Facebook for food and beverage companies

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This slideshare is an overview of how Facebook can help food and beverage companies meet their two most important marketing objectives: build awareness and induce trial. If you seek more in-depth training, email amanda@recipemarketing.com

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Facebook for food and beverage companies

  1. 1. © 2011 Recipe Marketing
  2. 2. <ul><li>Ingredients For Success: Facebook for Food and Beverage. </li></ul>© 2011 Recipe Marketing
  3. 3. Two Major Marketing Goals In The Food And Beverage Industry. <ul><li>Build brand awareness </li></ul><ul><li>Induce trial </li></ul>© 2011 Recipe
  4. 4. The Power Of Social <ul><li>Consumers who are exposed to a brand in social are 2.8x more likely to search for that brand’s products. </li></ul><ul><li>Source: http://scr.bi/g3Nc84 via Jay Baer </li></ul>© 2011 Recipe
  5. 5. The Power Of Facebook. <ul><li>#1 social network in the world </li></ul><ul><li>Over ½ billion active users </li></ul><ul><li>250 million people log in daily for an average of 55 minutes. </li></ul><ul><li>68% of U.S. Facebook users said they were more likely to buy on a positive Facebook friend referral. </li></ul>© 2011 Recipe
  6. 6. Ingredient for success: Set up a page or place. © 2011 Recipe
  7. 7. Place or Page? <ul><ul><li>Facebook automatically creates a place page if someone checks into your business. Or you type in your address when setting up your Facebook Page. </li></ul></ul>© 2011 Recipe
  8. 8. Pages. <ul><ul><li>If you manufacturer or distribute a product. </li></ul></ul>© 2011 Recipe
  9. 9. Places. <ul><ul><li>If someone can walk into your business and purchase a product or service </li></ul></ul>© 2011 Recipe
  10. 10. Ingredient for success: Give Facebook users a reason to like you. © 2011 Recipe
  11. 11. Welcome tabs increase your pages likeability by 47%. © 2011 Recipe Source: www.socialmediaexaminer.com
  12. 12. Recipe Tip: <ul><li>FREE AND LOW COST </li></ul><ul><li>WELCOME PAGE APPS </li></ul><ul><li>Tabsite, NorthSocial, PageLever, Wildfire, iwiPage, Fanpageengine, Tabpress, Webuzz, Shortstack </li></ul>© 2011 Recipe
  13. 13. Facebook Fact: <ul><li>199 out of every 200 interactions (99.5%) come from the user’s wall (or newsfeeds). This means that almost nobody is coming back to your fan page after they visit it the first time . </li></ul><ul><li>Source: Jeff Widham, Brand Glue </li></ul>© 2011 Recipe
  14. 14. Facebook Fact: <ul><li>Not all your posts end up in your fans newsfeeds. </li></ul>© 2011 Recipe
  15. 15. Facebook Edge Rank. <ul><ul><li>How often an user interacts with your Facebook fan page content </li></ul></ul><ul><ul><li>The type of interaction, comments are weighted heavier than likes </li></ul></ul><ul><ul><li>Content recency </li></ul></ul>© 2011 Recipe
  16. 16. Facebook Edge Rank. © 2011 Recipe
  17. 17. Ingredient for success: Keep Fans liking you. © 2011 Recipe
  18. 18. Give Your Customers Great Content. <ul><li>Make your page the place to get answers for (fill in the blank) challenges </li></ul>© 2011 Recipe
  19. 19. Give Your Customers Great Content. <ul><li>Make it easy </li></ul><ul><li>Make it fun </li></ul><ul><li>Make it something that will make your customers feel smarter, prouder, happier for liking you . </li></ul>© 2011 Recipe
  20. 20. Recipe Tip: <ul><li>Use KISS: Keep it simple and shareable </li></ul>© 2011 Recipe
  21. 21. Shorter is better. <ul><li>27% increase in engagement with posts of 80 characters long or shorter </li></ul><ul><li>www.emarketer.com </li></ul>© 2011 Recipe
  22. 22. Content Ideas. <ul><ul><li>Events </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Import blog </li></ul></ul><ul><ul><li>Add custom content </li></ul></ul><ul><ul><li>Third party articles </li></ul></ul><ul><ul><li>Ask questions </li></ul></ul>© 2011 Recipe
  23. 23. More Content Ideas. <ul><ul><li>Testimonials </li></ul></ul><ul><ul><li>Create experiences </li></ul></ul><ul><ul><li>Expert Fridays </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Facebook deals </li></ul></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Recipes </li></ul></ul>© 2011 Recipe
  24. 24. Recipe Tip: <ul><li>Use the 80/20 rule: 80% of your content adds value. 20% promotes your business directly. </li></ul>© 2011 Recipe
