the love triangle: ecommerce • content • social media
TRANSCRIPT
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ECOMMERCE • CONTENT • SOCIAL MEDIA
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@KenBausch @JeffNowak
@kenbausch
@jeffnowak
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S
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@KenBausch @JeffNowak
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TWEETS
@kenbausch @jeffnowak @WorldKitchenLLC#ShopperSummit
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PROGRAMMED CONTENT
INTEGRATED STRATEGIES
5 STEPS TO ROI
FUN, TWEETable
GOALS
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TWEETS
@kenbaush @jeffnowak Really?
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eCommerce
ContentSocial Media
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ContentSocial Media
eCommerce
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ContentSocial Media STRATEGY
eCommerce
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ContentSocial Media INTEGRATION
eCommerce
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ROI
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TWEETS
@WorldKitchenLLC eCommerce, Content, Social Media. Integration=ROI. #ShopperSummit
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STRATEGY
eCommerce
Content
Social Media
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STRATEGY
eCommerce
eCOMMERCE
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Introduce consumers to brands
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Deepen consumer engagement
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eCommerce is agnostic of customers or channels
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BRANDS
CONSUMERS
CHANNELPARTNERS
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TWEETS
@WorldKitchenLLC eCommerce is agnostic. Customer & channel sales=ROI. #ShopperSummit
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eCommerce Growth Curve
0
0.5
1
1.5
2
2.5
Pre content Content Launch Social MediaGrowth
ContentDistribution
Sales
Sales
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Market Share
0
0.5
1
1.5
2
2.5
2012 2013 2014 2015
Share
Share
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STRATEGY
Content
CONTENT
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TWEETS
@WorldKitchenLLC Content is not about brands. Content makes lives better. #ShopperSummit
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TOP PERFORMERS
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MAKING LIVES BETTER
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OCTOBER SUPERSTARS
CHICAGO CUTLERY The Science of Maintaining Sharp Knives
CORNINGWARE 5 Minute Nutella Recipe
SNAPWARE Mix Up Your Own Seasoning Blends
CORELLE Vitrelle Makes Dinnerware Lightweight Chip Resistant
PYREX 25 Pillsbury Bake-off Contest Recipes
Bakers SecretMouthwatering Mini Appetizers in a Muffin Pan
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NOVEMBER SUPERSTARS
PYREX Top 10 Ingredient Substitutes
BAKERS SECRET Mouthwatering Mini Appetizers
CORELLE 3 Ways to Set Your Holiday Table
CHICAGO CUTLERY How to Carve A Turkey in 3 Easy Steps
SNAPWARE A Practical Way to Say Thank You
CorningWareAppetizers to Make the Night Before
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DECEMBER SUPERSTARS
PYREX Roll Out of Bed
SNAPWARE 10 Ways to Maximize Decoration Storage
CHICAGO CUTLERY Make Your Own Stocking Stuffer Candies
CORELLE Vitrelle Makes Dinnerware Lightweight Chip Resistant
BAKERS SECRET 12 Days of Holiday Baking
CorningWareLayers of Love The Christmas Eve Lasagna
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For the kitchen…
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TWEETS
@WorldKitchenLLC Content: It’s not about brand benefits. It’s about life benefits. #ShopperSummit
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TWEETS
@WorldKitchenLLC Content=2 way conversation. Must include the consumer. http://bit.ly/1B76kYJ
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TWEETS
@WorldKitchenLLC Content needs to live beyond owned channels. #ShopperSummit
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KEY ENGAGEMENT STATS
176,979 CLICKS122,963,476 IMPRESSIONS
SYNDICATED CONTENT
MONTHLY CONTENT PPC•PAID OUTREACH•ONLY ALLOWS UNIQUE CONTENT•STRONG GAUGE OF GENERAL POPULATION
2014 TOTAL
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STRATEGY
Social Media
SOCIAL MEDIA
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Social engagement drives loyalty and trial
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TWEETS
@WorldKitchenLLC Social Strategy-Twitter, YouTube focused globally. #ShopperSummit
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TWEETS
@WorldKitchenLLC Facebook and Instragram curate and celebrate brandfollowers. #ShopperSummit
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TWEETS
@WorldKitchenLLC Social content that delights=Shared. #ShopperSummit
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58
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RESULTS
eCommerce
Content
Social Media
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ENGAGEMENTBRAND
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CW PRODUCT LAUNCHOWNED PROMOTION
PR-FASHION KITCHEN
BLOGGER OUTREACH
SALES ACTIVATION
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RECIPE MADNESS BRACKET
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PYREX 100
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TWEETS
@WorldKitchenLLC eCommerce, content, social payoff: >20% sales, 500X more content across channels #ShopperSummit
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LEARNINGS
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Failing: umbrella approach
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3 critical examples
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Product launch by coringware
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TWEETS
@WorldKitchenLLC @kenbausch It’s ok to fail, as long as you’re showing broader results along the way. #ShopperSummit
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5 STEPS TO SUCCESS
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GOALS PROGRAMMED
CONTENT INTEGRATED
STRATEGIES 5 STEPS TO ROI FUN, TWEETable
eCommerce
Content
Social Media
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QUESTIONS?