In her SocialMedia.org Member Meeting case study presentation, Premier Farnell's Global Head of Community and Social Media, Dianne Kibbey, sharess how their element14 brand uses community and social media to launch new products and inspire innovation with engineers across the globe. Dianne talks specifically about their Raspberry Pi 2 launch and shares some key takeaways around leveraging your brand's community.

1. Premier Farnell
Dianne Kibbey
element14: Using community and social
media to launch new products and inspire
innovation with engineers across the globeLearn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 37
Chicago
10-28-2015

2. Using community and social media to launch new
products and inspire innovation with engineers across the
globe.
1

3. The element14 community
• Premier Farnell - global distributor of electronic components & services
• Element14 - an external community of and for design engineers - help
engineers, educators and electronics enthusiasts to connect,
collaborate and solve problems
• 360K+ global members
• Unique in our Industry - unbiased resource
2

4. Highly intelligent &
educated
Opinionated
Value experts
Need technical
information
Launch new
products to
market & build
demand
Speed adoption
Grow
engagement and
followers
Engineers Our Challenge
3

5. We asked..
Member projects showcase the ins and outs of a product
Roadtests give early access to the market’s newest products
market
A community product launch
4

6. Global Design Challenges
• Global Design Challenges
• Partnering with industry technology
leaders
• Showcasing member talent
5

7. Launch of the Raspberry Pi2
• Livestream of press conference at the
Shard
• Pi Project from well known expert
• Unboxing Video (67,000 views on
YouTube in first week)
• Sales and community engagement
• #iLuvPi2 global giveaway
6

8. Social Media – #PiCycle
71% share of voice versus
competitors
50% of product sales from
social channels
7

9. It’s all about the content...

10. Continuing the Momentum
• Over 5,000 new members
• Most popular Roadtest of all time - 2,200
applicants
• 50 new Pi2 projects added on the community
• Launch of Sci Fi Your Pi Design Challenge -
Making Science out of Science Fiction
• Halloween build along
9

11. Key Takeaways
- Making members part of the launch
- Content – don’t tell them, show them
- Keep the interest
- Embracing the trends and passions of
your members
10

12. Thank you!
Dianne Kibbey
Global Head of Community & Social
dkibbey@premierfarnell.com
Twitter: @dkibbey
www.element14.com
Twitter: @element14

13. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 37
Chicago
10-28-2015