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

Plan developed by Marc Osten – August 2011

Part 2~

Network Mapping

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Didi, Eva, CG Networks1. Building the list.

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Plan developed by Marc Osten – August 2011 13

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 17

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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Plan developed by Marc Osten – August 2011 32

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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Plan developed by Marc Osten – August 2011 34

- 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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Plan developed by Marc Osten – August 2011 38

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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Plan developed by Marc Osten – August 2011 54

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

Plan developed by Marc Osten – August 2011

Part 4~

Next Steps