Values + Social Media = A Recipe for Success

OrganicandSocial.jpeg

Company values and social media go hand in hand. Take specialty food products for example. Many are born out of a belief that the food we consume doesn't have to be harmful to the environment or contain preservatives and additives. But when it comes to leveraging social media as a marketing channel for these products, content has to go above and beyond beautiful product shots.

Each post must provide value and align with a customer’s belief system. Consumers who are purchasing natural and organic food products are choosing to support a more sustainable lifestyle. Buying an organic product is bigger than a recipe ingredient.

The choice to purchase specialty foods and beverages comes from a consumer’s value system. Some of those values might include:

  • Altruism or the well being of others
  • Environmental and our relationship to our environment
  • Humanitarianism
  • Health education
  • Spiritual or supporting our own inner harmony

Many natural food and beverage companies also align with these sentiments through their own value of ingredients, the environment, the community and environmental stewardship. Social media content should showcase these commitments.

With 78% of people saying that a company’s social media posts impact their purchase decision, speciality food companies whose content goes above and beyond a product’s attributes will build an online community providing free word-of-mouth advertising, larger brand awareness and a healthier bottom line.

If you enjoyed this blog post, subscribe to our monthly newsletter to receive the latest dish on social media trends and tactics.

The Team at Chipperfield Media

Facebook Advertising: Your Step-by-Step Guide to Success

Facebook Advertising

No matter if you are a business just getting started with Facebook Advertising or if you are looking to revamp your current strategies, this step-by-step guide will help you outline a plan of attack for building successful Facebook ads.

One of the great features of the Facebook’s Ad Manager is being able to manage both Instagram and Facebook ads all from the same place. If this is your first time setting up an ad, you will be prompted to put a credit card on file before you can run an ad.

Let’s dive into the 6 steps for creating successful Facebook ad campaigns:

Step 1: Marketing Objective

When creating an ad the first screen you are brought to asks, “What’s your marketing objective?” This is a critical part to the ad set-up. We recommend outlining your Facebook Advertising goals prior to getting started. This might include a list of products to feature, blog posts or brand awareness campaigns. For the purpose of this blog post, let’s assume we’re a retail store looking to drive online sales. In this case, we’re going to select the marketing objective of “Traffic.” This means we’ll be adding a link to our ads which will take customers directly from Facebook or Instagram to our online store.

When selecting the traffic consideration, be sure to name your campaign to easily track and identify the ad once it’s live. If you are sending people to a specific product, include that in the name. For example, “ShoeSale_Traffic.”

If you’re not sure which objective to select, ask yourself this question, “As a result of someone seeing my ad, what action do I want them take?” Do you want them to like, comment, share, click-through or watch a video? This will help you decide which is objective is right for your ad. Of course, if you’re looking to achieve multiple objectives, then set-up an ad for each goal and track and manage those separately.

Step #2: Audience Targeting

Now that the ad objective is dialed in, it’s time to decide who we want to see the ad. Identifying a target audience is where the magic happens with Facebook advertising. Again, as a savvy business owner, you most likely have a strong understanding of who your target audience is, but if you don’t have the demographics and shopping behaviors outlined prior to setting up your ad, it might be worth pausing here to make a list of what your ideal customers look like.

When creating an audience for your ad, you can define the group by location, age, gender, languages spoken, detailed targeting (which we’ll get into in a moment), and connections. The connections allows for targeting people who already like your page or you can exclude them, depending on your goals. I recommend if you are trying to target folks who already like your page, do not complete the detailed targeting section. The detailed targeting section works best to target a specific audience. Most likely, the people who already like your page will also fall within the parameters of your detailed targeting.

One of the great features to creating audiences is that you can save them to use again later -- such a time saver!

Step #3: Detailed Targeting

Just as identifying your marketing objective required some additional thought, so might your detailed targeting segments. To get started select the “Browse” option.  A number of categories populate. Here you can select the best parameters to reach your ideal customers. You can drill down by interest (hello, shopping and fashion interests!) behaviors, job titles, demographics, and more. You can even specify a specific income range or education level. This is very helpful if you sell luxury goods or items where you know your target customers have a large disposable income.

As you start to populate the detailed audience requirements an audience definition meter (shown on the right) will display your overall potential reach and daily reach on both Facebook and Instagram. This will also tell you how broad or specific your ad is. Keep in mind the broader your audience, the quicker your budget may be spent trying to reach the large group. Likewise, an audience that is too specific may not reach enough people to maximize results. Select enough parameters that keeps the meter in the green portion of the spectrum. This may mean making some adjustments to the detailed targeting segments to reach an ideal number. You can always make adjustments once the ad is running but aim for an obtainable potential reach to start.

Another tip while setting up your targeting segments is to use the “Narrow Further” feature. For example, the Interest in Online Shopping has a potential reach of a potential reach of over 939 million people -- that’s huge! Within that group you may be looking to only target those who have an interest in clothing or fashion accessories. This will reduce the potential reach and better target those with an interest in your exact type of product.

