This is a presentation that Dave Cyphers and Andrew Krebs-Smith from The Cyphers Agency gave to the National Chicken Conference, hosted by the National Chicken Council. We spoke about how to leverage tools like facebook and twitter for the food industry, but more importantly we spoke about the larger context that you need to have to effectively use these tools.
Introduce Dave Background on Cyphers Introduce andrew We're not here to sell you on social media. We're assuming you've heard plenty about the benefits, and about what some other companies have done correctly and incorrectly in social media. We're here to show you not just why the food industry specifically benefits from social media and word of mouth marketing, but also how companies are doing it, and how you can do it.
[list concepts] I'll highlight these concepts with some examples...
One of our clients is Strayer University. Part of our strategy involved giving Strayer students an outlet for their discussions or comments. Facebook is a huge part of that strategy. You can see how people are looking for a place to talk about Strayer. These comments are completely unsolicited. The best part is when the happy students respond to the angry students.
Build equity in the relationship so they trust you and allow you to speak to them often. Here we use the NCC twitter account to give recipes to people that are wondering aloud what they should have for dinner
Why this worked: - transparency - Interaction - listening So...why does word of mouth marketing work in the food industry?
The twitter account doesn’t just talk about chick-fil-a all the time. promotion is sparse - focus is on interacting with people
[list concepts] I'll highlight these concepts with some examples...
What value does the chicken council have to people? Information. We find people looking for the type of information that is on the website. This includes people looking for recipes, people looking for cooking ideas, tips for a meal, people with questions about chicken, etc.
Shrimp industry COULD be telling people: - where to buy safe shrimp - shrimp is still safe to eat - what the seafood industry is doing to combat the spill - what to write their congresspeople.
Email, Facebook, Twitter
YouTube, Outdoor, Ambient All are delivering the overall brand experience, through messages tailored to the different audiences
YouTube, Outdoor, Ambient All are delivering the overall brand experience, through messages tailored to the different audiences
