SOCIAL MEDIA 101

CRAIN’S 2015 MADE IN NEW YORK FOOD AND BEVERAGE TRADE SHOW

YOU’RE IN LUCK…

#FOODPORN IS KILLING IT

NO REALLY, OUR BRAINS ARE PROGRAMMED TO BE OBSESSED WITH #FOODPORN

SOCIAL-SAVVY FOODIES ARE REACHING CELEB-LIKE STATUS

AND THEY’RE GETTING NOTICED BY THE BIG GUYS Loads of press Book deal Amex TV commercial

SO WHAT DO YOU NEED TO DO TO TAKE ADVANTAGE OF #FOODPORNAPALOOZA?

FORGET YOUR BRAND YOU ARE YOUR BRAND

STEP ONE

YOU NEED A (BIG) SOCIAL AUDIENCE TO GET NOTICED

STEP TWO

YOU DON’T HAVE TO BE A BLOGGER (BUT YOU DO HAVE TO BE MOBILE OPTIMIZED)

STEP THREE

LEAN ON YOUR FRIENDS

STEP FOUR

A (GOOD) PICTURE IS WORTH A 1,000 WORDS

STEP FIVE

#HASHTAGIT

STEP SIX

BE REAL — AND ENJOY YOUR FREEDOM (FOR NOW!)

STEP SEVEN

HOW TO GET STARTED

THINK ABOUT YOUR PERSONAL BRAND Who are you and what do you do? What do you want to be known for? What does the market care about?

Your purpose

Your authentic, relevant voice

Your storybook

CONSTRUCT A THOUGHT LEADERSHIP STORYBOOK

TON

E O

F V

OIC

E

TOPLINE THEME

PROOF POINTS

PURPOSE STATEMENT

Content, Speaking, Volunteering, Media, Buzz

Content Pillar

Content Pillar

Content Pillar

CONTENT PILLARS

CREATE A SOCIAL CHANNEL ECOSYSTEM

INSTAGRAM BEST PRACTICES

q  SHARE IMAGES/VIDEOS THAT ARE NATIVE TO INSTAGRAM (NOT PHOTOSHOPPED / OVERLY POLISHED)

q  INCLUDE RELEVANT HASHTAGS IN CONTENT FOR DISCOVERABILITY q  TAG RELEVANT INFLUENCERS AND LOCATION q  COPY SHOULD BE INSTAGRAM-NATIVE, NO NEED FOR COMPLETE SENTENCES

OR CORPORATE JARGON – EMBRACE THE EMOTICON q  BE EXPERIMENTAL – CREATE CONTENT AROUND HASHTAG TRENDS,

CONTESTS FOR YOUR FOLLOWERS, SHARE IMAGES FROM RELEVANT PLACES OR EVENTS

q  SHARE “BEHIND-THE-SCENE” ACCESS OF YOUR LIFE & YOUR BRAND

INSTAGRAM BEST PRACTICES

q  IMAGES/VIDEOS THAT ARE NATIVE TO INSTAGRAM (NOT PHOTOSHOP / OVERLY POLISHED)

q  INCLUDE RELEVANT HASHTAGS IN CONTENT FOR DISCOVERABILITY q  TAG RELEVANT INFLUENCERS AND LOCATION q  COPY SHOULD BE INSTAGRAM-NATIVE, NO NEED FOR COMPLETE SENTENCES

OR CORPORATE JARGON – EMBRACE THE EMOTICON q  BE EXPERIMENTAL – CREATE CONTENT AROUND HASHTAG TRENDS, CREATE

CONTESTS FOR YOUR FOLLOWERS, SHARE IMAGES YOU TAKE FROM RELEVANT PLACES OR EVENTS

q  SHARE “BEHIND-THE-SCENE” ACCESS OF YOUR LIFE & YOUR BRAND

BEST AT

VISUAL BRAND STORYTELLING &

GAINING AN AUDIENCE THROUGH HASHTAG DISCOVERABILITY

TWITTER BEST PRACTICES

q  KEEP COPY SHORT—UNDER 140 CHARACTERS IS A MUST, BUT SHORTER COPY GARNERS HIGHER ENGAGEMENT

q  INCLUDE HASHTAGS TO INCREASE ENGAGEMENT/DISCOVERABILITY q  IMAGES AND VIDEOS ARE EYE-CATCHING q  KEEP LANGUAGE CASUAL, ABRIVATIONS ARE GOOD q  TAG, FAVORITE AND/OR RETWEET RELEVANT INFLUENCERS TO BUILD

RELATIONSHIPS q  TWITTER IS GREAT TO DRIVE TRAFFIC TO YOUR WEBSITE OR OTHER SOCIAL

CHANNELS – SHARE A FEW TWEETS EACH WEEK WITH THIS OBJECTIVE q  POSTING SEVERAL TIMES A DAY IS FINE AND SHOULDN’T CAUSE USER FATIGUE

(ASSUMING YOU HAVE SOMETHING TO SAY!)

