ForumCon: Top 5 Forum Insights that Changed our Business, Crista Bailey
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1. NaturallyCurly started in 1998 as a small forum for curly-haired women and has since grown to a large social platform and business in hair care. 2. The top 5 insights that changed their business included staying true to the community's language, giving members tools to create content both on and off the forum, leveraging conversations to gain insights, identifying rising influencers, and expanding conversations across social media. 3. These insights allowed NaturallyCurly to build a large community, database of product reviews, market insights reports, and increase their reach on social networks.
ForumCon: Top 5 Forum Insights that Changed our Business, Crista Bailey
- 1. Top 5 Forum Insights That Changed Our Business
- 2. TEXTUREMEDIA 2.7M Unique visitors a month 25M Unique visits in 2013 500K+Loyal email subs $1B+ Spend annually on hair care products Source: Google Analytics THE LARGEST SOCIAL PLATFORM THAT ACTIVELY EMPOWERS AND ENGAGES A DIVERSE COMMUNITY OF FEMALE INFLUENCERS IN HAIR CARE
- 3. TEXTUREMEDIA 2.75M Average FB Post Reach 11M+ MONTHLY INFLUENCER REACH 200 Pieces of content 8M Emails sent 4.5M YouTube Source: Facebook, YouTube, Instagram 1.1M Instagram
- 4. 1998 1 Little v-Bulletin Forum " NaturallyCurly.com Launched a Movement ≒ 2 curly journalists ≒ Multiple mimosas ≒ One 12-year-old web designer ≒ $300 investment ≒ 1 big idea ≒ Passion/Concern TMI$%$Top$Forum$Insights$that$Changed$our$Business$ 1980s curly helmet hair
- 5. 2014 Forum & App TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 7. 2014 Commerce TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 8. 2014 Stylist Community TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 9. 2014 Life & Hair Blog TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 10. So, how did we go from there TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 11. MEDIA & COMMERCE$ MARKET INSIGHTS & DATA$ Social, mobile, video, email, photo, Q&A, sampling 30,000+ UGC product review database Consumer data & market insights { { to here?
- 12. Top 5 Forum Insights " That Changed Our Business Worry about content content is king unless your content is engaging, theres no community to monetize on. #ForumCon Caroline Abellar (@thinkcaroline) June 13, 2013 TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 13. 1. Stay true to the community language Even if the market doesnt consider it, it eventually will. TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 14. Every organization willing to radically reconceive itself for the Web should look at NaturallyCurly.com --April 2010 NY Times Sunday Magazine I$get$it!$ I$dont$get$it?$ TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 15. Our language = hair type TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 16. TMI$%$Top$Forum$Insights$that$Changed$our$Business$ Products can transcend " hair type & skin color
- 17. 2011/2012" Targets Beauty & Hair Care Aisle TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 18. 2013/2014" Targets Hair Care Aisle TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 21. 2. Give community tools to " create beyond the forum " Create more meaningful and shareable content in and outside the forum TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 23. TMI$%$Top$Forum$Insights$that$Changed$our$Business$ Growing database of 30,000 product reviews for 10,000 products
- 28. Reviews drive product purchase TMI$%$Top$Forum$Insights$that$Changed$our$Business$ 56% increase in orders when a beauty products # of reviews went from 1 to 15, and rating went from 3.5 to 4.5 stars Source: Bazaarvoice
- 29. Same goes for stylist review db TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 30. Productize community passion for product + your expertise = shareable seals TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 31. 2013/2014" Targets Hair Care Aisle TMI$%$Top$Forum$Insights$that$Changed$our$Business$ Hey, NaturallyCurly, can we use your seal to sell more product?
- 32. 3. Leverage community conversations to capture insights TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 34. TextureTrends further positions us as thought leaders in our space TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 35. 4. Identify the rising stars TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 36. Identi鍖ed a rising star that now represents 25% of our traf鍖c TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 39. Rising stars can mean products too TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 40. 5. Carry the conversation other places. Its OK. TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 41. 8% of monthly visits sourced from social Gain 50K new social followers each month TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 42. Break out the tissue, and the analytics TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 43. As social followers grow TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 44. so does our reach TMI$%$Top$Forum$Insights$that$Changed$our$Business$ 0$$ 20,000$$ 40,000$$ 60,000$$ 80,000$$ 100,000$$ 120,000$$ 140,000$$ 160,000$$ 180,000$$ 200,000$$ Uniques)2014)
- 45. Top 5 Forum Insights That Changed Our Business 1. Stay true to the language 2. More tools in community hands 3. Leverage community to build insights 4. Identify and support the rising stars 5. Be open and social: carry the conversation other places TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 46. You are the expert in _______ ≒ Youve got community to back you up ≒ And more content than community ≒ Go build relationships with much bigger 鍖sh ≒ And with smaller 鍖sh, because they will become big 鍖sh, and they are all part of your ecosystem, and as we know ≒ Community talks ≒ You, listen and lead for them. TMI$%$Top$Forum$Insights$that$Changed$our$Business$
- 47. PS: You havent lived until youve attended a hair & beauty show TMI$%$Top$Forum$Insights$that$Changed$our$Business$