V3 Integrated Marketing
Content
Marketing.
Can we do this
in 15 minutes a
day?
Marketingprofs

Topics We’re Covering Today
@ShellyKramer
@MarketingProfs
• Social media influences
buying
• Time is an issue
• Which type of social
media works for me?
• Tricks to effective
engagement
• Tools to maximize reach
• Strategy, goals and that
measuring business…

@ShellyKramer
@MarketingProfs
Who Are We?
Shelly Kramer
CEO, V3 Integrated Marketing
@ShellyKramer
Ann Handley
CCO, MarketingProfs
@AnnHandley
Co-Author
Content Rules (Wiley)

@ShellyKramer
@MarketingProfs
WHY are we talking
about this?
The web has changed
Everything.

@ShellyKramer
@MarketingProfs

And here’s where your customers are…

@ShellyKramer
@MarketingProfs
What’s going on
4.75 billion pieces of content shared
daily on Facebook.
That’s 3,298,611 per minute.
400 million tweets per day.
That’s 277,779 per minute.
100 hours of video uploaded to
YouTube. Every minute.

@ShellyKramer
@MarketingProfs
Customers do their
homework.
Google’s Moment of Truth Research
2010 – 5.3 sources
2011 - 10.4 sources

@ShellyKramer
@MarketingProfs
Social Media
Why Bother?
74% of consumers rely
on social networks to
guide
purchasedecisions.(Spro
utSocial)

@ShellyKramer
@MarketingProfs
The formula has changed.
Old Way: Money x Media = Business
New Way: Time x Media = Business

@ShellyKramer
@MarketingProfs
Today…
Every company is a media company.
Every company needs a content
strategy.
Every company needs a social media
presence.

@ShellyKramer
@MarketingProfs
Why a media company?
They tell stories – and they’re good at it.
They’re in the business of creating and
distributing content.
They understand the power of relevant
information.
They are fast and they are everywhere.
Can we all do this? No way, Jose.

@ShellyKramer
@MarketingProfs

@ShellyKramer
@MarketingProfs
Media Bistro

@ShellyKramer
@MarketingProfs
Media Bistro

@ShellyKramer
@MarketingProfs
Major Product Categories for Social-to-Sale Purchases

@ShellyKramer
@MarketingProfs
Media Bistro

@ShellyKramer
@MarketingProfs

@ShellyKramer
@MarketingProfs
A restaurant’stwo greatest challenges?
Budget
+
Time

@ShellyKramer
@MarketingProfs
Hey, can you
work some of that
social media
magic for me?

@ShellyKramer
@MarketingProfs
Start with data.
Information is power.

Do a Competitive Analysis
What are we doing online?
What are our competitors doing?
What kind of content are they creating?
How + where are they distributing +
using it?
Where do we have opportunities?
Where are we totally sucking wind?
What can we realistically handle?

Understand Your Customer
Where do they hang out online?
When are they typically online?
What kind of content do they share?
What kind of conversations do they
have?
Who are local influencers?
How can we connect with them?

@ShellyKramer
@MarketingProfs
After you’ve done your homework:
What’s Next?

Develop a Content Strategy
Figure out your tone and audience.
Analyze existing assets.
Identify what kinds of content you think will
work and you want to create.
Engineer a content plan.
Identify who can help with this internally.
Develop a content calendar.
Make a plan to create content to serve
customers + prospects.
And answer: How will you measure
success?

@ShellyKramer
@MarketingProfs
Basics: Build Your Restaurant’s
Profile.
● Fill In the blanks. Complete your
social profiles as completely as
possible.
● Be visual. Use great photos as your
cover photos and add your company
logo.
● Capitalize on traffic. Add follow and
like buttons on your website.
● Earn followers. Share content that
serves your customers and
prospects.
● Optimize. Make it easy for them to do
business with you.

