Williams-Sonoma: Cooks’ Network ArchitectsKatherine Rice, VP Business Development, Williams-SonomaRichard Siefert, SVP Consumer Marketing, Williams-Sonoma<br />“We recognize the importance and expertise of the blogger community and want to engage with their community in new ways. <br />By sharing our content with bloggers, we hope to increase our reach and expand our dialogue with them and our their communities.”<br />
Cooks’ Network Social Influence Program<br />What? <br /><ul><li> Branded content delivery network to food communities.</li></ul>Why? <br /><ul><li>To gain relevance among younger, connected consumers.
Extend the brand experience to where the foodies are.
Earn social outcomes across the power middle of food</li></ul> publishers. <br />
13% of all bloggers create 80% of all product-related posts<br />The Power Middle<br />EDITORS<br />About 5K food/cooking bloggers within the target.<br />80%<br />13%<br />FANS & FOLLOWERS<br />Source: North American Empowerment Online Survey Q4, 2009<br />
Cooks’ Network: Version 1.0<br /><ul><li> Create value proposition for publishers and consumers
Identify, recruit and approve social publishers
Spec and build scalable and self-service platform
Identify and test content, formats and creative
Create and streamline publisher on-boarding process</li></li></ul><li>over 500 publishers select from custom widgets based on site’s content<br />How it works<br />content pulled into widgets in real-time<br />brand provides authentic content<br />social, earned media outcomes<br />