Food Network Digital Ecosystem

Role:  Researcher, User experience designer
Team: UX, Social Marketing
Agency: McCann Ericson
Year: Aug 2012

TASK: 

Propose a methodology on orchestrating the entire ecosystem of the Food Network brand – straddling both digital and on-air entities to drive audience engagement and viewership.

METHOD:

Develop a “work plan” and process to help the FN teams align their efforts to execute against a common vision.

Focus on three target audiences: “Cheer-rahs” and “Inspired Doers” (core audience), and “Eurekas” as a primary “low hanging fruit” segment
Pick 4 shows to demonstrate how the ecosystem elements work in a show microcosm.
Illustrate recommended channels, process flows, and sample artifacts to help the vision come to life.

Creating Segment Focused Experiences

Uncovering unique viewer needs, interests & behaviors

Archetype Experience Wheel

Target Audience

CHEER-RAH’S  – Mainstream segment
Empathetic feelers who love to experience the psychology of people and be able to root for their success.

INSPIRED DOER’S – Core segment
They keep their mind engaged through problem solving and creativity. Focused individuals who love to take on new projects, they seek inspiration through newness, variety of approaches and smart ideas.

EUREKA’S – Low-hanging fruit segment
Ambitious individuals with an unending thirst for knowledge. Extroverted, they are masters of making seemingly useless knowledge useful in the right situation.

Digital Ecosystem

Restaurant Impossible and Food Network recommendation

Today

Future

The ecosystem is not connected, each system behaves different.
The Food Network site is disassociated from entertainment/on-air content
The Restaurant Impossible site on Food Network provides mainly recipes (these reside in FN), photos, videos and show schedule. No integration to social content
Show host has more digital presence and followers than the show

Create a clear digital touchpoint “architecture” with a clear purpose for each touchpoint.
Ensemble a content hub for Restaurant Impossible show site. A destination for a richer mix of content.
Provide a rich integrated conversation platform. Seed topics ahead or during show airings to facilitate aggregation of conversation threads.
Develop Brand Architecture between FN, Shows, and Personalities

Individual Target Audience Recommendation

CHEER-RAHS

Seed Topics
Create Conflict Platform
Further Develop Restaurant Profiles
Solicit Viewer Opinions on Restaurant or Episode
Create Restaurant Follow-up Content
Showcase Food Transformation
Introduce Points/Rewards Program
Activate Locally
Drive Active Participation
Develop Show Characters and Cast

INSPIRED DOERS

Create Step-By-Step/How-To Content
Reveal Process Behind the Transformation
Facilitate Dialogue with the Experts
Connect Bloggers with RI
Create Show Segments on other Channels
Inspire use of Moodboards and Visual Galleries
Create Contests for Skills to be Showcased
Challenge Viewers to Pit their Skills

EUREKAS

Aggregate and Curate
Reveal Philosophy & Rationale
Focus on the Business of Restaurants
Highlight Food and Restaurant World
Subculture & Trivia
Gamify

Elaine Keller