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Turningcustomersintofans
This document discusses strategies for turning customers into fans through community events. It provides examples of successful community events held by Yahoo! Developer Network, Yahoo! Merchant Summit, and Flickr. Key metrics for measuring success are mentioned like survey results, attendance numbers, and social media engagement. Lessons learned include partnering with relevant conferences and sponsors, designating regional community managers, and creating a process for supporting member-created events.
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Turningcustomersintofans
- 1. Turning Customers Into FansRobynTippins Yahoo! Developer Network Photo by http://www.flickr.com/photos/sagamiono/
- 2. Yahoo! Merchant Summit Why? Increasinga store’s revenues increases Yahoo!’s revenues Why? Increasing a store’s revenues increases Yahoo!’s revenues 1. To build loyalty 2. To address requests from clients for more networking and learning opportunities
- 3. Success MeasurementSuccess Measurement •Survey Results: 100% would go again; 97% approval rating • Survey Results: 100% would go again; 97% approval rating • Sold Out ($300 tix) • Sold Out ($300 tix) • Social Media: 31k people reached; 90k impressions; over a dozen videos • Social Media: 31k people reached; 90k impressions; over a dozen videos
- 4. Learned • Piggyback onanother relevant and successful conference • Consider partnering with relevant sponsors (American Express OPEN Business Forum)
- 5. Yahoo! Developer NetworkEvents 1. Cost-conscious marketing 2. Community Building 3. Loyalty
- 6. Grassroots Community Events •Local Barcamps • Meetups • Local Hack events • Fewer large conferences • Every Yahoo! is an Evangelist (EYIAE)
- 7. Success MeasurementSuccess Measurement •Events attended increased• Events attended increased • YDN Blog and YDN Social content increased • YDN Blog and YDN Social content increased • Praise and loyalty increased• Praise and loyalty increased • Followers on social sites increased • Followers on social sites increased
- 8. Learned • Internal TechTalks give new speakers a chance to try speaking in a friendly environment • Sometimes travel funding was necessary, but often we could find a local Yahoo to attend • Swag was a big hit, and fairly inexpensive • Only sponsor events we could attend • Designate one person as the ‘go to’ for certain regions so people there remember and connect to him.
- 9. Flickr Community Events 1.Marketing 2. Community Building 3. Loyalty
- 10. Grassroots Community Events •Support local Flickr-created events • Find hot topics, and create regional events around them (Olympics; Presidential Inauguration) • Support local member-created events • Hire a community manager for each language • Global, online events
- 11. Success MeasurementSuccess Measurement •Local media coverage• Local media coverage • # of photos uploaded per event • # of photos uploaded per event • Social media mentions (including Flickr forums and blog posts) • Social media mentions (including Flickr forums and blog posts)
- 12. Learned • Create aprocess for ‘supporting’ member events. • Enlist local Yahoos help • Create a How to Host page and make it public • Prepack swag bags
Editor's Notes
- #3 After an outtage, they felt a need to build loyalty. Many customers had expressed a desire to meet and learn from other successful YSB store owners