V3 Integrated Marketing
Content
Marketing.
Can we do this
in 15 minutes a
day?
Marketingprofs
Topics We’re Covering Today
@ShellyKramer
@MarketingProfs
• Social media influences
buying
• Time is an issue
• Which type...
@ShellyKramer
@MarketingProfs
Who Are We?
Shelly Kramer
CEO, V3 Integrated Marketing
@ShellyKramer
Ann Handley
CCO, Market...
@ShellyKramer
@MarketingProfs
WHY are we talking
about this?
The web has changed
Everything.
@ShellyKramer
@MarketingProfs
And here’s where your customers are…
@ShellyKramer
@MarketingProfs
What’s going on
4.75 billion pieces of content shared
daily on Facebook.
That’s 3,298,611 pe...
@ShellyKramer
@MarketingProfs
Customers do their
homework.
Google’s Moment of Truth Research
2010 – 5.3 sources
2011 - 10....
@ShellyKramer
@MarketingProfs
Social Media
Why Bother?
74% of consumers rely
on social networks to
guide
purchasedecisions...
@ShellyKramer
@MarketingProfs
The formula has changed.
Old Way: Money x Media = Business
New Way: Time x Media = Business
@ShellyKramer
@MarketingProfs
Today…
Every company is a media company.
Every company needs a content
strategy.
Every compa...
@ShellyKramer
@MarketingProfs
Why a media company?
They tell stories – and they’re good at it.
They’re in the business of ...
@ShellyKramer
@MarketingProfs
@ShellyKramer
@MarketingProfs
Media Bistro
@ShellyKramer
@MarketingProfs
Media Bistro
@ShellyKramer
@MarketingProfs
Major Product Categories for Social-to-Sale Purchases
@ShellyKramer
@MarketingProfs
Media Bistro
@ShellyKramer
@MarketingProfs
@ShellyKramer
@MarketingProfs
A restaurant’stwo greatest challenges?
Budget
+
Time
@ShellyKramer
@MarketingProfs
Hey, can you
work some of that
social media
magic for me?
@ShellyKramer
@MarketingProfs
Start with data.
Information is power.
Do a Competitive Analysis
What are we doing online?
What are our competitors doing?
What kind of content are they creating...
Understand Your Customer
Where do they hang out online?
When are they typically online?
What kind of content do they share...
@ShellyKramer
@MarketingProfs
After you’ve done your homework:
What’s Next?
Develop a Content Strategy
Figure out your tone and audience.
Analyze existing assets.
Identify what kinds of content you ...
@ShellyKramer
@MarketingProfs
Basics: Build Your Restaurant’s
Profile.
● Fill In the blanks. Complete your
social profiles...
@ShellyKramer
@MarketingProfs
Every social media platform is unique…
@ShellyKramer
@MarketingProfs
What can I do?
I have little time and budget…
@ShellyKramer
@MarketingProfs
Food + People = Instagram
@ShellyKramer
@MarketingProfs
How to take advantage of Instagram.
• Share behind-the-scenes moments
• Celebrate your custo...
@ShellyKramer
@MarketingProfs
Instagram Ideas
Cross-pollinate
social fan base by
creatingan Instagram
Photo of the Day
con...
@ShellyKramer
@MarketingProfs
Instagram Ideas
Celebrate your
community of fans
(who are probably
already creating
content ...
@ShellyKramer
@MarketingProfs
Instagram Ideas
Be useful.
#ComodoMenu
@ShellyKramer
@MarketingProfs
Instagram Ideas
Tell a bigger story.
#CaptureEuphoria
@ShellyKramer
@MarketingProfs
Little Guys Can Level The Playing Field
@ShellyKramer
@MarketingProfs
Take advantage of
geo-location apps
&platforms.
@ShellyKramer
@MarketingProfs
A Google+ page is critical.
@ShellyKramer
@MarketingProfs
Take advantage of nearby places for
Facebook Pages.
@ShellyKramer
@MarketingProfs
Reward people for checking in.
(So simple. So rare.)
@ShellyKramer
@MarketingProfs
Yelp - YP Deals
YP and Yelp have announced a strategic partnership that will in the
near fut...
@ShellyKramer
@MarketingProfs
Havean event; invite
influencers + foodies.
@ShellyKramer
@MarketingProfs
Be strategic with your content and
sharing on Twitter; Facebook.
