Anvil's Social Media Specialist, Melissa Fears, presented at Anvil's quarterly Lunch & Learn on using social to amplify your brand, increase followers, and obtain more customers.

2. Who am I?
• Melissa Fears
• Social Media Specialist at Anvil
Media.
• Background in journalism, PR,
social media and influencer
marketing.
• Worked in the beer and cocktail
industry for 5+ years.
Twitter: @mjfears

3. Overview
Social Media can be a powerful tool in helping businesses extend and
amplify their brand.
Let’s discuss:
• How to use social media to bring a message or story to life and for
it resonate with target audience and be shared.
• What and how consumers are using new features and platforms,
and how to capture their interest.
• How to set and track realistic goals and efforts – awareness,
positive reviews and engagement.

5. Brand experience and social
Businesses are using social channels to differentiate their brands and
connect with their fans in a highly competitive industry.You aren’t just
competing with the guy down the street- you are competing with
every brand/user using social.
Why consumers use social?
- Buy, window shop, find new information, get help.
- Connect with friends, family and brands.
- Experience, feel valued, offer insight/feedback.

7. How consumers are using social media
• Nearly 1 in 3 peoplehave written or read online reviews.
• Many apps revolve around location or geo-tagging.
• More than 1 in 5 peoplelook up discounts, coupons and deals on
food.

8. 78%
did you know?
of people who complain to a
brand via Twitter expect a
response within an hour.

9. Customer service and social
• Prompt responses are essential – 24 hrs or less. End of story.
• Always follow up – Follow up, take polls, and monitor keywords.
• Personalize your feedback – Or else risk losing to your competition.
• Brand culture is critical – A business’s brand is the voice of the
company- use your employees as advocates.

11. People spend money
on experiences, not
things.

12. Brand awareness and personality
Consumers want to express themselves through brands and want brands
to have much more than just a logo.They want brands to have a
personality that they like and can relate to.

14. Brand loyalty
• Your guests are online right now waiting to be recognized and
appreciated. Don’t disappoint them or you risk losing their brand
loyalty.
• Online review sites and social media have transformed restaurant
marketing from word-of-mouth to world-of-mouth.
• In just a click of a button you can share a photo of your favorite
dessert with the world.That has power.You need to respect and
harness that power in order to build your brand.
appreciation = loyalty

15. Inherent benefits of social media
• Gain valuable customer insights.
• Increase brand awareness and loyalty.
• Real-time results and feedback.
• Provide rich customer experiences.
• Find out what your competitors are doing.
• Increase website traffic and search ranking.

16. :

17. Importance of social media and food
• Good food is inherently visual 
showcase best dishes and a
customer’s best experiences.
• Restaurants can tap into the
#instafood phenomenon by taking
advantage of the inspiring, quality,
and most importantly, FREE
content that their customers are
creating (UGC).

18. Ways to get UGC
• Less than 1% of people who like a page actually return. Encourage
them to come back by sharing their content.
• Have a clear call to action, and a simple way to respond.
• Have system in place for giving credit/permissions.
• Actively Ask for Content
• Ask for comments and images.
• Ask for retweets, create fun hashtags and GIFs.
• Get permission to share reviews- never ask for a blatant review.
• Ask questions and opinions- new menu items, etc.

19. Importance of the “share”
How do you get more people to share your content?
It’s a simple question that lacks a simple answer. But, perhaps it’s not as
complicated as you think.
Spoiler Alert: It’s All About Relationships
People buy from brands (and share content) from those that they know,
like, and trust.Trust= share power.

21. How and where to start
• Define target audience.
• Locate audience- use analytic tools.
• Don’t be afraid to experiment.
• Research competitors and market.
• Join the conversation.
• Stay creative. Stay relevant. Stay consistent.
• Don’t try to be everywhere. Start small.

22. Social platforms trend timeline

24. Social Demographic Snapshot

25. Demographics of channels & alignment
The use of social media cross the entire online adult population:
•58% of adults use Facebook. (70% use it daily)
•23% of adults use LinkedIn. (13% use it daily)
•22% of adults use Pinterest. (17% use it daily)
•21% of adults use Instagram. (40% use it daily)
•19% of adults useTwitter. (36% use it daily)

26. Perfect world
Perfect world = presence on every single social network.
Depending on your resources, that may not be feasible, so choose
wisely, and make the most of them once there.

28. Who are “millennials”?
• 1 in 4 are parents.
• Make up 25% of the US population. Same percent for
consumer discretionary purchases.
• 37% would pay more if a brand stands for a cause they
believe in.
• 46% have more than 200+ Facebook friends = sharing
power.
• 62% say that if a brand engages them on social media,
they're more likely to become a loyal customer.

30. How do millennials find brands?
Millennials want to find new companies based on recommendations from friends.They want to
interact with your website to learn more about your brand and share their own experiences online.
Having an up-to-date website and mobile experience is key. (online menu, event calendar, etc)
• 70%use friends' posts on social media to help them decide whether to buy a product or
product or service.
• 84% suggest that user-generated content on company websites has at least some impact on
impact on what they buy.
Word to remember: MICRO-INFLUENCER

31. VS

32. New channels/features
• Instagram Stories
• Snapchat
• Facebook Live
• Boomerang
1 thing they all have in common: instant, quick and video options.