  25. 25. Ingredient for success: Timing is is everything. © 2011 Recipe
  26. 26. When To Post. <ul><ul><li>Companies that post content on their Facebook pages outside normal business hours see engagement rates that are 20% higher than average. </li></ul></ul><ul><ul><li>Source: Buddy Media </li></ul></ul>© 2011 Recipe
  27. 27. Other Posting Statistics. © 2011 Recipe
  28. 28. How Often To Post. <ul><ul><li>Depends on your fans </li></ul></ul><ul><ul><li>Pages with a small fan base, once a day to three days a week </li></ul></ul><ul><ul><li>Studies have shown the #1 reason for hiding/unliking a page is the page posts too often* </li></ul></ul><ul><ul><li>*Source: Mari Smith </li></ul></ul>© 2011 Recipe
  29. 29. Post Timing. <ul><ul><li>Facebook posts get 50% of their likes in the first 80 minutes. However, it takes 22 hours for that same post to get 95% of its Likes </li></ul></ul><ul><ul><li>Source: Visibli </li></ul></ul>© 2011 Recipe
  30. 30. The Best Day To Post. <ul><ul><li>According to Facebook’s Gross National Happiness index, Friday afternoon sees a 10% increase in engagement </li></ul></ul><ul><ul><li>There is a 9.7 percent increase in happiness on Fridays compared with the worst day of the week, Monday* </li></ul></ul><ul><ul><li>*Source: New York Times </li></ul></ul>© 2011 Recipe
  31. 31. Ingredient for success: Promote your page. © 2011 Recipe
  32. 32. Get The Likes Rolling. <ul><ul><li>Like them </li></ul></ul><ul><ul><li>Comment on them </li></ul></ul><ul><ul><li>Share them </li></ul></ul><ul><ul><li>@ tags </li></ul></ul>© 2011 Recipe
  33. 33. Invite Your Email Contacts. © 2011 Recipe
  34. 34. Run Facebook Ads. © 2011 Recipe
  35. 35. Promote On Your Website. <ul><li>Social plugins/like button </li></ul><ul><li>Wibya/Visbli bar </li></ul>© 2011 Recipe
  36. 36. Promote On The Go. <ul><li>Over 250 million active Facebook mobile users </li></ul><ul><li>They’re twice as active </li></ul><ul><li>Looking for deals </li></ul>© 2011 Recipe
  37. 37. Instant Likeability. <ul><li>Text: Like Recipemarketing to 32665 </li></ul>© 2011 Recipe
  38. 38. Ingredient For Success: Don’t forget your marketing fundamentals. © 2011 Recipe
  39. 39. Recipe’s 4 Cs. <ul><li>Clarity </li></ul><ul><li>Consistency </li></ul><ul><li>Creativity </li></ul><ul><li>Commitment </li></ul>© 2011 Recipe
  40. 40. Clarity: <ul><li>Clear budget </li></ul><ul><li>Clear objective </li></ul><ul><li>Clear strategy </li></ul>© 2011 Recipe
  41. 41. Clarity: <ul><li>Clear Facebook Metrics </li></ul><ul><ul><li>Fans </li></ul></ul><ul><ul><li>Web traffic (Google analytics) </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Impressions </li></ul></ul><ul><li>Facebook insights, Swixhq, pagelever, twentyfeet, peoplebrowsr, socialbaker, fangager, vitrue, buzzref, crowdbooster </li></ul>© 2011 Recipe
  42. 42. Consistency: <ul><li>Consistent brand image </li></ul><ul><li>Consistent brand personality </li></ul><ul><li>Consistent posting presence </li></ul><ul><ul><li>Hootsuite </li></ul></ul><ul><ul><li>Social oomph </li></ul></ul><ul><ul><li>Postling </li></ul></ul><ul><ul><li>Tweetdeck </li></ul></ul><ul><ul><li>Radian6 </li></ul></ul>© 2011 Recipe
  43. 43. Recipe Tip: <ul><li>“ Don’t have a social presence if you won’t be present.” </li></ul><ul><li>– Anonymous </li></ul>© 2011 Recipe
  44. 44. Consistency: <ul><li>Consistent Personality </li></ul><ul><ul><li>Admin rules </li></ul></ul><ul><ul><li>Page wall moderating guidelines </li></ul></ul><ul><ul><li>Have set times for who checks the wall and when and how they respond. </li></ul></ul>© 2011 Recipe http://ow.ly/5sDEP
  45. 45. Creativity: <ul><li>Get creative with your content </li></ul><ul><li>Mix it up </li></ul><ul><li>Make sure its REMA, relevant, engaging, memorable and actionable </li></ul>© 2011 Recipe
  46. 46. Commitment: <ul><li>Post regularly </li></ul><ul><li>Engage authentically </li></ul><ul><li>Measure often </li></ul><ul><li>Make adjustments </li></ul><ul><li>Rinse and repeat </li></ul>© 2011 Recipe
  47. 47. Ingredient For Success: Facebook is just one tactic. © 2011 Recipe
  48. 48. Think Across All Channels. © 2011 Recipe
  49. 49. Thank You! <ul><li>See you on Facebook </li></ul><ul><li>www.facebook.com/recipefoodandbeveragemarketing </li></ul>© 2011 Recipe
  50. 50. © 2011 Recipe Marketing www.recipemarketing.com

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