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ECOMMERCE • CONTENT • SOCIAL MEDIA
@KenBausch @JeffNowak
@kenbausch
@jeffnowak
S
@KenBausch @JeffNowak
TWEETS
@kenbausch @jeffnowak @WorldKitchenLLC#ShopperSummit
PROGRAMMED CONTENT
INTEGRATED STRATEGIES
5 STEPS TO ROI
FUN, TWEETable
GOALS
TWEETS
@kenbaush @jeffnowak Really?
eCommerce
ContentSocial Media
ContentSocial Media
eCommerce
ContentSocial Media STRATEGY
eCommerce
ContentSocial Media INTEGRATION
eCommerce
ROI
TWEETS
@WorldKitchenLLC eCommerce, Content, Social Media. Integration=ROI. #ShopperSummit
STRATEGY
eCommerce
Content
Social Media
STRATEGY
eCommerce
eCOMMERCE
Introduce consumers to brands
Deepen consumer engagement
eCommerce is agnostic of customers or channels
BRANDS
CONSUMERS
CHANNELPARTNERS
TWEETS
@WorldKitchenLLC eCommerce is agnostic. Customer & channel sales=ROI. #ShopperSummit
eCommerce Growth Curve
0
0.5
1
1.5
2
2.5
Pre content Content Launch Social MediaGrowth
ContentDistribution
Sales
Sales
Market Share
0
0.5
1
1.5
2
2.5
2012 2013 2014 2015
Share
Share
STRATEGY
Content
CONTENT
TWEETS
@WorldKitchenLLC Content is not about brands. Content makes lives better. #ShopperSummit
TOP PERFORMERS
MAKING LIVES BETTER
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
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
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
For the kitchen…
TWEETS
@WorldKitchenLLC Content: It’s not about brand benefits. It’s about life benefits. #ShopperSummit
TWEETS
@WorldKitchenLLC Content=2 way conversation. Must include the consumer. http://bit.ly/1B76kYJ
TWEETS
@WorldKitchenLLC Content needs to live beyond owned channels. #ShopperSummit
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
STRATEGY
Social Media
SOCIAL MEDIA
Social engagement drives loyalty and trial
TWEETS
@WorldKitchenLLC Social Strategy-Twitter, YouTube focused globally. #ShopperSummit
TWEETS
@WorldKitchenLLC Facebook and Instragram curate and celebrate brandfollowers. #ShopperSummit
TWEETS
@WorldKitchenLLC Social content that delights=Shared. #ShopperSummit
58
RESULTS
eCommerce
Content
Social Media
ENGAGEMENTBRAND
CW PRODUCT LAUNCHOWNED PROMOTION
PR-FASHION KITCHEN
BLOGGER OUTREACH
SALES ACTIVATION
RECIPE MADNESS BRACKET
PYREX 100
TWEETS
@WorldKitchenLLC eCommerce, content, social payoff: >20% sales, 500X more content across channels #ShopperSummit
LEARNINGS
Failing: umbrella approach
3 critical examples
Product launch by coringware
TWEETS
@WorldKitchenLLC @kenbausch It’s ok to fail, as long as you’re showing broader results along the way. #ShopperSummit
5 STEPS TO SUCCESS
GOALS PROGRAMMED
CONTENT INTEGRATED
STRATEGIES 5 STEPS TO ROI FUN, TWEETable
eCommerce
Content
Social Media
QUESTIONS?
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