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All content copyright © CafePress. All rights reserved. 1 Building Community: It’s more than engagement
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Etail East - Jason Falls presentation - 2013

May 13, 2015

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Jason Falls

Jason Falls's presentation from Etail east on Building Community.
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Page 1: Etail East - Jason Falls presentation - 2013

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Building Community:It’s more than engagement

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Why to people gravitate to some brands?

We Love Brands That:

• Have great products• Have great service• Treat us with respect• Make us feel a part of something bigger

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Community

Community, like customers, has a ceiling. We need to be comfortable with that.

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The Cafepress Environment

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Shops

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Marketplace

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Where I started?

Designed by Cafepress user Christopher Carder

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How do we fix this?

Technical Actions• Give them tools to work better• Give them tools to communicate better

Human Actions• Reopen communications• Be accountable• Share ownership• Value people vs. customers• Value opinions vs. actions• Foster & coach better

communications

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Give them tools to work better …

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Give them tools to communicate better …

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Give them tools to communicate better …

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Give them tools to communicate better …

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Give them tools to communicate better …

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Give them tools to communicate better …

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Communicate Better!

Big thanks to Jason and Kat and everyone at CP for making it easy and comfortable to interact and get involved. – WheeDesign

I wanted to give a Kudos to some very excellent differences in operation … A heads up and sneak peak before anything happened at all … Honest responses skipping the sales pitch … getting the thinking behind decisions without trying to put some kind of "spin" on it - very refreshing! – Diane Blackman

It's all good, and getting better!!! Thank you, Jason and Kat!! --

Scarebaby

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Content Marketing Works

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Content Marketing Works

Tactics

• Drive fan growth through Facebook promotions

• Went from 20K fans to 100K in 2 quarters

• Drive engagement on Facebook (photos)

• Engagement rates went from 1% to 7% in a year

• Drive engagement on Twitter (Retweet if …)

• Click throughs tripled in 2 quarters

• Drive fan growth through Facebook promotions

• Went from 20K fans to 100K in 2 quarters

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Content Marketing Works

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What you need to measure

Key Measurements

• Traffic from social networks

• Action rates from social networks (vs. general audience)

• Conversion rates from social networks (vs. gen. aud.)

• Revenue from social networks (vs. other sources)

• AOV of community members vs. general audience

• AOV by social network

• Revenue per fan/follower from social networks

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Thank you!

@JasonFallsDamn Handsome

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