A Simple Facebook Marketing Guide for Food and Beverage Brands

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In this simple Facebook marketing guide for Food and Beverage brands, you'll find the following:

1. How to audit your Facebook Page in 20 seconds
2. How to assess your current situation
3. How to set a solid Facebook marketing strategy and calendar
4. Which promotions to run for your objectives
5. Examples and case studies from savvy non profits
6. Tips and best practices for success

From Strutta, your 'Enter to Win' contest and social media promotion experts. Facebook Preferred Marketing Developers.

Published in: Marketing, Food, Business

A Simple Facebook Marketing Guide for Food and Beverage Brands

  1. 1. de for ngg ui ar k eti N D S p le m R A a sim V B D E & B O O K F O O C E B N F A O Tina Hoang | Communications Manager - Strutta | @t1nahWednesday, 27 February, 13
  2. 2. CONTENTS 3 13 19 1 2 3 THE 20 SEC. ASSESSING THE SETTING YOUR FB PAGE AUDIT SITUATION STRATEGY 24 35 39 4 5 6 YOUR FIRST EXAMPLES AND TIPS AND BEST PROMOTIONS CASE STUDIES PRACTICESWednesday, 27 February, 13
  3. 3. 1 THE 20 SEC. FB PAGE AUDITWednesday, 27 February, 13
  4. 4. When your Facebook Page is set up properly, people who are searching for your products or services find you and people who are interested in what you have to say like and recommend you. Check for these 5 things on your Page to make sure that you’re set up for success.Wednesday, 27 February, 13
  5. 5. :02 :03 THE 20 SEC. Do you have a Do you have FACEBOOK Facebook strong profile & PAGE AUDIT username? cover photos? Get a username See the guidelines :05 :05 :05 Is your basic info Does your Page Are you telling complete and look good? your story? accurate? Learn Page basics Timeline details and tips About MilestonesWednesday, 27 February, 13
  6. 6. :02 If you don’t have a username on Facebook yet, create one that is consistent across all of your Do you have a social media channels (Twitter, YouTube, LinkedIn, Pinterest, Instagram, etc) if possible to Facebook make it super easy for people to find you on username? their favorite social networks. Note that you need at least 25 fans to get a username. Secure yours as soon as possible! facebook.com/strutta username facebook.com/pages/strutta/14560640014 defaultWednesday, 27 February, 13
  7. 7. :03 Do you have strong profile & cover photos? These two elements are the first things people see when they visit your page so you want to make a strong impact to compel them to stay on your Page and interact with you. At a glance, do you get a good sense of what your organization is about? Use a logo as your profile picture (180 x 180 px) or something that most people would identify as belonging to your brand and upload a cover photo (851 x 315 px) that captures the essence of your brand and showcases your community, product, service, or current promotion.Wednesday, 27 February, 13
  8. 8. Make sure your cover photo follows Facebook’s Page Guidelines! If you dont abide by the guidelines, you run the risk of getting your Page suspended by Facebook. Here’s a clever work-around to Facebook’s rule of no calls to action in cover photos - use arrows and other visual cues. Other don’ts: • Contact information or details that should go in your About section • Price or purchase information such as ‘40% off’Wednesday, 27 February, 13
  9. 9. :05 Is your basic info complete and accurate? Make sure your category and details are accurate and don’t forget to include your website, contact info, hours of operation and links to all of your social channels so people can discover your page when searching, explore your properties to learn more about you and connect with you without having to digging around. People are familiar with Facebook’s layout and often look up organizations on Facebook to get a quick snapshot what they’re about and to see if they’re active on other social channels. Don’t miss this opportunity to connect with people who are interested in your organization across the entire social web!Wednesday, 27 February, 13
  10. 10. :05 Scroll down your Page. Does it look Does your Page good to you? You don’t have to be a graphic designer to recognize a look good? visual appeal. Are you providing value through information, education or entertainment? Are you supporting links and ideas with photos, videos and other visual content? Rich media tends to draw attention more than simple text. According to Facebook, posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively.Wednesday, 27 February, 13
