Social Business Presented at FSCI By Paul Barron. Telling the digital story to create in-real-life profits

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1 Social Business Presented at FSCI By Paul Barron Telling the digital story to create in-real-life profits

2 Presentation by Paul Barron 2 Founder Digital Branding & Social Consumer Analytics Author The changing landscape of the American food consumer Advisor Early stage private equity group Show Host Video web show on executive leadership Founder Fast Casual.com, Fast Casual Summit, Fast Casual Alliance Contact On

3 Todays new landscape of communications 3 Agenda The social eco system and how it affects B2B and B2C business today. Social Influence and how that impact helps your business Building the global Micro-Brand the how-to's and tactics for using the powerful social media tools Workshop Session - Building content to build business

4 Social eco-system The new landscape of communications and interactions.

5 Consumers and business are embracing digital life vs just technology at a faster pace than any element of modern day culture - Forbes Magazine Social Savvy Business and Consumers

6 Consumer food away from home - based on social interactions with restaurants Q Avg. Q Avg Occasions per month on food away from home Fast Casual QSR Fine Dine Casual Based on more than 21.2 million consumers eating out a minimum 2x per month. [Data provided by Digitalcoco.com

7 Consumer using social media as customer service platform 0.5 Customer Service % % 31% 27% Other Complaint Service Quality Food Quality Offer Ideas or praise Based on more than 21.2 million consumers eating out a minimum 2x per month. [Data provided by Digitalcoco.com

8 Consumer Mobile interactions with restaurants 40 Use of Mobile to engage with restaurants Tweet About Facebook Post Check In Other Based on more than 21.2 million consumers eating out a minimum 2x per month. [Data provided by Digitalcoco.com

9 Mobile interactions by restaurant type 0.3 Use of Mobile to engage with restaurants % 21.6% % 9.7% 0 Fast Casual QSR Casual Dining Fine Dine Based on more than 21.2 million consumers eating out a minimum 2x per month. [Data provided by Digitalcoco.com

10 Aging restaurant consumers ( 50+ ) with rising use of social media platforms engaging restaurants 0.3 Use of Social % 19% % 0 2.9% Facebook Twitter Location Based Yelp Based on more than 21.2 million consumers eating out a minimum 2x per month. [Data provided by Digitalcoco.com

11 Aging restaurant consumers ( 50+ ) with rising use of social media platforms engaging restaurants By Restaurant Type % % % 23% 0 Fast Casual QSR Casual Fine Based on more than 21.2 million consumers eating out a minimum 2x per month. [Data provided by Digitalcoco.com

12 The digital-eco system 12 Ones to be engaged with NOW Ones to watch Giants on the line

13 The shift from anonymity to transparency 13

14 The shift from anonymity to transparency 14

15 Are businesses seeking new forms to connect with suppliers and consumers? 15 Restaurants on Twitter Restaurants on Facebook Restaurants on Youtube ,300 6,900 22, ,200 87, , , , , Based on more than 21.2 million consumers engaging restaurants and food [brands in social media platforms of Facebook, Twitter and Youtube

16 Why Engage Now 16 Restaurants and suppliers have increased social media budgets 300% + in the past 18 months. 87% of Restaurant Brands have identified social media as a main force for guest connection 23% of Restaurant Brands now seek interactions from suppliers and partners in social media

17 Restaurants engaging suppliers & partners on social channels Engage Suppliers 3% 23% 38% Seek Resources 2% 35% 49% Looking for prod Info 4% 46% 61% [Based on more than 21.2 million consumers engaging restaurants and food brands in social media platforms of Facebook, Twitter and Youtube

18 Operators are seeking a break away form the noise and seeking daily oasis and new content destinations (NOT MARKETING) 18 They want information, education and product awareness in a whole new way

19 Top B2B Brands in Social Media 19 Promoting their event, developers and customers Acquisition to get more social interactive customers engaged with and Facebook

20 Top B2B Brands in Social Media 20 Using video as education and product awareness Using Facebook as customer testimonial distribution

21 So we have established the market, the engagement and the opportunity. WHAT'S NEXT 21

22 Social Influence Why this is important and what it can mean to you in the future

23 Building your digital footprint matters BIG-TIME Independent and raw based review of what you offer based on your social actions Where consumers will look for authority and thought leaders Where business will look for supplier and partner engagement Where all will look for authenticity (enough with the 23

24 Klout - Peer Index - Social Insights 24 What is Klout Tracking across multiple platforms Most widely accepted and used Algorithm based on activity

25 Peer Index 25 What is Peer Index Tracking a variety of platforms Seeking influence footprint (what you are an expert in) Topical analysis Reach analysis Claim your account on Authority and Activity

26 Social Insights 26 What is Social Insights Tracking primary active platforms Reach of audience Engagement with audience Interaction from audience Referral from audience Audience Influence

27 Creating your Global Micro-Brand How niche will connect us better than ever CASE STUDIES

28 What is a Micro-brand 28 Focused on a segment or interest area Highly influential on discipline Develops thought leadership in community or industry Connects the key influencers

29 Others doing it right 29 Radiant POS Shows educational and niche blogs

30 Others doing it right 30 Twitter and Facebook as new ways to communicate with dealers and end users

31 Others doing it right 31 Olo.com using Youtube as education and direct connector for video to their clients

32 Others doing it right 32 Fishbowl using Twitter to educate, engage and influence restaurant operators as the leader in marketing services.

33 33 Now the intersection of brand, operator, consumer and message are all swirled into one. Don't fear the unexpected Embrace your brand voice. It's probably different than what you think.

