MDM Team 8: DABS RangeWorks Strategy Plan Monetizing A Community: Daan Suijlen Daria Vasilyeva...

MDM Team 8: DABS

RangeWorks Strategy Plan

Monetizing A Community:

Daan Suijlen

Daria Vasilyeva

Brandi Cole

Athicha Puissarakj

Xiaoying Hu

AD D

B S

Current Situation

Big Facebook community with high engagement.

Clear vision of goals.

Unclear management structure.

Unclear strategy for the monetization of Facebook community.

Goals

1. Monetizing the Facebook community.

2. Create synergy among radio, website, magazine and social media.

3. Increase magazine subscription to 5,000 in two years.

Vision

To create solid connection between ONLINE and OFFLINE

activities in order to convert online community to

subscribe to the magazine.

Strategy Plan

Easier to FOCUS on converting your fans rather than targeting wide pool of people.

$$$

SEM Multiple Social MediaSEO

Strategy Plan

Costly, requires expertise and efforts

$$$


Strategy Plan

Requires expertise and long-term results

$$$


Strategy Plan

Threat to FB community, time-consuming

$$$


From strategy to tactics

#1 User generated content

#2 Promote hometown events

#3 Promote the venue

#4 Pinterest

Tactic #1

User Generated Content

Facebook Teaser

#1: User Generated Content

>>

<<

Remember the old days....cooking with family recipe with your mom? We are looking for great recipes to publish on our magazine! Visit www.rangeradio.com/shareyourrecipes/ for more details

Jul 6

Facebook Teaser

Campaign Announcement

Attract to the website

Topics:Recipe, Ranch, Travel

Horse, Sport

http://www.rangeradio.com/share

Facebook Teaser

#1: User Generated Contents

Campaign announcement on the website

>>

<<

Know the tastiest rhubarb pie recipe? Or...the

most yummy beef stew?

Share with us to win the chance to publish

your recipe on Ranch&Reata magazine!

Share NOW!

Announcement on website

Announcement to urge them to participate

Facebook Teaser


Campaign announcement on website

Share content, get recognition!

>>

<<

Aunt Julie’s rhubarb pie

Aunt Julie’s rhubarb pie

Share content and get recognition

Easy format to create content

Facebook Teaser




>>

<Publish on magazine

<WINNER

Aunt Julie’s Rhubarb pie

Winner got publish on the magazine

Publish on magazine

Subscribe to collect

Share to friends, family

Facebook Teaser




>>

<Publish on magazine

<WINNERSubscribe for

magazine

Tactic #2

Promote Hometown Events

#2: Promote Hometown Events

Fan creates an event on Facebook

>>

<<

Fan Create Event on Facebook

Steve Adelman

There will be an event in my hometown!


Fan create event on Facebook

Fan posts event in Event Forum

>>

<<

Post event on Event Forum on website

Fan posts event details in Event Forum

Event: San Ynez Cowboy’s night

San Ynez Cowboy Night



Fan post event on Event Forum

Map on website and Facebook

>>

<<

Range Radio adds event to map and shares to public

Others can click to see details and see who are going.

Map will appear both on webpage and Facebook.





Event details and who goingWINNER

Top event becomes event of the month

Promote on magazine

>>

<<

Event of the month will be featured in the magazine

Aunt Julie’s Rhubarb pie

San Ynez Cowboy Night

Publish on magazine

Subscribe to collect

Share to friends, family





Event details and who going

WINNER

Top event become event of the month

Promote on magazine

Subscribe for magazine

>>

<<

<

Tactic #3

Promote The Venue

#3: Promote the Venue

>>

Venue activities- Concert- Meals of the month

Promote activity on Facebook

Facebook Teaser

Ranch Radio proud to present cowboy night concert. FREE beer for the first 50 reservation. Visit www.rangeradio.com/venue activities

Jul 6

Activities Announcement with incentive for first

movers

Attract to website




>>

Link to event page on website



Magazine members get discount code

Event on webpage

UPCOMING Event!

Book NOW!


>>




Reserve on Eventbrite


Reserve ticket on Eventbrite

$25.00

Ranch & Reata Discount Code


>>




Reserve on Eventbrite


Special for members

Tactic #4

Pinterest

Create Pinterest account

#4: Pinterest

Pinterest activities will appear on Facebook timeline

>>

<

Create Pinterest account using Facebook

Create account using Facebook to login

RangeRadio pinned to Western Lifestyle on Pinterest.

The activities will appear on Facebook timeline


#4: Pinterest

Create Pinboards


>>

<

Create Pin Boards

RangeRadioThe Voice of the West

RangeRadio

Western Lifestyle25 pins

Cowboy Style Ranch& Reata Events

Pinboards about Western Lifestyle, Style, Ranch & Reata and events.


