Digital Marketing Strategy for Powell's Books


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Digital Marketing Strategy for Powell's Books

  1. 1. WM403 Integrating Digital Media
  3. 3. The Team Greg Giersch - Project Manager Julia Hall - Social Media Christine Hanolsy - Public Relations Amber Brucker - Benchmarks & Measurement Chris Wain – Holiday Portal/Landing Page Brooks Eilertson - E-commerce
  4. 4. <ul><li>http :// </li></ul><ul><li>Develop an online holiday season campaign to drive sales on </li></ul><ul><li>Focus on gift givers looking to give readers new and used books, Google eBooks and eGift Cards. </li></ul>
  5. 6. <ul><li>Drive Online Holiday Gift-Giving Sales . </li></ul><ul><li>  </li></ul><ul><li>Strategic Guidelines: </li></ul><ul><li>Does it simplify the customer journey to purchase? </li></ul><ul><li>Does it transfer the in-store buying experience to on-line? </li></ul><ul><li>Does it engage the existing fan base? </li></ul>
  6. 7. 2009 – Internet Retailer Powells B&N
  7. 8. <ul><li>To increase conversion rate we need to either: </li></ul><ul><li>lower the price or </li></ul><ul><li>raise the value for current pricing. </li></ul><ul><li>We want to find and develop ways to increase the value of what is offered online. </li></ul>
  8. 12. Visitor No Connection FAN Competitor Low-Price Not Engaged Engaged Powell’s Online Sale
  9. 13. <ul><li>Excite and engage key influencers across media platforms. </li></ul><ul><li>Introduce the Powell ’s “family.” </li></ul>Social Media & Public Relations
  10. 14. <ul><li>Powell's is doing a great job on creating community in their social media channels </li></ul><ul><ul><li>Facebook has 95,000 Likes, 142 Likes on the 11 posts in the last 72 hours, 58 comments on posts in the last 4 days. </li></ul></ul><ul><ul><li>Twitter has 23,340 followers, on 2000 lists, 7 tweet responses, 2 retweets, 2 event reminders in the last 4 days. </li></ul></ul><ul><ul><li>Blog has a minimum of 3 posts a day: book news, review-a-day and guest blogger (a new author and changes every week). Original essays and author Q&A additional posts. </li></ul></ul><ul><ul><li>Tumblr activity impressive. 6 posts in the last week with 797 likes or reblogs. </li></ul></ul>Powell ’s Social Media Success
  11. 15. <ul><ul><li>Given these stats it is clear that Powell's is doing a good job on creating compelling content and engagement, but there is a problem with conversion. </li></ul></ul><ul><ul><li>People are not ordering books online from Powells at that rate that they are engaging in their social media channels. </li></ul></ul><ul><ul><li>Enter: Holiday Take-over Campaign </li></ul></ul>Powell ’s Social Media Optimization
  12. 16. Powell’ s SoMe Holiday Take-over Strategy <ul><ul><li>Continue building and nurturing social media communities on four major channels, but build social experience into the buying experience. </li></ul></ul><ul><ul><li>Continue contests that move people to to comment on product pages and to win prizes. Take-over page will move people through the buying funnel by hand-holding them through the process starting with a gift recommendation engine. </li></ul></ul><ul><ul><li>Expand to other online groups beyond current recommendations for young, alternative, Portland indie. : woman 30-50 in book groups, working mothers, young parents 25-40, men and woman 50-70. Give these people a resource for recommendations and gift ideas. </li></ul></ul><ul><ul><li>Give them a personal shopper they can relate to... Meet The Powell Family… Allison Powell, Doug Powell, Betty Powell. </li></ul></ul>
  13. 17. Meet the Powells! <ul><li>Elliott has working for 15 years in the Underwriting department of Acme Insurance. At 36 years old, Roger is extremely active. He golfs twice a week in the summer and swims laps three times a week in the winter. He is proud of his garden and spends an hour or two each day maintaining his lawn and flower beds. Roger is also an avid fisherman. Elliot is married to Tracy and has a 7 month old daughter, Georgia. Elliott ’s favorite books are The Adventures of Huckleberry Finn by Mark Twain and One Hundred Years of Solitude  by Gabriel Garcia Marquez. </li></ul>
  14. 18. Powell Family Holiday Gift Giving Campaign: SoMe Integration
  15. 19. Allison Powell 38-year-old mother, working for Forest Park Conservancy, likes historical fiction. FB community helps build recommendation list for her profile. Contest for best/most recommendations continues at FB exclusive offer based on community input.
