Monetizing A Community:

RangeWorks Strategy Plan

MDM Team 8: DABS

Daan Suijlen Daria Vasilyeva Brandi Cole Athicha Puissarakj Xiaoying Hu

A B D

Current Situation

Big Facebook community with high engagement.

Unclear strategy for the monetization of Facebook community.

Clear vision of goals.

Unclear management structure.

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

SEM

SEO

Multiple Social Media

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

Strategy Plan

SEM

SEO

Multiple Social Media

$$$
Costly, requires expertise and efforts

Strategy Plan

SEM

SEO

Multiple Social Media

$$$
Requires expertise and long-term results

Strategy Plan

SEM

SEO

Multiple Social Media

$$$
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

#1: User Generated Content

>

>

Facebook Teaser

<

<

Facebook Teaser

Jul 6

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

Topics: Recipe, Ranch, Travel Horse, Sport Campaign Announcement

Attract to the website

#1: User Generated Contents

>
Campaign announcement on the website

>

Facebook Teaser

<

<

Announcement on 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 to urge them to participate

#1: User Generated Contents

>
Campaign announcement on website

>

Facebook Teaser

Share content, get recognition!

<

<

Share content and get recognition

Aunt Julies rhubarb pie

Aunt Julies rhubarb pie

Easy format to create content

#1: User Generated Contents

>
Campaign announcement on website

>

Facebook Teaser

Share content, get recognition!

WINNER

<
Publish on magazine

<

Winner got publish on the magazine

Aunt Julies Rhubarb pie

Publish on magazine

Subscribe to collect
Share to friends, family

#1: User Generated Contents

>
Campaign announcement on website

>

Facebook Teaser

Share content, get recognition!

Subscribe for magazine

WINNER

<
Publish on 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!

#2: Promote Hometown Events

>
Fan posts event in Event Forum Fan create event on Facebook

>

<

<

Post event on Event Forum on website

Event: San Ynez Cowboys night

San Ynez Cowboy Night

Fan posts event details in Event Forum

#2: Promote Hometown Events

>
Fan post event on Event Forum Fan create event on Facebook

>
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.

#2: Promote Hometown Events

>
Fan post event on Event Forum Fan create event on Facebook

>
Map on website and Facebook

<
Promote on magazine

WINNER
Top event becomes event of the month

Event details and who going

<

Event of the month will be featured in the magazine

Aunt Julies Rhubarb pie

Publish on magazine

San Ynez Cowboy Night

Subscribe to collect
Share to friends, family

#2: Promote Hometown Events

>
Fan post event on Event Forum Fan create event on Facebook

>
Map on website and Facebook

Subscribe for magazine

WINNER

<
Promote on magazine

Top event become event of the month

<

Event details and who going

Tactic #3
Promote The Venue

#3: Promote the Venue

>
Promote activity on Facebook

>

Venue activities - Concert - Meals of the month

Facebook Teaser

Jul 6

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

Activities Announcement with incentive for first movers

Attract to website

#3: Promote the Venue

>
Promote activity on Facebook

>

Venue activities - Concert - Meals of the month Link to event page on website

Magazine members get discount code

Event on webpage

UPCOMING Event!

Book NOW!

#3: Promote the Venue

>
Promote activity on Facebook

>

Venue activities - Concert - Meals of the month Link to event page on website

Magazine members get discount code

Reserve on Eventbrite

Reserve ticket on Eventbrite

$25.00

Ranch & Reata Discount Code

#3: Promote the Venue

>
Promote activity on Facebook

>

Venue activities - Concert - Meals of the month Link to event page on website

Magazine members get discount code

Special for members Reserve on Eventbrite

Tactic #4
Pinterest

#4: Pinterest

>
Pinterest activities will appear on Facebook timeline

>

Create Pinterest account

<

Create Pinterest account using Facebook

Create account using Facebook to login

The activities will appear on Facebook timeline

RangeRadio pinned to Western Lifestyle on Pinterest.

#4: Pinterest

>
Pinterest activities will appear on Facebook timeline

>

Create Pinterest account

Create Pinboards

<

Create Pin Boards

RangeRadio

RangeRadio
The Voice of the West

Western Lifestyle
25 pins

Cowboy Style

Ranch& Reata

Events

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

#4: Pinterest

>
Pinterest activities will appear on Facebook timeline

>

Create Pinterest account

Create Pinboards

<
Show magazine/ product page

Product picture link to website

Picture will link to merchandising page on website

www.rangeradio.com/shop

Magazine picture link to website

Picture will link to magazine page on website

www.rangeradio.com/magazine

#4: Pinterest

>
Pinterest activities will appear on Facebook timeline

>

Create Pinterest account

Create Pinboards

Link to merchandising/ magazine

<
Show magazine/ product page

From tactics to the platform

HOW?