Facebook isVisual
Use high-quality images.
Avoid large file sizes.
Right-size your images, use rectangles
not squares.
Onl...
@ShellyKramer
@MarketingProfs
• Multi-unit locations need to
consider separate
Facebookaccounts for each
location.
• Post ...
@ShellyKramer
@MarketingProfs
• Post about what’s going
on in the area.
• Use a lot of visuals.
• Mix it up, ask
questions...
@ShellyKramer
@MarketingProfs
Tap into conversations
already
happening/trends:
What’s top of mind for your
customers?
Localpages make sense.
They are happening. Without you.
Facebook and Franchises
Challenge: Corporate vs.
Franchise
Early adopters out front.
Show business value (more data, learn
best practices from ear...
Benefits
Corporate brand page,1,550 local pages
and 5K+ local users leads to a very rich
database (customer service, menu
...
@ShellyKramer
@MarketingProfs
• Set up a Hootsuite account, and
learn how to use its advanced
geotargeted search feature.
...
@ShellyKramer
@MarketingProfs
Twitter: Show some personality.
@ShellyKramer
@MarketingProfs
Twitter: Show some personality.
@ShellyKramer
@MarketingProfs
Ways To Use Twitter To Find Local Customers
Find local people who tweetnear you
Find local p...
@ShellyKramer
@MarketingProfs
Ways To Use Twitter To Find Local Customers
Find local people using Twitter Grader
@ShellyKramer
@MarketingProfs
Something to think about...
• As a general rule, use Twitter for
fun, and for increasing bra...
@ShellyKramer
@MarketingProfs
Something to think about...
• Treat social networks
asseparate platforms, each
with their st...
@ShellyKramer
@MarketingProfs
Make online reviews work for YOU!!
@ShellyKramer
@MarketingProfs
Content Checklist
Claim your name
Set up your profiles
Participate
Build your networks
Creat...
@ShellyKramer
@MarketingProfs
@ShellyKramer
@MarketingProfs
@ShellyKramer
@MarketingProfs
@ShellyKramer
@MarketingProfs
@ShellyKramer
@MarketingProfs
Restaurant Mobile Trends 2014
@ShellyKramer
@MarketingProfs
Customers are turning to search to find nearby
restaurants
@ShellyKramer
@MarketingProfs
Diners are interested in mobile ordering
@ShellyKramer
@MarketingProfs
Mobile rewards program are on the rise
@ShellyKramer
@MarketingProfs
Ways To Use Mobile Marketing To Reach Customers
1. Mobile coupons
2. Meal Specials
3. Table ...
@ShellyKramer
@MarketingProfs
Content Best Practices
Be human, act like you do IRL.
Look the same, all across the web.
Rem...
@ShellyKramer
@MarketingProfs
How do I know if it’s working?
DATA is KEY
@ShellyKramer
@MarketingProfs
Monitor Your Data Regularly
@ShellyKramer
@MarketingProfs
Let Data Show You What Works
Success With Content?
Be Useful.
Don’t sell. Don’t be an egomaniac. Don’t bore.
Act like a person, not a faceless corporat...
Community Management
They call it “Community Management”
for a reason.
Posting is advertising.
Community building takes mo...
@ShellyKramer
@MarketingProfs
You have to know how to tell a great
story, genuinely like people, pay
attention to them, an...
@ShellyKramer
@MarketingProfs
Website Traffic
Followers/Friends/Fans
Most Popular Social Content
Shares of Content, Conver...
@ShellyKramer
@MarketingProfs
Test
Measure
Tweak
Test
Measure
Tweak
You get it ….
There’s only one way to get there…
@ShellyKramer @MarketingProfs
“It is not the strongest of the
species that survives, nor the
most intelligent that survive...
@ShellyKramer
@MarketingProfs
Everybody thinks they can do it.
They’re mostly wrong.
@ShellyKramer
@MarketingProfs
Key to Success?
Quit thinking about you and
start thinking about them.
Here’s How to Stalk Us
Shelly@V3im.com
www.v3im.com
Facebook.com/ShellyKramer
Twitter.com/ShellyKramer
ShellyKramer
/in/Sh...
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Content Marketing in 15 Minutes a Day for Restaurants

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What if you have mere minutes a day to market with content? Can it be done? Yes, once you get a plan in place. Here's a deck Shelly Kramer of V3 Integrated Marketing and I co-presented at the International Pizza Expo.