  16. 20. Eric Powell 45-year-old male with penchant for Fly Fishing and war stories builds a wish list based on Powell’s SoMe channel recommendations. FB community helps build recommendation list for profile.
  17. 21. Eric Powell is over on Twitter with a wish list and soliciting recommendations.
  18. 22. Tracy Powell 44-year-old female avid reader. Mainly reads best sellers. Tweets about buying ‘Room’ for 30% off today from and adds to her tweet. Tweets about buying a signed edition of ‘The Possessed’ for her sister
  19. 23. Mary Powell 50-year-old female with 600 FB friends, spends $2,000/year on books at Powells and mainly reads books from NY Times Book Review. Mary discusses what her book group is reading and helps community build recommendation list.
  20. 24. More Social Media Campaign Ideas <ul><li>Daily contest for next day's persona using #booklove. </li></ul><ul><li>Engage influencers to share what they're reading using #booklove. </li></ul><ul><li>   </li></ul><ul><li>YouTube: Give employees flip cams and tell them to find a customer for a 30sec interview about what they are reading/buying. </li></ul>
  21. 26. OWN the Twitter #booklove hashtag
  22. 27. When to start When to stop When to check the dipstick Measurement & Benchmarks
  23. 28. Benchmark Analytics - Current Metrics <ul><li>Traffic: </li></ul><ul><li>      Search: 61% (did they search for Powells?) </li></ul><ul><li>      Direct: 17% </li></ul><ul><li>      Referring: 22% </li></ul><ul><li>      New: 71% (new to site, but new to Powells?) </li></ul><ul><li>      Returning: 29% </li></ul>
  24. 29. Benchmark Analytics - Current Metrics <ul><li>Exit pages last month: </li></ul><ul><li>            50% occurred from a product detail page </li></ul><ul><li>            6% occurred on the home page </li></ul><ul><li>            4% occurred from the blog </li></ul><ul><li>            1% occurred from the cart </li></ul><ul><li>            1% occurred from checkout </li></ul>
  25. 30. October 31 st – Before campaign
  26. 31. November 2 nd – After start of campaign November 24 th – Prep for Black Friday November 27 th – Black Friday Results & Prep for Cyber Monday November 29 th – Results from Cyber Monday
  27. 32. December 5 th , 12 th , 19 th – Weekly benchmarks December 23 rd – Prep for Last Minute Christmas Rush December 27 th – Results from Christmas
  28. 33. January 3 rd – Results from campaign
  29. 34. Benchmark Analytics - Metrics to Monitor <ul><li>Bounce rate and page </li></ul><ul><li>Conversion rate </li></ul><ul><li>Search terms </li></ul><ul><li>Unique and repeat visitors </li></ul><ul><li>Exit pages </li></ul>
  30. 35. Benchmark Social Media <ul><li>Social icon clicks from site </li></ul><ul><li>Click rates from Social Media locations </li></ul><ul><li>Conversion rates of those clicks </li></ul><ul><li>Monitor Twitter and Facebook </li></ul>
  31. 36. Long-string keywords Holiday Gift Guide Holiday book guide Powell’s holiday gift giving guide Powell’s holiday book recommendations Powell’s City of Books gift guide Gift giving help Book giving help Book recommendations Holiday book recommendations Books for gifts Gift books Powell’s recommendations
  32. 37. <ul><li>Portal Objective </li></ul><ul><li>Develop a holiday gift portal that will reflect more of the in-store experience that makes Powell’s unique </li></ul><ul><li>Strategy </li></ul><ul><li>Focus on elements that differentiate the Powell’s brand—the people, in-store experience, wide selection under one roof </li></ul><ul><li>Offer “clicks and mortar” option for visitors in Portland area </li></ul><ul><li>Personalized recommendations. Key employees who make recommendations (starting with asking the visitor a questions about the person they’re getting the gift for) </li></ul><ul><li>Tactics </li></ul><ul><li>Simplify design of the gift portal, relative to the primary site. </li></ul><ul><li>Offer a recommendation engine, starting with demographics and interests of the gift recipient (that leads to a photo and recommendations from one of the advisors) </li></ul>
