6 Principles You Need to Know Before Taking the Social Plunge (and introducing 1to1toEveryone)

Six Principles You Need to Know Before Taking the Social Plunge Presented by: Mike Friedman, Darden Restaurants Jeff Hilimire, Engauge 1

Today’s agenda 1to1toEveryone - the future of marketing The six principles you need to get started in social media • Don’t listen to your customers • Analytics is killing social • Ready, ﬁre, aim • Test, reﬁne, and test again • Arm your customers with social • Don’t try to have a relationship with your customers if... 2

Jeff Hilimire Blog: jeffhilimire.com Chief Digital Officer @jeffhilimire Engauge jhilimire@engauge.com www.engauge.com

Mike Friedman Director Interac1ve Marke1ng

a little about us • World’s largest full service restaurant company • Over 1700 corporately owned restaurants • Loca1ons in United States and Canada • Over 200,000 employees • $5+ Billion in sales 7

our approach

conservative

slow and steady

not always pretty

driven

Are you smarter than a 5-year old?

Introducing the marketing of the future: 1to1toEveryone 14

Embrace this concept: YOU are the least credible person to be talking about YOUR company

The MOST credible person to be talking about your company Your Your Company Customer

Time for an exercise: # of Facebook Fans you have: 12,000 x # of friends average Facebook user has: 130 Total reach of your Facebook Page: 1,560,000 18

Your goal is to create more fans, more passionate followers. Every person you add to your Facebook user base = 130 more people that can become customers and brand champions.

So how do you get started? Don’t listen to your customers Analytics is killing social Ready, ﬁre, aim Test, reﬁne, and test again

So how do you get started? Don’t listen to your customers Analytics is killing social Ready, ﬁre, aim Test, reﬁne, and test again Arm your customers with social Don’t try to have a relationship with your customers if...

These 4,000 fans are sure to impress LeBron

don’t (always) listen to your customers

Will show vitual goods, news leNers, recipes,

analytics is killing social (from taking off)

NRO Support: Seasons 52

ready. ﬁre. aim.

Establishing Creden1als and Exper1se • Develop rela1onship with prospec1ve guests through their passion and interest in wine • Wine recommenda1ons and reviews • Behind the scenes look • Educa1onal approach • Subtle TCG undertones

Establishing Creden1als and Exper1se

Test. Reﬁne. Test.

arm your customers with social

Local Marke1ng: Bahama Breeze

Don’t try to engage and have a rela1onship if…

Budweiser spends $250M+ in media Mille spends $200M+ in media Avinash Kaushik spends ZERO Content is King

Questions? Let’s continue the conversation at: Mike Friedman Jeff Hilimire Director of Interactive Mktg Blog: jeffhilimire.com mfriedman@darden.com jhilimire@engauge.com @miconmike Twitter: @jeffhilimire

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6 Principles You Need to Know Before Taking the Social Plunge (and introducing 1to1toEveryone)

by Jeff Hilimire

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