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Vermont Specialty Food Association / Your Business’ Communication Strategy


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This is Nicole Ravlin's presentation as given at the Vermont Speciality Food Association's annual meeting.

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Vermont Specialty Food Association / Your Business’ Communication Strategy

  1. 1. Education & Membership MeetingMountain Top Inn, Chittenden, VTJune 6, 2013Your Business’Communication Strategy
  2. 2. Hi, there.© pmg public relations 2013I’m Nicole Ravlin from PMG Public
  3. 3. © pmg public relations 2013
  4. 4. Communications Strategy• What’s the ultimate goal?– Creating differentiated awareness?– Increasing revenue?• What actions do you need to take to achievethe goal?• How will you measure your efforts?• When is enough time to evaluate what you’redoing?© pmg public relations 2013
  5. 5. Facebook EdgeRankWhat is it: This is the algorithm that manages whatshows up in your personal news feed.Why it matters: The majority of your fans are probablynot seeing your updates.How can you make Facebook work harder for yourbrand: You have to spend money. You can do this bypromoting posts or ad campaigns. You should alsoincrease the amount of [smart] content you push.© pmg public relations 2013
  6. 6. But wait… there are so manypeople “talking about this”© pmg public relations 2013
  7. 7. Dividing the number of people ‘talking about this’ by thenumber of total likes on your page (and multiplying by 100), youend up with a percentage of total people engaging with yourbrand’s content.Facebook recommends between 12% and 25% as a healthynumber.© pmg public relations 2013
  8. 8. Bloggers =© pmg public relations 2013
  9. 9. © pmg public relations 2013
  10. 10. Understand the worth of the blogger,just like you would weight a mediaoutlet.© pmg public relations 2013
  11. 11. Conversation – and good PR – canhappen easily within a blog’scomment section. This is an underused arena.© pmg public relations 2013
  12. 12. B+B: Work with bloggers in ways that can be meaningful to the brand and the blog© pmg public relations 2013
  13. 13. © pmg public relations 2013Images.Useful Content.Links.
  14. 14. PR used to look like this…© pmg public relations 2013
  15. 15. Today it’s more like this…© pmg public relations 2013
  16. 16. Traditional Public Relations© pmg public relations 2013
  17. 17. Good marketing takes a mix ofapproaches.© pmg public relations 2013
  18. 18. thanks for your time.© pmg public relations