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Social Media Guidelines

Introduction Social Media Goals Social Media Content Facebook Twitter Instagram Yelp Foursquare/Google Maps Monitoring

Introduction
Social media is a great way to deliver our core messages to existing and potential guests and to engage with our followers on a personal level.

Summary
Our guests are already using social media actively, and they expect the same from us. To best connect with our followers, its important that we understand the available social media tools and create a coherent brand voice on social media across all LPQ markets. Followers arent signing up because they want to see advertisements and commercial messages. Rather, they are looking for beautiful images, thoughtful text, and insider knowledge about Le Pain Quotidien that they can like, share, retweet, regram and comment on. Throughout our online presence, we need to maintain a consistent tone that reects the sophistication, elegance and friendliness of Le Pain Quotidien as well as the lifestyle LPQ represents.

The rst step in an effective social media strategy is to designate one person in your organization to be the social media ambassador who will manage all social media. This person should be in charge of all online communications with followers and guests and should schedule and develop posts across the media with which you have chosen to engage.

LPQs Current Following


As of September 2013 Facebook Global - 42,600

Twitter @LePainQuotidien - 3,575 @LPQNY - 845 @LPQLA - 387 @LPQDC - 342 @LPQPhilly - 133 @alaincoumont - 113 @LPQIN - 301 Instagram US - 2,354 @lpqar - 194 @lepainquotidienru - 20,597

@LPQUK - 864 @LPQFR - 150 @LPQJP - 25 @LPQAR - 909 @LPQNL - 181 @LPQES - 1127 @LPQRU - 406 @lpqbr - 161 @lpqnl - 24

Social Media Goals


Increase Awareness
We want Le Pain Quotidien to be on the minds of our existing guests while spreading the word to potential guests, as well as anyone else who might inuence existing and potential guests.

Expand Our Reach


By increasing our social media member base we can communicate more easily with present and potential guests globally.

Improve Public Perception


What our guests and potential guests think and feel about our brand matters greatly. Strong, positive social media helps build brand loyalty with and create a better public image.

Improve Support
Ideally, any bad experience a guest has will be taken care of immediately in the LPQ where the issue occurred. However, more and more people are turning to social media to communicate these issues. Our social media team must be ready to offer support by answering questions and helping resolve any issues in real time.

Understand Our Guests Better


Knowing how existing and potential guests feel about our products is extremely important. It will help us understand how to attract new people and keep current ones.

Social Media Content


A successful corporate social media strategy should involve a two-way conversation with the follower. Followers want to feel connected to Le Pain Quotidien, share their experiences, and receive current information about our stores.

Timing
Each platform is different, but in general, the best time to share on weekdays is from 9 am to 1 pm. Try to schedule one post for each of your active platforms during that time. Also try to schedule several posts over the weekend. Social media use peaks on weekends, offering a great opportunity to engage and interact with existing followers, and obtain new followers. Dont neglect your accounts; be sure to check your pages at least once a day. To Schedule a Post:

From your pages sharing tool, choose the type of post


you want to add to your page.

Click the clock icon in the lower left of the sharing tool. Choose the year, month, day, hour and minute
when youd like your post to appear.

What to Post or Tweet



Engaging questions Fill in the blanks Comics Recipes Quotes from Alain Event announcement Contests

Videos Online Content Local news & events Shared content from/about other people and companies Lifestyle Images Architectural/Design Images from Stores Links to Editorial Content on the Website

Engaging Questions
Avoid Yes/No questions. Which of our locations abroad have you visited? (Instead of: Did you know that LPQ is an international company?)
On this cold day, we are dreaming of eating lunch outside in the sun. Can you name this Le Pain Quotidien location? Whats your favorite refreshment from Le Pain Quotidien? Our Mint Lemonade or our Iced Coffee?

Fill in the Blanks


Right now Im in the mood for a ________ at Le Pain Quotidien The best tartine Ive ever had at Le Pain Quotidien was ______

Event Annoucements

Comics
Le Pain Quotidien comics are a fun way to interact with our followers.

