Built as a community-driven destination for both professional
chefs and food enthusiasts, ChefTalk.com needed a solid
strategy to gain revenue opportunities from their growing
list of 2,000 members. The online business sought to drive
traffic into their newly launched store, as well as promote
the patronage of site advertisers.
Integrated
content and commerce
Copy
editing of newsletters
Facilitation
of live online events
Increased Revenue Opportunities Working within
the framework of the client's existing monthly e-mail
newsletter, I wrote content that intertwined community
elements with a soft-sell commerce approach. This
highlighted store products to those who might not
be aware of their availability, since the core of
ChefTalk.com visitors were exclusively discussion
forum users.
Celebrity Events In addition, celebrity authors
were featured in live chat events that attracted a
global audience and sponsorships. I created a four-member
chat management team to coordinate events in real-time,
providing for greeters, moderators, technical assistance,
and celebrity contact. The team remained behind the
scenes, providing the user seamless interactions with
the celebrity guests.
Directed Advertising Targeted content from advertisers
was also integrated into the live chat experience.
Post-event chat transcripts created unique site content
and promotion, while follow-up discussions provided
rapid feedback from site patrons. These processes
enabled ChefTalk.com to easily pursue future revenue
opportunities.
