CHEF HASSET
GO.COM
MODULE 3 FINAL PRESENTATION
What’s inside?
 The Beginning
 The Client
 The Plan
 The Opportunity
 Part 1: Blog Marketing
 Objective
 Blog Marke...
What’s inside?
 Part 2: Social Media Marketing
 Objective
 Social Media Marketing Plan
 Promotions
 Insights
 Learni...
The Beginning
 The Client
Chef Hasset Go is a young and
multi-awarded pastry chef based in
Manila. He is the owner of
Med...
The Beginning
 The Plan
Once, we have talked about his
plan to create an event involving
bloggers as well as his friends
...
The Beginning
 The Opportunity
The opportunity to become a
student of Ateneo-DigitalFilipino
Blog and Social Media Entrep...
Part 1: Blog Marketing Package
 Initial consultation with clients, complimentary
 Unlimited email coordination per month...
Part 1: Objectives
 To create an online portal where Chef
Hasset Go may be able to share
everything about himself- his bi...
Part 1: Blog Marketing Plan
 Blog Information
 Name of Blog: CHEF HASSET GO.com
 Website Address:
http://www.chefhasset...
Part 1: Keywords
 dessert, pastry, desserts, pastries, culinary
school, culinary school in manila, pastry
desserts, pastr...
Part 1: Blog Design
Post 1: Welcome Message
Post 1: Promotions
*Each blog post is promoted via Facebook Fanpage, Bloggers
Network and Bakers Network (3 Major Social M...
Post 2: A Short Blogiography
Post 2: Promotions
Post 2: Promotions
Post 3: The Sweets Master’s
Factory
Post 3: Promotions
Post 4: Top 5 Baking Secrets
Post 4: Promotions
Post 4: Promotions
Post 5: Free Recipe
Post 5: Promotions
Post 6: Free Recipe
Post 6: Promotions
Post 7: Chef Hasset Go at UNTV’s Bread and
Butter
Post 7: Promotions
Post 8: Chef Hasset Go at
Kabuhayang Swak na Swak
Post 8: Promotions
Post 9: Free Recipe
Post 9: Promotions
Post 10: Chef Hasset Go at 700 Club
Asia
Post 10: Promotions
Post 11: Chef Hasset Go’s Top 5 Favorite
Desserts
Post 11: Promotions
Post 12: Free Recipe
Post 12: Promotions
Post 13: Free Recipe
Post 13: Promotions
Post 14: Chef Hasset Go Bloggers
Night: Call for Bloggers
Post 14: Promotions
Post 15: Chef Hasset Go Bloggers
Night: Call for Sponsors
Post 14: Promotions
Post 16: Chef Hasset Go Bloggers
Night: The Press Release
Post 16: Promotions
Analytics: April 15, 2012
Analytics: April 30, 2012
Analytics: May 8, 2012
Part 1: Results
 No. of Blog Posts as of May 8, 2012 – 16
vs. 10
 No. of Pageviews all time history as of
May 8, 2012 – ...
Part 1: Learning
 It is very important to experience (not just
know) the personality or the Unique Selling
Proposition (U...
Part 2: Social Media Marketing
Package
 Initial consultation with clients, complimentary
 Unlimited email coordination p...
Part 2: Objectives
 To create 3 Major Social Media Platforms
wherein the bog posts shall be bookmarked
and wherein the ma...
Part 2: Social Media Marketing
Plan
 Platform: Facebook
 Networks: Chef Hasset Go Fanpage, Chef
Hasset Go Bloggers Netwo...
Part 2: Chef Hasset Go Fanpage
Part 2: Chef Hasset Go Bloggers
Network
Part 2: Chef Hasset Go Bakers
Network
Part 2: Facebook Question
Insights Overview: April 7,
2012
Insights History: April 7, 2012
(Day 0 – 2,389 Fans)
Insights on Posts: April
16, 2012
Insights on Likes: April
16, 2012
Insights on Reach: April 16,
2012
Insights on Talking About This
April 16, 2012
Insights History: April
16, 2012
Insights History: May 8, 2012
Part 2: Results
 Percentage of increase of Fanpage Likes from
to May 8, 2012 – From 2,389 to 2,650 = 261
Likes or 11% vs....