or username password
sin up log in

cart 0

Home

Magazin Radio Venue Events Shop Lifestyle e

at the latest edition of our magazine

Take a look

Ranch & Reata

May 2012

Range Radio Hit List

1. Ian Tyson Barrel Rockin Angel 2. Tish Jinojosa

Look Inside

Big Guitar

3. Linda Rostadt
Heart Like A Wheel 4. Kip Moore Somethin' 'Bout A Truck

Claim Your Free Stetson Jeans

For 1 Year Subscription

Share Your Experience In Our Forum

Be a Part of The Magazine

Grand Opening Ranch&Reata Roadhouse

June 29th 2012

5. Zac Brown Band No Hurry

Download Free Radio App

&

Site Map

About

Privacy Policy

Return Policy

Contact Us

Copyright 2010 RangeWorks, LLC

or username password
sin up log in

cart 0

Home

Magazin Radio Venue Events Shop Lifestyle e

at the latest edition of our magazine

Take a look

Ranch & Reata

May 2012

Range Radio Hit List

1. Ian Tyson Barrel Rockin Angel 2. Tish Jinojosa

Look Look Inside Inside

Big Guitar 3. Linda Rostadt Heart Like A Wheel

4. Kip Moore
Somethin' 'Bout A Truck

Claim Your Free Stetson Jeans

For 1 Year Subscription

Share Your Experience In Our Forum

Be a Part of The Magazine

Grand Opening Ranch&Reata Roadhouse

June 29th 2012

5. Zac Brown Band No Hurry

Download Free Radio App

&

Site Map

About

Privacy Policy

Return Policy

Contact Us

Copyright 2010 RangeWorks, LLC

or username password
sin up log in

cart 0

Home

Magazin Radio Venue Events Shop Lifestyle e

at the latest edition Extracts our magazine of

Take a look

From Ranch & Reata Subscribe Today

May 2012

Range Radio Hit List

The

Last

6 issues for $63 Edition 1 Year Subscription Look FREE SHIPPING in the U.S.
Inside

Claim Your Free Stetson Jeans

For 1 Year Subscription

Share Your Experience In Our Forum

Be a Part of The Magazine

Ranch&Reata Roadhouse
June 29th 2012

Subscri Grand Opening be

Download Free Radio App

&

Site Map

About

Privacy Policy

Return Policy

Contact Us

Copyright 2010 RangeWorks, LLC

or username password
sin up log in

cart 0

Home

Magazin Radio Venue Events Shop Lifestyle e

at the latest edition of our magazine

Take a look

Ranch & Reata

May 2012

Range Radio Hit List

1. Ian Tyson Barrel Rockin Angel

Look Inside

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

Claim Your Free Stetson Jeans

For 1 Year Subscription

Share Your Experience In Our Forum

Be a Part of The Magazine

Grand Opening Ranch&Reata Roadhouse

June 29th 2012

Festivals
Download Free Radio App

&

Site Map

About

Privacy Policy

Return Policy

Contact Us

Copyright 2010 RangeWorks, LLC

Measurement

Measurement
Tactics Conversion

#1 UGC #2 Hometown Event #3 Promote Venue

#1 Subscribe

#2 Subscribe

Website

#3 Buy ticket #4 Subscribe/ buy product

#4 Pinterest

Own Insight
- Time - Level of effort

Facebook Insight
- Share - Comment - Like

GG Analytics
- Traffic - Bounce Rate - Content

GG Analytics
Conversion

Management

Management

Company growth

Work load

Full-time employee Intern Schedule + Guideline

Management
1.Schedule
Social Media Activity
Current FB posting MON X TUE X WED X THU X FRI X SAT X SUN X

UGC
Events Venue Pinterest X

X
X

X X X

2.Brand book: mood and tone

Financial Estimation

Financial Estimation

Magazine Subscription

Print

$25K

20% of Facebook engaged fans

Conclusion

UGC

Event

Venue

Pinterest

Management & Measurement

$$$

Monetizing A Community
Q&A

Appendix

Further Improvement

Average Time spend on radio via Web&Mobile 74 mins

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

Opportunity for mobile application improvement

*Source: Nielson data

Mobile Application

Range Radio Ranch & Reata Ranch Events Ranger Style

Incorporate the tactics to the mobile application

Mobile Application
Ranch & Reata Ranch Events Ranger Style

Latest Issue

Ranch Event

Rands hats

JUL 15 San Jose Cowboy Night

$ 100.00 $ 50.00
Other issues Subscribe Search Event Buy ticket Add to cart Check out