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Andrew Altman
Vivian Baker
PatrikBakonyi
Ali Deleon
Angela Teodoro
CarlaTerry
Linda Vu
Tony Woodall
EAT BETTER 2
Overview
Goals
Content
People
Measurement
EAT BETTER 3
Overview
Goals
Content
People
Measurement
EAT BETTER 4
MUNCHERY OVERVIEW
Munchery Inc. is an online
marketplace for consumers to
purchase meals directly from local
and professional chefs. It was
founded in 2010 by a couple of
busy fathers, Tri Tran and Conrad
Chu and is based in San Francisco,
California.
EAT BETTER 5
MUNCHERY IS …
New menus daily. Fresh options each night.
Order from diverse daily menus, with options for all kinds of eaters, and get
it delivered that night.
Handmade. By the best chefs in town.
Crafted from scratch each day.
The finest ingredients. No shortcuts
Your better dinners start with the best ingredients — local, organic &
sustainable whenever possible.
Same-day delivery. By pros at being prompt.
Order that day, or days ahead of time, and schedule delivery to your home
or office each night.
Order Dinner, Give a Dinner
For every order, Munchery provide a meal for someone in need by
donating to the SF & Marin Food Bank
Fastdinners.Forbusyfolks.
EAT BETTER 6
Overview
Goals
Content
People
Measurement
Goals
•Create brand
awareness via
growing Instagram
followers to +1,500.
•Grow Twitter
followers to +5,500
Brand
Awareness
• Increase orders &
reorders
• Increase Monthly
Account Activations
• Increased website
traffic
• Increase membership
via boosted Facebook
posts and tweets
Lead
Generation
• Create an engaged
community
• Gauge Interest for
New Markets /
Services
• Increase blog
frequency (1-2/month)
on their website
Community
Building
• Increase
communication via
twitter
• Maintain 4.5-5/5
star rating on
Facebook
Customer
Service
EAT BETTER 7
EAT BETTER 8
Overview
Goals
Content
People
Measurement
Content Pillars
EAT BETTER 9
Company News
Events
Customer Stories
Customer Service
Lifestyle
Promotions
Content Matrix
EAT BETTER 10
Company
News
Customer
Stories
Promotions Lifestyle
Customer
Service
Events
Low High Mod High High Mod
Low Mod Mod High High High
High Low Low Low Low Mod
Low High Mod High High Mod
Low High Mod High Low Low
Blog High Low Mod Mod Low Low
Email Mod Low High Low Low Mod
Facebook
•Discounts/Promot
ions
•Daily Specials
•Feedback and
Engagement with
customers
•Content from
other channels
Twitter
•Deals and
Promotions
•New Dishes
•Company News
•Upcoming Events
LinkedIn
•Recruitment for
new chefs
•Working at
Munchery
•Entrepreneurship
•Content for busy
professionals
Instagram
•Pictures of meals
•Behind the scene
•Customer photos
Platforms
11
Pinterest
•Recipes
•Chef Spotlights
•Healthy living
snapshots
•Behind the scene
Blogs
•Feature of Chefs &
Benefits
•Information about
the company
(successes, growth,
culture)
•Customer stories
•News
•Meals & Recipes
Emails
•News
•Chef & Customer
Stories
•Meals & Recipes
•Promotion
Website
•Information about
the company
•Sign up for
discounts, emails
& newsletters
•Customer support:
Contact
information & FAQ
Content Calendar
EAT BETTER 12
Platform /
Target Aud
Chef
Professionals
Singles/Couples
WED: Check out this
talk on the farm-to-
table delivery
movement!
http://link.com
FRI: Before the
weekend, here’s our
article on the
benefits of less
processed food!
http://blog.com
MON: Tech + Lunch,
two things we’re
passionate about
http://munchery/co
m/jobs
Singles/Couples
Moms
Women
MON: We love the
way our specials look
this week! (PHOTOS
OF SPECIAL MEALS)
WED: We feed your
pain! No type:
launching a startup
when you have a
family with kids
http://blog/muncher
y.com/2012/05
THURS: Kids LOVE
our Fresh Organic
Vegetables with
Hummus (PICTURE
OF MEAL)
Singles/Couples
Professionals
THURS: FREE
Munchery Delivery
for Tomorrow Only!
