Facebook - Breaking the "Sales" Myth How The Fresh Diet drives engagement, FANaticism and sales Presented by Jim Gilbert, Head of Marketing, The Fresh Diet Inc. In this informative session Jim Gilbert, author and former direct marketing professor will take you through a case study on how The Fresh Diet went from 94 fans to 25,000 likes in just over one year, and their secrets for driving engagement, FANaticism and sales. Key takeaways: • The most important qualities in a Facebook content manager that will create fans who will walk through fire for you • How to quickly engage your audience and build trust • Tips and tricks for posting content - when, and what to post • Negative Nancy's and Debbie Downers - how to handle them • The Superior customer experience and how to counteract negative reviews and comments • How and why the entire company needs to monitor and engage. The customer centric organization. • Facebook as a customer service and support tool • The one word that best describes The Fresh Diet's Facebook experience • And of course ROI: how to drive sales via Facebook.

1. Facebook: Breaking the Sales mythHow The Fresh Diet Drives Consumer Engagement, FANaticism and Sales Presented by Jim Gilbert: CEO, Gilbert Direct Marketing, Inc. De Facto CMO: The Fresh Diet, Inc.

2. What to expect today A how to on how The Fresh Diet does business on Facebook. Insider info you won’t get elsewhere that you can take to “the bank”

3. What NOT to expect today A tutorial on how to set up a Facebook page Technical details by a web marketing person I am a direct marketer and approach FB in that manner.

4. How many of you use FB for business? We’ll discuss how it is working during Q&A Who is here from the diet or food industry

5. Lets get started but first… About The Fresh Diet

6. About The Fresh Diet Gourmet Meals hand delivered daily Inc 500 Fastest growing Co. #1 in Miami-Dade Since 2005 Double growth in 2010 Double again in 2011 And yes, we sell right off of Facebook Inspire you today

7. So No, I am not a Facebook Expert Started Gilbert Direct FB page 2.5 yrs ago Had no idea how to make is successful Originally just pushed info from my blog to FB End result = Nothing! Originally took same approach to TFD FB Page. Pushed out content from blog, articles…

8. Level of effectiveness = 0 November2009: 94 fans

9. Level of effectiveness = 100 December 2010: 24,195 likes That’s a lot more than nutrisysem!

10. Building our brand via Facebook Our facebook page is our calling card. Many times we prefer to send to FB over web More powerful than our website People see engagement and want to join in People see happy customers and order! Beyond our “likes” thousands of people check us out on FB daily. Our Reviews page has over 80 Reviews, 95% of them positive

11. How we got there – Goals! Main goal! Put a human face on the nameless faceless corporate identity Distinguish ourselves from big corps We are real people, promoting a healthy lifestyle People respond to real

12. How we got there – Goals! Build relationships - Build engagement Speak in a real voice Develop trust Give to get world Time spent on site = engagement Engagement = Sales Sales + Engagement = Advocacy I tease people, draw them out, call them out, etc

13. How we got there – Goals! "There is only one valid definition of business purpose – to create a customer. Companies are not in business to make things… but to make customers.” -- Peter F. Drucker

14. How we got to 23K – the basics Promote via: Website Blog Transactional emails Twitter

15. How we got to 23K – the basics Promote via: Website Blog Transactional emails Twitter

16. How we got to 23K – the basics Call center Collateral Material Mailers Email signatures Email newsletters Any place we can think of

17. Step 2 building engagement It started with a single contest. Carbometer We now run contests every day of the week

18. Contests mean to us A way to seed the market with food A way to have people come back and give positive feedback An engagement tool Fun – draws people out

19. Contest examples Plate your favorite meals

20. Contest examples Halloween costume contest

21. Contest examples Motivation poster contests

22. Contest examples Fresh Diet-ize a Beatles Lyric (in honor of John Lennon) Fresh Diet-ized Haiku

23. Contest examples Video contests This contest coined the phrase, “the fresh diet delivery fairies?

24. Contest examples Ultra secret contests My excuse to give away food Any old contests Banner ad

25. Contests Recipe winner

26. Any Excuse for a contest

27. Building Trust – Random Freebies Every day we give food away randomly on FB. Other times we just give it away for no reason Is it expensive? Sure, but the rewards are enormous People are always promoting us to our friends Another way we seed the market and drive positive reviews

28. Our involvement devices Delivery fairies Fearless FB leader Overgiving We let our customers run and judge contests Brand everybody Make fun of ourselves Have all get involved in company Ask questions, involve customers (bag, slogans)

29. Bio’s of our employees bring customers closer to the company

30. Build involvement and trust

31. Build involvement and trust Be Transparent Go behind the scenes

32. Bringing our customers closer Image done by one of our customers of our CEO Zalmi Duchman. He is officially Zman or Zuperman to our fans

33. We do a lot of video

34. We do a lot of video

35. And our customers love a good scandal By By Carnie!

36. Then there’s the “food porn”

37. Give to get – Random Freebies

38. Give to get – Groupon info, drives sharing

39. Give to get – Groupon contests

40. The Mommy blogger network Hundreds of mommy bloggers We have them do reviews for food Contests too Other networks, diabetes, charitable orgs, bariatrics The potential is unlimited

41. Engagement, our customer take over In a social media driven world – people buy from their peers!

42. Engagement our customers take over In Orlando Customers ran contests, promoted specials answered CS Q’s Our customers would walk through fire due to the trust we have built. We ask people from FB to do interviews, show up at events, etc… even be on TV.

43. Customers take over Fresh never frozen

44. Engagement, sometimes silliness ensues

45. Engagement, our customers take overPositive and negative reviews

46. Facebook as a customer service tool Our Sales and CS people inhabit our page Customer service is no longer limited to the call center!!! When questions get asked, we answer ASAP Speed and agility in a social media world If we don’t answer fast enough, we get grief

47. Facebook as a Customer Service tool When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered

48. Facebook as a Customer Service tool When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered We took a beating last week due to the snow in the NE

49. Driving sales Once you engage, build trust people will buy right off the pages. We promote sales monthly. Sometimes insider sales for FB only. We drive referrals sales as well. Our customers are constantly selling TFD on the page and to their friends 2011 bringing in online ASP Referral rewards program.

50. Driving Sales – Special offers for FB peeps

51. Building Traffic – Fans and Likes Ad.ly network allows you to buy paid tweets from celebrities Gained 400 fans in one day

52. Building Traffic – Fans and Likes Tie ins with other sites drove major traffic and likes We did this one in conjunction with a freebie every day.

53. Building Traffic – Fans and Likes Tie ins with other sites drove major traffic and likes We did this one in conjunction with a freebie every day.

54. Building Traffic – Fans and Likes Paid tweets from Heidi Montag promoting a contest drove fans and contest entries

55. Building Traffic – Fans and Likes Using the @ sign drives traffic This post ran on TFD and Holly Madison’s FB page at the same time

56. Facebook ads drive traffic

57. Questions… Your turn

58. Want a copy? Drop me a card and I will email you a copy of this presentation!

59. Thank you! Gilbert Direct Marketing Jimdirect@aol.com @gilbertdirect Gilbertdirectmarketing.wordpress.com The Fresh Diet www.thefreshdiet.com www.facebook.com/thefreshdiet