Entrepreneurs’ Community Program |

Virtual B2B Community Building

COMPANY

Twitter

SITUATION

After launching a suite of free products designed to foster and expand its SMBs' platform utilization, Twitter wanted to simultaneously grow and tap into that community to understand the products' reception and long-term utility.

DELIVERABLES

Community Management: Grow and manage Twitter’s SMB community (aka Entrepreneurs’ Community Group), including educating members on the platform’s suite of products, promotion of upcoming webinars and new resources, pre-drafting tweets and conversation starters aimed at stimulating discussion, gathering community feedback and increasing participation.

Email Campaign: Craft and execute a compelling email marketing campaign to attract additional professionals to the community.

Playbook Development: Develop a comprehensive playbook for the Entrepreneurs' Community Group Program detailing ongoing communications, outreach approaches, rules of engagement, evergreen content, and community engagement best practices.

STRATEGY

Create and manage a virtual Twitter SMB community that could be leveraged to enhance product development and future product launches.

RESULTS

  • + Fostered community among SMBs, growing Twitter’s Entrepreneurs’ Community Group Program to over 1,000 participants in less than three months

  • + Gathered meaningful intelligence through active and ongoing discussions within the community, directly improving product development

  • + Enabled direct communication between the SMB community and Twitter's product and engineering teams for beta testing and feedback

  • “Morgan deeply understands her customers and community and how to build it. She built a robust and engaged community of professionals that were providing solid product improvements, interested in beta testing new features, and sharing and connecting with each other. Morgan gets it.”

    John Stokvis | Indiegogo (formerly a cross-functional partner at Twitter)