The food and drinkconversationon the internet<br />How to be social<br />
What happened to the net?<br />It became democratic<br />Anybody could become a critic<br />People can say what they want ...
The new rules<br />You can’t control communications<br /> Internet communication policies needed<br /> Define who can say ...
9 million Australians interact through social media sites<br />Facebookdominates social media sites<br />Twitter records s...
9 million Australians interact through social media sites<br />9 out of 10 look to other users for recommendations<br />75...
 Focus on Facebook, Youtube, Twitter and Flickr<br />Source: Nielsen<br />
People are engaging with companies online<br />Source: Nielsen<br />
Restaurant review sites<br />
People power<br />
People power<br />
People are in general positive<br />
Restaurant review sites becoming more popular<br />
How come Earl is better rated than Gordon Ramsay?<br />
Urban Spoon aggregates old media reviews<br />
People say the service is bad<br />
How to handle criticism?<br />
The same goes on Twitter<br />
The next Twitter?<br />
The future is geolocation<br />
Geolocated special offers<br />
Special offers drive customers<br />
Integration with Twitter<br />
The crowd is here<br />
Real people give tips<br />
Partnership drives customers<br />
Make your website the hub<br />
Make it news focused<br />
Integrate with emails via RSS<br />
A website as a dynamic business tool<br />Auto tweet news to Twitter<br />Auto update Facebook<br />Flickr feed and galler...
How to start<br />Find your target market<br />Identify key blogs and websites<br />Read, watch and listen<br />Focus on a...
This means a feed<br />With Feedburner of Feedblitz you can monitor and turn it into emails<br />
So does RSS or ATOM mean a feed<br />
Monitoring tools<br />Feedreaders – Google Reader, Netvibes<br />Google and Yahoo! Alerts<br />Tweetdeck search and #hasht...
Play by the rules<br />Do not take what is not yours<br />Ask permission<br />Do not hard sell<br />Make it personal and c...
Do not take what is not yours<br />The rules on words and pictures are different to Youtube<br />It is better to ask permi...
Ask permission<br />Unsolicited emails are tiresome<br />“If you would prefer not to receive any more emails from us, plea...
How to comment<br />Keep it to the conversation in question<br />A link back to your page is okay<br />Don’t try and sell<...
Critics?<br />There are plenty of critics being mean<br />Take a deep breath first<br />Be polite but not patronising<br /...
Starting your campaign<br />Be committed. Don’t join the social media graveyard<br />Be flexible and look out for what is ...
Tag everything<br />Because you want to be found<br />Use online tools to optimise<br />Words<br />Pictures<br />Video<br />
Distribute<br />Make content available for download<br />Make content available through RSS feeds<br />Pictures, video, fa...
Monitor<br />The conversation<br />Feed subscribers<br />Google analytics<br />Twitter numbers<br />But do not be a slave ...
www.slideshare.net/tomatom<br />
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The food and drink conversation on the web

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How to start marketing food and drink businesses on the web.

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The food and drink conversation on the web

