Social Media Handbook - Unilever Food Solutions CA · Tweet Best Practices: • Include media when...

Social Media Handbook

You are on your way to serving your burgers to more fans as a member of Hellmann’s® Burger Route™!

Every time guests share your burgers online to enter the #BurgerRouteContestCA, they’re sharing your restaurant with all their

friends and followers.

Use this guide to find best practices and tips to increase your exposureon social media and keep guests coming back for your amazing burgers.

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Burger Route™ Social Media Handbook

Table of contents hereTable of Contents

4 - Introduction: Why social media?

7 - Business basics + tips

9 - Best practices: Facebook,

Twitter, Instagram, Hashtags

14 - Thought starters for sharing:

Promotion + photo tips

17 - Sample posts: Facebook,

Twitter, Instagram

*Pew Research, October 2015.

76% of Internet-using adults—and 90% of those age 18–29—use social media.*

Restaurant guests have more choices than ever, so in order

TO STAND OUT FROM THE COMPETITION, IT’SIMPORTANT TO ENGAGE THEM WHERE THEY ARE. And a majority of your guests are online:

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Whatever platform you use, remember is the basic purpose of social media:

“What Restaurants Need to Know About Social Media”, NRN July 25, 2014

Communication

The tone of your posts should reflect the personality of your restaurant. Users look for authenticity!

Connection

Use social media to listen, don’t just broadcast. It’s a tool for conversation and building relationships with your guests.

Community

Engage your guests, get their feedback and ask them questions.

Why use social media?

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Though there are dozens of social media options, this guide will focus on the three most often used by restaurants like yours:

Facebook Twitter Instagram

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Facebook, Twitter and Instagram all have dedicated sites for businesses, which help you get the most out of your social accounts.

Facebook for Business: https://www.facebook.com/business/

Twitter for Business: https://business.twitter.com/basics

Instagram for Business: https://business.instagram.com/

Business Basics:

These guides also help you advertise. Sponsored posts are an effective way to increase your reach and cut through the clutter to connect with your audience. Learn more about sponsored posts in the Burger Route™ Media Toolkit!

https://www.facebook.com/business/

https://business.twitter.com/basics

https://business.instagram.com/

The following 3 pages outline best practices and tips for each platform.

Which sites are right for you?

Because tweets are limited to 140-characters and the feed is constantly updating, Twitter is ideal for sharing real-time content.

Twitter is great for customer service and networking in your community and industry.

Facebook is the world’s largest social network.

If you only use one social media site, Facebook is probably the best use of your time.

Instagram is a platformthat focuses on imagesand short-form videos.

Instagram is most often accessed on mobile, and users can tag photos at specific locations.

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Best Practices

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Facebook has placed an emphasis on promoted posts and limited the reach of Page content that isn’t sponsored. Paid posts allow you to reach more people and target users based on their location, demographics and interests.

Character Limit:

400 characters allowed before you must click “see more” to

continue reading.

75% of users 18-34 use this platform.

Facebook Best Practices:

• Challenge yourself to tell a story in 6 words or less. You can't

do it for every post, but when you can, it will stand out.

• Post 3-5 times a week, and no more than 2x a day.

• Make sure you have more than one admin on your business

page to have a continuous rotation of updates.

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59% of the Canadian population uses Facebook.

Golin Harris | http://www.forbes.com/sites/cherylsnappconner/2015/11/08/for-brands-and-pr-when-is-the-best-time-to-post-on-social-media/

http://www.forbes.com/sites/cherylsnappconner/2015/11/08/for-brands-and-pr-when-is-the-best-time-to-post-on-social-media/

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Tweets can be easy to miss—that’s the nature of Twitter. Twitter’s strength is in interacting with guests who @ mention you or reply to your tweets. It’s a direct line to your customers.

Character Limit: 140

• Maximum with a link: 117

Most are college-educated and under 50 years old.

Tweet Best Practices:

• Include media when possible. Posts with images perform best.

• Tweet engagement decreases after posting

more than 3 times in a day.

• You can pin a tweet to the top of your feed to temporarily highlight

important information. (Ongoing promotions or extended hours,

for example.)

25% of the Canadian population uses

Twitter.

Golin Harris; 7 Tips for Better Tweets, NRN August 27, 2014

Golin Harris

Character Limit: 2,200

• No links are allowed in the captions, but you can link to your

website in your profile.

Instagram Best Practices:

• Use emojis sparingly. They are a great way to add personality but

should not be the primary form of content.

• Brands that post daily see the highest engagement. Set up an

account if you have new content to share on a regular basis.

• Repost content from your customers. Simply ask the guest if you

can reshare by commenting or direct messaging them.

• Consider how the photo will look in the newsfeed AND next to the

last 8 photos that you posted. Your last nine photos should

illustrate your brand story.

55% of adults 18-29 are active on the platform.

16% of the online Canadian population

uses Instagram.

