Running a Restaurant in the Digital World

Running a Restaurant In a Digital World… A Chef’s Perspective Presented by Chef Mark Garcia

Who Am I And Why Should You Listen To Me?

Social Media Advice From A Chef??!!
Yes I am a real Chef
Yes, that is Chef Dean Fearing up in Dallas
WOW…to be that thin again!!

Social Media Advice From a Rock Star??
Yes that is how I looked in the 80’s
No…I don’t still have the Bon Jovi jacket in my closet at home

Thought Provoking Question

Social Media Statement “ Social Media Is The Greatest Scam Of All Time…”

Social Media Statement “ Social Media Is The Greatest Invention In The History Of World…”

Social Media Question Which One Is TRUE ?

Would It Surprise You If I Said BOTH?? Let Me Explain…

Social Media Framework Why Is There Even a Need For Social Media?

Social Media Framework One VERY BIG Reason…

Social Media Framework In less than 3 years, Social Media has become THE most popular activity on the web! What activity did it overtake????

Social Media Framework Even the mighty wasn’t powerful enough to do that!

Social Media Framework Why Is There Even a Need For Social Media?

Social Media Framework Many VERY BIG Reasons! Come along and I will show you why…

Social Media Isn’t A Conversation It’s Where Conversations Take Place

Tools Change…Be Ready

Anyone Remember These? @ 10 Years ago, these were THE top search engines

Social Media Framework

Worry About Tools Last, Not First www.conversationprism.com

My Social Media Journey
At first I struggled to grasp & understand…test, test, test!
I am a geek for data and look for clues from what other companies are doing
Just a guy who figured some things out…PhD in results!

Who Am I Now?
Engaged in marketing & selling physical products, services and “How To” information online since 1999

Who Am I Now?
Creating & implementing with clients on Internet Marketing since 2005

Who Am I Now?
Creating & implementing with clients on Digital & Social Marketing since 2005
The System

Who Am I Now?
Fast Company Named Me “One of the Most Influential People Online …”
Only Professional Chef on the list

Who Am I Now?
Author of 2 newly released books

Enough About Me… What About YOU?
Why are you interested in learning about this new phenomena called Social Media?

Enough About Me… What About YOU?
What is YOUR definition or understanding of Social Media?
( hint - everyone has a different viewpoint)

Here’s What “Experts” Say Social Media Is:
“ An Aggregate Category Of Websites Based Upon User Participation and/or User-Generated Content”

WTF ??!! One More Time In English Please

Non-Experts Say Social Media Is:
Truly interactive websites!
No longer is a brand speaking at customers or clients, but engaging them with authentic 2-way Conversations

Chef Mark Says Social Media Is:
Helping People Connect, Learn and Do Business Together

YESTERDAY Wake Up Go To Sleep News Paper Radio Trades Billboards TV Magazine

TODAY Wake Up Go To Sleep News Paper Radio Trades Billboards TV Magazine Mobile Alerts Social Networking Sites Web Video Blogs V-Logs Cloud Services E-Readers WIKIS Message Boards RSS Feeds Peer-To-Peer Networks Mobile Apps Satellite Radio Web Applications DVR Podcast WAP Browsing Video Games E-Mails Micro-Blogging Forums SMS

WORLD LENS IPHONE APP

Best Practices To Execute
Strategy drives the vehicle
“ Let’s do something digital” is not a strategy
What are we trying to accomplish?
Who do we want to reach?
What digital tactics can help accomplish our goals?
Focus on a measurable, consumer-centric approach
Deliver holistic programs that activates/engages consumers

Initial Approach to Digital in 2008
Common Restaurant Tactics
PAID SEARCH ADVERTISING VIDEOS SOCIAL EMAIL COUPONS

Approach to Digital in 2011
includes everything from 2008…and so much more!

