As consumer technology companies begin to get off the ground and make forecasts, there is the inevitable user adoption hockey stick that rockets the local user count to ridiculous heights with no market budget but significant “viral effects” and “social media.” We thought we’d re-post an item from the Do512 Blog, a real company that has hit the 100,000 user mark, and is also talking publicly about some of their statistics. How do yours measure up?
Do512.com, a lifestyle and entertainment event guide for Austin, surpassed 100,000 registered users in November. Voted “Best Local Entertainment Website” in the 2010 Austin Chronicle Readers Poll, Do512 now receives an average of 130,000 visitors a month, viewing 350,000 pages of content.
The Do512 model has expanded to other markets as well. In June of 2010, platform provider DoStuff Media launched franchises of the Do512-model in Houston (Do713.com) and Chicago (Do312.com), with more cities to come in 2011.
“Our goals have always been the same: to be the best possible resource for Austinites and visitors to find out about all of the great events happening around town while providing unmatchable results for our advertisers,”said Do512 co-founder Jimmy Stewart. “We provide the most comprehensive content available, and organize it in a way that makes it easy for our users to navigate, discover new events, and share them with friends.”
Do512 has become an Austin new-economy success story where many traditional media outlets have faltered. Since launching in October of 2006, Do512 has roughly doubled yearly in both traffic and revenue. By creating and exploiting new media and technology opportunities such as Facebook Connect and an iPhone-optimized mobile browser, Do512 has remained at the cutting edge of what was once a space dominated by traditional media.
In addition to the Do512.com website, Do512 reaches users through the Do512Blog.com, the Do512 Weekly Top Picks email (50k subscribers), Facebook (13k fans), and Twitter (10k followers).
Do512 generates revenue through advertising from music venues, national brands, restaurants/bars, event promoters, and other local businesses. Do512 sets itself apart from traditional media by providing verified data- making it easy to track campaign results and ROI for advertisers. But the key to Do512’s success has been through building close relationships within Austin’s event and entertainment community.
“We have worked to cultivate strong and meaningful relationships with all of our partners, including venues, musicians, local media and bloggers, event organizers, non-profits, and other ‘influencers’”, said Jimmy Stewart, “We believe good karma is priceless and word of mouth can’t be bought”
During March 2010, Do512.com was the highest trafficked website for unofficial and official events and parties taking place during the SXSW Festival, surpassing even the Austin Chronicle and Austin 360. During March 2010, Do512 received 250,000 visits and 1.2 million pageviews. In March 2011, traffic is projected to exceed 400,000 visits and 2 million pageviews.
Do512 rewards users daily, giving out over $11,000 in concert and event tickets, gift cards and other prizes each month. Additionally, Do512 has provided free or discounted support to over 75 non-profit fundraising events in 2010, including pro-bono support for such organizations as Charity Bash and Groundwork Music Project.