Session Title DIANA PRIMEAU Director of Member Services CNET (CBS - - PowerPoint PPT Presentation

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Session Title DIANA PRIMEAU Director of Member Services CNET (CBS - - PowerPoint PPT Presentation

Jan 12, 2024 296 likes •610 views

From Concept to Conversions: How CNET (CBS Interactive) used interest to quickly create a new audience for a new site Session Title DIANA PRIMEAU Director of Member Services CNET (CBS Interactive) Diana Primeau Director of Member Services

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Session Title

DIANA PRIMEAU

Director of Member Services CNET (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 Primeau

Director of Member Services CNET

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Background

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4

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Challenge

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Launching Roadshow

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The Challenge – Competition for resources

December dominated by ho holid liday mes essagin ing January dominated by the Con Consumer El Electronic ics Sh Show (CES)

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Approach

Step 1: Secure top-down internal alignment Step 2: Focus on core strengths Step 3: Foster interest prior to launch Step 4: Leverage existing resources Step 5: Expand into new media

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Define processes

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Stake in the ground

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Determine MVP

Minimum Viable Product Minimum Viable

Bare bones, resource- light product Full-featured, resource- heavy product

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Approach

Step 1: Secure top-down internal alignment Step 2: Focus on core strengths Step 3: Foster interest prior to launch Step 4: Leverage existing resources Step 5: Expand into new media

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CNET content

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Approach

Step 1: Secure top-down internal alignment Step 2: Focus on core strengths Step 3: Foster interest prior to launch Step 4: Leverage existing resources Step 5: Expand into new media

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Roadshow – Teaser video

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  • Teaser

newsletter sign-up page

  • This was
  • riginally

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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Approach

Step 1: Secure top-down internal alignment Step 2: Focus on core strengths Step 3: Foster interest prior to launch Step 4: Leverage existing resources Step 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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Approach

Step 1: Secure top-down internal alignment Step 2: Focus on core strengths Step 3: Foster interest prior to launch Step 4: Leverage existing resources Step 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 +

December 2014 January 2015

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Top takeaway

Work on things you are passionate about and, if you let yourself, you can be agile, scrappy and super effective.

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Thank you

Diana Primeau