The social media strategy aims to activate evangelists to introduce new customers to Skyline Chili in travel markets like Louisville. It will identify influential conversations, people, communities and events in Louisville. One idea is to challenge the newly crowned state football champion Central High School players to a Skyline Chili eating contest, create a video and promote it through outlets like the teams' Facebook pages and local blogs to immerse Skyline Chili in local conversations. SociaLink will leverage social media and trending topics to give people in Louisville a reason to talk about Skyline Chili.

1. Social Media Strategy
December 8, 2010
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2. Social Media Marke0ng
Goal: To ac0vate evangelists to introduce new
customers to Skyline Chili in travel markets
• In Cincinna@, there is already a substan@al amount of
online conversa@ons happening about Skyline Chili
• In travel markets, we need to create and encourage
conversa@ons. Before doing that, we need to learn
exactly what people are talking about in that specific
market
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3. Test: Louisville
We have iden@fied the following 5 as examples of
influen@al conversa@ons, people, communi@es and
events in Louisville:
• State High School Football Championship
• Louisville Cardinals Athle@cs
• SMC Louisville
• Downtown Holiday Ar@san Market
• HullabaLOU Music Fes@val
SociaLink Media | socialinkmedia.com | 612.293.6498 3

4. State High School Football Championship
• The newly crowned state champion Central High School
football team has been a focal point of conversa@ons online
since their run to the championship
• To stay relevant in Louisville, SociaLink will help immerse
Skyline into these conversa@ons
SociaLink Media | socialinkmedia.com | 612.293.6498 4

5. Skylines Par0cipa0on
Idea: Challenge Players to an Eat‐Off
• Create a video of the event
• Promote the video through the following example outlets:
Audience Channel
Skyline Chili Fans Skyline’s Facebook and Twier Page
Central High School Fans and Alumni Central High School Facebook Page
Louisville High School Football Fans Louisville Sports Blogs
Louisville Food Fans Louisville Food Blogs
City of Louisville Fans City of Louisville Blogs and Twier Feeds
SociaLink Media | socialinkmedia.com | 612.293.6498 5

6. Immersing Skyline
Leveraging social media outlets and local trending
topics, SociaLink will give the people of Louisville a
reason to talk about Skyline Chili
SociaLink Media | socialinkmedia.com | 612.293.6498 6

7. Immersing Skyline
Leveraging social media outlets and local trending
topics, SociaLink will give the people of Louisville a
reason to talk about Skyline Chili
SociaLink Media | socialinkmedia.com | 612.293.6498 6

8. Plan of Ac0on
Listen
Strategize
Implement
Measure
SociaLink Media | socialinkmedia.com | 612.293.6498 7