turningcustomersintofans
TRANSCRIPT
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Turning Customers Into FansRobyn Tippins
Yahoo! Developer Network
Photo by http://www.flickr.com/photos/sagamiono/
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Yahoo! Merchant Summit
Why?Increasing a 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
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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
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Learned
• Piggyback on another relevant and successful conference
• Consider partnering with relevant sponsors (American Express OPEN Business Forum)
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Yahoo! Developer Network Events
1. Cost-conscious marketing
2. Community Building
3. Loyalty
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Grassroots Community Events
• Local Barcamps• Meetups• Local Hack events• Fewer large conferences• Every Yahoo! is an Evangelist (EYIAE)
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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
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Learned
• Internal Tech Talks 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.
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Flickr Community Events
1. Marketing
2. Community Building
3. Loyalty
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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
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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)
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Learned
• Create a process for ‘supporting’ member events.
• Enlist local Yahoos help• Create a How to Host page and make it public• Prepack swag bags