Social Media Survival Guide for the B2C FOOD & BEVERAGE Industry

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Information about Social Media Survival Guide for the B2C FOOD & BEVERAGE Industry

Published on March 18, 2014

Author: digimind



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Social media is extremely important for this sector because it is a source of potential clients and unfortunately also a source of potential crisis. Today the impact of word of mouth recommendations or criticisms is much greater than in the past given how fast things spread via social media. KPMG’s Food and Beverage Industry Outlook Survey from 2012 showed that 63% of survey respondents acknowledge that social media is having a significant impact on their industry.

This eBook gives you all of the information you need to implement a winning social media strategy.

Key Takeaways include:

- How to get started on your recommended social media channels
- Key statistics and specific case studies
- Best Practices for each network
- Industry insights about Google+


CONTENTS KEY TAKEAWAYS 4 FOREWORD 5 INDUSTRY INTRODUCTION 6 BLOG 8 Facts How to get started Case Study: Innocent drinks FACEBOOK 11 Facts How to get started Campaign ideas Best Practices TWITTER 17 Building brand awareness Lead generation Customer services Best practices YOUTUBE 23 Facts How to get started Case Study: Innocent Drinks Best Practices PINTEREST 26 Facts How to get started Case Study: Whole Foods THE POWER OF GOOGLE+ 30


MAKING SENSE OF SOCIAL MEDIA 4 KEY TAKEAWAYS Thank you for downloading Digimind’s Social Media Survival Guide for THE B2C FOOD & BEVERAGE INDUSTRY. This eBook gives you all of the information you need to implement a winning social media strategy. We guide you through: How to get started on your recommended social media channels Key statistics and specific case studies Best Practices for each network Industry insights about Google+

MAKING SENSE OF SOCIAL MEDIA 5 Thank you for downloading this eBook. Digimind is constantly working to bring you useful and insightful content to make your job easier and help you navigate the complex world of social media. With the launch of our next generation social media monitoring tool, Digimind Social, in October 2013, we are now better equipped than ever to assist you through these turbulent waters. Beyond our technology, our teams in North America, Europe, Asia and Africa are constantly gleaning the latest social media and digital marketing trends and insights and delivering them in easily digestible formats. We are very happy to share our insights with you and we hope you find this eBook interesting and insightful. If you like what you see here, you’ll find many more similar resources and best practices on our website. Enjoy, Paul Vivant Founder & CEO FOREWORD

MAKING SENSE OF SOCIAL MEDIA 6 Deciding which social media platforms to use is easier for B2C than B2B companies, given the huge consumer audience on all of the social networks. But what is challenging for B2C companies is figuring out how to influence such a big audience and monitor what all of these people are saying. Are they asking for advice? complaining? or generally happy with your product? Social listening is a key role for your Community manager who can leverage smart social media monitoring tools to listen, analyze and engage with your customer base to make better business decisions. These insights are not limited to your Community Manager. Your Sales and R&D department can also use these tools to find quality leads or see what people like and dislike about your product. Let’s have closer look at your industry. Social media is extremely important for this sector because it is a source of potential clients and unfortunately also a source of potential crisis. Today the impact of word of mouth recommendations or criticisms is much greater than in the past given how fast things spread via social media. KPMG’s Food and Beverage Industry Outlook Survey from 2012 showed that 63% of survey respondents acknowledge that social media is having a significant impact on their industry. So which social media platforms should be used for the Food & Beverage sector? Because this sector touches all people who eat and drink you have a big audience and a lot of possibilities. You should definitely target the social media platforms that have the greatest number of users like Facebook, Twitter, Google+, Youtube, and Pinterest, as well as creating a blog which people can subscribe to. Here we show you how to capitalize on the best social media platforms for your industry. INDUSTRY INTRODUCTION

“...this sector touches all people who eat and drink you have a big audience and a lot of possibilities...”