Use Code:
FREEDELIVER09
TUES: Health, Stress,
and Food! The
connection that
won’t surprise you.
http://blog.blogging.
com
FRI: Got a busy day?
We can get you a
fresh organic meal
with no hassle
(PHOTO OF ITALIAN
SAUSAGE WITH
FARFALLE)
Entrepreneurs
Professionals
Chefs
MON: No Dinner
plan? Try Chef
Urban’s Juniper
Crusted Salmon:
bit.ly/s4lm0n
TUES: We used social
media to do help our
start-up business,
how do you use it?
(PHOTO OF DELIVERY
PERSON WITH FOOD)
THURS: They’re
doing what they love
most – cooking
http://blog.muncher
y.com/2012/06/
Weekly Example
EAT BETTER 13
Overview
Goals
Content
People
Measurement
People: who is our target audience
EAT BETTER 14
Chefs
Busy Professionals
Entrepreneurs
Couples
Moms
15 EAT BETTER
People: why did we select them?
Busy Professionals
•Delivery to office
•Convenience (easy to order)
•Fresh, healthy, good food
Couples
•Impress partner with fancy food
•Convenient and cost effective
•Healthy eating (locally sourced/organic)
Entrepreneurs
•Delivery to office/home
•Cost effective and healthy
•Share similar company vision
Chefs
•Be their own boss
•Make more money
•Work during day-time
Moms
•Convenience
•Healthy Eating
•Cost-Effective
Chef
EAT BETTER 16
Name: Josh McCooker
Occupation: Executive Chef
Josh is a professional chef with a passion for cooking. His specialty is elegant southern cooking
and Mexican Flair
EAT BETTER 17
Unicorns Wanted!
Who we're looking for:
Unicorns: rare, amazing individuals
that are believed not to exist in this
world.
Munchery, the
place to hang
your hat!
Our Kitchen,
Your Kitchen!
EAT BETTER 18
Cook like nobody’s
watching!
EAT BETTER 19
You just do what you
do best, cook!
20
Busy Mom
EAT BETTER 21
Name: Sharon McMom
Occupation: Stay at Home Mom
Kids: Thomas (18 mos.) and Anna (4 yrs)
Age: 33 – 45
Characteristics: Heath Conscious (Eats Organic and Locally Sourced), Cooks Most Meals at
Home, Stay-at-Home Mom or Works Part-Time
EAT BETTER 22
Looks interesting!
EAT BETTER 23
How convenient!
Yum! That Was Delicious
EAT BETTER 24
Busy Professional
Name: Robert McWorkerson
Industry: Finance
Age: 24-38
Characteristics:
Works 50+ Hours a Week, Orders Out for Meals,
Technology Savvy, Organized, Health Conscious
You’re busy? We Understand
Food
Delivered
Right to
your Door!
Eating Healthier Just got
Easier
Busy Couple
EAT BETTER 29
Name: Rachel and Jeff McCouple
Industry: Director of Global PR for Sephora and Director of Global Media for Intel
Age: Mid-30s
Characteristics: Busy Work and Social Calendar, Technologically Savvy, Foodies
EAT BETTER 30
delicious-looking meals
EAT BETTER 31
EAT BETTER 32
EAT BETTER 33
The Entrepreneur
Name: Gabrielle McDesigner
Occupation: Medical Device Regulatory Rep by Day, Aspiring Entrepreneur by Night
Age: late 30’s
Characteristics: Creative, Innovative, Enthusiastic, Health Conscious, Environmentally Conscious
EAT BETTER 34
Blogs for start ups
and
entrepreneurs
EAT BETTER 35
Work. Eat.
