How to Turn Your Bakery into a Social Media Empire
Ultimately, you are looking for brand advocates, influencers, and consumers to share that central message— this is why it’s pivotal to really boil your brand down to its ultimate goal and vision. At your company’s core, what exactly are you bringing to market, and why should the consumer care?Rand, Paul M. (2013-09-23). Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business (p. 105). McGraw-Hill. Kindle Edition.
Brand fans. The most potent and influential advocates a brand can have. Brand fans are excited to talk about and share their love for a brand. Industry eminents. Influencers and thought leaders— often in a professional capacity— who have broad reach and impact over the perceptions and buying decisions of a category or industry. Peer influencers. Everyday people who have gained social credibility through their networks and have voiced particular interest or passion for a product, brand, or category. Determined detractors. People who— for whatever reason— criticize, attack, or are just vocal about their dislike for a brand. We will dig deeper into how this specific group can challenge any company and, in Chapter 12 , how to combat their negative influence.Rand, Paul M. (2013-09-23). Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business (p. 69). McGraw-Hill. Kindle Edition.
Running a social bakery
Harnessing the Power of
To Turn Your
2014 Upper Midwest Bakery Convention Feb. 23-24
Started in 2001
Software Developer, Program Manager & Process Coach
Iowa’s ONLY Cupcake Kiosk
Founded 2009 Opened Kiosk Nov. 2013
• 92% of respondents reported that a positive
recommendation from a friend, family
member, or someone they trust is the biggest
influence on whether they buy a product or
• 42% said they trusted radio advertising
• 58% said they trusted editorial content.
• 67% of consumers in another study reported
that seeing as few as three negative reviews
was enough for them to not buy a product or
Rand, Paul M. (2013-09-23). Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your
Business (Kindle Locations 339-343). McGraw-Hill. Kindle Edition.
Our Goal: A Completed Shareable Story Map
The additional points
and facts that “prove”
(2) How you company
leads the industry
(5) The market demand
or customer need for
What is the one takeaway I want
to ensure someone
recommends about my
(3) How is your company
is positioned to succeed
(6) What the market
expects from your
company and/ or your
(4) How your company is
positioned to fill a
specific market need
• Spend 90% of your time engaging with people
across your social networks.
• Informing them, entertaining them, educating
them, sharing with them, asking for their
input, and listening to them.
• You share things that are relevant to people
who are interested in your category—