Turning Customers Into FansRobyn Tippins

Yahoo! Developer Network

Photo by http://www.flickr.com/photos/sagamiono/

Yahoo! Merchant Summit

Why?Increasing a store’s revenues increases

Yahoo!’s revenues

Why?Increasing a store’s revenues increases

Yahoo!’s revenues

1. To build loyalty

2. To address requests from clients for more networking and learning opportunities

Success MeasurementSuccess Measurement

• Survey Results: 100% would go again; 97% approval rating

• Survey Results: 100% would go again; 97% approval rating

• Sold Out ($300 tix)• Sold Out ($300 tix)

• Social Media: 31k people reached; 90k impressions; over a dozen videos

• Social Media: 31k people reached; 90k impressions; over a dozen videos

Learned

• Piggyback on another relevant and successful conference

• Consider partnering with relevant sponsors (American Express OPEN Business Forum)

Yahoo! Developer Network Events

1. Cost-conscious marketing

2. Community Building

3. Loyalty

Grassroots Community Events

• Local Barcamps• Meetups• Local Hack events• Fewer large conferences• Every Yahoo! is an Evangelist (EYIAE)

Success MeasurementSuccess Measurement

• Events attended increased• Events attended increased

• YDN Blog and YDN Social content increased• YDN Blog and YDN Social content increased

• Praise and loyalty increased• Praise and loyalty increased

• Followers on social sites increased• Followers on social sites increased

Learned

• Internal Tech Talks give new speakers a chance to try speaking in a friendly environment

• Sometimes travel funding was necessary, but often we could find a local Yahoo to attend

• Swag was a big hit, and fairly inexpensive• Only sponsor events we could attend• Designate one person as the ‘go to’ for certain

regions so people there remember and connect to him.

Flickr Community Events

1. Marketing

2. Community Building

3. Loyalty

Grassroots Community Events

• Support local Flickr-created events• Find hot topics, and create regional events

around them (Olympics; Presidential Inauguration)

• Support local member-created events• Hire a community manager for each language• Global, online events

Success MeasurementSuccess Measurement

• Local media coverage• Local media coverage

• # of photos uploaded per event• # of photos uploaded per event

• Social media mentions (including Flickr forums and blog posts)

• Social media mentions (including Flickr forums and blog posts)

Learned

• Create a process for ‘supporting’ member events.

• Enlist local Yahoos help• Create a How to Host page and make it public• Prepack swag bags