Shove

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  • ALL BULLET POINTS
  • Shove

    1. 1. Greg Shove<br />CEO, Founder Halogen Media Group<br />Cooks’ Network<br />Social Influence Program<br />Social Media Insider Summit<br />August 20, 2011<br />
    2. 2. 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 />
    3. 3. 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.
    4. 4. Extend the brand experience to where the foodies are.
    5. 5. Earn social outcomes across the power middle of food</li></ul> publishers. <br />
    6. 6. 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 />
    7. 7. Cooks’ Network: Version 1.0<br /><ul><li> Create value proposition for publishers and consumers
    8. 8. Identify, recruit and approve social publishers
    9. 9. Spec and build scalable and self-service platform
    10. 10. Identify and test content, formats and creative
    11. 11. 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 />
    12. 12.
    13. 13. Sample Content Widgets<br />
    14. 14. Cooks’ Network: Program Components<br /><ul><li> Consistent, fresh content on editorial schedule
    15. 15. Technology platform
    16. 16. Influencer management</li></ul>THE<br />WEB<br />BRAND CONTENT, PROMOTIONS, SAMPLES<br />ACTIVATOR<br />PLATFORM<br />INFLUENCER<br />NETWORK<br />
    17. 17. Cooks’ Network: KPI’s<br />Distribution/Media <br /><ul><li> Publishers in program
    18. 18. Monthly uniques
    19. 19. Monthly pageviews
    20. 20. Inbound links/bloggers
    21. 21. Traffic back to Williams-Sonoma.com</li></ul>Consumer Engagement/Research<br /><ul><li> User Engagements
    22. 22. Shares/Likes
    23. 23. New emails captured
    24. 24. Feedback</li></li></ul><li>Distribution– Active Publishers<br />Projected Growth<br />Holiday Spike<br />Summer Lull<br />
    25. 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. <br />
    26. 26. What Cooks’ Network Bloggers Want<br /><ul><li> On-going relationship with a trusted, relevant brand
    27. 27. Currency to be offered to their audiences</li></li></ul><li>Cooks’ Network: Publisher Recognition<br />Publishers want recognition and link backs.<br />
    28. 28. Cooks’ Network: Lessons Learned<br /><ul><li> Offer compelling social currency that bloggers can share with their audience
    29. 29. Relationship goes both ways – pull content from bloggers
    30. 30. Invest in unique brand content – this is harder/ more expensive than anticipated
    31. 31. Invest in a publisher retention strategy
    32. 32. Solve operational challenges with platform – enables scale and analytics</li></li></ul><li>Cooks’ Network V2: Platform Functionality<br /><ul><li> Facebook integration
    33. 33. Blogger points system and leader board
    34. 34. Auto-detection of influencer activity
    35. 35. Robust analytics around content amplification</li></li></ul><li>Cooks’ Network V2: Content and Distribution<br /><ul><li> Use blogger content on Williams-Sonoma.com
    36. 36. More frequent content updates– with more customization of widgets by the blogger
    37. 37. More insider salesand unique offers to blogger communities</li></li></ul><li>Cooks’ Network V2: Influencer Hub<br />
    38. 38. works for lots of brands, lots of influencers<br />
    39. 39. What’s Next: Influencers & Superfans<br />

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