Step #4: Placement

Now that your marketing objective and audience is defined, it’s time to select where you want to ads to be displayed. Select either Facebook, Instagram or both. Depending on your selected placement you may be eligible for the Audience Network. The Audience Network is a newer feature which targets audiences on apps and websites. For example, if you have ever clicked on an article from your Facebook app, the article opens without leaving Facebook. Ads can often been seen throughout the article. If this is something you are interested in, you can learn more here.

Additionally, you can target those on specific devices or operating systems. Note that in order to  push your ads to Instagram you have to include mobile devices.

Step #5: Budget & Schedule

Next, it's time to set when your ad is going to run and how much you plan to spend. We recommend setting a lifetime budget and a standard delivery which allows Facebook to maximize showing your ad throughout the day to your target audience. Be sure to set your start and end dates for the campaign and verify the optimization that matches your marketing objective. In this case, it would be “link clicks” to drive customers to your website.

Step #6: Get Creative

Now it's time to get creative! There are two ways to set-up your ad creative. One is using an existing post from your page. In order to do so, just select the “Use Existing Post” and this will allow you to select the specific post to be applied to your paid campaign.

In this example, we’re going to stick with the single image ad promoting shoes in our fictitious online store example. Facebook has free stock images available but we strongly recommend uploading your own imagery which is in line with your brand. Include a logo or call-to-action on the image. Just remember that Facebook only allows up to 20% of the ad image to contain text. If you’re not sure what percentage your copy covers, use Facebook’s overlay tool by uploading your image and using their grid to measure.

Once your image is uploaded, you can continue to build out your ad to include the product’s website URL, headline, description and call-to-action -- There is even a “Shop Now” button, making it easy for customers to make a purchase right from the ad. Remember, in our example, the objective to this ad was to drive web traffic. This means including a link to the correct destination page. Be sure the link sends customers to the product shown and not your website’s home page. The fewer clicks someone has to take to reach the shopping cart, the more likely they are to purchase.

Be sure to add a caption to your ad and a headline which stands out. Do note that many links when added will auto populate a headline and description. You are able to edit this to your desired copy, in this example the headline could read “Shoe Sale.”

Now that you’ve created your ad you can scroll to the bottom and select “Place Order.”

Once approved, your ad will begin on the date and time you selected. Any time you visit the Ads Manager, you can monitor the results and make any edits to your target audience or budget as needed.

If you run your first ad and don’t see the results you desired, don’t give up. When starting with Facebook Ads, there is some testing that needs to be done to hone in on your target customers. Be sure to test different targeting segments and once you find the ones that works best, rinse and repeat for all your promotions!

We hope this guide helps you get excited about Facebook advertising for your business and helps you drive more sales and of course, we are always here to help.

The Team at Chipperfield Media

Dining in the Digital Age: Is Your Restaurant Social Media Savvy?

Social Media for Restaurants

How many times have you seen restaurant patrons Instagraming their brunch or dinner the moment the waiter sets it on the table? Guilty! It’s as if modern day table settings should require a spot for a smartphone just to the right of the water glass. Long gone are the days of etiquette when phones at the table were not allowed. And who can resist the perfect shot of a gooey egg yolk dripping off the perfect piece of avocado toast or the beautifully plated scallops with painted beurre blanc sauce?

For what may seem like a big annoyance to the restaurant staff -- the chef wanting folks to eat the food while it's warm or the serving staff having to set plates down around a sea of smartphones -- can also be a huge opportunity for any restaurant.

Restaurants that embrace this new digital age can benefit in a number of ways and here’s how:

  1. It’s FREE Promotion: Let us repeat that - It’s free promotion. When patrons tag your restaurant or link to your location in a post, others can click to learn more about your restaurant and follow you.

  2. User Generated Content Makes Your Life Easier: As a restaurant you should have a presence on social media and if you don’t, get in touch with us and we’ll change that. We know that as a restaurant owner or manager your time is limited and requires wearing many hats. Planning your social media posts might not be on the top of your to-do list. When patrons tag you in an image you can then repost their photos giving them credit, of course. This allows you to fill the gaps in between planned posts.

  3. Word of Mouth Marketing: If you’ve done any marketing for your restaurant you know that third party reviews or recommendations can hold more weight than you talking up the restaurant all day long. Social media is an extension of work of mouth marketing. People trust what their friends and family recommend, even if that “friend” is just someone they have been following for awhile on Instagram.

  4. Value Equals a Healthy Bottom Line: Having patrons post about your product is what many companies hope and pray their customers will do. While there are no guarantees, we see food in our feeds all day long. When customers share their experiences and your product online, that shows that they truly value what you are producing. That value often translates into sales.

While it is great if all of the above is happening for your restaurant online, it is even more important to be present on the same social media platforms as your patrons. This way they can accurately tag you and more importantly, you can engage with them too. Social media is a two way street and you get back what you put in. Customers value relationships with those that they post about. Be present; like or comment on posts you have been tagged in. Reward those who post about your restaurant and build a relationship with them. After all, they are brand advocates who could be returning again and again and bringing new customers with them each time they visit be it in person or online.

