Problem: Convey complex information, allowing customers to learn and practice new skills in a web based environment.
Solution: Online curriculum.
Result: 100 hours of online curriculum including videos, worksheets and assessments created in six weeks, allowing successful product launch.
Problem: Increase credibility with potential customers.
Solution: Twitter feed sharing expertise and insights daily.
Result: 500% increase in followers in two months, click through to website >10%.
Problem: Convince customers to make a very expensive experiential purchase in online environment.
Solution: Use first person accounts of experience to give a true sense of value and drive purchase.
Result: Gradual release of detailed first person accounts resulting in increased conversion and revenue growth.
Problem: Convert email based dialog into online community and interactive group discussion relying less on “expert” answers and more on community solutions.
Solution: Facebook page with focus on engagement and dialog.
Result: Email questions used as basis of Facebook discussions, quickly leading to person-to-person interaction and problem solving.
Problem: Inspire Community.
Solution: Modify blog from authoritative/information to include regular first person accounts and successes.
Result: Increased engagement, positive reaction from community.