FUNDAMENTALS OF OMNICHANNEL CONTENT STRATEGY. Workshop Materials McGill University May 1, 2015

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1 FUNDAMENTALS OF OMNICHANNEL CONTENT STRATEGY Workshop Materials McGill University May 1, 2015

2 Workshop Materials Omnichannel Strategic Framework Company Background: All Dressed Up Customer Interaction Example Cross-Channel Journey Example User Persona Example Content Strengths by Customer Touchpoint Metrics by Customer Touchpoint

3 OMNICHANNEL STRATEGIC FRAMEWORK Desktop Smartphone Tablet App Smartphone Tablet Web In-Store Print Advertising TV/Radio Product Packaging Customer Support Events ECOMMERCE CUSTOMER PROFILE CUSTOMER PROFILE PRODUCT & SERVICE CONTENT SOCIAL MEDIA OPPORTUNITIES ADVERTISING & MEDIA SALES SALES APPS APPS /SMS /SMS PERSONALIZATION & CONTEXTUAL CONTENT

4 All Dressed Up Company Background Summary: A gourmet salad dressing company, All Dressed Up (ADU) uses all-natural ingredients in its products. Founded in 1987, by a gentleman farmer, Jeramiah Lifter, ADU was a small family business until Lifter s passing in Since then Lifter s daughter has taken small business and expanded it throughout North America. While it continues to be a privately-owned company, current revenue is estimated at 200 million. Products are sold in specialty food stores (including Whole Foods, Zabars, etc.), directly to the consumer via its retail website, and through cooking schools (e.g. The Cambridge School of Culinary Arts) which provide classes to professional and amateur cooks. Value Proposition From good farms comes good health and good food: A healthy way to season and dress up your food Product Types Include: Salad Dressings Marinades Cookbooks Gourmet Olive Oil (provided in partnership with Olio d Oliva, Inc. in Italy) Specialty Vinegars Tasting Gift Sets Specialty Hot Sauces Current Marketing Activities: TV Spots on the Cooking Channel Content for a trip to Italy that uses crowdsourcing and user-generated content for best recipe submission Grilling Guides provided in conjunction with Weber grills Active Facebook Presence Advertisements and recipes in magazines End-caps within select stores In-store demonstrations of the products Website that features products and product information A video campaign featuring user-generated content of recipes A new site on Tumblr, featuring curated content, and user-generated content from fans of the product Business Goals: Become a ubiquitous part of customer s lives. Help customers become more healthy and happier. Keep company s original focus. Business Objectives: Increase revenue by 20% annually Enter new markets in interesting and exciting ways (through multiple touchpoints) Increase number of strategic partnership

5 Markets Currently ADU is manufactured and distributed solely in North America. The company is assessing a larger market plan, which it hopes to roll out within the next 3 years that would include parts of Europe, South America and APAC. Companies and Competitors that Inspire: Newman s Own (salad dressing) Sir Kensington s (ketchup) Bob s Red Mill (grains and natural foods) Additional Differentiators: The brand s identity features the story of Jeramiah and celebrates small farmers and artisanal products. ADU sources its products through small farms, organic farms, and smaller businesses committed to natural and quality products. ADU sources products from farmers who practice sustainable farming practices. Although not all organic, ADU does not source from farmers who use pesticides or fertilizers and all products are 100% non-gmo. For packaging, recyclable glass is used instead of plastic, and no preservatives or artificial flavors including natural flavors are added to the products.

6 Customer Interaction Example Company: All Dressed Up Boris is having his annual summer barbecue and wants to serve something that will impress his friends and top what he served last year. INSTORE Boris notices a representative offering samples featuring a salad dressing from the brand, All Dressed Up. He purchases a bottle of dressing. AT HOME MOBILE (SOCIAL MEDIA) He sees a QR code on the bottle inviting him to share his salad masterpiece with his recipe. When his FB and Twitter friends ask for the recipe, he shares the name of the salad dressing and picture of the label with hashtag #AllDressedUp on his Facebook and Twitter. His next visit to Facebook shows an ad inviting him to like the salad dressing for an additional 50 off his next purchase. He clicks on a link prompting him to supply his as well as other social media contacts. He also opts in for SMS texts based on geo-location. All Dressed Up sends him a personalized Twitter DM with a special offer. IN-STORE MOBILE (SMS/SOCIAL) Next grocery visit, he receives a SMS for a recommended product along with a coupon. DESKTOP PC (SOCIAL/COMPANY WEBSITE/USER-GENERATED CONTENT) Next visit to Facebook, he sees announcement from All Dressed Up praising his salad and offering a link to the company s food and recipe sharing blog. On the company s blog, he sees an announcement to watch Bobby Flay s show on the Food Network for a sneak preview of a contest. He creates a profile on the site allowing him to post future blogs and share recipes. TELEVISION While watching Bobby Flay, he sees a commercial from All Dressed Up announcing a contest for a group trip to Italy. The contest has a crowd-sourced element, where the company chooses the finalists and then the ultimate winner, based on the number of votes. IPAD (SOCIAL) Boris enters content by submitting his salad recipe and later finds out he is a finalist.

