GCA presentation 2012

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Presentation to the GCA: DaySpring a Social Media Success Story

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  • GAMMA WOMENIMAGINE THE PLACEIn the words of one of our readers, “(in)courage is like Nutella, fuzzy socks, your best girlfriends, and a perfect cup of coffee all in one! It’s. . .home.” The atmosphere at (in)courage is relaxed, laid back, warm, inviting and inclusive. It’s the place where you’re always welcome, just as you are. The place where your gifts are celebrated and your burdens shared. NO SUPER STARSFOCUS ON COMMUNITYThe place where your story matters because we recognize that the God who is The Word is doing a work in every life, and we’re honored to get a glimpse into each unique story. (in)courage is about the women whogather there on a daily basis to share theirhighs and lows and take comfort in oneanother and the God who unites them.They span continents, cultures, and lifecallings but all share a common love forJesus Christ.This space isn’t about one woman, onestand out voice—it’s about the communityand how we’re stronger when we’retogether. To (in)courage one another is tobe in Christ, connected, and in communitywith each other. From all of this comestrue courage.
  • ALWAYS WELCOME JUST AS YOU ARENO CONFLICT OR INFIGHTINGSISTERHOOD3 YEARS = ZERO CONTROVERSY
  • MORE THAN A BRANDIT’S A FRIENDAND A COMMUNITYNot only does our community love (in)courage – they want to introduce us to everyone they know and love too. It’s the most powerful, genuine word of mouth advertising.
  • MORE THAN JUST JUMPING ON THE BANDWAGONBUILDING RELATIONSHIPSTHE ONLY CURRENCY THAT MATTERS IN SOCIAL MEDIATRIBE THAT LOVES AND RELATES TO (IN)COURAGE LIKE A GIRLFRIENDTHEY OWN THE BRAND = PERSONAL EXTENSION OF THEMSELVESINTANGIBLE BENEFITS = TANGIBLE CONVERSIONSMany brands using social media are simply jumping on the bandwagon for what they can get in return. (in)courage is a place about building relationships, community, meaningful conversations and giving away time, platform, social media currency and a myriad other benefits that are often intangible and lead to tangible conversions:Giving you ways to display your faith in your homeGiving you ways to encourage others (just the right cards, Scripture, gift)Giving you ways to connect with othersGiving you ways to feel heardGiving you real stories that reflect where you are= TRIBEWe’ve found this approach has solidified a tribe who love and relate to (in)courage in just the way they would to another girlfriend. It’s the place where they come to hang out, connect with one another and learn about us. THEY OWN THE BRAND = PERSONAL EXTENSION OF THEMSELVES And they own the brand – they see it as a personal extension of themselves. They can put it into their own words easily. And they often do – as the above example on twitter demonstrates.
  • LISTENING ON TWITTER/FACEBOOKENGAGING THEIR CONVERSATIONS – THEIR NEEDS, HOPES, DREAMSSHARING THEIR BLOG POSTSBEING THE GIRLFRIEND IN THE BEACH HOUSETWO WAY STREET OF DIALOG
  • Many brands using social media are simply jumping on the bandwagon for what they can get in return. (in)courage is a place about building relationships, community, meaningful conversations and giving away time, platform, social media currency and a myriad other benefits that are often intangible and lead to tangible conversions:Giving you ways to display your faith in your homeGiving you ways to encourage others (just the right cards, Scripture, gift)Giving you ways to connect with othersGiving you ways to feel heardGiving you real stories that reflect where you areWe’ve found this approach has solidified a tribe who love and relate to (in)courage in just the way they would to another girlfriend. It’s the place where they come to hang out, connect with one another and learn about us. And they own the brand – they see it as a personal extension of themselves. They can put it into their own words easily. And they often do – as the above example on twitter demonstrates.
  • THE ONLY REASON TO GROW YOUR PLATFORM IS SO YOU CAN INVITE MORE PEOPLE ONTO IT
  • UNMARKETING: SCOTT STRATEN“UnMarketing: Stop Marketing. Start Engaging”
  • When she tells one person she’s actually telling 5K people (number of followers on twitter/F/Instagram Pinterest)
  • 400 card pack giveaway in exchange for blog post, comment or email story about how the cards were used to encourage someone.Almost 300 comments/blog posts/emails resulted.Impacted: Online Sales; Retail Sales; Consumer Insights; Awareness of DaySpring Cards/ NDE/New Hope & Enc. Card LineCost: 400 card packs/$2000Full circle: the card line was developed based on (in)courage prayer requests. 
  • Launched a year ago this November. Highlights DaySpring products and their messages and builds community around them.Aggregator of everything related to the monthly product line highlighted. Like Blog posts, photos, coupon codes, etc.For this coming November we already have 97 reviewers signed up!!To host a review bloggerspick from about 4 designated items Pick their top two favorites. Fill out a contact form and we send ONE of those products for review.3. Host a review on theirblog about the item they receive, and link up to the (in)spired deals page!