34 CASE STUDY to understand how operators are using social and the digital brand 34

35 Creation of a social brand interaction contest - How brands are interacting- Biz Case 35 Why its important to understand how your clients are using Social Media Video went viral Fans went crazy Lost a 1,000 pounds Engaged the #GenghisNation Created a brand legend

36 36 The Primary Goals 1) Build a new view of our brand towards healthy options 2) Increase FAN engagement 3) Increase our in-store visits 4) Increase our social influence & reach

37 37 Building the healthy connection Build a multi-platform for our fans to engage and tell their brand story. Blog, Twitter, Facebook and YouTube

38 38 Increase the Genghis Fan engagement

39 39 In-Store Engagements and visits Giving our Fans a reason to visit every day and a way for them to spread the word. Visit GGHEalthKwest.com

40 Decentralizing the brand 40 How Genghis Did it Go where the people live Don't expect them to come to you Deliver content not ads Don't forget that it's about them Don't get caught sliding in the marketing message If it's an ad be clear don't try to confuse them - it turns them off If it's really about them, let them be "Them"

41 41

42 Next Steps Is there a right way and wrong way to explore this new opportunity or should I just jump in?

43 43 Noise Vs. Signal Billboards, Radio TV commercials Web Ads Tweets that talk about what I should buy Facebook Posts that invade my personal friend space Online or IRL Distractions People Community Things about the operator Things that the operator cares about Those who care about my business Mission Values Friends Family Money Things that make me better

44 What can you do NOW? 44 Get your message and your brand definition solid Know who your customers are and engage them Study your competition, its wide open now Fast is better than perfect Content is the new marketing message Content is the new customer service delivery Content is the new customer advantage over you Create real networks that can equate to real audience

45 What to be careful of 45 Don't get caught up in the numbers game Make sure you are building real digital brand assets, not just a new commercial channel Focus on the bottom up - first contact point Get buy in from your team and educate them Deliver signal not noise Move fast and often

46 Presentation by Paul Barron 46 Chief Fusion Officer Founder Digital Branding & Social Consumer Analytics Author The changing landscape of the American food consumer Advisor Early stage private equity group Show Host Video web show on executive leadership Founder Fast Casual.com, Fast Casual Summit, Fast Casual Alliance Contact On

47 Digital Workshop The know and How-To of building your digital Micro-Brand Workshop

48 48

49 Tools, Tactics and Platforms 49

50 Find the influencers in any area of discipline 50 Search topics of interest, Restaurant, Hospitality etc. This will find influencers and though leaders in your area of business. Most Influential based on what they say and who they talk to Based on most followers on Twitter

51 Day to Day Management 51 Twitter, Facebook feed and mention management. Multiple Account Facebook Posting Twitter Posting Scheduling Team programs Stats

52 Monitor, Build and Campaigns 52 Channel Monitoring and brand management, search and engagement Advanced / Expensive Twitter & Facebook audience tracking, message management, multiple accounts, and engagement - Beginner / Intermediate/ Affordable Facebook contest management, development, legal and tracking Advanced / Expensive Acquire targeted audience, audience analytic, custom demographics social program development - Intermediate / Affordable

53 Setting up Twitter Workshop

54 54 Choosing the name - important step Public or Private Good links from Twitter Page Great Bio Plan your outbound tweets (just like ) Use basic templates until your are ready for custom backgrounds Workshop

55 55 Art of the Tweet Tweet Construction What is a hashtag What is a list Why this stupid little bird anyway? Workshop

56 56 How to follow Why to follow Be careful of aggressive following max then only 10% above Don't spam! Be nice and helpful Use the proper #hashtags Workshop

57 Video is worth a 1000 words really! Workshop

58 Making Youtube Work for you 58 Video is the most powerful to deliver a message Video is easy and cheap Video can be great for SEO (google juice) What are the steps Workshop

59 Working Youtube 59 Channel Name (match to your brand be consistent) on twitter etc Plan your first 3-4 videos and post all at once to bring inventory Include on biz card, website and signatures Use Youtube as your website Use Twitter as your customer service platform FREE What tools to use, Inexpensive USB cameras, Simple Upload tools including Youtube free tools Workshop

60 Your First Video 60 White wall as a background Make your point and make it again Have a call to action Give resources and a few tips to establish your credibility and expertise Write a simple script but not too polished Let them know if there will be more to come Workshop

61 Setup 61 Channel Setup Video Upload Use Twitter to broadcast it! Workshop

62 Find viewers 62 Using Twitter to find the brands and business you want to talk to. Their website will tell you if they are on twitter Follow them Be careful of to aggressive following Start asking them questions, engaging Share tips and them share your video with them Spend about 2 hours a week doing this - it pays Workshop

63 Linkedin & Slideshare Workshop

64 Linkedin 64 Know if your audience is on Linkedin and are they active Join some groups first and see if it makes sense Understand the way Linked in is used Use Pro $20 Offer recommendations Never Spam! Provide presentations or free stuff to the groups Package with Slideshare Use your Twitter and Youtube channel to integrate your content Share, Share, Share Workshop

65 Setup Linkedin 65 Good Bio Past work Start with the 1st layer network of friends and customers Education, list everything Good Picture, nothing old! Don't be aggressive with outreach Be thoughtful of others this is their space Request friends on 1st and 2nd level (3rd use inmail) - not free! Workshop

66 Presentation by Paul Barron 66 Chief Fusion Officer Founder Digital Branding & Social Consumer Analytics Author The changing landscape of the American food consumer Advisor Early stage private equity group Show Host Video web show on executive leadership Founder Fast Casual.com, Fast Casual Summit, Fast Casual Alliance Contact On

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