SYNOPSIS:
A humorist who wanted to capture eyeballs for her special brand of humor found blogs weren't enough; she needed a framework
PROBLEMS:
- Needed an online identity to contrast and extend her print identity
- Needed to identify her core demographic and create a community of those who were looking for a laughter boost in their day
- With so many publishing responsibilities, she wanted to "create once, publish many", to save time and overhead in distributing content to various channels
- Developing a program of viral social marketing seemed too daunting; there was a need for social power yet with an easy-to-use process
OPSTREAMS SOLUTION:
- Content-managed baseline imported graphics and text from existing site, but allowed many iterations of looks due to flexibility and responsiveness
- The ease of use of the Opstreams control panel and centralized functions made training a breeze for the overworked staff, greatly increasing productivity
- The use of analytics with the ability to quickly streamline pages and content allowed for a more "sticky" site that found retained fans and site visitors
RESULTS:
- New fans from an alternate online audience not in the print sphere
- Higher web-search rankings with complementary features embedded in the seven-step online marketing program
- The ability to create an article and publish to multiple sources, such as integrating it automatically into a montly e-newsletter, keeps her
- Partners and referrers expanded noticeably, extending the reach of her show to new demographics