munchery - content strategy

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Andrew Altman Vivian Baker Patrik Bakonyi Ali Deleon Angela Teodoro Carla Terry Linda Vu Tony Woodall

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Team Project: Social Media Marketing Strategies Michael Brito - UC Berkeley Extension

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Page 1: Munchery - Content Strategy

Andrew AltmanVivian Baker

Patrik BakonyiAli Deleon

Angela TeodoroCarla TerryLinda Vu

Tony Woodall

Page 2: Munchery - Content Strategy

EAT BETTER 2

Overview

Goals

Content

People

Measurement

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Overview

Goals

Content

People

Measurement

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MUNCHERY OVERVIEW

Munchery Inc. is an online marketplace for consumers to

purchase meals directly from local and professional chefs. It was

founded in 2010 by a couple of busy fathers, Tri Tran and Conrad Chu and is based in San Francisco,

California.

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MUNCHERY IS …

New menus daily. Fresh options each night.Order from diverse daily menus, with options for all kinds of eaters, and get it delivered that night.

Handmade. By the best chefs in town.Crafted from scratch each day.

The finest ingredients. No shortcutsYour better dinners start with the best ingredients — local, organic & sustainable whenever possible.

Same-day delivery. By pros at being prompt.Order that day, or days ahead of time, and schedule delivery to your home or office each night.

Order Dinner, Give a Dinner For every order, Munchery provide a meal for someone in need by donating to the SF & Marin Food Bank

Fast dinners. For busy folks.

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Overview

Goals

Content

People

Measurement

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Goals

• Create brand awareness via growing Instagram followers to +1,500.

• Grow Twitter followers to +5,500

Brand Awareness

• Increase orders & reorders

• Increase Monthly Account Activations

• Increased website traffic

• Increase membership via boosted Facebook posts and tweets

Lead Generation

• Create an engaged community

• Gauge Interest for New Markets / Services

• Increase blog frequency (1-2/month) on their website

Community Building

• Increase communication via twitter

• Maintain 4.5-5/5 star rating on Facebook

Customer Service

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Overview

Goals

Content

People

Measurement

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Content Pillars

Company News

Events

Customer Stories

Customer Service

Lifestyle

Promotions

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Content MatrixCompany

NewsCustomer

Stories Promotions Lifestyle Customer Service Events

Low High Mod High High Mod

Low Mod Mod High High High

High Low Low Low Low Mod

Low High Mod High High Mod

Low High Mod High Low Low

Blog High Low Mod Mod Low Low

Email Mod Low High Low Low Mod

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Facebook• Discounts/

Promotions• Daily Specials• Feedback and

Engagement with customers

• Content from other channels

Twitter• Deals and

Promotions• New Dishes• Company News• Upcoming Events

LinkedIn• Recruitment for

new chefs• Working at

Munchery• Entrepreneurship• Content for busy

professionals

Instagram• Pictures of meals • Behind the scene• Customer photos

Platforms

11

Pinterest• Recipes• Chef Spotlights• Healthy living

snapshots • Behind the scene

Blogs • Feature of Chefs &

Benefits• Information about

the company (successes, growth, culture)

• Customer stories• News• Meals & Recipes

Emails• News• Chef & Customer

Stories• Meals & Recipes• Promotion

Website• Information about

the company• Sign up for

discounts, emails & newsletters

• Customer support: Contact information & FAQ

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Content Calendar

Platform /Target Aud

ChefProfessionals

Singles/Couples

WED: Check out this talk on the farm-to-table delivery movement! http://link.com

FRI: Before the weekend, here’s our article on the benefits of less processed food! http://blog.com

MON: Tech + Lunch, two things we’re passionate about http://munchery/com/jobs

Singles/CouplesMoms

Women

MON: We love the way our specials look this week! (PHOTOS OF SPECIAL MEALS)

WED: We feed your pain! No type: launching a startup when you have a family with kids http://blog/munchery.com/2012/05

THURS: Kids LOVE our Fresh Organic Vegetables with Hummus (PICTURE OF MEAL)

Singles/CouplesProfessionals

THURS: FREE Munchery Delivery for Tomorrow Only! Use Code: FREEDELIVER09

TUES: Health, Stress, and Food! The connection that won’t surprise you. http://blog.blogging.com

FRI: Got a busy day? We can get you a fresh organic meal with no hassle (PHOTO OF ITALIAN SAUSAGE WITH FARFALLE)

EntrepreneursProfessionals

Chefs

MON: No Dinner plan? Try Chef Urban’s Juniper Crusted Salmon: bit.ly/s4lm0n

TUES: We used social media to do help our start-up business, how do you use it? (PHOTO OF DELIVERY PERSON WITH FOOD)

THURS: They’re doing what they love most – cookinghttp://blog.munchery.com/2012/06/

Weekly Example

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Overview

Goals

Content

People

Measurement

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People: who is our target audience

Chefs

Busy Professionals

Entrepreneurs

Couples

Moms

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People: why did we select them?