Design.
Repeat.
EAT BETTER
So many
choices!
Stuffed!
Stick a fork
(or pin!) in
me, I’m
done!
People: Munchery Team
Social Media
Coordinator:
Manage &
Generate Short-
Form Content
Content
Coordinator:
Manage &
Generate Long-
Form Content
EAT BETTER 38
Communications
Manager:
• Sets Vision & Strategy
•Builds Partnerships
•Assign Stories
•Edits Content to Ensure
Consistent Brand Voice
• Facebook
• Twitter
• Pinterest
• Instagram
• LinkedIn
• Blogs
• Website
• Email/Newsletter
EAT BETTER 39
Overview
Goals
Content
People
Measurement
EAT BETTER 40
Tools for Measurement
Managing workflow, monitoring and analytics for Munchery’s social media campaigns
Workflow
•HootSuite
•TweetDeck
•Buffer
•Tweriod
Active Listening
•Sysomos
•Topsy
•BrandWatch
•SproutSocial
Analytics
•Google Analytics
•Google Trends
•Facebook Insights
•SimplyMeasured
Munchery: Measurement process
41
Channels/Platform Current Objective
Facebook
15,465 likes, 195 ratings, 153 talking
about and 4.8/5 stars via public reviews
Grow to 50,000 likes, 500 ratings, 500
people talking and maintain 4.5-5/5 stars
Twitter
3,332 tweets, 214 photos/videos, 3,856
followers, and following 638 profiles
Expand to +3,500 tweets, +300
photos/videos, follow +1000,
and grow followers to 5,500
LinkedIn
458 followers, 38 employees on LinkedIn,
last blogs posted 6 months ago
Grow followers to +1,000,
include all chefs on LinkedIn,
have chef’s post monthly blogs
Instagram
513 followers,
15 (!) posts, and following 43. No
new post since September, 2013
Grow followers to +1,500, and
increase posts +100. Recurring
posts 2-5 times/week
Pinterest
385 followers, 101 following, 14 boards,
175 pins, 0 likes
Increase followers to +600, grow pins to
+350, and have +100 likes
Blogs
Consistent blogs as of February
2011 via blogs.munchery.com,
chefs + promotion
Grow blogs to consistent
frequency (1-2/month), include
blogs on e.g. LinkedIn
Website/Emails
In last 30 days: 524,400 site visits,
44,5% bounce rate, 2.79 daily page
views/visitor, 2:28 time on site
Grow website visits to +700,000/
month, 25% bounce rate, 3,5
page views/visitor, +3min on site
Conclusion
EAT BETTER 42
We have used social media technologies and strategies to actively
engage with target customers
We created content samples, which we believe would resonate
with customers online
We established content pillars, provided measurements for
success and created a social media calendar showing frequency of
content distribution
We organized the Munchery team, and decided on what
technology to use to reach set goals
EAT BETTER 43
Thank You!

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Munchery - Content Strategy

  • 1. Andrew Altman Vivian Baker PatrikBakonyi Ali Deleon Angela Teodoro CarlaTerry Linda Vu Tony Woodall
  • 4. EAT BETTER 4 MUNCHERY OVERVIEW Munchery Inc. is an online marketplace for consumers to purchase meals directly from local and professional chefs. It was founded in 2010 by a couple of busy fathers, Tri Tran and Conrad Chu and is based in San Francisco, California.
  • 5. EAT BETTER 5 MUNCHERY IS … New menus daily. Fresh options each night. Order from diverse daily menus, with options for all kinds of eaters, and get it delivered that night. Handmade. By the best chefs in town. Crafted from scratch each day. The finest ingredients. No shortcuts Your better dinners start with the best ingredients — local, organic & sustainable whenever possible. Same-day delivery. By pros at being prompt. Order that day, or days ahead of time, and schedule delivery to your home or office each night. Order Dinner, Give a Dinner For every order, Munchery provide a meal for someone in need by donating to the SF & Marin Food Bank Fastdinners.Forbusyfolks.
