Customer engagement for an online community

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How we helped a global media company drive interested subscribers to an on-line community website

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Customer engagement for an online community

  1. 1. Customer engagement for anonline community - January 2012
  2. 2. Program Background • A strategic program was set up to drive subscriptions to a community website and news forum for Telecom professionals. • The aim is to position their web forum as the key global exchange portal for news, events and features in the Telecoms industry. • As part of this drive a targeted and content led recruitment campaign was run by Qualifa in EMEA, APAC, North and South America delivering 650 new registrations in January 2012. • An account list of telecoms companies was populated with named individuals by Qualifa via industry contact research. • This document contains a summary of the campaign statistics and a profile of the audiences reached.
  3. 3. Program Statistics Number Conversion Full Account List (Company names only) 2853 Contacts & telephone numbers researched 2200 77% Phone calls made to companies (called at least once) 1481 67% Qualified Leads 650 44% The campaign statistics show a very good response rate for this program with one out of two to three phone calls leading to a successful registration.
  4. 4. Profile of Audience – Area of BusinessTwo thirds of TelecomsCompanies registered for theLightreading Website describethemselves as Tier 1 ServiceProviders, around a fifth areMobile Service Providers,followed by 6% Tier 2,3,4,Service Providers.
  5. 5. Profile of Audience – RegionAround two thirds of registrationsare from 22 different Europeancountries. A further fifth are fromthe Middle East/Asia/Pacificregion (comprising 8 countries intotal). Just under 1 in tenregistrations are from North &South America (mainly USA, fewfrom Canada and Argentina). Theremainder 4% are from theAfrican region, mainly fromSouth Africa.
  6. 6. Profile of Audience –Company Revenue in US $Company annual revenue figuresshow that key accounts havebeen registered, with 78% ofcompanies indicating revenueshigher than 999million USD and afurther 12% at 101-999 millionUSD.
  7. 7. Profile of Audience –Job Function/DepartmentJust under half of the audiencefor Lightreading are corporate orbusiness managers, 39% aresales and marketingprofessionals and 8% aretechnical titles (e.g. Engineering).
  8. 8. Profile of Audience – Areas of InterestThe key area of interest for thisaudience are firstly businessservices (76%), followed by twofurther areas of interest namelyconsumer services (12%) andMobile/Wireless Services (8%).

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