MAKING SENSE OF SOCIAL MEDIA 8 Content creation and having a strong blog should be central to your marketing strategy, as you can provide information about your products and services and explain how and why they will benefit your target audience. A blog is a social media platform that you own so you can edit it on a daily basis in order to provide a continual stream of fresh content that will feed other social media networks and enhance your online presence. According to Social Media Examiner’s 2013 Social Media Marketing Industry Report 1 , marketers generally underutilize blogging; less than one in five put it at the top of their list. Furthermore, marketers who are using blogging are missing out on generating valuable leads because they are not mobile-optimizing their blog, despite the fact that the Pew Internet Project’s social networking research 2 has shown that 40% of cell phone owners use a social media site on their phone, and 28% do so every day. In order to access these potential leads, you must first create your blog. How to start a blog? Digital Marketing Expert Heidi Cohen’s ‘How To Plan Your Blog’ 3 provides some great insight. Before you begin, you must ask the following questions: What is your goal? Blogs serve several purposes; you can use it to build brand awareness; gain marketplace insight; attract more potential clients; improve SEO, exposure and traffic; support sales and build business relationships. You must set out specific goals in order to develop an effective social media strategy. Who is your audience? Because the Food & Beverage industry is so universal, your audience is everywhere online. However, you need to work out exactly what your audience is interested in so that you can create targeted, effective content. The best way to do this is by engaging with them on social media sites or asking them to subscribe to your blog and give feedback. What sort of content format will generate leads? Given your sector, you should focus on providing visually interesting content; this means illustrated recipes involving your product, how to videos, infographics about your industry, and photographs of different ways people can use and enjoy your product. What is the optimum content frequency? You should update your content regularly and be sure to capitalize on occasions like Easter, Thanksgiving, Christmas etc to give people seasonal ideas for using your products and enjoying themselves generally. This is a great way to ensure you don’t overload your blog visitors with heavy marketing content. Create an editorial calendar so you can keep track of when and who should post. The cheapest and easiest way how to build a blog is by using Wordpress (or another content management system such as Drupal, Joomla etc). There are plenty of different templates to use and a number of freelance blog builders who can take over for a small fee, although using in-house human resources will BLOG

MAKING SENSE OF SOCIAL MEDIA 9 minimize your total marketing expenditure. Don’t forget to implement the Google Analytics tool to measure your traffic and exposure, and to discern what kind of content is the most popular. You will gain insight into the sort of information people are searching for in your sector, such as typical reasons for complaints or a product or service that is desired but unavailable, and you will find topics being discussed by consumers which you could use as a communication strategy. Google Analytics is a great social media monitoring tool as it will enable you to adjust your content according to the information. Finally, when you have constructed your blog, you should implement a social media sharing toolbar, as there is a huge space to promote it on your other social media platforms. With social media sharing, your blog posts will keep on giving long after they have been published. Here is how one drinks brand is capitalizing on this social media platform.

MAKING SENSE OF SOCIAL MEDIA 10 Case Study Who: Innocent drinks Product: Healthy, sustainably-produced fruit smoothie and juice drinks Social Media Platforms: Blog, Facebook, Twitter, YouTube, Google+, Pinterest, Instagram Approach: The innocent blog is very well branded right down to the font they use for their blog posts which matches the font on their drinks. The domain name is attached directly to their main website so those looking to visit the blog on the site simply need to select the ‘blog’ tab where the posts are organized by the most recent entries, but can also be accessed by month or category. For innocent, keeping their blog attached to their website is a good idea because they blog solely to share information relevant to their industry, rather than directly about their products. They keep things light and relevant by regularly posting healthy eating tips to coincide with the season, information about competitions they’re running and information about national events such as ‘National Poetry Day.’ This encourages their blog visitors to engage with them as they are not just marketing their products. Furthermore, innocent encourage people to share posts on their Facebook, Twitter and Google+, and also provide links to all of their other social media sites so that their content is shared and users of other social media platforms can get in touch with them. Their content could be improved by providing more interesting types of media like video which will encourage more sharing, as currently their blog only provides images and text.