Videos
Brand-relevant videos from YouTube, Vimeo etc. that are about your market make good posts.

Quotes from Alain


Find quotes from Alain in news articles or take notes when he visits.

Recipes
Recipes from our cookbooks and website are fun to share.

Contests
Once you have a solid follower base, contests are a good way of interacting with customers. Be sure to control the process and clearly communicate the rules. Examples: Submit photos of the chocolate art you make with your hot chocolate. We will re-post the top three photos and send each winner a gift card.

Post a picture of your favorite food and beverage combination, perfectly matched at the
communal table.

Can you name this Le Pain Quotidien location? (Make sure the photo does not reveal details
that make it too easy to guess)

Be the creator of our next tartine! Suggest a recipe and our chefs will make the winning recipe
and invite the creator for a dinner with 3 friends around the communal table.

Name our breads! (Post a picture of a mixed group of breads, number them, and ask your
followers to name them correctly.)

Online Content
Sign up for a service like Google Alerts and be informed about what people are saying about you on the Internet. These services provide all the latest content about the brand, such as peoples blogs about LPQ locations, and they also provide an oppportunity to interact with the real followers and share the content they create with larger audiences.

Architectural/Design Images from Stores

Links to Editorial Content on the Website

Lifestyle Images

Photo Guidelines
In order to reect our brand standards, only high quality pictures should be posted. Photos should be at least 500/500pixel per square inch. The best pictures are taken in natural light. Avoid lters whenever possible as
they are unnatural.

Photos must be clear and crisp with no grayness or fuzziness. Be careful not to post clear photos of peoples faces without their consent, but dont be afraid
to take photos of people in our stores. You can shoot the staff at work, take general shots of the space, or kindly ask permission where appropriate. The presence of people in the stores makes it feel lively and active. Do not post photos of celebrities. We try to protect their privacy and celebrity-spotting is not our style.

Filters are not natural

Photo & Text Combinations


The contrast must provide maximum visibility. The font color must be white, black, or LPQ orange/yellow (Pantone 123C) Only use approved fonts: Clarendon, The Serif, The Sans and Marydale (available for download
at pqportal.com).

Food Photos
Food should be shot from an appetizing angle and all ingredients must be fresh, visible and well-presented. Shots from directly above with strong natural light are preferred. Try to avoid closeups. Food looks better when its in context: the table, the cutlery, the coffee, a corner of the chair, etc.

Store Exterior Photos


Facades must be clean, well lit and up to brand standards. Avoid nighttime and mid-day shots. The best time for shooting the storefront is with partially clear skies, when the sun is hitting the faade at an angle, casting shadows. Morning and evening are best.

Appropriate Text
Use simple, clear, sophisticated language. Always use full sentences, including verbs and
proper punctuation.

Dont overuse exclamation points or ellipses () Keep your posts short, but not too short!
For example, dont just post a picture of a brioche and write BRIOCHE! as a caption. Instead be creative: Whos in the mood for a delicious brioche?

Always recheck spelling and grammar before posting. Always use spell-check and have
a second person proof-read your copy whenever possible.

Examples

Targeted to people in LA

Targeted to people in the local area

Promote Facebook/Twitter/Instagram
Cross-market your social media platforms by raising awareness for twitter on Facebook and Instagram and vice versa.

Posted on Facebook and Twitter

Customer Complaints
First and foremost, respond quickly, either the same day or, even better, within the hour. Think of this as a conversation. Respond in a very conversational style.Dont use the same
response every time; instead, customize your response. Personal connections are essential to repairing and maintaining relationships.

If they are obviously angry, dont become defensive; you dont want to start a public argument.
Instead, take control of the comment by rst apologizing for any issue, and letting them know that you are there to help.

Ask them to direct message you their contact information so you can phone or start a longer
email conversation in private.

Once the problem is resolved, go back to them on the original social media channel they used
to reach you and thank them for bringing the problem to your attention and giving you the opportunity to x it. Show other users there was a positive resolution.

