From my presentation at Crain's NY 2015 Made In New York Trade Show about Social Media 101 catered to the food and beverage industry.

1. SOCIAL
MEDIA 101
CRAIN’S 2015 MADE IN NEW YORK
FOOD AND BEVERAGE TRADE SHOW

2. YOU’RE IN LUCK…

3. #FOODPORN IS KILLING IT

4. NO REALLY, OUR BRAINS ARE
PROGRAMMED TO BE
OBSESSED WITH
#FOODPORN

5. SOCIAL-SAVVY FOODIES ARE
REACHING CELEB-LIKE STATUS

6. AND THEY’RE GETTING NOTICED
BY THE BIG GUYS
Loads of press Book deal Amex TV commercial

7. SO WHAT DO YOU NEED TO DO
TO TAKE ADVANTAGE OF
#FOODPORNAPALOOZA?

8. FORGET YOUR BRAND
YOU ARE YOUR BRAND
STEP ONE

9. YOU NEED A (BIG) SOCIAL
AUDIENCE TO GET
NOTICED
STEP TWO

10. YOU DON’T HAVE TO BE A
BLOGGER
(BUT YOU DO HAVE TO BE MOBILE OPTIMIZED)
STEP THREE

11. LEAN ON YOUR FRIENDS
STEP FOUR

12. A (GOOD) PICTURE IS
WORTH A 1,000 WORDS
STEP FIVE

13. #HASHTAGIT
STEP SIX

14. BE REAL — AND ENJOY
YOUR FREEDOM
(FOR NOW!)
STEP SEVEN

15. HOW TO GET STARTED

16. THINK ABOUT YOUR PERSONAL
BRAND
Who are you and what do you do?
What do you want to be known for?
What does the market care about?
Your purpose
Your authentic, relevant voice
Your storybook

17. CONSTRUCT A THOUGHT LEADERSHIP
STORYBOOKTONEOFVOICE
TOPLINE
THEME
PROOF
POINTS
PURPOSE STATEMENT
Content, Speaking, Volunteering, Media, Buzz
Content
Pillar
Content
Pillar
Content
Pillar
CONTENT
PILLARS

18. CREATE A SOCIAL CHANNEL
ECOSYSTEM

19. INSTAGRAM BEST PRACTICES
q SHARE IMAGES/VIDEOS THAT ARE NATIVE TO INSTAGRAM (NOT
PHOTOSHOPPED / OVERLY POLISHED)
q INCLUDE RELEVANT HASHTAGS IN CONTENT FOR DISCOVERABILITY
q TAG RELEVANT INFLUENCERS AND LOCATION
q COPY SHOULD BE INSTAGRAM-NATIVE, NO NEED FOR COMPLETE SENTENCES
OR CORPORATE JARGON – EMBRACE THE EMOTICON
q BE EXPERIMENTAL – CREATE CONTENT AROUND HASHTAG TRENDS,
CONTESTS FOR YOUR FOLLOWERS, SHARE IMAGES FROM RELEVANT PLACES
OR EVENTS
q SHARE “BEHIND-THE-SCENE” ACCESS OF YOUR LIFE & YOUR BRAND

20. INSTAGRAM BEST PRACTICES
q IMAGES/VIDEOS THAT ARE NATIVE TO INSTAGRAM (NOT PHOTOSHOP /
OVERLY POLISHED)
q INCLUDE RELEVANT HASHTAGS IN CONTENT FOR DISCOVERABILITY
q TAG RELEVANT INFLUENCERS AND LOCATION
q COPY SHOULD BE INSTAGRAM-NATIVE, NO NEED FOR COMPLETE SENTENCES
OR CORPORATE JARGON – EMBRACE THE EMOTICON
q BE EXPERIMENTAL – CREATE CONTENT AROUND HASHTAG TRENDS, CREATE
CONTESTS FOR YOUR FOLLOWERS, SHARE IMAGES YOU TAKE FROM
RELEVANT PLACES OR EVENTS
q SHARE “BEHIND-THE-SCENE” ACCESS OF YOUR LIFE & YOUR BRAND
BEST AT
VISUAL BRAND STORYTELLING
&
GAINING AN AUDIENCE THROUGH HASHTAG
DISCOVERABILITY

21. TWITTER BEST PRACTICES
q KEEP COPY SHORT—UNDER 140 CHARACTERS IS A MUST, BUT SHORTER COPY
GARNERS HIGHER ENGAGEMENT
q INCLUDE HASHTAGS TO INCREASE ENGAGEMENT/DISCOVERABILITY
q IMAGES AND VIDEOS ARE EYE-CATCHING
q KEEP LANGUAGE CASUAL, ABRIVATIONS ARE GOOD
q TAG, FAVORITE AND/OR RETWEET RELEVANT INFLUENCERS TO BUILD
RELATIONSHIPS
q TWITTER IS GREAT TO DRIVE TRAFFIC TO YOUR WEBSITE OR OTHER SOCIAL
CHANNELS – SHARE A FEW TWEETS EACH WEEK WITH THIS OBJECTIVE
q POSTING SEVERAL TIMES A DAY IS FINE AND SHOULDN’T CAUSE USER FATIGUE
(ASSUMING YOU HAVE SOMETHING TO SAY!)