MAKING SENSE OF SOCIAL MEDIA 11 Why Facebook? The answer is simple; with 665 million active daily users6 it is by far the most frequently used social media platform. Consumers in your industry are using Facebook on a daily basis, engaging with each other and sharing their experiences, desires, delights, and disappointments. Through Facebook you can connect with these active users and consumers by joining discussions, offering advice and recommendations, and replying to any criticisms they might have about your product. However, in order to benefit from this communication strategy, you must first create a Facebook page. How to set up your Facebook page? Begin by creating a Facebook page which will be attractive to your consumers. You should use images which represent your brand, and a cover photo which communicates the main message of your organization. Remember to keep the profile photo simple; using your logo or mascot will create a strong brand association when it is shared and Liked on the network. The Like button on your page is very important for generating Facebook followers. When you’re ready to launch your page, think about campaigns (both free and paid) that will help you generate Likes and a following for your page. We bring you some ideas. FACEBOOK

MAKING SENSE OF SOCIAL MEDIA 12 FACEBOOK CAMPAIGN IDEAS “Fill in the blank” posts Encourage your consumers to engage with you, either by asking them to complete a puzzle or by asking general knowledge questions that are relevant to your industry. Offer your followers an exclusive discount, information or special offer on your page This will generate interest in your page, especially if you make the giveaway conditional upon them posting about your brand.

MAKING SENSE OF SOCIAL MEDIA 13 Use an events page to promote your new product, charity activities, promo offers etc. This will generate social media buzz for your brand. If you decide to host an event, be sure to post photographs of the event on your page so that your consumers see the people behind the brand.

MAKING SENSE OF SOCIAL MEDIA 14 Ask your fans to create a new product A great example is Create Dunkin’s Next Donut” contest which generated more than 130,000 donut submissions and 174,000 votes. Let your fans play games or enjoy your special videos/apps The big advantage of this kind of content is that you can collect user info.

MAKING SENSE OF SOCIAL MEDIA 15 Vary your content Combining infographics, videos, recipes and information will make your page interesting and attractive for consumers. Video is particularly effective, as you can provide valuable information quickly without overwhelming your consumer with too much detail and losing their attention. Connect your social networks You can do this simply by typing ‘tab for...’ and then the name of the social media channel you want to connect to into the Facebook search bar. For example, by typing ‘tab for Pinterest’ into the search bar you will be directed to the app page in the app centre where you can install the application quickly and easily. Any posts you make on your Pinterest will then automatically appear on your Facebook page. You can add apps like Twitter, Instagram, Pinterest, YouTube, Flickr, Blog (for blog search for ‘RSS tab’) etc.

MAKING SENSE OF SOCIAL MEDIA 16 FACEBOOK BEST PRACTICES: • Share photos and videos rather than a link It is important to ensure that all of your content is accessible in one place. • Keep your posts short You want to capture the attention of your consumer without overloading them with information. • Call to action Asking your followers for their opinion is a good communication strategy, and a good way of generating leads. • Always answer your follower’s questions You cannot expect people to answer your calls to action, if you are not willing to do the same in return. Answering your followers is a key communication strategy as you need to build a relationship with consumers in order to convert leads into sales.

MAKING SENSE OF SOCIAL MEDIA 17 Twitter is another good social media platform because you can provide quick, easily digestible news about your industry and brand, and it is a great source for potential customers, followers and brand ambassadors. Many companies are using Twitter as a customer service channel because it enables them to respond to queries in real time and provide information about their brand without aggressively marketing themselves. It also enables them to create an online following. Here are some facts about Twitter, courtesy of and bufferapp.com4 , and information about how it will benefit your brand: 140 million tweets are sent per day on average - There is a huge audience for your organization waiting to be tapped into. 40% of people on Twitter don’t tweet but watch other people tweet – You can generate leads and sales simply by providing good, informative content. You can link your Twitter account to your other social media sites – You can increase exposure for your blog and official website simply by linking them to your Twitter account. Furthermore, you can provide links to content on your other social media networks. Remember, including links makes tweets 86% more likely to be re-tweeted. You can #hashtag certain topics – This will enable you to interact with other twitter users who are talking about the same topics as you, which will help you to build relationships with prospects and create your own online community. Including 1 or 2 hashtags in every tweet will get you 21% more engagement from other twitter users. As you can see, Twitter is a place where you can build brand awareness, provide customer service, retain loyalty or promote your product or service. TWITTER

