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The Love Triangle: eCommerce • Content • Social Media

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JEFF NOWAK
JEFF NOWAK

In today’s digital world, it’s difficult for eCommerce, content and social media to live without one another. See a real-world example of how World Kitchen brands are using content marketing and social media conversations to connect with consumers and drive ROI in eCommerce. If you can integrate, you can triangulate.

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ECOMMERCE • CONTENT • SOCIAL MEDIA
@KenBausch @JeffNowak @kenbausch @jeffnowak
S
@KenBausch @JeffNowak
TWEETS @kenbausch @jeffnowak @WorldKitchenLLC #ShopperSummit
The Love Triangle: eCommerce • Content • Social Media
 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
The Love Triangle: eCommerce • Content • Social Media
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
The Love Triangle: eCommerce • Content • Social Media
eCommerce is agnostic of customers or channels
BRANDS CONSUMERS CHANNEL PARTNERS
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 Media Growth Content Distribution 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
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
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 Secret Mouthwatering 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 CorningWare Appetizers 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 CorningWare Layers of Love The Christmas Eve Lasagna
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
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
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
TWEETS @WorldKitchenLLC Content needs to live beyond owned channels. #ShopperSummit
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
KEY ENGAGEMENT STATS 176,979 CLICKS 122,963,476 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
The Love Triangle: eCommerce • Content • Social Media
TWEETS @WorldKitchenLLC Social Strategy- Twitter, YouTube focused globally. #ShopperSummit
The Love Triangle: eCommerce • Content • Social Media
TWEETS @WorldKitchenLLC Facebook and Instragram curate and celebrate brand followers. #ShopperSummit
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
TWEETS @WorldKitchenLLC Social content that delights=Shared. #ShopperSummit
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The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
RESULTS eCommerce Content Social Media
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
ENGAGEMENT BRAND
CW PRODUCT LAUNCH OWNED 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
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
The Love Triangle: eCommerce • Content • Social Media
GOALS  PROGRAMMED CONTENT  INTEGRATED STRATEGIES  5 STEPS TO ROI  FUN, TWEETable eCommerce Content Social Media
QUESTIONS?

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The Love Triangle: eCommerce • Content • Social Media

Editor's Notes

  • #3: If attended last year, explained we wear different hats. Ken-World Kitchen VP of Interactive Marketing Jeff-Digital content agency for World Kitchen JEFF
  • #4: This year, we wear similar hats
  • #5: Facility of the Path to Purchase Institute
  • #10: KEN
  • #18: KEN
  • #20: JEFF
  • #22: Introduce the second love triangle There’s a second love triangle: Brands/consumers/channel partners (amazon/walmart) Want consumers to love our brands (have to build that through the channel partners) Very meaty
  • #26: 3 world kitchen brands market share leaders in growth per NPD Baseline what a business was Market Share Growth (CHART TO COME) Only 1 factor—Way went to marketing in digital marketing efforts Precontent-1 Ecommerce growth curve – 1 Percentage for each
  • #54: curation and celebration
  • #61: Move back
  • #63: Sales
  • #64: Assets
  • #66: Multiple touch points
  • #67: Multiple brands working together
  • #68: Multiple agencies making brand programs bigger and better