Andrew AltmanVivian Baker
Patrik BakonyiAli Deleon
Angela TeodoroCarla TerryLinda Vu
Tony Woodall
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Overview
Goals
Content
People
Measurement
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Overview
Goals
Content
People
Measurement
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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.
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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 shortcutsYour 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
Fast dinners. For busy folks.
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Overview
Goals
Content
People
Measurement
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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
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Overview
Goals
Content
People
Measurement
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Content Pillars
Company News
Events
Customer Stories
Customer Service
Lifestyle
Promotions
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Content MatrixCompany
NewsCustomer
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/
Promotions• 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
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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
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Content CalendarPlatform /Target Aud
ChefProfessionals
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/com/jobs
Singles/CouplesMoms
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/munchery.com/2012/05
THURS: Kids LOVE our Fresh Organic Vegetables with Hummus (PICTURE OF MEAL)
Singles/CouplesProfessionals
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)
EntrepreneursProfessionals
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 – cookinghttp://blog.munchery.com/2012/06/
Weekly Example
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Overview
Goals
Content
People
Measurement
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People: who is our target audience
Chefs
Busy Professionals
Entrepreneurs
Couples
Moms
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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
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Chef
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Name: Josh McCookerOccupation: Executive Chef
Josh is a professional chef with a passion for cooking. His specialty is elegant southern cooking and Mexican Flair
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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!
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Cook like nobody’s watching!
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We market it!
We deliver it!You just do what you
do best, cook!
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Busy Mom
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Name: Sharon McMomOccupation: 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
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Looks interesting!
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How convenient!
Yum! That Was Delicious
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Busy Professional
Name: Robert McWorkersonIndustry: Finance
Age: 24-38Characteristics:
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
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Name: Rachel and Jeff McCoupleIndustry: Director of Global PR for Sephora and Director of Global Media for Intel
Age: Mid-30sCharacteristics: Busy Work and Social Calendar, Technologically Savvy, Foodies
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delicious-looking meals
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The Entrepreneur
Name: Gabrielle McDesignerOccupation: Medical Device Regulatory Rep by Day, Aspiring Entrepreneur by Night
Age: late 30’sCharacteristics: Creative, Innovative, Enthusiastic, Health Conscious, Environmentally Conscious
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Blogs for start ups and
entrepreneurs
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Work. Eat. Design. Repeat.
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So many choices!
Stuffed! Stick a fork (or pin!) in me, I’m done!
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People: Munchery TeamSocia
l Medi
a Coordinat
or:Manage &
Generate Shor
t-Form Content
Content
Coordinat
or:Manage &
Generate Long
-Form Content
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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
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Overview
Goals
Content
People
Measurement
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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
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Munchery: Measurement process
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
Instagram513 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
BlogsConsistent 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/EmailsIn 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
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ConclusionWe 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
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Thank You!
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