from concept to conversions: how cnet (cbs interactive...

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

Diana PrimeauDirector of Member ServicesCNET

Background

4

Challenge

6

Launching Roadshow

7

The Challenge – Competition for resources

December dominated by holiday messaging

January dominated by the Consumer Electronics Show (CES)

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

9

Define processes

10

Stake in the ground

11

Determine MVPMinimum

Viable Product

Minimum Viable

Bare bones, resource-light product

Full-featured, resource-heavy product

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

13

CNET content

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

15

Roadshow – Teaser video

16

• Teaser newsletter sign-up page

• This was originally linked in the soft announce video

Roadshow – Newsletter sign-up page

17

• Users who signed up with teaser received a thank you email

Roadshow – Newsletter sign-up thank you email

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

19

CBS site promotions

20

CNET site promotions

21

• We launched on all social channels, working to build momentum and audience

Promotion across CNET social channels

22

Subject line: If you like cars, you’ll love this

Email send to current CNET subscribers

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

24

Building a new social presence

25

Referral sweepstakes

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

26

Referral Sweepstakes - Site promotion

27

Detroit Auto Show – Launch and on-site signup

Results

29

Results – Roadshow newsletter subscribers

100k +

0

December 2014 January 2015

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

Thank youDiana Primeau