  11. 11. :05 Are you telling your story? Have you added milestones so people can see your company’s history, accomplishments and progress? When was your company founded? When did you franchise? When did you win your last industry award? Dont overlook this step as these details help to humanize your company and demonstrate your growth and leadership. Add photos if possible to help paint the picture.Wednesday, 27 February, 13
  12. 12. Your Facebook Page is now set up for success and ready to take on the world!Wednesday, 27 February, 13
  13. 13. 2 ASSESSING THE SITUATIONWednesday, 27 February, 13
  14. 14. BEFORE YOU JUMP IN, MAKE SURE YOU... 1. KNOW YOUR STORY 2. KNOW YOUR AUDIENCE 3. KNOW YOUR SITUATION AND GOALSWednesday, 27 February, 13
  15. 15. 1. KNOW YOUR STORY Why did you get started? What is your unique voice and identity? Are you Or are you a quirky little pop-up shop? How can you bring your story to life in a compelling, authentic, and personal way? Be true to your organization and develop your social media persona. For example, see MailChimp’s Voice and Tone guide.Wednesday, 27 February, 13
  16. 16. 2. KNOW YOUR AUDIENCE Who are your looking to connect with? How will they want to connect with you? What content will be important to them: fundraisers or volunteer events? Developing accurate user personas is an incredibly important practice. When you understand your target and look at your organization from their perspective, you can make stronger decisions in marketing, and create a much better user experience. If you need help with this, see Hubspot’s template for creating user personas.Wednesday, 27 February, 13
  17. 17. 3. KNOW YOUR SITUATION AND GOALS Analyze and summarize your current situation on Facebook. What’s your existing Facebook presence like? What are some stats on the current activity level and engagement on the Page? What are your competitors doing? What are your goals, strengths, weaknesses, opportunities and threats? Recognizing your current situation, defining and prioritizing your objectives and setting measurable goals will help you create a strong Facebook strategy.Wednesday, 27 February, 13
  18. 18. COMMON OBJECTIVES EXAMPLE GOALS 1. Get more people in the door! Book 5 large parties/events this month 2. Generate brand awareness Get 100 new fans this month 3. Increase fan engagement Get 20% more Likes on posts this week 4. Sell more premium or feature menu items 10% sales increase on premium menu items 5. Get more reviews & recommendations Get 10 reviews from customers today 6. Gain user data and insight Learn my community’s favorite local blog so I can place ads 7. Collect consumer generated content Get 20 photos from community for use in marketing materialsWednesday, 27 February, 13
  19. 19. 3 SETTING YOUR STRATEGYWednesday, 27 February, 13
  20. 20. YOU’RE ON THE RIGHT TRACK YOUR FACEBOOK PAGE IS SET UP FOR SUCCESS YOU KNOW YOUR STORY YOU HAVE IDENTIFIED YOUR AUDIENCE YOU HAVE DEFINED AND PRIORITIZED YOUR GOALS Now it’s time to tie it all together with a strategic action plan. Given your resources, map out a manageable plan and schedule.Wednesday, 27 February, 13
  21. 21. GIVEN YOUR RESOURCES, WHAT LEVEL OF ENGAGEMENT CAN YOU COMMIT TO? LEVEL 1: PRESENT BUT REACTIVE LEVEL 2: ACTIVE, INFORMATIVE & “INFOTAINING” LEVEL 3: ENGAGING, EDUCATIONAL & ENTERTAINING Who will manage Facebook? How much time do you have to spend on social media activities? How often will you post? What upcoming events and partners can you tie promotions to?Wednesday, 27 February, 13
  22. 22. LEVEL 1: PRESENT BUT REACTIVE You have set up your Page for success but you don’t have the resources to be active on Facebook. You appreciate the value of social media and reply quickly to questions and messages received. Your community knows that they can connect with you on Facebook as needed. LEVEL 2: ACTIVE, INFORMATIVE & “INFOTAINING” You’re set up for success, you know what’s going on in your industry and community and share selective content on Facebook at least 1 to 2 times per week. Your community knows that when you share something, it’s worth sharing. LEVEL 3: ENGAGING, EDUCATIONAL & ENTERTAINING You’re set up for success and engage daily on Facebook with your community. You’re an industry leader and you’re all about community connections. Your community looks to you for the latest news, events, diversions and fun.Wednesday, 27 February, 13