Part 2: Learning
 Even though our primary objective is not really to
increase the number of Fanpage Likes but to
increase...
Part 2: Learning
 Creating a Bloggers Network as well as a
Bakers Network is such an enjoyable thing to
do. For years, ma...
Part 3: Event Activation with
Bloggers Package
 Initial consultation with clients, complimentary
 Unlimited email coordi...
Part 3: Objectives
 To create a Social Media Activation campaign
to launch CHEF HASSET GO.com involving
food and lifestyl...
Part 3: Details
 Chef Hasset Go
Bloggers Night: The
Il Mercanti
Experience
 Il Mercanti Food
Bazaar (Metrowalk)
 May 5,...
Part 3: Timeline
 March 30 – Presentation
 April 17 – Initial Meeting with Chef Hasset Go
 April 22 – Sponsorship Lette...
Part 3: Event Checklist
 Lights and Sounds
 Venue Layout
 Bloggers and Media Kit
 Script for the Hosts
 Program Flow ...
Part 3: Promotions
Part 3: Promotions
Part 3: Results
 No. of Bloggers who attended the event – 27
out of 43 or 63% vs. 50% (Reasons for failure
to attend: hea...
Part 3: Results
www.spreadsomeawesome.com
Part 3: Results
www.starmometer.com
Part 3: Extra Miles
 Major media groups
(TV, Radio, Print and Online)
covered the event. They
include ABS-
CBN, UNTV, 101...
Part 3: Pictures
Part 3: Pictures
Part 3: Pictures
Part 3: Learning
 Nothing beats a Blog Marketing Campaign in the form
of an Event Activation with Bloggers. For me, it is...
Part 3: Learning
 The challenge for newbie social media event
producers is how to persuade the sponsors in
considering gi...
Upcoming SlideShare
Loading in …5
×

Certified Blog and Social Media Entrepreneur Program - Module 3 Final Presentation

655 views

Published on

IMPORANT: I moved all posts related to Chef Hasset Go to http://www.sleekinthecity.com/search/label/Chef%20Hasset%20Go#.Uy71MfmSxjg

Mark Delgado is a Certified Blog and Social Media Entrepreneur (CBSME) who is passionate about consultative works, creative writing, events management, ideation, startupreneurship, strategic marketing and training. He founded Mediactiv8, a startup social media marketing company that advocates digital marketing education and entrepreneurship in the Philippines. To see more of his works, please check out www.facebook.com/Mediactiv8.Mark Delgado is a Certified Blog and Social Media Entrepreneur (CBSME) who is passionate about consultative works, creative writing, events management, ideation, startupreneurship, strategic marketing and training. He founded Mediactiv8, a startup social media marketing company that advocates digital marketing education and entrepreneurship in the Philippines. To see more of his works, please check out www.facebook.com/Mediactiv8.

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
655
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Certified Blog and Social Media Entrepreneur Program - Module 3 Final Presentation

  1. 1. CHEF HASSET GO.COM MODULE 3 FINAL PRESENTATION
  2. 2. What’s inside?  The Beginning  The Client  The Plan  The Opportunity  Part 1: Blog Marketing  Objective  Blog Marketing Plan  Keywords  Blog Design  Posts & Promotions  Analytics  Results  Learning
  3. 3. What’s inside?  Part 2: Social Media Marketing  Objective  Social Media Marketing Plan  Promotions  Insights  Learning  Part 3: Events Production with Bloggers  Objective  Event Activation Plan  Promotions  Results  Extra Miles  Photos  Learning  Part 4: Pricing
  4. 4. The Beginning  The Client Chef Hasset Go is a young and multi-awarded pastry chef based in Manila. He is the owner of MedChef Homemade Cakes and Pastries and is a product of Heny Sison Culinary School. I personally know him for being one of the chefs I featured on my blog www.sleekinthecity.com. He is also very popular among bloggers as he used to invite them whenever he has events.
