• Save
CNET Optimization Summit 2013
Upcoming SlideShare
Loading in...5
×
 

CNET Optimization Summit 2013

on

  • 385 views

 

Statistics

Views

Total Views
385
Views on SlideShare
262
Embed Views
123

Actions

Likes
0
Downloads
0
Comments
0

1 Embed 123

http://www.pamelamarkey.com 123

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

CNET Optimization Summit 2013 CNET Optimization Summit 2013 Presentation Transcript

  • Reduce Redundancy, Improve Relevance and Increase Engagement Diana Primeau Director, Member Services CNET Tony Doty Senior Manager of Optimization MECLABS
  • Session Speaker Diana Primeau Director, Member Services CNET @macrosmed Diana leads a cross-functional team that drives site engagement, increases subscription conversions, maximizes social and traditional email registration, and pristinely manages email lists comprised of millions of unique visitors. Previously: Vice President of Cross Product Initiatives at Macromedia. 2
  • Session Speaker Tony Doty Senior Manager of Optimization MECLABS @TheRealTonyDoty Tony leads the Optimization Team at MECLABS and is responsible for guiding Test Strategy and Design for many of MECLABS’ Research Partners. He has extensive experience managing and supporting optimization projects from experimental design through results interpretation for partners with varying levels of testing experience. 3
  • Some big image / Title slide Trim your list to help it grow stronger
  • CNET • The #1 source for researching tech and consumer electronics • The world’s largest and most trusted tech media source for news, reviews and downloads • More than 100 million unique users. 5
  • CNET Newsletters • • • • 13 editorial newsletters 3 deals-based newsletters 1 marketing newsletter Peak periods of subscription and engagement based on technology industry cycles and news 6
  • Newsletter Goals 2013 Strong performance when viewing the entire portfolio 5% Clickthrough 50% List Growth • Nurturing program for subscribers • Personalized experience
  • We didn’t think we had a problem When management asked for a portfolio review we didn’t see an immediate need So we asked: • Does what we’re doing make sense? • Is it still relevant to my customer?
  • What did we see when we looked deeper? * No longer relevant to our audience * Redundant Contained duplicate info 9 * Included sections that didn’t engage
  • What did we see when we looked deeper? * No longer relevant to our audience * Redundant Contained duplicate info * Included sections that didn’t engage A LOT of extra work wasn’t paying off 10
  • The Challenge:
  • The Challenge: How do we provide value without bloating the inbox?
  • Think Big Picture Don’t get distracted by engagement metrics. Sometimes you need to take a step back.
  • Think Big Picture Is it relevant to my current customers? Does what we’re doing still make sense?
  • But now what? Who will this impact? Internally Externally
  • The Approach 1 Set up a criteria to assess portfolio 2 Communicate the process to stakeholders 3 Implement the changes 4 Develop a customer communication plan 16
  • The Approach 1 Set up a criteria to assess portfolio 2 Communicate the process to stakeholders 3 Implement the changes 4 Develop a customer communication plan 17
  • Historical data and engagement findings What Worked What Didn’t Work Industry Expert Editors highlighted in newsletter Unfocused Content • Table of Contents • Other Resources • Customer Quotes • Picture • Contact Info • Expert Opinions 18
  • Historical data and engagement findings What Worked What Didn’t Work Industry Expert Editors highlighted in newsletter Unfocused Content • Table of Contents • Other Resources • Customer Quotes • Picture • Contact Info • Expert Opinions What should be consolidated? 19
  • Optimize the Offering Identified newsletters that were no longer relevant: • Left over from old acquisition • Were created at the whim of a product manager and were no longer focused on in the site • Had low engagement rates 20
  • Optimize the Offering Newsletters that were relevant but diluted: • Shared content with numerous other Newsletters 21
  • Optimizing the Offering Needed to understand the user experience that each newsletter provided Subscriber Focus What content was running in newsletters, and where that content mapped back to the site 22
  • The Approach 1 Set up a criteria to assess portfolio 2 Communicate the process to stakeholders 3 Implement the changes 4 Develop a customer communication plan 23
  • The Approach 1 Set up a criteria to assess portfolio 2 Communicate the process to stakeholders 3 Implement the changes 4 Develop a customer communication plan 24
  • Gathering Buy-in Helping Management to understand : Why? How? Next steps? 25
  • Gathering Buy-in Helping Management to understand : Why? How will this How? improve Next steps? the bottom line? 26
  • Gathering Buy-in Helping Writers and Editors to understand : Why? How will it affect process? How much more work? 27