  • 7. Goals •Create brand awareness via growing Instagram followers to +1,500. •Grow Twitter followers to +5,500 Brand Awareness • Increase orders & reorders • Increase Monthly Account Activations • Increased website traffic • Increase membership via boosted Facebook posts and tweets Lead Generation • Create an engaged community • Gauge Interest for New Markets / Services • Increase blog frequency (1-2/month) on their website Community Building • Increase communication via twitter • Maintain 4.5-5/5 star rating on Facebook Customer Service EAT BETTER 7
  • 9. Content Pillars EAT BETTER 9 Company News Events Customer Stories Customer Service Lifestyle Promotions
  • 10. Content Matrix EAT BETTER 10 Company News Customer Stories Promotions Lifestyle Customer Service Events Low High Mod High High Mod Low Mod Mod High High High High Low Low Low Low Mod Low High Mod High High Mod Low High Mod High Low Low Blog High Low Mod Mod Low Low Email Mod Low High Low Low Mod
  • 11. Facebook •Discounts/Promot ions •Daily Specials •Feedback and Engagement with customers •Content from other channels Twitter •Deals and Promotions •New Dishes •Company News •Upcoming Events LinkedIn •Recruitment for new chefs •Working at Munchery •Entrepreneurship •Content for busy professionals Instagram •Pictures of meals •Behind the scene •Customer photos Platforms 11 Pinterest •Recipes •Chef Spotlights •Healthy living snapshots •Behind the scene Blogs •Feature of Chefs & Benefits •Information about the company (successes, growth, culture) •Customer stories •News •Meals & Recipes Emails •News •Chef & Customer Stories •Meals & Recipes •Promotion Website •Information about the company •Sign up for discounts, emails & newsletters •Customer support: Contact information & FAQ
  • 12. Content Calendar EAT BETTER 12 Platform / Target Aud Chef Professionals Singles/Couples WED: Check out this talk on the farm-to- table delivery movement! http://link.com FRI: Before the weekend, here’s our article on the benefits of less processed food! http://blog.com MON: Tech + Lunch, two things we’re passionate about http://munchery/co m/jobs Singles/Couples Moms Women MON: We love the way our specials look this week! (PHOTOS OF SPECIAL MEALS) WED: We feed your pain! No type: launching a startup when you have a family with kids http://blog/muncher y.com/2012/05 THURS: Kids LOVE our Fresh Organic Vegetables with Hummus (PICTURE OF MEAL) Singles/Couples Professionals THURS: FREE Munchery Delivery for Tomorrow Only! Use Code: FREEDELIVER09 TUES: Health, Stress, and Food! The connection that won’t surprise you. http://blog.blogging. com FRI: Got a busy day? We can get you a fresh organic meal with no hassle (PHOTO OF ITALIAN SAUSAGE WITH FARFALLE) Entrepreneurs Professionals Chefs MON: No Dinner plan? Try Chef Urban’s Juniper Crusted Salmon: bit.ly/s4lm0n TUES: We used social media to do help our start-up business, how do you use it? (PHOTO OF DELIVERY PERSON WITH FOOD) THURS: They’re doing what they love most – cooking http://blog.muncher y.com/2012/06/ Weekly Example
  • 14. People: who is our target audience EAT BETTER 14 Chefs Busy Professionals Entrepreneurs Couples Moms
  • 15. 15 EAT BETTER People: why did we select them? Busy Professionals •Delivery to office •Convenience (easy to order) •Fresh, healthy, good food Couples •Impress partner with fancy food •Convenient and cost effective •Healthy eating (locally sourced/organic) Entrepreneurs •Delivery to office/home •Cost effective and healthy •Share similar company vision Chefs •Be their own boss •Make more money •Work during day-time Moms •Convenience •Healthy Eating •Cost-Effective
  • 16. Chef EAT BETTER 16 Name: Josh McCooker Occupation: Executive Chef Josh is a professional chef with a passion for cooking. His specialty is elegant southern cooking and Mexican Flair
  • 17. EAT BETTER 17 Unicorns Wanted! Who we're looking for: Unicorns: rare, amazing individuals that are believed not to exist in this world. Munchery, the place to hang your hat!