  5. 5. The Beginning  The Plan Once, we have talked about his plan to create an event involving bloggers as well as his friends from the media industry. This plan was shelved for a while. But Chef Hasset continued with his works. He had appeared in various media such as TV, Radio, Print and Online. His latest accomplishment is becoming one of GoNegosyo’s Top 50 Young Entrepreneurs.
  6. 6. The Beginning  The Opportunity The opportunity to become a student of Ateneo-DigitalFilipino Blog and Social Media Entrepreneur Program compelled me to continue with the plan that we thought of more than a year ago. The timing was perfect. Chef Hasset Go is looking for someone who can help him with his promotions especially now that he is planning to launch his recipe book entitled “Desserts to Go”. He also wants a blog for himself.
  7. 7. Part 1: Blog Marketing Package  Initial consultation with clients, complimentary  Unlimited email coordination per month  Blog marketing plan creation  Blog Information, Keywords, Topics and Timeline, Promotions, Basic blog set-up (Blogspot, Settings, Pages, Social Media Widgets, Search Functions, Feedburner, Archive, Blog writing, 4 articles per month)  Bookmarking and promotion on 3 profiles, using company’s preset social networks such as Facebook Fanpage, Facebook Group and Twitter  Blog Administration, including comment moderation, forwarding of comments and inquiries, and spam-blocking  Progress report
  8. 8. Part 1: Objectives  To create an online portal where Chef Hasset Go may be able to share everything about himself- his biography; recipes; as well as TV, radio, print and online guestings  To post at least 10 blog entries during the first month (April 4, 2012 – May 5, 2012)  To accumulate at least 3,000 pageviews all time history during the first month (April 4, 2012 – May 5, 2012)
  9. 9. Part 1: Blog Marketing Plan  Blog Information  Name of Blog: CHEF HASSET GO.com  Website Address: http://www.chefhassetgo.com  RSS Feed: http://feeds.feedburner.com/ChefHassetGoco m  Description: Online treats from the Sweets Master’s kitchen  Target Audience: Chef Hasset Go’s fanbase, baking, cooking and desserts enthusiasts, food bloggers and bakers
  10. 10. Part 1: Keywords  dessert, pastry, desserts, pastries, culinary school, culinary school in manila, pastry desserts, pastry and baking, cakes and dessert, chef culinary school, homemade cake, pastry chef, pastry maker, culinary school in the Philippines, pastry assistant, chef hasset go, medchef, chef hasset, hasset go
  11. 11. Part 1: Blog Design
  12. 12. Post 1: Welcome Message
  13. 13. Post 1: Promotions *Each blog post is promoted via Facebook Fanpage, Bloggers Network and Bakers Network (3 Major Social Media Platforms)
  14. 14. Post 2: A Short Blogiography
  15. 15. Post 2: Promotions
  16. 16. Post 2: Promotions
  17. 17. Post 3: The Sweets Master’s Factory
  18. 18. Post 3: Promotions
  19. 19. Post 4: Top 5 Baking Secrets
  20. 20. Post 4: Promotions
  21. 21. Post 4: Promotions
  22. 22. Post 5: Free Recipe
  23. 23. Post 5: Promotions
  24. 24. Post 6: Free Recipe
  25. 25. Post 6: Promotions
  26. 26. Post 7: Chef Hasset Go at UNTV’s Bread and Butter
  27. 27. Post 7: Promotions
  28. 28. Post 8: Chef Hasset Go at Kabuhayang Swak na Swak
  29. 29. Post 8: Promotions
  30. 30. Post 9: Free Recipe
  31. 31. Post 9: Promotions
  32. 32. Post 10: Chef Hasset Go at 700 Club Asia
  33. 33. Post 10: Promotions
  34. 34. Post 11: Chef Hasset Go’s Top 5 Favorite Desserts
  35. 35. Post 11: Promotions
  36. 36. Post 12: Free Recipe
  37. 37. Post 12: Promotions
  38. 38. Post 13: Free Recipe
  39. 39. Post 13: Promotions
  40. 40. Post 14: Chef Hasset Go Bloggers Night: Call for Bloggers
  41. 41. Post 14: Promotions
  42. 42. Post 15: Chef Hasset Go Bloggers Night: Call for Sponsors
  43. 43. Post 14: Promotions
  44. 44. Post 16: Chef Hasset Go Bloggers Night: The Press Release
  45. 45. Post 16: Promotions
  46. 46. Analytics: April 15, 2012
  47. 47. Analytics: April 30, 2012
  48. 48. Analytics: May 8, 2012
  49. 49. Part 1: Results  No. of Blog Posts as of May 8, 2012 – 16 vs. 10  No. of Pageviews all time history as of May 8, 2012 – 2,858 vs. 3,000
  50. 50. Part 1: Learning  It is very important to experience (not just know) the personality or the Unique Selling Proposition (USP) of the brand that we want to blog about. I have realized that this shall affect immensely the over-all design of the blog (i.e. colors, font style and etc.), the writing style to be used and the topics to write about. It is such a blessing that Chef Hasset Go is a good friend of mine and knowing him personally helped me a lot in this project.
