Putting Social Media to Work




 Questions? Text them to 619-994-1881
Social media is like teen sex. Everyone 
 wants to do it. No one actually knows 
how. When finally done, there is surprise...
The Thing to Remember

Social Networking that matters is helping 
   people achieve their goals.  Doing it 
  reliably and...
Does it Matter?
    What’s important is that it is now 
common, and will soon be expected, that 
every intelligent person ...
If Facebook were a country it would be the world’s 


    4th largest 
    between the United States and Indonesia


     ...
Social Media has overtaken porn as the #1 activity on the Web
                                               ‐ Socialnomic...
Generation Y and Z consider



e‐mail passé…
In 2009 Boston College stopped distributing e‐mail addresses 
to incoming fre...
The fastest growing segment on Facebook is:


55‐65 year‐old females                     ‐ Socialnomics, 2009




    Ques...
25,366,195,000                                                                                    August




http://comsco...
What’s It All About?
Connections
» With customers
» With media
» With suppliers
» With influencers
» With colleagues
» Wit...
What’s It All About?
Authority
» Build a reputation
» Demonstrate 
  expertise
» Share information
» Help people
» Do it a...
What’s It All About?
Value
» For customers
» For the 
  community
» For others
» For you

                                ...
Relationships
 Questions? Text them to 619-994-1881


                                        http://www.flickr.com/photos...
Where do I start?


Questions? Text them to 619-994-1881
Questions? Text them to 619-994-1881
                        http://www.flickr.com/photos/stabilo‐boss/93136022/
Like everything else. You need a plan…




  Questions? Text them to 619-994-1881

                                   http...
… and a Framework
• People – identifying business owners and 
  responsibilities 

• Objectives – identify objectives of s...
People
• Identify business owners and staffing needs
   –   Customer service
   –   Marketing
   –   Public Relations
   –...
Objectives
• Create clear objectives – what are you hoping to accomplish?
   –   Customer acquisition
   –   Reputation ma...
Strategies
• Sound strategy will ensure your brand:
  – Maintains consistency and voice across 
    mediums/platforms
  – ...
Technologies
• Choosing the right technologies will ensure 
  that your brand:
  – Can communicate effectively with target...
Common Social Media Uses
•   Reputation Management
•   Customer Service
•   Brand awareness
•   Customer Acquisition
•   G...
Reputation Management
• Healthcare crisis 
  handled poorly/slowly

• Backlash on Facebook, 
  Twitter

• Recovered with:
...
Brand Awareness
• Building Buzz

• 1500+ blogs participating

• Thousands of mentions

• Hundreds of links, 
  comments, r...
Customer Acquisition
                                                 Twitter, Facebook, Friendfeed are
                  ...
Customer Service
• 30,000 followers

• "This is just one way 
  people have gotten to 
  know us," says Eliason. 
  "It's ...
Generating Buzz
• Migrating 
  successful brand to 
  social media

• Using celebrity plus 
  social media 
  footprint as...
A few reminders before we go.




Questions? Text them to 619-994-1881
Social Media is a 
                                       marathon, not a sprint.




Questions? Text them to 619-994-1881...
Don’t spread 

            yourself 
                     too thin.
Questions? Text them to 619-994-1881

                ...
What’s your plan?

It’s 


OK
to start small.


  Questions? Text them to 619-994-1881
Let’s get started.


 Questions? Text them to 619-994-1881

                                  http://www.flickr.com/photos...
Group Sessions




Questions? Text them to 619-994-1881
Scenario #1
• You’re in charge of communications at the 
  Mango Board.  A scare about the safety of 
  mangos has popped ...
Scenario #2
• You’re an agency for a company that is 
  launching new self‐heating soup cans and you 
  want to get the wo...
Scenario #3
• You’re the sales manager for a processing 
  house and you want to build relationships 
  with restaurants t...
Scenario #4
• You’re the director of marketing for a startup 
  and want to build loyalty and repeat purchase 
  for your ...
Scenario #5
• You’re a research company hired by Top Chef 
  to find out how consumers would react to a 
  new chain of re...
Friend Us
•   Jack Abbott
•   jack@oakcreektrail.com
•   619‐994‐1881
•   facebook.com/jack.abbott

•   Morgan Brown
•   m...
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Putting Social Media To Work

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A presentation about how foodservice professionals can leverage social media in their business. The presentation focuses on developing a social media framework and plan as well as social media basics and getting the right company mindset to be successful. Also includes social media exercises to help attendees think through issues that can be addressed through social media. Given at IFEC '09 October 12 in San Diego.