7 IPAD/DESKTOP (SOCIAL/CROWDSOURING) All Dressed Up offers him tools for getting as many votes as possible with incentives, where every share on Facebook is worth additional votes. There is an extra incentive for contestants who post a video of them making their salad and tagging it with the dressing name, which he does. He receives 1,500 votes for his salad on Facebook, and comments and shares on YouTube. POST-CONTEST (YOUTUBE) Boris wins the contest, and All Dressed Up shoots promotional videos following his trip. Omnichannel Journey Content Sales materials provided to the sales representative for the in-store demonstration of the product, which directs the representative which salad to feature and how to showcase the dressing with talking points. QR Code for the bottle which prompts the purchaser to take a picture of the product in use and feature the recipe. Facebook content to support the campaign, which also collects information about the user and his or her Facebook profile and other social media accounts along with an address. Twitter content to support the campaign. SMS content which is triggered by geo-location Social media content to build loyalty for next visit to the social media site (after post-opt in event) Website content for user profile, and blogs (both company created blogs around event announcements and user-generated content) Television campaign content for content Facebook and Twitter content to support content; website content for contest Videos and promotional content featuring the contest winner

8 CROSS-CHANNEL JOURNEY Trigger SMS In-Store As she approaches her local store, she receives a push notification on her phone, letting her know about her accessories. Michelle. an existing customer, receives a text message from retailer. Mobile App SmartphoneTablet Web Tablet App Using her ipad, Michelle visits.com to look for new product. She notices a module on the homepage for a featured product. She Clicks the module to view more details. Michelle saves to her favorites. As she adds to to her favorites, recommended products become even more relevant. Michelle has saved six products to her favorites. Michelle updates her customer sends her favorites to the nearest retail location. Michelle has a question regarding her product, after she calls support, they know her product purchase and are able to customize her experience. Michelle shares her experience from an inset on the product package with others in FaceBook about her superior experience. Desktop In-store Post-Purchase Entering the store, Michelle is greeted by Ken, a sales associate. He has Michelle s favorites ready for her to view, which he pulled up on his tablet. Under Michelle s profile, he accesses her store loyalty coupons.

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10 CONTENT STRENGTHS BY CUSTOMER TOUCHPOINT CHANNEL* CUSTOMER TOUCHPOINT FUNCTIONS CONTENT TYPES Desktop In-Store (Signage, etc.) Packaging Print Advertising Event Smartphone/ Tablet App Smartphone/ Tablet Web TV/Radio SMS Long Form Product Long Form Editorial Product Detail Product Summary Quick Editorial Related Content Short Communication Forms QR Codes User Content FUNCTIONS Click to Call Click to Map Social Sharing Search - Advanced Search - Simple Cart Strength Indicator Strong Moderate Weak Long Form Product Long Form Editorial Product Detail Product Summary Quick Editorial Related Content Short Communication Forms QR Codes User Content Lengthy product documentation or associated technical documents (inculding help files). Multiple paragraph text (and image or other collateral) which requires multiple swipes or scrolling to view. Lengthy description of a product s features, typically in bullet format. Can also include product imagery, 360 degree views, etc. A two to three sentence description summarizing a product s features. Short (approximately two-three sentences) supporting text or imagery. Listing of links or product items that directly correlate with page s message or product items. Can include internally or externally produced content. SMS or providing confirmation or website interaction and/or with additional Calls to Action. Page which requires user input one or more fields. Quick Response Code. A machine readable label that contains information related to product or company. Content generated by customers; includes rating and reviews, instruction/how-to content, blogposts, etc.

11 METRICS - BY CUSTOMER TOUCHPOINT Desktop Smartphone Tablet Web Smartphone Tablet App Events SMS In-Store (signage,etc.) Print Advertising Packaging TV/Radio Exit Rates Click Stream Path Conversion Rates Number of Visits to Convert Product Views Product Purchase Depth of Visit (Site) Length of Visit (Per Page) Organic, Paid Keyword Ranking Form Field Interaction Site Registration Site Registration Social Sharing Content Downloads Interaction History (profile or cookie) Keyword Searches Refined Searches Successful Searches Page Prior to Search Switch from Desktop to Mobile VIew Time on Mobile Optimized Pages Opt to Use Website vs. App Downloaded Apps Promo Code Usage QR Code Usage QR Code Usage Survey Responses Nielsen Ratings