Certified Blog and Social Media Entrepreneur Program - Module 3 Final Presentation

CHEF HASSET
GO.COM
MODULE 3 FINAL PRESENTATION

What’s inside?
 The Beginning
 The Client
 The Plan
 The Opportunity
 Part 1: Blog Marketing
 Objective
 Blog Marketing Plan
 Keywords
 Blog Design
 Posts & Promotions
 Analytics
 Results
 Learning

What’s inside?
 Part 2: Social Media Marketing
 Objective
 Social Media Marketing Plan
 Promotions
 Insights
 Learning
 Part 3: Events Production with Bloggers
 Objective
 Event Activation Plan
 Promotions
 Results
 Extra Miles
 Photos
 Learning
 Part 4: Pricing

The Beginning
 The Client
Chef Hasset Go is a young and
multi-awarded pastry chef based in
Manila. He is the owner of
MedChef Homemade Cakes and
Pastries and is a product of Heny
Sison Culinary School.
I personally know him for being
one of the chefs I featured on my
blog www.sleekinthecity.com.
He is also very popular among
bloggers as he used to invite them
whenever he has events.

The Beginning
 The Plan
Once, we have talked about his
plan to create an event involving
bloggers as well as his friends
from the media industry.
This plan was shelved for a
while. But Chef Hasset
continued with his works. He
had appeared in various media
such as TV, Radio, Print and
Online. His latest
accomplishment is becoming
one of GoNegosyo’s Top 50
Young Entrepreneurs.

The Beginning
 The Opportunity
The opportunity to become a
student of Ateneo-DigitalFilipino
Blog and Social Media Entrepreneur
Program compelled me to continue
with the plan that we thought of
more than a year ago.
The timing was perfect. Chef Hasset
Go is looking for someone who can
help him with his promotions
especially now that he is planning to
launch his recipe book entitled
“Desserts to Go”.
He also wants a blog for himself.

Part 1: Blog Marketing Package
 Initial consultation with clients, complimentary
 Unlimited email coordination per month
 Blog marketing plan creation
 Blog Information, Keywords, Topics and Timeline,
Promotions, Basic blog set-up (Blogspot, Settings,
Pages, Social Media Widgets, Search Functions,
Feedburner, Archive, Blog writing, 4 articles per
month)
 Bookmarking and promotion on 3 profiles, using
company’s preset social networks such as
Facebook Fanpage, Facebook Group and Twitter
 Blog Administration, including comment
moderation, forwarding of comments and
inquiries, and spam-blocking
 Progress report

Part 1: Objectives
 To create an online portal where Chef
Hasset Go may be able to share
everything about himself- his biography;
recipes; as well as TV, radio, print and
online guestings
 To post at least 10 blog entries during the
first month (April 4, 2012 – May 5, 2012)
 To accumulate at least 3,000 pageviews
all time history during the first month (April
4, 2012 – May 5, 2012)

Part 1: Blog Marketing Plan
 Blog Information
 Name of Blog: CHEF HASSET GO.com
 Website Address:
http://www.chefhassetgo.com
 RSS Feed:
http://feeds.feedburner.com/ChefHassetGoco
m
 Description: Online treats from the Sweets
Master’s kitchen
 Target Audience: Chef Hasset Go’s
fanbase, baking, cooking and desserts
enthusiasts, food bloggers and bakers

Part 1: Keywords
 dessert, pastry, desserts, pastries, culinary
school, culinary school in manila, pastry
desserts, pastry and baking, cakes and
dessert, chef culinary school, homemade
cake, pastry chef, pastry maker, culinary
school in the Philippines, pastry assistant, chef
hasset go, medchef, chef hasset, hasset go

Post 1: Promotions
*Each blog post is promoted via Facebook Fanpage, Bloggers
Network and Bakers Network (3 Major Social Media Platforms)