  1. 1. The food and drinkconversationon the internet<br />How to be social<br />
  2. 2. What happened to the net?<br />It became democratic<br />Anybody could become a critic<br />People can say what they want <br />Word of mouth rules<br />The old media are losing power<br />Huge opportunities to communicate direct<br />
  3. 3. The new rules<br />You can’t control communications<br /> Internet communication policies needed<br /> Define who can say what<br />Every communication must be identified with your company<br />No anonymous commenting<br />Show respect<br />Respond to positive and negative comments<br />
  4. 4. 9 million Australians interact through social media sites<br />Facebookdominates social media sites<br />Twitter records strongest growth in social media usage<br />Mobile social networking gaining traction<br />Source: Nielsen<br />
  5. 5. 9 million Australians interact through social media sites<br />9 out of 10 look to other users for recommendations<br />75% have visited Facebook<br />59% have a Facebook profile<br />Over 8 hours spent on Facebook each month<br />43% of online Australians own a Smartphone <br />26% of online Australians participated in mobile social networking<br />66% of mobile networkers are under 35 years old<br />Source: Nielsen<br />
  6. 6. Focus on Facebook, Youtube, Twitter and Flickr<br />Source: Nielsen<br />
  7. 7. People are engaging with companies online<br />Source: Nielsen<br />
  8. 8. Restaurant review sites<br />
  9. 9. People power<br />
  10. 10. People power<br />
  11. 11. People are in general positive<br />
  12. 12. Restaurant review sites becoming more popular<br />
  13. 13. How come Earl is better rated than Gordon Ramsay?<br />
  14. 14. Urban Spoon aggregates old media reviews<br />
  15. 15. People say the service is bad<br />
  16. 16. How to handle criticism?<br />
  17. 17. The same goes on Twitter<br />
  18. 18. The next Twitter?<br />
  19. 19. The future is geolocation<br />
  20. 20. Geolocated special offers<br />
  21. 21. Special offers drive customers<br />
  22. 22. Integration with Twitter<br />
  23. 23. The crowd is here<br />
  24. 24. Real people give tips<br />
  25. 25. Partnership drives customers<br />
  26. 26. Make your website the hub<br />
  27. 27. Make it news focused<br />
  28. 28. Integrate with emails via RSS<br />
  29. 29. A website as a dynamic business tool<br />Auto tweet news to Twitter<br />Auto update Facebook<br />Flickr feed and galleries<br />Youtube videos<br />Integrate email newsletter with RSS<br />Wordpress as a content management system<br />Comment enabled for feedback<br />Flash animation loses you valuable visitors<br />
  30. 30. How to start<br />Find your target market<br />Identify key blogs and websites<br />Read, watch and listen<br />Focus on a couple of key social media, for example<br />Facebook, Twitter, Youtube<br />Become part of the community<br />Understand feeds and distributed content<br />
  31. 31. This means a feed<br />With Feedburner of Feedblitz you can monitor and turn it into emails<br />
  32. 32. So does RSS or ATOM mean a feed<br />
  33. 33. Monitoring tools<br />Feedreaders – Google Reader, Netvibes<br />Google and Yahoo! Alerts<br />Tweetdeck search and #hashtags<br />Scout Labs<br />NeilsenBlogpulse<br />NeilsenBuzzmetrics<br />
  34. 34. Play by the rules<br />Do not take what is not yours<br />Ask permission<br />Do not hard sell<br />Make it personal and conversational<br />Don’t use corporate speak<br />Share and give<br />Credit sources, reply to comments and link back<br />
  35. 35. Do not take what is not yours<br />The rules on words and pictures are different to Youtube<br />It is better to ask permission for words and pictures<br />You don’t need to ask for Youtube<br />You can republish feeds but be careful how you do it<br />If you do it in the correct way, people may give you content for free<br />There needs to be a reward– kudos, traffic<br />
  36. 36. Ask permission<br />Unsolicited emails are tiresome<br />“If you would prefer not to receive any more emails from us, please let me know. Alternatively, if you visit this web form and let us know what kind of material you are interested in.”<br />
  37. 37. How to comment<br />Keep it to the conversation in question<br />A link back to your page is okay<br />Don’t try and sell<br />Subscribe to comment feeds to follow<br />Don’t be nasty<br />Remember it is somebody else’s space<br />
  38. 38. Critics?<br />There are plenty of critics being mean<br />Take a deep breath first<br />Be polite but not patronising<br />Be constructive<br />Your rude email will go viral<br />
  39. 39. Starting your campaign<br />Be committed. Don’t join the social media graveyard<br />Be flexible and look out for what is next<br />(Did you see Twitter coming?)<br />Profiles: tell us who you are<br />Use a conversational voice; not pre-approved statements<br />It may take time to establish credibility<br />
  40. 40. Tag everything<br />Because you want to be found<br />Use online tools to optimise<br />Words<br />Pictures<br />Video<br />
  41. 41. Distribute<br />Make content available for download<br />Make content available through RSS feeds<br />Pictures, video, facts<br />Use the web’s free (or cheap) distribution<br />Tubemogul – a single point to publish and monitor across Youtube, Metacafe, Vimeo, Myspace and more.<br />
  42. 42. Monitor<br />The conversation<br />Feed subscribers<br />Google analytics<br />Twitter numbers<br />But do not be a slave to statistics<br />
  43. 43. www.slideshare.net/tomatom<br />

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