Digiday Mobile Food Network Case Study
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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 @bobmaddenjr
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Digiday Mobile Food Network Case Study
- 1. Food Network: Digital Strategy Digiday Mobile December 2012 1 | Scripps Networks Digital
- 2. Intense Competition Across Platforms 2 | Scripps Networks Digital
- 3. Food Network Powerhouse Cross Well Positioned Dominates Social Platform Machine in Mobile Media with 7M+ Fans 3 | Scripps Networks Digital
- 4. MISSION Connect people to the power and joy of food wherever they are. STRATEGY Build closer relationship with the consumer: • Grow digital experience to match brand promise • Leverage programming across platforms • Extend content strategy across platforms • Test new platforms 4 | Scripps Networks Digital
- 5. Current Mobile Initiatives 5 | Scripps Networks Digital
- 6. Extend the Brand 6 | Scripps Networks Digital
- 7. Leverage Content Strategy 7 | Scripps Networks Digital
- 8. Leverage Popular Programming & Customer Feedback 8 | Scripps Networks Digital
- 9. Make Content Interactive and Shareable 9 | Scripps Networks Digital
- 10. Test New Platforms 10 | Scripps Networks Digital
Notas del editor
- Food Network is not just a cable television network. Food Network is in people’s living rooms with TV programming, online with recipes and .com content and now with fans in the kitchen, the grocery store and anywhere on the go with the apps – not a normal feat for a cable network.Food has become a social hot topic. The conversation about food has become more pervasive and vibrant. We’ve seen the conversation about food expand to encompass food enthusiasts, busy moms trying to get dinner on the table, and even people who like the entertainment and competition components with no intention of ever cooking with those ingredients.Multi-screen entertainment is our reality. Computers and mobile devices extend our content and audience engagement. This is truly exciting and vital for us as a brand and our advertisers -- it has many implications for how to better communicate and connect with our audiences. We are seeing more digital buzz around our shows. We think that this helps us deepen our connection with viewers and increase the breadth of their experience with our brands and adds excitement about being engaged with the talent and content.Food Network has focused on innovating and creating new apps to make the Food Network mobile suite the best experience for finding recipes, watching Food Network shows, and connecting with Food Network talent on a whole new level outside the traditional TV programming. What makes Food Network unique in mobile development is that we have the ability to create apps in-house from start to finish with our team of developers, access to Food Network kitchens and on-air talent.Digital content and engagement is a priority for Food Network. We are a digital content creator and have valuable content for our audiences that extend beyond just linear programmingWe are on the cutting edge of what TV channels are doing. Digital is critical to our success.
- Food Network On TV: App has had good traction; people spend a lot of time per session—8 minutes.What we did: We launched iPhone first, since our previous app Nighttime was an iPhone app. We want to convert those users first. Followed with iPad version in August. Tied app in with our on-air programming and featured shows such as DDD, Chopped, Giada at Home, Secrets of a Restaurant Chef, Paula’s Best Dishes.Takeaway:Show DescriptionPhoto GalleriesShort Form VideoLong Form VideoHost/Chef Description Judges Descriptions Finalists Descriptions Recipes featured in showFN Dish Blog FeedFN Twitter Feed for Show HashtagFull TV Schedule – 1 week
- In the Kitchen:As of September, nearly 600K downloads/sales for Apple and 50K for Android devices. Leading paid culinary app in Lifestyle Category since relaunch July 19th. More than 600k Apple downloads and 50k Android downloads by September, and counting.On average people are using the app nearly 3 times per month. Average usage time is 8 minutes per session. Nearly 30% of people who have purchased the app use it every month. We see steady usage throughout the week with Sundays and holidays showing significantly more page-views reflecting more research and planning on those days. What we did: Researched how our audience wants to use the app and incorporated tools that help them use it how they want. Takeaway: Incorporate tools that help with this such as:How-to VideosMenu PlannerEnhanced Shopping ListFeatured Seasonal Menus and RecipesMultiple TimersNew & Improved Unit ConverterImproved Search design and functionality
- On the Road:More than 300K downloads in first month. A leading free app in the Food & Drink category. What we did: Make on-air content accessible and usable for user in daily life. Help viewers find FN-recommended spots in a city you live in, are visiting, plan to visit, orhope to visit someday – and helps you to capture (and share) your experienceTakeaway: Make content easy to interact with. Search functionality (shows, chefs cities, nearby) and lists (city guides, top ten lists, top dishes at restaurants, featured content) is essential for viewers to interact with. Built sharing (recommendations to friends) and badging into the app to boost social interactions.Side note: Received great press and review response. Pre-pitching and demos were essential to making this happen.