tie silicon valley marketing report 2012
TRANSCRIPT
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TiE SILICON VALLEYMarketing Report 2012
By Shilpi Agarwal
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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
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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%
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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
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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
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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
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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
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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
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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
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DETAILS OF RESULTS ON INITIATIVES
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WEBSITE VISITORS in 2012A total of 82K people visited TiE SV in 2012
Here’s an overview of Traffic sources
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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
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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
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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%
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WEBSITE VISITORSSUMMARY
s
Overall, there was a huge increase in Average Visitor Duration, Visits and Pageviews in 2012 as compared to 2011
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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%
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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
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WHERE DO WE STAND COMPARED TO OUR COMPETITORS?
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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.
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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.
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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.
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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
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SUMMARY OF RESULTS
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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