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The C-MD students 2010 will work on Choqoa as their marketing case. Together we will think for 3 months of ways to distribute the Choqoa passion, create shareable stories, experiences and currencies, and eventually think of how you can scale passion. This is the presentation used to kickoff the project, it will be lots of fun!
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PASSION, OBSESSION, MISSION
My Passion
My Passion
REDISCOVER CHOCOLATE
TrinitarioCriollo Forastero
What is “Chocolate”?
Explore brands & scenes + Online Shop
The Big Idea
What I’m Doing With It
• Discovery Packs– Personal experience– Create connection
• Tasting Events– Share & Educate – Group Experience– Sense reactions– Create content
What I’m Doing With It
• I don’t have an (owned) product• I distribute stories (and bars)• I create experiences?
What I’m Doing With It
What I’m Using to Promote It
What I’m Doing With It
• Facebook– Personal account & FanPage updates– Taggable content– Exploring the limits of a network– Sharing & re-posting (from blog)– Local / sales
What I’m Doing With It
• Twitter– Global and open – though niche– Professional network– Live search & multiple responses
Content DistributionShort formInstant & ResponsiveInstall NotorietyTraffic driverNetwork & people
Content HostingLong formLong termClaim authorityGoogle Juice
Content TaggingEvents & announcementsSemi InstantInstall PresenceProbing Network & people
Int’l audienceFood ProfessionalsContinuous Search & MonitoringLead generation
Local AudienceFoodiesTrack network fx (shared friends & RSVP’s)Personal Approach
Shopping lead & conversionNetwork effect
New local audience (geek)Customer servicePeople who are less on FB
THE SHARED PLAYGROUND
The Big Idea
How my passion designs my business
How my passion designs my business
How my passion designs my business
Pray For ‘Social Currency’
How my passion designs my business
How my passion designs my business
How my passion designs my business
How my passion designs my business
LET’S PLAYThe Big Idea
“The market for something to believe in is infinite“
what
The Golden Circle
how
why
Let‘s play together
• How to keep customers & returning?• Reinvent the personal ‘Sampler’ experience?
• Ways to describe chocolate bars?• Keep premium away from snobism
Let‘s play together
• How to make Choqoa more shareable ?– Adapt elements of the story?– Create incentives to share? – Increase conversations and volume?– Mix online & offline– Have Cacao Aficionado’s share the story and
passion?
Let‘s play together
• What is your passion?• How can you scale ‘my’ / the Choqoa passion?
www.Choqoa.comTwitter.com/ChoqoaFaceBook.com/Choqoa
