WBFI Research Foundation Annual Board Meeting Naples Fl. November 11, 2011 Ira Kaufman PhD Entwine Digital

 Assess Competitive Environment  Determine Branding  Define Target Markets  Build Online Environments  Design and Implement Digital Media  Monitor and Evaluate Results  Sustain and Adjust the Strategy

 Involve targets in bird feeding  Fill empty bird feeders  Improve bird feeding experience (feed, feeders)  Educate targets  Provide educational resources  Provide engaging experience to use Project Wildbird query tool  Support WBFI member companies

 No national marketing campaign for “Bird Feeding”  Birds websites little use if social media  Most sites not showing people interacting with birds  to be completed

 To be filled in

 Children 8-14 (all digital)  Young families (mostly digital; homeowners and inner city groups)  Baby Boomers (fastest-growing online demographic %.)  Grandparents/Retirees/(largely non-digital- 9% of social media users )  Educators/Homeschoolers (mostly digital)

 Website  Blog  Facebook Welcome Page

SERVAS DIGITAL ANALYSIS Benchmark Social Campaigns Sustainable Goal - What is the targeted goal? Engage - How effective is the message in attracting your targets? Relationship – Did the message stimulate the target to feel trust or common interests? Value – Does the messages communicate added benefit for the individual or organization? Action - Does the message move you to act? Synergy - Is the tool integrated and leveraging other marketing efforts?

 Make bird feeding a “trendy”, engaging activity  Provide an easy starting point beginners  Encourage current bird feeders to share the message  Connect via social media with young generation and young families and their social networks  Connect retirees, families (esp inner city) to nature  Engage families with fun and ecological activity  Cultivate the surprise factor of constant changing interest at the bird feeder  Drive traffic to WBFI member companies

 About  WBFI Background  History of Project Wildbird research and simplified conclusions  How to Start  Feed Choices  Which Birds  Feeders Types (Video how to fill a feeder)  Starter Kit  Benefits  List of great benefits of feeding birds  Makes you “happy and feel generous”  Lower your stress  Family fun, involvement across generations  Teach responsibility and environmental awareness  Get into Nature, addresses “Nature deficit disorder”  Social talking point across generations  Bird Feeding Stories (Testimonials)  Get Involved  Birdz Buzz section  Resources ( links)  Contact

 MyBirdz Photo Facebook Contest - every 2 mo  Upload photos of birds at your feeder; vote for winner  Get prize (#10 bird food, coupon bird feeder, gift card)  Share your Story  Starter Kit –Make it easy for everyone  Free Bird Feeding Guide  PDF download g uide with basic bird feeding info  Save the Birdz  Give practical environmental actions that help birds.  Online Interactive Newsletter

Expand, add photos, video, resource links  Birdz welcome-Put out the welcome mat  Which seed-Prepare a proper menu  Clean up- Keep feed areas clean  Birds and chemicals don’t mix  No Teeth- Keep cats (all thieves) away from birds  Window splat- Reduce window collisions

 Effectively integrate social media (Facebook, Twitter) with traditional marketing, PR, direct selling, customer services, advertising and sales promotions.  Stages of Digital Marketing Lifecycle  Setup (0-3 Mo)  Traction (4-9 mo)  Positioning (10- 15mo)  Expansion (16-27 mo)  Viral growth (future)

 Birding community  Religious institutions  Educational intuitions (college, junior/high schools)  Homeschoolers  Environmental groups  PTA  Nature groups (Audubon, National Wildlife)  Youth groups  AARP

Facebook Twitter YouTube StumbleUpon Mobile

 Facebook Contest  Social sharing  Promote value to each target  Cool videos  Cool bird feeders  Color code bird seed

 Facebook Insights  Google Analytics  Bird Feeding Chatter  Track Referrals  Fans, Followers

1. Measure social media exposure  How many people did campaign reach? 2. Measure engagement  How many people did something with your message? 3. Measure influence  Was people sentiment positive or negative? 4. Measure lead generation  How many customers did you realize?

 Sales  Revenue  Involvement of targets  Goal increase bird feeding by X% per year  Help environment

 Listen to User Feedback  Adjust Strategy  Innovate Digital Channels  Invest in Campaign by Industry