  • Gathering Buy-in Helping Writers and Editors to understand : Why? How will it affect process? How much more work? What’s in it for us? 28
  • Gathering Buy-in The answer to both questions is the same: By eliminating redundancies and the creation of irrelevant content… • Editors and writers can spend more time creating the right content for our audience • Audiences will see more relevant content and have an improved customer experience • Management will see an improvement in engagement rates and ultimately the bottom line 29
  • The Approach 1 Set up a criteria to assess portfolio 2 Communicate the process to stakeholders 3 Implement the changes 4 Develop a customer communication plan 30
  • The Approach 1 Set up a criteria to assess portfolio 2 Communicate the process to stakeholders 3 Implement the changes 4 Develop a customer communication plan 31
  • Optimize the Email Recall… What Didn’t Work Unfocused Content • Table of Contents • Other Resources • Customer Quotes 32
  • Optimize the Email • Not this 33
  • Optimize the Email • Or this 34
  • Optimize the Email • But this 35
  • Optimize the Email • But this Result? 36
  • Optimize the Email 13% Increase in Clickthrough in existing newsletters (30) 37
  • The Approach 1 Set up a criteria to assess portfolio 2 Communicate the process to stakeholders 3 Implement the changes 4 Develop a customer communication plan 38
  • The Approach 1 Set up a criteria to assess portfolio 2 Communicate the process to stakeholders 3 Implement the changes 4 Develop a customer communication plan 39
  • Communicate the benefit to subscribers Before deciding what gets communicated, need to decide who it’s being communicated to. Subscriber Focus 40
  • Started with a complicated spreadsheet
  • Communicate the benefit to subscribers For every discontinued newsletter, there were 3 groups of subscribers to focus on: Obvious Replacement Obvious Replacement Already subscribed Not subscribed No obvious Replacement
  • Communicate the benefit to subscribers Messaging Goal • Clearly inform about the change in Newsletter strategy • Reaffirm the value and relevance of remaining newsletters Obvious Replacement Obvious Replacement Already subscribed Not subscribed No obvious Replacement
  • Communicate the benefit to subscribers Messaging Goal • Clearly inform about the change in Newsletter strategy • Reaffirm the value and relevance of remaining newsletters Obvious Replacement Obvious Replacement No obvious Replacement Measurable Goal: Lose as Not subscribed few subscribers as possible Already subscribed
  • Communicate the benefit to subscribers Obvious Replacement Already subscribed Message • Let the subscriber know the content was being streamlined. Action • No additional subscription action needed. 45
  • Communicate the benefit to subscribers Example: 46
  • Communicate the benefit to subscribers Obvious Replacement Not subscribed Message • Let the subscriber know the content was being streamlined in another newsletter. Action • Provide an easy, one-click method to subscribe to the new, highly relevant newsletter • Offer additional subscription recommendations 47
  • Communicate the benefit to subscribers Example: 48
  • Communicate the benefit to subscribers No obvious Replacement Message • Let the subscriber know the content was being discontinued. Action • Offer additional subscription recommendations 49
  • Communicate the benefit to subscribers Example: 50
  • Communicate the benefit to subscribers Didn’t just say “too bad, your newsletter is going away.” • Gave options, recommendations, and alternatives Don’t deliberately turn away from an opportunity to engage!
  • Communicate the benefit to subscribers Didn’t just say “too bad, your newsletter is going away.” • Gave options, recommendations, and alternatives Don’t deliberately turn away from an opportunity to engage! Result? 52
  • Results 1 Reduced from 30  16 Newsletters 2 Increased Open Rate 3.32% 3 Increased Clickthrough Rate 7.62% 4 Less than 5% drop in Subscribers 53
  • Results 1 Reduced from 30  16 Newsletters 2 Increased Open Rate 3.32% 3 Increased Clickthrough Rate 7.62% 4 Less than 5% drop in Subscribers 54
  • Results 1 Reduced from 30  16 Newsletters 2 Increased Open Rate 3.32% 3 Increased Clickthrough Rate 7.62% 4 Less than 5% drop in Subscribers 55
  • Results 1 Reduced from 30  16 Newsletters 2 Increased Open Rate 3.32% 3 Increased Clickthrough Rate 7.62% 4 Less than 5% drop in Subscribers 56
  • Results 1 Reduced from 30  16 Newsletters 2 Increased Open Rate 3.32% But wait, there’s more! 3 Increased Clickthrough Rate 7.62% 4 Less than 5% drop in Subscribers 57
  • Results Increased collaboration between ! Member Services and Editorial Team 58
  • Diana’s Keys to Success 1 Insert 2 Insert 3 Insert 4 Insert
  • Thank You Diana Primeau Director, Member Services CNET address@company.com Tony Doty Senior Manager of Optimization MECLABS Tony.Doty@MECLABS.com