Who am I?• Melissa Fears• Social Media Specialist at

Anvil Media.• Background in journalism, PR,

social media and influencer marketing.• Worked in the beer and

cocktail industry for 5+ years.

Twitter: @mjfears

OverviewSocial Media can be a powerful tool in helping businesses extend and amplify their brand.

Let’s discuss:• How to use social media to bring a message or story

to life and for it resonate with target audience and be shared.• What and how consumers are using new features and

platforms, and how to capture their interest.• How to set and track realistic goals and efforts –

awareness, positive reviews and engagement.

Brand experience and social Businesses are using social channels to differentiate their brands and connect with their fans in a highly competitive industry. You aren’t just competing with the guy down the street- you are competing with every brand/user using social.

Why consumers use social? - Buy, window shop, find new information, get help.- Connect with friends, family and brands.- Experience, feel valued, offer insight/feedback.

How consumers are using social media• Nearly 1 in 3 people have written or read online

reviews.• Many apps revolve around location or geo-tagging. • More than 1 in 5 people look up discounts, coupons

and deals on food.

78%

did you know?of people who complain to a brand via Twitter expect a response within an hour.

Customer service and social • Prompt responses are essential – 24 hrs or less. End

of story.• Always follow up – Follow up, take polls, and monitor

keywords. • Personalize your feedback – Or else risk losing to

your competition. • Brand culture is critical – A business’s brand is the

voice of the company- use your employees as advocates.

People spend money on

experiences, not things.

Brand awareness and personalityConsumers want to express themselves through brands and want brands to have much more than just a logo. They want brands to have a personality that they like and can relate to.

Brand loyalty• Your guests are online right now waiting to be recognized

and appreciated. Don’t disappoint them or you risk losing their brand loyalty.• Online review sites and social media have transformed

restaurant marketing from word-of-mouth to world-of-mouth. • In just a click of a button you can share a photo of your

favorite dessert with the world. That has power. You need to respect and harness that power in order to build your brand.

appreciation = loyalty

Inherent benefits of social media• Gain valuable customer insights.• Increase brand awareness and loyalty.• Real-time results and feedback.• Provide rich customer experiences.• Find out what your competitors are doing.• Increase website traffic and search ranking.

:

Importance of social media and food• Good food is inherently visual

showcase best dishes and a customer’s best experiences. • Restaurants can tap into the

#instafood phenomenon by taking advantage of the inspiring, quality, and most importantly, FREE content that their customers are creating (UGC).

Ways to get UGC• Less than 1% of people who like a page actually

return. Encourage them to come back by sharing their content.• Have a clear call to action, and a simple way to

respond. • Have system in place for giving credit/permissions. • Actively Ask for Content• Ask for comments and images.• Ask for retweets, create fun hashtags and GIFs.• Get permission to share reviews- never ask for a

blatant review.• Ask questions and opinions- new menu items, etc.

Importance of the “share”How do you get more people to share your content?It’s a simple question that lacks a simple answer. But, perhaps it’s not as complicated as you think.

Spoiler Alert: It’s All About Relationships

People buy from brands (and share content) from those that they know, like, and trust. Trust= share power.

How and where to start• Define target audience.• Locate audience- use analytic tools.• Don’t be afraid to experiment.• Research competitors and market.• Join the conversation.• Stay creative. Stay relevant. Stay consistent.• Don’t try to be everywhere. Start small.

Social platforms trend timeline

Social Demographic Snapshot

Demographics of channels & alignmentThe use of social media cross the entire online adult population:

•58% of adults use Facebook. (70% use it daily)•23% of adults use LinkedIn. (13% use it daily)•22% of adults use Pinterest. (17% use it daily)•21% of adults use Instagram. (40% use it daily)•19% of adults use Twitter. (36% use it daily)

Perfect worldPerfect world = presence on every single social network.

Depending on your resources, that may not be feasible, so choose wisely, and make the most of them once there.

Who are “millennials”?• 1 in 4 are parents.• Make up 25% of the US population. Same

percent for consumer discretionary purchases. • 37% would pay more if a brand stands for a

cause they believe in.• 46% have more than 200+ Facebook friends

= sharing power.• 62% say that if a brand engages them on

social media, they're more likely to become a loyal customer.

How do millennials find brands?Millennials want to find new companies based on recommendations from friends. They want to interact with your website to learn more about your brand and share their own experiences online. Having an up-to-date website and mobile experience is key. (online menu, event calendar, etc)

• 70% use friends' posts on social media to help them decide whether to buy a product or service.

• 84% suggest that user-generated content on company websites has at least some impact on what they buy.

Word to remember: MICRO-INFLUENCER

VS

New channels/features• Instagram Stories

• Snapchat

• Facebook Live

• Boomerang

1 thing they all have in common: instant, quick and video options.