  51. 51. Part 2: Social Media Marketing Package  Initial consultation with clients, complimentary  Unlimited email coordination per month  Social media marketing plan creation  Page information, Topics and Timeline, Promotion Efforts  Social media set-up, 3 profiles (Facebook Fanpage, Facebook Group and Twitter)  Daily updates and interaction management, 3 profiles (Facebook Fanpage, Facebook Group and Twitter)  Daily administration, including comment moderation, connection requests and approval, keeping profiles free from unwanted requests, games and spam, and forwarding of
  52. 52. Part 2: Objectives  To create 3 Major Social Media Platforms wherein the bog posts shall be bookmarked and wherein the major target markets (i.e. fans, bloggers, bakers) may be engaged upon  To increase the number of Chef Hasset Go Fanpage Likes by at least 10% during the first month  To accumulate at least 50 bloggers for the Chef Hasset Go Bloggers Network during the first month  To accumulate at least 20 bakers for the Chef
  53. 53. Part 2: Social Media Marketing Plan  Platform: Facebook  Networks: Chef Hasset Go Fanpage, Chef Hasset Go Bloggers Network, Chef Hasset Go Bakers Network  Interactions: Bookmarking of blog posts, Facebook Question, Post Liking, Commenting, Sharing and Moderation
  54. 54. Part 2: Chef Hasset Go Fanpage
  55. 55. Part 2: Chef Hasset Go Bloggers Network
  56. 56. Part 2: Chef Hasset Go Bakers Network
  57. 57. Part 2: Facebook Question
  58. 58. Insights Overview: April 7, 2012
  59. 59. Insights History: April 7, 2012 (Day 0 – 2,389 Fans)
  60. 60. Insights on Posts: April 16, 2012
  61. 61. Insights on Likes: April 16, 2012
  62. 62. Insights on Reach: April 16, 2012
  63. 63. Insights on Talking About This April 16, 2012
  64. 64. Insights History: April 16, 2012
  65. 65. Insights History: May 8, 2012
  66. 66. Part 2: Results  Percentage of increase of Fanpage Likes from to May 8, 2012 – From 2,389 to 2,650 = 261 Likes or 11% vs. 10%  No. of Chef Hasset Bloggers Network members as of May 8, 2012 – 67 vs. 50  No. of Chef Hasset Go Bakers Network members as of May 8, 2012 – 37 vs. 20
  67. 67. Part 2: Learning  Even though our primary objective is not really to increase the number of Fanpage Likes but to increase the amount of interactions within the current Fanpage, I was glad to have reached 11% increase in Fanpage Likes. I have learned that interactions, in itself, can also be a tool that can drive the Fanpage Likes upwards. Still, if the primary objective is to increase the number of Fanpage Likes, direct marketing and Facebook advertising are the best tools to use. Recently, Facebook had cut the connection between the number of Fanpage Likes with the number of Likes to a certain photo within the Fanpage. This means, Photo Contests and similar campaigns may not anymore be as effective as they used to be.
