Slides from my presentation at the 2012 IACP Annual Conference.

1. +
Social Media – You Don’t
Have to Do it All
Natanya Anderson
Director, Social Media, Whole Foods Market
President, Austin Food Blogger Alliance
@natanyap

2. +
What to Expect Today
 Creating a social media plan that’s just right
 Examples of great culinary-focused social media in the wild
 Q&A

3. +
But first…
A reality check

4. Fact: You can’t do it all in social media.
Don’t believe me?

7. +
Your just right approach to
social media

8. +
The Six Million Dollar Questions
 WHY do I want to do this social thing anyway?
 WHO is my audience?
 WHERE do they connect online?
 WHAT does my audience like to do in social networks?
 WHAT does it take to participate in each of these networks?
 Given all of this, WHICH combination of channels is right for
me?

9. +
Why be social anyway?
250 million messages are “tweeted”
each day
6 billion photos are uploaded to
Facebook each month
10 pictures per second are uploaded
to Instagram
Users 55+ are driving the growth of
social via mobile networks

10. +
But what are your business
objectives?
 Create awareness of a product or service
 Build personal brand
 Connect with current and potential customers
 Enter a new market
 Drive traffic to an online store
 Differentiate yourself in a crowded space
 All of the above?

11. +
Who is Your Audience & What
Social Networks Do They Like?
 Gender
 Age
 Education
 Income
 Priorities
 Passions
 Preferences

12. +
What Is Your Audience Doing in
Social?

13. When in doubt, ask!

14. +
The Hairiest Question: What
Does it Take to Be Social?

15. +
Secrets to Success in Any Social
Channel
Give people a reason to
spend their precious time
Stand Out connecting with you
Create compelling social
content Engage
Create Engage for the long run to
Community turn tweets and likes into an
extended relationship

16. +
Consistency is King

17. +
Facebook
 What It’s Good For
 Establishing personal brand
 Spreading content which can lead to new customers
and/or brand awareness
 Building loyalty and establishing differentiation
 Stand Out
 Page name and visuals to show what unique
experiences you’ll bring
 Build awareness through other channels
 Test ads
 Engage & Build Community
 Fun and interesting content (not just yours)
 Photos
 Videos
 Polls and questions
 What it takes: ~30 min per day
 Post 1-2 times daily, 5 min each
 Respond to comments 3-4 time daily, 5-10 min each

18. +
Twitter
 What it’s Good For
 Building brand awareness
 Driving traffic to other digital content
 Expanding your customer base
 Stand Out
 Follow and retweet
 Search and celebrate
 Build awareness through other channels
 Engage & Build Community
 Tips and tricks
 Photos
 Twitter chats
 Hashtags and memes
 Create a real-time view of your world
 What it takes: ~60 minutes per day
 Post unique content 3-4 times/day, 5 min each
 Retweet, respond, connect 3-4 times/day, 5-10 min each
 Participate in weekly events 1-2 times/month, 60 minutes
each

19. +
Instagram
 What It’s Good For
 Establishing your brand and expertise
 Providing a different view of your skills
 Connecting with new audiences
 Stand Out
 Get creative!
 Be casual
 Find your unique point of view
 Engage & Build Community
 Make new connections
 Like and comment
 Join hashtag events and mems
 What it takes: 5-10 minutes per day
 Post 4-5 times/week as it strikes your
fancy, 4 min/each

20. +
Pinterest
 What It’s Good For
 Highlighting your expertise and passions
 Driving traffic to existing digital content
 Finding new customers
 Stand Out
 Focus on others, with a bit of yourself sprinkled in
 Pin from unique and interesting sources
 Provide a unique POV; become a trusted curator
 Search and celebrate
 Build awareness through other channels
 Engage & Build Community
 Re-pin
 Comment
 Encourage passions
 What it takes: ~15 min/per day
 Post and comment sessions 3-4 times per week, 15-
30 minutes each

21. +
Blogs: Text, Video, and Photos – Oh My!
 What It’s Good For
 Create a digital destination all your own to showcase
your brand and expertise
 Extend the scope of your brand
 Provide a home for all of your other social channels to
point to
 Stand Out
 Find a unique POV
 Tell stories you aren’t telling in other places or ways
 Be fun and helpful
 Mix media – many people don’t read as much as they
used to
 Engage & Build Community
 Comment on other blogs
 Respond to comments on your post
 Celebrate others
 What it takes: ~6-12 hours per week
 Post 2-3 times/week, 2-3 hours each (or longer)
 Review comments each day, 5-10 minutes each
 Comment on other blogs 2-3 times/week, 30 minutes
each

22. +
A Few More for Good Measure
Examples Who & Why Key to Success Time
Reviews • Foodspotting • Any food • Regular • 1-3 min/dish
• Yelp expert posting • 5-10
• Urbanspoon • Build personal • Follow others min/review
brand • Comment &
engage
Location • Foursqure • Brick & mortar • Rewards for • 15 min/setup
• Facebook businesses regular visitors • 5-10 min/week
Places • Build loyalty • Publicize to review
Professional • LinkedIn • B2B • Maintain • 60 min/setup
Networking • Expand updated • 15 min/month
customer profile maintenance
base • Participate in • 5-15 min/week
• Network discussions particiaption
• Connect

23. +
A Word About Cross-Posting
NOT ALL SOCIAL NETWORKS ARE THE SAME!
 The Good  The Not so Good
 Instagram auto-post to Facebook and  Facebook to Twitter auto-
Twitter
feeds
 Links to blog posts from Facebook
and Twitter  Pinterest pin auto-feeds
 Don’t auto-feed, take the time to  Blog post to Facebook and
create a unique teaser Twitter auto-feeds
 Videos from YouTube or Vimeo to
Facebook and Twitter  Twitter status to Linked in
 Pinterest auto-feed
 Auto-feed pins and boards you’re
following to Facebook
 Mentions of specific board with
links in Twitter
 Blog posts to LinkedIn

24. +
The Magic Formula
Your
Your goals
audience
Your
time &
comfort
Your plan

25. +
Social in the Wild, Q&A