While many community teams struggle to find the value of community in their greater organizations, Branch has not only discovered a game changing mobile technology, but also built a game changing community. It’s co-founder and marketing manager discuss how community has gone from a pet project, to a massive new revenue driver. Mada walked attendees through how executives and marketing teams can work together to get buy-in, build something uniquely positioned to win, and drive millions in new revenue from their program.
Mada leads strategy and market development as a co-founder of Branch, the mobile growth platform powering mobile linking and growth for over 50,000 apps and 2 billion monthly users around the world. Born and raised in Romania, Mada came to the US to study Electrical and Computer Engineering at Cornell University and then earned her Masters of Engineering and MBA from Stanford.
Watch the full recording of Mada’s talk at CMX Summit 2019.
You can find all the CMX Summit 2019 talks here, and get ready to CMX & Chill.
This post is a high level outline created by the CMX Community in the CMX Summit 2019 Collaborative Notes
Brands typically build community around their brands. What Branch did was different. They built a community called “Mobile Growth” and then started Branch.
Community lead to Branch (Community > Branch.io)
They tried to launch a different app and realized there were no resources on how to do Mobile Growth. So they did a Meetup to try and bring people together to learn how to do Mobile Growth.
They decided to scale the Meetups.
But they ran into a problem…..
The CEO said “I don’t see value necessarily. Are they worth it?” [basically the same thing every community manager has heard from the companies they work for at some point because there is a base level misunderstanding about the end result of the content].
They tried “Branch” branded meetup groups and it really flopped. They had maybe 14 people attend.
Pivoting from Mobile Growth meetups to Branch meetups was BAD.
They needed to be better at capturing information about attendees
They centralized all their events into one page (Mobilegrowth.org) which showed their community members they were part of a larger community.
They used enriching data to understand who their community was.
The results:
Check out all the talks from CMX Summit 2019. Get ready to CMX & Chill.*This post was authored by the CMX Community in the CMX Summit 2019 Collaborative Notes
Community & Events Marketing Manager at Bevy! Passionate about building our community and connecting with members. When I'm not writing for the Bevy Blog, I'm writing about my global travels!
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