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Working With Goya Foods To Rock Digital Marketing

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Flightpath leads the digital marketing efforts for Goya Foods, working with several agencies to create a successful digital marketing campaign. 2013 saw significant successes for Goya. Find out more in this slide deck, presented at BDI in New York by Flightpath President Jon Fox.

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Working With Goya Foods To Rock Digital Marketing

  1. 1. Sharing Food &Culture Through Digital Channels Jon Fox – Flightpath @jonfox1 1
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  3. 3. Founded in 1994 Constantly Evolving Skill Set Emotional Currency is Central to Our Work 3
  4. 4. AUDIENCE Women, 25-49, who are responsible for making food choices (cooking & shopping) in their homes 4
  5. 5. OBJECTIVES  Increase awareness among General Market  Stay top of mind amongst Acculturated Latinas, and create engagement with our brand 5
  6. 6. AGENCY PARTNERS
  7. 7. WEBSITE PROMOTIONS & COUPONS PPC/DISPLAY EMAIL MARKETING SOCIAL MEDIA TRADITIONAL/ PUBLIC RELATIONS 7
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  9. 9. BUILDING AN ACCOUNT MANAGEMENT PRACTICE  Times have changed  Need for guidance and direction in a rapidly changing digital marketplace  Blend deep digital marketing expertise and expertise in key client industries 9
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  11. 11. BUILDING AN ACCOUNT MANAGEMENT PRACTICE  Times have changed  Need for guidance and direction in a rapidly changing digital marketplace  Blend deep digital marketing expertise and expertise in key client industries 11
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  13. 13. TRAFFIC SOURCES Q3 2013 2% 10% Organic Search Direct Traffic 13% Referring Sites 51% Email Paid Search 24% 13
  14. 14. ORGANIC SEARCH Less dependent on branded keyword traffic VISITOR SHARE Keyword Type 2009 2013 Brand 72% 40% Generic 28% 60% 14
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  16. 16. BEFORE 16
  17. 17. AFTER 17
  18. 18. ACCOUNT MANAGEMENT: KEY TASKS  Oversee account/project activities; adhering to internal and client deadlines  Draft client-facing materials: estimates, proposals, memos, timelines, agendas, meeting notes  were client at first of ―WeDay-to-dayshy contact; leading calls with the client.  Client engagement expectations: being directly involved • Client calls returned within 2 hours in social media.‖ • Emails responded to within 4 hours JOSEPH PEREZ, Meeting notes within 3 hours of SENIOR•VICE PRESIDENT OF GOYA FOODS meetings • Client follow-up no later than 5 days after receipt of content for review  Keep up-to-date on industry and consumer trends for application to client strategies and programming efforts 18
  19. 19. ACCOUNT MANAGEMENT: KEY TASKS We were of the thinking that to internal and client deadlines Oversee account/project activities; adhering social media wasn’t the right  Draft client-facing materials: estimates, proposals, memos, timelines, agendas, meeting notes medium to reach our target  Day-to-day client contact; leading calls with the client. audience, but on the contrary,  Client engagement expectations: food •and recipes are some Client calls returned within 2 hours very •popular topics of 4 hours Emails responded to within • Meeting notes within 3 hours of meetings conversation in social media.‖ • Client follow-up no later than 5 days after receipt of content for review JOSEPH PEREZ,  Keep up-to-date on industry and SENIOR VICE PRESIDENT OF GOYA FOODS consumer trends for application to client strategies and programming efforts 19
  20. 20. ACCOUNT MANAGEMENT: KEY TASKS  Oversee account/project activities; adhering to internal and client deadlines ―And so we came to estimates, proposals, memos, timelines, agendas, meeting  Draft client-facing materials: notes realize that we need to be  Day-to-day client contact; leading calls there—helping people findwith the client.  Client engagement expectations: the food recipes and • Client calls returned within 2 hours solutions they're looking • Emails responded to within 4 hours for.‖• Meeting notes within 3 hours of meetings JOSEPH PEREZ, Client follow-up no later than 5 SENIOR•VICE PRESIDENT OF GOYA FOODS days after receipt of content for review  Keep up-to-date on industry and consumer trends for application to client strategies and programming efforts 20
  21. 21. GOYA FACEBOOK DEMOS Majority of fans are females ages 25-44 | Over 85% of fans use Facebook in English
  22. 22. MOST ENGAGING FACEBOOKP OSTS
  23. 23. MOST ENGAGING FACEBOOKP OSTS
  24. 24. MOST ENGAGING FACEBOOKP OSTS
  25. 25. 1% 1% 1% 4% TOP REFERRING SOCIAL NETWORKS: 2013 Q3 34% 59% Facebook Pinterest Blogger Yahoo! Answers reddit Twitter
  26. 26. THANK YOU JON FOX – @JONFOX1 – JFOX@FLIGHTPATH.COM WWW.FLIGHTPATH.COM 212-674-5600 31

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