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  • ALL BULLET POINTS

Transcript

  • 1. Greg Shove
    CEO, Founder Halogen Media Group
    Cooks’ Network
    Social Influence Program
    Social Media Insider Summit
    August 20, 2011
  • 2. Williams-Sonoma: Cooks’ Network ArchitectsKatherine Rice, VP Business Development, Williams-SonomaRichard Siefert, SVP Consumer Marketing, Williams-Sonoma
    “We recognize the importance and expertise of the blogger community and want to engage with their community in new ways.
    By sharing our content with bloggers, we hope to increase our reach and expand our dialogue with them and our their communities.”
  • 3. Cooks’ Network Social Influence Program
    What?
    • Branded content delivery network to food communities.
    Why?
    • To gain relevance among younger, connected consumers.
    • 4. Extend the brand experience to where the foodies are.
    • 5. Earn social outcomes across the power middle of food
    publishers.
  • 6. 13% of all bloggers create 80% of all product-related posts
    The Power Middle
    EDITORS
    About 5K food/cooking bloggers within the target.
    80%
    13%
    FANS & FOLLOWERS
    Source: North American Empowerment Online Survey Q4, 2009
  • 7. Cooks’ Network: Version 1.0
    • Create value proposition for publishers and consumers
    • 8. Identify, recruit and approve social publishers
    • 9. Spec and build scalable and self-service platform
    • 10. Identify and test content, formats and creative
    • 11. Create and streamline publisher on-boarding process
  • over 500 publishers select from custom widgets based on site’s content
    How it works
    content pulled into widgets in real-time
    brand provides authentic content
    social, earned media outcomes
  • 12.
  • 13. Sample Content Widgets
  • 14. Cooks’ Network: Program Components
    • Consistent, fresh content on editorial schedule
    • 15. Technology platform
    • 16. Influencer management
    THE
    WEB
    BRAND CONTENT, PROMOTIONS, SAMPLES
    ACTIVATOR
    PLATFORM
    INFLUENCER
    NETWORK
  • 17. Cooks’ Network: KPI’s
    Distribution/Media
    • Publishers in program
    • 18. Monthly uniques
    • 19. Monthly pageviews
    • 20. Inbound links/bloggers
    • 21. Traffic back to Williams-Sonoma.com
    Consumer Engagement/Research
  • Distribution– Active Publishers
    Projected Growth
    Holiday Spike
    Summer Lull
  • 25. KPI’s so far:26M + Earned ImpressionsOver 175,000 Brand Engagements: views, shares, clicksCTR and Engagement Rates are 3 X’s display averagesBest performing content widgets: recipes and video. 
  • 26. What Cooks’ Network Bloggers Want
    • On-going relationship with a trusted, relevant brand
    • 27. Currency to be offered to their audiences
  • Cooks’ Network: Publisher Recognition
    Publishers want recognition and link backs.
  • 28. Cooks’ Network: Lessons Learned
    • Offer compelling social currency that bloggers can share with their audience
    • 29. Relationship goes both ways – pull content from bloggers
    • 30. Invest in unique brand content – this is harder/ more expensive than anticipated
    • 31. Invest in a publisher retention strategy
    • 32. Solve operational challenges with platform – enables scale and analytics
  • Cooks’ Network V2: Platform Functionality
    • Facebook integration
    • 33. Blogger points system and leader board
    • 34. Auto-detection of influencer activity
    • 35. Robust analytics around content amplification
  • Cooks’ Network V2: Content and Distribution
    • Use blogger content on Williams-Sonoma.com
    • 36. More frequent content updates– with more customization of widgets by the blogger
    • 37. More insider salesand unique offers to blogger communities
  • Cooks’ Network V2: Influencer Hub
  • 38. works for lots of brands, lots of influencers
  • 39. What’s Next: Influencers & Superfans