Download - Social Media - You Don't Have to Do It All
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Social Media – You Don’t Have to Do it AllNatanya Anderson
Director, Social Media, Whole Foods MarketPresident, Austin Food Blogger Alliance@natanyap
+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
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But first…A reality check
Fact: You can’t do it all in social media.
Don’t believe me?
+Your just right approach to social media
+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?
+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
+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?
+Who is Your Audience & What Social Networks Do They Like?
Gender
Age
Education
Income
Priorities
Passions
Preferences
+What Is Your Audience Doing in Social?
When in doubt, ask!
+The Hairiest Question: What Does it Take to Be Social?
+Secrets to Success in Any Social Channel
Stand Out
Engage
Create Communit
y
Give people a reason to spend their precious time connecting with you
Create compelling social content
Engage for the long run to turn tweets and likes into an extended relationship
+Consistency is King
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
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
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
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
+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
+A Few More for Good Measure
Examples Who & Why Key to Success
Time
Reviews • Foodspotting
• Yelp• Urbanspoon
• Any food expert
• Build personal brand
• Regular posting
• Follow others
• Comment & engage
• 1-3 min/dish• 5-10
min/review
Location • Foursqure• Facebook
Places
• Brick & mortar businesses
• Build loyalty
• Rewards for regular visitors
• Publicize
• 15 min/setup
• 5-10 min/week to review
Professional Networking
• LinkedIn • B2B• Expand
customer base
• Network
• Maintain updated profile
• Participate in discussions
• Connect
• 60 min/setup
• 15 min/month maintenance
• 5-15 min/week particiaption
+A Word About Cross-PostingNOT ALL SOCIAL NETWORKS ARE THE SAME!
The Good Instagram auto-post to Facebook
and Twitter Links to blog posts from
Facebook and Twitter Don’t auto-feed, take the time
to create a unique teaser Videos from YouTube or Vimeo to
Facebook and Twitter Pinterest
Auto-feed pins and boards you’re following to Facebook
Mentions of specific board with links in Twitter
Blog posts to LinkedIn
The Not so Good Facebook to Twitter auto-
feeds Pinterest pin auto-feeds Blog post to Facebook
and Twitter auto-feeds Twitter status to Linked in
auto-feed
+The Magic Formula
Your plan
Your time & comfort
Your audienc
e
Your goals
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Social in the Wild, Q&A