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Jamie Rauscher & Heather Roseman
                      Marketing & Social Media, Harvard University
                                                     May 12, 2009



       Feeding Fre(e)nzy:
    A Social Media Campaign
               Connecting:
               Food
               Friends
               Free Recipes
               E-commerce




               To help frenzied professionals
               plan & prepare meals


1
Jamie Rauscher & Heather Roseman
                                                         Marketing & Social Media, Harvard University
                                                                                       May 12, 2009


    Contents
       What we did:
        –   Developed a Social Media Platform & Channels
        –   Branded a blog
        –   Developed blog and internet ads
        –   Participated in Social Communities
            (Facebook, CaféMom, FoodBuzz)

       What we tracked:
        –   Metrics (Participant Attraction, Traffic, Engagement, Conversion)

       Summary:
        –   What we learned
        –   What was easy
        –   What was hard
        –   Where we will go from here
2
Jamie Rauscher & Heather Roseman
                                                               Marketing & Social Media, Harvard University
                                                                                             May 12, 2009


    Social Media Platform

                                  Target Audience:
          Parents and career adults/households made up of college graduates or
          those with advanced degrees with moderate incomes between $60,000-
          $100,000 in the 25-45 age range




                                  Feeding Fre(e)nzy
                       Connecting Food, Friends, Family & e-Commerce




3
Jamie Rauscher & Heather Roseman
                                Marketing & Social Media, Harvard University
                                                              May 12, 2009


    Social Media Channels




4       http://Recipewiki.com
Jamie Rauscher & Heather Roseman
                                                       Marketing & Social Media, Harvard University
                                                                                        May 12, 2009


    Blog Layout & Content

                Feeding Fre(e)nzy Header                                 Facebook
                                                                           badge




             Blog content, contest information                           Food Buzz
                                                                        Recipe widget




                                                                         Recipe/list
                                                                            poll


                  You Tube video content                                 Find local
                                                                       online grocer
                                                                        (powered by
                                                                       MyWebGrocer)
           What I don’t miss about the grocery store poll
                                                                        Subscribe to

                 All Recipes menu widget                                  Followers


                                                                         Free SMS
       eCookbook, menu planner, shopping list widget
                                                                            Blog
                   Food magazine search                                    Archive

5                                                                          About
                  Links to other food blogs                                Blog
Jamie Rauscher & Heather Roseman
                                                                                    Marketing & Social Media, Harvard University
                                                                                                                       May 12, 2009


    Internet Advertising
    Messaging : Saving Time & Money
     Product Spotlight
    Channels: All Recipes, FoodBuzz, Food2, Supermarket Guru, TasteBook, CaféMom, Mommy Portal*
    Target Audience: Frenzied parents and professionals

    Announcing Feeding Fre(e)nzy:
    Connecting
    Food
    Friends
    Free recipes
    +
    eCommerce


                           Saving time and money for you and your family




                                Become a Friend and visit our blog to enter in a sweepstakes to receive $20-$300 off
                                your first online grocery purchase.

6
Jamie Rauscher & Heather Roseman
                                                                        Marketing & Social Media, Harvard University
                                                                                                                      May 12, 2009


    Mom Blog Advertising

    Messaging: What I Don’t Miss About The Grocery Store?
    Channels: Lisa’s Cookbook, Maya’s Mom, Mommy Cooks, Mom In The City*
    Target Audience: Frenzied parents and professionals


    What I Don’t Miss About The Grocery Store…

    Do you:

    •Struggle carrying groceries home?
    •Hate waiting in check out lines?
    •Get frustrated when items are out of stock?
    •Become annoyed with cranky shoppers and cashiers?

    Become a part of the new wave of shopping with the help of Feeding Fre(e)nzy brought to you by:
                                                              Tell us your story and visit our blog to enter in a
                                                              sweepstakes to receive $40-$300 off your first online
                                                              grocery purchase.




7
Jamie Rauscher & Heather Roseman
                                 Marketing & Social Media, Harvard University
                                                               May 12, 2009


    Participation in Social Communities

       Facebook http://www.facebook.com

       CaféMom http://www.cafemom.com

       FoodBuzz http://www.foodbuzz.com




8
Jamie Rauscher & Heather Roseman
                                                                                                     Marketing & Social Media, Harvard University
                                                                                                                                            May 12, 2009


     Metrics

    Objective                       Metric                                                                 Metric Sources
    Participant Attraction          Collect 360 new e-mail addresses                                       Feeding Fre(e)nzy gmail in box

                                    Acquire Friends & Increase Exposure in Target Communities              Facebook, CaféMom, FoodBuzz count

                                    Blog followers                                                         Feeding Fre(e)nzy blog count, Facebook count

    Customer Traffic                Visits                                                                 Site Meter for blog

                                    Views                                                                  CaféMom, Foodbuzz count

    Consumer Engagement             Recipe/contest comments/posts per week                                 Feeding Fre(e)nzy blog, Facebook count

                                    Submissions per contest                                                Feeding Fre(e)nzy gmail, blog count

                                    Survey responses                                                       gmail, blog, Facebook, Foodbiuzz, CaféMom
                                                                                                           count
                                    Shared Posts                                                           Add Thus, ShareThis: digg, delicious, reddit

                                    Links                                                                  [RSS], Search Marketing Tool, Site Meter

