11 minute read
Social Media
THE #DOS & #DON’TS OF SOCIAL MEDIA AUTOMATION
Recently, KFC Germany found itself in a very embarrassing situation. The fried chicken chain accidentally sent an incredibly insensitive message to its thousands of app users.
The brand had to issue an apology after sending a push notification that read, “It’s memorial day for Kristallnacht! Treat yourself with more tender cheese on your crispy chicken. Now at KFC.”
Kristallnacht, meaning the “night of broken glass,” took place on the night of November 9, 1938, when Nazi officials led and encouraged violent mobs to destroy Jewish synagogues and other property, the US Holocaust Museum reported. The violence lasted 48 hours and approximately 7500 Jewish-owned businesses, homes, and schools were plundered, and 91 Jews were murdered.
About an hour after the initial notification, KFC Germany sent another notification with an apology.
“We are very sorry; we will check our internal processes immediately so that this does not happen again. Please excuse this error.”
The company said it uses “a semi-automated content creation process linked to calendars that include national observances” but that its “internal review process was not properly followed, resulting in a non-approved notification being shared.”
What’s embarrassing for one brand, can become a learning moment for others, so here are some Do’s and Don’ts of social media automation, so your brand doesn’t end up putting its virtual foot in its mouth.
Social Media Automation
Social media automation can save you tons of time, work, and resources for your daily chores of managing your social media channel. But don’t get trapped by convenience. If you let yourself get carried away by the benefits of getting too lazy, automation can also backfire on you and crash your reputation.
So, how to get automation right?
• Know your audience and only share what is relevant to them. Don’t share blind. If you don’t monitor the impact of your posts, your channel will lose credibility
and drive away your followers. • Mix it up and don’t repeat yourself too much. Don’t be tempted by the convenience to turn your posts into lifeless robotic streams of boring, repetitive posts. Always mix your “promotional” content with personal statements and curated content from other sources to offer an inspiring variety of relevant, fun, and helpful posts for your audience. • Schedule at the right times. Look at the best times to post on each network for maximum visibility and reach. Each network has its own ‘rush hour’ when communities are most active.
For example, on Twitter and LinkedIn the highest interaction rate is found during the day, while on Facebook, Instagram, and Pinterest users are most active in the evening and at the weekend. • Don’t automate personal messages.
Stay human. Social media is all about communication and interaction with your audience. Automated replies are very unlikely to get any interaction with your community.
In most cases, automatic messages are regarded as spammy and annoying. Always respond personally to interaction and comments from your community.
Push Notifications
Push notifications can be a great way to spark engagement with your customers, increase conversions and sales, and create excitement around your brand. However, if you’re not careful, push notifications can drive away customers. If your messages are annoying or do not add value to your customers, people will unsubscribe (and may not return). Here are ways to thoughtfully use push notifications. A successful push notification marketing campaign is thoughtful and avoids irritating customers.
Here are some general guidelines:
• Offer easy ways to opt-out of notifications. • Before customers opt-in to your notifications, let them know what they can expect. How often will you send them? What types of content will they include? • Create a content calendar for your notifications to help ensure you are sending infrequent, yet valuable, content that your customers will appreciate. • Be mindful of WHEN you are sending push notifications. The best/worst times will depend on your unique customer base.
However, a general rule of thumb is to avoid early morning and after-dinner hours.
Remember:
of your visual content must be top-notch. Make sure all your posts have: • Clear branding • Engaging copy • Relevant hashtags • Call to action
Be sure to open two-way communication with your audience. Customer loyalty depends heavily on your services inside and outside of your restaurant. And one of the best places to nurture this loyalty is on your social media profile.
Community management plays a big part in creating a relationship with your potential and new guests. Use the comment section and direct messages to initiate conversations, answer their questions, respond with love to their affection towards your unique dishes! This will help you attract new diners and find out about the food and services that excite them the most.
TAKE ADVANTAGE OF THIS AMAZING KICKSTARTER
Whether you’re starting up a new coffee venue, or you’re an established business who wants to replace your tired old coffee machine, the Vitasoy Cafe Kickstarter Programme will help you save on the essentials for creating an amazing brew.
The hospitality industry has had a rough time over the last few years, and this amazing deal could be the kickstart you need for the summer season and to get you geared up for 2023.
