bake - October 2012 - 19
business
important to them, and use your bakery as the context. Ask trivia questions about chocolate or coffee; ask what everyone’s favorite fall treats are; poll for the favorite birthday cake memory from your shop. Get your customers involved in the conversation. Social Campaign Monitoring Wildfire Social Media Monitor When it comes to learning social media, there’s a lot to take in. Here, Hollinden Professional Services Marketing offers some useful tools to help you navigate it. Social Search Monitoring Addict-o-matic (www.addictomatic.com) Guzzle (www.guzzle.it) Upcoming Events Monitoring Plancast (www.plancast.com) Comments and Forums Monitoring Comment Sniper (comment-sniper. software.informer.com) Board Reader (www.boardreader.com) Google Trends (www.google.com/trends) Social Network Monitoring Social Mention (www.socialmention.com) Google Reader (www.google.com/reader) AllTop (www.alltop.com) Web Page Changes Monitoring You can also use social media to track trends, based on what customers are talking about in general. If you have a Twitter account, don’t just expect customers to “follow” you and read your tweets. You need to be following others, too. Follow well-known celebrities, athletes or politicians. You never know when one of them might mention that their favorite treat is something you sell in your shop. And watch what your customers are talking about and who they’re following. It’s a great way to get to know your customers and find out what’s important to them in general. You can also push social media from your store, with promotions like “check in when you check out” — offer a free cookie for customers who do a check-in on their Facebook page. They don’t even have to be a fan of your page to do it.
JOA N IE SPEN CER
SOCIAL SKILLS
“Social media isn’t way out there – it’s not outer space. It’s here. And five, 10, 20 years from now, it may look different, but I guarantee it will be part of our society.”
Christine M. Hollinden, Hollinden Professional Marketing Services,
(monitor.wildfireapp.com)
Social Seek (www.socialseek.com) Buzz Feed (www.buzzfeed.com) Monitor This (www. monitorthis.77elements.com) Social Media Monitoring and Analysis Ubervu (www.ubervu.com) Trackur (www.trackur.com) Beevolve (www.beevolve.com) Sprout Social (www.sproutsocial.com) SugarCRM (www.sugarcrm.com) Alterian SM2 (www.alterian.com/ socialmedia/products/SM2) Radian6 (www.radian6.com) BrandChats (www.brandchats.com) Twitter and Facebook Monitoring Seesmic (www.seesmic.com) HootSuite (www.hootsuite.com)
Watch That Page (www.watchthatpage.com)
Marketing through social media is all about being found. And when you create a strategy, you can take word-of-mouth marketing to digital proportions. And if you’re hesitant to go social, now is the time to jump in with both feet, because social media isn’t losing momentum. “Social media isn’t way out there — it’s not outer space,” Hollinden says. “It’s here. And five, 10, 20 years from now, it may look different, but I guarantee it will be part of our society.” Welcome to the new normal.
bakemag.com | OCT 2012 > 19
http://monitor.wildfireapp.com
http://www.addictomatic.com
http://www.guzzle.it
http://www.socialseek.com
http://www.plancast.com
http://www.buzzfeed.com
http://www.comment.sniper.software.informer.com
http://www.boardreader.com
http://www.ubervu.com
http://www.trackur.com
http://www.google.com/trends
http://www.beevolve.com
http://www.sproutsocial.com
http://www.sugarcrm.com
http://www.socialmention.com
http://www.alterian.com/
http://www.google.com/reader
http://www.radian6.com
http://www.alltop.com
http://www.brandchats.com
http://www.seesmic.com
http://www.watchthatpage.com
http://www.hootsuite.com
http://www.bakemag.com
bake - October 2012
Table of Contents for the Digital Edition of bake - October 2012
bake - October 2012
Editor's Note - Retail bakery’s tipping point
Contents
Business - Baker's Percentage
Business - Smile and Say Thank You
Business - POS Systems
Business - Efficient Decorators
Business - Save Energy and Money
Business - Reinventing Normal
Business - Basics of Merchandising
Breads - Rounding it Out
Breads - An Extra Pair of Hands
Breads - Bread Troubleshooting
Breads - The Ideas Factory
Breads - Label Cleaning
Breads - All About Yeast
Breads - Artisan Pizza