TWITTER BEST PRACTICES

q  KEEP COPY SHORT—UNDER 140 CHARACTERS IS A MUST, BUT SHORTER COPY GARNERS HIGHER ENGAGEMENT

q  INCLUDE HASHTAGS TO INCREASE ENGAGEMENT/DISCOVERABILITY q  IMAGES AND VIDEOS ARE EYE-CATCHING q  KEEP LANGUAGE CASUAL, ABRIVATIONS ARE GOOD q  TAG, FAVORITE AND/OR RETWEET RELEVANT INFLUENCERS TO BUILD

RELATIONSHIPS q  TWITTER IS GREAT TO DRIVE TRAFFIC TO YOUR WEBSITE OR OTHER SOCIAL

CHANNELS – SHARE A FEW TWEETS EACH WEEK WITH THIS OBJECTIVE q  POSTING SEVERAL TIMES A DAY IS FINE AND SHOULDN’T CAUSE USER FATIGUE

(ASSUMING YOU HAVE SOMETHING TO SAY!)

BEST AT

DRIVING TRAFFIC &

BUILDING RELATIONSHIPS

YOUTUBE BEST PRACTICES

q  SHARING RELEVANT VIDEOS FOR YOUR BRAND – COMMERCIALS, BEHIND-THE-SCENE VIDEOS, COOKING SHOWS, VIDEO RECIPES, ETC.

q  IF YOU ARE GOING TO CREATE AN ACTIVE CONTENT CHANNEL, YOU SHOULD

UPLOAD NEW VIDEO CONTENT REGULARLY (I.E. ONCE A WEEK) q  TAG VIDEO CONTENT WITH RELEVANT AND DISCOVERABLE KEYWORDS FOR

BETTER SEO q  CREATE PLAYLISTS TO ORGANIZE DIFFERENT TYPES OF VIDEO CONTENT q  MONITOR COMMENTS q  KEEP VIDEOS SHORT q  INCLUDE CALLS TO ACTIONS IN VIDEOS IF RELEVANT (E.G. SUBSCRIBE TO BE

ALERTED FOR NEXT WEEK’S SHOW!)

YOUTUBE BEST PRACTICES

q  SHARING RELEVANT VIDEOS FOR YOUR BRAND – COMMERCIALS, BEHIND-THE-SCENE SHOTS, COOKING SHOWS, RECIPES, ETC.

q  IF YOU ARE GOING TO CREATE AN ACTIVE CONTENT CHANNEL, YOU SHOULD

UPLOAD NEW VIDEO CONTENT REGULARLY (I.E. ONCE A WEEK) q  TAG VIDEO CONTENT WITH RELEVANT AND DISCOVERABLE KEYWORDS FOR

MAXIMUN SEO DISCOVERABILITY q  CREATE PLAYLISTS TO ORGANIZE DIFFERENT TYPES OF VIDEO CONTENT q  MONITOR COMMENTS q  KEEP VIDEOS SHORT q  INCLUDE CALLS TO ACTIONS IN VIDEOS IF RELEVANT (E.G. SUBSCRIBE TO BE

ALERTED FOR NEXT WEEK’S SHOW!)

BEST AT

A VIDEO CHANNEL FOR YOUR BRAND’S SHOWS OR

A VIDEO CONTENT LIBRARY

FACEBOOK BEST PRACTICES

q  SPEAK LIKE A HUMAN, NOT OVERLY CORPORATE, BEING BRIEF AND TOO THE POINT GETS MORE ENGAGEMENT

q  INCLUDE IMAGES q  VIDEOS ARE GOOD AND AUTO-PLAY IN FEEDS, REMEMBER THEY AUTO-PLAY

ON MUTE! q  TAG LOCATION, INFLUENCERS, PARTNERS, ETC. WHEN RELEVANT q  ENCOURAGE CONVERSATION THROUGH DIRECT QUESTIONS q  REMEMBER THAT THE MORE ENGAGEMENT YOUR POST RECEIVES, THE MORE

PEOPLE IT WILL REACH

q  WITHOUT PAID MEDIA, FACEBOOK CONTENT GENERALLY REACHES 1-3% OF YOUR FAN BASE

FACEBOOK BEST PRACTICES

q  SPEAK LIKE A HUMAN, NOT OVERLY CORPORATE, BEING BRIEF AND TOO THE POINT GET MORE ENGAGEMENT

q  VISUALS BOOST ENGAGEMENT q  VIDEOS AUTO-PLAY IN FEEDS, REMEMBER THEY AUTO-PLAY ON MUTE! q  TAG LOCATION, INFLUENCERS, PARTNERS, ETC. WHEN RELEVANT q  ENCOURAGE CONVERSATION THROUGH DIRECT QUESTIONS q  REMEMBER THAT THE MORE ENGAGEMENT YOUR POST RECEIVES, THE MORE

PEOPLE IT WILL REACH

q  WITHOUT PAID MEDIA, FACEBOOK CONTENT GENERALLY REACHES 1-3% OF YOUR FAN BASE

BEST AT

REACHING A VERY TARGETED BASE OF PEOPLE WITH PAID MEDIA…

IF YOU DON’T PLAN TO USE PAID MEDIA ON FACEBOOK,

IT’S PROBABLY NOT A CHANNEL WORTH SPENDING MUCH TIME ON.

AND REMEMBER, TO BE SUCCESSFUL ON SOCIAL MEDIA YOU DON’T HAVE TO BE PERFECT.

BUT YOU DO HAVE TO CRACK A FEW EGGS TO MAKE AN OMELET.

SO GET STARTED NOW!

THANKS! @MARYSNAUFFER DIRECTOR OF EDITORIAL, QNARY