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The Social Customer
Epicure, Social Media + You
Epicure is a social business
Social media is about relationships
State of social in 2011!
h#p://youtu.be/H61WvxOm1AM!
It’s in our DNA
Shortened attention spans
• up to our eyeballs in info
• 12 minutes to 5 seconds
• 27x
Canada is among the top 10
Women more active in social media
We are all social customers • We share our thoughts, likes +
dislikes
• On the web, our voices carry beyond our kitchen table
• Now, we go online to learn about products + services
• Trust like-minded people with common interests + experiences
• Synthesize many different ideas
Your brand is your promise
• Each conversation as an opportunity to share your journey
• People don’t want the hard sell
• Take the time to build trust + relationships
• Your success is your story
• Whoever has the best story wins
Use your head + heart • We believe our friends more than polished
brands + sales pitches
• We require others to share their opinions, hobbies + life
• Lead with your ears, not your message
• It’s about empathy + rapport
Business is human
Be generous, helpful + share knowledge:
– What are your values – What are you offering
– What makes you unique
– What inspires you
– What you do better than anyone – Who loves to associate with you
What we want
• service • insights • rewards for loyalty • exclusive content • provide feedback • community • honest info + reviews • no-fuss purchases
E-mail is your digital glue Over 1 billion e-mails sent each 24 hours: • more important than ever • drives traffic to websites, blogs + other sites
• embed videos, photos, podcasts
• targeted content produces results
From subject line to signature Make every word, image + link count : • Balance of personable + professional • Provide value • Be human, authentic, helpful • Keep it short • Get consent
Facebook dominates social media • Reaches more than half of the world’s global audience
• 3 out of every 4 minutes spent on social media
• 1 in every 7 minutes spent online !!
No longer a nice to have make it your virtual kitchen table: • it’s not build it + they will come • customer service + great content • be real, not polished • photos, more photos + videos • inspiration • motivation
5 things to keep in mind
! focus on building community + not just products
! asking people to like your updates works!
! questions tend to flat
! 50% of clicks happen within first hour
! weekends are magic
Messaging ≠ content
Each 60 seconds • 600+ new videos
• 35 hours of content
• YouTube is the world’s 2nd largest search
engine
• Find + share great content
• Epicure 2.0 is about bringing your stories to life
http://youtu.be/bGFflwe4mtI
Reaches 1 in 10 people worldwide • easy, digestible bites
• perfect listening + business intelligence
tool
• your photo + description lends credibility
• new customer service
• reputation management
• canary in the coalmine
Storytelling for blog posts is key Blog is your brand story headquarters: • best place to have conversations
• relationships + community building
• be passionate + excited online
• listening, responding + helping • it’s not about SELL, SELL, SELL
Make your journey count
Learn from two of the best !Sco#!Monty!–!www.sco#monty.com!!Jen!Fong!–!www.jenfongspeaks.com!!
What’s next?
Epicure’s story has multiple voices
Strategies for success Social business do’s: • be generous, helpful + authentic
• check Epicure’s Facebook + Twitter daily
• encourage others + lead by example
• keep up on what’s happening
• subscribe to Epicure’s blogs
Epicure + You = social contract Social Business don’ts: • spam your friends
• engage in arguments
• use logo as your profile picture • strong political or religious views • offensive language
• share company secrets
The way forward • take time to review handout • explore online resources
• social media toolkit + guidelines
• training modules
• consultant suite
• all about co-creation + collaboration