Busy Professionals•Delivery to office•Convenience (easy to order)•Fresh, healthy, good food

Couples• Impress partner with fancy food•Convenient and cost effective•Healthy eating (locally sourced/organic)

Entrepreneurs•Delivery to office/home•Cost effective and healthy•Share similar company vision

Chefs•Be their own boss•Make more money•Work during day-time

Moms•Convenience •Healthy Eating•Cost-Effective

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Chef

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Name: Josh McCookerOccupation: Executive Chef

Josh is a professional chef with a passion for cooking. His specialty is elegant southern cooking and Mexican Flair

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Unicorns Wanted!Who we're looking for:Unicorns: rare, amazing individuals that are believed not to exist in this world.

Munchery, the place to hang

your hat!

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Our Kitchen, Your Kitchen!

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Cook like nobody’s watching!

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We marke

t it! W

e deliver it!You just do what you

do best, cook!

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Busy Mom

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Name: Sharon McMomOccupation: Stay at Home Mom

Kids: Thomas (18 mos.) and Anna (4 yrs)Age: 33 – 45

Characteristics: Heath Conscious (Eats Organic and Locally Sourced), Cooks Most Meals at Home, Stay-at-Home Mom or Works Part-Time

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Looks interesting!

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How convenient!

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Yum! That Was Delicious

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Busy Professional

Name: Robert McWorkersonIndustry: Finance

Age: 24-38Characteristics:

Works 50+ Hours a Week, Orders Out for Meals, Technology Savvy, Organized, Health Conscious

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You’re busy? We Understand

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Food Delivered Right to

your Door!

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Eating Healthier Just got Easier

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Busy Couple

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Name: Rachel and Jeff McCoupleIndustry: Director of Global PR for Sephora and Director of Global Media for Intel

Age: Mid-30sCharacteristics: Busy Work and Social Calendar, Technologically Savvy, Foodies

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delicious-looking meals

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The Entrepreneur

Name: Gabrielle McDesignerOccupation: Medical Device Regulatory Rep by Day, Aspiring Entrepreneur by Night

Age: late 30’sCharacteristics: Creative, Innovative, Enthusiastic, Health Conscious, Environmentally Conscious

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Blogs for start ups and

entrepreneurs

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Work. Eat. Design. Repeat.

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So many choices!

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Stuffed! Stick a fork (or pin!) in me, I’m done!

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People: Munchery Team

Social Media Coordinator:

Manage & Generate Short-Form Content

Content Coordinator:

Manage & Generate Long-Form Content

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Communications Manager:• Sets Vision & Strategy•Builds Partnerships•Assign Stories •Edits Content to Ensure Consistent Brand Voice

• Facebook• Twitter• Pinterest• Instagram

• LinkedIn• Blogs• Website• Email/Newsletter

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Overview

Goals

Content

People

Measurement

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Tools for Measurement

Managing workflow, monitoring and analytics for Munchery’s social media campaigns

Workflow• HootSuite• TweetDeck• Buffer• Tweriod

Active Listening• Sysomos• Topsy• BrandWatch• SproutSocial

Analytics• Google Analytics• Google Trends• Facebook Insights• SimplyMeasured

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Munchery: Measurement process

Channels/Platform Current Objective

Facebook 15,465 likes, 195 ratings, 153 talking about and 4.8/5 stars via public reviews

Grow to 50,000 likes, 500 ratings, 500 people talking and maintain 4.5-5/5 stars

Twitter 3,332 tweets, 214 photos/videos, 3,856 followers, and following 638 profiles

Expand to +3,500 tweets, +300 photos/videos, follow +1000, and grow followers to 5,500

LinkedIn 458 followers, 38 employees on LinkedIn, last blogs posted 6 months ago

Grow followers to +1,000, include all chefs on LinkedIn,

have chef’s post monthly blogs

Instagram513 followers,

15 (!) posts, and following 43. No new post since September, 2013

Grow followers to +1,500, and increase posts +100. Recurring

posts 2-5 times/week

Pinterest 385 followers, 101 following, 14 boards, 175 pins, 0 likes

Increase followers to +600, grow pins to +350, and have +100 likes

BlogsConsistent blogs as of February 2011 via blogs.munchery.com,

chefs + promotion

Grow blogs to consistent frequency (1-2/month), include

blogs on e.g. LinkedIn

Website/EmailsIn last 30 days: 524,400 site visits,

44,5% bounce rate, 2.79 daily page views/visitor, 2:28 time on site

Grow website visits to +700,000/month, 25% bounce rate, 3,5

page views/visitor, +3min on site

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Conclusion

We have used social media technologies and strategies to actively engage with target customers

We created content samples, which we believe would resonate with customers online

We established content pillars, provided measurements for success and created a social media calendar showing frequency of content distribution

We organized the Munchery team, and decided on what technology to use to reach set goals

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Thank You!