1. Greg Shove CEO, Founder Halogen Media Group Cooks’ Network Social Influence Program Social Media Insider Summit August 20, 2011

2. 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.”

4. Extend the brand experience to where the foodies are.

5. Earn social outcomes across the power middle of food publishers.

6. 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

8. Identify, recruit and approve social publishers

9. Spec and build scalable and self-service platform

10. Identify and test content, formats and creative

13. Sample Content Widgets

15. Technology platform

16. Influencer managementTHE WEB BRAND CONTENT, PROMOTIONS, SAMPLES ACTIVATOR PLATFORM INFLUENCER NETWORK

18. Monthly uniques

19. Monthly pageviews

20. Inbound links/bloggers

22. Shares/Likes

23. New emails captured

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.

29. Relationship goes both ways – pull content from bloggers

30. Invest in unique brand content – this is harder/ more expensive than anticipated

31. Invest in a publisher retention strategy

33. Blogger points system and leader board

34. Auto-detection of influencer activity

36. More frequent content updates– with more customization of widgets by the blogger

38. works for lots of brands, lots of influencers

39. What’s Next: Influencers & Superfans