  68. 68. Part 2: Learning  Creating a Bloggers Network as well as a Bakers Network is such an enjoyable thing to do. For years, marketers had explored so many ways to create a database of its target market in order to know them better to ultimately serve them better. Through the Bloggers Network and the Bakers Network, I was given the chance to know more about the bloggers and bakers who are passionate about baking, cooking, culinary arts and the related works of Chef Hasset Go in a much easier way- through online.
  69. 69. Part 3: Event Activation with Bloggers Package  Initial consultation with clients, complimentary  Unlimited email coordination per month  Event Activation Plan  Objective, Event details, Timeline, Checklist, Budget, Creative direction, Mandatory elements, Support requirements  Blogger communication and invitation, 5 bloggers  Blog and social media promotion, 3 profiles  Event execution, on the day  Events team, basic  Events coordinator, Assistant coordinator 1, Assistant coordinator 2, Runner  Media kit distribution
  70. 70. Part 3: Objectives  To create a Social Media Activation campaign to launch CHEF HASSET GO.com involving food and lifestyle bloggers, concessionaires and foodies in a food bazaar setting  To collect at least 50% attendance of the invited bloggers  To collect at least 50% of the post-event blog posts on or before the deadline (May 12, 2012)
  71. 71. Part 3: Details  Chef Hasset Go Bloggers Night: The Il Mercanti Experience  Il Mercanti Food Bazaar (Metrowalk)  May 5, 2012  1pm-5pm  Audience: Food Bloggers (Chef Hasset Go Bloggers Network and others), Concessionaires,
  72. 72. Part 3: Timeline  March 30 – Presentation  April 17 – Initial Meeting with Chef Hasset Go  April 22 – Sponsorship Letters Sent, Call for Sponsors Posted on Blog  April 26 – Initial Meeting with Il Mercanti  April 29 – Call for Bloggers Posted on Blog  April 30 - Presentation  May 5 – Chef Hasset Go Bloggers Night
  73. 73. Part 3: Event Checklist  Lights and Sounds  Venue Layout  Bloggers and Media Kit  Script for the Hosts  Program Flow for Organizers  Attendance Sheet  Materials and Equipment for Live Cooking Demo (Chef Nando and Chef Hasset Go)
  74. 74. Part 3: Promotions
  75. 75. Part 3: Promotions
  76. 76. Part 3: Results  No. of Bloggers who attended the event – 27 out of 43 or 63% vs. 50% (Reasons for failure to attend: heavy rain, ongoing road repairs)  Blog posts are due until May 12, 2012
  77. 77. Part 3: Results www.spreadsomeawesome.com
  78. 78. Part 3: Results www.starmometer.com
  79. 79. Part 3: Extra Miles  Major media groups (TV, Radio, Print and Online) covered the event. They include ABS- CBN, UNTV, 101.9 Tambayan, 99.5 RT, Manila Bulletin, Starmometer and PEP.ph  DJ Churley of 101.9 Tambayan and Ms. Kathy Solis of ABS-CBN hosted the event  Upcoming performers and
  80. 80. Part 3: Pictures
  81. 81. Part 3: Pictures
  82. 82. Part 3: Pictures
  83. 83. Part 3: Learning  Nothing beats a Blog Marketing Campaign in the form of an Event Activation with Bloggers. For me, it is the ultimate materialization of everything that is in the online world (blog and social media) to the offline world (event). It bridges the gap between the two worlds to create not only interaction and engagement with the target market but the ultimate experience of the target market with the blog as brand.  Another great lesson I’ve learned is that not all sponsors are willing to pay in cash. But the case is different from events that were already running for more than five years and are considered to be very credible for being organized by highly-respected industry leaders such as Ms. Janette Toral’s iBlog.
  84. 84. Part 3: Learning  The challenge for newbie social media event producers is how to persuade the sponsors in considering giving cash sponsorships and/or how to maximize the in-kind sponsorships to be as good as cash.  Ultimately, the blogging and social media industry is a Blue Ocean- a fresh opportunity for budding entrepreneurs and leaders to explore. Blogging and social media is so relevant to everyone today that even an ordinary events producer and a chef can already create a full campaign (blog, social media and events marketing) involving bloggers and social media influencers for their brands.

×