Whatever happens, do not delete their messages.

Example Responses
Customize your own responses to the complaint. Social Media E-mail Create a Social Media-specic e-mail address for people on your Social Media feeds, so you can direct them to write you an email using this address. Examples: twitter@lepainquotidien.co.uk

twitter@lepainquotidien.fr socialmedia@lepainquotidien.com.tr bonjour@lpq.be


Facebook/Yelp Dear (First name of customer), We are sorry to hear you had a less than satisfactory experience as you mentioned in your review. Please be assured that we are bringing it to the attention of our team. We would like to thank you for your feedback, which gives us the opportunity to make our service better. We are looking forward to seeing you back at Le Pain Quotidien. Name of the person who responded Title Twitter Hi Name, so sorry to hear you had an unsatisfactory experience. Please send us details at email address and we will be in touch.

Facebook
About Facebook
Facebook is the perfect medium for sharing detailed information and visually attractive posts, whereas Twitter is an instant communication tool that is perfect for short messages and quick updates. Facebook posts are more engaging and interesting when you feature a photo and include a short, to-the-point message or question.

Targeting
We have one global Facebook page but each region will continue to post for its own guests. When regional Facebook administrators post, only people from their region will see the post. This way, local posts can be targeted to the right audience, but all customers will benet from the enthusiastic messages we receive from around the world as well as global posts from LPQs headquarters. As Facebook works best when it creates conversations, regional posts should always include questions and stimulate responses. The US Social Media Ambassador will continue to post on global topics such as Belgium National Day, worldwide press, and global products. We encourage you to take English-language posts and make them your own, translating them and re-posting them in your own region.

To check the targeting of a post, mouse over the * sign on the post.
It is important to note that photo albums cannot be targeted to specic regions so please do not create them. Its better to post a photo with a short description and target it locally, or use post the photo to Instagram or Twitter.

Cover Photo
Since we have a global Facebook page, all users around the world see the same image. PQL will schedule changes to our Facebook cover photo. If you have suggestions for a cover photo, please email them in.

How to target your audience


Geographically We ask you to make your post geographically specic to avoid overwhelming followers with news from all over the world. Enter all text and/or pictures for your post. THEN choose your public. Make sure it appears as custom, not public.

Individually Tagging or the use of @ is a special kind of link. When you tag someone, you create a link to their timeline. Brand-to-brand When you tag another page, they are notied; this can lead to more interaction. For example, if your local LPQ is inside a shopping mall, do the following: @ABC Shopping Mall is screening lms by local directors all day today. Dont forget to stop by Le Pain Quotidien for refreshing Mint Lemonade on your way to the show! (When you add the @ sign and continue typing, the ABC Shopping Mall page will appear and you will be able to link the text to ABC Shopping Malls Facebook page.)

Monitoring Facebook
As the Social Media Ambassador, you should check your facebook page every day. Customers might post a message on your wall or send private messages at any time of the day. Make sure to monitor them and hide any spam/inappropriate content. When you hide a post on facebook, only you, the person who posted it and their friends can view it. Pages Manager is an easy iPhone application that lets admins check their Page activity, view insights and respond to followers from a mobile device. Free download: https://itunes.apple.com/us/app/facebook-pages-manager/id514643583?mt=8

Cross-Market Liking
Like Pages that are relevant to LPQ followers in your region. For example, you can like pages of shopping malls, organizations, brands, etc. that you are in a partnership with. You can also like their posts that are relevant to our brand and even comment on them. If its an event announcement post from a shopping mall at which one of our stores is located, tell them We cant wait for it! We will make sure to tell our guests.

Sharing Content
Learn from each others posts. It is totally ne to use each others content. If you see a post had great success in another region repost it for your own market.

