At the start of this year, One to One decided to take a different approach to our thought leadership program. In the past we would conduct traditional live webinars via Web-Ex. Those were promoted via paid digital media, search, and e-mail marketing. We would on average get about 15-20 people to attend the day of the event and then post the asset on Slideshare.com for sharing (which would result in several hundred views over the remainder of the year). I can tell you from experience, this approach was painful.
This year, we adopted Sliderocket, a cloud-based social presentation web service, as our primary presentation platform. Instead of live presentations, we opted to pre-record each thought leadership piece and make them available for on-demand viewing (under the brand OnetoOne.tv). This approach also offered an array of social options to comment and/or share the presentation via e-mail, twitter, direct links, or embed code.
Additionally, we decided to promote the asset in waves. Each wave represents about a week in time. Below is a high-level overview of how we staged our out-reach.
Wave 1: Share with Industry thought leaders via Twitter (thanks @ChipConley & @armano for your re-tweets)
Wave 2: Share via One to One’s Social Ecosystem (Twitter, Facebook, LinkedIn, and Blog)
Wave 3: Promote via our Opt-In E-Newsletter titled One to One Perspectives (21k Opt-in List)
Wave 4: Promote via Paid Search and Paid Social (Facebook & Linked In)
Wave 5: Blog Posts on Digital Marketing Industry Publications (i.e. Marketing Sherpa, etc). note: this is in progress
Wave 6: Create and share Slideshare Version (Posted today. Has already resulted in over 100 new views).
Wave 7: Present at a major conference (Ian Karnell, CEO of One to One, will be presenting this content @ Internet World in London on May 10th).
Wave 8: One to One Breakfast Series (live event in development)
Instead of spending thousands of dollars to get dozens of participants to a live webinar, we drove almost over 760 visitors in the first month (>5,000% increase in performance) by primarily leveraging social channels, spending a couple of hundred on pay-for-performance media, and making the content readily available for viewing and re-sharing.
As this was our first of many scheduled pieces we plan to produce for OnetoOne.tv this year, it goes without saying we will continue to optimize our efforts based on our ongoing insights and learnings from this approach. Indeed, one thing that we will need to work on is increasing the average viewing time from 14.37 Minutes to 20-25 Minutes. Seeking to get a larger audience in the first 30 days will also be our focus.
In the end, we could not be happier with our initial results. Any thoughts and feedback regarding this approach are welcome.
Last night I arrived back in Phoenix, AZ to spend the next couple of days attending a national partner/leadership summit that Make-A-Wish Foundation is hosting. One to One Interactive provides pro-bono services for Make-A-Wish after we selected them as a primary foundations that would be supported by our formal corporate philanthropic efforts (which focuses on programs that help children in need).
It is always touching to meet the many wonderful people from around the world that donate their time and energy to help grant wishes to children who are suffering from life threatening medical conditions. This truly is going to be a very special week for me.
(Below is an excerpt from wish.org regarding the first wish the Foundation ever granted.)
The Make-A-Wish Foundation® traces its beginning to one
boy’s wish. In 1980, 7-year-old Chris Greicius was being treated for
leukemia. Every day, he dreamed of becoming a police officer.
Customs Officer Tommy Austin had befriended Chris and his mother, Linda
Bergendahl-Pauling. He also promised Chris a ride in a police
helicopter. When Chris’ health worsened, Austin contacted Ron Cox, an
Arizona Department of Public Safety officer, and planned a day that
would lift Chris’ spirits.
On April 29, 1980, Austin and
a caring group of DPS personnel started Chris’ day with a tour of the
city in a department helicopter, which also flew him to headquarters.
Three cruisers and a motorcycle officer greeted him before his meeting
with the DPS command staff. There, Chris was sworn in as the first
honorary DPS patrolman in state history.
didn’t stop there. Cox contacted John’s Uniforms, which agreed to make
a custom-tailored DPS uniform for Chris. The store owner and two
seamstresses worked through the night to finish it. The officers
presented the official uniform to Chris on May 1 and arranged a
motorcycle proficiency test so he could earn wings to pin on his
uniform. Needless to say, Chris passed the test with flying colors on
his battery-operated motorcycle.
On May 2, Chris
was back in the hospital. He asked to arrange the room so he could
always see his uniform, his motorcycle helmet and his “Smokey
Bear”-style campaign hat. DPS motor officer Frank Shankwitz presented
Chris with his motorcycle wings. He accepted them with a smile that lit
up the room.
The following day, Chris passed away, but not before seeing his dream
come true and experiencing the hope, strength and joy that came from
receiving his wish.
Currently, there are 68 chapters throughout the United States and 22 international affiliates. Below, I have listed ways that you can get involved to support this wonderful organization.
To all my friends and family, I wish you a very Happy Thanksgiving. I am currently hanging with Howie at my soon-to-be condo in Campton, NH. We are waiting for the arrival of my parents and my brothers family. To that end, we are planning to "officially" celebrate Thanksgiving tomorrow, as everyone is traveling today. The last time my family had convened on New Hampshire together was over 5 years ago…far too long if you ask me. My hope is that we will begin to make Campton a regular place we gather to celebrate future holidays.
This evening I enjoyed attending the official launch party of Eons.com, a new portal launched by Jeff Taylor (founder of Monster.com) for the Baby Boomer Segment. The event was held in the Charlestown Navy Yard, where Eons corporate headquarters is located.
I was joined by my brother Ian and his wife Daisey. Also in attendance at the party was Richard Dreyfus and Jane Seymour (see photo on the right-excuse the quality as its from the camera on my Palm 700W). ML Carr from Boston Celtics fame also made an appearance.
My firm, One to One Interactive, was recently awarded the online launch duties on behalf of Eons. We are excited to be a part of Jeff’s new business venture and look forward to displacing AARP as the go to association for people over 50.