Nobody Trusts You

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Are you prepared to implement a social media campaign to share information about your company’s food products and their attributes? Social media is forecasted to be one of the hottest strategic trends for 2009. This session will introduce you to the potential opportunities presented by social media, and enhance your ability to execute a social media campaign. Through a discussion of case studies, you’ll discover the dos and don’ts of this new approach to marketing.

Nobody Trusts You
and how to change that

Abi Jones
Editrix, Heat Eat Review
March 25, 2009  My Birthday!

Agenda
−A few things about me
−How Heat Eat Review started
−Nobody trusts you
−How to get people to trust you

2

Abi Jones is…
• Information Architect
• Food Writer
• Married, without kids
• A Human Being
• Addicted to Twitter  @jonesabi

3

How Heat Eat Review started…

http://flickr.com/photos/orinrobertjohn/500200103/

4

http://flickr.com/photos/willpalmer/142732994/

5

http://flickr.com/photos/atonal/125960941/

6

http://flickr.com/photos/sin_agua/124945917/

8

http://flickr.com/photos/drewleavy/3247357892/

9

http://flickr.com/photos/llemanie/1548293558/

10

http://flickr.com/photos/stevedinn/215960399/

11

http://icanhascheezburger.com/2007/10/22/dont-talk-to-me-i-hasnt-had-mah-coffee/

12

http://flickr.com/photos/transkamp/54371294/

13

http://flickr.com/photos/matthewfield/2306001896/ 14

Heat Eat Review is…
• A website with 3,000 unique visitors each weekday
• Featured in Real Simple Magazine, Washington Post, Pittsburgh
Post-Gazette and San Francisco Chronicle
• Over 30 writers contributing over 600 product reviews from over
80 brands
• Consistently in the top 3 Google results for products from Lean
Cuisine, Smart Ones, Stouffer’s, Amy’s Kitchen, Marie Callender,
Hungry-Man, Healthy Choice, Jimmy Dean, Banquet, Campbell’s
and Claim Jumper

15

People Trust Heat Eat Review
I started following this chick on Twitter and found
her site, its pretty cool. She isn’t the only one
who reviews frozen and instant meals so you
get a very unbiased opinion on these frozen
dinners. So next time your in the freezer section
and your wondering if that’s gonna taste
anywhere near as good as it looks on the box,
look no further.
http://jetgirl.wordpress.com/2009/02/25/huzzah/

16

People Don’t Trust Heat Eat Review

“You are crazy.
You rate Smart Ones
macaroni and cheese
a 5 and this a 0?!?!?!”

http://heateatreview.com/2007/08/01/celentano-eggplant-parmigiana/

17

People don’t like your website either.

http://twitter.com/hyrcan/status/1253802183

19

How do you get people to trust you?
• Be genuine.

• Have a human face.

• Use the right social media tools for you and your company.

21

Be Genuine

“Trust, in social media,
seems to blossom with
humility and selflessness.”
Michael
Coffey
http://darmano.typepad.com/logic_emotion/2009/02/professional-prism-of-trust.html

22

Communicate Authentically
Social media provides new ways to connect and interact with
people; and it is a powerful and important tool. There are hundreds of
dynamic applications that are improving the way we communicate,
work and live. But, it is just as important that we stand back from
time to time and focus as much on what we are saying as how we
are saying it. In the end, whether it's snail mail, email or Facebook,
my point is that it’s ultimately most important to communicate in a
meaningful way. Don't just fall in love with the tool. Fall back in love
with having real conversations.
- Mark McKinnon

http://www.thedailybeast.com/blogs-and-stories/2009-02-27/twitter-jumped-the-shark-this-week/full/
23

Have a Human Face

http://amyskitchen.com/about_us/our_people.php

24

Use the Right Tools

http://twitter.com/lkr/statuses/1136981019

25

Takeaways on Gaining Trust
• Be Genuine.
Transparency is essential. Lack of it will drive people away
and make them talk about you rather than with you.
• Have a Human Face.
Social media is interactive. It means conversation.
Conversations go two ways, not just one way.
• Use the Right Tools.
One size does not fit all.
Think about what you can support.

