Digital Marketing Strategy for Powell's Books

WM403 Integrating Digital Media

The Team Greg Giersch - Project Manager Julia Hall - Social Media Christine Hanolsy - Public Relations Amber Brucker - Benchmarks & Measurement Chris Wain – Holiday Portal/Landing Page Brooks Eilertson - E-commerce

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2009 – Internet Retailer Powells B&N

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Visitor No Connection FAN Competitor Low-Price Not Engaged Engaged Powell’s Online Sale

[object Object],[object Object],Social Media & Public Relations

[object Object],[object Object],[object Object],[object Object],[object Object],Powell ’s Social Media Success

[object Object],[object Object],[object Object],Powell ’s Social Media Optimization

Powell’ s SoMe Holiday Take-over Strategy ,[object Object],[object Object],[object Object],[object Object]

Meet the Powells! ,[object Object]

Powell Family Holiday Gift Giving Campaign: SoMe Integration

Allison Powell 38-year-old mother, working for Forest Park Conservancy, likes historical fiction. FB community helps build recommendation list for her profile. Contest for best/most recommendations continues at powells.com. FB exclusive offer based on community input.

Eric Powell 45-year-old male with penchant for Fly Fishing and war stories builds a wish list based on Powell’s SoMe channel recommendations. FB community helps build recommendation list for profile.

Eric Powell is over on Twitter with a wish list and soliciting recommendations.

Tracy Powell 44-year-old female avid reader. Mainly reads best sellers. Tweets about buying ‘Room’ for 30% off today from powells.com and adds http://powells.us/eeq8Qg to her tweet. Tweets about buying a signed edition of ‘The Possessed’ for her sister http://powells.us/eeq8Qg.

Mary Powell 50-year-old female with 600 FB friends, spends $2,000/year on books at Powells and mainly reads books from NY Times Book Review. Mary discusses what her book group is reading and helps community build recommendation list.

More Social Media Campaign Ideas ,[object Object],[object Object],[object Object],[object Object]

OWN the Twitter #booklove hashtag

When to start When to stop When to check the dipstick Measurement & Benchmarks

Benchmark Analytics - Current Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

October 31 st – Before campaign

November 2 nd – After start of campaign November 24 th – Prep for Black Friday November 27 th – Black Friday Results & Prep for Cyber Monday November 29 th – Results from Cyber Monday

December 5 th , 12 th , 19 th – Weekly benchmarks December 23 rd – Prep for Last Minute Christmas Rush December 27 th – Results from Christmas

January 3 rd – Results from campaign

Benchmark Analytics - Metrics to Monitor ,[object Object],[object Object],[object Object],[object Object],[object Object]

Benchmark Social Media ,[object Object],[object Object],[object Object],[object Object]

Long-string keywords Holiday Gift Guide Holiday book guide Powell’s holiday gift giving guide Powell’s holiday book recommendations Powell’s City of Books gift guide Gift giving help Book giving help Book recommendations Holiday book recommendations Books for gifts Gift books Powell’s recommendations

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Powellsbooks.com holiday portal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Gift Pages Each department or “product line” developed its own gift page Used: http://www.powells.com/used/gift-ideas/ Cards: http://www.powells.com/powellscard.html Holiday catalog: http://www.powells.com/holiday/ (no longer active) http://www.powells.com/used/holiday-catalog Children’s: http://www.powells.com/used/childrens-holiday/ Romance: www.powells.com/ebooks/romance/ holiday / Holiday tote: http://www.powells.com/biblio/1-1110000035804-0 Visitor comments? How do visitors find these pages? Do they reflect the the Powell brand? (Amazon-like)

Tactics ,[object Object],[object Object],[object Object],[object Object]

Holiday home page Powell’s logo Holiday-themed banner Search/ Advanced search Staff photo (in front of Powells marquee?) “ Books for readers? Let our staff help” ,[object Object],[object Object],[object Object],Looking for a rare book? Let us help ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],My wish list Best bets (popular, high brow—Mark Twain 2011, etc) Page with age-appropriate staff photo and recommendations Best-seller lists with links to shopping cart

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Great Traffic, Poor Conversion

Branded Holiday Gift Wrapping ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2-Day Shipping FREE !!

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Digital Marketing Strategy for Powell's Books

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