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Putting Social Media To Work

  1. 1. Putting Social Media to Work Questions? Text them to 619-994-1881
  2. 2. Social media is like teen sex. Everyone  wants to do it. No one actually knows  how. When finally done, there is surprise  its not better. ‐ Avinash Kaushik, Google http://twitter.com/avinashkaushik /status/1270289378 Questions? Text them to 619-994-1881
  3. 3. The Thing to Remember Social Networking that matters is helping  people achieve their goals.  Doing it  reliably and repeatability so that over  time people have an interest in helping  you achieve yours.  ‐ Seth Godin, Marketing  Genius Questions? Text them to 619-994-1881
  4. 4. Does it Matter? What’s important is that it is now  common, and will soon be expected, that  every intelligent person (and quite a few  unintelligent ones) will have a media  platform where they share what they  care about with the world. ‐ Seth Godin Questions? Text them to 619-994-1881
  5. 5. If Facebook were a country it would be the world’s  4th largest  between the United States and Indonesia ‐ Socialnomics, 2009 Questions? Text them to 619-994-1881
  6. 6. Social Media has overtaken porn as the #1 activity on the Web ‐ Socialnomics, 2009 Questions? Text them to 619-994-1881
  7. 7. Generation Y and Z consider e‐mail passé… In 2009 Boston College stopped distributing e‐mail addresses  to incoming freshmen ‐ Socialnomics, 2009 Questions? Text them to 619-994-1881
  8. 8. The fastest growing segment on Facebook is: 55‐65 year‐old females ‐ Socialnomics, 2009 Questions? Text them to 619-994-1881
  9. 9. 25,366,195,000 August http://comscore.com/Press_Events/Press_Releases/2009/9/Google_Sites_Surpasses_10_Billion_Video_Views_in_August Questions? Text them to 619-994-1881
  10. 10. What’s It All About? Connections » With customers » With media » With suppliers » With influencers » With colleagues » With people Questions? Text them to 619-994-1881
  11. 11. What’s It All About? Authority » Build a reputation » Demonstrate  expertise » Share information » Help people » Do it all freely http://www.flickr.com/photos/macwagen/131360868/ Questions? Text them to 619-994-1881
  12. 12. What’s It All About? Value » For customers » For the  community » For others » For you http://www.flickr.com/photos/schlachet/3366994378/ Questions? Text them to 619-994-1881
  13. 13. Relationships Questions? Text them to 619-994-1881 http://www.flickr.com/photos/cayusa/2838505123/
  14. 14. Where do I start? Questions? Text them to 619-994-1881
  15. 15. Questions? Text them to 619-994-1881 http://www.flickr.com/photos/stabilo‐boss/93136022/
  16. 16. Like everything else. You need a plan… Questions? Text them to 619-994-1881 http://www.flickr.com/photos/ryanricketts/2295726918/
  17. 17. … and a Framework • People – identifying business owners and  responsibilities  • Objectives – identify objectives of social media  efforts  • Strategies – identify strategies, messages, and  tactical execution • Technologies – identify technologies, communities,  measurement and monitoring tools Questions? Text them to 619-994-1881
  18. 18. People • Identify business owners and staffing needs – Customer service – Marketing – Public Relations – Partner Management – Sales/Business Development – Technology • Identify resources for execution – To intern or not to intern? – Full time vs. part‐time – Do you need a social media or community manager? Questions? Text them to 619-994-1881
  19. 19. Objectives • Create clear objectives – what are you hoping to accomplish? – Customer acquisition – Reputation management – Brand awareness – Customer service – Media relations • Your objectives will determine – Personnel needs – Channel commitment/prioritization – Budget requirements Questions? Text them to 619-994-1881
  20. 20. Strategies • Sound strategy will ensure your brand: – Maintains consistency and voice across  mediums/platforms – Respond quickly to conversations online – Participate authentically in online communities – Identify proper internal escalation policies to  ensure high service to visible issues – Understand restrictions and sensitivities with  Investor Relations, disclosure and other public  company issues Questions? Text them to 619-994-1881