  23. 23. Your Facebook strategy should take into account everything we’ve covered so far and have a healthy mix of content and promotions. Create a plan for Facebook within your social media plan and schedule - and stick to it! Here’s a sample social media plan template from Marketo and here’s a sample editorial calendar from CMI.Wednesday, 27 February, 13
  24. 24. 4 YOUR FIRST PROMOTIONSWednesday, 27 February, 13
  25. 25. Work with a Facebook Preferred Developer like Strutta for your promotions and apps to make sure your Page is in the clear. Facebook’s Facebooks official Page guidelines includes an entire section on what’s OK and not OK for promotions. If you’re responsible for strategy or content for a Facebook Page, you need to be familiar with these guidelines. Believe it or not, Facebook has a team dedicated to monitoring and enforcing these policies, and they are known to suspend Pages that don’t follow the rules.Wednesday, 27 February, 13
  26. 26. GO FOR IT! No matter what your level of engagement, we recommend getting HIGH your Facebook Page started with always- on apps like a Welcome Page with your NT full menu, Twitter and YouTube apps... VIDEO ME BA CONTEST GE then work your way up the pyramid of R RIE GA R EN promotions. TO PHOTO CONTEST ER EN UM TR NS Y TEXT SUBMISSION CO Start with quick, simple promotions with a (RECIPE, ESSAY, ETC) low barrier to entry to generate interest BASIC FORM “SWEEPSTAKES” (like a polls and sweepstakes) and graduate to more complex and involved LOW promotions (like photo and video contests) as you grow your audience and engagement levels.Wednesday, 27 February, 13
  27. 27. YOUR EVERYDAY ENGAGEMENT APPSWednesday, 27 February, 13
  28. 28. Create a warm and inviting entry that showcases your best branded content and draws customers in a Welcome Page. Whether you want to highlight your products, upcoming events and promotions, or share your best content, our DIY builder gives you the freedom to design, edit and launch branded apps to help you reach your goals. Learn more. COMMON OBJECTIVES FACEBOOK APP IDEAS Sell more premium or feature menu items Advertise your daily deals, full menu and current featured items Celebrate your “Bartender of the Week”, Generate brand awareness “Customer of the Week” or share tweets Share customer feedback and link to Get more reviews & recommendations review sites like Yelp and Urban SpoonWednesday, 27 February, 13
  29. 29. Show off your favorite videos, photos and content from all over the social web to increase exposure, views and and likes with a Media Gallery. You can create a single app for each of your social channels such as a Pinterest page or an all-in-one gallery that highlights your top videos, photos and pins. Learn more. COMMON OBJECTIVES FACEBOOK APP IDEAS Generate brand awareness Promote your latest videos on YouTube and Vimeo Invite fans to join you on Instagram and Increase fan engagement showcase your picsWednesday, 27 February, 13
  30. 30. Everyone likes a good deal. If you want to boost engagement, coupons are one of the best ways to drive traffic to your site, generate leads and increase sales. In an instant, you can reward fans and convert them into paying customers. Since our coupons have a unique tracking code, you can easily measure the success of each promotion and test new offers to enhance response rates. Learn more. COMMON OBJECTIVES FACEBOOK APP IDEAS Create a sense of urgency with a limited Get more people in the door! time coupon offer Sell more premium or feature menu items Offer an exclusive deal to your Facebook fans on selected menu items Gain user data and insight Collect information in exchange for a deal or couponWednesday, 27 February, 13
  31. 31. If you are looking for more insight than what you can gather from a basic poll, our form is the perfect application. Collect valuable and useful data on prospective customers, increase sign-ups and encourage Likes. Learn more. COMMON OBJECTIVES FACEBOOK APP IDEAS Generate brand awareness Partner with a brand or event and do a fan-only sweepstakes or giveaway Gain user data and insight Collect customer comments and feedbackWednesday, 27 February, 13