22. TWITTER BEST PRACTICES
q KEEP COPY SHORT—UNDER 140 CHARACTERS IS A MUST, BUT SHORTER COPY
GARNERS HIGHER ENGAGEMENT
q INCLUDE HASHTAGS TO INCREASE ENGAGEMENT/DISCOVERABILITY
q IMAGES AND VIDEOS ARE EYE-CATCHING
q KEEP LANGUAGE CASUAL, ABRIVATIONS ARE GOOD
q TAG, FAVORITE AND/OR RETWEET RELEVANT INFLUENCERS TO BUILD
RELATIONSHIPS
q TWITTER IS GREAT TO DRIVE TRAFFIC TO YOUR WEBSITE OR OTHER SOCIAL
CHANNELS – SHARE A FEW TWEETS EACH WEEK WITH THIS OBJECTIVE
q POSTING SEVERAL TIMES A DAY IS FINE AND SHOULDN’T CAUSE USER FATIGUE
(ASSUMING YOU HAVE SOMETHING TO SAY!)
BEST AT
DRIVING TRAFFIC
&
BUILDING RELATIONSHIPS

23. YOUTUBE BEST PRACTICES
q SHARING RELEVANT VIDEOS FOR YOUR BRAND – COMMERCIALS, BEHIND-
THE-SCENE VIDEOS, COOKING SHOWS, VIDEO RECIPES, ETC.
q IF YOU ARE GOING TO CREATE AN ACTIVE CONTENT CHANNEL, YOU SHOULD
UPLOAD NEW VIDEO CONTENT REGULARLY (I.E. ONCE A WEEK)
q TAG VIDEO CONTENT WITH RELEVANT AND DISCOVERABLE KEYWORDS FOR
BETTER SEO
q CREATE PLAYLISTS TO ORGANIZE DIFFERENT TYPES OF VIDEO CONTENT
q MONITOR COMMENTS
q KEEP VIDEOS SHORT
q INCLUDE CALLS TO ACTIONS IN VIDEOS IF RELEVANT (E.G. SUBSCRIBE TO BE
ALERTED FOR NEXT WEEK’S SHOW!)

24. YOUTUBE BEST PRACTICES
q SHARING RELEVANT VIDEOS FOR YOUR BRAND – COMMERCIALS, BEHIND-
THE-SCENE SHOTS, COOKING SHOWS, RECIPES, ETC.
q IF YOU ARE GOING TO CREATE AN ACTIVE CONTENT CHANNEL, YOU SHOULD
UPLOAD NEW VIDEO CONTENT REGULARLY (I.E. ONCE A WEEK)
q TAG VIDEO CONTENT WITH RELEVANT AND DISCOVERABLE KEYWORDS FOR
MAXIMUN SEO DISCOVERABILITY
q CREATE PLAYLISTS TO ORGANIZE DIFFERENT TYPES OF VIDEO CONTENT
q MONITOR COMMENTS
q KEEP VIDEOS SHORT
q INCLUDE CALLS TO ACTIONS IN VIDEOS IF RELEVANT (E.G. SUBSCRIBE TO BE
ALERTED FOR NEXT WEEK’S SHOW!)
BEST AT
A VIDEO CHANNEL FOR YOUR BRAND’S SHOWS
OR
A VIDEO CONTENT LIBRARY

25. FACEBOOK BEST PRACTICES
q SPEAK LIKE A HUMAN, NOT OVERLY CORPORATE, BEING BRIEF AND TOO THE
POINT GETS MORE ENGAGEMENT
q INCLUDE IMAGES
q VIDEOS ARE GOOD AND AUTO-PLAY IN FEEDS, REMEMBER THEY AUTO-PLAY
ON MUTE!
q TAG LOCATION, INFLUENCERS, PARTNERS, ETC. WHEN RELEVANT
q ENCOURAGE CONVERSATION THROUGH DIRECT QUESTIONS
q REMEMBER THAT THE MORE ENGAGEMENT YOUR POST RECEIVES, THE MORE
PEOPLE IT WILL REACH
q WITHOUT PAID MEDIA, FACEBOOK CONTENT GENERALLY REACHES 1-3% OF
YOUR FAN BASE

26. FACEBOOK BEST PRACTICES
q SPEAK LIKE A HUMAN, NOT OVERLY CORPORATE, BEING BRIEF AND TOO THE
POINT GET MORE ENGAGEMENT
q VISUALS BOOST ENGAGEMENT
q VIDEOS AUTO-PLAY IN FEEDS, REMEMBER THEY AUTO-PLAY ON MUTE!
q TAG LOCATION, INFLUENCERS, PARTNERS, ETC. WHEN RELEVANT
q ENCOURAGE CONVERSATION THROUGH DIRECT QUESTIONS
q REMEMBER THAT THE MORE ENGAGEMENT YOUR POST RECEIVES, THE MORE
PEOPLE IT WILL REACH
q WITHOUT PAID MEDIA, FACEBOOK CONTENT GENERALLY REACHES 1-3% OF
YOUR FAN BASE
BEST AT
REACHING A VERY TARGETED BASE OF PEOPLE WITH
PAID MEDIA…
IF YOU DON’T PLAN TO USE PAID MEDIA ON FACEBOOK,
IT’S PROBABLY NOT A CHANNEL WORTH SPENDING
MUCH TIME ON.

27. AND REMEMBER, TO BE
SUCCESSFUL ON SOCIAL MEDIA YOU
DON’T HAVE TO BE PERFECT.

28. BUT YOU DO
HAVE TO CRACK
A FEW EGGS TO
MAKE AN
OMELET.

29. SO GET
STARTED NOW!

30. THANKS!
@MARYSNAUFFER
DIRECTOR OF EDITORIAL, QNARY