  • The Book Club is breaking new ground for DaySpring. To date, we have not carried chapter books nor seen any product sell this well without DaySpring advertising playing a large role. In this case, the impetus has been almost solely the social media community, with Bloom (in)courage playing the pivotal role.Blogs: A blog button was designed and the community quickly jumped on board to grab it and add it to their own blogs. Twitter: A hashtag was begun “#inbooks” for the community to use as it spreads the news about Bloom as well as Ann’s book. Video:12 video blogs (vlogs) were shot with Anncovering each of the chapters of her book before it was even available for purchase, since Ann is one of the (in)courage bloggers. Those were screened as part of the book club conversation – on Sundays and Wednesdays of each week – with new and related never before seen media (such as photographs) shared by Ann on Fridays.3,600 copies of Ann Voskamp’s One Thousand Gifts sold in first 2 weeks and drove over $40,000 of sales (without any DaySpring promotion; via social media word of mouth alone). Quote from Ann: "The Bloom (in) courage Book Club is not only a unique community of incredibly authentic, generous women, but their selection of One Thousand Gifts as their Book Club Pick was the launch of the book. They are a trusted, honest voice in the blogosphere and have cultivated deep, genuine relationships with women --- and what their endorsement of this book has meant cannot be overstated. I think Bloom (in) courage has literally changed the landscape of the book world." E-books: Due to demand, Zondervan released the book on Kindle in time for Christmas sales.Online sales: 48 hours after release, One Thousand Gifts rose to #7 on the Bestseller's list on amazon.com. It’s since been on the Nytimes bestsellers list for 20 weeksSponsor books: Readers from the Bloom (in)courage community could pay $10 extra to buy a book for someone who couldn’t afford one. In return, the sponsor got free shipping for his/her own book. A total of 756 sponsor books were requested (including international e-copies). The community contributed close to 400 books.DaySpring and Zondervan donated the remaining books. We received 110 emails expressing thanks and gratitude for this initiative.
  • Forged a clear connection between DaySpring, Blessings Unlimited, and (in)courage in the minds and hearts of the blogging community.10 different handouts disseminated on ways to partner with Blessings Unlimited, DaySpring and (in)courage.Had 200+ blog reviews of our Ever Grateful, Jesus is the Gift, and Studio DaySpring collections.Jump in @DaySpringCardstwitalyzer score from 1.2 to 5.3 in the 2 weeks following the Conference.3-5 New Blessings Unlimited Consultants
  • Of the 4,000 DaySpring affiliates, the number 1, 2 and 5 revenue generators all (in)courage bloggers. Another 4 (in)courage bloggers are in the top 35 spots.
  • TIPPING POINTWHY DO WE NEED ANOTHER BLOGGING CONFERENCE?WHAT MADE IT DIFFERENT?WHAT DID OUR COMMUNITY NEED?
  • THE CONFERENCE THAT COMES TO YOUBEYOND THE BLOG BOXMEETS OUR READERS WHERE THEY’RE ATENCOURAGES THEM TO MEET EACH OTHERIn the first week since the launch 154 people registered and 117 (in)courage meetups launched with 149 members in 116 cities around the world.Why aren’t you guys just having a regular conference? Well, we thought and prayed about it long and hard. And because the heart of (in)courage is community we wanted to bring the conference to you rather than ask you to come to us. We also like that it means we won’t need to limit the number of tickets, no one will have to sweat the price of travel & accommodation, and moms won’t have to leave their kids or worry about child care. We love that it means no one will have to feel left out in any way, shape or form.  But mostly we love that it gives us a chance to connect women in real life. No travel required. Just (in)courage right where you are as a way to create instant, local community. We believe the new friendships you’ll make will outlast anything we could organize at a specific location. We want to help you form connections that go beyond the blog post so that you can continue to (in)courage one another in real life for months and even years to come. How? Well, with a day of (in)courage meetups – think mini beach house parties – all around the country and globe and a webcast for everyone to tune into. A local meetup on a global scale; friends gathered to watch live webcasts of (in)courage contributors and community, connect with one another, and discover new friendships they didn’t know were right around the corner!  There will be something for everyone – walking, talking, laughing, hugging blog content – right in the comfort of your living room. The webcast kicks off on Friday and (in)RL beach house parties follow on Saturday with more live (in)courage content to tune into together. Just imagine thousands of (in)courage women all over the world getting together in homes, coffee shops, restaurants, or churches – you name it– to connect in real life!
  • Ephesians 3:20 Now to him who is able to do immeasurably more than all we ask or imagine, according to his power that is at work within us,New Living Translation(©2007)
  • How much product did we sell/can we tie to (in)courage promotions during this time period?
  • How much product did we sell/can we tie to (in)courage promotions during this time period?
  • How much product did we sell/can we tie to (in)courage promotions during this time period?
  • How much product did we sell/can we tie to (in)courage promotions during this time period?
  • How much product did we sell/can we tie to (in)courage promotions during this time period?