The Growth of Social Media
90% of US Internet users visit a social networking site every month. (comScore)
Social media usage accounts for 15% of time spent on the Internet globally. (comScore)
There are more than 750M active Facebook users (Facebook)
200 million tweets are sent each day (Twitter – July 2011)

Brand Destinations vs. Social Destinations

Mobile Trends
Smartphones outpaced sales of PCs for the first time in Q4 of 2010
Mobile phones will overtake PCs for web surfing by 2013 (Gartner)
Smartphones to overtake feature phones by end of 2011 (Nielsen)

Mobile Shopping Trends
42% of mobile users have used a Smartphone to get restaurant ratings, reviews or a coupon while driving or walking at meal time
62% have already used a Smartphone to purchase physical goods
Projected by 2015:
$38B in mobile ad spending
$163B in global m-commerce

Starbuck Cross Channel Engagement

ISIS: VERIZON WIRELESS, T-MOBILE, AT&T AND DISCOVER ARE WORKING ON A CONTACTLESS PAYMENT SYSTEM VISA AND DEVICE FIDELITY’S IN2PAY IPHONE CASE

People are socializing what, when, and where they’re eating

EPICURIOUS APP

Grill Campaign

Recipes are ubiquitous in the digital space across the web, mobile, and social

Digital has become an integral part of the kitchen, meal planning, shopping and preparation

Questions
Which of these examples are most inspiring and why?
Which features and functionality are most relevant to your customer business goals?

Good News For Restaurateurs
The playing field has been leveled everyone now has the tools to publish, broadcast, and compete on a grand scale with the big brands

Where Do I Start?
“ There are two kinds of people in the world. Those who walk into a room and say, There You Are and those who say, Here I Am …”
Abigail Van Buren

Where Do I Start?
Listen
Add Value
No Hard Selling!
Engage
Contribute
Seek To Serve
Focus on Quality

Social Media Best Practices
Give before you take

Stop thinking tools

Stop thinking tools
Your or your product is the marketing

The Big Four

The Big Four Media Shareable All Interconnected

Social Media’s Big Four
750 MM Users
55% Female
42% 18-34 yrs
32% $100K

Online profiles are REALLY important!
Allow people to figure out who you are and if they can trust you

Game Changer
Full integration with almost all websites
Paid Ads

200 MM Users
55% Female
45% 18-34 yrs
30% $100K

Cocktail Party
Short, 140 character count messaging
220 Million tweets per day!

@ 200 MM Viewers
#2 Search Engine
2 Billion views per day
15 minutes spent on the site per day

List Builder
Traffic Generator
Build Your Media Empire
Inform & Serve Others

Videos can be automatically translated in 51 different languages!

101 MM Users
51% Male
35-50 yrs =60%

40% over 100K
48% College
27% Grad School

Groups
Tap the groups for expertise
Tap the groups for opinions

Chock full of lead generation and sales prospecting info

Social Media Perspective
It’s About People…
It’s About Engagement…
It’s About Conversation…
It’s About Velocity of Information…
TIP !

Social Media Perspective
Technology doesn’t change how our brains work
Social networks are not new
Simply the online world catching up with our offline world

7 Step Recipe For Social Media Success

7 Ingredients For A Killer Social Media Strategy
Describe You or Your Business
Listen
What is Your Desired Outcome
Who Are Your Customers & How Do They Use Social Media
What’s Your One Thing
Choose Your Platform
Pick Your Measuring Stick

Social Media Strategy
1. What’s Your Pitch/Describe Your Product or Business (in 1 sentence or less)

2. LISTEN

3. What is your Business Goal?

Brand Awareness

Brand Awareness
Sales

Brand Awareness
Sales
Loyalty

4. Who Is Your Audience

5. How does your audience use Social Media

6. What’s Your One Thing

7. How Will You Measure Success
Pick three that matter to you or your company

Choose the platform & Humanize The Brand

Social Media Isn’t a Fad… It’s here to stay 900,000 blog posts per day @ 10 million tweets per hour > 30 billion pieces of content shared on Facebook per month

Twitter.com/ChefMarkGarcia
Linkedin.com/ChefMarkGarcia
Thank You Make Sure We Connect: [email_address]

Entire Presentation Is at ChefMarkGarcia.com/unipro Thank You

Running a Restaurant in the Digital World

by chefmarkgarcia on Sep 25, 2011

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Running a Restaurant in the Digital World — Presentation Transcript