Your SlideShare is downloading. ×
0
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum

115

Published on

Presentation: Elevating Online Awareness for Goya Foods …

Presentation: Elevating Online Awareness for Goya Foods
Minting Emotional Currency with an Integrated Digital Media Approach.
Presented by: Jon Fox, President, Flightpath
The culture of food is meant to be shared, and today’s digital era has enabled Goya to build upon its rich heritage of food, family and culture to reach consumers with stories, recipes and offers that drive product trial and purchase continuity.

www.bdionline.com

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
115
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Sharing Food & Culture Through Digital Channels " Jon Fox – Flightpath" @jonfox1 1
  • 2. 2
  • 3. " Founded in 1994 Constantly " Evolving Skill Set Emotional Currency is Central to Our Work 3
  • 4. AUDIENCE Women, 25-49, who are responsible for making food choices (cooking & shopping) in their homes 4
  • 5. OBJECTIVES ! Increase awareness among General Market ! Stay top of mind amongst Acculturated Latinas, and create engagement with our brand 5
  • 6. AGENCY PARTNERS "
  • 7. WEBSITE PROMOTIONS " & COUPONS PPC/DISPLAY EMAIL " MARKETING SOCIAL " MEDIA TRADITIONAL/" PUBLIC RELATIONS 7
  • 8. 8
  • 9. BUILDING AN ACCOUNT MANAGEMENT PRACTICE !  Times have changed !  Need for guidance and direction in a rapidly changing digital marketplace !  Blend deep digital marketing expertise and expertise in key client industries 9
  • 10. 10
  • 11. BUILDING AN ACCOUNT MANAGEMENT PRACTICE !  Times have changed !  Need for guidance and direction in a rapidly changing digital marketplace !  Blend deep digital marketing expertise and expertise in key client industries 11
  • 12. 12
  • 13. TRAFFIC SOURCES Q3 2013" " 2% 10% Organic Search Direct Traffic 13% Referring Sites 51% Email Paid Search 24% 13
  • 14. ORGANIC SEARCH Less dependent on branded keyword traffic" VISITOR SHARE! Keyword Type 2009 2013 Brand 72% 40% Generic 28% 60% 14
  • 15. 15
  • 16. BEFORE 16
  • 17. AFTER 17
  • 18. ACCOUNT MANAGEMENT: KEY TASKS " !  Oversee account/project activities; adhering to internal and client deadlines !  Draft client-facing materials: estimates, proposals, memos, timelines, agendas, meeting notes !  Day-to-day client contact; leading calls with the client. “We Client engagement expectations: were shy at first of !  being Client calls returned within 2 hours directly involved in •  socialEmails responded to within 4 hours •  media.” JOSEPH• PEREZ, 
 Meeting notes within 3 hours of SENIOR VICE PRESIDENT OF GOYA FOODS meetings •  Client follow-up no later than 5 days after receipt of content for review !  Keep up-to-date on industry and consumer trends for application to client strategies and programming efforts 18
  • 19. ACCOUNT MANAGEMENT: KEY TASKS " We ! were of the thinking that to internal and client deadlines Oversee account/project activities; adhering social media wasn’t the right !  Draft client-facing materials: estimates, proposals, memos, timelines, agendas, meeting notes medium to reach our targetwith the client. !  Day-to-day client contact; leading calls audience, but on the contrary, !  Client engagement expectations: Client calls returned within 2 hours food • and recipes are some •  Emails responded to within very popular topics of 4 hours •  Meeting notes within 3 hours of meetings conversation in social media.” •  Client follow-up no later than 5 days after receipt of content for review JOSEPH Keep up-to-date on industry and !  PEREZ, 
 SENIOR VICE PRESIDENT OF GOYA FOODS programming efforts consumer trends for application to client strategies and 19
  • 20. ACCOUNT MANAGEMENT: KEY TASKS " !  Oversee account/project activities; adhering to internal and client deadlines “And so we came toestimates, proposals, memos, timelines, agendas, meeting notes !  Draft client-facing materials: realize thatDay-to-day clientto be leading calls with the client. !  we need contact; there— !  Client people find the helping engagement expectations: •  Client calls returned solutions food recipes and within 2 hours •  Emails responded to within 4 hours they're looking for.”" •  Meeting notes within 3 hours of meetings • PEREZ, 
 follow-up no later than 5 days after receipt of content for review JOSEPH Client SENIOR VICE PRESIDENT OF GOYA FOODS !  Keep up-to-date on industry and consumer trends for application to client strategies and programming efforts 20
  • 21. GOYA FACEBOOK DEMOS Majority of fans are females ages 25-44 | Over 85% of fans use Facebook in English
  • 22. MOST ENGAGING FACEBOOK POSTS
  • 23. MOST ENGAGING FACEBOOK POSTS
  • 24. MOST ENGAGING FACEBOOK POSTS
  • 25. 1% 1%1% 4% TOP REFERRING SOCIAL NETWORKS: 2013 Q3 34% 59% Facebook Pinterest Blogger Yahoo! Answers reddit Twitter
  • 26. THANK YOU JON FOX – @JONFOX1 – JFOX@FLIGHTPATH.COM" WWW.FLIGHTPATH.COM 212-674-5600 31

×