Promoted posts & Advertising on Facebook


With just a small budget, you can promote your posts and create ads on Facebook. When a Facebook post is promoted, it is shown to a much larger audience and has a greater potential to go viral. Facebook provides detailed analytics on how each ad or promoted post performs so you can see how many interactions, comments, post likes or page likes were generated from that post. When creating an ad, choose the specic audience based on lters such as age, location and likes. Visit this address for more info about Facebook advertising: www.facebook.com/about/privacy/advertising Note that you will need a credit card (and a budget) to promote posts and place ads. Example of a paid post: This post was promoted for $25 and, as a result, it reached a much larger audience than its organic (free) reach.

Example of a right column ad on Facebook:

Assessing Post Success


Facebook Insights
Reach: The number of people who saw your post, though they may have just scrolled over it without reading it. Engaged Users: The number of people who clicked on your post. Talking About This: The number of people who created a story from your post. Virality: The percentage of people who created a story from your post out of the total number of people who saw it. Engaged users, talking about this and virality are key indicators of a posts success. Virality is the most important indicator because it shows the success of the post based on how many people shared it with their own networks.

Twitter
About Twitter
Twitter is a real-time information network that connects you to the latest stories, ideas, opinions and news on topics that you nd interesting. We use Twitter to connect with our customers in real time as it is a quick way to share information with people interested in our products and services.

As the Social Media Ambassador, you should check Twitter at least once a day. Encourage hash tags. If you consistently use a local hash tag, it will become popular among
your followers. E.G.: #LPQParis; #LPQIstanbul; #LPQLove

Use industry hash tags to gain visibility. E.G.: #healthyfood, #vegan, #organic Create one hashtag for each store/neighborhood to be used when sharing
neighborhood-specic content.

Your own @LPQ


List of our accounts: @LPQNY @LPQLA @LPQDC @LPQPhilly @LPQCT @LPQAR @LPQAE @le_pain_q_au @LPQBEL @le_pain_q_br @LPQFR @LPQIN @LPQJP @LPQKW @le_pain_q_mx @LPQNL @LPQRU @LPQes @LPQCH @LPQUK @LPQUS

NOTE: All our twitter accounts should be written in upper case.

How to convert your old twitter account into a new one

Cross-market following
Follow all other international LPQ Twitter and Instagram accounts to help increase their following.

What Goes On Twitter


Twitter differs from Facebook in certain ways. Because theres a character limit to the tweets, the content is expected to be more compact and to the point. Just give the vital information and insert links that connect to more detail (such as your website, news stories, event pages, etc).

Posting topics
The soup of the day Other food items or specials Re-tweets from other users, both customers and partners Information about events, neighborhoods, etc. Relevant events and activities taking place near your LPQs
Example Our hot soup of the day is Tomato. Its #organic and #vegan, of course! Take a look: ow.ly/i/1yNOC #soupoftheday ow.ly/i/1yNOC is the shortened link created using www.ow.ly, a service that creates shorter links for long web links. Ow.ly helps us use Twitter more efciently. If you use Hootsuite (covered on page 21), Ow.ly links help track clicks. If you dont use an ow.ly link Twitter will shorten your link automatically. Make sure your store managers know that you post your soup of the day on twitter daily so they can tell their customers and create more buzz for your Twitter account.

Twitter Manual
What is a re-tweet?
A re-tweet is a re-posting of someone elses Tweet.Sometimes people type RT at the beginning of a Tweet to indicate that they are re-posting someone elses content. This isnt an ofcial Twitter command or feature, but signies that they are quoting another users Tweet. Re-tweets look like normal Tweets with the authors name and username next to it, but aredistinguished by the re-tweet iconandthe name of the user who re-tweeted the Tweet. If you see a message from a stranger in your timeline, look for re-tweeted by info in the Tweet the re-tweeter should be someone you follow.

Our retweet of another post

Retweet of our post

How do I turn re-tweets off?


If you dont like what they share you can turn off re-tweets for a specic user.Select Turn off Re-tweetsfrom the person icon drop-down menu on a users prole to stop seeing Tweets theyve re-tweeted.

How can I undo or delete a re-tweet that Ive done?


You can undo a re-tweet youve made by clicking on Re-tweeted in the Tweet. This will remove the re-tweet from your timeline, but will not delete the original Tweet.

