presentation to the mid-atlantic food and beverage expo on social media

Social Media


•Marketing Past

•Marketing Present

•What is Social Media

•How to Get Started

Social Media


Outbound Marketing

Social Media


NewsflashYou No Longer Control Your Brand!

•Whether companies like it or not, social media is impacting business.

•Consumers, and even competitors, are talking about your brand even if you’re not.

•It’s up to you to join the conversation and work it to your advantage.

Social Media


Inbound MarketingBlog SEO

Social Media

Social Media


What is it? The social media ecosystem is all of the social networks- user generated content, blogs, audio, video, music, news, photos, tweets- working together with digital technology.

The Internet’s the number-one communications channel ever built—it’s the printing press plus the phone.

In terms of engagement, social networking allows companies to provide an access point to engage in a meaningful discussion instead of a corporate pitch: What do you think about this? What’s something you want to see? What’s a mistake we’ve made?

There’s an art to channeling conversation into a meaningful activity for marketers. By committing to—and participating in—some form of social engagement, companies are putting a face to their brands.

Social Media


The caveat is that merely being involved won’t save you. Companies that are early adopters of social media—and getting results—are also likely the ones that have been successful in their overall marketing strategies.

Social media has the potential to pick up where traditional marketing drops off. Most of the time interest wanes immediately after the sale. Reaching out to the customer to follow up on a purchase not only reinforces customer service but helps the organization better understand the life of its product.

Social Media


•Most social media participants recognize relevancy is key. No one wants to follow a company that twitters ads or posts links to canned marketing spiels.

•If social media is so compelling and full of potential, why is it so hard for businesses to adopt? It’s the change in the power structures that social networks can impose that cause many organizations to shirk away from any engagement at all. Social strategy development, in other words, begins with change management.

•Most social media participants recognize relevancy is key. No one wants to follow a company that twitters ads or posts links to canned marketing spiels

Social Media


What Determines Success?

Blog/Content

SEOSocial Media

• Inbound Links• Fans (Subscribers)

• Content• Fans (Friends)

• Inbound Links• Content

Social Media


How to Grow Social Media

Blog•Twitter•Foursquare

SEO•More Links•More Traffic

Social Media

•More Content•More Links•More Traffic

All Your employees Are Marketers


Empower Employees by Sharing Info

• Create Clear Policies and Guidelines

• Encourage Participation

• Setup Contest and Promotions

• Setup an interoffice Wiki


Social Media

Publish Everything•Blog•Podcast•Videos•Photos•Presentations•eBooks•News Releases


Social Media

Publish Everywhere

Blogging Attracts More Links


Why Blog?Social Media

Content Makes You Interesting


Blogging Drives Social Success

Source: Data from over 2,000 businesses- http://bit.ly/a6SrWh


Start Groups on Topics


Participate in Q&A

•Facebook discussions

•Yahoo! Answers

•LinkedIn Q&A and Discussions


Social Media


Some Objectives of Social Media

•Increase website Traffic•Increase lead generation•Increase sales revenue•Improve search engine rankings•Improve brand reputation•Increase brand awareness•Reduce customer acquisition costs•Improve PR

Social Media


Social Media


Ways to Use Social Media to Promote Your Restaurant

•Say thanks on Twitter. When folks say nice things about you on Twitter, you’ve got 140 characters to say a quick thanks back — and your talkers will love to hear from you.

•Share deals on Facebook and Foursquare. Use Facebook and Foursquare to share a few deals, coupons, and special events. Whenever a fan takes action on your page or registers for an event, it’s instantly shared their network of friends.

•Bring fans together on YouTube. If your fans are creating and sharing some great videos about you on YouTube, create a channel where you can compile the videos, offering a central place to see them all. An example would be the chef giving an explanation of the night special.

Social Media


To Sum Up• Go Where Your Customers Are

• Loosen Control from the Top

• Decide What Channel to Use for What Purpose

• Let the Conversation Happen

• Make Content Relevant

Remember: Social Media should be part of a sound overall Marketing Plan, not a substitute.

Thank You

3421 Tewkesbury RoadAbingdon, MD 21009

Ph: [email protected]


Full Presentation Can be found on Slide Share:

http://www.slideshare.net/chefpaul9828

presentation to the mid-atlantic food and beverage expo on social media

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