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Facebook for food and beverage companies
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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 …

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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  • 1. © 2011 Recipe Marketing
  • 2.
    • Ingredients For Success: Facebook for Food and Beverage.
    © 2011 Recipe Marketing
  • 3. Two Major Marketing Goals In The Food And Beverage Industry.
    • Build brand awareness
    • Induce trial
    © 2011 Recipe
  • 4. The Power Of Social
    • Consumers who are exposed to a brand in social are 2.8x more likely to search for that brand’s products.
    • Source: http://scr.bi/g3Nc84 via Jay Baer
    © 2011 Recipe
  • 5. The Power Of Facebook.
    • #1 social network in the world
    • Over ½ billion active users
    • 250 million people log in daily for an average of 55 minutes.
    • 68% of U.S. Facebook users said they were more likely to buy on a positive Facebook friend referral.
    © 2011 Recipe
  • 6. Ingredient for success: Set up a page or place. © 2011 Recipe
  • 7. Place or Page?
      • Facebook automatically creates a place page if someone checks into your business. Or you type in your address when setting up your Facebook Page.
    © 2011 Recipe
  • 8. Pages.
      • If you manufacturer or distribute a product.
    © 2011 Recipe
  • 9. Places.
      • If someone can walk into your business and purchase a product or service
    © 2011 Recipe
  • 10. Ingredient for success: Give Facebook users a reason to like you. © 2011 Recipe
  • 11. Welcome tabs increase your pages likeability by 47%. © 2011 Recipe Source: www.socialmediaexaminer.com
  • 12. Recipe Tip:
    • FREE AND LOW COST
    • WELCOME PAGE APPS
    • Tabsite, NorthSocial, PageLever, Wildfire, iwiPage, Fanpageengine, Tabpress, Webuzz, Shortstack
    © 2011 Recipe
  • 13. Facebook Fact:
    • 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 .
    • Source: Jeff Widham, Brand Glue
    © 2011 Recipe
  • 14. Facebook Fact:
    • Not all your posts end up in your fans newsfeeds.
    © 2011 Recipe
  • 15. Facebook Edge Rank.
      • How often an user interacts with your Facebook fan page content
      • The type of interaction, comments are weighted heavier than likes
      • Content recency
    © 2011 Recipe
  • 16. Facebook Edge Rank. © 2011 Recipe
  • 17. Ingredient for success: Keep Fans liking you. © 2011 Recipe
  • 18. Give Your Customers Great Content.
    • Make your page the place to get answers for (fill in the blank) challenges
    © 2011 Recipe
  • 19. Give Your Customers Great Content.
    • Make it easy
    • Make it fun
    • Make it something that will make your customers feel smarter, prouder, happier for liking you .
    © 2011 Recipe
  • 20. Recipe Tip:
    • Use KISS: Keep it simple and shareable
    © 2011 Recipe
  • 21. Shorter is better.
    • 27% increase in engagement with posts of 80 characters long or shorter
    • www.emarketer.com
    © 2011 Recipe
  • 22. Content Ideas.
      • Events
      • Videos
      • Photos
      • Import blog
      • Add custom content
      • Third party articles
      • Ask questions
    © 2011 Recipe
  • 23. More Content Ideas.
      • Testimonials
      • Create experiences
      • Expert Fridays
      • Promotion
      • Facebook deals
      • Coupons
      • Recipes
    © 2011 Recipe
  • 24. Recipe Tip:
    • Use the 80/20 rule: 80% of your content adds value. 20% promotes your business directly.
    © 2011 Recipe
  • 25. Ingredient for success: Timing is is everything. © 2011 Recipe
  • 26. When To Post.
      • Companies that post content on their Facebook pages outside normal business hours see engagement rates that are 20% higher than average.
      • Source: Buddy Media
    © 2011 Recipe
  • 27. Other Posting Statistics. © 2011 Recipe
  • 28. How Often To Post.
      • Depends on your fans
      • Pages with a small fan base, once a day to three days a week
      • Studies have shown the #1 reason for hiding/unliking a page is the page posts too often*
      • *Source: Mari Smith
    © 2011 Recipe
  • 29. Post Timing.
      • 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
      • Source: Visibli
    © 2011 Recipe
  • 30. The Best Day To Post.
      • According to Facebook’s Gross National Happiness index, Friday afternoon sees a 10% increase in engagement
      • There is a 9.7 percent increase in happiness on Fridays compared with the worst day of the week, Monday*
      • *Source: New York Times
    © 2011 Recipe
  • 31. Ingredient for success: Promote your page. © 2011 Recipe
  • 32. Get The Likes Rolling.
      • Like them
      • Comment on them
      • Share them
      • @ tags
    © 2011 Recipe
  • 33. Invite Your Email Contacts. © 2011 Recipe
  • 34. Run Facebook Ads. © 2011 Recipe
  • 35. Promote On Your Website.
    • Social plugins/like button
    • Wibya/Visbli bar
    © 2011 Recipe
  • 36. Promote On The Go.
    • Over 250 million active Facebook mobile users
    • They’re twice as active
    • Looking for deals
    © 2011 Recipe
  • 37. Instant Likeability.
    • Text: Like Recipemarketing to 32665
    © 2011 Recipe
  • 38. Ingredient For Success: Don’t forget your marketing fundamentals. © 2011 Recipe
  • 39. Recipe’s 4 Cs.
    • Clarity
    • Consistency
    • Creativity
    • Commitment
    © 2011 Recipe
  • 40. Clarity:
    • Clear budget
    • Clear objective
    • Clear strategy
    © 2011 Recipe
  • 41. Clarity:
    • Clear Facebook Metrics
      • Fans
      • Web traffic (Google analytics)
      • Sales
      • Impressions
    • Facebook insights, Swixhq, pagelever, twentyfeet, peoplebrowsr, socialbaker, fangager, vitrue, buzzref, crowdbooster
    © 2011 Recipe
  • 42. Consistency:
    • Consistent brand image
    • Consistent brand personality
    • Consistent posting presence
      • Hootsuite
      • Social oomph
      • Postling
      • Tweetdeck
      • Radian6
    © 2011 Recipe
  • 43. Recipe Tip:
    • “ Don’t have a social presence if you won’t be present.”
    • – Anonymous
    © 2011 Recipe
  • 44. Consistency:
    • Consistent Personality
      • Admin rules
      • Page wall moderating guidelines
      • Have set times for who checks the wall and when and how they respond.
    © 2011 Recipe http://ow.ly/5sDEP
  • 45. Creativity:
    • Get creative with your content
    • Mix it up
    • Make sure its REMA, relevant, engaging, memorable and actionable
    © 2011 Recipe
  • 46. Commitment:
    • Post regularly
    • Engage authentically
    • Measure often
    • Make adjustments
    • Rinse and repeat
    © 2011 Recipe
  • 47. Ingredient For Success: Facebook is just one tactic. © 2011 Recipe
  • 48. Think Across All Channels. © 2011 Recipe
  • 49. Thank You!
    • See you on Facebook
    • www.facebook.com/recipefoodandbeveragemarketing
    © 2011 Recipe
  • 50. © 2011 Recipe Marketing www.recipemarketing.com