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  • If you don’t like this color combination, I can send you some others.
  • Early adopters out front. Linked data from a sharing of best practices to benefit overall marketing AND franchisor operations. Billing by franchise another benefit. Prime example of social being adopted from the bottom up – kind of cool.
  • Early adopters out front. Linked data from a sharing of best practices to benefit overall marketing AND franchisor operations. Billing by franchise another benefit. Prime example of social being adopted from the bottom up – kind of cool.
  • Early adopters out front. Linked data from a sharing of best practices to benefit overall marketing AND franchisor operations. Billing by franchise another benefit. Prime example of social being adopted from the bottom up – kind of cool.
  • Transcript of "Content Marketing in 15 Minutes a Day for Restaurants"

    1. 1. V3 Integrated Marketing Content Marketing. Can we do this in 15 minutes a day? Marketingprofs
    2. 2. Topics We’re Covering Today @ShellyKramer @MarketingProfs • Social media influences buying • Time is an issue • Which type of social media works for me? • Tricks to effective engagement • Tools to maximize reach • Strategy, goals and that measuring business…
    3. 3. @ShellyKramer @MarketingProfs Who Are We? Shelly Kramer CEO, V3 Integrated Marketing @ShellyKramer Ann Handley CCO, MarketingProfs @AnnHandley Co-Author Content Rules (Wiley)
    4. 4. @ShellyKramer @MarketingProfs WHY are we talking about this? The web has changed Everything.
    5. 5. @ShellyKramer @MarketingProfs
    6. 6. And here’s where your customers are…
    7. 7. @ShellyKramer @MarketingProfs What’s going on 4.75 billion pieces of content shared daily on Facebook. That’s 3,298,611 per minute. 400 million tweets per day. That’s 277,779 per minute. 100 hours of video uploaded to YouTube. Every minute.
    8. 8. @ShellyKramer @MarketingProfs Customers do their homework. Google’s Moment of Truth Research 2010 – 5.3 sources 2011 - 10.4 sources
    9. 9. @ShellyKramer @MarketingProfs Social Media Why Bother? 74% of consumers rely on social networks to guide purchasedecisions.(Spro utSocial)
    10. 10. @ShellyKramer @MarketingProfs The formula has changed. Old Way: Money x Media = Business New Way: Time x Media = Business
    11. 11. @ShellyKramer @MarketingProfs Today… Every company is a media company. Every company needs a content strategy. Every company needs a social media presence.
    12. 12. @ShellyKramer @MarketingProfs Why a media company? They tell stories – and they’re good at it. They’re in the business of creating and distributing content. They understand the power of relevant information. They are fast and they are everywhere. Can we all do this? No way, Jose.
    13. 13. @ShellyKramer @MarketingProfs
    14. 14. @ShellyKramer @MarketingProfs Media Bistro
    15. 15. @ShellyKramer @MarketingProfs Media Bistro
    16. 16. @ShellyKramer @MarketingProfs Major Product Categories for Social-to-Sale Purchases
    17. 17. @ShellyKramer @MarketingProfs Media Bistro
    18. 18. @ShellyKramer @MarketingProfs
    19. 19. @ShellyKramer @MarketingProfs A restaurant’stwo greatest challenges? Budget + Time
    20. 20. @ShellyKramer @MarketingProfs Hey, can you work some of that social media magic for me?
    21. 21. @ShellyKramer @MarketingProfs Start with data. Information is power.
    22. 22. Do a Competitive Analysis What are we doing online? What are our competitors doing? What kind of content are they creating? How + where are they distributing + using it? Where do we have opportunities? Where are we totally sucking wind? What can we realistically handle?
    23. 23. Understand Your Customer Where do they hang out online? When are they typically online? What kind of content do they share? What kind of conversations do they have? Who are local influencers? How can we connect with them?
    24. 24. @ShellyKramer @MarketingProfs After you’ve done your homework: What’s Next?
    25. 25. Develop a Content Strategy Figure out your tone and audience. Analyze existing assets. Identify what kinds of content you think will work and you want to create. Engineer a content plan. Identify who can help with this internally. Develop a content calendar. Make a plan to create content to serve customers + prospects. And answer: How will you measure success?
