Interviewing at Meetups at WeWork [2018]
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The document outlines a marketing plan for 'Meetups at WeWork' aimed at driving user growth through a structured approach that includes community engagement and leveraging a core group of meetup organizers. It details objectives, audience segments, user journey mapping, and campaigns designed to foster organizer relationships while emphasizing the need for both short-term growth and long-term sustainability. The plan includes various initiatives for 2018, such as training and community management, to activate growth and establish WeWork locations as resource hubs for organizers.
Interviewing at Meetups at WeWork [2018]
- 1. MEETUPS AT WEWORK MARKETING PLAN JON CHANG
- 2. The purpose of this presentation is to guide conversations about marketing for the business unit Meetups at WeWork. It’s divided into three main sections: ● Foundation & framework ● Roadmap ● Example campaign and activation 2 OVERVIEW
- 3. 25,000 Meetups at WeWork in 2018 BRAND ACQUISITION* RETENTION Engagement with Meetups at WeWork (digital and physical) Organizers provide explicit actions to show interest in Meetups at WeWork Continuous use of Meetups at WeWork Notable PR moments Social AMAs Peer-to-peer Engaging content Email drips Partnerships Events Community management Lifecycle emails Peer-to-peer 3 MARKETING BUCKETS TACTICS KEY RESULTS OBJECTIVE WHAT: OBJECTIVES AND KEY RESULTS *Plan doesn’t include paid marketing or advertising
- 4. PROBLEM STATEMENT Achieve short-term user growth while also preparing for long-term, scalable growth. SOLUTION STATEMENT Champion a core group of Meetup organizers as the centerpiece of a long-term marketing plan, which builds them into thought leaders, makes WeW0rk locations a physical resources hub, and provides collaboration opportunities with other organizers. ● Activate the core group in 2018 ● Provide opportunities for them to extend the community in 2019 4 WHAT: OBJECTIVES AND KEY RESULTS
- 5. To most effectively market Meetups at WeWork, the foundational audience segments will all include Meetup type, location, size, time, and season. Layered on top of those segments are characteristics indicating best match for WeWork facilities and amenities. • Small-sized Meetups • Meets outside of peak WeWork member hours • Organizers need and understand main values of Meetups at WeWork 5 Immediate, regular application Special, infrequent occasions • Pop ups • Trainings • Rain sites WHO: AUDIENCES
- 6. Arts & Culture Book Clubs Career & Business Community & Environment Education & Learning Fashion & Beauty Games Health & Wellbeing Hobbies & Crafts LGBT Language & Ethnic Identity Lifestyle Cars & Motorcycles Dancing Fitness Food & Drink Movies & Film Music Outdoors & Adventure Pets & Animals Socializing Sports & Recreation 6 WHO: AUDIENCES Movements & Politics New Age & Spirituality Paranormal Parents & Family Photography Religion & Beliefs Sci-Fi & Fantasy Singles Support Tech Writing Immediate, regular application Special, infrequent occasions
- 7. Do more of what matters to you GROW YOUR PASSIONS TO GROW OTHERS’ PASSIONS ORGANIZER COMMUNITY FACILITIES & AMENITIES LEVEL UP Collaborative Engaging Reliable Comprehensive Stewardship Inspiring Organizers like you, all in “one place” Never again worry about amenities Be a steward of yourself, your Meetup, and the entire Meetup community Largest community of organizers WeWork award-winning facilities Digital and physical opportunities to grow 7 PILLARS POSITIONING ATTRIBUTES BRAND BIG IDEA PROOF POINTS PRODUCT BIG IDEA WHY: BRAND MESSAGING
- 8. 1. AWARENESS They know Meetups are hosted at WeWork 2. CONSIDERATION They understand why it’s valuable 3. EVALUATION They get a taste of the experience 4. CONVERSION They get the full experience 5. RETENTION They do it again, love it, and advocate 8 HOW: USER JOURNEY OVERVIEW 1. 2. 3. 4. 5. LOYALTY INITIAL CONVERSION Much like dating, converting organizers requires multiple dates (outer loop) and eventually being in a relationship (inner loop).
- 9. EVALUATION “I’ve experienced Meetups at WeWork” AWARENESS “I know Meetups are hosted at WeWork” RETENTION “Hosting my Meetup at WeWork is the best.” CONVERSION “I’ve organized a Meetup at a WeWork” CONSIDERATION “I understand the values of Meetups at WeWork” Attend a Meetup at WeWork Messaging to current lists of Meetup organizers Private Slack groupBooking productEducational drips Trainings (live and recorded) Press coverage of notable partnerships and events Meetup tag on Creators Onboarding marketing flow Meetup content on Creators HOW: USER JOURNEY APPLICATION 9
- 10. DECEMBER Meetup Mashup Prepare for 2019 paid promotion Assess need for key hires 2019 TBD WHEN: 2018 ROADMAP TO 25,000 JULY Launch training portal on subdomain Foundational user research Build marketing onboarding flows SEPTEMBER US Beta Summits Start weekly AMAs Introduce YouTube and Slideshare NOVEMBER Holiday fare/fair Build Slack Bots Build email automation AUGUST Beta Slack Channel Meetup tag on Creators Announce key partnerships OCTOBER International Summits Holiday organizing training Full Slack Channel launch 10
- 11. Champion a core group of Meetup organizers as the centerpiece of a long-term marketing plan, which builds them into thought leaders, makes WeW0rk locations a physical resources hub, and provides collaboration opportunities with other organizers. CORE COMPONENTS ● Meetups at WeWork regional one day summits for organizers ● Creators, AMA, and Slack thought leadership opportunities ● Digital and physical “hubs” for organizers (subdomain portal and physical locations) 11 HOW: EXAMPLE CAMPAIGN
- 12. ● Activate the necessary amount of organizers to achieve 25,000 Meetups at WeWork in 2018 by hosting events at WeWork locations for them and offering hand-held experiencecs, then cultivate a core group of enthused and engaged organizers to create and be the “face” of Meetups at WeWork, including thought leadership content about their disciplines posted onto Creators, training materials, and live AMAs. ● That core group will be invited to a “beta” Slack Channel for Meetups at WeWork, which will be the initial planning hub for a Meetup organizers one day summit. The summit will also generate recorded content and press opportunities. ● The content will be livestreamed at the summit, which will generate additional global leads for organizers who want to organize at a WeWork. ● The main repository for this content will be a wework.meetup.com subdomain 12 HOW: EXAMPLE CAMPAIGN
- 13. 13 HOW: EXAMPLE CAMPAIGN Example of a lead gen email drip