presentation to the mid-atlantic food and beverage expo on social media
DESCRIPTION
Presentation at a seminar on social media at the Mid-Atlantic Food and Beverage Expo in Baltimore.TRANSCRIPT
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Presented By: Paul Beaulieu President Harrison Marketing
Presented To: The Mid-Atlantic Food And Beverage ExpoBaltimore Convention Center, October 7, 2010
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
•Marketing Past
•Marketing Present
•What is Social Media
•How to Get Started
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Outbound Marketing
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Outbound Marketing
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
NewsflashYou No Longer Control Your Brand!
•Whether companies like it or not, social media is impacting business.
•Consumers, and even competitors, are talking about your brand even if you’re not.
•It’s up to you to join the conversation and work it to your advantage.
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Inbound MarketingBlog SEO
Social Media
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
What is it? The social media ecosystem is all of the social networks- user generated content, blogs, audio, video, music, news, photos, tweets- working together with digital technology.
The Internet’s the number-one communications channel ever built—it’s the printing press plus the phone.
In terms of engagement, social networking allows companies to provide an access point to engage in a meaningful discussion instead of a corporate pitch: What do you think about this? What’s something you want to see? What’s a mistake we’ve made?
There’s an art to channeling conversation into a meaningful activity for marketers. By committing to—and participating in—some form of social engagement, companies are putting a face to their brands.
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
The caveat is that merely being involved won’t save you. Companies that are early adopters of social media—and getting results—are also likely the ones that have been successful in their overall marketing strategies.
Social media has the potential to pick up where traditional marketing drops off. Most of the time interest wanes immediately after the sale. Reaching out to the customer to follow up on a purchase not only reinforces customer service but helps the organization better understand the life of its product.
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
•Most social media participants recognize relevancy is key. No one wants to follow a company that twitters ads or posts links to canned marketing spiels.
•If social media is so compelling and full of potential, why is it so hard for businesses to adopt? It’s the change in the power structures that social networks can impose that cause many organizations to shirk away from any engagement at all. Social strategy development, in other words, begins with change management.
•Most social media participants recognize relevancy is key. No one wants to follow a company that twitters ads or posts links to canned marketing spiels
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
What Determines Success?
Blog/Content
SEOSocial Media
• Inbound Links• Fans (Subscribers)
• Content• Fans (Friends)
• Inbound Links• Content
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
How to Grow Social Media
Blog•Twitter•Foursquare
SEO•More Links•More Traffic
Social Media
•More Content•More Links•More Traffic
All Your employees Are Marketers
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Empower Employees by Sharing Info
• Create Clear Policies and Guidelines
• Encourage Participation
• Setup Contest and Promotions
• Setup an interoffice Wiki
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Social Media
Publish Everything•Blog•Podcast•Videos•Photos•Presentations•eBooks•News Releases
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Social Media
Publish Everywhere
Blogging Attracts More Links
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Why Blog?Social Media
Content Makes You Interesting
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Blogging Drives Social Success
Source: Data from over 2,000 businesses- http://bit.ly/a6SrWh
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Start Groups on Topics
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Participate in Q&A
•Facebook discussions
•Yahoo! Answers
•LinkedIn Q&A and Discussions
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Some Objectives of Social Media
•Increase website Traffic•Increase lead generation•Increase sales revenue•Improve search engine rankings•Improve brand reputation•Increase brand awareness•Reduce customer acquisition costs•Improve PR
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Ways to Use Social Media to Promote Your Restaurant
•Say thanks on Twitter. When folks say nice things about you on Twitter, you’ve got 140 characters to say a quick thanks back — and your talkers will love to hear from you.
•Share deals on Facebook and Foursquare. Use Facebook and Foursquare to share a few deals, coupons, and special events. Whenever a fan takes action on your page or registers for an event, it’s instantly shared their network of friends.
•Bring fans together on YouTube. If your fans are creating and sharing some great videos about you on YouTube, create a channel where you can compile the videos, offering a central place to see them all. An example would be the chef giving an explanation of the night special.
Social Media
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
To Sum Up• Go Where Your Customers Are
• Loosen Control from the Top
• Decide What Channel to Use for What Purpose
• Let the Conversation Happen
• Make Content Relevant
Remember: Social Media should be part of a sound overall Marketing Plan, not a substitute.
Thank You
3421 Tewkesbury RoadAbingdon, MD 21009
Marketing | Social Media | SEO/SEM | Website Design | Branding | Video | Photography
Full Presentation Can be found on Slide Share:
http://www.slideshare.net/chefpaul9828