Post on 21-Dec-2014
description
Managing Your Social Media Presence:
Jeff WareMarch 10th, 2013
Learn How To Get The Most Return on Investment for Your Company
Session Agenda Channel Planning
◦ Where are your customers
◦ Where you should be
Content Planning How to Measure ROI
Started with CBM at 14 Electrical Engineering/
Computer Science Background
Worked at CNN & theatres. Learned other aspects of live events
Fell in love with food thanks to this job
My Story
Founded in 1980 as a hot dog stand
Catering spun off into separate company in 1991
Peak revenue of $17 Million 90 FT & 130 PT Employees 45% Full Service / 35% On
Premise / 20% Delivery
CBM 101
Largest event $1.3 million Focused on food quality
above all else Poor facility design
challenges efficiency Non Chicago address is a
marketing struggle
CBM 101
Primary focus and investment◦ Facebook◦ Twitter◦ WeddingWire
Monitor Yelp but don’t interact or advertise Tried blogging then stopped Inactive accounts on Google+ and Pinterest
Social Media @ CBM
Build Business in New Markets Keep Up With Trends Share Your Brand Story Attract Media Coverage Regain & Retain Customers Increase Traffic To Your Website
With Social Media YOU Can
Define Your Buyer◦ Brides, Corporate, Mitzvah, etc.
Getting Started
Brides are…
Brides are…“I’m
engaged!!”
9:37PM Sep 9th from Tweetie
“I’m goingto marry my best friend…Yup, that’s right. I’m
ENGAGED!!!”7:16 PM Sep 20th
from TwitterBerry
Brides are…
“Just gotmarried here
this past weekend…and
it was truly OUTSTANDING!
”
“Just gotmarried here
this past weekend…and
it wa truly OUTSTANDING!
”
Brides are… On Pinterest
“Just gotmarried here
this past weekend…and
it was truly OUTSTANDING!
”
Do you need to be on those sites?The Question Is
Where is your customer/prospect?
What role does each channel play?
What are you saying in each channel?
Channel Planning
Social Media is Part of Your Marketing Plan
Not A Substitute for It
Have a purpose and a plan
Like anything you want to accomplish…
you have to focus
Goal for each piece of content Multipurpose your content
Content Planning
How do you avoid wasting time posting the same content on
different sites?
Content funnel
First, know your goals
How do you measure ROI?
YOUR WEBSITE IS
#1
Let The Data Guide You
What Are Your Visitors Doing?
Are They Getting What They Want?
Where Are They Coming From?
Here Is Your ROI
Google Analytics◦ Google AdWords/AdSense
Facebook Analytics Statsaholic.com FeedBurner
To Measure Traffic
Google Alerts Twitter Search Facebook Likes SproutSocial
To Measure Reputation
Outsourcing
To download a copy of this presentation, go to:slideshare.net/CateringChicago
Jeff Warejware@CateringByMichaels.com | (847) 966-6555
Questions?