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MDM Team 8: DABS RangeWorks Strategy Plan Monetizing A Community: Daan Suijlen Daria Vasilyeva Brandi Cole Athicha Puissarakj Xiaoying Hu.

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Presentation on theme: "MDM Team 8: DABS RangeWorks Strategy Plan Monetizing A Community: Daan Suijlen Daria Vasilyeva Brandi Cole Athicha Puissarakj Xiaoying Hu."— Presentation transcript:

1 MDM Team 8: DABS RangeWorks Strategy Plan Monetizing A Community: Daan Suijlen Daria Vasilyeva Brandi Cole Athicha Puissarakj Xiaoying Hu

2 A D D BS

3 Current Situation Big Facebook community with high engagement.Clear vision of goals.Unclear management structure.Unclear strategy for the monetization of Facebook community.

4 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.

5 Vision To create solid connection between ONLINE and OFFLINE activities in order to convert online community to subscribe to the magazine.

6 Strategy Plan Easier to FOCUS on converting your fans rather than targeting wide pool of people. $$$ SEM Multiple Social Media SEO

7 Strategy Plan Costly, requires expertise and efforts $$$ SEM Multiple Social Media SEO

8 Strategy Plan Requires expertise and long-term results $$$ SEM Multiple Social Media SEO

9 Strategy Plan Threat to FB community, time-consuming $$$ SEM Multiple Social Media SEO

10 From strategy to tactics #1 User generated content #2 Promote hometown events #3 Promote the venue #4 Pinterest

11 Tactic #1 User Generated Content

12 Facebook Teaser #1: User Generated Content > > < <

13 Remember the old days....cooking with family recipe with your mom? We are looking for great recipes to publish on our magazine! Visit for more detailswww.rangeradio.com/shareyourrecipes/ Jul 6 Facebook Teaser Campaign Announcement Attract to the website Topics: Recipe, Ranch, Travel Horse, Sport

14 Facebook Teaser #1: User Generated Contents Campaign announcement on the website > > < <

15 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

16 Facebook Teaser #1: User Generated Contents Campaign announcement on website Share content, get recognition! > > < <

17 Aunt Julies rhubarb pie Share content and get recognition Easy format to create content

18 Facebook Teaser #1: User Generated Contents Campaign announcement on website Share content, get recognition! > > < Publish on magazine < WINNER

19 Aunt Julies Rhubarb pie Winner got publish on the magazine Publish on magazine Subscribe to collect Share to friends, family

20 Facebook Teaser #1: User Generated Contents Campaign announcement on website Share content, get recognition! > > < Publish on magazine < WINNER Subscribe for magazine

21 Tactic #2 Promote Hometown Events

22 #2: Promote Hometown Events Fan creates an event on Facebook > > < <

23 Fan Create Event on Facebook Steve Adelman There will be an event in my hometown!

24 #2: Promote Hometown Events Fan create event on Facebook Fan posts event in Event Forum > > < <

25 Post event on Event Forum on website Fan posts event details in Event Forum Event: San Ynez Cowboys night San Ynez Cowboy Night

26 #2: Promote Hometown Events Fan create event on Facebook Fan post event on Event Forum Map on website and Facebook > > < <

27 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.

28 #2: Promote Hometown Events Fan create event on Facebook Fan post event on Event Forum Map on website and Facebook Event details and who going WINNER Top event becomes event of the month Promote on magazine > > < <

29 Event of the month will be featured in the magazine Aunt Julies Rhubarb pie San Ynez Cowboy Night Publish on magazine Subscribe to collect Share to friends, family

30 #2: Promote Hometown Events Fan create event on Facebook Fan post event on Event Forum Map on website and Facebook Event details and who going WINNER Top event become event of the month Promote on magazine Subscribe for magazine > > << <

31 Tactic #3 Promote The Venue

32 #3: Promote the Venue > > Venue activities - Concert - Meals of the month Promote activity on Facebook

33 Facebook Teaser Ranch Radio proud to present cowboy night concert. FREE beer for the first 50 reservation. Visit activities activities Jul 6 Activities Announcement with incentive for first movers Attract to website

34 #3: Promote the Venue > > Link to event page on website Venue activities - Concert - Meals of the month Promote activity on Facebook Magazine members get discount code

35 Event on webpage UPCOMING Event! Book NOW!

36 #3: Promote the Venue > > Link to event page on website Venue activities - Concert - Meals of the month Promote activity on Facebook Reserve on Eventbrite Magazine members get discount code

37 Reserve ticket on Eventbrite $25.00 Ranch & Reata Discount Code

38 #3: Promote the Venue > > Link to event page on website Venue activities - Concert - Meals of the month Promote activity on Facebook Reserve on Eventbrite Magazine members get discount code Special for members

39 Tactic #4 Pinterest

40 Create Pinterest account #4: Pinterest Pinterest activities will appear on Facebook timeline > > <

41 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

42 Create Pinterest account #4: Pinterest Create Pinboards Pinterest activities will appear on Facebook timeline > > <

43 Create Pin Boards RangeRadio The Voice of the West RangeRadio Western Lifestyle 25 pins Cowboy StyleRanch& Reata Events Pinboards about Western Lifestyle, Style, Ranch & Reata and events.