Post 3: The Sweets Master’s
Factory

Post 7: Chef Hasset Go at UNTV’s Bread and
Butter

Post 8: Chef Hasset Go at
Kabuhayang Swak na Swak

Post 10: Chef Hasset Go at 700 Club
Asia

Post 11: Chef Hasset Go’s Top 5 Favorite
Desserts

Post 14: Chef Hasset Go Bloggers
Night: Call for Bloggers

Night: Call for Sponsors

Night: The Press Release

Part 1: Results
 No. of Blog Posts as of May 8, 2012 – 16
vs. 10
 No. of Pageviews all time history as of
May 8, 2012 – 2,858 vs. 3,000

Part 1: Learning
 It is very important to experience (not just
know) the personality or the Unique Selling
Proposition (USP) of the brand that we want to
blog about. I have realized that this shall affect
immensely the over-all design of the blog (i.e.
colors, font style and etc.), the writing style to
be used and the topics to write about. It is
such a blessing that Chef Hasset Go is a good
friend of mine and knowing him personally
helped me a lot in this project.

Part 2: Social Media Marketing
Package
 Social media marketing plan creation
 Page information, Topics and Timeline, Promotion
Efforts
 Social media set-up, 3 profiles (Facebook
Fanpage, Facebook Group and Twitter)
 Daily updates and interaction management, 3
profiles (Facebook Fanpage, Facebook Group
and Twitter)
 Daily administration, including comment
moderation, connection requests and
approval, keeping profiles free from unwanted
requests, games and spam, and forwarding of

Part 2: Objectives
 To create 3 Major Social Media Platforms
wherein the bog posts shall be bookmarked
and wherein the major target markets (i.e.
fans, bloggers, bakers) may be engaged upon
 To increase the number of Chef Hasset Go
Fanpage Likes by at least 10% during the first
month
 To accumulate at least 50 bloggers for the
Chef Hasset Go Bloggers Network during the
first month
 To accumulate at least 20 bakers for the Chef

Part 2: Social Media Marketing
Plan
 Platform: Facebook
 Networks: Chef Hasset Go Fanpage, Chef
Hasset Go Bloggers Network, Chef Hasset Go
Bakers Network
 Interactions: Bookmarking of blog posts,
Facebook Question, Post Liking, Commenting,
Sharing and Moderation

Part 2: Chef Hasset Go Fanpage

Part 2: Chef Hasset Go Bloggers
Network

Part 2: Chef Hasset Go Bakers
Network

Insights Overview: April 7,
2012

Insights History: April 7, 2012
(Day 0 – 2,389 Fans)

Insights on Posts: April
16, 2012

Insights on Likes: April
16, 2012

Insights on Reach: April 16,
2012

Insights on Talking About This
April 16, 2012

Insights History: April
16, 2012

Part 2: Results
 Percentage of increase of Fanpage Likes from
to May 8, 2012 – From 2,389 to 2,650 = 261
Likes or 11% vs. 10%
 No. of Chef Hasset Bloggers Network
members as of May 8, 2012 – 67 vs. 50
 No. of Chef Hasset Go Bakers Network
members as of May 8, 2012 – 37 vs. 20

Part 2: Learning
 Even though our primary objective is not really to
increase the number of Fanpage Likes but to
increase the amount of interactions within the
current Fanpage, I was glad to have reached 11%
increase in Fanpage Likes. I have learned that
interactions, in itself, can also be a tool that can
drive the Fanpage Likes upwards. Still, if the
primary objective is to increase the number of
Fanpage Likes, direct marketing and Facebook
advertising are the best tools to use. Recently,
Facebook had cut the connection between the
number of Fanpage Likes with the number of
Likes to a certain photo within the Fanpage. This
means, Photo Contests and similar campaigns
may not anymore be as effective as they used to
be.

Part 2: Learning
 Creating a Bloggers Network as well as a
Bakers Network is such an enjoyable thing to
do. For years, marketers had explored so
many ways to create a database of its target
market in order to know them better to
ultimately serve them better. Through the
Bloggers Network and the Bakers Network, I
was given the chance to know more about the
bloggers and bakers who are passionate
about baking, cooking, culinary arts and the
related works of Chef Hasset Go in a much
easier way- through online.