    Conversion                      Redeem blog coupon promotion codes                                     Feeding Fre(e)nzy blog coupon code

                                    Redeem Facebook friend coupon promotion codes                          Facebook friend coupon code




9     *(Metrics are established for a six month period starting March 1st, 2009 unless stated otherwise)
Jamie Rauscher & Heather Roseman
                                                                     Marketing & Social Media, Harvard University
                                                                                                   May 12, 2009


         Summary
        What we learned
          –   Planning is as important as execution
          –   Social media marketing is not passive, must be proactive
          –   Managing a community takes significant time commitment
          –   Should be a group endeavor: multiple ideas, perspectives provides richer outcome

        What was easy
          –   Setting up a blog and blogging
          –   Participating in target market social communities
          –   Polling communities on food shopping behavior and meal planning

        What was hard
          –   Establishing measurable metrics that were achievable
          –   Linking blog posts to social communities
          –   Receiving comments to posts
          –   Getting people to participate in a contest

        Where we will go from here…
10

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Feeding Fre(E)Nzy Marketing Execution Presentation Slide Share Version

  • 1. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Feeding Fre(e)nzy: A Social Media Campaign Connecting: Food Friends Free Recipes E-commerce To help frenzied professionals plan & prepare meals 1
  • 2. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Contents  What we did: – Developed a Social Media Platform & Channels – Branded a blog – Developed blog and internet ads – Participated in Social Communities (Facebook, CaféMom, FoodBuzz)  What we tracked: – Metrics (Participant Attraction, Traffic, Engagement, Conversion)  Summary: – What we learned – What was easy – What was hard – Where we will go from here 2
  • 3. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Social Media Platform Target Audience: Parents and career adults/households made up of college graduates or those with advanced degrees with moderate incomes between $60,000- $100,000 in the 25-45 age range Feeding Fre(e)nzy Connecting Food, Friends, Family & e-Commerce 3
  • 4. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Social Media Channels 4 http://Recipewiki.com
  • 5. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Blog Layout & Content Feeding Fre(e)nzy Header Facebook badge Blog content, contest information Food Buzz Recipe widget Recipe/list poll You Tube video content Find local online grocer (powered by MyWebGrocer) What I don’t miss about the grocery store poll Subscribe to All Recipes menu widget Followers Free SMS eCookbook, menu planner, shopping list widget Blog Food magazine search Archive 5 About Links to other food blogs Blog
  • 6. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Internet Advertising Messaging : Saving Time & Money Product Spotlight Channels: All Recipes, FoodBuzz, Food2, Supermarket Guru, TasteBook, CaféMom, Mommy Portal* Target Audience: Frenzied parents and professionals Announcing Feeding Fre(e)nzy: Connecting Food Friends Free recipes + eCommerce Saving time and money for you and your family Become a Friend and visit our blog to enter in a sweepstakes to receive $20-$300 off your first online grocery purchase. 6
  • 7. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Mom Blog Advertising Messaging: What I Don’t Miss About The Grocery Store? Channels: Lisa’s Cookbook, Maya’s Mom, Mommy Cooks, Mom In The City* Target Audience: Frenzied parents and professionals What I Don’t Miss About The Grocery Store… Do you: •Struggle carrying groceries home? •Hate waiting in check out lines? •Get frustrated when items are out of stock? •Become annoyed with cranky shoppers and cashiers? Become a part of the new wave of shopping with the help of Feeding Fre(e)nzy brought to you by: Tell us your story and visit our blog to enter in a sweepstakes to receive $40-$300 off your first online grocery purchase. 7
  • 8. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Participation in Social Communities  Facebook http://www.facebook.com  CaféMom http://www.cafemom.com  FoodBuzz http://www.foodbuzz.com 8
  • 9. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Metrics Objective Metric Metric Sources Participant Attraction Collect 360 new e-mail addresses Feeding Fre(e)nzy gmail in box Acquire Friends & Increase Exposure in Target Communities Facebook, CaféMom, FoodBuzz count Blog followers Feeding Fre(e)nzy blog count, Facebook count Customer Traffic Visits Site Meter for blog Views CaféMom, Foodbuzz count Consumer Engagement Recipe/contest comments/posts per week Feeding Fre(e)nzy blog, Facebook count Submissions per contest Feeding Fre(e)nzy gmail, blog count Survey responses gmail, blog, Facebook, Foodbiuzz, CaféMom count Shared Posts Add Thus, ShareThis: digg, delicious, reddit Links [RSS], Search Marketing Tool, Site Meter Conversion Redeem blog coupon promotion codes Feeding Fre(e)nzy blog coupon code Redeem Facebook friend coupon promotion codes Facebook friend coupon code 9 *(Metrics are established for a six month period starting March 1st, 2009 unless stated otherwise)
  • 10. Jamie Rauscher & Heather Roseman Marketing & Social Media, Harvard University May 12, 2009 Summary  What we learned – Planning is as important as execution – Social media marketing is not passive, must be proactive – Managing a community takes significant time commitment – Should be a group endeavor: multiple ideas, perspectives provides richer outcome  What was easy – Setting up a blog and blogging – Participating in target market social communities – Polling communities on food shopping behavior and meal planning  What was hard – Establishing measurable metrics that were achievable – Linking blog posts to social communities – Receiving comments to posts – Getting people to participate in a contest  Where we will go from here… 10