SOCIAL MEDIA MARKETING ` COOKBOOK COOKBOOK HEALTHY RECIPES FOR ENGAGING YOUR CUSTOMERS PRESENTED BY B on Appétit Appalachia! is an initiative of the Appalachian Regional Commission (ARC), a regional economic development agency whose mission is to be a strategic partner and advocate for sustainable community and economic development in Appalachia. This campaign showcases the Appalachian Region’s local food and agritourism offerings. A specially created map-guide and companion web site have been developed featuring hundreds of sites—local farms, farmers markets, farm-to-table restaurants, wineries, craft breweries and distilleries, plus other distinctive culinary destinations and events. The Social Media Marketing Cook Book serves as a simple guide for helping small businesses more effectively use the Bon Appetit Appalachia! brand to promote their business and the Appalachia Region as a whole. With a unified social media promotional approach, we can more effectively engage our visitors and customers and continue growing the Appalachian Region as a world-class tourism destination. Go to visitappalachia.com Bon Appétit Appalachia featured in Food Traveler magazine. visitappalachia.com FEATURED C AT E G O R I E S FROM SOUTHERN NEW YORK TO NORTHERN MISSISSIPPI The Appalachian Region of the United States is a 205,000- square mile region following the spine of the Appalachian Mountains. It includes all of West Virginia and parts of 12 other states: Alabama, Georgia, Kentucky, Maryland, Mississippi, New York, North Carolina, Ohio, Pennsylvania, South Carolina, Tennessee, and Virginia. LET’S PROMOTE APPALACHIAN FOOD CULTURE The Bon Appétit Appalachia! social media marketing cookbook is for independent, local food destinations throughout Appalachia who want to grow their business and strengthen the region’s local food image. PROMOTIONAL SUCCESS TODAY REQUIRES NEW INGREDIENTS THAT DIDN’T EXIST EVEN A FEW YEARS AGO. Marketing and branding might look different in today’s digital world, but you’re only a few simple recipes away from being becoming a master chef. RECIPES PRINCIPLES 1 Meet Your Market 2 User-Generated Content 3 Hashtags 4 Make it Visual PLATFORMS 5 Instagram 6 Facebook 7 Foursquare 8 Location-based Mobile Search 9 Online Reviews 10 Making Off Line Connections RECIPE 1 Meet your market 51% 131 of all leisure travelers say they travel to MILLION AMERICANS learn about unique and memorable are culinary travelers eating and drinking experiences. Consider themselves 39 “Deliberate” m i l l i o n culinary travelers. RECIPE 1 KEY INGREDIENTS American Culinary travelers are most likely to describe themselves as “Authentic,” “Localist,” or “Budget” travelers. LEISURE TRAVELER INTEREST IN TAKING A CULINARY TRIP NEXT YEAR: • 68% Gen X & Y* • 43% Matures • 60% Baby Boomers • Income is NOT related to interest 41% of culinary travelers are more likely than other leisure travelers to use their mobile devices to get recommenda- tions on dining and to learn about festivals or events. US smartphone penetration This represents a signifi- cant market share of the U S buying population. and rising. MILLENNIALS*-THE FUTURE OF THE COUNTRY & YOUR BUSINESS • Have the greatest interest in culinary travel • Leading the way with social media use and trust • Have the greatest word of mouth influence on social media *Millenial (Gen Y)- Born 1980-2005 **Gen X& Y= Born 1960-2005 directions AUTHENTIC EXPERIENCES SERVE ‘EM UP Your market demands products, activities, and ex- periences that are different from what they can get at home. And they want to share about it on social media with their friends. GIVE ‘EM SOMETHING TO TALK ABOUT The American Culinary Traveler wants local, authentic, and memorable culinary experiences. NUTRITION FACTS SERVING SIZE: A well-balanced social media plan includes an understanding of your market, and how they interact online. 56% of both Leisure & Culinary travelers cite “recommendations from others” as the most common resource for researching culinary trip. The meaning of “friends” has now widened with social media. Mar- keters must heavily weigh the new power of recommendations from friends and family within the context of an inter-connected world. RECIPE 2