Part 3: Event Activation with
Bloggers Package
 Event Activation Plan
 Objective, Event
details, Timeline, Checklist, Budget, Creative
direction, Mandatory elements, Support
requirements
 Blogger communication and invitation, 5 bloggers
 Blog and social media promotion, 3 profiles
 Event execution, on the day
 Events team, basic
 Events coordinator, Assistant coordinator 1, Assistant
coordinator 2, Runner
 Media kit distribution

Part 3: Objectives
 To create a Social Media Activation campaign
to launch CHEF HASSET GO.com involving
food and lifestyle bloggers, concessionaires
and foodies in a food bazaar setting
 To collect at least 50% attendance of the
invited bloggers
 To collect at least 50% of the post-event blog
posts on or before the deadline (May 12, 2012)

Part 3: Details
 Chef Hasset Go
Bloggers Night: The
Il Mercanti
Experience
 Il Mercanti Food
Bazaar (Metrowalk)
 May 5, 2012
 1pm-5pm
 Audience: Food
Bloggers (Chef Hasset
Go Bloggers Network
and others),
Concessionaires,

Part 3: Timeline
 March 30 – Presentation
 April 17 – Initial Meeting with Chef Hasset Go
 April 22 – Sponsorship Letters Sent, Call for
Sponsors Posted on Blog
 April 26 – Initial Meeting with Il Mercanti
 April 29 – Call for Bloggers Posted on Blog
 April 30 - Presentation
 May 5 – Chef Hasset Go Bloggers Night

Part 3: Event Checklist
 Lights and Sounds
 Venue Layout
 Bloggers and Media Kit
 Script for the Hosts
 Program Flow for Organizers
 Attendance Sheet
 Materials and Equipment for Live Cooking Demo
(Chef Nando and Chef Hasset Go)

Part 3: Results
 No. of Bloggers who attended the event – 27
out of 43 or 63% vs. 50% (Reasons for failure
to attend: heavy rain, ongoing road repairs)
 Blog posts are due until May 12, 2012

Part 3: Results
www.spreadsomeawesome.com

Part 3: Results
www.starmometer.com

Part 3: Extra Miles
 Major media groups
(TV, Radio, Print and Online)
covered the event. They
include ABS-
CBN, UNTV, 101.9
Tambayan, 99.5 RT, Manila
Bulletin, Starmometer and
PEP.ph
 DJ Churley of 101.9
Tambayan and Ms. Kathy
Solis of ABS-CBN hosted the
event
 Upcoming performers and

Part 3: Learning
 Nothing beats a Blog Marketing Campaign in the form
of an Event Activation with Bloggers. For me, it is the
ultimate materialization of everything that is in the
online world (blog and social media) to the offline
world (event). It bridges the gap between the two
worlds to create not only interaction and engagement
with the target market but the ultimate experience of
the target market with the blog as brand.
 Another great lesson I’ve learned is that not all
sponsors are willing to pay in cash. But the case is
different from events that were already running for
more than five years and are considered to be very
credible for being organized by highly-respected
industry leaders such as Ms. Janette Toral’s iBlog.

Part 3: Learning
 The challenge for newbie social media event
producers is how to persuade the sponsors in
considering giving cash sponsorships and/or how
to maximize the in-kind sponsorships to be as
good as cash.
 Ultimately, the blogging and social media industry
is a Blue Ocean- a fresh opportunity for budding
entrepreneurs and leaders to explore. Blogging
and social media is so relevant to everyone today
that even an ordinary events producer and a chef
can already create a full campaign (blog, social
media and events marketing) involving bloggers
and social media influencers for their brands.

Certified Blog and Social Media Entrepreneur Program - Module 3 Final Presentation

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Certified Blog and Social Media Entrepreneur Program - Module 3 Final Presentation