MAKING SENSE OF SOCIAL MEDIA 18 Let’s look more closely at different ways to use Twitter. Building brand awareness If you haven’t yet set up your Twitter page, you must create a profile with your logo, a header and a good biography. The next step is to start tweeting, follow people, and of course gain your own following. Below are three tools which will help you find the most suitable people to follow on Twitter: Remember, photos are particularly important when it comes to brand awareness, and good ones are worth far more than 140 characters. You can be creative, or focus on a specific event, while still marketing your products or services, and below is one example from the coffee chain ‘Starbucks’ after the birth of the royal baby in Britain. Twitter competition A good way how to gain more followers is to organize Twitter competition. Jeff Bullas wrote a great article “4 Awesome Types of Successful Twitter Contests”5 on this topic in which he describes four types of Twitter competitions: creative answers, sweepstakes, photo contests, and Question & Answer. Creative answers - The organiser will ask users to reply to a question using a specific hashtag. The winner will be the person who tweeted the best or most creative answer. Note that it is very important for people to follow the specific hashtag mentioned. Sweepstakes - Sweepstakes are very popular in the US. The main principle is that winners are chosen at random or through a ‘lucky’ draw. Here you can ask people to retweet a specific tweet to win a prize. Photo Contest - Ask people to take a photo with your product to win the contest and get a prize. Of course, don’t forget to add a specific hashtag for the contest. Question & Answer - This is a very simple way to organize a contest, but it is still effective. You can simply ask a question about your product or service that has a right or wrong answer, and the winner will be the person who answers most quickly or accurately. REMEMBER ALL COMPETITIONS OF THIS NATURE MUST BE IN ACCORDANCE WITH THE LAW AND TYPICALLY REQUIRE OFFICIAL RULES AND REGULATIONS.

MAKING SENSE OF SOCIAL MEDIA 19 Lead generation 140 million tweets are sent per day on average. Amidst all of this noise are your target consumers talking about products and services you offer and asking for advice. It is the perfect opportunity to reach out to these consumers, recommend your products or services and perhaps offer a sample or demonstration. It might seem like an impossible task to sift through the Twittersphere to find your target audience, but we will show you how through a simple keyword search: By simply using the query -http ? “keyword”, you can bring up a targeted stream of search results for a given keyword on Twitter. For example, the query -http ? “cocktail party” will return the search results below. Many drinks companies market themselves as both B2C and B2B, which is why using Twitter is a good idea. An alcohol brand could engage with a company or a bar to encourage them to stock and sell their product, or engage with individuals who are looking to throw a party and give them different ideas for how to use their product.

MAKING SENSE OF SOCIAL MEDIA 20 Customer Service The days of sending letters and using Customer Service hotlines are largely over, especially for companies in your industry. Consumers are now demanding more immediate attention, so customer service has moved online and more specifically, onto social media sites like Twitter. Nielson’s 2012 Social Media Report showed that 47% of customers looking for customer service turn to social media, with 27% turning to Twitter. This is good news for you, as Twitter is free and already has millions of existing users; it is just up to you to find your customer base. Dell is a good company to look at when it comes to company service. After Jeff Jarvis posted the catchy phrase ‘Dell Hell’ referring to poor customer service on his blog, it travelled around the internet and was even mentioned in the New York Times, resulting in an online crisis for the company. In response, Dell began a customer service campaign on social media which has been extremely successful. They offer solutions to unhappy customers in real time, meaning that they have recovered their brand reputation and escaped the ‘Dell Hell’ catchphrase. Dell are offering one of the best customer services out there, and they are receiving positive feedback on their Twitter page which will encourage other social media users to buy their products, because they know there will be help at hand if they have a problem.

MAKING SENSE OF SOCIAL MEDIA 21 TWITTER BEST PRACTICES: • Keep tweets shorter than 140 characters People will be more likely to retweet your comment as every RT includes the @nickname of the user who tweeted initially. Shorter tweets are therefore simpler to RT. • Use hashtags Hashtags are being used more and more by Twitter users so it is much easier to locate and target your audience. But remember, you should use max.3 hashtags per tweet. • Grow your following You should keep adding followers as a number of people will follow you back. This is a very simple way to grow your online community. • Retweet with a comment Whenever you retweet, be sure to add your own insight or comment on the topic to make it more personal for your followers..

“...people prefer receiving information through more interactive formats like video...”