Why cant some Tweets be re-tweeted?


If another users Tweets areprotected, you will not be able to re-tweet their content. If you see the lock icon next to the users name and information on their prole page or on their Tweets, their Tweets are protected and you will not be able to share their Tweets on your timeline through Twitters retweet feature. You can see their Tweets in your timeline because they have accepted your follow request, but because they have chosen not to share their Tweets publicly, their Tweets cannot be retweeted by you or anyone else. You cannot retweet your own Tweet. However, if your Tweets are public, others will be able to retweet you.

Use of Hash Tags


Using hashtags to categorize Tweets by keyword
People use the hashtag symbol #before a relevant keyword or phrase (no spaces) in their
Tweet to categorize Tweets and help them show more easily in Twitter Search.

Clicking on a hashtagged word in a message shows you other Tweets with that keyword. Hashtags can occur anywhere in the Tweet at the beginning, middle, or end. Hashtagged words that become very popular are often Trending Topics.

Using hashtags correctly


If you Tweet with a hashtag on a public account, anyone who does a search for that hashtag
may nd your Tweet.

Dont #spam #with #hashtags. Dont over-tag a single Tweet. (We recommend not to use more
than 2 hashtags per Tweet.)

Use of the @ Sign


The @ sign is used to call out usernames in Tweets, like this: Hello @LPQUS! When a username is preceded by the @ sign, it becomes a link to a Twitter prole. In this case, this would link to our Le Pain Quotidien page.

What Are @Replies and Mentions?


You can join the conversation on Twitter by @replying to others and by mentioning them in your own Tweets.

What is an @reply?
An @reply is any update posted by clicking the Reply button on a Tweet. Any Tweet that is an @ reply to you begins with your username and will show up in your Mentions tab on the Connect page. @Replies will always have in reply to @username listed at the bottom of the Tweet. If a Tweet doesnt have this, its a mention.

What is a mention?
A mention is any Twitter update that contains @username anywhere in the body of the Tweet. (Yes, this means that @replies are also considered mentions.) If you include more than one persons name in your Tweet and you use the @username format, all of those people will see the Tweet in theirMentionstab.

Things to note
Another users prole page on Twitter will not display Tweets that mention them.
However, you can search for all Tweets mentioning their username in the search box. Search for @username to view results.

People will only see others @replies in their home timeline if they are following both the
sender and recipient of the @reply.

People will see any mentions posted by someone they follow (all mentions are treated like
regular Tweets).

People with protected Tweets can only send @replies to their approved followers. If someone sends you an @reply and you are not following the user, the reply will not appear
on your Tweets timeline. Instead, the reply will appear in your Mentions tab.

Follow inuential twitter users, follow fans who claim their interest in LPQ, follow users that
send you feedback. Being followed back matters to a lot of users.

Instagram
About Instagram
Instagram is a fun and quirky way to share Le Pain Quotidien with friends through pictures and promote the LPQ brand and lifestyle visually. Instagram is best managed from your smartphone. Monitor instagram activity every day by searching for LPQ-related posts. Like, and occasionally regram those photos, always tagging the original user in your photo description. When deciding what photos to regram, choose the photo from the person with the most followers.

Post inspiring images from your stores and neighborhoods and re-post the best photos from
local accounts.

Regularly search for lepainquotidien or related hashtags to see what others are posting about
the brand. Interact with them.

Try to post a picture a day. Encourage your staff members to submit fun photos of their teams. Connect your Twitter account with Instagram and feature your Instagram posts automatically
on your Twitter feed. DO NOT link the Facebook account since our Facebook account is a global one and posting on Instagram and on Facebook will be perceived as a global post by Facebook and it will appear on every countrys feed. You may, however, post your Instagram photos on Facebook individually by targeting the post to your market.

Always like LPQ-related pictures from followers, that way they will see your appreciation and
follow back. Feature nice pictures by taking screenshots of them and always credit the owner by using @username.

Instagram is a great tool to run contests. You can have a contest that involve a specic hashtag
for the contest only, and ask followers to post a picture with a theme using the hashtag.