  • How much product did we sell/can we tie to (in)courage promotions during this time period?
  • How much product did we sell/can we tie to (in)courage promotions during this time period?
  • How much product did we sell/can we tie to (in)courage promotions during this time period?
  • Example of SHARING YOUR PLATFORMUSING IT TO PROMOTE OTHERS
  • How much product did we sell/can we tie to (in)courage promotions during this time period?
  • OVER 200 PEOPLE APPLIED TO LEADTHE RESPONSE HAS BEEN UNBELIEVEABLE#INCOURAGERS WAS THE 2ND TRENDING TOPICS FOR NON PROFITS ON TUESDAY
  • GROUPS ARE ALREADY MAXING OUT
  • We believe that the most effective marketing happens through relationships, The large and influential community of women that gathers daily at (in)courage trusts us and we work hard to honor that trust by featuring products and partners that we know will encourage, empower, and equip them.
  • GCA presentation 2012

    1. 1. Lisa-Jo Baker @lisajobakerSocial Media Manager, DaySpring
    2. 2. Designed in 2009 by DaySpring to be an online home for the hearts of women, you might think about (in)courage as a bit like a beach house. (in)courage is that place where you can put your sandy, dirty feet on the coffee table, laugh late into the night with friends, and also hear God’s voice clearer than perhaps anywhere else. It’s where you’re always welcome, just as you are.
    3. 3. The (in)courage communityLives in 202 different countries; speaks 98 different languages, andactively participates in the comments, BlogFrog, Twitter, Facebook &Community Groups
    4. 4. (in)courage is the friend she wants to tell her other friends about
    5. 5. What makes (in)courage different?It’s about:Relationship not Solicitation
    6. 6. What makes (in)courage different?It’s about:Conversation not Pitch
    7. 7. What makes (in)courage different?It’s about:Community not Individuals
    8. 8. What makes (in)courage different?It’s about:Giving not Selling
    9. 9. social media conversations =word of mouth advertising {multiplied by # Followers}
    10. 10. (in)courage community = many social media conversations = great word of mouth advertising = dynamic brandambassadors and profitable store conversions
    11. 11. DaySpring Conversions via (in)courage1. High volume referrals to online store via (in)courage, our blog partners, & blog catalog {The Magalog}
    12. 12. DaySpring Conversions via (in)courage2. Consumer insights, Product Direction & Promotion E.g. 2010 Hope & Encouragement Card Line goes “full circle”
    13. 13. DaySpring Conversions via (in)courage3. (in)spired deals page Averages 50 blog post reviews linked up each month
    14. 14. DaySpring Conversions via (in)courage4. Bloom (in)courage Book Club Catapulted 1st book selection onto NY Times Bestsellers
    15. 15. DaySpring Conversions via (in)courage 5. Meeting the community in real life Beach House Parties at Blogging Conferences“After learning more about DaySpring,I want to be involved somehow.”“This is one of the best representations of abrand I’ve ever seen at a conference.”
    16. 16. DaySpring Conversions via (in)courage6. Affiliate Sales #1, #2, & #5 highest producing online affiliates are all (in)courage Bloggers
    17. 17. Community & conversations seeded online, need a way to grow offline and in real life
    18. 18. In April, 2012 we launched an un-conference (in)RL – (in) real life – {www.inrl.us}
    19. 19. (in)RL Trailer
    20. 20. Results From our 1st (in)RL Event 1,700 Women 22 Countries 475 Meetups 5,000 #inRL Tweets10 Million Impressions 30K Video Views Product & Curriculum
    21. 21. (in)RL went simulated live Friday 4/27 with 4 screening times
    22. 22. 1. The 4 screenings created social media buzz & drew in more viewers
    23. 23. 2. A global audience connected & watched together via Twitter
    24. 24. 3. People watched multiple times
    25. 25. 4. The message emboldened women for Saturday’s meetups
    26. 26. Saturday’s Worldwide (in)RLMeetups Blew Away All our Expectations
    27. 27. Northern Virginia
    28. 28. Singapore
    29. 29. Northern Ireland
    30. 30. South Carolina
    31. 31. 1. Consumer insight:the profound felt need for community
    32. 32. 2. Curating community both online & in real life is invaluable
    33. 33. 3. The meetup experience equips women with the tools to lead alongside us
    34. 34. 4. Community is a core issue to allgenerations, geography & demographics
    35. 35. 5. The real life connections made outlast the event
    36. 36. 6. The curriculum has year round reach (in)RL DVD Study Set
    37. 37. (in)RL Study Booklet
    38. 38. 40 online community groups launched this weekArtists Mentoring Special Needs StoriesBible Study Gals Moms of Teens Working MomsChronic Motherhood Women in MinistryIllness/Homebound New Moms Women in Your LocalDepression Single Gals CommunityEmpty Nesters Social Justice Women over 50Marriage Mentors
    39. 39. The (in)courage community is anexcited, unified, passionate, connected & caring tribe Engaging them is always a pleasure and so much more than a business

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