  21. 21. Technologies • Choosing the right technologies will ensure  that your brand: – Can communicate effectively with target  audiences wherever they are on the Web – Monitor relevant conversations and brand  mentions to engage and respond accordingly – Can track, follow‐up and service issues that arise  from the social channel – Track and report on success towards program  objectives Questions? Text them to 619-994-1881
  22. 22. Common Social Media Uses • Reputation Management • Customer Service • Brand awareness • Customer Acquisition • Generating Buzz Questions? Text them to 619-994-1881
  23. 23. Reputation Management • Healthcare crisis  handled poorly/slowly • Backlash on Facebook,  Twitter • Recovered with: – Customer forums  (22k posts to  healthcare issue) – Communication on  Facebook, Twitter – Focus on corporate  values in online  communications Questions? Text them to 619-994-1881
  24. 24. Brand Awareness • Building Buzz • 1500+ blogs participating • Thousands of mentions • Hundreds of links,  comments, responses  and feedback • Loads of online and  traditional media  coverage Questions? Text them to 619-994-1881
  25. 25. Customer Acquisition Twitter, Facebook, Friendfeed are used to share offers with online communities driving in store traffic and sales. iPhone Apps make locating a nearby Dairy Queen easy and provide constant brand presence on customer’s phone Questions? Text them to 619-994-1881
  26. 26. Customer Service • 30,000 followers • "This is just one way  people have gotten to  know us," says Eliason.  "It's a little more  personal. More back‐ and‐forth discussions,  and it's less formal.  And it gives immediacy  to interactions."  • Reputation for leading  customer service use  of Twitter Questions? Text them to 619-994-1881
  27. 27. Generating Buzz • Migrating  successful brand to  social media • Using celebrity plus  social media  footprint as asset  • Building a business  of teaming with  other restaurant  brands for special  events Questions? Text them to 619-994-1881
  28. 28. A few reminders before we go. Questions? Text them to 619-994-1881
  29. 29. Social Media is a  marathon, not a sprint. Questions? Text them to 619-994-1881 http://www.flickr.com/photos/oskarn/125630791/
  30. 30. Don’t spread  yourself  too thin. Questions? Text them to 619-994-1881 http://www.flickr.com/photos/lynac/373285375/
  31. 31. What’s your plan? It’s  OK to start small. Questions? Text them to 619-994-1881
  32. 32. Let’s get started. Questions? Text them to 619-994-1881 http://www.flickr.com/photos/dcdead/3503766087/
  33. 33. Group Sessions Questions? Text them to 619-994-1881
  34. 34. Scenario #1 • You’re in charge of communications at the  Mango Board.  A scare about the safety of  mangos has popped up on the news after six  children have been reported ill, and the word  is spreading quickly. • How will you manage this crisis? – Online, social media – Mainstream media Questions? Text them to 619-994-1881
  35. 35. Scenario #2 • You’re an agency for a company that is  launching new self‐heating soup cans and you  want to get the word out to your target  audiences including stores and consumers. • What type of social media campaign can you  utilize to promote the new product online,  and how?  Questions? Text them to 619-994-1881
  36. 36. Scenario #3 • You’re the sales manager for a processing  house and you want to build relationships  with restaurants to increase sales of your  high‐quality, processed avocado spread in the  B2B foodservice channel. • How do you go about gaining mindshare and  building relationships to drive new channel  sales? Questions? Text them to 619-994-1881
  37. 37. Scenario #4 • You’re the director of marketing for a startup  and want to build loyalty and repeat purchase  for your specialty food and wine online  magazine and store. • How can you use social media to achieve this  goal? Questions? Text them to 619-994-1881
  38. 38. Scenario #5 • You’re a research company hired by Top Chef  to find out how consumers would react to a  new chain of restaurants leveraging the Top  Chef brand. • Develop the social media components of a  plan to gauge interest in the new venture. Questions? Text them to 619-994-1881
  39. 39. Friend Us • Jack Abbott • jack@oakcreektrail.com • 619‐994‐1881 • facebook.com/jack.abbott • Morgan Brown • morgan.brown@turnhere.com • 949‐954‐0205 • facebook.com/morganb Questions? Text them to 619-994-1881
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