@ShellyKramer
@MarketingProfs
Every social media platform is unique…

@ShellyKramer
@MarketingProfs
What can I do?
I have little time and budget…

@ShellyKramer
@MarketingProfs
Food + People = Instagram

@ShellyKramer
@MarketingProfs
How to take advantage of Instagram.
• Share behind-the-scenes moments
• Celebrate your customers
• Create a contest
• Use Statigram to monitor likes, engagement
• Create a unique hashtag that you can invite
diners to use and print on tabletops, menus, in
the restaurant, on drink coasters, etc.

@ShellyKramer
@MarketingProfs
Instagram Ideas
Cross-pollinate
social fan base by
creatingan Instagram
Photo of the Day
contest.

@ShellyKramer
@MarketingProfs
Instagram Ideas
Celebrate your
community of fans
(who are probably
already creating
content at your
place)!

@ShellyKramer
@MarketingProfs
Instagram Ideas
Be useful.
#ComodoMenu

@ShellyKramer
@MarketingProfs
Instagram Ideas
Tell a bigger story.
#CaptureEuphoria

@ShellyKramer
@MarketingProfs
Little Guys Can Level The Playing Field

@ShellyKramer
@MarketingProfs
Take advantage of
geo-location apps
&platforms.

@ShellyKramer
@MarketingProfs
A Google+ page is critical.

@ShellyKramer
@MarketingProfs
Take advantage of nearby places for
Facebook Pages.

@ShellyKramer
@MarketingProfs
Reward people for checking in.
(So simple. So rare.)

@ShellyKramer
@MarketingProfs
Yelp - YP Deals
YP and Yelp have announced a strategic partnership that will in the
near future provide YP advertisers with an enhanced presence on Yelp
and effectively bring Yelp into the YP Local Ad Network.
YP advertisers will gain access to the following:
• Distribution/exposure to Yelp’s large local audience
• The full range of profile features and capabilities associated with
Yelp’s “branded profile” (call to action button, slideshows, ROI
metrics, etc.)

@ShellyKramer
@MarketingProfs
Havean event; invite
influencers + foodies.

@ShellyKramer
@MarketingProfs
Be strategic with your content and
sharing on Twitter; Facebook.

Facebook isVisual
Use high-quality images.
Avoid large file sizes.
Right-size your images, use rectangles
not squares.
Only post links that are mobile-friendly.
Link directly to the action that a social
post implies. Don’t make your users
endure multiple clicks!

@ShellyKramer
@MarketingProfs
• Multi-unit locations need to
consider separate
Facebookaccounts for each
location.
• Post photos of regulars and
special guests (with
permission).
• Encourage patrons to tag
themselves and their friends.
Post your Facebook
address!

@ShellyKramer
@MarketingProfs
• Post about what’s going
on in the area.
• Use a lot of visuals.
• Mix it up, ask
questions, create polls to
generate engagement.
• Pay to advertise.

@ShellyKramer
@MarketingProfs
Tap into conversations
already
happening/trends:
What’s top of mind for your
customers?

Localpages make sense.

They are happening. Without you.

Facebook and Franchises

Challenge: Corporate vs.
Franchise
Early adopters out front.
Show business value (more data, learn
best practices from early
adopters, franchise specific billing).
Local pages, streamlined
comms, learning from one
another, libraries of “top posts,” mass
capitalization on assets.
@shellykramer

Benefits
Corporate brand page,1,550 local pages
and 5K+ local users leads to a very rich
database (customer service, menu
offerings, etc.)
3.8M fans on brand level and 800K
connections to fans across local
pages, with less than 10% fan overlap.
Better targeting, more
personalization, better maximization of
marketing spend.
@shellykramer

@ShellyKramer
@MarketingProfs
• Set up a Hootsuite account, and
learn how to use its advanced
geotargeted search feature.
• Monitor conversations filtered by
keywords that are occurring within
a specific geographic radius.
• Address all mentions of your
business, even if they're negative.
Show customers you care.

@ShellyKramer
@MarketingProfs
Twitter: Show some personality.

@ShellyKramer
@MarketingProfs
Twitter: Show some personality.

