The Team Greg Giersch - Project Manager Julia Hall - Social Media Christine Hanolsy - Public Relations Amber Brucker - Benchmarks & Measurement Chris Wain – Holiday Portal/Landing Page Brooks Eilertson - E-commerce
Continue building and nurturing social media communities on four major channels, but build social experience into the buying experience.
Continue contests that move people to powells.com to comment on product pages and to win prizes. Take-over page will move people through the buying funnel by hand-holding them through the process starting with a gift recommendation engine.
Expand to other online groups beyond current recommendations for young, alternative, Portland indie. : woman 30-50 in book groups, working mothers, young parents 25-40, men and woman 50-70. Give these people a resource for recommendations and gift ideas.
Give them a personal shopper they can relate to... Meet The Powell Family… Allison Powell, Doug Powell, Betty Powell.
Elliott has working for 15 years in the Underwriting department of Acme Insurance. At 36 years old, Roger is extremely active. He golfs twice a week in the summer and swims laps three times a week in the winter. He is proud of his garden and spends an hour or two each day maintaining his lawn and flower beds. Roger is also an avid fisherman. Elliot is married to Tracy and has a 7 month old daughter, Georgia. Elliott ’s favorite books are The Adventures of Huckleberry Finn by Mark Twain and One Hundred Years of Solitude by Gabriel Garcia Marquez.
Powell Family Holiday Gift Giving Campaign: SoMe Integration
Allison Powell 38-year-old mother, working for Forest Park Conservancy, likes historical fiction. FB community helps build recommendation list for her profile. Contest for best/most recommendations continues at powells.com. FB exclusive offer based on community input.
Eric Powell 45-year-old male with penchant for Fly Fishing and war stories builds a wish list based on Powell’s SoMe channel recommendations. FB community helps build recommendation list for profile.
Eric Powell is over on Twitter with a wish list and soliciting recommendations.
Tracy Powell 44-year-old female avid reader. Mainly reads best sellers. Tweets about buying ‘Room’ for 30% off today from powells.com and adds http://powells.us/eeq8Qg to her tweet. Tweets about buying a signed edition of ‘The Possessed’ for her sister http://powells.us/eeq8Qg.
Mary Powell 50-year-old female with 600 FB friends, spends $2,000/year on books at Powells and mainly reads books from NY Times Book Review. Mary discusses what her book group is reading and helps community build recommendation list.
Long-string keywords Holiday Gift Guide Holiday book guide Powell’s holiday gift giving guide Powell’s holiday book recommendations Powell’s City of Books gift guide Gift giving help Book giving help Book recommendations Holiday book recommendations Books for gifts Gift books Powell’s recommendations
From November 1st through Jan 3rd, put a new face on Powellsbooks.com home page that reflects more what differentiates the Powell’s brand
the in-store experience
wide selection under one roof
Focus on personalized recommendations. Highlight a handful of personas who make recommendations
Gift Pages Each department or “product line” developed its own gift page Used: http://www.powells.com/used/gift-ideas/ Cards: http://www.powells.com/powellscard.html Holiday catalog: http://www.powells.com/holiday/ (no longer active) http://www.powells.com/used/holiday-catalog Children’s: http://www.powells.com/used/childrens-holiday/ Romance: www.powells.com/ebooks/romance/ holiday / Holiday tote: http://www.powells.com/biblio/1-1110000035804-0 Visitor comments? How do visitors find these pages? Do they reflect the the Powell brand? (Amazon-like)