This presentation was designed for the restaurant, specialty food and beverage, and food services business. But, its content and approaches are universally applicable to all businesses.

1. How to Use and Leverage Online and Social Media for
Business Results

2. HOLLY BROWN
Publisher, Foodie, Web TV Host
THEB ROWNLOUNGE.COM

3. WHAT IS THEBROWNL OUNGE. COM
A Syndicated Lifestyle Program
“Where Food, Wine, and Friends Meet!”

4. THEBROWNLOUNGE.COM
• WebTV Show
• KIXI AM Radio Program
• Blog
• Integrated product and sponsor
placement
• Menus/Recipes
• Party Themes
• Photos
• E-Commerce

5. SYNDICATED CONTENT NETWORK
Network Platform and Partners:
 TheBrownLounge.com
 iFood TV
 Glam Media
 YouTube
 Twitter
Facebook >>
 Facebook
 Slideshare Pinterest >>
 Pinterest Twitter >>
 The West Seattle Herald SlideShare >>
 KIXI Radio AM 880/KKNW
YouTube >>
 ChatwithWomen.com
 ChefShop.com

6. WE CREATE & P ROMOTE CONTENT WITH PARTNERS
• Story & Recipe Development
• Video Production
• Photo Galleries & Product Placement
• Weekly Blog
• Menus and Party Plans
• Social Content
• E-Mail
• Social Ads, Campaigns and PPC
• Events

7. WHY YOU’RE HERE
• Need to build awareness?
• Manage your brand?
• Promote what’s new?
• Connect with your community?
• Spend time and money efficiently and effectively
• Business KPIs (recency, frequency, preference,
average ticket, sales, leads, other?

8. Anything Else?

9. HOLLY BROWN
• Brand Marketing Experience • Ogilvy and Mather
• Digital/Social Media Innovation • Avenue A Razorfish/Publicis
• Software/Technology Expertise • MRM McCann Worldgroup
• Start-ups and Big Brands • Visio Corporation
• Passionate Entrepreneur • Microsoft
• Business Owner • Disney Destinations
• Food Products and Services • Weight Watcher’s Intl.
Partner • Ben & Jerry’s
• Entertainment Personality • TheBrownLounge.com

10. WHERE DO WE START?
In a connected world, brand love is driven by technology
platforms and peer to peer networks:
• Your customers discover, learn, and decide using mobile and digital
technology
• Your customers get real time input and feedback from people,
places, and content aligned to their interests, needs and passions.
• Your customers consume and share information with their friends
via mobile devices
• Brand ambassadors or EARNED not born!

11. YOU ARE HERE
Web 3.0
`
`
Places Content People

12. DIGITAL MARKETING E VOLUTION
Web 1.0 Web 2.0 Web 3.0
Shout Search Share

13. BRAND MARKETER’S CHALLENGE
Shout Search Share
Ads KWs Content

14. FROM PLAN & BUY TO PUBLISH, CONNECT, E NGAGE
Old Media New Media
Advertising Website
Couponing Facebook
FSIs Linked-in
PR Twitter
Open Table
Google
Pinterest
Apps
Yelp

15. Like it or not, you are a Publisher!

16. C ONTENT YOU C AN/S HOULD PUBLISH?
• Videos • Banner Ads
• Blog • Pre-Roll
• Social Posts • Integrated Sponsorship
• E-Mail • Apps
• Photos • Campaigns, Contests and
• Events Promotion
• Keywords
• Customer engagement and
conversation

17. REAL CHALLENGES
• Time and budget
• Expertise and resources
• Technology complexity
• Workflow
• Measurement

18. LESSONS FROM THE LOUNGE
• Content publishing takes planning, feedback, and iteration.
• Social platforms are great for sharing website content, promos, photos, and
customer engagement, but……
• Your website is still your central content repository and provides content
organizing principles for your business, on your terms.
• Don’t count on going viral.
• Budget for Facebook and Google Ads as well as Sponsored Stories.
• Share compelling, visual content, and make it shareable
• It takes time and testing to figure out what works – pay attention.

19. UNDERSTAND SITE ACTIVITY
Google Analytics
• Daily traffic
• Referral traffic
• Geographic coverage

20. LESSONS FROM THE LOUNGE
• Create and publish content that’s useful, newsy, and entertaining
• Find and manage your voice
• Video is the new platform for search and storytelling
• Work with complementary partners and influencers
• Engage in customer conversation
• Use FB engagement metrics to test messages, then scale with paid
ads and sponsored stories to drive incremental reach

21. OPTIMIZE YOUR FACEBOOK PAGE
Track Reach and
Engagement
Use Your
Cover image to
show who you
are and what
you do?
Cross promote
your other
channels Share Photos with
links back to your
website

22. UNDERSTAND YOUR AUDIENCE
Know Know
which who’s
posts are engaging
getting with your
viewed, lik content?
ed and
shared
Know who
you’re
reaching?

23. USE AUTOMATION TOOLS
• Each social platform offers
a different value to you, to
your brand, and to your
audience – use them
appropriately
• Capitalize on what's
trending to be contextually
relevant
• Plan for your plan to change
- this is the real time web

24. S OCIAL CONTENT AND BLOGGER INFLUENCE M ATTER
TO Y OUR CONSUMER AND TO Y OUR BRAND
• 81% of U.S online consumers trust information and advice from blogs
• Web video has a significant influence on consumer purchases, and video
results appear in roughly 70% of the top 100 listings in search results
• 73% of online consumers trust Food Blogs
• 81% of the population cooks dinner all or some of the time
• Food is #1 category driving engagement on Pinterest
• 61% of online consumers have made a purchase from a blog
recommendation
• Facebook shares have the greatest influence on Google Search Rankings

25. Q&A

26. Contact Holly Brown holly@thebrownlounge.com