MAKING SENSE OF SOCIAL MEDIA 23 In this age of distraction, most people prefer receiving information through more interactive formats like video. For companies in the food and beverage industries, YouTube is a great option as it allows you to provide intelligence behind your products, popular adverts, employee testimonies, customer testimonies and information about new products all in one place. It is a great way for people to get to know more about your brand without being overwhelmed by information. There are two big advantages to using YouTube: 1. Videos are more likely to go viral than purely text posts. 2. You can easily embed YouTube videos into your blog or website without the weight of the video slowing things down. Still not convinced? Here are the facts about YouTube, courtesy of YouTube Press, and information about how it will benefit your brand: 400 Tweets per minute contain a YouTube video – Online videos are a media which will keep contributing to your brand long after they have been viewed. YouTube’s search bar is the No.2 online search bar, second only to Google – YouTube has also been part of the Google group since 2006, meaning that your brand automatically benefits from SEO when any of your videos are searched for on Google. Per month, YouTube attracts more than 1 billion unique visitors, who are spending 2.9 billion hours on the site and watching 6 billion hours of video – These numbers speak for themselves; your brand can capitalize on the huge volume of traffic that YouTube videos generate each month. YouTube Analytics Tool allows you to keep track of your audience – Who are your viewers? How do they find you? What do they like/dislike? You will have all the details to understand and engage with your target audience. YouTube is available on smart phones and tablets – This means your brand will be automatically mobile-optimized. How to set up your YouTube channel? It’s simple to get started. The first step is to create your profile and channel, and then you can customize your channel to reflect your brand identity. Google provides a great guide on how to customize your YouTube channel - Then it’s time to create a content strategy. You can simply share your commercials, interviews or how-to videos, but always make sure your content is original, frequent, and no longer than 15 minutes. YOUTUBE

MAKING SENSE OF SOCIAL MEDIA 24 Here is how one beverage organization is using various approaches to capitalize on this social media platform: Case Study Who: Innocent Drinks Product: Healthy, sustainably-produced fruit smoothie and juice drinks Social Media Platforms: Blog, Facebook, Twitter, YouTube, Google+, Pinterest, Instagram Approach 1: Organization and Presentation Innocent drinks are really capitalizing on this social media channel because they know the importance of visual marketing for their consumers. They have created a welcome banner for the top of their page to show visitors that this is the official innocent channel, and organized their page into playlists to make it easy to navigate. They have a ‘big knit’ playlist to keep followers updated on their online competition, an ‘innocent inspires’ playlist with talks and presentations about the brand and their ideas, an ‘advert archive’ and many more. Approach 2: Brand Ambassadors In their ‘innocent inspires’ videos, the brand provide videos of a number of different speakers who give inspirational talks about healthy living. The videos are aligned with their brand message, but the speakers range from musicians to up-and-coming chefs like Ollie Dabbous. Using brand ambassadors increases the reach and influence of these videos, as their fans could become fans of the brand and vice versa. Approach 3: Direct Customer Service Innocent use this channel to get their customers involved with their brand, and to create a discussion. Each year they hold their ‘AGM meeting’ where 150 customers are chosen to go to their HQ and ask questions or discuss their own ideas for the brand. Employees of the brand then answer the questions and give insight into their working life. The videos are then uploaded onto YouTube under the title of the query, however not all of the questions are about the brand so it does not come across as aggressive or staged marketing. It is relaxed and the tone is kept light with questions like; ‘What are your hobbies?’ or ‘Is that the same shirt you wore last year?’ Other questions ask for information about the business and it’s management, such as ‘Is there a reason you’ve grown slowly?’ or ‘What is your most popular product?’ Approach 4: Links to their other social networks They have connected the channel to their other social media channels, making it easier for people to share videos on their own social media sites. This will increase their online visibility as their videos will keep on giving long after they have been uploaded.

MAKING SENSE OF SOCIAL MEDIA 25 YOUTUBE BEST PRACTICES: • Create a good title for each video Keep it short but informative and think about keywords. • Provide descriptions Always provide a description and include a link to your website. This helps optimize your visibility to potential consumers and Google. • Tag your videos Video tagging is crucial to help viewers locate your video through search. • Annotation YouTube lets you add interactive commentary to your videos. These annotations allow you to add background info about your video, create stories with different endings, and/or link to other videos. Use these to improve the viewer’s experience, but be sure to keep them short (5-7 seconds). • Share your videos on other social media platforms Be sure to have an integrated social media strategy.

