UniPro University       Digital Media: What a DSR Needs to Know        Presented January 4, 2012
What is Digital Media?
Top Five Most Important                               Digital Media Platforms                        60                   ...
Top Five Most Important     Digital Media Platforms• Facebook   – Sense of community• Twitter   – Quick, frequent communic...
AdditionalSocial Media Platforms     “The State of Social media for Businesses” SmartBrief Inc. 2010
Strengths and Weaknesses     of Key Platforms           Scan with your smart phone                 barcode reader
In 2011, operators planed to put more                 dollars behind... Equipment upgrades                                ...
Operator’s most important            segment of 2011 marketing plan…Local market TV                     National cable TV ...
“8 out of 10 operators say social media is becoming an important marketing     tool and they need assistance       from th...
Digital Media Allows      Distributors to:1. Strengthen Relationship with   Operator Customers2. Create Two-Way Communicat...
Strengthen Relationshipwith Operator Customers
Strengthen Relationshipwith Operator Customers     Collaborative Marketing     - Provide marketing expertise - Be a strate...
Strengthen Relationshipwith Operator Customers        Additional Value    - Minimize price competition    - Become a trust...
Buffalo Wild Wings    Case Study
Buffalo Wild Wings Case Study    • Top of mind awareness during           “off season” periods        • Ongoing engagement...
Amplify Natural Word of        Mouth
Top of mind awareness during     “off season” periods    Ongoing engagement Reach target demographic    in an unobtrusive ...
Create Two-WayCommunication &Ongoing Dialogue
Two-Way Communication     and Dialogue Internal Communication
Two-Way Communication            and Dialogue• Communicate quickly• Allow multiple responses• Able to trend different disc...
Two-Way Communication           and Dialogue        Monitor Customer’s Pages      • Types of responses from end users• Hel...
Don’t let price wars tie you down…             Become the expert in             foodservice products               and dig...
Develop Competitive Edge
Develop       Competitive EdgeHelp Operators Create & Monitor Accounts        Implement Best Practices      Generate Promo...
DevelopCompetitive Edge             Create and              Monitor              Accounts
UniPro Social Media ToolBox     • Up-to-date information       – Rapidly changing         industry       – Features and be...
Guide to Digital Media Success
Digital Media Best Practices  Provide your Operator Customers with:       • Expertise & strategic guidance       • Content...
Digital Media Best Practices Is Digital Media right for me and/or my customers?Positives                      Negatives• U...
Digital Media Best Practices    Train sales force on how to utilize digital media                   Supply social media in...
Generate Promotional Ideas      Generate Promotional Ideas:   Excess Inventory   Slow Times    Special Events    Sporting ...
What did we learn today?
Top Five Most Important Social Media Platforms   Facebook   Twitter   Blogs   LinkedIn   YouTube
Digital Media Allows      Distributors to:1. Strengthen Relationship with   Operator Customers2. Create Two-Way Communicat...
Digital media seminars available:1. The Digital Media Operator:   What your customers need to know… now!2. Digital Media- ...
ScheduleSessions held on Wednesday afternoons 2:00 – 3:00 pm EST:•   The Digital Media Operator:   •   The Four “Ms”    Fe...
Pricing             $129 per session     Billed directly to your companySessions can be paid per individual session   or c...
UniPro University       Digital Media: What a DSR Needs to Know        Presented January 4, 2012
What a DSR Needs to Know
What a DSR Needs to Know
What a DSR Needs to Know
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What a DSR Needs to Know

  1. 1. UniPro University Digital Media: What a DSR Needs to Know Presented January 4, 2012
  2. 2. What is Digital Media?
  3. 3. Top Five Most Important Digital Media Platforms 60 50 49%Most / Very Important 40 40% 35% 30 28% 24% 20 10 0 Facebook Twitter Blogs LinkedIn YouTube “The State of Social media for Businesses” SmartBrief Inc. 2010
  4. 4. Top Five Most Important Digital Media Platforms• Facebook – Sense of community• Twitter – Quick, frequent communication• Blogs – Complete thoughts and shared ideas• LinkedIn – Professional opportunities• YouTube – Generate interest and intrigue
  5. 5. AdditionalSocial Media Platforms “The State of Social media for Businesses” SmartBrief Inc. 2010
  6. 6. Strengths and Weaknesses of Key Platforms Scan with your smart phone barcode reader
  7. 7. In 2011, operators planed to put more dollars behind... Equipment upgrades A redesign of exterior/interior Technology upgrades Marketing None of the above 13% 17% 28% 24% 18%Outlook 2011: Operators predict more hiring, social media. NRN Survey, Jan 6, 2011. Sarah E. Lockyer
  8. 8. Operator’s most important segment of 2011 marketing plan…Local market TV National cable TV Social media campaignsIn-store promotions Radio advertising 4% 13% 32% 9% 43% Outlook 2011: Operators predict more hiring, social media. NRN Survey, Jan 6, 2011. Sarah E. Lockyer
  9. 9. “8 out of 10 operators say social media is becoming an important marketing tool and they need assistance from the supply chain.” Hudson Riehle, Sr. VP Research for National Restaurant Association.