Always mark images with the location of the relevant LPQ store, including photographs of
the neighborhoods near the stores. Photos geotagged to stores will appear on the websites store page.

LPQ-related / Engaging & Interesting Photos

Posting Guidelines
20% Food 20% Products 30% People 30% Lifestyle (City/Neighborhoods)

Frequency
1-10 a week.

Our most liked photo on Instagram to date.

Yelp
Yelp was founded in 2004 to help people nd great local businesses like our own LPQ restaurants. It has an average of approximately 86 million monthly unique visitors and over 36 million local reviews. Yelp is currently active in the following LPQ markets: Australia, Belgium, France, Spain, Switzerland, the Netherlands, Turkey, UK and United States. In some countries, Yelp is a vital source of information for the people who are looking for the best places to dine, shop or visit. Especially for restaurants, yelp has been gaining a high credibility worldwide. Yelp users create business pages and business owners should claim their stores by visiting the Yelp for Business Owners page or clicking the Claim this business link on the user-created page. Business reviews on Yelp from real people inuence the decisions of many other people about our restaurants and it is crucial to monitor all the reviews and respond to them if necessary, publicly and/or privately. Whether you answer publicly or by private message is up to you, but note that users are able to reevaluate their reviews, so if you get back to them in the right manner, they might change their rating. Once you resolve the issue, the customer who might have had a problem with LPQ will most likely turn into a fan and talk about his positive experience on social media. Claiming your LPQ restaurants will also allow you to edit any misleading information on the page or upload nice pictures of your store. Claiming your store does not cost anything. Register for Yelp for Business Owners and claim your store(s). https://biz.yelp.com/claiming
There are many location network services that help people nd places to eat and drink. Facebook Places, Google Places, TripAdvisor, Zagat and many others may be important in your market. Have a presence in these networks. Make sure they have up to date information that is appealing and that all responses to user feedback have a positive tone.

Foursquare
Foursquare is a free app that helps you and your friends make the most of where you are. Its also a great way to interact with people who check in to your store location by showing them offers and the latest updates. You can also see how many times your customers checked in to each location, and some other detailed analytics that might be helpful in making marketing-related decisions. Finally, when someone checks in, they also display this information on their social media feeds, which boosts the exposure of your location to the friends of your existing customers. Over 100 million people can nd your business through Foursquare and their partner network. Claim your listing and make sure your information is up to date. Plus, when you claim, you get access to many free business tools.

How to Claim:
1. Create a personal account atfoursquare.com/signup. 2. Search for your business atfoursquare.com/search. Then click the name of your business to go to your listing. 3. Click the Claim here link after Do you manage this location? at the bottom of the right sidebar (you may need to scroll down).

Google Maps
You can nd more info about how to add Google locations on www.pqportal.com

Monitoring
We recommend you use a social media management program to monitor your online presence. HootSuite is a free system for businesses and organizations to collaboratively execute campaigns across multiple social networks from one secure, web-based dashboard. Launch marketing campaigns, identify and grow audience, and distribute targeted messages using HootSuites unique social media dashboard. Streamline team workow with scheduling and assignment tools and reach audiences with geo-targeting functionality. Invite multiple collaborators to manage social proles securely, plus provide custom reports using the comprehensive social analytics tools for measurement. Hootsuite can help with keyword-related streams. For twitter, you can set up a stream that shows all the tweets that include the keywords you want. If you want to know whos talking about vegetarian, dene it as a keyword and you will see all the public tweets that contain that keyword. That will help you interact with potential followers. Key social network integrations include Facebook, Twitter, LinkedIn, and Google+ Pages, plus a suite of social content apps for YouTube, Instagram, Tumblr and more. Download: www.hootsuite.com

Notes
If other sites are more prevalent in your region and you are in a position to maintain them, go for it. We are here to encourage the growth of social media and ensure we are all moving in the same direction. If you have any questions regarding these social media guidelines or you need help or advice, do not hesitate to reach out!