Feeding Fre(E)Nzy Marketing Execution Presentation Slide Share Version

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Summary of Social Media Campaign prepared for Marketing & Social Media Class at Harvard University Extension School

Summary of Social Media Campaign prepared for Marketing & Social Media Class at Harvard University Extension School

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  • 1. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Feeding Fre(e)nzy: A Social Media Campaign Connecting: Food Friends Free Recipes E-commerce To help frenzied professionals plan & prepare meals 1
  • 2. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Contents  What we did: – Developed a Social Media Platform & Channels – Branded a blog – Developed blog and internet ads – Participated in Social Communities (Facebook, CaféMom, FoodBuzz)  What we tracked: – Metrics (Participant Attraction, Traffic, Engagement, Conversion)  Summary: – What we learned – What was easy – What was hard – Where we will go from here 2
  • 3. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Social Media Platform Target Audience: Parents and career adults/households made up of college graduates or those with advanced degrees with moderate incomes between $60,000- $100,000 in the 25-45 age range Feeding Fre(e)nzy Connecting Food, Friends, Family & e-Commerce 3
  • 4. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Social Media Channels 4 http://Recipewiki.com
  • 5. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Blog Layout & Content Feeding Fre(e)nzy Header Facebook badge Blog content, contest information Food Buzz Recipe widget Recipe/list poll You Tube video content Find local online grocer (powered by MyWebGrocer) What I don’t miss about the grocery store poll Subscribe to All Recipes menu widget Followers Free SMS eCookbook, menu planner, shopping list widget Blog Food magazine search Archive 5 About Links to other food blogs Blog
  • 6. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Internet Advertising Messaging : Saving Time & Money Product Spotlight Channels: All Recipes, FoodBuzz, Food2, Supermarket Guru, TasteBook, CaféMom, Mommy Portal* Target Audience: Frenzied parents and professionals Announcing Feeding Fre(e)nzy: Connecting Food Friends Free recipes + eCommerce Saving time and money for you and your family Become a Friend and visit our blog to enter in a sweepstakes to receive $20-$300 off your first online grocery purchase. 6
  • 7. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Mom Blog Advertising Messaging: What I Don’t Miss About The Grocery Store? Channels: Lisa’s Cookbook, Maya’s Mom, Mommy Cooks, Mom In The City* Target Audience: Frenzied parents and professionals What I Don’t Miss About The Grocery Store… Do you: •Struggle carrying groceries home? •Hate waiting in check out lines? •Get frustrated when items are out of stock? •Become annoyed with cranky shoppers and cashiers? Become a part of the new wave of shopping with the help of Feeding Fre(e)nzy brought to you by: Tell us your story and visit our blog to enter in a sweepstakes to receive $40-$300 off your first online grocery purchase. 7
  • 8. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Participation in Social Communities  Facebook http://www.facebook.com  CaféMom http://www.cafemom.com  FoodBuzz http://www.foodbuzz.com 8
  • 9. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Metrics Objective Metric Metric Sources Participant Attraction Collect 360 new e-mail addresses Feeding Fre(e)nzy gmail in box Acquire Friends & Increase Exposure in Target Communities Facebook, CaféMom, FoodBuzz count Blog followers Feeding Fre(e)nzy blog count, Facebook count Customer Traffic Visits Site Meter for blog Views CaféMom, Foodbuzz count Consumer Engagement Recipe/contest comments/posts per week Feeding Fre(e)nzy blog, Facebook count Submissions per contest Feeding Fre(e)nzy gmail, blog count Survey responses gmail, blog, Facebook, Foodbiuzz, CaféMom count Shared Posts Add Thus, ShareThis: digg, delicious, reddit Links [RSS], Search Marketing Tool, Site Meter Conversion Redeem blog coupon promotion codes Feeding Fre(e)nzy blog coupon code Redeem Facebook friend coupon promotion codes Facebook friend coupon code 9 *(Metrics are established for a six month period starting March 1st, 2009 unless stated otherwise)
  • 10. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Summary  What we learned – Planning is as important as execution – Social media marketing is not passive, must be proactive – Managing a community takes significant time commitment – Should be a group endeavor: multiple ideas, perspectives provides richer outcome  What was easy – Setting up a blog and blogging – Participating in target market social communities – Polling communities on food shopping behavior and meal planning  What was hard – Establishing measurable metrics that were achievable – Linking blog posts to social communities – Receiving comments to posts – Getting people to participate in a contest  Where we will go from here… 10