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6 Tips for Creating a Good Hashtag: https://medium.com/@salesforce/6-tips-for-creating-a-good-hashtag-7d90a3a512df#.gtr79sbjk 126 Tips for Creating a Good Hashtag: https://medium.com/@salesforce/6-tips-for-creating-a-good-hashtag-7d90a3a512df#.gtr79sbjk

#WhatsUpWithHashtagsAnyway

Hashtags are:

• A quick way to link to other content about a subject

and engage in larger conversations.

• Often used to make jokes or commentary.

#TIPS

# Keep hashtags short, unique and ownable. For example, using #burgers, you wouldn’t be able to find

which tweets came from your customers.

# Hashtags aren’t always possible to track on Facebook. Restrict hashtag promotions to Twitter or

Instagram.

# If you’re tracking hashtags for a contest, make sure you choose unique hashtags. For example, you

can’t track both #BurgerFriday and #RestaurantName at the same time, unless you’re using a paid

aggregator service like Hootsuite, TweetDeck , SocialBoard or Social Mention

# Use caution when hopping onto other trends that may not match your tone or might communicate an

unintentional message.

https://medium.com/@salesforce/6-tips-for-creating-a-good-hashtag-7d90a3a512df#.gtr79sbjk

https://medium.com/@salesforce/6-tips-for-creating-a-good-hashtag-7d90a3a512df#.gtr79sbjk

https://hootsuite.com/

https://tweetdeck.twitter.com/

https://www.thesocialboard.com/

http://www.socialmention.com/

Thought Starters

FOR SHARING

Regular posts are essential. (Ever visit a page that hasn’t been updated since 2014?)

If you’re worried about the time it takes to manage social media, apps like Buffer and HootSuite allow you to schedule posts in advance so you can stay relevant in followers’ feeds—without spending all day checking your pages.

Golin Harris 13

https://buffer.com/

https://hootsuite.com/

Here are some ideas of what restaurants can post:

Share restaurant promotions & events• Limited time offers• Weekly specials

Highlight current food trends• Seasonal dishes or ingredients• Find food holidays and celebrations—National Hamburger Month,

anyone?

Tie in to local events & venues• Partner with other businesses for a neighborhood promotion• Highlight community events

Show behind the scenes at your restaurant• Share pictures of your chef experimenting in the kitchen• Profile servers and staff

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How to post the best photos:

• Choose simple photos: Clear, colourful and appetizing.

• Change up point-of-view. Try taking food photos

from the perspective of a diner. Overhead food

photos are also popular on Instagram.

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• Natural light is best—avoid fluorescent lighting

when possible.

• Turn on your camera's grid and remember the rule of thirds.

• Don't forget the human element. Have someone grabbing for the fries or hands holding the burger for added authenticity.

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Sample Posts:

Use these post examples and ideas as a guide, but remember

to let your own personality, brand and style shine through.

Find more post inspiration

in the Burger Route™ Social Post Toolkit!

How to post:

Pick your platform• Facebook, Twitter and/or Instagram?• Note: Facebook and Twitter may be updated on desktop or mobile.

Instagram posts must be made within the mobile app.

Pick your promotion• Do you want to promote the Burger Route sweepstakes, or a burger

special, event or offer?• People consume social media quickly. Focus on one message at a time.

Pick your message• Choose an image and caption to post. We’ve provided several options

on the following pages.• Double check for accuracy, spelling, correct links, etc.

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*This image is for reference only—the full-size images for posts are located in the .zip file where you found this guide. Due to copyright, please do not alter these provided images.

Burger Route™ Sweepstakes

Get on the Burger Route! Great burgers are right around the corner. Visit [Restaurant Name] for new specials and see how you could enter to win big prizes.

Great burgers rule on Burger Route. Visit [Restaurant Name] for new burger specials and find out how you could enter for a chance to win a prize.

Give your guests the chance to win a prize from over $20,000 in prizes. Plus they share your burgers with all their friends and followers—win, win!

Monthly grand prizes include: gas grill, premium cooler, waterproof compact digital camera, lawn game kit, or gift cards

How Guests Enter:Share a burger photo + #BurgerRouteContestCA+ Mention your restaurant

Sample Facebook posts:

Note: Be sure to replace any copy in brackets [LIKE THIS] before posting. If referencing the sweepstakes, please include the following disclaimer in posts

No Purchase Necessary. Must be age of majority. Ends 12 PM ET 9/30/17. For Official Rules, visit unileversweepsrules.com/burgerrouteca2017.

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Get on the Burger Route! Great burgers are right around the corner. Visit [Restaurant Name] for new specials and see how you could enter to win big prizes.

Great burgers rule on Burger Route. Visit [Restaurant Name] for new burger specials and find out how you could enter for a chance to win a prize.

Give your guests the chance to win a prize from over $35,000 in prizes. Plus they share your burgers with all their friends and followers—win, win!

