1. WM403 Integrating Digital Media

2. DIGITAL MARKETING ECOSYSTEM

3. 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

7. 2009 – Internet Retailer Powells B&N

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

18. Powell Family Holiday Gift Giving Campaign: SoMe Integration

19. 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.

20. 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.

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

22. 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.

23. 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.

26. OWN the Twitter #booklove hashtag

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

30. October 31 st – Before campaign

31. 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

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

33. January 3 rd – Results from campaign

36. 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

39. 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)

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