MAKING SENSE OF SOCIAL MEDIA 26 Pinterest has revolutionized the way social media users share information, and making use of this social media network is a great way for food and beverage brands to offer their consumers visually stimulating information about their products without aggressively marketing themselves. The site is taking the social media world by storm, and as its customer base keeps growing exponentially, companies are rushing to not only understand but also successfully utilize Pinterest. According to Business Insider, Pinterest accounted for 23% of social media generated e-commerce sales during the second quarter of 2012, because of its 3 main benefits. Firstly, companies can increase their brand authority, which is especially useful for the smaller and less well-known companies. You can position yourself as an authority in your sector by pinning your own content and sharing pins from a carefully vetted combination of sources in order to ensure your brand is providing the most accurate and useful information available. Secondly, you can expand your reach, and grow your consumer base. By using Group Boards and collaborating with popular pinners who have a large following you can expose your brand and content to more people. Thirdly, you can drive traffic to your site. In order to do this, you must first make your content attractive to other Pinterest users who will repin to their boards. However, companies in your industry are failing to capitalize on the many benefits that Pinterest has to offer. benefits that Pinterest has to offer. PINTEREST

MAKING SENSE OF SOCIAL MEDIA 27 Here are the facts about Pinterest, and information about how it will benefit your brand: It has over 70 million users and 2.5 billion monthly page views - These numbers speak for themselves; it is the fastest growing social network and your organization can translate the huge volume of traffic that posts generate into leads and sales. You can create organic content and re-pin or share content from other organizations - This will allow you to give consumers a good idea of your organization’s vision, values and influence. Furthermore, by re-pinning you can provide information about your industry without having to constantly create new content, which will save you time and effort. You can engage and interact with other Pinterest users - Not only will you be able to positively influence your consumer, but the viral effect the site provides will give valuable exposure to your brand, creating brand awareness and generating leads. The content is heavily visual - This will make your brand more attractive and memorable to consumers, as it is easier to obtain and retain information through a visually rich media. How to set up your Pinterest page? You can open a new account by email, or with a Twitter or Facebook account. Once you have set up your page, you can start pinning or re-pinning images to your board and you will have the option of sharing this content with your Twitter and Facebook followers. By adding a Pinterest button on your website, and announcing your Pinterest page on your blog, Facebook and Twitter pages you can raise awareness about new content on all these social media platforms. However, you should make sure your Pinterest board isn’t too focused on self-promotion, as it is not supposed to be used for aggressive marketing; it is a forum for sharing, interaction and discussion. Be sure to set goals and a social media strategy for your Pinterst page. You might wish to share visuals providing information about your organization and upcoming events, feature educational infographics and photos which reveal your workplace culture or simply promote the organizations other social media networks. As with all social media sites, the more you use it the more comfortable and skilled you will become, and by carefully monitoring the page you will be able to see what content is the most successful and make adjustments. Want more inspiration? See Pinterest success stories here: stories/

MAKING SENSE OF SOCIAL MEDIA 28 Case Study Whole Foods Market has a great Pinterest page which you can use for inspiration. Their page is well branded and provides a brief description of who they are, what they do, and where their products are available. Whole Foods is clearly well aware of the visual impact they can have on their clients which is why they use their Pinterest to give information to their consumers through images. The page is interesting and relevant to their industry, and it doesn’t overly market their products. Instead it is used as a way to engage with their consumers by providing useful dinner recipes, healthy eating ideas with vegetables, tips for gardening, interesting interiors etc. They have pinboards which will appeal to many different interests so they are more likely to get repinned, which in turn will increase their online visibility. They update their Pinterest page regularly, and have already pinned almost 3000 times, but this is how you create a 150,000 strong online following.

MAKING SENSE OF SOCIAL MEDIA 29 PINTEREST BEST PRACTICES: • Use tags This will make it more likely that your content will be re-pinned, which translates into increased exposure for your brand. • Pin at least once a day As with all social media sites, using them often is the only way to really benefit from them. • Don’t just pin your product photos Pinning inspiring photos that align with your brand will provide varied, attractive content and emphasize your brand’s message. • Don’t stop after pinning Remember to engage with your community by re-pinning or following interesting people who are potential customers.

