Six Principles You Need to KnowBefore Taking the Social Plunge

Presented by:Mike Friedman, Darden RestaurantsJeff Hilimire, Engauge

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1to1toEveryone - the future of marketing

The six principles you need to get started in social media

• Don’t listen to your customers• Analytics is killing social• Ready, fire, aim• Test, refine, and test again• Arm your customers with social• Don’t try to have a relationship with your customers if...

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Today’s agenda

Jeff HilimireChief Digital OfficerEngaugewww.engauge.com

Blog: jeffhilimire.com@jeffhilimirejhilimire@engauge.com

Mike  FriedmanDirector  Interac1ve  Marke1ng

a little about us• World’s  largest  full  service  restaurant  company

• Over  1700  corporately  owned  restaurants

• Loca1ons  in  United  States  and  Canada

• Over  200,000  employees

• $5+  Billion  in  sales

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our approach

conservative

slow and steady

not always pretty

driven

Are you smarter than a 5-year old?

Introducing the marketing of the future:

1to1toEveryone

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Embrace this concept: YOU are the least credible personto be talking about YOUR company

Your Company

YourCustomer

The MOST credible personto be talking about your company

Time for an exercise:

# of Facebook Fans you have:

# of friends average Facebook user has:

Total reach of your Facebook Page:

130

12,000x

1,560,000

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Your goal is to create more fans, more passionate followers.

Every person you add to your Facebook user base = 130 more people

that can become customers and brand champions.

So how do you get started?

Don’t listen to your customers

Analytics is killing social

Ready, fire, aim

Test, refine, and test again

So how do you get started?

Don’t listen to your customers

Analytics is killing social

Ready, fire, aim

Test, refine, and test again

Arm your customers with social

Don’t try to have a relationship with your customers if...

These 4,000 fans are sure to impress LeBron

don’t(always)  listen  to  your  customers

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Will  show  vitual  goods,  news  leNers,  recipes,  

anal

ytic

s is

kill

ing

soci

al

(fro

m ta

king

off

)

NRO  Support:  Seasons  52

ready.fire.aim.

Establishing  Creden1als  and  Exper1se

• Develop  rela1onship  with  prospec1ve  guests  through  their  passion  and  interest  in  wine

•Wine  recommenda1ons  and  reviews

• Behind  the  scenes  look• Educa1onal  approach• Subtle  TCG  undertones

Establishing  Creden1als  and  Exper1se

Test.Refine.Test.

arm your customers with social

Local  Marke1ng:  Bahama  Breeze

Don’t  try    to  engage  and  have  a  rela1onship  if…

Budweiser spends $250M+ in mediaMille spends $200M+ in media

Avinash Kaushik spends ZEROContent is King

Questions?

Let’s continue the conversation at:

Jeff HilimireBlog: jeffhilimire.comjhilimire@engauge.comTwitter: @jeffhilimire

Mike FriedmanDirector of Interactive Mktgmfriedman@darden.com@miconmike