‘Foodservice Media Services’

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Background
Founded in 2007, FohBoh has evolved
from a foodservice social-business
community to a company capable of
providing high-touch social media
products and services to foodservice
industry clients. Our customers and
community members have in this
process recognized our expertise and
asked us to provide strategic, creative,
intelligence, insights, marketing campaigns
and other interactive agency-like services
which historically, fell outside of our
existing portfolio. We were convinced
that providing agency services deflected
our original focus of connecting a large
and global industry using the social web.
But industry demand has raised a
question namely ” If not us then who?”
Clearly there is a void and an
opportunity; rather than avoid such
activities we are expanding our capability
and are prepared to take on exciting
new challenges. The reality is, FohBoh
delivers expert social media agency
services to restaurant and foodservice
industry clients and has for years. We
just didn’t call it that. Expanding our
capability and sharing our social media
experience while leveraging our core
digital media assets, given our unique
capabilities and Foodservice domain
expertise, is the right thing to do.
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Social Media Capabilities
FohBoh ("Front of House", "Back of
House") is unlike any other interactive
agency in the world. Why? First, we were
born a social media company, not
bolted-on to an existing business model.
Second, we began as a foodservice
social-business network, quickly
becoming the leading online community
dedicated exclusively to the global
Foodservice industry - influencing
thousands of restaurants each day.
Third, we are social media technologists
and practitioners of social media
management through our FOHMedia
services and technology partnerships.
Combined, we have developed a unique
system of social web technology and
human resources to create a proprietary
and comprehensive Social Media
Management System (SMMS).
We understand foodservice social media
and in many respects we are foodservice
social media.
The FohBoh Social Media Management
System (SMMS) is a collection of
procedures used to manage work flow
in a disparate social media environment.
These procedures are a combination of
proprietary and third party technologies
(software and web-based) as well as
finely honed professional techniques that
enable FohBoh’s Social Media Analysts to
listen, aggregate, interpret, publish, engage
and manage multiple social media
channels from a single "workbench". The
wo r k o f d o m a i n e x p e r t s w h e n
combined with our proprietary tools and
experience offers a unique and verified
platform focused on the restaurant
industry and refined since FohBoh’s
founding in 2007.
Pain: Restaurant marketing teams are
challenged to respond to highly
distributed conversations on the social
web. Moreover, new technologies that
enable social marketers to manage,
maintain, and repor t on multiple
channels take time and require
specialized skills. Internal marketing
teams lack the bandwidth and scale to
refine these
skills. There is a clear need and desire to
access this capability and therefore our
customers turn to FohBoh to provide
our Social Media Management System,
social strategists and analysts as a trusted
resource that enhances the productivity
of the internal team.
Gain: Our SMMS enables the FohBoh
social media team to manage multiple
distributed social channels from one
location – enabling the opportunity to
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build deeper relationships by being in
more places at once and aggregating key
influencers more readily.
How it works: The core operating
principles of the FohBoh SMMS enables
our customers to: (1) connect with social
media platforms such as Facebook,
Twitter YouTube and many others; (2)
allow the FohBoh social media analyst to
quickly publish qualified content and
social objects from one location to each
target channels and in some cases,
provide customization to each channel;
(3) aggregate, analyze, interpret and
manage social signals; (4) empower and
activate the brand’s ambassadors to
easily share with their respective fans,
friends and followers, and; (5) analyze
and interpret the data and allow for
periodic annotated reports (weekly and
monthly) with calls for action where
applicable.
The FohBoh SMMS allows our clients to
see an aggregated view of what’s
happening (from views, comments,
opinions, reviews, engagements) and
view variance analytics and conversion
metrics that provide opportunities to
fully leverage the interactive power of
social media and the social web.
Combined, our executive team brings
experience and perspective that no
other interactive agency can match. Our
top five value propositions to our
customers:
(1) We are restaurateurs, having
owned and operated restaurants,
bringing decades of real-world
experience developing, managing
independent restaurants and running
chains, in all segments.
(2) We are social media
practitioners, with more hours mixing
it up online than any other
foodservice social media agency.
(3) We are technologists, constantly
evaluating and testing powerful social
web tools that help us efficiently
deliver vital, real-time social web
intelligence to our clients.
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(4) We are creative strategists,
bringing nearly half a century of
Foodservice advertising and
marketing experience to each
assignment.
(5) We are digital media publishers,
creating the first and leading online
social-business community for the
restaurant industry, now, with more
than 40,000 industry members.
