Quick Bites: Building a Meaningful Community Through Social Platforms
Once upon a time, a brand could create a Facebook page or an Instagram handle and simply encourage their customers to like or follow. Now brands must run paid ads to reach those same eyeballs. Email remained as an owned channel – but the volume and frequency increased so much that they are mostly ignored.
Savvy brands are finding ways to break through the digital noise by generating memorable buzz and tapping into the powerful world of word-of-mouth sharing. In this info-packed session, you will hear how three natural brands have leveraged micro & macro influencers, video content, and SMS messaging to engage their fans and build passionate brand advocates.
Shay Daviau is the Influencer Marketing Manager at DeeBee's Organics, overseeing relationships with influencers, content creators, and super fans of the brand. Previously, she worked in the agency world at The Social Circle; and before that at Flytographer, where she built out the influencer program from zero. She is west coast born and bred, calling beautiful Victoria, BC home.
Caitlin is the Director of Content at Just Date, a women-owned California food company offering date-based sweeteners centered in a lifestyle low in sugar. Caitlin received her MFA from the University of Arts, London, and started her career in marketing at a high-end boutique hotel company. Caitlin has lead content and social in various industries from hospitality to retail to healthcare for over 10 years. Just Date is the first time she has been able to combine her love of food with her work and is thoroughly enjoying the new alignment!
Mary Tarczynski has 30+ years of experience leading cross-functional teams to build equity and drive sales for CPG brands including Coca-Cola, Kraft, Clorox and Campbell’s. She left corporate marketing to spend four years in emerging ad tech; then in 2016 co-founded Parabolic, a shopper marketing agency offering “ideas with trajectory” - integrated strategies, concepts and activations - to help established and emerging natural brands sell in and sell through at retail. Current clients include Diamond Foods, Good Foods, the Plant-Based Foods Association, Straus Family Creamery, Traditional Medicinals, and Weleda Skin Care.
Mary is currently the Education & Networking Events lead on the Naturally Bay Area Board. She is an advocate for diversity in leadership and recently “retired” after 13 years of volunteer leadership with the Network of Executive Women (now called NEXTUp) in Northern California.
Paul is the co-founder of Aura Bora, a beverage company in San Francisco. The brand's sparkling waters are made from herbs, fruits, and flowers for earthly tastes and heavenly feelings. Find Aura Bora at Whole Foods, Sprouts, Thrive Market, and natural retailers in the Bay Area and beyond.