    26. 26. @ShellyKramer @MarketingProfs Basics: Build Your Restaurant’s Profile. ● Fill In the blanks. Complete your social profiles as completely as possible. ● Be visual. Use great photos as your cover photos and add your company logo. ● Capitalize on traffic. Add follow and like buttons on your website. ● Earn followers. Share content that serves your customers and prospects. ● Optimize. Make it easy for them to do business with you.
    27. 27. @ShellyKramer @MarketingProfs Every social media platform is unique…
    28. 28. @ShellyKramer @MarketingProfs What can I do? I have little time and budget…
    29. 29. @ShellyKramer @MarketingProfs Food + People = Instagram
    30. 30. @ShellyKramer @MarketingProfs How to take advantage of Instagram. • Share behind-the-scenes moments • Celebrate your customers • Create a contest • Use Statigram to monitor likes, engagement • Create a unique hashtag that you can invite diners to use and print on tabletops, menus, in the restaurant, on drink coasters, etc.
    31. 31. @ShellyKramer @MarketingProfs Instagram Ideas Cross-pollinate social fan base by creatingan Instagram Photo of the Day contest.
    32. 32. @ShellyKramer @MarketingProfs Instagram Ideas Celebrate your community of fans (who are probably already creating content at your place)!
    33. 33. @ShellyKramer @MarketingProfs Instagram Ideas Be useful. #ComodoMenu
    34. 34. @ShellyKramer @MarketingProfs Instagram Ideas Tell a bigger story. #CaptureEuphoria
    35. 35. @ShellyKramer @MarketingProfs Little Guys Can Level The Playing Field
    36. 36. @ShellyKramer @MarketingProfs Take advantage of geo-location apps &platforms.
    37. 37. @ShellyKramer @MarketingProfs A Google+ page is critical.
    38. 38. @ShellyKramer @MarketingProfs Take advantage of nearby places for Facebook Pages.
    39. 39. @ShellyKramer @MarketingProfs Reward people for checking in. (So simple. So rare.)
    40. 40. @ShellyKramer @MarketingProfs Yelp - YP Deals YP and Yelp have announced a strategic partnership that will in the near future provide YP advertisers with an enhanced presence on Yelp and effectively bring Yelp into the YP Local Ad Network. YP advertisers will gain access to the following: • Distribution/exposure to Yelp’s large local audience • The full range of profile features and capabilities associated with Yelp’s “branded profile” (call to action button, slideshows, ROI metrics, etc.)
    41. 41. @ShellyKramer @MarketingProfs Havean event; invite influencers + foodies.
    42. 42. @ShellyKramer @MarketingProfs Be strategic with your content and sharing on Twitter; Facebook.
    43. 43. Facebook isVisual Use high-quality images. Avoid large file sizes. Right-size your images, use rectangles not squares. Only post links that are mobile-friendly. Link directly to the action that a social post implies. Don’t make your users endure multiple clicks!
    44. 44. @ShellyKramer @MarketingProfs • Multi-unit locations need to consider separate Facebookaccounts for each location. • Post photos of regulars and special guests (with permission). • Encourage patrons to tag themselves and their friends. Post your Facebook address!
    45. 45. @ShellyKramer @MarketingProfs • Post about what’s going on in the area. • Use a lot of visuals. • Mix it up, ask questions, create polls to generate engagement. • Pay to advertise.
    46. 46. @ShellyKramer @MarketingProfs Tap into conversations already happening/trends: What’s top of mind for your customers?
    47. 47. Localpages make sense.
    48. 48. They are happening. Without you.
    49. 49. Facebook and Franchises
    50. 50. Challenge: Corporate vs. Franchise Early adopters out front. Show business value (more data, learn best practices from early adopters, franchise specific billing). Local pages, streamlined comms, learning from one another, libraries of “top posts,” mass capitalization on assets. @shellykramer
    51. 51. Benefits Corporate brand page,1,550 local pages and 5K+ local users leads to a very rich database (customer service, menu offerings, etc.) 3.8M fans on brand level and 800K connections to fans across local pages, with less than 10% fan overlap. Better targeting, more personalization, better maximization of marketing spend. @shellykramer
    52. 52. @ShellyKramer @MarketingProfs • Set up a Hootsuite account, and learn how to use its advanced geotargeted search feature. • Monitor conversations filtered by keywords that are occurring within a specific geographic radius. • Address all mentions of your business, even if they're negative. Show customers you care.