Team FohBoh possesses a unique
skill-set and experience. We also own
digital media assets and an integrated
social media platform that no other
agency can match - a publication and
distribution engine through our
Foodservice community; a unique set
of technologies; a proprietary SMMS,
domain expertise and talented and
experienced social media analysts.
About FohBoh
CEO and Founder, Michael L. Atkinson, is
a leading foodservice industry blogger,
thought-leaders and spokespersons for
Foodservice Social Media. Michael
launched FohBoh.com in 2007, before
most agencies were considering social
media. Michael has advised several top
Foodservice agencies and branded food
manufacturers on both the "Why" and
the "How" relating to social media, and
continues to invent solutions and
systems that are re-defining success in
foodservice social media.
Team FohBoh brings a collective
restaurant and Foodservice advertising,
marketing and digital communication
skill-set and unique experience to each
client assignment. Leveraging our
restaurant and Foodservice industry
experience, we focus on online media
strategy, media creation, social web
publishing, message syndication, tactical
execution, guest engagement and
extension, marketing, advertising,
measurement, monitoring to deliver
meaningful ROI. Our proprietary SMMS
provides dramatic leverage for our
expertise which then enables us to
consistently exceed our client's
objectives.
Team FohBoh
Richard Heaps. President and COO
Richard Heaps brings the operations,
finance and technology experience to
manage the necessary technology and
human resources to be properly applied
in our products and services. With 25+
years of both public and private
company experience (including
responsibility for 3 public offerings and
multiple early stage financings), Rich
brings balance between
entrepreneurship and efficiency.
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Phil Pearlman. Phil is Senior Creative
Director at FohBoh. As a co-founder of
Food Group, Phil has over 30 years of
relevant experience working with many
of the top brands in Foodservice. Phil
runs the FohBoh Brand Central Social
Marketplace.
Steve Popp. Steve is Creative Strategist
for social media marketing. Steve has
over 20 years of restaurant and
foodservice marketing, advertising,
creative, account management, social
technology and program development
experience.
Sarah Atkinson. @FohBohGal runs Social
Media Management Services and is a
Location Based Marketing maven. Sarah
has over 10 years of FOH restaurant,
social media marketing, social web
communications, publishing and micro-
blogging experience.
Emerald Reilly. @FohBohGem is Senior
Social Media Analyst and manages
FOHBuzz social web intelligence reports
and analytics. Emerald has over 10 years
of “FOH” restaurant, publishing, web
intelligence and social media
management experience.
Chris Robley. Chris heads digital imaging
and is responsible for website
architecture, UI design and
implementation. Chris has over 10 years • Boutique Wine and Specialty Beer
of digital media experience. brands
• Food and Beverage industry products
Keith Brown. Keith is FohBoh's Chief
• Food and Beverage industry Events
Technology Architect. Keith manages
• Food and Beverage entertainment
Social Media Management Systems,
website development, Facebook Foodservice Social Media Universe
integrations and solutions and is our In partnership with NetWorld Alliance,
social web toolbox master. FohBoh is bringing the world of social
media and the social web to San
Key Services Francisco in September 2011. We expect
• Social media strategic planning marketing, communications, operations
• Social media training and coaching
and corporate decision makers from the
• Social media support services
restaurant, hospitality, branded food
• Social media monitoring and reporting
manufacturing and C-store industries to
• Social media management services
gather and learn from the best and
• Social media campaign development and
brightest how this interactive force of
analysis
change can be harnessed and leveraged
• Social media creative services
to keep ahead of our clients' customers.
• Social website and mobile website
development
Key FohBoh Partners
• Social-business community development
We partner with industry leaders, best-
• Social E-mail marketing platform
in-breed media and proven experts.
• Social web intelligence, indexing and
Social Scoring™ • California Restaurant Association
• Facebook platform development and
• NetWorld Alliance
page management
• PepsiCo - Social Media Services
Client Type • Share our Strength
• Independent restaurants, groups and • CitySearch / CityGrid
chains
• Independent hotels and chains
• Branded Food and Beverage
manufacturers

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FohBoh Media Assets
• FohBoh, The Restaurant Network
• FohBohWine, The Wine Network
• FohBohChef, The Culinary Network
• inFOH Industry News Bureau
• Foodservice Social Media Conference
• FohBoh Brand Central Marketplace
• FOHMedia - Social Media Services
• FOHBuzz SnapShot Report
• FOHMail Email Marketing
• FohBoh In The Window Newsletter
• FohBoh Social Scoring and Ranking

FohBoh is unlike other interactive media

companies, and we are just beginning to
FohBoh, Inc.
grow into our vision. Our connections to
the Foodservice industry are deep and FohBoh Foodservice Social Media
1762 Technology Drive, Suite 224
valuable and are available to share with San Jose, California 95110
our clients.
fohboh.com
For more information about FohBoh, our info@fohboh.net
experience, our team and our Twitter: @fohboh
(408) 728-9243
capabilities, please contact us online or, at
the office: 408-728-9243.

© FohBoh - Spring 2011

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