26

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Nobody Trusts You

1. Nobody Trusts You and how to change that Abi Jones Editrix, Heat Eat Review March 25, 2009  My Birthday!

2. Agenda −A few things about me −How Heat Eat Review started −Nobody trusts you −How to get people to trust you 2

3. Abi Jones is… • Information Architect • Food Writer • Married, without kids • A Human Being • Addicted to Twitter  @jonesabi 3

4. How Heat Eat Review started… http://flickr.com/photos/orinrobertjohn/500200103/ 4

5. http://flickr.com/photos/willpalmer/142732994/ 5

6. http://flickr.com/photos/atonal/125960941/ 6

7. 7

8. http://flickr.com/photos/sin_agua/124945917/ 8

9. http://flickr.com/photos/drewleavy/3247357892/ 9

10. http://flickr.com/photos/llemanie/1548293558/ 10

11. http://flickr.com/photos/stevedinn/215960399/ 11

12. http://icanhascheezburger.com/2007/10/22/dont-talk-to-me-i-hasnt-had-mah-coffee/ 12

13. http://flickr.com/photos/transkamp/54371294/ 13

14. http://flickr.com/photos/matthewfield/2306001896/ 14

15. Heat Eat Review is… • A website with 3,000 unique visitors each weekday • Featured in Real Simple Magazine, Washington Post, Pittsburgh Post-Gazette and San Francisco Chronicle • Over 30 writers contributing over 600 product reviews from over 80 brands • Consistently in the top 3 Google results for products from Lean Cuisine, Smart Ones, Stouffer’s, Amy’s Kitchen, Marie Callender, Hungry-Man, Healthy Choice, Jimmy Dean, Banquet, Campbell’s and Claim Jumper 15

16. People Trust Heat Eat Review I started following this chick on Twitter and found her site, its pretty cool. She isn’t the only one who reviews frozen and instant meals so you get a very unbiased opinion on these frozen dinners. So next time your in the freezer section and your wondering if that’s gonna taste anywhere near as good as it looks on the box, look no further. http://jetgirl.wordpress.com/2009/02/25/huzzah/ 16

17. People Don’t Trust Heat Eat Review “You are crazy. You rate Smart Ones macaroni and cheese a 5 and this a 0?!?!?!” http://heateatreview.com/2007/08/01/celentano-eggplant-parmigiana/ 17

18. Nobody listens to you. “I am noticing a trend in my own social media behavior: Human face  take notice Corporate logo  ignore.” Dave Gray, Founder and Chairman of XPLANE http://twitter.com/davegray/status/1269719511 18

19. People don’t like your website either. http://twitter.com/hyrcan/status/1253802183 19

20. Nobody Trusts You 20

21. How do you get people to trust you? • Be genuine. • Have a human face. • Use the right social media tools for you and your company. 21

22. Be Genuine “Trust, in social media, seems to blossom with humility and selflessness.” Michael Coffey http://darmano.typepad.com/logic_emotion/2009/02/professional-prism-of-trust.html 22

23. Communicate Authentically Social media provides new ways to connect and interact with people; and it is a powerful and important tool. There are hundreds of dynamic applications that are improving the way we communicate, work and live. But, it is just as important that we stand back from time to time and focus as much on what we are saying as how we are saying it. In the end, whether it's snail mail, email or Facebook, my point is that it’s ultimately most important to communicate in a meaningful way. Don't just fall in love with the tool. Fall back in love with having real conversations. - Mark McKinnon http://www.thedailybeast.com/blogs-and-stories/2009-02-27/twitter-jumped-the-shark-this-week/full/ 23

24. Have a Human Face http://amyskitchen.com/about_us/our_people.php 24

25. Use the Right Tools http://twitter.com/lkr/statuses/1136981019 25

26. Takeaways on Gaining Trust • Be Genuine. Transparency is essential. Lack of it will drive people away and make them talk about you rather than with you. • Have a Human Face. Social media is interactive. It means conversation. Conversations go two ways, not just one way. • Use the Right Tools. One size does not fit all. Think about what you can support. 26

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