebook Contest • Like the page • Tab that links to app download • Connect with other social media • Get their email • Refer a friend • Reward with free access
  • 8. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY More on Facebook • Help & Tips • Community guidelines • Staff pick/Featured summary • Advertise free access
  • 9. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY Twitter Contest • Use hashtag #readmore • Randomly picked monthly winner • Reward with extra free access
  • 10. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY Leaderboard (Stats) • Stats on summaries read • Stats on shared to friends (refer-a- friend function) • Unlocking badge/Status Suggest & Vote • Users can discuss and suggest which book to be summarized • Ongoing conversation on social media • We pick a list of books • Users vote on it • Case study: Threadless
  • 11. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY TIMELINE Q1 Q2 Q3 Q4 Preparation: Info gathering, content creation Heavy PR: Press release on major publications Ongoing user engagement Review milestones. Use stats for PR Set up Social Media functions. Build email list Make connections with influencers Mini campaigns – relevant to latest news Ongoing user engagement. Promote social media contest Ongoing blogger approach Suggest & Vote/Leaderboard function Launch
  • 12. “Be careful not to confuse building a community with talking to an engaged audience. Get them talking to each other.” - Justin Isaf, Community Manager, The Hufifngton Post
  • 13. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY Community Culture Engaged Inspirational Messages Clean & Simple Design Relevant Celebrate Milestones Connected Accessible Anytime Real Time Contribution is Rewarded Share
  • 14. OTHER THINGS …
  • 15. OTHERS Content Ideas (Blog + Newsletter) • Guest writer/blogger • Submissions for lesson learned – endorsement/testimonials from users • Featured author/reader • Monthly new releases • Weekly inspirations (quotes) • Fun daily topics: Throwback Thursday, Humpday • Staff Picks • Blinkist story in a video (ex: www.onedollarshave.com) • Buzzfeed Style: List of things for specific topic *Relevant & real time content
  • 16. OTHERS Other Social Media Tools • Spotify playlist • Vine video • Instagram: with daily inspiration • Google + Hangout: Q&A with authors/founders • Reddit AMA
  • 17. OTHERS ACTION PLAN Pre-Launch • Analyze reviews/testimonials from current users – use this for press materials • Invite key influencers/bloggers to participate and provide feedback • Have exclusive publication for first press of the product – tech crunch, mashable, fast company? • Work with lifestyle online publications • Set up metrics dashboard for social media • Set up Facebook ads/sponsored tweets • Initiate contact with celebrity endorsers • Get people to sign up to newsletter • Blog content - concise list of things they can learn • Guerilla marketing on Facebook groups • Add article on how to read more on ehow.com and wikihow.com • Post on digg + reddit
  • 18. OTHERS ACTION PLAN Post-Launch • Ongoing social media campaign • Evaluate referrals – we want natural organic and word of mouth growth to spur initial trial • Engage in conversations with users via social media • If we have significant statistics in term of summaries read in weeks, hours saved reading, we should release a press release to the media • Promote 1 million reader challenge • Ongoing contact with press – give updates on milestones
  • 19. OTHERS SOCIAL MEDIA MONITORING/ANALYTICS/MANAGEMENT TOOLS • Facebook – page lever, edge rank checker, facebook insights • SocialMention • IceRocket • TweetDeck • Hootsuite • http://socialmediatoday.com/node/1458746
  • 20. OTHERS BLOGS & PUBLICATIONS Lifestyle • www.buzzfeed.com • www.thrillist.com • www.primer.com • www.gq.com • www.dailybeast.com • www.purewow.com • www.dailycandy.com • www.geekchickdaily.com Tech • www.techcrunch.com • www.wired.com • www.mashable.com • www.theverge.com • www.allthingsd.com • www.psfk.com • www.laughingsquid.com • www.venturebeat.com • www.okdork.com • www.gigaom.com • www.digg.com Professionals/Business • www.wsj.com • www.slate.com • www.salon.com • www.entrepreneur.com • www.fastcompany.com • www.forbes.com • www.washingtonpost.com • www.huffingtonpost.com • www.atlantic.com • www.chicagotribune.com • www.yopos.com • www.entrepreneur27.com • www.reemer.com • www.devinreams.com • www.inc.com Others • www.good.com • www.medium.com • www.upworthy.com • www.reddit.com • www.hypebeast.com