elevating online awareness for goya foods - bdi 12/12/13 visual social communications leadership...
DESCRIPTION
Presentation: Elevating Online Awareness for Goya Foods Minting Emotional Currency with an Integrated Digital Media Approach. Presented by: Jon Fox, President, Flightpath The culture of food is meant to be shared, and today’s digital era has enabled Goya to build upon its rich heritage of food, family and culture to reach consumers with stories, recipes and offers that drive product trial and purchase continuity. www.bdionline.comTRANSCRIPT
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Sharing Food & Culture Through Digital Channels "Jon Fox – Flightpath "@jonfox1
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Founded in 1994 Constantly "
Evolving Skill Set Emotional Currency is Central to Our Work
AUDIENCE Women, 25-49, who are responsible for making food choices (cooking & shopping) in their homes
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OBJECTIVES ! Increase awareness among General Market ! Stay top of mind amongst Acculturated Latinas,
and create engagement with our brand
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AGENCY PARTNERS "
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SOCIAL "MEDIA
PPC/DISPLAY WEBSITE EMAIL "MARKETING
TRADITIONAL/"PUBLIC RELATIONS
PROMOTIONS "& COUPONS
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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
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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
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TRAFFIC SOURCES Q3 2013 ""
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51%
24%
13%
2% 10% Organic Search
Direct Traffic
Referring Sites
Paid Search
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ORGANIC SEARCH Less dependent on branded keyword traffic"
Keyword Type 2009 2013 Brand 72% 40%
Generic 28% 60%
VISITOR SHARE!
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BEFORE
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AFTER
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 ! Day-to-day client contact; leading calls with the client. ! Client engagement expectations:
• Client calls returned within 2 hours • Emails responded to within 4 hours • Meeting notes within 3 hours of 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
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“We were shy at first of being directly involved in social media.” JOSEPH PEREZ, SENIOR VICE PRESIDENT OF GOYA FOODS
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 ! Day-to-day client contact; leading calls with the client. ! Client engagement expectations:
• Client calls returned within 2 hours • Emails responded to within 4 hours • Meeting notes within 3 hours of 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
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We were of the thinking that social media wasn’t the right medium to reach our target audience, but on the contrary, food and recipes are some very popular topics of conversation in social media.” JOSEPH PEREZ, SENIOR VICE PRESIDENT OF GOYA FOODS
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 ! Day-to-day client contact; leading calls with the client. ! Client engagement expectations:
• Client calls returned within 2 hours • Emails responded to within 4 hours • Meeting notes within 3 hours of 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
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“And so we came to realize that we need to be there—helping people find the food recipes and solutions they're looking for.”" JOSEPH PEREZ, SENIOR VICE PRESIDENT OF GOYA FOODS
GOYA FACEBOOK DEMOS Majority of fans are females ages 25-44 | Over 85% of fans use Facebook in English
MOST ENGAGING FACEBOOK
POSTS
MOST ENGAGING FACEBOOK
POSTS
MOST ENGAGING FACEBOOK
POSTS
59%
34%
4%
1% 1% 1%
Facebook Pinterest Blogger Yahoo! Answers reddit Twitter
TOP REFERRING
SOCIAL NETWORKS:
2013 Q3
