TiE SILICON VALLEYMarketing Report 2012 By Shilpi Agarwal
NEW MARKETING INITIATIVES in 2012 BRANDING• In house re-design of the TiE SV – 20th year celebrationlogo• In house re-design of the TiE SV -20th year Email headerand template• In house design of the TiE SV tri-fold Membership Brochureand Event Banner• In house design of the TiE SV 5 Shingles SponsorshipBrochure• TiE SV website redesign in terms of menu and presentationof content• Results : Better TiE SV Branding
NEW MARKETING INITIATIVES IN 2012 EMAIL• New email templates• Driving traffic to speaker pages by including more speakerimages and event speaker panel collages• Redesign positioning and adding more Call to actions• Enabling Social Sharing from within the email• Making it easy for people to connect with TiE SV on socialplatforms• Migrating the entire TiESV contact database and listsegments to a new Email Service provider from VerticalResponse to Infusionsoft• Results : 150 + emails were sent in 2012, average of 3emails/ week. CTR increased by 7%
NEW MARKETING INITIATIVES in 2012 SOCIAL• Starting 3 new Social Channels for TiE SV –Google+, Meetup and Pinterest• More active engagement and fan growth on the existingsocial channels like Facebook, Twitter, LinkedIn with goodcontent strategy• Adding more photo content on social channels – speakerphotos, event photos, etc• Results : 332% increase in social referral traffic to TiESV Website
NEW MARKETING INITIATIVES in 2012 MOBILE• A few mobile applications were looked at to market TiE SVevents, to increase planned networking and engagement• Double Dutch was pilot tested during TiEcon 2012• Joyvent was used to pilot test mobile initiative for TiE SVevents• Results : Although, the mobile initiative has not been100% satisfactory, 2012 has been a valuable step in theright direction
NEW MARKETING INITIATIVES in 2012 AFFILIATES• 50+ Affiliates were managed in 2012• A flowchart and process for relationships between newaffiliates and TiE SV has been put in place• All current affiliates have been documented and segmentedinto priority buckets A, B and C•Results : Stronger relationships developed with strongerMedia partners like GigaOm, Venture Beat, Always On andChurchill Club•100 + Media Stories published and collated for TiEcon2012
NEW MARKETING INITIATIVES in 2012 SEO• Drive traffic from YouTube by adding relevant tags,keywords, titles and creating playlists• Adding news, press releases, articles and blog posts on theTiE SV website with relevant keywords and tags to increasewebsite traffic from search via Google, Yahoo, Bing•Results : 996% increase in Search traffic to the TiE SVwebsite
NEW MARKETING INITIATIVES IN 2012 EVENTS• Formalizing a process for Event Marketing – before, at andafter the event• New Event Slides• Video highlighting 20 years of TiE Silicon Valley – fromconcept to where it is today – TiE CM Kick off• More push through Social Media Marketing• Results : More effective event marketing. Total numberof events in 2012 was 72 and the total event attendeeswere 4878
NEW MARKETING INITIATIVES in 2012 MEMBERSHIP• New Membership type added – Startup CompanyMembership• Special Fall Rate was added for existing members to attendall events from Oct – Dec, 2012 for free to encourage newmemberships• Marketing push through Email and Social Media•Results : 960 NEW people became members of TiESilicon Valley
WEBSITE VISITORS in 2012A total of 82K people visited TiE SV in 2012 Here’s an overview of Traffic sources
WEBSITE VISITORS In 2012 as compared to 2011 Out of 82K, 56K were Unique visitors.In 2012, there was a 10% Increase in number of Unique visitors compared to 2011 In 2012, there was a 176% Increase in visits to Speaker Pages
WEBSITE VISITORS In 2012 as compared to 2011 Social Refferral - 332% IncreaseNo. of Visits due to Social Refferal increased to 3,332 in 2012 as compared to 771 in 2011
WEBSITE VISITORS In 2012 as compared to 2011 Search Traffic – 969.99% IncreaseWith the right SEO techniques, we increased search traffic to 14,498 in 2012 as compared to 1,355 in 2011 2012 2011 %Difference Search Traffic 14,498 1,355 969.99% Google Email 15,060 11,774 27.91% LinkedIn 932 593 57.17% Yahoo 580 18 3122.22% Twitter 504 320 57.50% Meetup 354 8 4,325% Google + 31 8 287.50%
WEBSITE VISITORS SUMMARYOverall, there was a huge increase in Average Visitor Duration, Visits and Pageviews in 2012 as compared to 2011 s
THE BOTTOM LINE What does this all mean? All these Marketing Efforts lead to Memberships of 960 New Members in 2012 2012Total Members 1294Renewals 334New 960
WHERE DO WE STAND COMPARED TO OUR COMPETITORS?
COMPETITIVE ANALYSIS - Membership Between TiE SiliconSilicon and Churchill Club TiE Valley Valley Churchill Club Type of Organization Nonprofit Nonprofit Membership Fee $100 $125 - $500 Individual Charter Membership $1,500 $1000- $10,000 Number of Members 1300, 270 1200, 4800 Individual, Charter Size of Distribution list 25K 28K Number of mailings 3 times/ week 1 time/ week Number of Events /year 60+ 35 Annual Event TiEcon Annual Conference & AwardsInference : TiE SV can reduce number of emails/ week and events/ year andmay be increase levels of Charter Memberships.
COMPETITIVE ANALYSIS – Social Media Between TiE Silicon Valley and Churchill Club Facebook PagesRESULTS : TiE SV is doing really well on Social Media outreach compared toIts competitors given the zero dollar budget spent on these activities.
COMPETITIVE ANALYSIS – Social Media Between TiE Silicon Valley and Churchill Club Facebook PagesRESULTS : TiE SV is doing really well in engaging its fans and Photo postsseem to be getting the most engagement.
COMPETITIVE ANALYSIS – SEO Between TiE Silicon Valley and Churchill Club WebsitesRESULTS : With the new SEO techniques, TiE SV is doing really well onDomain Authority when compared to Churchill Club, SV Forum andSVC Wireless
RESULTS• BRANDING - Better TiE SV Branding• EMAIL - 150 + emails. CTR increased by 7%• SOCIAL - 332% increase in social referral traffic to TiESV Website• MOBILE - Although, the mobile initiative has not been100% satisfactory, 2012 has been a valuable step in theright direction• AFFILIATES - Stronger relationships developed withMedia brands like GigaOm, Venture Beat, Always On andChurchill Club• EVENTS - 72 events and 4878 event attendees in 2012• SEO - 996% increase in Search traffic to the TiE SVwebsite• MEMBERS - 960 NEW people became members of TiESilicon Valley