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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