Annual marketing report for TiE Silicon Valley for 2012 with return on investment analytics for all marketing initiatives for 2012.

1. TiE SILICON VALLEY
Marketing Report 2012
By Shilpi Agarwal

2. NEW MARKETING INITIATIVES in 2012
BRANDING
• In house re-design of the TiE SV – 20th year celebration
logo
• In house re-design of the TiE SV -20th year Email header
and template
• In house design of the TiE SV tri-fold Membership Brochure
and Event Banner
• In house design of the TiE SV 5 Shingles Sponsorship
Brochure
• TiE SV website redesign in terms of menu and presentation
of content
• Results : Better TiE SV Branding

3. NEW MARKETING INITIATIVES IN 2012
EMAIL
• New email templates
• Driving traffic to speaker pages by including more speaker
images and event speaker panel collages
• Redesign positioning and adding more Call to actions
• Enabling Social Sharing from within the email
• Making it easy for people to connect with TiE SV on social
platforms
• Migrating the entire TiESV contact database and list
segments to a new Email Service provider from Vertical
Response to Infusionsoft
• Results : 150 + emails were sent in 2012, average of 3
emails/ week. CTR increased by 7%

4. NEW MARKETING INITIATIVES
in 2012
SOCIAL
• Starting 3 new Social Channels for TiE SV –Google
+, Meetup and Pinterest
• More active engagement and fan growth on the existing
social channels like Facebook, Twitter, LinkedIn with good
content strategy
• Adding more photo content on social channels – speaker
photos, event photos, etc
• Results : 332% increase in social referral traffic to TiE
SV Website

5. NEW MARKETING INITIATIVES
in 2012
MOBILE
• A few mobile applications were looked at to market TiE SV
events, to increase planned networking and engagement
• Double Dutch was pilot tested during TiEcon 2012
• Joyvent was used to pilot test mobile initiative for TiE SV
events
• Results : Although, the mobile initiative has not been
100% satisfactory, 2012 has been a valuable step in the
right direction

6. NEW MARKETING INITIATIVES
in 2012
AFFILIATES
• 50+ Affiliates were managed in 2012
• A flowchart and process for relationships between new
affiliates and TiE SV has been put in place
• All current affiliates have been documented and segmented
into priority buckets A, B and C
•Results : Stronger relationships developed with stronger
Media partners like GigaOm, Venture Beat, Always On and
Churchill Club
•100 + Media Stories published and collated for TiEcon
2012

7. NEW MARKETING INITIATIVES
in 2012
SEO
• Drive traffic from YouTube by adding relevant tags,
keywords, titles and creating playlists
• Adding news, press releases, articles and blog posts on the
TiE SV website with relevant keywords and tags to increase
website traffic from search via Google, Yahoo, Bing
•Results : 996% increase in Search traffic to the TiE SV
website

8. NEW MARKETING INITIATIVES IN 2012
EVENTS
• Formalizing a process for Event Marketing – before, at and
after the event
• New Event Slides
• Video highlighting 20 years of TiE Silicon Valley – from
concept to where it is today – TiE CM Kick off
• More push through Social Media Marketing
• Results : More effective event marketing. Total number
of events in 2012 was 72 and the total event attendees
were 4878

9. NEW MARKETING INITIATIVES
in 2012
MEMBERSHIP
• New Membership type added – Startup Company
Membership
• Special Fall Rate was added for existing members to attend
all events from Oct – Dec, 2012 for free to encourage new
memberships
• Marketing push through Email and Social Media
•Results : 960 NEW people became members of TiE
Silicon Valley

10. DETAILS OF RESULTS ON INITIATIVES

11. WEBSITE VISITORS in 2012
A total of 82K people visited TiE SV in 2012
Here’s an overview of Traffic sources

12. WEBSITE VISITORS
In 2012 as compared to 2011
Out of 82K, 56K were Unique visitors.
In 2012, there was a 10% Increase in number of Unique visitors
compared to 2011
In 2012, there was a 176% Increase in visits to Speaker Pages

13. WEBSITE VISITORS
In 2012 as compared to 2011
Social Refferral - 332% Increase
No. of Visits due to Social Refferal increased to 3,332 in 2012 as compared
to 771 in 2011

14. WEBSITE VISITORS
In 2012 as compared to 2011
Search Traffic – 969.99% Increase
With the right SEO techniques, we increased search traffic to 14,498 in
2012 as compared to 1,355 in 2011
2012 2011 %Difference
Search Traffic 14,498 1,355 969.99%
Google
Email 15,060 11,774 27.91%
LinkedIn 932 593 57.17%
Yahoo 580 18 3122.22%
Twitter 504 320 57.50%
Meetup 354 8 4,325%
Google + 31 8 287.50%

15. WEBSITE VISITORS
SUMMARY
Overall, there was a huge increase in Average Visitor Duration, Visits and
Pageviews in 2012 as compared to 2011
s

16. SOCIAL MEDIA
SUMMARY 2012
Posts/ Impressions Total Fans Growth
Tweets
TiE SV FB 276 151,767 758 15%
page s
TiEcon FB 382 723,006 3055 12%
page
TiE SV Twitter 392 506,709 1081 32%
TiEcon 1982 4,541,456 2094 30%
Twitter

17. THE BOTTOM LINE
What does this all mean?
All these Marketing Efforts lead to Memberships of
960 New Members in 2012
2012
Total Members 1294
Renewals 334
New 960

18. WHERE DO WE STAND COMPARED TO OUR
COMPETITORS?

19. COMPETITIVE ANALYSIS - Membership
Between TiE SiliconSilicon and Churchill Club
TiE Valley Valley Churchill Club
Type of Organization Nonprofit Nonprofit
Membership Fee $100 $125 - $500
Individual
Charter Membership $1,500 $1000- $10,000
Number of Members 1300, 270 1200, 4800
Individual, Charter
Size of Distribution list 25K 28K
Number of mailings 3 times/ week 1 time/ week
Number of Events /year 60+ 35
Annual Event TiEcon Annual Conference &
Awards
Inference : TiE SV can reduce number of emails/ week and events/ year and
may be increase levels of Charter Memberships.

20. COMPETITIVE ANALYSIS – Social Media
Between TiE Silicon Valley and Churchill Club
Facebook Pages
RESULTS : TiE SV is doing really well on Social Media outreach compared to
Its competitors given the zero dollar budget spent on these activities.

21. COMPETITIVE ANALYSIS – Social Media
Between TiE Silicon Valley and Churchill Club
Facebook Pages
RESULTS : TiE SV is doing really well in engaging its fans and Photo posts
seem to be getting the most engagement.

22. COMPETITIVE ANALYSIS – SEO
Between TiE Silicon Valley and Churchill Club
Websites
RESULTS : With the new SEO techniques, TiE SV is doing really well on
Domain Authority when compared to Churchill Club, SV Forum and
SVC Wireless

23. SUMMARY OF RESULTS

24. RESULTS
• BRANDING - Better TiE SV Branding
• EMAIL - 150 + emails. CTR increased by 7%
• SOCIAL - 332% increase in social referral traffic to TiE
SV Website
• MOBILE - Although, the mobile initiative has not been
100% satisfactory, 2012 has been a valuable step in the
right direction
• AFFILIATES - Stronger relationships developed with
Media brands like GigaOm, Venture Beat, Always On and
Churchill Club
• EVENTS - 72 events and 4878 event attendees in 2012
• SEO - 996% increase in Search traffic to the TiE SV
website
• MEMBERS - 960 NEW people became members of TiE
Silicon Valley