2011 09-06 cg plan final

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2011 09-06 cg plan final

  1. 1. Wild Flavors Strategic & Tactical Online Campaign Plan<br />
  2. 2. Today’s Objectives<br />Partnerships with trade accounts<br />Aumentation of fae to fave efforts<br /><ul><li>Marketing
  3. 3. Virtual book tourt</li></ul>1. Clarity about howyouare positioned to implement a WF online campaign2. Clearer understanding of how to use an online campaignto boost book sales.- Network Mapping - Content Pipeline Development - Online Relationship Building - Multiplevenues& tool<br />
  4. 4. 3<br />
  5. 5. Step 1~Framing the Campaign<br />
  6. 6. Build interest inWF through, create a more dynamic CG online ecosystem and develop a clearer understanding of how to use an online campaign to boost book sales.<br />WF Campaign Objective <br />5<br />
  7. 7. Primary Desired Outcome 1 <br />Positive results from the evangelizing done by Didi, CG staff and other emissaries.<br />6<br />
  8. 8. Primary Desired Outcome 2 <br />A clearer understanding of how to use an online campaign to boost book sales<br />7<br />
  9. 9. Primary Desired Outcome 3<br />A notable growing CG online presence in relevant venues & networks<br />8<br />
  10. 10. Primary Desired Outcome 4 <br />A new, robustly populated, living network map of existing CG network nodes<br />9<br />
  11. 11. Part 2~Network Mapping<br />
  12. 12. Didi, Eva, CG Networks<br />1. Building the list.<br />11<br />
  13. 13. 12<br />
  14. 14. 1000+ Nodes Identified<br />13<br />
  15. 15. 2. Surface Analysis- Is it WF relevant<br /><ul><li> Influence? (Trust)</li></ul> - Creator - Infomediary<br /> - Critic - Vendor <br />- Is there a pathway? <br />14<br />
  16. 16. 3. Prioritizing<br /><ul><li>Breath
  17. 17. Traffic
  18. 18. Positioning </li></ul>15<br />
  19. 19. 16<br />
  20. 20. 17<br />
  21. 21. Part 3Campaign Strategy & Tactics<br />
  22. 22. CampaignStrategy <br />Efficiencies Gained<br />Improved Effectiveness<br />Mix & Match<br />19<br />
  23. 23. ROUTE TRAFFIC<br />Strategy 1<br />Providecontrollable, 2 clicktraffic pathways to stores <br />20<br />
  24. 24. Tactic 1<br />Develop new & optimize existing online platforms, pages, groups, streams etc.<br />21<br />ROUTE TRAFFIC<br />
  25. 25. 22<br />
  26. 26. 23<br />
  27. 27. 24<br />
  28. 28. 25<br />
  29. 29. ROUTE TRAFFIC<br />Tactic2<br />Directly steer all potential customers & others<br />26<br />
  30. 30. CG Bookstore<br />Ecosystems<br />Amazon Bookstore<br />27<br />
  31. 31. ROUTE TRAFFIC<br />Tactic 2 Details<br />Experimental Phase: Everylink & piece of content in a post, comment, retweet, content tease, uploaded video, etc. follows the 2 click path<br />Post-Experiment: Balance 2-click with organic pathways <br />28<br />
  32. 32. CG Bookstore<br />Ecosystems<br />Amazon Bookstore<br />29<br />
  33. 33. LEVERAGE CONTENT<br />Strategy 2<br />Distribute various types of autumn and winter focused digital content in diverse ways on a regular schedule <br />30<br />
  34. 34. 31<br />
  35. 35. LEVERAGE CONTENT<br />Tactic 1<br />Source, contextualize through the WF perspective and regularly distribute 3rd party content.<br />NOTE - Easy access, low capacity to execute<br />32<br />
  36. 36. 33<br />
  37. 37. <ul><li> Didi’s News Feed
  38. 38. Guest Bloggers
  39. 39. Recipe Sharing
  40. 40. So what do you think?</li></ul>34<br />
  41. 41. 35<br />
  42. 42. It’s Beet Week<br />This is where Didi would write a few sentences about this photo from the Wild Flavor’s perspective with a link to something else on the blog about the book or even a link straight to the store.<br />36<br />
  43. 43. 37<br />
  44. 44. Photo of the Day<br />This is where Didi would write a few sentences about this photo from the Wild Flavor’s perspective with a link to something else on the blog about the book or even a link straight to the store.<br />38<br />
  45. 45. LEVERAGE CONTENT<br />Tactic 2<br />Repurpose, contextualize and distribute, new or readily available content previously created by CG&Didi that is WF related but not taken directly from Wild Flavors.<br /> NOTE – Low capacity to create<br />39<br />
  46. 46. <ul><li> Photo of the Day
  47. 47. Guest Bloggers
  48. 48. Recipe Sharing
  49. 49. FAQ</li></ul>40<br />
  50. 50. LEVERAGE CONTENT<br />Tactic 3<br />Create and distribute new content inspired by, repurposed from and/or taken directly from Wild Flavors.Note: Very high capacity needed for new as opposed to repurposed content from the book.<br />41<br />
  51. 51. <ul><li> Didi’s Daily Diary
  52. 52. Weekly Themes
  53. 53. Special Features
  54. 54. Tips & Tricks
  55. 55. What do you do?</li></ul>42<br />
  56. 56. STIMULATE ENGAGEMENT<br />Strategy 3<br />Develop new & take part in existing online engagements that go beyond standard content distribution<br />43<br />
  57. 57. STIMULATE ENGAGEMENT<br />Tactic 1<br />Participate in other people’s content<br />44<br />
  58. 58. Regularly scheduled visits to identified network nodes<br />45<br />
  59. 59. 46<br />
  60. 60. 47<br />
  61. 61. Regularly hunt & gather scans <br />48<br />
  62. 62. 49<br />
  63. 63. 50<br />
  64. 64. STIMULATE ENGAGEMENT<br />Tactic 2<br /><ul><li>Participate in other people’s deeper engagementsNOTE: Winning isn’t everything!</li></ul>51<br />
  65. 65. Whole Foods Weekly Recipe Contest<br />52<br />
  66. 66. 53<br />
  67. 67. Fresh Herbs Recipe Contest<br />54<br />
  68. 68. Chowhound Book of the Month<br />55<br />
  69. 69. Weekly Scan & Jump<br />56<br />
  70. 70. STIMULATE ENGAGEMENT<br />Tactic 3<br /><ul><li>Implement Deeper Wild Flavors Engagements</li></ul>57<br />
  71. 71. Facebook ‘Spread the Word’ Challenge<br />58<br />
  72. 72. ‘Be a Locavore’ Challenge<br /><ul><li>Learn it! Week 1 CG & Didi share what it means to be a locavore through the WF lens
  73. 73. Do it! Week 2, 3 & 4 weekly challenge to get people to be locavores. ‘Most’ actions win. Weekly winner gets a book
  74. 74. Sell it! Weeks 5-6 challenge to get people to be locavores. ‘Most’ recruits win.</li></ul>59<br />
  75. 75. 3. Urban Gardener Photo Contest<br />60<br />
  76. 76. 4. Ask the Expert<br />Frame Topic<br />Gather feedback via a poll<br />Post results<br />Build off results and jump in with deeper answer<br />61<br />
  77. 77. Part 4~Next Steps<br />

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