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As a part of the Perspectives in Social Media event at ZAAZ, the Social Media Marketing presentation outlined three key points to do it right: 1) center around passion, 2) build around value, and 3) plan around strategy. It concludes with an imaginary case study illustrating how Whole Foods could use the three key points to successfully incorporate social media marketing to increase shared value around their brand, as well as open a direct channel to in-store purchases.
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social media marketing done right
MONEY,MEDIA,& YOUR MOM’S
PEACH COBBLER
We need community!
BLOGSWIKISYOUTUBEFORUMSLINKEDINFACEBOOK
old way of thinking
new way of doing
new way of thinking
1 2 3how to do it right
1
center around passion.
shared passion.
center around passion
http://upload.wikimedia.org/wikipedia/commons/9/90/Xl_big_green_egg.jpg
be your brand aggregator
center around passion
Hi!Hrmph.
your customers
respond
center around passion
Mick ElCheapo wrote:
“No wonder they went out of business, even with the 50% off, they are still asking $50 for a scarf!”
center around passion
Another responded:
“Sure, but you also also buy a waterproof-breathable jacket for $75. It just depends on whether your glass is half full, or half empty.
Nau's closing is to do with operating capital, not poor sales.”
center around passion
Anonymous wrote:
This was not just a company...it was a community, a lifestyle and an influencer in people's lives. The outdoor apparel industry will never be the same...nor should it be. Thanks nau for doing what you did so gracefully. We will miss you!!!
center around passion
2
build around value
shared value
build around value
enable customers to add value
build around value
YOU
YOU
3
plan around strategy
let your goals drive decision-making
plan around strategy
start small
plan around strategy
monetize
plan around strategy
and measure success
plan around strategy
then adapt
plan around strategy
an example
what do you want for dinner?
i don’t know. What do you
want?
Search gluten-free bur go
The perfect bur
Results with “gluten-free” tagLindsey
All-natural PaniniPrepare the grill. Divide and gently shape the meat into 4 patties. Season liberally with salt and pepper.
All-natural PaniniPrepare the grill. Divide and gently shape the meat into 4 patties. Season liberally with salt and pepper.
All-natural PaniniPrepare the grill. Divide and gently shape the meat into 4 patties. Season liberally with salt and pepper.
My Recipes
* 1 1/2 –2 pounds ground round * sea salt, to taste * ground pepper, to taste * 4 whole grain hamburger buns * extra virgin olive oil
Prepare the grill. Divide and gently shape the meat into 4 patties. Season liberally with salt and pepper. Grill meat to desired doneness; about 4–6 minutes per side over a medium-hot fire. Be careful not to overcook, which will dry it out. If you're a cheeseburger fan, add the cheese as soon as you flip to the second side. Brush buns with olive oil and grill just until lightly toasted. Dress burgers with your favorite toppings and enjoy!
The perfect gluten-free burger
add to weekYou ate this two weeks ago. Other meals like this from other people:
Jennifer Amy Jon Kortni Kai
Lindsey
My Recipes
* 1 1/2 –2 pounds ground round * sea salt, to taste * ground pepper, to taste * 4 whole grain hamburger buns * extra virgin olive oil
Prepare the grill. Divide and gently shape the meat into 4 patties. Season liberally with salt and pepper. Grill meat to desired doneness; about 4–6 minutes per side over a medium-hot fire. Be careful not to overcook, which will dry it out. If you're a cheeseburger fan, add the cheese as soon as you flip to the second side. Brush buns with olive oil and grill just until lightly toasted. Dress burgers with your favorite toppings and enjoy!
The perfect gluten-free burger
add to weekYou ate this two weeks ago. Other meals like this from other people:
Jennifer Amy Jon Kortni Kai
Lindsey
tag it
donegluten-free, natur
Recipe Name The perfect glu
Ingredients
Instructions
+
create
My Recipes Lindsey
Tags
Jennifer Amy Jon Kortni Kai
My Recipes
* 1 1/2 –2 pounds ground round * sea salt, to taste * ground pepper, to taste * 4 whole grain hamburger buns * extra virgin olive oil
Prepare the grill. Divide and gently shape the meat into 4 patties. Season liberally with salt and pepper. Grill meat to desired doneness; about 4–6 minutes per side over a medium-hot fire. Be careful not to overcook, which will dry it out. If you're a cheeseburger fan, add the cheese as soon as you flip to the second side. Brush buns with olive oil and grill just until lightly toasted. Dress burgers with your favorite toppings and enjoy!
The perfect gluten-free burger
add to weekYou ate this two weeks ago. Other meals like this:
* 1 1/2 –2 pounds ground round * sea salt, to taste * ground pepper, to taste * 4 whole grain hamburger buns * extra virgin olive oil
Tagsgrill, veggie, awesome, gluten-free, eggplant, peppers, easy, weekly
Lindsey
byjay_123
Grilled veggie panini
add
My Meals for the Week
create list
Lindsey
Ability to Plan
No Ability to Plan
Ability to BuyNo Ability to Buy
Ability to Plan
No Ability to Plan
Ability to BuyNo Ability to Buy
My Grocery List
* 1 red pepper * 2 tomato * 1 head of lettuce * 4 ears of corn * 1 cucumber SALE ($99/lb)
PRODUCE
* 4 whole grain hamburger buns * whole grain flower * 1 cup cake * 2 loafs of bread * extra virgin olive oil
BAKERY
* 2 gallons of 1% milk SALE ($3.99) * sea salt, to taste * 2 dozen eggs * 1 stick salted butter * 1 pint unflavored yogurt
DAIRY
send to store
This week’s list email/sms print
1. center around passion2. build around value3. plan around strategy
Refills on beers?
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