BUILDING BLINKIST’STHRIVING + AWESOME

COMMUNITY

@JESSICAHDRW

GOAL + MISSION THE CAMPAIGN

STRATEGY TIMELINE

THRIVING+

AWESOMECOMMUNITY

GOAL CAMPAIGN STRATEGY TIMELINECOMMUNITY

GOAL (by end of 2014)

1,000,000 USERS/READERS/BLINKERS

MISSIONRevo lu t ion ize the way peop le read -

Make peop le read more in less t ime

GOAL CAMPAIGN STRATEGY TIMELINECOMMUNITY

ONE MILLION BLINKERS

CHALLENGE#readmore

What we want

What they (actually)

wantMeasurable.Engaging users.Great press material.

“Being competitive is human nature. Therefore, gamification of online communities drives desired member activities; both quality & quantity”

- Dan Marotta, Community Strategist, PTC

GOAL CAMPAIGN STRATEGY TIMELINECOMMUNITY

Social Media Contest

Leaderboard

Suggest + Vote

GAMIFICATI

ON.

GOAL CAMPAIGN STRATEGY TIMELINECOMMUNITY

Facebook Contest• Like the page• Tab that links to app download• Connect with other social

media• Get their email• Refer a friend• Reward with free access

GOAL CAMPAIGN STRATEGY TIMELINECOMMUNITY

More on Facebook• Help & Tips• Community guidelines• Staff pick/Featured summary• Advertise free access

GOAL CAMPAIGN STRATEGY TIMELINECOMMUNITY

Twitter Contest• Use hashtag #readmore• Randomly picked monthly winner• Reward with extra free access

GOAL CAMPAIGN STRATEGY TIMELINECOMMUNITY

Leaderboard (Stats)• Stats on summaries read• Stats on shared to friends (refer-a-

friend function)• Unlocking badge/Status

Suggest & Vote• Users can discuss and suggest

which book to be summarized• Ongoing conversation on social

media• We pick a list of books• Users vote on it• Case study: Threadless

GOAL CAMPAIGN STRATEGY TIMELINECOMMUNITY

TIMELINE

Q1 Q2 Q3 Q4

Preparation: Info gathering, content creation

Heavy PR: Press release on major publications

Ongoing user engagement

Review milestones. Use stats for PR

Set up Social Media functions. Build email list

Make connections with influencers

Mini campaigns – relevant to latest news

Ongoing user engagement.

Promote social media contest

Ongoing blogger approach

Suggest & Vote/Leaderboard function

Launch

“Be careful not to confuse building a community with talking to an engaged audience. Get them talking to each other.”

- Justin Isaf, Community Manager, The Hufifngton Post

GOAL CAMPAIGN STRATEGY TIMELINECOMMUNITY

Community Culture

Engaged

Inspirational Messages

Clean & Simple Design

Relevant

Celebrate MilestonesConnected

Accessible Anytime

Real Time

Contribution is Rewarded

Share

OTHER THINGS…

OTHERS

Content Ideas (Blog + Newsletter)• Guest writer/blogger• Submissions for lesson learned – endorsement/testimonials

from users• Featured author/reader• Monthly new releases• Weekly inspirations (quotes)• Fun daily topics: Throwback Thursday, Humpday• Staff Picks• Blinkist story in a video (ex: www.onedollarshave.com)• Buzzfeed Style: List of things for specific topic

*Relevant & real time content

OTHERS

Other Social Media Tools• Spotify playlist• Vine video• Instagram: with daily inspiration• Google + Hangout: Q&A with authors/founders• Reddit AMA

OTHERS

ACTION PLANPre-Launch• Analyze reviews/testimonials from current users – use this for press materials• Invite key influencers/bloggers to participate and provide feedback• Have exclusive publication for first press of the product – tech crunch, mashable, fast

company?• Work with lifestyle online publications• Set up metrics dashboard for social media• Set up Facebook ads/sponsored tweets• Initiate contact with celebrity endorsers• Get people to sign up to newsletter• Blog content - concise list of things they can learn• Guerilla marketing on Facebook groups• Add article on how to read more on ehow.com and wikihow.com• Post on digg + reddit

OTHERS

ACTION PLANPost-Launch• Ongoing social media campaign• Evaluate referrals – we want natural organic and word of

mouth growth to spur initial trial• Engage in conversations with users via social media• If we have significant statistics in term of summaries read in

weeks, hours saved reading, we should release a press release to the media

• Promote 1 million reader challenge• Ongoing contact with press – give updates on milestones

OTHERS

SOCIAL MEDIA MONITORING/ANALYTICS/MANAGEMENT

TOOLS• Facebook

– page lever, edge rank checker, facebook insights

• SocialMention• IceRocket• TweetDeck• Hootsuite• http://socialmediatoday.com/node/1458746

OTHERS

BLOGS & PUBLICATIONS

Lifestyle• www.buzzfeed.com• www.thrillist.com• www.primer.com• www.gq.com• www.dailybeast.com• www.purewow.com• www.dailycandy.com• www.geekchickdaily.com

Tech• www.techcrunch.com• www.wired.com• www.mashable.com• www.theverge.com• www.allthingsd.com• www.psfk.com• www.laughingsquid.com• www.venturebeat.com• www.okdork.com• www.gigaom.com• www.digg.com

Professionals/Business• www.wsj.com• www.slate.com• www.salon.com• www.entrepreneur.com• www.fastcompany.com• www.forbes.com• www.washingtonpost.com• www.huffingtonpost.com• www.atlantic.com• www.chicagotribune.com• www.yopos.com• www.entrepreneur27.com• www.reemer.com• www.devinreams.com• www.inc.com

Others• www.good.com• www.medium.com• www.upworthy.com• www.reddit.com• www.hypebeast.com