Transcript
Plan developed by Marc Osten – August 2011
Wild Flavors Strategic &
Tactical Online Campaign Plan
CHELSEA GREEN
P U B L I S H I N G
the politics and practice of sustainable living
Plan developed by Marc Osten – August 2011
1. Clarity about how you are positioned to implement a WF online campaign
2. Clearer understanding of how to use an online campaign to boost book sales.
- Network Mapping- Content Pipeline Development- Online Relationship Building- Multiple venues & tool
Today’s Objectives
Partnerships with trade accountsAumentation of fae to fave efforts-Marketing-Virtual book tourt
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Plan developed by Marc Osten – August 2011
Step 1~
Framing the Campaign
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• Build interest in WF through, create a more dynamic CG online ecosystem and develop a clearer understanding of how to use an online campaign to boost book sales.
WF Campaign Objective
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•Positive results from the evangelizing done by Didi, CG staff and other emissaries.
Primary Desired Outcome 1
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•A clearer understanding of how to use an online campaign to boost book sales
Primary Desired Outcome 2
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•A notable growing CG online presence in relevant venues & networks
Primary Desired Outcome 3
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•A new, robustly populated, living network map of existing CG network nodes
Primary Desired Outcome 4
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Part 2~
Network Mapping
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Didi, Eva, CG Networks1. Building the list.
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1000+ Nodes Identified
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2. Surface Analysis - Is it WF relevant- Influence? (Trust) - Creator - Infomediary - Critic - Vendor
- Is there a pathway?
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3. Prioritizing•Breath•Traffic •Positioning
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Plan developed by Marc Osten – August 2011
Part 3 Campaign Strategy
& Tactics
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Campaign Strategy • Efficiencies
Gained• Improved
Effectiveness• Mix & Match
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Strategy 1ROUTE TRAFFIC
Provide controllable, 2 click traffic
pathways to stores
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Tactic 1
Develop new & optimize existing online
platforms, pages, groups, streams etc.
ROUTE TRAFFIC
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Tactic 2ROUTE TRAFFIC
•Directly steer all potential customers & others
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CG Bookstore
Amazon Bookstore
Ecosystems
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Tactic 2 DetailsROUTE TRAFFIC
1. Experimental Phase: Every link & piece of content in a post, comment, retweet, content tease, uploaded video, etc. follows the 2 click path
2. Post-Experiment: Balance 2-click with organic pathways
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CG Bookstore
Amazon Bookstore
Ecosystems
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Strategy 2
Distribute various types of autumn and winter focused
digital content in diverse ways on a regular schedule
LEVERAGE CONTENT
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Tactic 1LEVERAGE CONTENT
• Source, contextualize through the WF perspective and regularly distribute 3rd party content.
NOTE - Easy access, low capacity to execute
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- Didi’s News Feed- Guest Bloggers- Recipe Sharing-So what do you think?
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This is where Didi would write a few sentences about this photo from the Wild Flavor’s perspective with a link to something else on the blog about the book or even a link straight to the store.
It’s Beet Week
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Photo of the Day
This is where Didi would write a few sentences about this photo from the Wild Flavor’s perspective with a link to something else on the blog about the book or even a link straight to the store.
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Tactic 2
• Repurpose, contextualize and distribute, new or readily available content previously created by CG & Didi that is WF related but not taken directly from Wild Flavors.
NOTE – Low capacity to create
LEVERAGE CONTENT
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- Photo of the Day- Guest Bloggers- Recipe Sharing- FAQ
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Tactic 3LEVERAGE CONTENT
• Create and distribute new content inspired by, repurposed from and/or taken directly from Wild Flavors.
Note: Very high capacity needed for new as opposed to repurposed content from the book.
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- Didi’s Daily Diary- Weekly Themes- Special Features- Tips & Tricks- What do you do?
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Strategy 3
Develop new & take part in existing online engagements
that go beyond standard content distribution
STIMULATE ENGAGEMENT
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Tactic 1
•Participate in other people’s content
STIMULATE ENGAGEMENT
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Regularly scheduled visits to identified network nodes
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Regularly hunt & gather scans
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Tactic 2
•Participate in other people’s deeper engagements
NOTE: Winning isn’t everything!
STIMULATE ENGAGEMENT
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Whole Foods
Weekly Recipe Contest
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Fresh Herbs Recipe Contest
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Chowhound Book of the Month
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Weekly Scan & Jump
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Tactic 3STIMULATE ENGAGEMENT
• Implement Deeper Wild Flavors
Engagements
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Facebook ‘Spread the Word’ Challenge
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‘Be a Locavore’ Challenge
• Learn it! Week 1 CG & Didi share what it means to be a locavore through the WF lens• Do it! Week 2, 3 & 4 weekly challenge to get
people to be locavores. ‘Most’ actions win. Weekly winner gets a book
• Sell it! Weeks 5-6 challenge to get people to be locavores. ‘Most’ recruits win.
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3. Urban Gardener Photo Contest
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4. Ask the Expert– Frame Topic–Gather feedback
via a poll–Post results–Build off results
and jump in with deeper answer
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Part 4~
Next Steps
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