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