Using Facebook To Promote Your Food-related Business


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Presentation given to businesses in the Bastrop Culinary District on July 10 and 23, 2014.

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  • Can help reach a different demographic – one that doesn’t respond to traditional advertising (no newspapers – can get news on your phone)

    SEO = getting found online

    Viral = now people will tell friends in a more public way
  • You need to be able to describe the value proposition of your event in one sentence. Like a mission statement, but not too mission statement-y. What’s the one thing that makes you unique? With Zappos’s it’s not the shoes, it’s their customer service.

    2. a. Generate sales – using social media to create first-time customers and drive repeat business
    2. b. Brand enthusiasm – turning customers into fans
    2. c. Loyalty – building long-lasting relationships

    Some of your audience has never heard about you. Others are raving fans. Who are you trying to reach? This matters because your messages to these diverse groups will be very different.
    a. awareness – they may have heard something about you
    b. interest – heard about you, visited your website, no purchases
    c. action – they’ve made a single purchase
    d. advocacy – fans of the brand, told friends, frequent/repeat purchases
  • Knowing how your audience behaves within social media is critical. This will help you select the social media channels you use, and the types of promotions you run. Are they creators, joiners, critics, or merely spectators?

    Who from your organization will be the one “talking” in social media? One person, a team? Figure it out in advance and get buy in from those who will be doing it.

    Which social media tools/channels (Facebook, Twitter, YouTube, etc.) are the best ones for your organization AND your audience?

    People love social media. Why? Because they can develop relationships with a brand. Those brands that sound like real people, anyway. You have to put a “face” on your brand. What’s your voice? Fun, urban, folksy?

    Whatever you choose to measure, make sure it ties back to your goals and objectives. Before you start, establish some baseline metrics so that you have some things to compare. We’ll talk some more about measurement in just a minute.

    Sit in a room with your team and some flip charts. Go through each of these questions until you have answers for them. This will become your strategy. Once it’s finessed, share it with your organization, your board, etc.
  • Social media works best when it is a component of an integrated marketing strategy, inclusive of advertising, public relations, etc. It should be a part of your marketing plans, not an island unto itself.
  • If Facebook is the primary place to find information about your business, the customer is then competing with everything else going on.
    Why am I here again?
    1. Hello! Friends I haven’t talked to in a long time.
    2. Ooh! A notification! I wonder what that is …
    3. And then there’s branding. You can only brand yourself to the extent that Facebook (or any other social media site) will let you.
  • Integrating your social media channels into your website can …
    Give you the potential to be “seen” in a broader community
    Keep customers up to date
    Share real time information with customers
    Help portray your business as “active”.

  • Make it crystal clear. Tell visitors to your site what you want them to do.
  • Using Facebook To Promote Your Food-related Business

