bake - March 2013 - 31

According to a study by bizrateinsights.com, Pinterest

In addition to being a resource for generating new

is more often used as a destination for shopping

ideas and visually stunning photos, it’s where many

inspiration, tracking, and product discovery. Also, of

consumers go to get ideas on what to buy. In fact,

the consumers who visit Pinterest, 69% found an item

70% of respondents in a Bizrate Insights study

that they ultimately purchased or wanted to purchase.

claimed they used Pinterest to “get inspiration on

That’s 29% more users than Facebook.

what to buy.”

SOCIAL MEDIA PROMOTIONS AND CONTESTS
Freed’s Bakery in Las Vegas, NV,
recently hosted a promotional contest that asked Facebook followers
to comment on a post with a number
between 1 and 5,000. The winner
would receive a dozen free chocolatedipped strawberry footballs.
It wasn’t until after the bakery
hosted the contest that the owner,
Max Jacobson-Fried, realized the
promotional contest was in violation

of Facebook’s promotional guidelines
for pages. Facebook has an outlined
list of rules for hosting contests and
promoting as an organization.
In many cases, organizations who
have violated these regulations have
lost access to the Facebook page.
Jacobson-Fried says that losing the
bakery’s Facebook following would
be a tremendous step backwards,
considering that Freed’s Bakery

has spent several years developing
a strong following. All of that work
would be lost.
If you are interested in hosting a
social media contest for your organization, be sure to closely review the
regulations. While it might not be
likely that you will be held accountable for a violation, the repercussions
may not be worth the risk.

Instagram

In addition, if your employees are comfortable with

This popular smartphone app allows users to select

being in any photos posted on your Instagram

from a collection of ﬁlters for images taken on their

account, be sure to include them regularly. Include a

phones. While degrading the quality of the image, the

caption with the photo that describes their role with

hip ﬁlters often compensate for arguably drab or one-

the company or the action they are executing in the

dimensional photos. From a branding standpoint,

photo. According to socialmediatoday.com, intro-

this is a visually stunning app that helps you add an

ducing your followers to the people who operate your

exciting visual to your company and products.

company on every level is not only fun for followers,
but also helps humanize your brand.

Similar to other social media outlets, people choose
to follow you and have the ability to like, share and

Corner Bakery Cafe utilizes Instagram in a way that

comment on your images. Connecting Instagram to

not only markets its product, but also engages

Twitter and Facebook is very easy and works seam-

customers with Corner Bakery Cafe items. The bakery

lessly, allowing you to post a single photo to all of

hosted a Facebook-regulated contest that encour-

your social media outlets.

aged followers to post photos of them creatively
eating a Corner Bakery Cafe panini. Pictures could be

You want people to see what your bakery has to offer.

uploaded via Twitter or Instagram with the hashtag

Every photo your company shares should communi-

#ShowUsYourGrill and one of the following category

cate the overarching ideals of your bakery. If you only

hashtags: #cheesy, #love, #hungry, #paniniface.

use fresh ingredients, take a photo of the raw ingre-

Facebook fans voted for winners of each category,

dients when delivered or picked up. If you’re working

awarding the winner one free panini every week for a

on a large specialty cake, take photos during its entire

year. The bakery then pinned the winners and high-

creation. People are curious and behind-the-scenes

lights of the competition on a “Show Us Your Grill”

footage plays into their curiosity.

board on Pinterest.

bakemag.com | MAR 2013 > 31
http://www.bizrateinsights.com http://www.socialmediatoday.com http://www.bakemag.com
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