  • 19. Cook like nobody’s watching! EAT BETTER 19 You just do what you do best, cook!
  • 20. 20
  • 21. Busy Mom EAT BETTER 21 Name: Sharon McMom Occupation: Stay at Home Mom Kids: Thomas (18 mos.) and Anna (4 yrs) Age: 33 – 45 Characteristics: Heath Conscious (Eats Organic and Locally Sourced), Cooks Most Meals at Home, Stay-at-Home Mom or Works Part-Time
  • 22. EAT BETTER 22 Looks interesting!
  • 23. EAT BETTER 23 How convenient!
  • 24. Yum! That Was Delicious EAT BETTER 24
  • 25. Busy Professional Name: Robert McWorkerson Industry: Finance Age: 24-38 Characteristics: Works 50+ Hours a Week, Orders Out for Meals, Technology Savvy, Organized, Health Conscious
  • 26. You’re busy? We Understand
  • 28. Eating Healthier Just got Easier
  • 29. Busy Couple EAT BETTER 29 Name: Rachel and Jeff McCouple Industry: Director of Global PR for Sephora and Director of Global Media for Intel Age: Mid-30s Characteristics: Busy Work and Social Calendar, Technologically Savvy, Foodies
  • 33. EAT BETTER 33 The Entrepreneur Name: Gabrielle McDesigner Occupation: Medical Device Regulatory Rep by Day, Aspiring Entrepreneur by Night Age: late 30’s Characteristics: Creative, Innovative, Enthusiastic, Health Conscious, Environmentally Conscious
  • 34. EAT BETTER 34 Blogs for start ups and entrepreneurs
  • 35. EAT BETTER 35 Work. Eat. Design. Repeat.
  • 37. Stuffed! Stick a fork (or pin!) in me, I’m done!
  • 38. People: Munchery Team Social Media Coordinator: Manage & Generate Short- Form Content Content Coordinator: Manage & Generate Long- Form Content EAT BETTER 38 Communications Manager: • Sets Vision & Strategy •Builds Partnerships •Assign Stories •Edits Content to Ensure Consistent Brand Voice • Facebook • Twitter • Pinterest • Instagram • LinkedIn • Blogs • Website • Email/Newsletter
  • 40. EAT BETTER 40 Tools for Measurement Managing workflow, monitoring and analytics for Munchery’s social media campaigns Workflow •HootSuite •TweetDeck •Buffer •Tweriod Active Listening •Sysomos •Topsy •BrandWatch •SproutSocial Analytics •Google Analytics •Google Trends •Facebook Insights •SimplyMeasured
  • 41. Munchery: Measurement process 41 Channels/Platform Current Objective Facebook 15,465 likes, 195 ratings, 153 talking about and 4.8/5 stars via public reviews Grow to 50,000 likes, 500 ratings, 500 people talking and maintain 4.5-5/5 stars Twitter 3,332 tweets, 214 photos/videos, 3,856 followers, and following 638 profiles Expand to +3,500 tweets, +300 photos/videos, follow +1000, and grow followers to 5,500 LinkedIn 458 followers, 38 employees on LinkedIn, last blogs posted 6 months ago Grow followers to +1,000, include all chefs on LinkedIn, have chef’s post monthly blogs Instagram 513 followers, 15 (!) posts, and following 43. No new post since September, 2013 Grow followers to +1,500, and increase posts +100. Recurring posts 2-5 times/week Pinterest 385 followers, 101 following, 14 boards, 175 pins, 0 likes Increase followers to +600, grow pins to +350, and have +100 likes Blogs Consistent blogs as of February 2011 via blogs.munchery.com, chefs + promotion Grow blogs to consistent frequency (1-2/month), include blogs on e.g. LinkedIn Website/Emails In last 30 days: 524,400 site visits, 44,5% bounce rate, 2.79 daily page views/visitor, 2:28 time on site Grow website visits to +700,000/ month, 25% bounce rate, 3,5 page views/visitor, +3min on site
  • 42. Conclusion EAT BETTER 42 We have used social media technologies and strategies to actively engage with target customers We created content samples, which we believe would resonate with customers online We established content pillars, provided measurements for success and created a social media calendar showing frequency of content distribution We organized the Munchery team, and decided on what technology to use to reach set goals

