1. UniPro University
Digital Media:
What a DSR Needs to Know
Presented January 4, 2012

2. What is Digital Media?

3. Top Five Most Important
Digital Media Platforms
60
50 49%
Most / Very Important
40
40%
35%
30 28%
24%
20
10
0
Facebook Twitter Blogs LinkedIn YouTube
“The State of Social media for Businesses” SmartBrief Inc. 2010

4. Top Five Most Important
Digital Media Platforms
• Facebook
– Sense of community
• Twitter
– Quick, frequent communication
• Blogs
– Complete thoughts and shared ideas
• LinkedIn
– Professional opportunities
• YouTube
– Generate interest and intrigue

5. Additional
Social Media
Platforms
“The State of Social media for Businesses” SmartBrief Inc. 2010

6. Strengths and Weaknesses
of Key Platforms
Scan with your smart phone
barcode reader

7. In 2011, operators planed to put more
dollars behind...
Equipment upgrades A redesign of exterior/interior
Technology upgrades Marketing
None of the above
13% 17%
28% 24%
18%
Outlook 2011: Operators predict more hiring, social media. NRN Survey, Jan 6, 2011. Sarah E. Lockyer

8. Operator’s most important
segment of 2011 marketing plan…
Local market TV National cable TV Social media campaigns
In-store promotions Radio advertising
4% 13%
32% 9%
43%
Outlook 2011: Operators predict more hiring, social media. NRN Survey, Jan 6, 2011. Sarah E. Lockyer

9. “8 out of 10 operators say social media
is becoming an important marketing
tool and they need assistance
from the supply chain.”
Hudson Riehle, Sr. VP Research for National Restaurant Association.

10. Digital Media Allows
Distributors to:
1. Strengthen Relationship with
Operator Customers
2. Create Two-Way Communication
& Ongoing Dialogue
3. Competitive Edge Against
Others in the Foodservice Industry

11. Strengthen Relationship
with Operator Customers

12. Strengthen Relationship
with Operator Customers
Collaborative Marketing
- Provide marketing expertise
- Be a strategic partner with customers

13. Strengthen Relationship
with Operator Customers
Additional Value
- Minimize price competition
- Become a trusted consultant
- Help increase sales

14. Buffalo Wild Wings
Case Study

15. Buffalo Wild Wings Case Study
• Top of mind awareness during
“off season” periods
• Ongoing engagement
• Reach target demographic in an
unobtrusive & authentic space

18. Amplify Natural Word of
Mouth

19. Top of mind awareness during
“off season” periods
Ongoing engagement
Reach target demographic
in an unobtrusive &
authentic space

20. Create Two-Way
Communication &
Ongoing Dialogue

21. Two-Way Communication
and Dialogue
Internal Communication

22. Two-Way Communication
and Dialogue
• Communicate quickly
• Allow multiple responses
• Able to trend different discussion with hashtags
• #boxbeef #frozenyogurt

23. Two-Way Communication
and Dialogue
Monitor Customer’s Pages
• Types of responses from end users
• Help customer understand how to monitor pages
Examples of tracking sites
Google Alerts, Grader, Klout

24. Don’t let price wars tie you down…
Become the expert in
foodservice products
and digital media

25. Develop Competitive Edge

26. Develop
Competitive Edge
Help Operators Create & Monitor Accounts
Implement Best Practices
Generate Promotional Ideas

27. Develop
Competitive Edge
Create and
Monitor
Accounts

28. UniPro Social Media ToolBox
• Up-to-date information
– Rapidly changing
industry
– Features and benefits
• Step-by-step guides
– Best practices
– Instructions
– FAQ

29. Guide to Digital Media Success

31. Digital Media Best Practices
Provide your Operator Customers with:
• Expertise & strategic guidance
• Content, video, articles & etc.
• Printed in-house promotional materials
• Graphic design & layout ideas
• Establishing social media accounts

32. Digital Media Best Practices
Is Digital Media right for me and/or my customers?
Positives Negatives
• Understand customer • Provide platform for
preferences complaints
• Low cost advertising • Allows others to represent
• Immediate public relations an operation
• Develop brand and • Must continuously
identity monitor & update

33. Digital Media Best Practices
Train sales force on
how to utilize digital media
Supply social media information
on your website
Provide electronic
and printed instructions
Provide guidance & help registering
customers at food shows

34. Generate Promotional Ideas
Generate Promotional Ideas:
Excess Inventory Slow Times
Special Events Sporting Events
New Products Festivals
Holidays & Season Soon to Expire Inventory

35. What did we learn today?

36. Top Five Most Important
Social Media Platforms
Facebook
Twitter
Blogs
LinkedIn
YouTube

37. Digital Media Allows
Distributors to:
1. Strengthen Relationship with
Operator Customers
2. Create Two-Way Communication
& Ongoing Dialogue
3. Develop Competitive Edge Against
Others in Foodservice Industry

38. Digital media seminars available:
1. The Digital Media Operator:
What your customers need to know… now!
2. Digital Media- Getting It Right: (For DSRs and Operators)
Best practices make perfect!
3. The Four “Ms” of Digital Media:
Measure, monitor and make money!
4. Tomorrow’s Trends and Technologies:
Staying ahead of the digital curve!

39. Schedule
Sessions held on Wednesday afternoons 2:00 – 3:00 pm EST:
• The Digital Media Operator: • The Four “Ms”
February 8, 2012 of Digital Media:
June 6, 2012
• Digital Media-
Getting It Right: • Tomorrow’s Trends
April 4, 2012 and Technologies:
August 1, 2012
Online webinars

40. Pricing
$129 per session
Billed directly to your company
Sessions can be paid per individual session
or collectively for additional sessions

41. UniPro University
Digital Media:
What a DSR Needs to Know
Presented January 4, 2012