how a small business can use social media to beat big brands - great british chefs
Post on 18-Dec-2014
848 Views
Preview:
DESCRIPTION
TRANSCRIPT
How a small business
is using social media to beat big brands
Mecca Ibrahim
Head of Social Media
Great British Chefs
Presentation for Fresh Business Thinking LIVE - Mecca Ibrahim
GREAT BRITISH CHEFS
We celebrate and champion the best chefs across Britain - chefs who cook distinctive
food on a daily basis
www.greatbritishchefs.com
3 BIG PRODUCT LAUNCHES
• July: First app launched – Top 100 Apps Ever (Apps magazine )
• Nov: Website with over 300 recipes from 50 chefs
• Nov: Second app – “Feastive”
“ENGAGED” FACEBOOK FANS
Typical response to a post:
AND WE MEAN ENGAGED
CULTIVATE AND “BUY”
• It’s easier to cultivate & manage an existing community than create or “buy” a brand new one
LIVE WITHIN YOUR COMMUNITY
Social media is at heart of our site:
BE A GUEST IN THEIR SPACE
EMBRACE DIFFERENCE
• Focus on amplifiers: creators, critics, connectors• But appeal to the many: collectors & crowd members
ONE POST FOR DIFFERENT USERS
• Making it look good appeals to collectors, crowd members
• Making it worthy of sharing encourages connectors
• Opening up helps everyone particularly conversationalists, critics, creators, commericialists
THREE GOLDEN RULES
Make it look goodMake worthy of sharingOpen up conversations
MAKING QUESTIONS WORK
Use open questions that allow people to show off:
– How do you?– What would you?– Tell us how?– Could you share?– What are your secrets
for?
FINDING A COMMUNITY
Target. Experiment . Learn . Re-Target
IT’S A BIT LIKE GARDENING
• You can buy all the seeds you like, but the seeds will not grow if you don’t tend them
• Weed it to get rid of the trolls / disturbing people – tools in place to filter out really bad swear words
• Plan for growth & transplant – don’t rely entirely on Facebook, have other areas where your community can grow
ONE FINAL QUESTION
ARE YOU REALLY COOKING
THE USUAL TURKEY THIS CHRISTMAS?
top related