1. Wild Flavors Strategic & Tactical Online Campaign Plan

3. Virtual book tourt1. Clarity about howyouare positioned to implement a WF online campaign2. Clearer understanding of how to use an online campaignto boost book sales.- Network Mapping - Content Pipeline Development - Online Relationship Building - Multiplevenues& tool

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5. Step 1~Framing the Campaign

6. Build interest inWF through, create a more dynamic CG online ecosystem and develop a clearer understanding of how to use an online campaign to boost book sales. WF Campaign Objective 5

7. Primary Desired Outcome 1 Positive results from the evangelizing done by Didi, CG staff and other emissaries. 6

8. Primary Desired Outcome 2 A clearer understanding of how to use an online campaign to boost book sales 7

9. Primary Desired Outcome 3 A notable growing CG online presence in relevant venues & networks 8

10. Primary Desired Outcome 4 A new, robustly populated, living network map of existing CG network nodes 9

11. Part 2~Network Mapping

12. Didi, Eva, CG Networks 1. Building the list. 11

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14. 1000+ Nodes Identified 13

17. Traffic

18. Positioning 15

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21. Part 3Campaign Strategy & Tactics

22. CampaignStrategy Efficiencies Gained Improved Effectiveness Mix & Match 19

23. ROUTE TRAFFIC Strategy 1 Providecontrollable, 2 clicktraffic pathways to stores 20

24. Tactic 1 Develop new & optimize existing online platforms, pages, groups, streams etc. 21 ROUTE TRAFFIC

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29. ROUTE TRAFFIC Tactic2 Directly steer all potential customers & others 26

30. CG Bookstore Ecosystems Amazon Bookstore 27

31. ROUTE TRAFFIC Tactic 2 Details Experimental Phase: Everylink & piece of content in a post, comment, retweet, content tease, uploaded video, etc. follows the 2 click path Post-Experiment: Balance 2-click with organic pathways 28

32. CG Bookstore Ecosystems Amazon Bookstore 29

33. LEVERAGE CONTENT Strategy 2 Distribute various types of autumn and winter focused digital content in diverse ways on a regular schedule 30

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35. LEVERAGE CONTENT Tactic 1 Source, contextualize through the WF perspective and regularly distribute 3rd party content. NOTE - Easy access, low capacity to execute 32

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38. Guest Bloggers

39. Recipe Sharing

40. So what do you think?34

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42. It’s Beet Week This is where Didi would write a few sentences about this photo from the Wild Flavor’s perspective with a link to something else on the blog about the book or even a link straight to the store. 36

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44. Photo of the Day This is where Didi would write a few sentences about this photo from the Wild Flavor’s perspective with a link to something else on the blog about the book or even a link straight to the store. 38

45. LEVERAGE CONTENT Tactic 2 Repurpose, contextualize and distribute, new or readily available content previously created by CG&Didi that is WF related but not taken directly from Wild Flavors. NOTE – Low capacity to create 39

47. Guest Bloggers

48. Recipe Sharing

49. FAQ40

50. LEVERAGE CONTENT Tactic 3 Create and distribute new content inspired by, repurposed from and/or taken directly from Wild Flavors.Note: Very high capacity needed for new as opposed to repurposed content from the book. 41

52. Weekly Themes

53. Special Features

54. Tips & Tricks

55. What do you do?42

56. STIMULATE ENGAGEMENT Strategy 3 Develop new & take part in existing online engagements that go beyond standard content distribution 43

57. STIMULATE ENGAGEMENT Tactic 1 Participate in other people’s content 44

58. Regularly scheduled visits to identified network nodes 45

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61. Regularly hunt & gather scans 48

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65. Whole Foods Weekly Recipe Contest 52

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67. Fresh Herbs Recipe Contest 54

68. Chowhound Book of the Month 55

69. Weekly Scan & Jump 56

71. Facebook ‘Spread the Word’ Challenge 58

73. Do it! Week 2, 3 & 4 weekly challenge to get people to be locavores. ‘Most’ actions win. Weekly winner gets a book

74. Sell it! Weeks 5-6 challenge to get people to be locavores. ‘Most’ recruits win.59

75. 3. Urban Gardener Photo Contest 60

76. 4. Ask the Expert Frame Topic Gather feedback via a poll Post results Build off results and jump in with deeper answer 61

77. Part 4~Next Steps