Simply purchase an Espresso Machine from Coffex and you will receive the Barista Station Package which includes: • A one-month supply of Vitasoy* • Branded Vitasoy merchandise* • A one-month supply of Vitasoy branded compostable take away cups* • A one-month supply of Coffex coffee beans* • The option to add on other Vitasoy merchandised products, branded counters etc.*
Let’s just look at the savings on the coffee beans alone: You can get approximately 55 coffees for every kilo of beans, with Coffex supplying 40kg free for the first month, that’s 2,200 coffees. If you’re selling an average coffee at $6, that’s $13,200 worth of coffees for the month!
When you compare that to the price of the machine and add on the supply of milk, cups, and merchandise, it’s clear that the machine will pay for itself in no time.
“We know how important hospitality businesses are to their local communities, so through the Café Kickstarter Programme we’re hoping to give hospitality businesses that little kick-start they might need,” expressed Ivy Oh, Vitasoy’s global brand development manager.
Made exclusively for trade, Vitasoy’s Café range has been specifically formulated to froth just like dairy milk, complementing your barista skills to deliver the perfect plant-based coffee every time.
Coffex has won multiple awards for its coffee range, from classic blends to specialty offerings. The brand has been acknowledged for its global and ethical sourcing and the expertise of its master roasters, while offering the highestquality espresso machines and equipment.
Having previously partnered with the plantbased milk brand for Vitasoy’s Espress Yourself competition last year, Coffex was excited to be a part of the Café Kick-Starter Programme.
“We are thrilled to once again be partnering with Vitasoy for another uniquely innovative project that supports the local industry,” expressed Coffex Coffee New Zealand manager, Shamsi Power.
With the creative combination of these plantbased milk, coffee, and sustainability experts, the Vitasoy Café Kickstarter Programme is set to get your business kicking!
For more information, contact Shamsi on 021 478 995. *Terms & Conditions Apply
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Don’t worry, you’ll still get the same great results, just now with a whole new look.
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Kickstarter Kickstarter Programme Programme
Simply purchase a coffee machine from Simply purchase a coffee machine from Coffex and you will receive a special Coffex and you will receive a special Barista Station Package specially put Barista Station Package specially put together to help kickstart your business! together to help kickstart your business!
• A one-month supply of Vitasoy Café for Baristas • A one-month supply of Vitasoy Café for Baristas Plant Milk Plant Milk • A one-month supply of Vitasoy merchandise • A one-month supply of Vitasoy merchandise including ecoware compostable cups including ecoware compostable cups • A one-month supply of Coffex coffee beans • A one-month supply of Coffex coffee beans
Café Kickstarter Programme
Take Advantage of this Kickstart!
It was understanding the difficulties Kiwi hospitality businesses are facing that inspired Vitasoy to partner with Coffex Coffee Roasters to bring you the Vitasoy Café Kick-Starter Programme.
SUPER EASY!
Simply purchase an Espresso Machine from Coffex and you will receive the Barista Station Package which includes: • A one-month supply of Vitasoy* • Branded Vitasoy merchandise* • A one-month supply of Vitasoy branded compostable take away cups* • A one-month supply of Coffex coffee beans* • The option to add on other Vitasoy merchandised products, branded counters etc.*
INSANE SAVINGS!
Let's just look at the savings on the coffee beans: You can get approximately 55 coffees for every kilo of beans, with Coffex supplying 40kg free for the first month, that's 2,200 coffees. If you're selling an average coffee at $6, that's $13,200 worth of coffees for the month! When you compare that to the price of the machine and add on the supply of milk, cups, and merchandise, it's clear the Vitasoy Café Kick-Starter Programme is an opportunity that shouldn't be missed!
FRIENDLY FINANCE
Thanks to industry-leading and dedicated hospitality equipment financer, SilverChef, finance is available for the purchase of Coffex Espresso Machines. For 35 years, SilverChef has helped put you in control of your commercial kitchen equipment, saving your working capital for the things you need it for the most, like running and growing your business.
Simply purchase a coffee machine from Coffex and you will receive a special Barista Station Package specially put together to help kickstart your business!
• A one-month supply of Vitasoy Café for Baristas Plant Milk • A one-month supply of Vitasoy merchandise including ecoware compostable cups • A one-month supply of Coffex coffee beans
T&Cs and limits apply.
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