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

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 CNET

Background

4

Challenge

Launching Roadshow 6

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) 7

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

Define processes 9

Stake in the ground 10

Determine MVP Minimum Viable Product Minimum Viable Bare bones, resource- Full-featured, resource- light product heavy product 11

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

CNET content 13

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

Roadshow – Teaser video 15

Roadshow – Newsletter sign-up page • Teaser newsletter sign-up page • This was originally linked in the soft announce video 16

Roadshow – Newsletter sign-up thank you email • Users who signed up with teaser received a thank you email 17

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

CBS site promotions 19

CNET site promotions 20

Promotion across CNET social channels • We launched on all social channels, working to build momentum and audience 21

Email send to current CNET subscribers Subject line: If you like cars, you’ll love this 22

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

Building a new social presence 24

Referral sweepstakes “Share your custom referral link with friends. For every friend who enters you’ll receive an additional entry (up to 5)” 25

Referral Sweepstakes - Site promotion 26

Detroit Auto Show – Launch and on-site signup 27

Results

Results – Roadshow newsletter subscribers 100k + 0 January 2015 December 2014 29

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

Thank you Diana Primeau