1 Sharing Food & Culture Through Digital Channels Jon Fox – Flightpath @jonfox1
Working With Goya Foods To Rock Digital Marketing
Aug 20, 2015
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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
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AUDIENCEWomen, 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
AGENCY PARTNERS
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SOCIAL MEDIA
PPC/DISPLAYWEBSITE 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
51%
24%
12%
2% 10%
Organic Search
Direct Traffic
Referring Sites
Paid Search
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ORGANIC SEARCHLess 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 DEMOSMajority 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%
FacebookPinterestBloggerYahoo! AnswersredditTwitter
TOP REFERRING
SOCIAL NETWORKS:
2013 Q3
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