#4: Pinterest

Create Pinboards


>>

<Show magazine/ product page

www.rangeradio.com/shop

Product picture link to website

Picture will link to merchandising page on

website

http://www.rangeradio.com/

www.rangeradio.com/magazine

Magazine picture link to website

Picture will link to magazine page on website

http://www.rangeradio.com/


#4: Pinterest

Create Pinboards


>>

<Link to merchandising/ magazine

Show magazine/ product page

From tactics to the platform

HOW?

usernamepassword

or

log insin up

Home

Home

Magazine

Magazine

Radio

Radio

Venue

Venue

Shop

Shop

Lifestyle

Lifestyle

Events

Events

Look InsideLook Inside

Take a look at the latest edition

of our magazine Ranch & Reata

May 2012

Site Map Return PolicyPrivacy PolicyAbout Contact Us

cart 0

Range Radio Hit List

Claim YourFree Stetson

Jeans For 1 Year Subscription

Download Free Radio App

Grand OpeningRanch&Reata Roadhouse

June 29th 2012

Copyright © 2010 RangeWorks, LLC&

Share Your Experience

In Our ForumBe a Part of The Magazine

1. Ian Tyson

Barrel Rockin’ Angel

2. Tish Jinojosa

Big Guitar

3. Linda Rostadt

Heart Like A Wheel

4. Kip Moore

Somethin' 'Bout A

Truck

5. Zac Brown Band

No Hurry

http://www.billboard.com/artist/kip-moore/1639640

http://www.billboard.com/song/kip-moore/somethin-bout-a-truck/26589093




usernamepassword

or

log insin up

Home

Home

Magazine

Magazine

Radio

Radio

Venue

Venue

Shop

Shop

Lifestyle

Lifestyle

Events

Events




May 2012


cart 0






June 29th 2012





1. Ian Tyson


2. Tish Jinojosa

Big Guitar

3. Linda Rostadt

Heart Like A Wheel

4. Kip Moore

Somethin' 'Bout A

Truck

5. Zac Brown Band

No Hurry






usernamepassword

or

log insin up

Home

Home

Magazine

Magazine

Radio

Radio

Venue

Venue

Shop

Shop

Lifestyle

Lifestyle

Events

Events




May 2012


cart 0






June 29th 2012




ExtractsExtractsFromFrom

TheThe Last Edition Last EditionSubscribe Today6 issues for $63

1 Year SubscriptionFREE SHIPPING in the U.S.

Subscribe

Subscribe


June 29th 2012

usernamepassword

or

log insin up

Home

Home

Magazine

Magazine

Radio

Radio

Venue

Venue

Shop

Shop

Lifestyle

Lifestyle

Events

Events




May 2012


cart 0








Festivals

1. Ian Tyson


2. Tish Jinojosa

Big Guitar

3. Linda Rostadt

Heart Like A Wheel

4. Kip Moore

Somethin' 'Bout A

Truck

5. Zac Brown Band

No Hurry





Measurement

Measurement

#1 UGC

#2 Hometown Event

#3 Promote Venue

#4 Pinterest

Tactics

Own Insight- Time- Level of effort

Facebook Insight- Share- Comment- Like

GG Analytics- Traffic- Bounce Rate- Content

Website

#1 Subscribe

#2 Subscribe

#3 Buy ticket

#4 Subscribe/ buy product

Conversion

GG AnalyticsConversion

Management

Management

Schedule + Guideline

Intern

Full-time employee

Work loadCompany growth

Management

1.Schedule

Social Media Activity

MON TUE WED THU FRI SAT SUN

Current FB posting

X X X X X X X

UGC X X

Events X

Venue X X

Pinterest X X

2.Brand book: mood and tone

Financial Estimation

Financial Estimation

Magazine Subscription

Print

$25K

20% of Facebook engaged fans

Conclusion

$$$

Event PinterestVenueUGC

Management & Measurement

Q & A

Monetizing A Community

Appendix

Further Improvement

Average Time spend on radio via Web&Mobile74 mins

Opportunity for mobile application improvement

Current Smartphone penetration in the U.S. 48%*

*Source: Nielson data

Mobile Application

Incorporate the tactics to

the mobile applicationzz

Range Radio

Ranch & Reata

Ranch Events

Ranger Style

Mobile Application

Ranch & Reata

Latest Issue

SubscribeOther issues

Ranch Events

Ranch Event

Buy ticketSearch Event

JUL 15 San Jose Cowboy Night

Ranger Style

Rand’s hats

$ 100.00 $ 50.00

Check outAdd to cart

MDM Team 8: DABS RangeWorks Strategy Plan Monetizing A Community: Daan Suijlen Daria Vasilyeva...

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Transcript of MDM Team 8: DABS RangeWorks Strategy Plan Monetizing A Community: Daan Suijlen Daria Vasilyeva...