The Team at Chipperfield Media

5 Creative Ways to Market & Sell Your Wine Online

Wine Corks

A guest post by Kim Elwell

Host an Instagram or Facebook Live:

Host a live tasting with the winemaker to promote a new release. Give your social media fans some exclusive details and story behind that release. Fans can even chime in with live Q+A during the live stream. Personal experience is key, it makes your customers feel special and allows them to take a peek into the inner workings of your business.

Engage with influencers, bloggers & media on Twitter and Instagram:

Create authentic relationships with influencers that may be interested in your product. Get on their radar by sharing their articles, liking, commenting and engaging with content they are sharing. Offer to send them a free bottle to review. Most influencers, media and bloggers list their emails on their social profiles. Reach out!

Host a contest:

Host a sweepstakes or contest and drive email sign-ups to your mailing list using a Facebook plug in platform like Woobox. Customizable entry forms allow you to collect the exact data you want to know about your customers. Don’t forget to mention legal details, like “must be 21+ to enter!”

Share a unique promotion with your email list:

Your email list is your most devoted fan base. Extend an exclusive promotion and tie it into a unique holiday or season that aligns with your brand. Black Friday is so noisy, there’s so many other opportunities throughout the year to offer discounts - use ‘em!

Launch stores on multiple platforms:

Sell your wine on Amazon. Encourage reviews and create unique promotions, packages and sets. Heads up: there are legal rules and regulations in order to sell wine on Amazon, so get in touch with Seller Support and find out if your business qualifies.

Halcyon Wines

Kim Elwell is Co-Founder of Halcyon Wines, along with her husband Tyler and is a Social Media Specialist for Chipperfield Media.

We Heart Live Video

Heart and Video

It’s no secret that live video is taking the social media waves by storm. With Facebook Live, Instagram Stories to Snapchat, anyone can now livestream exactly what they are experiencing at any given moment.

There is huge potential for companies and brands to leverage these tools with the right concepts. We encourage brands to be strategic and plan their live videos all the while keeping it light, fun and entertaining. We like to call it “planned spontaneity.” 😉

Why Live Video?

  • It is an opportunity to have more “raw” moments with your followers
  • This builds trust, transparency, and allows your authenticity to shine!
  • It is an intimate experience
  • It feels like a one-on-one conversation with fans/customers

Preparing to go Live:

Don’t stress, live video does not require a video production team! Videos and images taken on smartphones are the best way to publish live content. Instagram even allows you to upload any images or videos taken within the last 24 hours. We do however, recommend paying attention to the lighting, background, and do your best to keep the camera still -- No one likes a shaky video.

What to Show on Live Video:

  • Behind the scenes
  • How it's made
  • How to use
  • The latest news and updates

Brands We Love to Watch:

Here are three brands demonstrating the above brilliantly:

Brit + Co

We seek out Brit + Co on Instagram Stories every morning and noon. Why? Because each morning they start the day with an inspiring quote from their  “Morning Motivation” series. And at noon we tune in to their “Newies at Noon” series so we can stay abreast to the latest pop news and trends.

Screenshot taken of Brit + Co Instagram Stories. @britandco

Screenshot taken of Brit + Co Instagram Stories. @britandco

theSkimm (@theSkimm on Snapchat)

If ever you wanted a lesson in company culture and how to showcase behind the scenes in your office, theSkimm owns that experience. Delivering the news daily to inboxes everywhere, this company knows how to celebrate the big and small achievements. Most recently, they allowed us inside their 3-day hackathon to plan how they were going to grow their business:

Screenshot taken of theSkimm Snapchat. @theSkimm

Screenshot taken of theSkimm Snapchat. @theSkimm

Screenshot taken of theSkimm Snapchat. @theSkimm

Screenshot taken of theSkimm Snapchat. @theSkimm

Screenshot taken of theSkimm Snapchat. @theSkimm

Screenshot taken of theSkimm Snapchat. @theSkimm

Wholefoods

As dedicated shoppers at Whole Foods, it's hard not to follow them on social. Their brightly colored imagery and recipe suggestions keep us coming back on the daily for new nourishing eats and inspiration. They use the Instagram Stories to provide step-by-step instructions using still images on how to create a cheese plate, for example:

Screenshot taken of Whole Foods' Instagram Stories. @WholeFoods

Screenshot taken of Whole Foods' Instagram Stories. @WholeFoods

Screenshot taken of Whole Foods' Instagram Stories. @WholeFoods

Screenshot taken of Whole Foods' Instagram Stories. @WholeFoods

Screenshot taken of Whole Foods' Instagram Stories. @WholeFoods

Screenshot taken of Whole Foods' Instagram Stories. @WholeFoods

We’re seeing customers becoming more invested in a brand from watching live video. Have you tried it for your business?

Not sure how to get started with live video for your company? Get in touch.

The Team at Chipperfield Media LLC.