Sharing Food & Culture
Through Digital Channels

"

Jon Fox – Flightpath"
@jonfox1
1
2
"
Founded in 1994
Constantly "
Evolving Skill Set
Emotional Currency is
Central to Our Work

3
AUDIENCE
Women, 25-49, who are responsible for making
food choices (cooking & shopping) in their homes

4
OBJECTIVES
! Increase awareness among General Market
! Stay top of mind amongst Acculturated Latinas,
and create engagemen...
AGENCY PARTNERS

"
WEBSITE

PROMOTIONS "
& COUPONS

PPC/DISPLAY

EMAIL "
MARKETING

SOCIAL "
MEDIA

TRADITIONAL/"
PUBLIC RELATIONS

7
8
BUILDING AN ACCOUNT
MANAGEMENT PRACTICE
!  Times have changed
!  Need for guidance and direction in a rapidly
changing dig...
10
BUILDING AN ACCOUNT
MANAGEMENT PRACTICE
!  Times have changed
!  Need for guidance and direction in a rapidly
changing dig...
12
TRAFFIC SOURCES Q3 2013"
"

2%
10%


Organic Search
Direct Traffic

13%

Referring Sites

51%

Email
Paid Search

24%

13
ORGANIC SEARCH
Less dependent on branded keyword traffic"

VISITOR SHARE!
Keyword Type

2009

2013

Brand

72%

40%

Generi...
15
BEFORE
16
AFTER
17
ACCOUNT MANAGEMENT:
KEY TASKS

"

!  Oversee account/project activities; adhering to internal and client deadlines
!  Draf...
ACCOUNT MANAGEMENT:
KEY TASKS

"

We ! were of the thinking that to internal and client deadlines
Oversee account/project ...
ACCOUNT MANAGEMENT:
KEY TASKS

"

!  Oversee account/project activities; adhering to internal and client deadlines

“And s...
GOYA FACEBOOK DEMOS
Majority of fans are females ages 25-44 | Over 85% of fans use Facebook in English
MOST
ENGAGING
FACEBOOK
POSTS
MOST
ENGAGING
FACEBOOK
POSTS
MOST
ENGAGING
FACEBOOK
POSTS
1% 1%1%
4%

TOP
REFERRING
SOCIAL
NETWORKS:
2013 Q3

34%
59%

Facebook
Pinterest
Blogger
Yahoo! Answers
reddit
Twitter
THANK YOU
JON FOX – @JONFOX1 – JFOX@FLIGHTPATH.COM"
WWW.FLIGHTPATH.COM 212-674-5600
31
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
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Elevating Online Awareness for Goya Foods - BDI 12/12/13 Visual Social Communications Leadership Forum

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

  1. 1. Sharing Food & Culture Through Digital Channels " Jon Fox – Flightpath" @jonfox1 1
  2. 2. 2
  3. 3. " Founded in 1994 Constantly " Evolving Skill Set Emotional Currency is Central to Our Work 3
  4. 4. AUDIENCE Women, 25-49, who are responsible for making food choices (cooking & shopping) in their homes 4
  5. 5. OBJECTIVES ! Increase awareness among General Market ! Stay top of mind amongst Acculturated Latinas, and create engagement with our brand 5
  6. 6. AGENCY PARTNERS "
  7. 7. WEBSITE PROMOTIONS " & COUPONS PPC/DISPLAY EMAIL " MARKETING SOCIAL " MEDIA TRADITIONAL/" PUBLIC RELATIONS 7
  8. 8. 8
  9. 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. 10
  11. 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. 12
  13. 13. TRAFFIC SOURCES Q3 2013" " 2% 10% Organic Search Direct Traffic 13% Referring Sites 51% Email Paid Search 24% 13
  14. 14. ORGANIC SEARCH Less dependent on branded keyword traffic" VISITOR SHARE! Keyword Type 2009 2013 Brand 72% 40% Generic 28% 60% 14
  15. 15. 15
  16. 16. BEFORE 16
  17. 17. AFTER 17
  18. 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. 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. 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. 21. GOYA FACEBOOK DEMOS Majority of fans are females ages 25-44 | Over 85% of fans use Facebook in English
  22. 22. MOST ENGAGING FACEBOOK POSTS
  23. 23. MOST ENGAGING FACEBOOK POSTS
  24. 24. MOST ENGAGING FACEBOOK POSTS
  25. 25. 1% 1%1% 4% TOP REFERRING SOCIAL NETWORKS: 2013 Q3 34% 59% Facebook Pinterest Blogger Yahoo! Answers reddit Twitter
  26. 26. THANK YOU JON FOX – @JONFOX1 – JFOX@FLIGHTPATH.COM" WWW.FLIGHTPATH.COM 212-674-5600 31
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