140 characters to the rescue (herb kim)

Download 140 Characters to the Rescue (Herb Kim)

Post on 15-Jul-2015




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  • 140 Characters to the RescueThe Backstory to the Thinking Digital Conference


  • Early years are good..FP6; TSB research bidsSpinning out companies300+ paying company membersBut then!..

  • Fail at shutting us downHurrah!But! (uh oh)Cash income targets increases by 400% in one year90k in cash income has to become 360k

  • Invested in new brandingGreat Sponsors - Microsoft, Cisco, BTNew Website; First BlogPrint Ads; Online AdsEmail Mktg; Leaflet DropsFacebook; LinkedIn GroupsDirect SalesDozen Marketing Partners

    Roll Out the Marketing Artillery

  • Great Concept + Great People + Big Investment

  • In the EndDidnt come anywhere close to selling outFinancial loss double our forecastConference producer resigns straight after end of the conferenceBUT we surviveAnd go for Thinking Digital 2009

  • But Then in Nov 2008Our luck finally changesTickets start flying out the doorWe dont know why!?!Sellout 2 months earlySpend only 1/3 of mktg budgetTicket Revenue 89%+Convert a big loss into a near breakeven

  • 2010Add 50 seats; sellout 4 months earlyAdd another 100 seats; they sellout too0.00 in media spendWhat happened?

  • Back in 2008Terrible numerical results but..Stellar customer feedback78% Respond to Online Survey80% Definitely Would ReturnDedication to Content & UX Noticed!

  • 2008 Google top referring website2009 Google still no 12008 Twitter accounted for 3.1% of all referrals 2009 Twitter accounted for 21.2% of all referrals

  • Back to the FutureStart smallerBut increase focus on great product & UXConnect with the connectedIf what you are doing is good your community will spread the wordIf not, your community will tell you openly how to make it better

  • Suggests a future that..Is less about buzz & spin and more about credible communicationIs more about better products, services & experiencesLets your community do your marketing for you because they are empowered to do so and they want to do this for youAnd because there will be no other choice

  • Free Stuff Bonus Slide5 free spots for Thinking Digital UniversityTuesday, 25 May on Newcastle Quayside1pm Registration, Eye on the TyneTom Wujec, Autodesk on Visual CommsIntroduction to OrigamiDifference Engine Startup Pitching CompThinking Digital Opening Party too@herbkim; @thinkingdigitalherb@codeworks.net