The food and drink conversation on the web
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Transcript of The food and drink conversation on the web
The food and drinkconversation
on the internet
How to be social
What happened to the net?
It became democratic
Anybody could become a critic
People can say what they want
Word of mouth rules
The old media are losing power
Huge opportunities to communicate direct
The new rules
You can’t control communications
Internet communication policies needed
Define who can say what
Every communication must be identified with your company
No anonymous commenting
Show respect
Respond to positive and negative comments
Facebook dominates social media sites
Twitter records strongest growth in social media usage
Mobile social networking gaining traction
Source: Nielsen
9 million Australians interact through social media sites
9 out of 10 look to other users for recommendations
75% have visited Facebook
59% have a Facebook profile
Over 8 hours spent on Facebook each month
43% of online Australians own a Smartphone
26% of online Australians participated in mobile social networking
66% of mobile networkers are under 35 years old
Source: Nielsen
9 million Australians interact through social media sites
Focus on Facebook, Youtube, Twitter and Flickr
Source: Nielsen
People are engaging with companies online
Source: Nielsen
Restaurant review sites
People power
People power
People are in general positive
Restaurant review sites becoming more popular
How come Earl is better rated than Gordon Ramsay?
Urban Spoon aggregates old media reviews
People say the service is bad
How to handle criticism?
The same goes on Twitter
The next Twitter?
The future is geolocation
Geolocated special offers
Special offers drive customers
Integration with Twitter
The crowd is here
Real people give tips
Partnership drives customers
Make your website the hub
Make it news focused
Integrate with emails via RSS
A website as a dynamic business tool
Auto tweet news to Twitter
Auto update Facebook
Flickr feed and galleries
Youtube videos
Integrate email newsletter with RSS
Wordpress as a content management system
Comment enabled for feedback
Flash animation loses you valuable visitors
How to start
Find your target market
Identify key blogs and websites
Read, watch and listen
Focus on a couple of key social media, for exampleFacebook, Twitter, Youtube
Become part of the community
Understand feeds and distributed content
This means a feed
With Feedburner of Feedblitz you can monitor and turn it into emails
So does RSS or ATOM mean a feed
Monitoring tools
Feedreaders – Google Reader, Netvibes
Google and Yahoo! Alerts
Tweetdeck search and #hashtags
Scout Labs
Neilsen Blogpulse
Neilsen Buzzmetrics
Play by the rules
Do not take what is not yours
Ask permission
Do not hard sell
Make it personal and conversational
Don’t use corporate speak
Share and give
Credit sources, reply to comments and link back
Do not take what is not yours
The rules on words and pictures are different to Youtube
It is better to ask permission for words and pictures
You don’t need to ask for Youtube
You can republish feeds but be careful how you do it
If you do it in the correct way, people may give you content for free
There needs to be a reward– kudos, traffic
Ask permission
Unsolicited emails are tiresome
“If you would prefer not to receive any more emails from
us, please let me know. Alternatively, if you visit this
web form and let us know what kind of material you are
interested in.”
How to comment
Keep it to the conversation in question
A link back to your page is okay
Don’t try and sell
Subscribe to comment feeds to follow
Don’t be nasty
Remember it is somebody else’s space
Critics?
There are plenty of critics being mean
Take a deep breath first
Be polite but not patronising
Be constructive
Your rude email will go viral
Starting your campaign
Be committed. Don’t join the social media graveyard
Be flexible and look out for what is next(Did you see Twitter coming?)
Profiles: tell us who you are
Use a conversational voice; not pre-approved statements
It may take time to establish credibility
Tag everything
Because you want to be found
Use online tools to optimise
Words
Pictures
Video
Distribute
Make content available for download
Make content available through RSS feeds
Pictures, video, facts
Use the web’s free (or cheap) distribution
Tubemogul – a single point to publish and monitor across Youtube, Metacafe, Vimeo, Myspace and more.
Monitor
The conversation
Feed subscribers
Google analytics
Twitter numbers
But do not be a slave to statistics
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