    1. 1. Facebook July 10, 2014 Using To Promote Your Food-Related Business
    2. 2. Get these slides here::
    3. 3. Agenda Social media review Social media strategy Facebook 101 Social / website integration Facebook 201 Live Demos & Set Up Q&A
    4. 4. Social Media Review
    5. 5. Photo: erinjpattison Social media is FREE!
    6. 6. Benefits of Social Media • It’s FREE! • Builds deeper relationships • Increases brand awareness • Broadens your network • Helps SEO • Increases website traffic • Generates leads and sales • Can help reach journalists/media • Empowers fans to be viral ambassadors for your brand Source: Social Media for Tourism Pros
    7. 7. Social Media Strategy Photo: davidkjelkerud
    8. 8. First, Some Questions 1. Can you describe your business/organization? 2. What are your goals? a. Generate sales b. Brand enthusiasm c. Loyalty 3. What is your relationship with your audience? a. Awareness b. Interest c. Action d. Advocacy Source: Jay Baer (
    9. 9. More Questions 4. How does your audience use social media? 5. Who will be your community managers? 6. What social media platforms will you use? (Hint: Where is your audience?) 7. How will you be human (what is your “voice”)? 8. How will you know when/if you’re successful? Source: Jay Baer (
    10. 10. Do You Need a Social Media Policy? • Maybe. Just keep these basics in mind: – Be polite – Be honest – Be open – Be inclusive – Be forthright – Be legal – Be helpful – Don’t try to control the conversation – Accept, respond, and be gracious to negative feedback Source: The Potluck Guide To Social Media Strategy
    11. 11. Social Media Don’ts • Don’t be something you’re not • Don’t experiment with the company logo • Don’t think you have to be on every social media channel • Don’t tell, show • Don’t feed Facebook to Twitter (or vice versa) • Be authentic • Try new things with personal accounts first • Start slow and be selective • Use images whenever possible • Know your audience and post accordingly
    12. 12. Remember: Social media is not an island. Photo: lisbokt
    13. 13. Facebook 101
    14. 14. What Is Facebook? • Social networking service that allows users to connect to friends and businesses • Share content, links, photos, and videos • Comment on others’ activity • Remember: Personal profiles are for people, not businesses. Develop a fan page instead.
    15. 15. Facebook Stats • Over 1.2 billion active users • Average user is connected to 40 pages • Smartphone mobile users check Facebook an average of 13.8 times a day • 751 million users access Facebook from a mobile device Source: IDC;
    16. 16. Facebook Stats • Average number of connections between local business pages and users is 2 billion • Average number of weekly local business page views is 645 million • Average number of weekly comments on local business pages is 13 million Source: IDC;
    17. 17. Facebook Benefits to Biz • Low cost • Engage with fans of your business page • Fans receive your updates and can upload comments, photos, and video • When fans engage you on your page, their activity shows up in the News Feeds of their friends – This can prompt others to check out your page and your business!
    18. 18. Facebook Benefits to Biz • Can incorporate content from other social media platforms – Ex: blog posts, updates from Twitter, photos from Instagram, videos from YouTube, location-based apps (Foursquare), etc. • Targeted advertising opportunities (cheap too!)
    19. 19. Is Facebook Right for You? • 67% of Internet users are on Facebook • 72% of women use Facebook vs 62% of men • Ages 18-29 = 86% • Ages 30-49 = 73% • Ages 50-64 = 57% • Ages 65+ = 35% Source: Pew Research Center;
    20. 20. Cover Photo Profile Photo Like Button
    21. 21. Bio
    22. 22. Contact Info
    23. 23. Apps
    24. 24. Composer Pinned Post Page Features
    25. 25. Admin Panel
    26. 26. Grow Your Fanbase Find Helpful Resources Admin Panel
    27. 27. View Page Insights
    28. 28. Manage Page Settings
    29. 29. Understanding Insights
    30. 30. Understanding Insights
    31. 31. Understanding Insights
    32. 32. Understanding Insights
    33. 33. Understanding Insights
    34. 34. Facebook Offers • Affordable and great for brand awareness • Spent $3.70 and drove over $200 in business • 102 offers claimed/5 redeemed • Redemption rate on this offer was low • Ask your community to share! Source: Doe’s Eat Place
    35. 35. Facebook Offers Source: Doe’s Eat Place
    36. 36. Facebook Boosted Posts Source: Visit Bloomington
    37. 37. Facebook Boosted Posts Source: Visit Bloomington
    38. 38. Facebook Cover Photo as Advertising Source: Bass Performance Hall Text can be no more than 20%
    39. 39. Facebook Cover Photo as Advertising Source: Mari Smith
    40. 40. Scheduling
    41. 41. Scheduling on Facebook 1 2
    42. 42. Scheduling on Facebook 4 3
    43. 43. Scheduling on Facebook 5
    44. 44. Facebook Page Setup
    45. 45. Facebook Page Use
    46. 46. Facebook Page Use 1. Page layout and elements 2. Write a status update 3. Add photos, links, and videos to status updates 4. Uploading photos and creating albums 5. Create events
    47. 47. Facebook Page Use 1. Finding fans 2. Posting content a) Photos b) Videos c) Links d) Asking questions 3. Tagging other pages 4. Sharing posts 5. Pinning posts 6. Highlighting posts 7. Using Facebook as your page a) Liking other business pages b) Home feed usage (liking and commenting)
    48. 48. Integrate Social with Web From this …
    49. 49. Integrate Social with Web … to this …
    50. 50. Integrate Social with Web … to this.
    51. 51. Use Calls to Action
    52. 52. Content Really Is King • Put contact info on EVERY PAGE • Use easy navigation • Keep content current • Use high-quality content (including photos and video) • Add calls to action
    53. 53. Facebook 201
    54. 54. Content Is King Visual Content Is Ruler of the World • Videos shared 12x more than links and text posts combined • Photos are liked 2x more than text updates • Instagram is the 2nd most popular app (globally) behind Facebook • Pinterest generates more referral traffic than Google+, LinkedIn, and YouTube combined Sources: HubSpot; Marketing Land
    55. 55. Visit Fargo-Moorhead Visual Content Integration Source: Fargo-Moorhead CVB
    56. 56. Visit Fargo-Moorhead Visual Content - Instagram Source: Fargo-Moorhead CVB
    57. 57. Savannah Craft Brew Festival iPhone Photos Source: Visit Savannah
    58. 58. Facebook Groups
    59. 59. Tourism industry partners group
    60. 60. Facebook Advertising Opportunities
    61. 61. Facebook Advertising Pro Tip: BE SPECIFIC
    62. 62. Facebook Advertising
    63. 63. Facebook Advertising Best Practices Include a call to action. Combat ad fatigue. Source:
    64. 64. Facebook Advertising Best Practices Put important content first. Identify your target audience. Source:
    65. 65. Facebook Advertising Best Practices Boost important posts. Use Facebook Offers. Source:
    66. 66. Facebook Advertising Best Practices Give people something to say. Use high quality photos. Source:
    67. 67. What Do You Want To Try?
    68. 68. Can I Help? Call Me!
    69. 69. Follow Me @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC 512.914.8873