In this presentation, the speaker examines a social‑media competition run by 42nd East Bakehouse, a UK‑based New‑York‑style bakery. The competition uses a very simple format – an eye‑catching product image paired with a brief call‑to‑action asking users to follow the brand, like the post, tag friends, and share to their story. The speaker highlights the resulting engagement numbers (50 likes, 18 shares, 54 comments) and explains how each tag potentially brings new followers and customers. The talk then shifts to how the bakery can monitor and optimise its social‑media performance using a dashboard: viewing weekly top‑performing posts, comparing metrics against other bakeries or cafés, analysing sentiment, and identifying influential participants (customers, food bloggers). The speaker concludes with practical advice for brands to keep competition mechanics simple, regularly review analytics, and actively engage with their audience to boost reach and influence.
Chapters
Today we're looking at how to keep competition simple on social Media. This is 42nd East Bakehouse and they're absolutely gorgeous. New York style bakehouse based in the UK and they've got a few shops and what I absolutely love is how they use social media basically as like a kind of window into their, a bit a shop window if you like, you know, it's a window into their little world and as you can see from the gorgeous photos, they do take some amazing pictures of their items that they sell. But what drove serious engagement was actually this here. So this was. Fancy winning a cookie dough Easter egg. Be sure to be following us like this post, tag your pals and share to your story. Happy Easter. So they've kept to the same format that they always keep it to, which is an amazing image of their, of their item. They have made it obviously, you know, like themed for the time of year, but they've just kept it really simple. They've not gone into loads of detail, they haven't even done any T's and says or anything like that. It's just basically it was just a little ploy to drive a little bit of engagement on over, you know, basically a bank holiday if you like. So they've kept it simple by asking you to follow them, make sure you like the post, make sure you tag in a friend and then you share it to your story and then they'll be monitoring it that way. And look, so that's had 50 board engagements, 18 shares, 54 comments there and as you can see it's lots and lots of people that have been tagging in all their friends. So why would they do that? So this one person has tagged in say three other people, four other people and this one's tagged in 1, 2, 3, 4, 5, 6, 7. So the idea with that is that, so they, I might be following them for example, but if I tag in five more friends then that's five new people that are going to be following the page, that's five new customers that they could have. So that's what it's all about. But it's all about keeping it simple. You don't have to over complicate things on social media, particularly competitions. So if I was these guys, one of the things I'd want to do is make sure that I am fully immersed in understanding how social media is performing for me. And one of the best ways of doing that is to go onto the maybe dashboard and then on the left it would be their post. So you would see their weekly best posts. So, for example, that one would have come up, you know, with. Because that had the most engagement out of all of the other posts. And then they can start to compare. They could compare to literally any other bakehouse. They can compare it to another cafe, they can compare it to another baker, you know, someone that they want to, I guess, emulate or someone they want to learn from. And then they can start to compare all their stats. They can look at their stats versus theirs, and they can look at what's working for them and they can start to understand how people are feeling about them. And you can understand sentiment. You can see who's got influence in the conversation. So actually, who's influential, you know, is it customers that are talking about them? Is it, I don't know, is it food bloggers, for example? And if there's nothing there, then guess what? You need to get more people to engage with you. You need to get more people to chat to you. And they will only be to do that if they pop on the maybe dashboard and start interacting. Now, as always, if you've got any questions at all, click on the little blue button. We love to help.
