Greg Shove CEO, Founder Halogen Media Group Cooks’ Network Social Influence Program Social Media Insider Summit August 20, 2011
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.”
Cooks’ Network Social Influence Program What?
Branded content delivery network to food communities.
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
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
Cooks’ Network: Version 1.0
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
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
Sample Content Widgets
Cooks’ Network: Program Components
Consistent, fresh content on editorial schedule
THE WEB BRAND CONTENT, PROMOTIONS, SAMPLES ACTIVATOR PLATFORM INFLUENCER NETWORK
Cooks’ Network: KPI’s Distribution/Media
Publishers in program
Traffic back to Williams-Sonoma.com
New emails captured
Distribution– Active Publishers Projected Growth Holiday Spike Summer Lull
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.
What Cooks’ Network Bloggers Want
On-going relationship with a trusted, relevant brand
Currency to be offered to their audiences
Cooks’ Network: Publisher Recognition Publishers want recognition and link backs.
Cooks’ Network: Lessons Learned
Offer compelling social currency that bloggers can share with their audience
Relationship goes both ways – pull content from bloggers
Invest in unique brand content – this is harder/ more expensive than anticipated
Invest in a publisher retention strategy
Solve operational challenges with platform – enables scale and analytics
Cooks’ Network V2: Platform Functionality
Blogger points system and leader board
Auto-detection of influencer activity
Robust analytics around content amplification
Cooks’ Network V2: Content and Distribution
Use blogger content on Williams-Sonoma.com
More frequent content updates– with more customization of widgets by the blogger
More insider salesand unique offers to blogger communities