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Building powerful networks
with traditional and
social media
Free-From Heaven – two bi-monthly magazines
Interviews, new products, recipes...
Available at major retailers
Great readership...
12,500 copy sales per month
22,000 readers
Average age 39
96% female - 85% ABC1
55% have food intolerance
66% influence others
But is that enough?
£531m free-from sales
33% of Britons have bought free-from
27% of households avoiding
ingredients for a healthy lifestyle
19% for intolerances or allergies
More than a magazine!
Facebook at the forefront
Facebook reach and influence...
Five posts per day
Vary between new product, recipes,
dietary features – and funnies
Higher frequency builds traffic
Tactical Facebook advertising – can
be highly targeted and economical
25,000 Likes – 128,000 Reach
... Facebook reach and influence
Biggest age group of Likes 35-44
96% female
But reach is different – median age
25-34, 21% male
Facebook helps reach beyond core
Pinterest for Discovery
Pinterest’s role and effect
It’s critical to get onto key boards
Use specifically created images with
headline text
Drive traffic to website with crowd-
pleasing recipes and collections
Can be transformative in reaching
way beyond our core market
You can’t do everything
We have a person 50% dedicated to
Free-From digital
Not enough capacity to do Twitter
properly – also questions over value?
Instagram has less knock-on impact
for retained audience, so less focus
But of course newsletters
Newsletters...
Our own communication
environment
We can advertise and promote
Maintain contact and provide
direct prompts
Drive traffic to our website...
Website is our key digital publishing platform
Why web?
This is where it all ends up
In-depth place of record
Unlimited content
Freedom to promote and advertise
Visitors can curate their own
experience and content
We can monetise!
Four Sources of Traffic
1. Pinterest
2. Facebook
3. Organic/Google
4. Newsletter
Twitter and Instagram less than 0.5% combined
Year-on-Year Website Growth
Changing Web Profile
Changing Age Profile
Average age down from 42 to 38
Current Web Traffic
84,000 visitors per month!
So – is it enough? Yes!
22,000 magazine readers
14,000 newsletter readers
84,000 website visitors
576,000 social media reach
696,000 combined monthly reach
9% of all UK Free-From spend
Top Tips
Start with a strong core proposition
Post varied and frequently to Facebook
Use Facebook advertising tactically
Create bespoke Pinterest images and
content collections
Use weekly newsletters to drive traffic
Mirror all web activity on social
Create virtuous circles of cross promotion