MAKING SENSE OF SOCIAL MEDIA 30 When brands are planning their social media strategy, they often overlook Google+ which means they are missing out on the important benefits that Google+ has to offer. It has already surpassed Twitter in its number of active users, and is fast becoming known as the social network for companies and professionals.8 One important feature of Google+ which has attracted professional users is the ‘Circles’ feature which allows companies to segment and target specific audiences with unique messages. For example, you could separate your prospects and current customers into different circles which will give you more flexibility in terms of how you contact people and approve posts. You can also access existing communities or circles on Google+ which already contain people with shared interests. Here is a list of some recommended communities for your sector: Food Bloggers Food Bloggers Social Media Network Food Lovers Guide Cocktails Drink Better Wines Wine Lovers Beer Lovers You can also create your own community. Creating a community is an especially good way for companies in your industry to utilize Google+, for example you could create a special community with original recipes involving your food or drink products to show its versatility. Oreo serves as an excellent example, as they revived their generic cookie image to make it much more fun and modern, simply by creating a picture which showed consumers that they could enjoy the Oreo product as an ice-cream during the summer. It made for a successful marketing strategy, given their younger, more visually-orientated consumer base, plus they were able to target consumers who were more likely to buy ice-cream than biscuits. There are endless benefits to creating a community where you engage with customers, and encourage them to engage with each other and share their own ideas . THE POWER OF GOOGLE+

MAKING SENSE OF SOCIAL MEDIA 31 Integrating your Google+ and YouTube Channel YouTube now allows you to use your Google+ profile to change the display name of your YouTube channel from your username to your real name. You can see the difference in the examples below. If you want your YouTube channel to match the name on your Google+ personal profile, then go to your YouTube channel’s settings page and click on Link channel with Google+. What if you don’t want to change your YouTube channel display to your name? Then check out these instructions to try linking your Google+ page to your YouTube channel. This will help you link your YouTube channel to your brand vs. your personal profile.

MAKING SENSE OF SOCIAL MEDIA 32 Below are some more advantages, courtesy of Pardot 9 , which set it apart from other social media channels, as well as tips and best practices on how to capitalize on these benefits. SEO: Google has completely integrated Google+ pages into their search algorithms. This means that when a Google user searches for something online, they will see a ‘personal results’ section in their search results, containing content from Google+ networks that relate to their search. So if you are active on Google+ your page will contain more relevant content for indexing into search results. Share content with your circles regularly - You should create a schedule to make sure you are updating your Google+ page often. The more content you share, the more likely your page is to be viewed by prospects. Connect your Google+ with your other websites - By adding the +1 button to posts on your blog or official website, you will improve the search rank of your content on Google. You should encourage other Google+ users to share your posts, as the more +1’s you get the more relevant your content is. Vary your content - Google indexes various content types differently, so incorporating different media like articles, images and videos will not only make your page more appealing, but will also increase your reach. AdWords Integration: Google’s new AdWords feature, ‘Social Extensions,’ is an integration of AdWords and Pages which allows users to leverage the +1’s on their posts into their AdWords campaigns. So if you are using AdWords and a Google user searches for your company, their search results will contain the relevant ads as well as how many of their connections have given a +1 to your content (i.e., 30 of their friends recommend this company). This can drastically improve ad performance as so many people are influenced by recommendations. You will need to: Enable Social Extensions - Click the Ad Extensions tab in your account and select Social Extensions from the drop down menu and choose ‘new extension.’ Use social report segments - AdWords reporting now offers a ‘+1 Annotation’ segmentation in its report to provide insight into the impact of social media on ad performance. Add +1 button to your content - The more social recommendations for your company that can appear in search results, the more success your campaigns will have. GOOGLE+ BEST PRACTICES

MAKING SENSE OF SOCIAL MEDIA 33 MORE DIGIMIND EBOOKS Your Guide to Social Media Success white-papers/your-guide-to-social- media-success/ How to conduct competitor analysis white-papers/how-to-conduct-a- competitor-analysis/ 10 Myths About Online Reputation social-media/myths-about-online- reputation/ Read our latest analyses and articles on our blog:

MAKING SENSE OF SOCIAL MEDIA 34 CONTRIBUTORS Katerina Malinova Katerina is a Community Manager in Digimind’s Paris office. She manages social networks, designs marketing materials and prepares marketing strategies. Diana Kilner Diana is a member of the marketing team in Digimind’s Paris office. She is an experienced digital marketer and writes extensively on social media.