  10. 10. Digital Media Allows Distributors to:1. Strengthen Relationship with Operator Customers2. Create Two-Way Communication & Ongoing Dialogue3. Competitive Edge Against Others in the Foodservice Industry
  11. 11. Strengthen Relationshipwith Operator Customers
  12. 12. Strengthen Relationshipwith Operator Customers Collaborative Marketing - Provide marketing expertise - Be a strategic partner with customers
  13. 13. Strengthen Relationshipwith Operator Customers Additional Value - Minimize price competition - Become a trusted consultant - Help increase sales
  14. 14. Buffalo Wild Wings Case Study
  15. 15. Buffalo Wild Wings Case Study • Top of mind awareness during “off season” periods • Ongoing engagement • Reach target demographic in an unobtrusive & authentic space
  16. 16. Amplify Natural Word of Mouth
  17. 17. Top of mind awareness during “off season” periods Ongoing engagement Reach target demographic in an unobtrusive & authentic space
  18. 18. Create Two-WayCommunication &Ongoing Dialogue
  19. 19. Two-Way Communication and Dialogue Internal Communication
  20. 20. Two-Way Communication and Dialogue• Communicate quickly• Allow multiple responses• Able to trend different discussion with hashtags • #boxbeef #frozenyogurt
  21. 21. Two-Way Communication and Dialogue Monitor Customer’s Pages • Types of responses from end users• Help customer understand how to monitor pages Examples of tracking sites Google Alerts, Grader, Klout
  22. 22. Don’t let price wars tie you down… Become the expert in foodservice products and digital media
  23. 23. Develop Competitive Edge
  24. 24. Develop Competitive EdgeHelp Operators Create & Monitor Accounts Implement Best Practices Generate Promotional Ideas
  25. 25. DevelopCompetitive Edge Create and Monitor Accounts
  26. 26. UniPro Social Media ToolBox • Up-to-date information – Rapidly changing industry – Features and benefits • Step-by-step guides – Best practices – Instructions – FAQ
  27. 27. Guide to Digital Media Success
  28. 28. Digital Media Best Practices Provide your Operator Customers with: • Expertise & strategic guidance • Content, video, articles & etc. • Printed in-house promotional materials • Graphic design & layout ideas • Establishing social media accounts
  29. 29. Digital Media Best Practices Is Digital Media right for me and/or my customers?Positives Negatives• Understand customer • Provide platform for preferences complaints• Low cost advertising • Allows others to represent• Immediate public relations an operation• Develop brand and • Must continuously identity monitor & update
  30. 30. Digital Media Best Practices Train sales force on how to utilize digital media Supply social media information on your website Provide electronic and printed instructions Provide guidance & help registering customers at food shows
  31. 31. Generate Promotional Ideas Generate Promotional Ideas: Excess Inventory Slow Times Special Events Sporting Events New Products Festivals Holidays & Season Soon to Expire Inventory
  32. 32. What did we learn today?
  33. 33. Top Five Most Important Social Media Platforms Facebook Twitter Blogs LinkedIn YouTube
  34. 34. Digital Media Allows Distributors to:1. Strengthen Relationship with Operator Customers2. Create Two-Way Communication & Ongoing Dialogue3. Develop Competitive Edge Against Others in Foodservice Industry
  35. 35. Digital media seminars available:1. The Digital Media Operator: What your customers need to know… now!2. Digital Media- Getting It Right: (For DSRs and Operators) Best practices make perfect!3. The Four “Ms” of Digital Media: Measure, monitor and make money!4. Tomorrow’s Trends and Technologies: Staying ahead of the digital curve!
  36. 36. ScheduleSessions held on Wednesday afternoons 2:00 – 3:00 pm EST:• The Digital Media Operator: • The Four “Ms” February 8, 2012 of Digital Media: June 6, 2012• Digital Media- Getting It Right: • Tomorrow’s Trends April 4, 2012 and Technologies: August 1, 2012 Online webinars
  37. 37. Pricing $129 per session Billed directly to your companySessions can be paid per individual session or collectively for additional sessions
  38. 38. UniPro University Digital Media: What a DSR Needs to Know Presented January 4, 2012

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