Notes de l'éditeur

  1. Company News: founders experience, Day in the Life Customer Stories: RT, Repost, Share, User cases Promotions: Deals, Referrals Lifestyle: Convenience, Health, eco-friendly, recipes, meals Customer Support Events: food fairs, new items, new menu, new chefs
  2. Act Out Use case Busy professional at work in a meeting. It’s 6PM and who knows when the meeting will end. Robert McWorkerson goes on his iPhone Munchery app, browses through healthy dinner options and selects an his home address for delivery. Robert gets home and shortly after Robert receives a similar bag as this and has a full meal ready to eat. Simple, affordable, and very efficient use of time for a busy professional who doesn’t have the luxury of extra time to cook healthy meals. Platforms -Post prior to eating times (lunch and dinner) to have your message top of mind for busy professional who are either leaving work or will be leaving relatively soon We want to be top of mind when people are thinking of ordering food while communicating the value add we’re providing to busy professionals. -Twitter – Send a concise message to large US population who skews younger and who are more likely to work longer hours at work. Provide them relevant information about Munchery that is actionable – Free delivery, half off your lunch order today -Instagram – Allows us a platform to visually tell the Munchery story to business professionals. Munchery creates food that’s creative and unique that can be difficult to describe in words – pictures allow us to present our offering in a visually appealing way to hungry customers – especially those after a long days work -Facebook – Facebook allows Munchery to create a space for our users to engage with our brand with the largest reach and provide targeted messaging to users who meet specific characteristics. This will help Munchery tell our story to the right people at the right time – such as users who might work in consulting and travel, knowing this we can target an ad with a dinner deal when the user is likely to check their FB account. This is relevant messaging to a targeted audience based on user indicated preferences.
  3. Jeff is an active user on Twitter, and discovered The Munchery from a tweet by his co-worker Ike Kwon. He immediately checked out the Twitter profile and found beautiful photographs of delicious-looking meals. He showed his wife Rachel the Tweet and this prompted Rachel to Google The Munchery.
  4. As an aspiring entrepreneur, Gabrielle has subscribed to several blog sites of new start ups and entrepreneurs to get tips on how to get started with her business idea. Lucky for Gabrielle, she found the Munchery blog and started following them on Medium. Source: https://medium.com/startup-storytelling/2f170eab933b Source: https://medium.com/design-build-sell
  5. After working long hours, there’s scarcely time to cook, not to mention shop for food. Somehow she finds time to work on new ideas for her business. Gabrielle finds just the right fuel at Munchery to keep her creative ideas flowing.
  6. Inspired by the Munchery story and their values of using fresh local organic ingredients, in addition to eco-friendly containers, Gabrielle follows all things Munchery. She often uses the app to order meals when she works late. Once her business gets off the ground, there will probably more late nights and more Munchery.
  7. After a quick Google search and finding a $10 off coupon, Gabrielle ordered this organic lasagna dish made with fresh seasonal tomatoes. Later that night, while pinning design ideas on Pinterest, she pinned her dinner too!