1. Turning Customers Into
FansRobyn Tippins
Yahoo! Developer Network
Photo by http://www.flickr.com/photos/sagamiono/

2. Yahoo! Merchant Summit
Why?
Increasing a store’s revenues increases
Yahoo!’s revenues
Why?
Increasing a store’s revenues increases
Yahoo!’s revenues
1. To build loyalty
2. To address requests
from clients for more
networking and
learning
opportunities

3. Success MeasurementSuccess Measurement
• Survey Results: 100% would go again; 97%
approval rating
• Survey Results: 100% would go again; 97%
approval rating
• Sold Out ($300 tix)
• Sold Out ($300 tix)
• Social Media: 31k people reached; 90k
impressions; over a dozen videos
• Social Media: 31k people reached; 90k
impressions; over a dozen videos

4. Learned
• Piggyback on another relevant and successful
conference
• Consider partnering with relevant sponsors
(American Express OPEN Business Forum)

5. Yahoo! Developer Network Events
1. Cost-conscious
marketing
2. Community
Building
3. Loyalty

6. Grassroots Community Events
• Local Barcamps
• Meetups
• Local Hack events
• Fewer large conferences
• Every Yahoo! is an Evangelist (EYIAE)

7. Success MeasurementSuccess Measurement
• Events attended increased• Events attended increased
• YDN Blog and YDN Social content increased
• YDN Blog and YDN Social content increased
• Praise and loyalty increased• Praise and loyalty increased
• Followers on social sites increased
• Followers on social sites increased

8. Learned
• Internal Tech Talks give new speakers a
chance to try speaking in a friendly
environment
• Sometimes travel funding was necessary, but
often we could find a local Yahoo to attend
• Swag was a big hit, and fairly inexpensive
• Only sponsor events we could attend
• Designate one person as the ‘go to’ for certain
regions so people there remember and
connect to him.

9. Flickr Community Events
1. Marketing
2. Community
Building
3. Loyalty

10. Grassroots Community Events
• Support local Flickr-created events
• Find hot topics, and create regional events
around them (Olympics; Presidential
Inauguration)
• Support local member-created events
• Hire a community manager for each language
• Global, online events

11. Success MeasurementSuccess Measurement
• Local media coverage• Local media coverage
• # of photos uploaded per event
• # of photos uploaded per event
• Social media mentions (including Flickr forums
and blog posts)
• Social media mentions (including Flickr forums
and blog posts)

12. Learned
• Create a process for ‘supporting’ member
events.
• Enlist local Yahoos help
• Create a How to Host page and make it public
• Prepack swag bags