Monthly grand prizes include: gas grill, premium cooler, waterproof compact digital camera, lawn game kit, or gift cards—plus TABASCO branded merch giveaways for each restaurant that signs up.

How Guests Enter:Share a burger photo + #BurgerRouteTabascoContest+ Mention your restaurant

Sample Facebook posts:


No Purchase Necessary. Must be age of majority. Ends 12 PM ET 9/30/17. For Official Rules, visit unileversweepsrules.com/burgerrouteca2017.

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Make Burgers An Occasion

Mother’s Day & Father’s Day

She gave you life. Give her a burger! Try our delicious burger specials this Mother’s Day weekend.

Tell dad why he’s the best, and say it with the best burgers. Try our delicious burger specials this Father’s Day weekend.

Celebrate Burgers

May is National Burger Month, and it’s a party all month long! Try our Burger of the Week: [BURGER NAME HERE] for only [PRICE].

As if you need an excuse to celebrate National Cheeseburger Day: We’ll have new burger specials just for September 18!

People love to celebrate holidays and special days on social media. Give them a reason to celebrate at your place!

Sample posts:

Note: Be sure to replace any copy in brackets [LIKE THIS] before posting.

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Great burgers, big prizes. Share your fave burger & you could win. Tag #BurgerRouteContestCA and mention this restaurant.

Don’t miss your chance a prize $20,000 in prizes up for grabs. Come in, share your favourite * tag #BurgerRouteContestCA, and mention this restaurant.Note: * use hamburger emoji on phone keyboard.

Love burgers? You could win! Share your fave burger with #BurgerRouteContestCA and mention this restaurant. See how at BurgerRoute.ca

Sample Instagram posts:

Note: Be sure to replace any copy in brackets [LIKE THIS] before posting. . If referencing the sweepstakes, please include the following disclaimer in posts

No Purchase Necessary. Open to residents of Canada (age of majority). Ends 12 PM ET 9/30/17. For Official Rules, visit unileversweepsrules.com/burgerrouteca2017.

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Great burgers, big prizes. Share your fave burger & you could win. Tag #BurgerRouteContestCA and mention this restaurant.

Don’t miss your chance a prize $35,000 in prizes up for grabs. Come in, share your favourite * tag #BurgerRouteTabascoContest, and mention this restaurant.Note: * use hamburger emoji on phone keyboard.

Love burgers? You could win! Share your fave burger with #BurgerRouteContestCA and mention this restaurant. See how at BurgerRoute.ca

Sample Instagram posts:


No Purchase Necessary. Open to residents of Canada (age of majority). Ends 12 PM ET 9/30/17. For Official Rules, visit unileversweepsrules.com/burgerrouteca2017.

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Great burgers, big prizes. Share your burger & you could win. Tag #BurgerRouteContestCA [#FauxGrille]. NoPurNec AgeOfMaj+ Ends 9/30 rules bit.ly/2nQaiHk

Don’t miss your chance to win. Come in, share your [*] and tag #BurgerRouteContestCA [#FauxGrille]. NoPurNec AgeOfMaj+ Ends 9/30 Note: * use hamburger emoji on phone keyboard.

Love burgers? You could win! #BurgerRouteContestCA[#FauxGrille]. See how at BurgerRoute.ca NoPurNecAgeOfMaj+ Ends 9/30

Sample Twitter posts:


Shortened for Twitter: NoPurNec AgeOfMaj+ Ends 9/30. rules bit.ly/2nQaiHk

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Great burgers, big prizes. Share your burger & you could win. Tag #BurgerRouteContestCA [#FauxGrille]. NoPurNec AgeOfMaj+ Ends 9/30 rules bit.ly/2nQaiHk

Don’t miss your chance to win. Come in, share your [*] and tag #BurgerRouteTabascoContest[#FauxGrille]. NoPurNec AgeOfMaj+ Ends 9/30 Note: * use hamburger emoji on phone keyboard.

Love burgers? You could win! #BurgerRouteTabascoContest [#FauxGrille]. See how at BurgerRoute.ca NoPurNec AgeOfMaj+ Ends 9/30

Sample Twitter posts:


Shortened for Twitter: NoPurNec AgeOfMaj+ Ends 9/30. rules bit.ly/2nQaiHk

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Thank you for reading!

Enjoy communicating with your

guests—and finding new

ones—on social media.

For more information on

Hellmann’s® and to find

on-trend recipes, visit ufs.com.

©2016 Unilever Food Solutions. Hellmann’s, Best Foods and the Blue Ribbon Device are registered trademarks of the Unilever Group of Companies. Bring Out the Best and Burger Route are trademarks of the Unilever Group of Companies. 2/16 25

©2017 Unilever Food Solutions. Hellmann’s and the Blue Ribbon Device are registered trademarks of the Unilever

Group of Companies. Bring Out the Best and Burger Route are trademarks of the Unilever Group of Companies.

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