Social Chemistry

Social Chemistry

Telling your story

Telling your story

What’s your presence saying?

1. Visual branding2. Profile: who do you attract, keywords3. Content: first impression

What’s your presence saying?

What’s your presence saying?

What’s your presence saying?

What’s your presence saying?

What’s your presence saying?

Who do you want to attract?

Who is your ideal customer?Avatar: age, gender, income, family, occupationBehaviour: daily routine, leisure interests, media consumedFood: where do they buy food? Do they cook? How often do they eat out? What triggers it?You: why do they love eating at yours? Why do they return?

Why do we need this?

Why do we need this?

New potential customerPrevious customerBrand advocate – on and offlineSharing is key – that’s why we want to get responses –also a response gives more emotional attachmentAdded oomph to marketingNaturally join in conversations around kitchen table/ around office coffee machineTelling your story in a way that’s relevant and means something to those you want to attract; not just marketing-speakSuccess and enthusiasm win every time!

How do we do this?

Content

Content

Content

Content

Content

Content

Examples:https://www.facebook.com/MangoTreeLondon/timeline

https://www.facebook.com/pages/The-Grapevine-Exmouth/185678634787523

https://www.facebook.com/harrysrestaurantexeter

https://www.facebook.com/TheHarbourKitchen

https://twitter.com/MangoTreeLondon

https://twitter.com/No12restaurant

What content do you have?What do you need?

What feeling will it convey?

Pictures: your story, get sharedSurroundings, details, food, staff, events, customers, ingredients, suppliers … your usp.How to get from customers?Videos: 3D experience, your story, trust, get engagement.Testimonials: social proof

Next Steps

Next steps

What steps will you encourage?Low key: pop in; call to book.

First-time: voucher, discount for bringing friends

Returning customer: loyalty card, offer for new menu item

‘Off-peak’: free glass of wine?

What steps will you encourage?

What steps will you encourage?

How and when …

How and when …

Your content scheduleMon: How was your weekend? Highlights of oursStory about ingredients/ supplierTues: Offer for off-peak bookingPhoto of food/ venueWed: TestimonialVideo of event/ staff/ viewThurs: Share recipe/ ideaWhy not pop in at weekend?Fri: What are you doing at weekend? What we’ll be doingPhotosSat: Joke/ competition/ question/ what’s on locallyPhotos of customers having lovely timeSun: Photos of view/ foodLunch/ evening offerCustomer content

Your content schedule

Get it done beforehand!Needn’t be complicated (often simple and authentic is best)

Hootsuite – TwitterFacebook – Schedulerbut CHECK regularly!

Your content schedule

But also listen:@ … your name … on TwitterAlso search on Twitter without @

Set up Google alerts for your business name and/ or key people, keywords.

Your content schedule

Your content schedule

How and when …

How and when …

How and when …

Grow your audience

Grow your audience

Facebook ads – check out any potential provider(NB only 5% likes see your posts now)Timeline contests to get your name mentioned a lot!

Twitter - #devonhour, #journorequest(hashtags are just labels)Great British Bake Off example of hashtag in tweets to grow followersTwitter Lists- private/ publicTwitter searches eg. “hotel … Exeter’

Is it working?

Is it working?

Your investment (time/ resources) vs. profit per customer(Bitly- shortener with analytics)

What will you measure?

SummaryKnow your storyKnow your customersTell your story- great contentEncourage responsesMix in encouragement/ offersShare at right times, respondGrow your audienceMeasure results

Further workWhat do you need to do?Your uspYour customer avatarYour branding/ profileYour contentYour offersYour scheduleHootsuiteSales pitch for Facebook/ TwitterWhat you will measure

THANK YOU!For your free guide: http://bramblebuzz.co.uk/facebook-marketing-secrets