Jackie Huba's presentation at the Dachis Group Social Business Summit on "One Percenters."

1. One Percenters

4. 1% Rule

6. 7.4m/month
68,682 editors
0.9%

8. 4.5m/month
11,420 creators
0.2%

10. 100,000/month
900 creators
0.9%

11. Inequality is
the Rule

12. Big getting bigger
Consumers of content Creators of content
155 million
(70%)
116 million
(52%) 115 million
(60%)
83 million
(43%)
2008
2013
2008
2013
Source: eMarketer, January 2009

13. Most trusted advertising
1. Recommendations from friends
2. Other peoples’ opinions online
3. Company websites
4. Editorial content (news articles)
5. Brand sponsorships
Source: Nielsen Online Global Consumer Study, April 2009

24. “I'm sending back my Discovery
Educator lab coat to Discovery on
Monday...I'm no longer proud to be
a member of DEN - an organization
that I once promoted everywhere I
went. Sad.”
--Eric Langhorst, 8th grade history teacher, Liberty Missouri, on his blog

26. By the Numbers
DEN members 130,000
STAR Educators 5,000
Leadership Councils 230
Gurus 5
Source: Discovery

27. +114%
United Streaming usage increased
Source: Discovery

28. 2.5x
Usage by DEN schools vs. non-DEN schools
Source: Discovery

29. 82% 99%
United Streaming renewals
Source: Discovery

30. S T R A T E G I C P L A N P R I VAT E A N D C O N F I D E N T I A L
B Y D E C . 3 1 , 2 0 0 5 , W E P L A N T O : v1.0 07-20-05
Increase WOM for Increase usage Grow revenue and
Objectives unitedstreaming of unitedstreaming number of installs
1,000 certified DEN Facilitate 1,500 10,000 people 300,000 active US 600,000 registered 70,000 total
Goals teachers DEN events trained users US users subscribed buildings
Launch DEN Hire nationwide
Strategies certification program field manager team
Create Discovery Increase usage of US by Improve our customer Grow number of
Educator Network existing customers feedback loop new customers
Tactics Application system Hold training events Monthly newsletter Launch print magazine Focus on CAB Launch In focus promotion
(Betsy/date) (Hall, Scott/date) (Betsy/date) (Betsy/date) (Pat/date) (person/date)
Congratulation kit Grow existing customers Message boards Host xx webinars Focus on survey results Conferences
(Betsy/date) (Various/date) (Coni/date) (Jahna/date) (Research/date) (Pat/date)
Meet state network hubs Upload/download system Online training Customer support center Sales calls
Launch email newsletter
(Various/date) (Coni/date) (Sharon/date) (Mark/date) (Johnjoe/date)
(Betsy/date)
Participate in conferences Blog network Sweepstakes program
(Various/date) (Coni/date) (Mark/date)
OTHER
Be active blog users Social networking
(Various/date) (Coni/date) Centralize email marketing
(?/date)
Create US user groups
(Various/date)

31. 3 things

32. Find

33. Give them
something to
join

34. Refine

36. Jackie Huba
Ant’s Eye View
Email: jackie@antseyeview.com
Twitter: @jackiehuba
Blog: ChurchoftheCustomer.com