    53. 53. @ShellyKramer @MarketingProfs Twitter: Show some personality.
    54. 54. @ShellyKramer @MarketingProfs Twitter: Show some personality.
    55. 55. @ShellyKramer @MarketingProfs Ways To Use Twitter To Find Local Customers Find local people who tweetnear you Find local people with your city name in their profile
    56. 56. @ShellyKramer @MarketingProfs Ways To Use Twitter To Find Local Customers Find local people using Twitter Grader
    57. 57. @ShellyKramer @MarketingProfs Something to think about... • As a general rule, use Twitter for fun, and for increasing brand awareness and customer service. • Use Facebook for customer service. It's rare that anybody will Like a Facebook page unless they're already an existing customer.
    58. 58. @ShellyKramer @MarketingProfs Something to think about... • Treat social networks asseparate platforms, each with their strengths and limitations. Get to know their differences and make them work for you. • Don't try to be on every social media channel. Be where your customers are.
    59. 59. @ShellyKramer @MarketingProfs Make online reviews work for YOU!!
    60. 60. @ShellyKramer @MarketingProfs Content Checklist Claim your name Set up your profiles Participate Build your networks Create to servecustomers + prospects
    61. 61. @ShellyKramer @MarketingProfs
    62. 62. @ShellyKramer @MarketingProfs
    63. 63. @ShellyKramer @MarketingProfs
    64. 64. @ShellyKramer @MarketingProfs
    65. 65. @ShellyKramer @MarketingProfs Restaurant Mobile Trends 2014
    66. 66. @ShellyKramer @MarketingProfs Customers are turning to search to find nearby restaurants
    67. 67. @ShellyKramer @MarketingProfs Diners are interested in mobile ordering
    68. 68. @ShellyKramer @MarketingProfs Mobile rewards program are on the rise
    69. 69. @ShellyKramer @MarketingProfs Ways To Use Mobile Marketing To Reach Customers 1. Mobile coupons 2. Meal Specials 3. Table Availability Notifications 4. Birthday Reminders 5. Raffles
    70. 70. @ShellyKramer @MarketingProfs Content Best Practices Be human, act like you do IRL. Look the same, all across the web. Remember that you get what you give. Provide value. Don’t be afraid of fun. Quit marketing. Don’t be a jerk.
    71. 71. @ShellyKramer @MarketingProfs How do I know if it’s working? DATA is KEY
    72. 72. @ShellyKramer @MarketingProfs Monitor Your Data Regularly
    73. 73. @ShellyKramer @MarketingProfs Let Data Show You What Works
    74. 74. Success With Content? Be Useful. Don’t sell. Don’t be an egomaniac. Don’t bore. Act like a person, not a faceless corporate entity. Stalk + emulate. Create content that’s worth reading – focus on delivering value. Curate content that further serves your audience. Never underestimate the power of a smile. Understand the importance of connecting social to business initiatives.
    75. 75. Community Management They call it “Community Management” for a reason. Posting is advertising. Community building takes more than a schedule-it-and-forget-it mentality.
    76. 76. @ShellyKramer @MarketingProfs You have to know how to tell a great story, genuinely like people, pay attention to them, and regularly deliver content that keeps them coming back for more. Technology can help, but it can’t do it all. Be human. Because you are.
    77. 77. @ShellyKramer @MarketingProfs Website Traffic Followers/Friends/Fans Most Popular Social Content Shares of Content, Conversations Facebook Insights Coupon Redemption SALES Ways To Measure Success
    78. 78. @ShellyKramer @MarketingProfs Test Measure Tweak Test Measure Tweak You get it …. There’s only one way to get there…
    79. 79. @ShellyKramer @MarketingProfs “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” - Charles Darwin
    80. 80. @ShellyKramer @MarketingProfs Everybody thinks they can do it. They’re mostly wrong.
    81. 81. @ShellyKramer @MarketingProfs Key to Success? Quit thinking about you and start thinking about them.
    82. 82. Here’s How to Stalk Us Shelly@V3im.com www.v3im.com Facebook.com/ShellyKramer Twitter.com/ShellyKramer ShellyKramer /in/ShellyDeMotteKramer AnnHandley.com Co-Author, Content Rules Facebook.com/AnnHandley Twitter.com/AnnHandley Ann Handley /in/Ann Handley @ShellyKramer @MarketingProfs@MarketingProfs @ShellyKramer

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