@ShellyKramer
@MarketingProfs
Ways To Use Twitter To Find Local Customers
Find local people who tweetnear you
Find local people with your city name in their profile

@ShellyKramer
@MarketingProfs
Ways To Use Twitter To Find Local Customers
Find local people using Twitter Grader

@ShellyKramer
@MarketingProfs
Something to think about...
• As a general rule, use Twitter for
fun, and for increasing brand
awareness and customer service.
• Use Facebook for customer
service. It's rare that anybody will
Like a Facebook page unless
they're already an existing
customer.

@ShellyKramer
@MarketingProfs
Something to think about...
• Treat social networks
asseparate platforms, each
with their strengths and
limitations. Get to know
their differences and make
them work for you.
• Don't try to be on every
social media channel. Be
where your customers are.

@ShellyKramer
@MarketingProfs
Make online reviews work for YOU!!

@ShellyKramer
@MarketingProfs
Content Checklist
Claim your name
Set up your profiles
Participate
Build your networks
Create to servecustomers
+ prospects

@ShellyKramer
@MarketingProfs

@ShellyKramer
@MarketingProfs

@ShellyKramer
@MarketingProfs

@ShellyKramer
@MarketingProfs

@ShellyKramer
@MarketingProfs
Restaurant Mobile Trends 2014

@ShellyKramer
@MarketingProfs
Customers are turning to search to find nearby
restaurants

@ShellyKramer
@MarketingProfs
Diners are interested in mobile ordering

@ShellyKramer
@MarketingProfs
Mobile rewards program are on the rise

@ShellyKramer
@MarketingProfs
Ways To Use Mobile Marketing To Reach Customers
1. Mobile coupons
2. Meal Specials
3. Table Availability Notifications
4. Birthday Reminders
5. Raffles

@ShellyKramer
@MarketingProfs
Content Best Practices
Be human, act like you do IRL.
Look the same, all across the web.
Remember that you get what you give.
Provide value.
Don’t be afraid of fun.
Quit marketing.
Don’t be a jerk.

@ShellyKramer
@MarketingProfs
How do I know if it’s working?
DATA is KEY

@ShellyKramer
@MarketingProfs
Monitor Your Data Regularly

@ShellyKramer
@MarketingProfs
Let Data Show You What Works

Success With Content?
Be Useful.
Don’t sell. Don’t be an egomaniac. Don’t bore.
Act like a person, not a faceless corporate entity.
Stalk + emulate.
Create content that’s worth reading – focus on
delivering value.
Curate content that further serves your audience.
Never underestimate the power of a smile.
Understand the importance of connecting social
to business initiatives.

Community Management
They call it “Community Management”
for a reason.
Posting is advertising.
Community building takes more than
a schedule-it-and-forget-it mentality.

@ShellyKramer
@MarketingProfs
You have to know how to tell a great
story, genuinely like people, pay
attention to them, and regularly deliver
content that keeps them coming back
for more. Technology can help, but it
can’t do it all.
Be human. Because you are.

@ShellyKramer
@MarketingProfs
Website Traffic
Followers/Friends/Fans
Most Popular Social Content
Shares of Content, Conversations
Facebook Insights
Coupon Redemption
SALES
Ways To Measure Success

@ShellyKramer
@MarketingProfs
Test
Measure
Tweak
Test
Measure
Tweak
You get it ….
There’s only one way to get there…

@ShellyKramer @MarketingProfs
“It is not the strongest of the
species that survives, nor the
most intelligent that survives.
It is the one that is the most
adaptable to change.”
- Charles Darwin

@ShellyKramer
@MarketingProfs
Everybody thinks they can do it.
They’re mostly wrong.

@ShellyKramer
@MarketingProfs
Key to Success?
Quit thinking about you and
start thinking about them.

Here’s How to Stalk Us
Shelly@V3im.com
www.v3im.com
Facebook.com/ShellyKramer
Twitter.com/ShellyKramer
ShellyKramer
/in/ShellyDeMotteKramer
AnnHandley.com
Co-Author, Content Rules
Facebook.com/AnnHandley
Twitter.com/AnnHandley
Ann Handley
/in/Ann Handley
@ShellyKramer
@MarketingProfs@MarketingProfs
@ShellyKramer