From Concept to Conversions: How CNET (CBS Interactive...
Transcript of From Concept to Conversions: How CNET (CBS Interactive...
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Session Title
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
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Diana PrimeauDirector of Member ServicesCNET
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Background
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Challenge
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Launching Roadshow
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The Challenge – Competition for resources
December dominated by holiday messaging
January dominated by the Consumer Electronics Show (CES)
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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
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Define processes
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Stake in the ground
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Determine MVPMinimum
Viable Product
Minimum Viable
Bare bones, resource-light product
Full-featured, resource-heavy product
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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
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CNET content
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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
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Roadshow – Teaser video
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• Teaser newsletter sign-up page
• This was originally linked in the soft announce video
Roadshow – Newsletter sign-up page
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• Users who signed up with teaser received a thank you email
Roadshow – Newsletter sign-up thank you email
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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
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CBS site promotions
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CNET site promotions
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• We launched on all social channels, working to build momentum and audience
Promotion across CNET social channels
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Subject line: If you like cars, you’ll love this
Email send to current CNET subscribers
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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
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Building a new social presence
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Referral sweepstakes
“Share your custom referral link with friends. For every friend who enters you’ll receive an additional entry (up to 5)”
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Referral Sweepstakes - Site promotion
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Detroit Auto Show – Launch and on-site signup
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Results
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Results – Roadshow newsletter subscribers
100k +
0
December 2014 January 2015
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Top takeawayWork on things you are passionate about and, if you let yourself, you can be agile, scrappy and super effective.
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Thank youDiana Primeau