building powerful networks with traditional...

Building powerful networks

with traditional and

social media

Free-From Heaven – two bi-monthly magazines

Interviews, new products, recipes...

Available at major retailers

Great readership...

12,500 copy sales per month

22,000 readers

Average age 39

96% female - 85% ABC1

55% have food intolerance

66% influence others

But is that enough?

£531m free-from sales

33% of Britons have bought free-from

27% of households avoiding

ingredients for a healthy lifestyle

19% for intolerances or allergies

More than a magazine!

Facebook at the forefront

Facebook reach and influence...

Five posts per day

Vary between new product, recipes,

dietary features – and funnies

Higher frequency builds traffic

Tactical Facebook advertising – can

be highly targeted and economical

25,000 Likes – 128,000 Reach

... Facebook reach and influence

Biggest age group of Likes 35-44

96% female

But reach is different – median age

25-34, 21% male

Facebook helps reach beyond core

Pinterest for Discovery

Pinterest’s role and effect

It’s critical to get onto key boards

Use specifically created images with

headline text

Drive traffic to website with crowd-

pleasing recipes and collections

Can be transformative in reaching

way beyond our core market

You can’t do everything

We have a person 50% dedicated to

Free-From digital

Not enough capacity to do Twitter

properly – also questions over value?

Instagram has less knock-on impact

for retained audience, so less focus

But of course newsletters

Newsletters...

Our own communication

environment

We can advertise and promote

Maintain contact and provide

direct prompts

Drive traffic to our website...

Website is our key digital publishing platform

Why web?

This is where it all ends up

In-depth place of record

Unlimited content

Freedom to promote and advertise

Visitors can curate their own

experience and content

We can monetise!

Four Sources of Traffic

1. Pinterest

2. Facebook

3. Organic/Google

4. Newsletter

Twitter and Instagram less than 0.5% combined

Year-on-Year Website Growth

Changing Web Profile

Changing Age Profile

Average age down from 42 to 38

Current Web Traffic

84,000 visitors per month!

So – is it enough? Yes!

22,000 magazine readers

14,000 newsletter readers

84,000 website visitors

576,000 social media reach

696,000 combined monthly reach

9% of all UK Free-From spend

Top Tips

Start with a strong core proposition

Post varied and frequently to Facebook

Use Facebook advertising tactically

Create bespoke Pinterest images and

content collections

Use weekly newsletters to drive traffic

Mirror all web activity on social

Create virtuous circles of cross promotion

www.freefromheaven.com

facebook/freefromheaven

pinterest.com/freefromheaven

jon.bickley@anthem-publishing.com