Learn more at http://thetastidliteway.com

What does it really take for businesses to be relevant on today’s web?

Questions Answered in The Tasti D-Lite Way:

As companies become more human, what will it take to maintain a competitive edge?

What is the role of social technologies and social media marketing in brand building?

How do you recognize and reward customers for their digital activity?

How has social media changed the relationship between brand and consumer?

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The Tasti D-Lite Way chronicles the digital journey of an amazing brand as it jumps headlong into the realm of social media at a critical point in the history of the company. This book demonstrates the power that these new mediums can have when passionate customers are engaged through the creative use of social technologies. Not just another book on social media, co-authors Jim Amos and BJ Emerson share insights on culture, technology and the heart of the matter when it comes to customer engagement on the Web.The business cases and real life stories within these pages will challenge the models and mindsets of old and inspire new ways of doing business in this digital age of transparency and the humanization of brands.

The Most Powerful Word on the Internet

“Beyond having big ears, do first responders have the edge? The race can be a literal pursuit of opportunity when it comes to catching consumers in the midst of a purchase decision.” From Chapter 2: The Race for Transparency

From Chapter 4: Character in 140 Characters

“Hosting an offline meeting for those that are active online can be a great introduction to local groups or organizations. During the event the conversation will no doubt spread within the social networks. Area social media clubs often look for venues to hold meetings and make presentations, usually involving technology and social media. Sponsoring an event for these leaders and influencers is another way to effectively connect with members and establish credibility online as well as off. There’s no brick-and-mortar presence required to contribute to these kinds of events, and they can do wonders for an online presence for just about any business.”

TweetUp: An organized or impromptu gathering of people that use Twitter. (A meet up of people that 'tweet' using Twitter.)

Generating Buzz

From Chapter 5: Don’t be Boring (and Other Thoughts on Relevance)

“Regardless of industry, businesses are standing out by providing engaging content and capturing the eyeballs and mouse clicks of valuable customers.”

RickRolling: This Internet meme is a bait and switch; a person provides a hyperlink seemingly relevant to the topic at hand, but actually leads to the Rick Astley video “Never Gonna Give You Up.”

Don’t Be Boring

From Chapter 9: The Location Business

“The ‘where’ dimension has come of age. Reaching consumers based on their proximity to a business has become a reality and many local merchants are already reaping great benefits.”

5 Ways to Go Beyond the Check-in:

1. Get passionate about listening. With the wealth of information now available online, getting visibility with the conversations happening around a business is critical.

2. Play the game. You need to download, sign up, claim your business, and get involved.3. Make it part of the DNA of your brand. Impart this within your organization by

pushing those insights and engaging with associates, suppliers, and customers online.4. Bridge the gap. Why not bring the information into the physical location with a digital

display? 5. Don’t make customer engagement a

checklist. Be prepared for spontaneous and human interaction around these technologies.

Attorney!

The Location Business

From Chapter 10: Meet Your Cocreators

“The opportunities for getting customers actively involved in brand building and product development exercises are greater than ever…”

Name Customer Rationale D-Lish Because Tasti D-Lite treats are

DELICIOUS!!!!!Stanley Swirl Tasti D-Lite is a sweet swirl in a cup!

And he looks like a Stanley : )

D Mixmaster D for D-Lite and Mixmaster for all the different flavors Tasti D offers.

Vinny Vanilla He’s vanilla! Plus this way you can have other characters like Charles Chocolate.

Sprinkles Sprinkles is not only a cute name, but it will also increase sales. People will want to buy more toppings when they think of the name.

Name That Mascot Contest

From Chapter 11: The Social Future

The Social Friendly EnterpriseSocial media is rapidly moving from adoption to full integration for both consumers as well as businesses. Here, we’ll outline five fundamentals or attributes of the social-friendly enterprise of the future:

1. The ability to listen effectively – Understanding the opportunities online begins with education and you can’t learn anything with your mouth open.

2. The ability to engage creatively – Capturing the heart of consumers means meeting them where they are. Sometimes you can’t wait for them to come to you so get creative.

3. The ability to execute locally – Accountability at the local level will continue to be something that businesses deal with on multiple fronts. Be prepared to offer a consistent experience between your online presence and offline activities.

4. The ability to embrace transparency – Social media gives consumers a glimpse into the culture and people behind those products and services they love. What does that picture look like for your organization?

5. The ability to curate and tell your stories – Capturing and sharing the moments and experiences you are having with customers will touch others inside and outside your organization. Data and numbers will provide the rational justification; stories will provide the emotional connection. Don’t underestimate the power of either when it comes to influencing the various personalities occupying the C-suite.

About the Authors

BJ Emerson is VP of Technology at Tasti D-Lite and Planet Smoothie.Considered a social loyalty pioneer in the industry, in 2010 he led the deployment of the first ever loyalty platform to feature an integration with Facebook, Twitter and Foursquare which has been recognized with a variety of industry awards. His projects were featured as case studies in 7 different books published in 2011 and provided the foreword to Location Based Marketing for Dummies. BJ speaks throughout the United States as well as internationally on a regular basis on the topics of social media, technology and customer loyalty. His passion for being an ambassador and empowering others with technology can be seen through the innovative solutions and campaigns he manages.

Chairman and CEO, James Amos, Jr., acquired Tasti D-Lite in 2007 with New York-based private equity firm Snow Phipps Group. Before Tasti D-Lite, Jim was the CEO of Mailboxes, Etc., the world’s largest nonfood franchise, which is now the UPS Store. He grew MBE from 2,500 to 4,000 locations in 80 countries. Jim was chairman of the IFA in 2001 and gained experience in the frozen dessert category through building a 2,500-store network for “I Can’t Believe It’s Yogurt!”

A former Marine Corps captain and veteran of two combat tours in Vietnam, Jim received 12 decorations, including the Purple Heart and Vietnamese Cross of Gallantry. A graduate of the University of Missouri, he is the author of several books including the bestsellers The Memorial, Focus or Failure: America at the Crossroads, and The Complete Idiot’s Guide to Franchising. In 2012, Jim’s leadership in the franchising industry was recognized with his induction into the International Franchise Association Hall of Fame.

“Jim and BJ have outlined what every growing business craves----creative ways to reach consumers and form an emotional connection at a reasonable cost.”- Bill Fry, Chairman and former CEO, Oreck Corporation

“If you want to build a useable Social Media strategy in your company this book is for you. It starts with a great brand, a savvy businessman who has built businesses before and an Information Technology guru who are able to translate customer experiences into a strategy in a step by step approach. Read and enjoy the stories.”- Ken Walker, Chairman and CEO, Driven Brands, Inc.

More Praise for The Tasti D-Lite Way

“Jim is one of world’s best leaders at building brands and being at the forefront of trends…and The Tasti D-Lite Way is an example of how to turn the advent of Social Media into understandable, actionable strategies. Digest its rich content and you will find loyal customers lining up!”- Jon Luther, Chairman of Dunkin' Brands (Dunkin’ Donuts, Baskin-Robbins) and Chairman of Arby's Inc.

Learn more at http://thetastidliteway.com

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