44 Create Pinterest account #4: Pinterest Create Pinboards Pinterest activities will appear on Facebook timeline > > < Show magazine/ product page

45 Product picture link to website Picture will link to merchandising page on website

46 Magazine picture link to website Picture will link to magazine page on website

47 Create Pinterest account #4: Pinterest Create Pinboards Pinterest activities will appear on Facebook timeline > > < Link to merchandising/ magazine Show magazine/ product page

48 From tactics to the platform HOW?

49 username password or log in sin up Home Magazin e Radio Venue Shop Lifestyle Events Look Inside Take a look at the latest edition of our magazine Ranch & Reata May 2012 Site MapReturn PolicyPrivacy Policy About Contact Us cart 0 Range Radio Hit List Claim Your Free Stetson Jeans For 1 Year Subscription Download Free Radio App Grand Opening Ranch&Reata Roadhouse June 29th 2012 Copyright © 2010 RangeWorks, LLC & Share Your Experience In Our Forum Be 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 MooreKip Moore Somethin' 'Bout A TruckTruck 5. Zac B5. Zac Brown Band No Hurryurry

50 username password or log in sin up Home Magazin e Radio Venue Shop Lifestyle Events Look Inside Take a look at the latest edition of our magazine Ranch & Reata May 2012 Site MapReturn PolicyPrivacy Policy About Contact Us cart 0 Range Radio Hit List Claim Your Free Stetson Jeans For 1 Year Subscription Download Free Radio App Grand Opening Ranch&Reata Roadhouse June 29th 2012 Copyright © 2010 RangeWorks, LLC & Share Your Experience In Our Forum Be a Part of The Magazine Look Inside 1. Ian Tyson Barrel Rockin Angel 2. Tish Jinojosa Big Guitar 3. Linda Rostadt Heart Like A Wheel 4. Kip MooreKip Moore Somethin' 'Bout A TruckTruck 5. Zac B5. Zac Brown Band No Hurryurry

51 username password or log in sin up Home Magazin e Radio Venue Shop Lifestyle Events Look Inside Take a look at the latest edition of our magazine Ranch & Reata May 2012 Site MapReturn PolicyPrivacy Policy About Contact Us cart 0 Range Radio Hit List Claim Your Free Stetson Jeans For 1 Year Subscription Download Free Radio App Grand Opening Ranch&Reata Roadhouse June 29th 2012 Copyright © 2010 RangeWorks, LLC & Share Your Experience In Our Forum Be a Part of The Magazine ExtractsFrom The Last Edition Subscribe Today 6 issues for $63 1 Year Subscription FREE SHIPPING in the U.S. Subscri be

52 Grand Opening Ranch&Reata Roadhouse June 29th 2012 username password or log in sin up Home Magazin e Radio Venue Shop Lifestyle Events Look Inside Take a look at the latest edition of our magazine Ranch & Reata May 2012 Site MapReturn PolicyPrivacy Policy About Contact Us cart 0 Range Radio Hit List Claim Your Free Stetson Jeans For 1 Year Subscription Download Free Radio App Copyright © 2010 RangeWorks, LLC & Share Your Experience In Our Forum Be a Part of The Magazine Festivals 1. Ian Tyson Barrel Rockin Angel 2. Tish Jinojosa Big Guitar 3. Linda Rostadt Heart Like A Wheel 4. Kip MooreKip Moore Somethin' 'Bout A TruckTruck 5. Zac B5. Zac Brown Band No Hurryurry

53 Measurement

54 #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 Analytics Conversion

55 Management

56 Schedule + Guideline Intern Full-time employee Work loadCompany growth

57 Management 1.Schedule Social Media Activity MONTUEWEDTHUFRISATSUN Current FB postingXXXXXXX UGCXX EventsX VenueXX PinterestXX 2.Brand book: mood and tone

58 Financial Estimation

59 Magazine Subscription Print $25K 20% of Facebook engaged fans

60 Conclusion $$$ Event Pinterest VenueUGC Management & Measurement

61 Q & A Monetizing A Community

62 Appendix

63 Further Improvement Average Time spend on radio via Web&Mobile 74 mins Opportunity for mobile application improvement Current Smartphone penetration in the U.S. 48% * *Source: Nielson data

64 Mobile Application Incorporate the tactics to the mobile application z Range Radio Ranch & Reata Ranch Events Ranger Style

65 Mobile Application Ranch & Reata Latest Issue SubscribeOther issues Ranch Events Ranch Event Buy ticketSearch Event JUL 15 San Jose Cowboy Night Ranger Style Rands hats $ $ Check outAdd to cart


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