New Marci McCue Head of Marketing @Flipboard @marpmc · 2018. 5. 2. · • The Flipboard Club — what I learned. • Search your resources: Clients, Data, Existing Users, etc. •

Marci McCue Head of Marketing @Flipboard @marpmc

#PRDailyConf

flip.it/PRDailyWorld

It’s Not That ComplicatedFlipboard’s Story

Awareness Public Relations, Evangelist Programs, Events

Attract Co-marketing, install & online campaigns, SEO/SEM

Loyalty Build Communities

Conversion Onboarding, EDU & tracking:

which performs best for account creation

Engagement Custom Emails, Notifications, Editorial Quality & Features

The Marketing Funnel

Attract Co-marketing, install & online campaigns, SEO/SEM

Awareness Public Relations, Evangelist Programs, Events

Loyalty Build Communities

Conversion Onboarding, EDU & tracking:

which performs best for account creation

Engagement Custom Emails, Notifications, Editorial Quality & Features

The Marketing Funnel: Influencer Touch Points

Focus on Impact• Brand awareness

• Educational reach, product feedback

• SEO / Content creation

• Case studies, stories

• Social reach & amplification

• Sales or client support

Set Goals• Brand awareness—brand study against an audience

• Educational reach, product feedback — increase usage of a feature, monthly dialogue with engineering

• SEO / Content creation— inspire # of UGC posts per month

• Case studies, stories—expand the # of user in a category

• Grow social reach—# if followers per channel or hashtag reach (hashtracker)

• Sales or client support—matchmake for x# of clients/quarter

Getting Started

• Find your loyal users

• Decide what behavior is most valuable

• Match your users to their natural community

• Develop genuine connections

• Support their work

Vision Curve: Define & Find Your Influencers

Utility

Revolutionary

Asset

Additive

Fulfilling

Utility

Revolutionary

Asset

Additive

Fulfilling

Read news Check sources

Start my day Catch up

News in one place

Enjoy Share stories

Discover “I’m addicted”

Express myself Participate

Smarter

Changed my life Improved my life

Vision Curve: Define & Find Your Influencers

Utility

Revolutionary

Asset

Additive

Fulfilling

Read news Check sources

Start my day Catch up

News in one place

Enjoy Share stories

Discover “I’m addicted”

Express myself Participate

Smarter

Changed my life Improved my life

Vision Curve: Define & Find Your Influencers

Utility

Revolutionary

Asset

Additive

Fulfilling

Read news Check sources

Start my day Catch up

News in one place

Enjoy Share stories

Discover “I’m addicted”

Express myself Participate

Smarter

Changed my life Improved my life

Vision Curve: Define & Find Your Influencers

People who share stories, have a point of view, want

to influence or teach others.

Bloggers

Marketers

Educators

Self-improvers

Influencers on Network Influencers off Network

Twitter Experts Tastemakers

Your Friends or Social Influencers

Power Users

Well Known Voices / Experts

Influencer Quadrant

Influencers on Network Influencers off Network

Twitter Experts Tastemakers

Your Friends or Social Influencers

Power Users

Well Known Voices / Experts

Influencer Quadrant

- Give signal - Add Quality Content - Big, important voices - Growing Audience

- Add Quality Content - Regular, recognizable voice

- Being on Flipboard influences you

- Industry expertise brings quality

Influencers on Network Influencers off Network

Influencer Quadrant

The Program

It’s a Journey• The Flipboard Club — what I learned.

• Search your resources: Clients, Data, Existing Users, etc.

• Create a destination to inspire ideas and celebrate their work

• Create a communication path, like a Facebook Page or a newsletter for them

• Engage and enlist influencers around events, launches and the program itself

• Stay connected!!

Support their work.

Influencer Motivations

• Marketers

• Bloggers

• Educators

Jonathan Rogers, Iowa City High School

A dinner at ISTE in 2015

Created 3 speakers in 2016, supported the work of a

group of education bloggers and launched a national program for high school

journalism.

Then there’s pure enthusiasm

Mr. Mark Weidman Los Osos High School

Then there’s pure enthusiasm

Mr. Mark Weidman Los Osos High School

So what’s next?

• Invest in our communities: events, chats, collateral

• Collaborate with them: product feedback, listening, brainstorming

• Flipboard Connect: November 10th!

• Share their stories: editorial features, social sharing

• Measure growth in each channel

• Expand to one more area in 2017

It’s Not That ComplicatedFlipboard’s Story

Thank You.