In his BlogWell Atlanta presentation, Newell Rubbermaid's VP, E-Business & Interactive Marketing, Bert DuMars, shared how they implemented and grew privately-branded communities. Watch the video of this presentation here: https://vimeo.com/37335884

1. 1

2. MimioConnect – Branded Community
for Educators
Bert DuMars, VP E-Business & Interactive Marketing
@bwdumars
November 8, 2011

3. Newell Rubbermaid
» A Global Company of Brands That Matter
» Our Overall Goals & Objectives
▪ Get closer to our consumers
▪ Expand our Global Footprint
▪ Drive Growth through Innovation & Brand Building
3

4. Mimio Interactive Teaching Technology

7. Beginning (2009)
• MimioConnect was purchased from
New Zealand with 5,000 members
• Mimio hired 5 educators to help grow
the community.

8. Original Team
Tracy
Paul
Lindy
Travis Jessica

9. Community’s Purpose
Find Content
Search an extensive library of
lessons, activities, and graphics,
and share favorites with others.
Get Interactive
Become involved in discussions on
forums, or start a Mimio Group for
sharing files and ideas.
Learn More
Get answers to questions from
Mimio Masters, to take live online or
on-demand courses.

10. Gathering Groundswell
Lesson Forums Groups
Sharing

11. Membership Growth +95,000
MimioConnect
(2011) members!

12. Team Growth (2011)
Paul Jessica
Travis
Lindy Tracy
+
Claire Maribeth Cameron

13. Paul’s BIG Idea
Can we make
video tutorials?
Paul

14. Lindy’s BIG Idea
Can we help
teachers make
their lessons
better?
Lindy

15. Future
More Social Integrate
Members Strategy Training

16. What Did We Learn?
• To be successful, Branded Communities must solve a
customer problem(s)
• The best ideas to grow the community come from
community members
• Identify strongest advocates and leverage them
• And sometimes hire them
• Pay Attention and Listen
• New Product Ideas
• New Ways to use products
• Quickly Identify product problems

17. Q&A
Bert DuMars
VP E-Business & Interactive Marketing
Newell Rubbermaid
@bwdumars