  32. 32. Need feedback on that new logo? Wondering which product feature you should roll out next? Poll your fans and find out what your community really thinks using our customizable voting gallery app. Photos and videos are more engaging than text and a great way to attract the attention of your fans. Upload content and invite your audience to vote for their favorites. Learn more. COMMON OBJECTIVES FACEBOOK APP IDEAS Generate brand awareness Fan-gate a VIP customer of the month campaign Have your community vote up ideas for Increase fan engagement your next featured cocktail Gain user data and insight Get to know what your community likes and dislikes through pollsWednesday, 27 February, 13
  33. 33. YOUR NEXT LEVEL PROMOTIONS APPS LEARN MORE LEARN MORE 33Wednesday, 27 February, 13
  34. 34. 5 EXAMPLES AND CASE STUDIESWednesday, 27 February, 13
  35. 35. THOUGHT FOR FOOD Thought for Food, a program developed to inspire new ideas and bold approaches to tackle the worlds food issues, used Struttas Contest App house the TFF Challenge 2012 and a Welcome Page to showcase finalists on their Facebook Page.Wednesday, 27 February, 13
  36. 36. VEGA “Get Energized Photo Contest” Goal: Increase brand awareness HUNDREDS OF ENTRIES SUBMITTED OVER 22,000 VOTES CAST NEARLY 70,000 UNIQUE VISITORS 36Wednesday, 27 February, 13
  37. 37. CULVER’S “Hometown Heroes” Contest Goal: Build customer loyalty LOCAL FRANCHISE DRIVEN MORE THAN 1,000 STORIES SHARED 60% MORE VISITS DUE TO SOCIAL SHARING 37Wednesday, 27 February, 13
  38. 38. MORE CONTEST AND SWEEPSTAKES IDEAS See how top brands in food and beverage are using social media and sharable content to connect with their customers and nurture brand loyalty in this blog post. 38Wednesday, 27 February, 13
  39. 39. Log in at strutta.com to test drive our Facebook marketing apps for free Go to Dashboard to build and manage your promotions Go to Settings to manage your account and subscriptionWednesday, 27 February, 13
  40. 40. 6 TIPS AND BEST PRACTICESWednesday, 27 February, 13
  41. 41. BUILDING YOUR FAN BASE Grow your audience by making Facebook a core part of your online and offline presence. 1. START WITH WHO YOU KNOW 2. LEVERAGE YOUR EXISTING ASSETS & CHANNELS 3. CROSS-PROMOTE TO REACH MORE PEOPLE 4. RUN ADS AND SPONSORED STORIESWednesday, 27 February, 13
  42. 42. THE BASICS OF POSTING • Stick to your voice and persona • Post succinct messages (100 - 250 characters see 60%+ more likes, comments and shares) • Post regularly as per your calendar (Facebook recommends posting at least once or twice per week and at optimal times) • Include a photo album, a picture or a video in your posts (they generate about 180%, 120%, and 100% more engagement than the average post, respectively)Wednesday, 27 February, 13
  43. 43. SIX TIPS TO HELP YOU CONNECT + ENGAGE 1 BE PERSONAL AND CONVERSATIONAL Use a first person voice and get your audience involved with open-ended questions 2 SHARE CONTENT WORTH SHARING Post exclusive and curated content, breaking news, and positive stories 3 SPREAD THE WORD Include your Page username (fb.com/username) in your emails, newsletters and marketing collateral 4 USE VISUALS Photos and videos in status updates to draw attention and increase engagement 5 BE ACTIVE IN YOUR COMMUNITY Give back to supporters and partners by highlighting their content and tagging them in posts 6 EXTEND FACEBOOK TO YOUR SITE Provide engaging social experiences on your blog or website and use Facebook’s pluginsWednesday, 27 February, 13
  44. 44. LEARN & GROW: METRICS TO MEASURE Total number of fans Overall engagement rate Other page-level, post-level and advertising metrics What day of the week most people visit? Which posts were the most engaging? Benchmark and improveWednesday, 27 February, 13
  45. 45. The great thing about marketing on Facebook (and social media) is that you can connect with your community, see results and collect feedback in real- time. Learn what works and what doesn’t work and continually improve. Deploy strategically. Test immediately. Adapt quickly. Have fun!Wednesday, 27 February, 13
  46. 46. FACEBOOK RESOURCES FOR FOOD & BEV Facebook Create a username for your Page Facebook Page and promotion guidelines Facebook Help Sample social media plan template Sample editorial calendar Strutta Set up your Page for a promotion Resources and FAQs Welcome Page Builder Guide Voting Gallery Builder Guide Media Gallery Builder Guide Coupon Builder Guide Mighty Apps Builder Guide Examples Top 10 Food and Beverage Contest IdeasWednesday, 27 February, 13
  47. 47. THANK YOU! let me know if you have any questions STRUTTA strutta.com | Facebook.com/strutta | @strutta | 1.877.477.5717 Tina Hoang | tina@strutta.com | Communications Manager | @t1nahWednesday, 27 February, 13

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