Social Chemistry
Social Chemistry
Telling your story
Telling your story
What’s your presence saying?
1. Visual branding2. Profile: who do you attract, keywords3. Content: first impression
What’s your presence saying?
What’s your presence saying?
What’s your presence saying?
What’s your presence saying?
What’s your presence saying?
Who do you want to attract?
Who is your ideal customer?Avatar: age, gender, income, family, occupationBehaviour: daily routine, leisure interests, media consumedFood: where do they buy food? Do they cook? How often do they eat out? What triggers it?You: why do they love eating at yours? Why do they return?
Why do we need this?
Why do we need this?
New potential customerPrevious customerBrand advocate – on and offlineSharing is key – that’s why we want to get responses –also a response gives more emotional attachmentAdded oomph to marketingNaturally join in conversations around kitchen table/ around office coffee machineTelling your story in a way that’s relevant and means something to those you want to attract; not just marketing-speakSuccess and enthusiasm win every time!
How do we do this?
Content
Content
Content
Content
Content
Content
Examples:https://www.facebook.com/MangoTreeLondon/timeline
https://www.facebook.com/pages/The-Grapevine-Exmouth/185678634787523
https://www.facebook.com/harrysrestaurantexeter
https://www.facebook.com/TheHarbourKitchen
https://twitter.com/MangoTreeLondon
https://twitter.com/No12restaurant
What content do you have?What do you need?
What feeling will it convey?
Pictures: your story, get sharedSurroundings, details, food, staff, events, customers, ingredients, suppliers … your usp.How to get from customers?Videos: 3D experience, your story, trust, get engagement.Testimonials: social proof
Next Steps
Next steps
What steps will you encourage?Low key: pop in; call to book.
First-time: voucher, discount for bringing friends
Returning customer: loyalty card, offer for new menu item
‘Off-peak’: free glass of wine?
What steps will you encourage?
What steps will you encourage?
How and when …
How and when …
Your content scheduleMon: How was your weekend? Highlights of oursStory about ingredients/ supplierTues: Offer for off-peak bookingPhoto of food/ venueWed: TestimonialVideo of event/ staff/ viewThurs: Share recipe/ ideaWhy not pop in at weekend?Fri: What are you doing at weekend? What we’ll be doingPhotosSat: Joke/ competition/ question/ what’s on locallyPhotos of customers having lovely timeSun: Photos of view/ foodLunch/ evening offerCustomer content
Your content schedule
Get it done beforehand!Needn’t be complicated (often simple and authentic is best)
Hootsuite – TwitterFacebook – Schedulerbut CHECK regularly!
Your content schedule
But also listen:@ … your name … on TwitterAlso search on Twitter without @
Set up Google alerts for your business name and/ or key people, keywords.
Your content schedule
Your content schedule
How and when …
How and when …
How and when …
Grow your audience
Grow your audience
Facebook ads – check out any potential provider(NB only 5% likes see your posts now)Timeline contests to get your name mentioned a lot!
Twitter - #devonhour, #journorequest(hashtags are just labels)Great British Bake Off example of hashtag in tweets to grow followersTwitter Lists- private/ publicTwitter searches eg. “hotel … Exeter’
Is it working?
Is it working?
Your investment (time/ resources) vs. profit per customer(Bitly- shortener with analytics)
What will you measure?
SummaryKnow your storyKnow your customersTell your story- great contentEncourage responsesMix in encouragement/ offersShare at right times, respondGrow your audienceMeasure results
Further workWhat do you need to do?Your uspYour customer avatarYour branding/ profileYour contentYour offersYour scheduleHootsuiteSales pitch for Facebook/ TwitterWhat you will measure
THANK YOU!For your free guide: http://bramblebuzz.co.uk/facebook-marketing-secrets