Breads - Tapping into Consumer Trends
Breads - Rye Revival
Cakes - Troubleshooting Icings and Glazes
Cakes - Stress-Free Cake Assembly
Cakes - Seasons of Change
Cakes - Use Technology to Save Time and Make Money
Decorator Training
Cakes - Flower Power
Cakes - Bak-klene® Makes Baking Easier and More Profitable
Cakes - Quick Decorating, More Profit
Cakes - Festejos Tres Leches Mocha Cake
Cakes - Sheet It Out
Sweet Goods - Gluten-Free Sweets
Sweet Goods - What You Might Not Know About Honey
Sweet Goods - Boosting Pie Profits Requires Trend, Ingredient and Equipment Evaluations
Sweet Goods - Simplify Your Life
Sweet Goods - Bakery Portioning
Sweet Goods - Hazelnut Nation
Sweet Goods - Latino Baking
Sweet Goods - Nutty Ideas for Gluten-Free Baking
Sweet Goods - Raisins for Health
Sweet Goods - Basics of Chocolate
Sweet Goods - Low-Calorie Options
Sweet Goods - Shortening for the Health Conscious
Showcase
Classifieds
Ad Index
bake - October 2012 - bake - October 2012
bake - October 2012 - 2
bake - October 2012 - Editor's Note - Retail bakery’s tipping point
bake - October 2012 - 4
bake - October 2012 - 5
bake - October 2012 - Contents
bake - October 2012 - 7
bake - October 2012 - Business - Baker's Percentage
bake - October 2012 - 9
bake - October 2012 - Business - Smile and Say Thank You
bake - October 2012 - 11
bake - October 2012 - Business - POS Systems
bake - October 2012 - 13
bake - October 2012 - Business - Efficient Decorators
bake - October 2012 - 15
bake - October 2012 - Business - Save Energy and Money
bake - October 2012 - 17
bake - October 2012 - Business - Reinventing Normal
bake - October 2012 - 19
bake - October 2012 - Business - Basics of Merchandising
bake - October 2012 - 21
bake - October 2012 - Breads - Rounding it Out
bake - October 2012 - 23
bake - October 2012 - Breads - An Extra Pair of Hands
bake - October 2012 - 25
bake - October 2012 - Breads - Bread Troubleshooting
bake - October 2012 - 27
bake - October 2012 - Breads - The Ideas Factory
bake - October 2012 - 29
bake - October 2012 - Breads - Label Cleaning
bake - October 2012 - 31
bake - October 2012 - Breads - All About Yeast
bake - October 2012 - 33
bake - October 2012 - Breads - Artisan Pizza
bake - October 2012 - Breads - Tapping into Consumer Trends
bake - October 2012 - 36
bake - October 2012 - 37
bake - October 2012 - Breads - Rye Revival
bake - October 2012 - 39
bake - October 2012 - Cakes - Troubleshooting Icings and Glazes
bake - October 2012 - 41
bake - October 2012 - Cakes - Stress-Free Cake Assembly
bake - October 2012 - 43
bake - October 2012 - Cakes - Seasons of Change
bake - October 2012 - 45
bake - October 2012 - Cakes - Use Technology to Save Time and Make Money
bake - October 2012 - Decorator Training
bake - October 2012 - 48
bake - October 2012 - 49
bake - October 2012 - Cakes - Flower Power
bake - October 2012 - 51
bake - October 2012 - Cakes - Bak-klene® Makes Baking Easier and More Profitable
bake - October 2012 - 53
bake - October 2012 - Cakes - Quick Decorating, More Profit
bake - October 2012 - 55
bake - October 2012 - Cakes - Festejos Tres Leches Mocha Cake
bake - October 2012 - 57
bake - October 2012 - Cakes - Sheet It Out
bake - October 2012 - 59
bake - October 2012 - Sweet Goods - Gluten-Free Sweets
bake - October 2012 - 61
bake - October 2012 - Sweet Goods - What You Might Not Know About Honey
bake - October 2012 - 63
bake - October 2012 - Sweet Goods - Boosting Pie Profits Requires Trend, Ingredient and Equipment Evaluations
bake - October 2012 - Sweet Goods - Simplify Your Life
bake - October 2012 - Sweet Goods - Bakery Portioning
bake - October 2012 - Sweet Goods - Latino Baking
bake - October 2012 - 68
bake - October 2012 - 69
bake - October 2012 - Sweet Goods - Nutty Ideas for Gluten-Free Baking
bake - October 2012 - 71
bake - October 2012 - Sweet Goods - Raisins for Health
bake - October 2012 - 73
bake - October 2012 - Sweet Goods - Basics of Chocolate
bake - October 2012 - 75
bake - October 2012 - Sweet Goods - Low-Calorie Options
bake - October 2012 - Sweet Goods - Shortening for the Health Conscious
bake - October 2012 - Showcase
bake - October 2012 - 79
bake - October 2012 - Classifieds
bake - October 2012 - 81
bake - October 2012 - Ad Index
bake - October 2012 - 83
bake - October 2012 - 84
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