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DIANA PRIMEAUDirector of Member ServicesCNET (CBS Interactive)
From Concept to Conversions: How CNET (CBS Interactive) used interest to quickly create a new audience for a new site
Diana PrimeauDirector of Member ServicesCNET
Background
4
Challenge
6
Launching Roadshow
7
The Challenge – Competition for resources
December dominated by holiday messaging
January dominated by the Consumer Electronics Show (CES)
ApproachStep 1: Secure top-down internal alignmentStep 2: Focus on core strengthsStep 3: Foster interest prior to launchStep 4: Leverage existing resourcesStep 5: Expand into new media
9
Define processes
10
Stake in the ground
11
Determine MVPMinimum
Viable Product
Minimum Viable
Bare bones, resource-light product
Full-featured, resource-heavy product
ApproachStep 1: Secure top-down internal alignmentStep 2: Focus on core strengthsStep 3: Foster interest prior to launchStep 4: Leverage existing resourcesStep 5: Expand into new media
13
CNET content
ApproachStep 1: Secure top-down internal alignmentStep 2: Focus on core strengthsStep 3: Foster interest prior to launchStep 4: Leverage existing resourcesStep 5: Expand into new media
15
Roadshow – Teaser video
16
• Teaser newsletter sign-up page
• This was originally linked in the soft announce video
Roadshow – Newsletter sign-up page
17
• Users who signed up with teaser received a thank you email
Roadshow – Newsletter sign-up thank you email
ApproachStep 1: Secure top-down internal alignmentStep 2: Focus on core strengthsStep 3: Foster interest prior to launchStep 4: Leverage existing resourcesStep 5: Expand into new media
19
CBS site promotions
20
CNET site promotions
21
• We launched on all social channels, working to build momentum and audience
Promotion across CNET social channels
22
Subject line: If you like cars, you’ll love this
Email send to current CNET subscribers
ApproachStep 1: Secure top-down internal alignmentStep 2: Focus on core strengthsStep 3: Foster interest prior to launchStep 4: Leverage existing resourcesStep 5: Expand into new media
24
Building a new social presence
25
Referral sweepstakes
“Share your custom referral link with friends. For every friend who enters you’ll receive an additional entry (up to 5)”
26
Referral Sweepstakes - Site promotion
27
Detroit Auto Show – Launch and on-site signup
Results
29
Results – Roadshow newsletter subscribers
100k +
0
December 2014 January 2015
Top takeawayWork on things you are passionate about and, if you let yourself, you can be agile, scrappy and super effective.
Thank youDiana Primeau