33. :

34. Why you can’t ignore Snapchat anymore
There’s a reason why after 5 years around, marketers are getting more
interested with Snapchat.
•100 million+daily active users.
•60%+ of US 13-34 y/o smartphone users on Snapchat.
•8 billion video views every day .
•58%of college students would be likely to purchase a brand's product
or service if they received a coupon on Snapchat.

35. Incentives… give them a reason to follow
Discount offers and coupon snaps are the most popular way brands
are using Snapchat to gain business.
Coupons and offers have a 24-hr time limit on the brand story.

36. Instagram stories
• Instagram describes its new feature
as the ability to “share all the
moments of your day, not just the
ones you want to keep on your
profile.”
• Videos (10 seconds or less) and
photos strung together that only last
for 24 hours before disappearing.
• IDEAS: A day in the life. Staff life.
Launch nights. Special offers and
events.

38. :

39. Mobile First
• Nearly 80% of social media time now spent on mobile devices.
• 63% ofTwitter users and same percentage of Facebook users say
that the social networks are major sources of news extending beyond
their personal lives.
• News is being consumed more via mobile technology and social
media than ever before.
• “Interactive”and “native”ads offer better user experience and greater
ROI.

40. Mobile trends
Optimizing social media content for
mobile doesn’t just mean creating smaller
images or shortening your tweets.
It means thinking about how mobile users
interact with social channels and what can
catch – and retain – their attention as
they’re swiping through an Instagram feed
or scrolling through Facebook’s News
Feed.

42. Worth a thousand words
94% more views on average when there’s relevant content to go with
the caption/text.

45. Video
Video is no longer an "up-and-coming" marketing tactic -- it's here,
and it's a powerful way to communicate your brand story, and build
relationships with your customers and prospects.
Did you know?
92% of mobile video consumers share videos with others?

46. What is social video?
• Each social network has a unique audience  social videos need to be
optimized for different channels.
• Mobile vs. Desktop
• Twitter vs Snapchat vs Facebook
• If it’s prerecorded, social videos need to be shareable. Different things
make content shareable, from the emotions it induces to the traditional
story structures it uses.
• Live social videos need to be about authenticity and real-time
engagement.They should feel like a conversation between you and the
viewer.

47. Facebook Live
Live videos are real-time video posts on Facebook. Interact in real-time and
have fans subscribe.
Ideas:
• Tours of the shop, business or vendor
• Product demos
• Special events
• Tours of a local vendor that supplies an ingredient
• An interview with an employee or customer

48. :

49. “Creative without strategy is
called art. Creative with
strategy is called
advertising.”
Jef I. Richards.

50. How to use video effectively
• Millennials reject overproduced content  hence the popularity of
Snapchat, Instagram stories, Facebook Live, Boomerang, Periscope,
Tumblr, GIFs… real-time, real-life & instant.

51. Paid media and social
• Organic traffic = audiences coming to your page/content organically.
• Paid social = you can target geographically, by age or gender or by
occupation, etc.This means you are in control.

52. $1/
day
did you know?
Your daily budget can be as
little as $1/day to boost a
page, post or call-to-action
button.

53. How to boost your message

54. Being social
• Businesses often misinterpret what being social is. What it isn’t is just
posting what your dish of the day is or what function is coming up.
Being social actually means you need to engage with your
customers.

55. How to be social
• Respond toYelp and Facebook reviews.
• Offer exclusive coupons to followers/fans.
• Curate/use guest photos.
• Spotlight employees or regulars.
• Share info not only on your business, but also the
community around you.
• Always respond to comments within 24-hrs.

56. Setting realistic goals vs. ROI
You may not have the resources, time or people in place.
Setting realistic goals around social media:
• Branding: (Content Development, Outreach, New Followers)
• Customer service: (Response Rate, Engagements, Reviews)
• Lead generation: (WebTraffic, Interactions, Menu Downloads)
Pick your most important goals, choose metrics to follow, and track
monthly.

57. Best practices, cadence, optimization
• CONSISTENCY-The identity of your company should ideally be uniform on all
channels. (logo, tagline, hashtags, voice)
• VALUABLE CONTENT- Produce high quality content to share on social media –
if you run out of ideas, curate.
• HASHTAGS- Using the right hashtags can show that you're in tune with current
trends.Too many= spam.Too little= no one listening. Please don’t use on FB.

58. Summary
Social Media is a powerful tool in helping business’s extend and
amplify their brand to ultimately gain new customers.
• Use social media to bring a message or story to life by researching
target demo and tapping into UGC and brand loyalty.
• Experiment with new features and platforms to capture
consumers’ interest.
• Set and track realistic goals and efforts – awareness, positive
reviews and engagement.

59. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Questions & Next Steps:
Kent Lewis
President & Founder
Anvil Media, Inc.
503-444-6223
kent@anvilmedia.com
Mike Terry
Vice President
Anvil Media, Inc.
503-444-6226
mike@anvilmedia.com
Thank you.