1. BUILDING BLINKIST’S
THRIVING + AWESOME
COMMUNITY
@JESSICAHDRW

2. GOAL + MISSION THE CAMPAIGN
STRATEGY TIMELINE
THRIVING
+
AWESOME
COMMUNITY

3. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY
GOAL
(by end of 2014)
1,000,000
USERS/READERS/BLINKERS
MISSION
Revolutionize the way people read -
Make people read more in less time

4. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY
ONE MILLION
BLINKERS
CHALLENGE
#readmore
What we
want
What they
(actually)
want
Measurable.
Engaging users.
Great press material.

5. “Being competitive is human
nature. Therefore, gamification
of online communities drives
desired member activities; both
quality & quantity”
- Dan Marotta, Community Strategist, PTC

6. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY
Social Media Contest
Leaderboard
Suggest + Vote
GAMIF
ICATI
ON.

7. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY
Facebook Contest
• Like the page
• Tab that links to app download
• Connect with other social
media
• Get their email
• Refer a friend
• Reward with free access

8. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY
More on Facebook
• Help & Tips
• Community guidelines
• Staff pick/Featured summary
• Advertise free access

9. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY
Twitter Contest
• Use hashtag #readmore
• Randomly picked monthly winner
• Reward with extra free access

10. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY
Leaderboard (Stats)
• Stats on summaries read
• Stats on shared to friends (refer-a-
friend function)
• Unlocking badge/Status
Suggest & Vote
• Users can discuss and suggest
which book to be summarized
• Ongoing conversation on social
media
• We pick a list of books
• Users vote on it
• Case study: Threadless

11. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY
TIMELINE
Q1 Q2 Q3 Q4
Preparation: Info
gathering, content creation
Heavy PR: Press release
on major publications
Ongoing user engagement
Review milestones. Use
stats for PR
Set up Social Media
functions. Build email list
Make connections with
influencers
Mini campaigns – relevant
to latest news
Ongoing user
engagement.
Promote social media
contest
Ongoing blogger approach
Suggest &
Vote/Leaderboard function
Launch

12. “Be careful not to confuse
building a community with talking
to an engaged audience. Get
them talking to each other.”
- Justin Isaf, Community Manager, The Hufifngton Post

13. GOAL CAMPAIGN STRATEGY TIMELINE COMMUNITY
Community Culture
Engaged
Inspirational Messages
Clean & Simple Design
Relevant
Celebrate Milestones
Connected
Accessible Anytime
Real Time
Contribution is Rewarded
Share

14. OTHER THINGS
…

15. OTHERS
Content Ideas (Blog + Newsletter)
• Guest writer/blogger
• Submissions for lesson learned – endorsement/testimonials
from users
• Featured author/reader
• Monthly new releases
• Weekly inspirations (quotes)
• Fun daily topics: Throwback Thursday, Humpday
• Staff Picks
• Blinkist story in a video (ex: www.onedollarshave.com)
• Buzzfeed Style: List of things for specific topic
*Relevant & real time content

16. OTHERS
Other Social Media Tools
• Spotify playlist
• Vine video
• Instagram: with daily inspiration
• Google + Hangout: Q&A with authors/founders
• Reddit AMA

17. OTHERS
ACTION PLAN
Pre-Launch
• Analyze reviews/testimonials from current users – use this for press materials
• Invite key influencers/bloggers to participate and provide feedback
• Have exclusive publication for first press of the product – tech crunch, mashable, fast
company?
• Work with lifestyle online publications
• Set up metrics dashboard for social media
• Set up Facebook ads/sponsored tweets
• Initiate contact with celebrity endorsers
• Get people to sign up to newsletter
• Blog content - concise list of things they can learn
• Guerilla marketing on Facebook groups
• Add article on how to read more on ehow.com and wikihow.com
• Post on digg + reddit

18. OTHERS
ACTION PLAN
Post-Launch
• Ongoing social media campaign
• Evaluate referrals – we want natural organic and word of
mouth growth to spur initial trial
• Engage in conversations with users via social media
• If we have significant statistics in term of summaries read in
weeks, hours saved reading, we should release a press
release to the media
• Promote 1 million reader challenge
• Ongoing contact with press – give updates on milestones

19. OTHERS
SOCIAL MEDIA
MONITORING/ANALYTICS/MANAGEMENT
TOOLS
• Facebook
– page lever, edge rank checker, facebook insights
• SocialMention
• IceRocket
• TweetDeck
• Hootsuite
• http://socialmediatoday.com/node/1458746

20. OTHERS
BLOGS & PUBLICATIONS
Lifestyle
• www.buzzfeed.com
• www.thrillist.com
• www.primer.com
• www.gq.com
• www.dailybeast.com
• www.purewow.com
• www.dailycandy.com
• www.geekchickdaily.com
Tech
• www.techcrunch.com
• www.wired.com
• www.mashable.com
• www.theverge.com
• www.allthingsd.com
• www.psfk.com
• www.laughingsquid.com
• www.venturebeat.com
• www.okdork.com
• www.gigaom.com
• www.digg.com
Professionals/Business
• www.wsj.com
• www.slate.com
• www.salon.com
• www.entrepreneur.com
• www.fastcompany.com
• www.forbes.com
• www.washingtonpost.com
• www.huffingtonpost.com
• www.atlantic.com
• www.chicagotribune.com
• www.yopos.com
• www.entrepreneur27.com
• www.reemer.com
• www.devinreams.com
• www.inc.com
Others
• www.good.com
• www.medium.com
• www.upworthy.com
• www.reddit.com
• www.hypebeast.com