digiday mobile food network case study
DESCRIPTION
Hear how Food Network revamped old apps and created new ones to build a comprehensive mobile strategy. In this case study, Bob Madden will discuss the rationale behind the complementary and specialty apps, the team Food Network put together to develop and implement the strategy, and the successes it has seen so far. Presenter: Bob Madden, svp & gm of the digital food category, Scripps Networks @bobmaddenjrTRANSCRIPT
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Food Network: Digital StrategyDigiday MobileDecember 2012
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Intense Competition Across Platforms
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Dominates Social Media with 7M+ Fans
Well Positioned in Mobile
Powerhouse Cross Platform Machine
Food Network
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MISSIONConnect people to the power and joy of food wherever they are.
STRATEGYBuild closer relationship with the consumer:• Grow digital experience to match brand promise• Leverage programming across platforms• Extend content strategy across platforms• Test new platforms
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Current Mobile Initiatives
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Extend the Brand
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Leverage Content Strategy
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Leverage Popular Programming & Customer Feedback
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Make Content Interactive and Shareable
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Test New Platforms