Winter Fancy Food Show

Brand Storytelling with Pinterest and Social Media

January 2013 San Francisco

@BlakeLandau

Workshop Agenda

I. Why the food industry is uniquely positioned for social.

II. The baseline for a social strategy.

III. My fave socially savvy food truck examples with a bite of content + context.

We Surveyed #FFS13’s Challenges, Here Were Your Responses:

1. No return.

2. No executive buy-in.

3. Don’t know how to measure it.

4. Who will create and manage all this content?

5. No bandwidth.

6. Confused on how to manage it all.

7. No time.

8. Where do I start?

9. How do I use it?

10. Is my demographic even on here?

What does food do for us?

• Meaning• Love• Fun• Entertainment• Culture• Nourishment• Togetherness

I. Why is the food industry uniquely positioned for success with social media?

Food is inspiration for stories and community

the tenants of a social media strategy

Food is your business. Culture needs to be your department. Social media is the bridge that connects these worlds.

How do I do I differentiate my food brand?

Content, context, community & 1 to 1 relationships

Just like a good mate, know what your customers value.

And just like when you fall in love

You must know and love who YOU ARE before customers fall in love with you.

Your Social ID is about the experience your audience has with your brand.

It’s WHO you are and WHAT you stand for.

…which brings me to Social ID?

That experience is what your advocates will talk about.

You have every tool imaginable to create authentic and meaningful stories.

It’s not just what you say, it’s how you say it….and who says it.

..basically you need to be the perfect mate• Charismatic• Interesting• Good listener• Leaves ego at the door• Asks questions• Always helpful• Kind• Keeps things spicy• Doesn’t talk about themselves constantly• Isn’t trying to get to third base at hello

This voice versus…

This voice.

Who would you prefer to interact with?

It matters.

II. The baseline for a social strategy.

Like the layers of a cake—without a base, your social efforts will topple

5 Steps to A Social Strategy

Step 0: Houston, we have… an opportunity

• The executive team must believe in and support the importance of social media

• Someone should be empowered to lead this effort

• This will take cultural change within the organization.

• It will demand a shift in budget and focus.

Step 1: Identify your short and long-term goals

Do you want to:

•Drive loyalty?•Accelerate customer acquisition?•Improve customer affinity?•Improve overall engagement?

Step 2: Create a center of excellence

• CEO• COO• CIO• CMO• CCO• CRO

Step 3: Organizational structure

Research from

Step 4: Metrics

Step 5: Guidelines (examples)1. Listen closely. That's what your ears are for.

2. Respond to questions / queries / concerns in a timely fashion. 

3. When you respond, remember that you are a human, not a PRbot. A little personality is more than ok.

4. Have a thick skin and take all criticism on the chin (but stick up for yourself where necessary).

5. Learn the difference between cheekiness and spamminess. Kiss the former, kill the latter.

6. Coordination and consistency (of messaging) is important. Talk among yourselves. 

7. Raise flags internally, as and when appropriate.

8. Denial, wool-pulling and hole-digging is bad. Admitting mistakes and saying sorry is good (relatively speaking). 

9. Always pause for a moment in private before you reply in public. 

10. Be responsible.

Step 6: ToolsIt’s not about the technology, it’s about the people. [But don’t get me wrong, the technology helps.]

Fave Food Trucks w/A Bite of Content & Context

Food trucks achieve success with social media because it’s a "community first” mentality.

Run a contest involving fans to build excitement during a quiet season.

Bite and Booze blogger Jay Ducote partnered with Ninja Snowballs to run the contest, which asked foodies to invent a new flavor combination for the truck. Entries were accepted via Twitter and Facebook.

Offer A Deal

During the SXSW conference Chi’Lantro Bbq teamed up with Intuit GoPayment--the truck sold 25 cent tacos to customers who followed the truck on Twitter and paid with a credit card. They promoted it on Foursquare, Twitter, Facebook and Yelp.

Celebrate A National Holiday

Guess Who?

Bet you didn’t guess Whole Foods!

A reminder of how compelling content is not always about you or your products.

Pinterest 101

• 10.4 million users• 25 million unique visitors/month• Average time spent: 1hr 17 min• Draws more referral traffic than Google+,

LinkedIn, and youtube combined

SEO benefits

• Pinterest is indexed by google and should be part of your backlinking and social linking strategy.

• Use keywords, hashtags, or categories.

• Repins encourage following

 •Photos should shine:  Each photo should be high quality, engaging, focused, properly cropped, and it should be easy to identify the subject.

Know your audience

• Organize your subjects:  If you can keep your boards clean and organized you will improve usability for your followers.

• Funny quotes tend to be crowd pleasers for any target market.

• Inspire your followers: Find out what motivates your audience

Content Tips• Pinterest was built on the notion of DIY projects

and recipes.  • Share as many of these as possible with your

audience. • Make it your goal to share a helpful tip/image daily. • Infographics display very nicely on Pinterest and

are an eye catcher for your audience.

• Social media is a new way of engaging with your community.

• Your community is made up of customers, prospects, vendor partners, employees and the crowd.

• We don’t always know who is listening, so we must ALWAYS act as if everyone is listening, all the time.

• This is the most public messaging we will participate in as an organization.

• It deserves extreme care, quality, and thought, every time.

In closing

Thank you!Blake@ArtemisStrategies.com

347 907 0968