tie silicon valley marketing report 2012
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TiE SILICON VALLEYMarketing Report 2012
By Shilpi Agarwal
NEW MARKETING INITIATIVES in 2012BRANDING
• In house re-design of the TiE SV – 20th year celebration logo
• In house re-design of the TiE SV -20th year Email header and template
• In house design of the TiE SV tri-fold Membership Brochure and Event Banner
• In house design of the TiE SV 5 Shingles Sponsorship Brochure
• TiE SV website redesign in terms of menu and presentation of content
• Results : Better TiE SV Branding
NEW MARKETING INITIATIVES IN 2012EMAIL
• New email templates• Driving traffic to speaker pages by including more speaker
images 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 social
platforms• Migrating the entire TiESV contact database and list
segments to a new Email Service provider from Vertical Response to Infusionsoft
• Results : 150 + emails were sent in 2012, average of 3 emails/ 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 existing social channels like Facebook, Twitter, LinkedIn with good content strategy
• Adding more photo content on social channels – speaker photos, event photos, etc
• Results : 332% increase in social referral traffic to TiE SV Website
NEW MARKETING INITIATIVES in 2012
MOBILE
• A few mobile applications were looked at to market TiE SV events, to increase planned networking and engagement
• Double Dutch was pilot tested during TiEcon 2012• Joyvent was used to pilot test mobile initiative for TiE SV
events
• Results : Although, the mobile initiative has not been 100% satisfactory, 2012 has been a valuable step in the right direction
NEW MARKETING INITIATIVES in 2012
AFFILIATES
• 50+ Affiliates were managed in 2012• A flowchart and process for relationships between new
affiliates and TiE SV has been put in place• All current affiliates have been documented and
segmented into priority buckets A, B and C
• Results : Stronger relationships developed with stronger Media partners like GigaOm, Venture Beat, Always On and Churchill Club
• 100 + Media Stories published and collated for TiEcon 2012
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 the TiE SV website with relevant keywords and tags to increase website traffic from search via Google, Yahoo, Bing
• Results : 996% increase in Search traffic to the TiE SV website
NEW MARKETING INITIATIVES IN 2012EVENTS
• Formalizing a process for Event Marketing – before, at and after the event
• New Event Slides• Video highlighting 20 years of TiE Silicon Valley – from
concept to where it is today – TiE CM Kick off• More push through Social Media Marketing
• Results : More effective event marketing. Total number of events in 2012 was 72 and the total event attendees were 4878
NEW MARKETING INITIATIVES in 2012MEMBERSHIP
• New Membership type added – Startup Company Membership
• Special Fall Rate was added for existing members to attend all events from Oct – Dec, 2012 for free to encourage new memberships
• Marketing push through Email and Social Media
• Results : 960 NEW people became members of TiE Silicon Valley
DETAILS OF RESULTS ON INITIATIVES
WEBSITE VISITORS in 2012A total of 82K people visited TiE SV in 2012
Here’s an overview of Traffic sources
WEBSITE VISITORSIn 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 VISITORSIn 2012 as compared to 2011
Social Refferral - 332% Increase
No. of Visits due to Social Refferal increased to 3,332 in 2012 as compared to 771 in 2011
WEBSITE VISITORSIn 2012 as compared to 2011
Search Traffic – 969.99% Increase
With 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 Google
14,498 1,355 969.99%
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 VISITORSSUMMARY
s
Overall, there was a huge increase in Average Visitor Duration, Visits and Pageviews in 2012 as compared to 2011
SOCIAL MEDIASUMMARY 2012
s
Posts/Tweets
Impressions Total Fans
Growth
TiE SV FB page
276 151,767 758 15%
TiEcon FB page
382 723,006 3055 12%
TiE SV Twitter
392 506,709 1081 32%
TiEcon Twitter
1982 4,541,456 2094 30%
THE BOTTOM LINEWhat does this all mean?
2012Total Members
1294
Renewals 334New 960
All these Marketing Efforts lead to Memberships of960 New Members in 2012
WHERE DO WE STAND COMPARED TO OUR COMPETITORS?
COMPETITIVE ANALYSIS - MembershipBetween TiE Silicon Valley and Churchill ClubTiE Silicon Valley Churchill Club
Type of Organization Nonprofit Nonprofit
Membership Fee Individual
$100 $125 - $500Charter Membership $1,500 $1000- $10,000Number of MembersIndividual, Charter
1300, 270 1200, 4800
Size of Distribution list 25K 28KNumber of mailings 3 times/ week 1 time/ weekNumber of Events /year 60+ 35Annual Event TiEcon Annual Conference
& AwardsInference : TiE SV can reduce number of emails/ week and events/ year and may be increase levels of Charter Memberships.
COMPETITIVE ANALYSIS – Social MediaBetween TiE Silicon Valley and Churchill Club
Facebook Pages
RESULTS : 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 ClubFacebook Pages
RESULTS : TiE SV is doing really well in engaging its fans and Photo posts seem to be getting the most engagement.
COMPETITIVE ANALYSIS – SEOBetween TiE Silicon Valley and Churchill Club
Websites
RESULTS : With the new SEO techniques, TiE SV is doing really well on Domain Authority when compared to Churchill Club, SV Forum and SVC Wireless
SUMMARY OF RESULTS
RESULTS• BRANDING - Better TiE SV Branding• EMAIL - 150 + emails. CTR increased by 7%• SOCIAL - 332% increase in social referral traffic to TiE
SV Website• MOBILE - Although, the mobile initiative has not been
100% satisfactory, 2012 has been a valuable step in the right direction
• AFFILIATES - Stronger relationships developed with Media brands like GigaOm, Venture Beat, Always On and Churchill Club
• EVENTS - 72 events and 4878 event attendees in 2012• SEO - 996% increase in Search traffic to the TiE SV
website• MEMBERS - 960 NEW people became members of TiE
Silicon Valley
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