MAKING SENSE OF SOCIAL MEDIA 35 ABOUT Digimind Digimind is a leading global social media monitoring and competitive intelligence company that provides businesses with unrivaled insights into their true standing in the market. Digimind’s proven intelligence technology has provided Fortune 500 brands around the world with critical information for their business for more than 15 years. Profitable since its founding, Digimind has a 92 percent customer retention rate and more than 100 employees across offices in North America, Europe, Asia, and Africa. For more information, please visit Digimind at Digimind Services Digimind’s experienced consultants and analysts form the backbone of our Services Team, which helps our customers implement and succeed in their digital strategy. We provide a wide range of services, from working with you to build your digital strategy to providing fully outsourced analysis and reporting services. This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, Digimind does not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it.

MAKING SENSE OF SOCIAL MEDIA 36 So you’ve set up your social media strategy. Now what? Now you’ve got to monitor, analyze, measure, and engage with your audience. To succeed in today’s increasingly social and digital world, you need to understand what your customers want and what they’re saying about you. You need to know the competitive landscape, anticipate competitor moves, and engage with your audience. All of these conversations are happening on social media, and you need a tool to help you make sense of it all. Digimind Social is a next generation social media monitoring tool that allows you to: Understand what your customers want Measure the impact and ROI of digital marketing campaigns Monitor and manage the reputation of your brand Perform real-time, multi-faceted, multi-level analyses Compare your brands and benchmark against competitors Automatically generate customized reports in seconds … and much, much more! MAKING SENSE OF SOCIAL MEDIA


MAKING SENSE OF SOCIAL MEDIA 38 CONTACT DIGIMIND To have a deeper conversation, please contact: EUROPE Daniel HOUSE UK +44 7730 372 913 @DannyHouseCI Bonnie BAILLY FRANCE +33 (0) 1 75 43 44 28 @bonniebailly Cassandra KRAUSE GERMANY +33 (0) 1 75 43 91 45 cassandra.krause@digimind. com @CassandraDigi Adam NORS SWEDEN +33 (0) 1 75 43 08 45 @adam_nors AMERICA Chris HOTE BOSTON +1 617 943 8564 @chrishote MIDDLE EAST AFRICA Ichraq OUBRAHEM MORROCO +33 01 75 43 03 45 ichraq.oubrahem@digimind. com ASIA Stephen DALE SINGAPORE @stephendale81 Olivier GIRARD SINGAPORE @OliverGirard

MAKING SENSE OF SOCIAL MEDIA 39 REFERENCES 1 STELZNER, M. A. (2013, 5). Viewed on 10 2, 2013, on2013 SOCIAL MEDIA MARKETING INDUSTRY REPORT : SocialMediaMarketingIndustryReport2013.pdf 2 Brenner, J. (2013, 8 5). Social Networking (full detail). Viewed on 9 5, 2013, onPew Internet: http:// 3 Cohen, H. (2012, 9 2). How To Plan Your Blog. Viewed on 10 26, 2013, on 4 SMITH, C. (2013, 8 30). Twitter And Pinterest Account For Nearly Half Of Social Commerce Sales. Viewed on 10 22, 2013, onBusiness Insider: are-half-of-social-commerce-2013 5 Bullas, J. (2013, 6 21). 4 Awesome Types of Successful Twitter Contests. Viewed on 11 1, 2013, onhttp:// 6 Bullas, J. (2012, 5 14). 21 Awesome Social Media Facts, Figures and Statistics for 2013. Viewed on 11 1, 2013, on 7 Youtube Press, Statistics. (2013). Viewed on 10 10, 2013, press/statistics.html 8 Twitter Statistics. (2013, 7 5). Viewed on 10 15, 2013, onStatistic Brain: twitter-statistics/ 9 Wesson, M. (2012, 4 18). Reasons B2B Can’t Ignore Google+. Viewed on 10 15, 2013, onSalesforce Pardot:

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