  33. 38. holiday portal <ul><li>Strategy </li></ul><ul><ul><li>From November 1st through Jan 3rd, put a new face on home page that reflects more what differentiates the Powell’s brand </li></ul></ul><ul><ul><ul><li>People </li></ul></ul></ul><ul><ul><ul><li>the in-store experience </li></ul></ul></ul><ul><ul><ul><li>wide selection under one roof </li></ul></ul></ul><ul><ul><li>Focus on personalized recommendations. Highlight a handful of personas who make recommendations </li></ul></ul>
  34. 39. Gift Pages Each department or “product line” developed its own gift page Used: Cards: Holiday catalog: (no longer active) Children’s: Romance: holiday / Holiday tote: Visitor comments? How do visitors find these pages? Do they reflect the the Powell brand? (Amazon-like)
  35. 40. Tactics <ul><li>Simplified design: authentic, accessible, designed to speed the path to the transaction </li></ul><ul><li>Portal branding elements: logo, and photo(s) of persona - gift advisors. Look and feel closer to Strand books than Amazon </li></ul><ul><li>Offer a recommendation engine, starting with demographics and interests of the gift recipient (that leads to a photo and recommendations from one of the personas) </li></ul><ul><li>Monitor pricing of major items relative to Amazon and B&N; stay within just-noticeable difference threshold ($2?) </li></ul>
  36. 41. Holiday home page Powell’s logo Holiday-themed banner Search/ Advanced search Staff photo (in front of Powells marquee?) “ Books for readers? Let our staff help” <ul><li>Choose from Bestsellers </li></ul><ul><li>NYT fiction </li></ul><ul><li>NYT nonfiction </li></ul>Looking for a rare book? Let us help <ul><li>Recommendation engine </li></ul><ul><li>Who are you buying for? </li></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Where do they live </li></ul></ul><ul><ul><li>Interests </li></ul></ul><ul><ul><li>Etc </li></ul></ul>My wish list Best bets (popular, high brow—Mark Twain 2011, etc) Page with age-appropriate staff photo and recommendations Best-seller lists with links to shopping cart
  37. 42. <ul><li> </li></ul><ul><ul><li>5,398,084 unique visitors </li></ul></ul><ul><li>                         '09 monthly avg </li></ul><ul><ul><li>$20,600,000 - 09' web </li></ul></ul><ul><li>                                based sales </li></ul><ul><li>Barnes and Noble. com </li></ul><ul><ul><li>7,735,781 - unique visitors </li></ul></ul><ul><li>                            '09 monthly avg </li></ul><ul><ul><li>$493,000,000 - '09 web </li></ul></ul><ul><li>                                  based sales </li></ul><ul><li>             </li></ul>Great Traffic, Poor Conversion
  38. 44. Branded Holiday Gift Wrapping <ul><ul><li>Solves Customers problems </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Creates Value  </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Promotes the Powells Brand </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Rides Portland’s wave of popularity </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Environmental, Socially Responsible </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  39. 45.   2-Day Shipping             FREE !!
  40. 52. <ul><li>Drive Online Holiday Gift-Giving Sales . </li></ul><ul><li>  </li></ul><ul><li>Offer more perceived value during the buying process. </li></ul><ul><li>Transfer the in-store buying experience to on-line. </li></ul><ul><li>Engage the existing social media fan base. </li></ul><ul><li>Create Powell’s personas. </li></ul><ul><li>Integrate it all with a Holiday Takeover page </li></ul><ul><li>Give us the green light to start. </li></ul>