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Social Media – You Don’t Have to Do it AllNatanya Anderson

Director, Social Media, Whole Foods MarketPresident, Austin Food Blogger Alliance@natanyap

+What to Expect Today

Creating a social media plan that’s just right

Examples of great culinary-focused social media in the wild

Q&A

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But first…A reality check

Fact: You can’t do it all in social media.

Don’t believe me?

+Your just right approach to social media

+The Six Million Dollar Questions

WHY do I want to do this social thing anyway?

WHO is my audience?

WHERE do they connect online?

WHAT does my audience like to do in social networks?

WHAT does it take to participate in each of these networks?

Given all of this, WHICH combination of channels is right for me?

+Why be social anyway?

250 million messages are “tweeted” each day

6 billion photos are uploaded to Facebook each month

10 pictures per second are uploaded to Instagram

Users 55+ are driving the growth of social via mobile networks

+But what are your business objectives?

Create awareness of a product or service

Build personal brand

Connect with current and potential customers

Enter a new market

Drive traffic to an online store

Differentiate yourself in a crowded space

All of the above?

+Who is Your Audience & What Social Networks Do They Like?

Gender

Age

Education

Income

Priorities

Passions

Preferences

+What Is Your Audience Doing in Social?

When in doubt, ask!

+The Hairiest Question: What Does it Take to Be Social?

+Secrets to Success in Any Social Channel

Stand Out

Engage

Create Communit

y

Give people a reason to spend their precious time connecting with you

Create compelling social content

Engage for the long run to turn tweets and likes into an extended relationship

+Consistency is King

+Facebook

What It’s Good For Establishing personal brand Spreading content which can lead to new

customers and/or brand awareness Building loyalty and establishing

differentiation

Stand Out Page name and visuals to show what unique

experiences you’ll bring Build awareness through other channels Test ads

Engage & Build Community Fun and interesting content (not just yours) Photos Videos Polls and questions

What it takes: ~30 min per day Post 1-2 times daily, 5 min each Respond to comments 3-4 time daily, 5-10

min each

+Twitter

What it’s Good For Building brand awareness Driving traffic to other digital content Expanding your customer base

Stand Out Follow and retweet Search and celebrate Build awareness through other channels

Engage & Build Community Tips and tricks Photos Twitter chats Hashtags and memes Create a real-time view of your world

What it takes: ~60 minutes per day Post unique content 3-4 times/day, 5 min

each Retweet, respond, connect 3-4 times/day, 5-

10 min each Participate in weekly events 1-2 times/month,

60 minutes each

+Instagram

What It’s Good For Establishing your brand and expertise Providing a different view of your

skills Connecting with new audiences

Stand Out Get creative! Be casual Find your unique point of view

Engage & Build Community Make new connections Like and comment Join hashtag events and mems

What it takes: 5-10 minutes per day Post 4-5 times/week as it strikes your

fancy, 4 min/each

+Pinterest

What It’s Good For Highlighting your expertise and passions Driving traffic to existing digital content Finding new customers

Stand Out Focus on others, with a bit of yourself

sprinkled in Pin from unique and interesting sources Provide a unique POV; become a trusted

curator Search and celebrate Build awareness through other channels

Engage & Build Community Re-pin Comment Encourage passions

What it takes: ~15 min/per day Post and comment sessions 3-4 times per

week, 15-30 minutes each

+Blogs: Text, Video, and Photos – Oh My!

What It’s Good For Create a digital destination all your own to

showcase your brand and expertise Extend the scope of your brand Provide a home for all of your other social

channels to point to

Stand Out Find a unique POV Tell stories you aren’t telling in other places or

ways Be fun and helpful Mix media – many people don’t read as much

as they used to

Engage & Build Community Comment on other blogs Respond to comments on your post Celebrate others

What it takes: ~6-12 hours per week Post 2-3 times/week, 2-3 hours each (or

longer) Review comments each day, 5-10 minutes

each Comment on other blogs 2-3 times/week, 30

minutes each

+A Few More for Good Measure

Examples Who & Why Key to Success

Time

Reviews • Foodspotting

• Yelp• Urbanspoon

• Any food expert

• Build personal brand

• Regular posting

• Follow others

• Comment & engage

• 1-3 min/dish• 5-10

min/review

Location • Foursqure• Facebook

Places

• Brick & mortar businesses

• Build loyalty

• Rewards for regular visitors

• Publicize

• 15 min/setup

• 5-10 min/week to review

Professional Networking

• LinkedIn • B2B• Expand

customer base

• Network

• Maintain updated profile

• Participate in discussions

• Connect

• 60 min/setup

• 15 min/month maintenance

• 5-15 min/week particiaption

+A Word About Cross-PostingNOT ALL SOCIAL NETWORKS ARE THE SAME!

The Good Instagram auto-post to Facebook

and Twitter Links to blog posts from

Facebook and Twitter Don’t auto-feed, take the time

to create a unique teaser Videos from YouTube or Vimeo to

Facebook and Twitter Pinterest

Auto-feed pins and boards you’re following to Facebook

Mentions of specific board with links in Twitter

Blog posts to LinkedIn

The Not so Good Facebook to Twitter auto-

feeds Pinterest pin auto-feeds Blog post to Facebook

and Twitter auto-feeds Twitter status to Linked in

auto-feed

+The Magic Formula

Your plan

Your time & comfort

Your audienc

e

Your goals

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Social in the Wild, Q&A