:

Why you can’t ignore Snapchat anymoreThere’s a reason why after 5 years around, marketers are getting more interested with Snapchat.

•100 million+ daily active users.•60%+ of US 13-34 y/o smartphone users on Snapchat.•8 billion video views every day .•58% of college students would be likely to purchase a

brand's product or service if they received a coupon on Snapchat.

Incentives… give them a reason to followDiscount offers and coupon snaps are the most popular way brands are using Snapchat to gain business.

Coupons and offers have a 24-hr time limit on the brand story.

Instagram stories

• Instagram describes its new feature as the ability to “share all the moments of your day, not just the ones you want to keep on your profile.”• Videos (10 seconds or less)

and photos strung together that only last for 24 hours before disappearing. • IDEAS: A day in the life. Staff

life. Launch nights. Special offers and events.

:

Mobile First• Nearly 80% of social media time now spent on mobile

devices.•  63% of Twitter users and same percentage of

Facebook users say that the social networks are major sources of news extending beyond their personal lives.• News is being consumed more via mobile technology

and social media than ever before.• Interactive and native ads offer better user experience � � � �

and greater ROI.

 

Mobile trendsOptimizing social media content for mobile doesn’t just mean creating smaller images or shortening your tweets.

It means thinking about how mobile users interact with social channels and what can catch – and retain – their attention as they’re swiping through an Instagram feed or scrolling through Facebook’s News Feed. 

Worth a thousand words94% more views on average when there’s relevant content to go with the caption/text.

Video

Video is no longer an "up-and-coming" marketing tactic -- it's here, and it's a powerful way to communicate your brand story, and build relationships with your customers and prospects. 

Did you know?92% of mobile video consumers share videos with others?

What is social video?

• Each social network has a unique audience social videos need to be optimized for different channels. • Mobile vs. Desktop• Twitter vs Snapchat vs Facebook

• If it’s prerecorded, social videos need to be shareable. Different things make content shareable, from the emotions it induces to the traditional story structures it uses.• Live social videos need to be about authenticity and real-

time engagement. They should feel like a conversation between you and the viewer.

Facebook LiveLive videos are real-time video posts on Facebook. Interact in real-time and have fans subscribe.

Ideas:• Tours of the shop, business or vendor• Product demos• Special events • Tours of a local vendor that supplies an ingredient• An interview with an employee or customer

:

“Creative without strategy is called art. Creative with

strategy is called advertising.”

Jef I. Richards.

How to use video effectively

• Millennials reject overproduced content hence the popularity of Snapchat, Instagram stories, Facebook Live, Boomerang, Periscope, Tumblr, GIFs… real-time, real-life & instant.

Paid media and social • Organic traffic = audiences coming to your page/content

organically. • Paid social = you can target geographically, by age or

gender or by occupation, etc. This means you are in control.

$1/day

did you know?

Your daily budget can be as little as $1/day to boost a page, post or call-to-action button.

How to boost your message

Being social• Businesses often misinterpret what being social is. What

it isn’t is just posting what your dish of the day is or what function is coming up. Being social actually means you need to engage with your customers. 

How to be social • Respond to Yelp and Facebook reviews.•  Offer exclusive coupons to

followers/fans.• Curate/use guest photos.• Spotlight employees or regulars.• Share info not only on your business,

but also the community around you.• Always respond to comments within 24-

hrs.

Setting realistic goals vs. ROIYou may not have the resources, time or people in place.

Setting realistic goals around social media:• Branding: (Content Development, Outreach, New Followers)• Customer service: (Response Rate, Engagements, Reviews)• Lead generation: (Web Traffic, Interactions, Menu Downloads)

Pick your most important goals, choose metrics to follow, and track monthly.

Best practices, cadence, optimization• CONSISTENCY- The identity of your company should ideally be

uniform on all channels. (logo, tagline, hashtags, voice)• VALUABLE CONTENT- Produce high quality content to share on

social media – if you run out of ideas, curate. • HASHTAGS- Using the right hashtags can show that you're in

tune with current trends. Too many= spam. Too little= no one listening. Please don’t use on FB.

SummarySocial Media is a powerful tool in helping business’s extend and amplify their brand to ultimately gain new customers.

• Use social media to bring a message or story to life by researching target demo and tapping into UGC and brand loyalty.• Experiment with new features and platforms to capture

consumers’ interest.• Set and track realistic goals and efforts – awareness,

positive reviews and engagement.

Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.

Questions & Next Steps:Kent LewisPresident & FounderAnvil Media, Inc.503-444-6223kent@anvilmedia.com 

Mike TerryVice PresidentAnvil Media, Inc.503-444-6226mike@anvilmedia.com

Thank you.