Restaurant Marketing Online


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David Erickson, Director of e-Strategy at Tunheim Partners ( gave this presentation about the online behavior of "foodies" on April 28, 2010, for the University of Minnesota’s Food Industry Center’s 2010 Spring symposium, “The Opportunities and Challenges of Social Media in the Food Industry,” at the Hubert H. Humphrey Institute of Public Affairs.

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  • At work: Email from people Email newsletters Aggregators From specific news organizations Social networks Facebook & Twitter Search: For my own benefit For clients Mobile Throughout the day Walking down the hall In meetings At lunch Search Sharing Commute home Same After work Evening news Search Share Out & about Search Share
  • Technographics Creators Conversationalists Critics Collectors Joiners Spectators Inactives
  • Inactives 17% of US Online Adults Do not participate
  • Spectators 70% of Online Adult Americans Read blogs Listen to podcasts Watch others’ videos Read online forums Read customer ratings/reviews Read tweets
  • Joiners: 59% of online adult Americans Maintain social networking profile Visit social networking sites
  • Collectors 20% of US online adults Use RSS feeds Vote for websites (Digg, Like) Add tags for web pages or photos (Delicious, Flickr)
  • Critics 37% of US online adults Post ratings/reviews of products/services Comment on blogs Contribute to online forums Contribute to/edit wikis
  • Conversationalists: 33% of US online adults Update status on social networking sites Post updates to Twitter Conversationalists do at least one of these activitys at least weekly
  • Creators 24% of online American adults Publish a blog Publish their own website Upload videos they created Upload audio/music they created Write articles and post them
  • Search Brands Restaurants Products Generic Type: Italian Geo: Highland Park, Specific address Occasion: Romantic, First Date Help: Recipes, How to, Romantic dinner ideas, directions Declarations: I love, I hate Social Google social search Facebook search
  • Asking Friends Face-to-face Facebook Twitter Strangers Yelp Online Reviews Blogs Brands Do you have…? Izzy’s Ice Cream flavors Complaints
  • Deciding Directions Restaurant website Google Maps Open Table
  • I’m Here! Checking in Foursquare Brightkite Gowalla Yelp Twitter Facebook?
  • Tweets I love Punch Pizza! I love the FILL IN THE BLANK I hate Restaurant X This waiter sucks!
  • Documenting The Experience Cameras The Experience The Food
  • Documenting The Experience Video Phone cams Flip cams
  • Punch Neapolitan Pizza 572 photos at Flickr Punch Pizza photo contest Photographers Foodies Customers
  • Punch Pizza Foodies Photographers People who just love the restaurant
  • Ratings, Reviews & Recommendations Star voting Telling friends through social networks Reviews at Yelp Blog posts
  • Punch Pizza Vikings NFC Championship Game Coupon Minute after Vikings loss to Saints Win or Lose coupons Free Pizza Became part of the online conversation More than 30,000 views Social media chatter Facebook shares Retweets
  • Recipes Company websites Recipe websites Search Recipe searches peak in December Ask network Less experienced cooks more likely to use brand suggestions in recipes
  • Brand Fans Follow brand Facebook Twitter Email Declare their love I love Punch Pizza! Defend brand’s honor Spread their love
  • Restaurant Marketing Online

    1. 1. Foodies Online How People Find Food Information Photo courtesy of David Erickson
    2. 2. Search Analytics <ul><li>At least 1 activity </li></ul><ul><ul><li>Monthly </li></ul></ul>Who Is Online: Technographics Source: Forrester Research
    3. 3. Search Analytics Who Is Online: Inactives Photo courtesy of David Erickson
    4. 4. Search Analytics Who Is Online: Spectators Photo courtesy of Yersinia
    5. 5. Search Analytics Who Is Online: Joiners Photo courtesy of demzpix
    6. 6. Search Analytics Who Is Online: Collectors Photo courtesy of eric.langhorst
    7. 7. Search Analytics Who Is Online: Critics Photo courtesy of Lism
    8. 8. Search Analytics Who Is Online: Coversationalists Photo courtesy of Akuppa
    9. 9. Search Analytics Who Is Online: Creators Photo courtesy of Fabrice ROSE
    10. 10. Finding Food
    11. 11. Search Analytics Asking Photo courtesy of sean dreilinger
    12. 12. Search Analytics Deciding Photo courtesy of Roland
    13. 13. Search Analytics I’m @ ! Photo courtesy of Rev. Xanatos Satanicos Bombasticos
    14. 14. Search Analytics I Love/Hate! Graphic courtesy of tamerkoseli
    15. 15. Search Analytics Preserving The Experience Photo courtesy of WordRidden
    16. 16. Search Analytics Preserving The Experience Photo courtesy of opacity
    17. 17. Search Analytics Preserving The Experience Photo courtesy of smcgee
    18. 18. Search Analytics Preserving The Experience Photo courtesy of Staciann Photography
    19. 19. Search Analytics Telling Photo courtesy of Ed Yourdon
    20. 20. Search Analytics Deals Photo courtesy of Punch Pizza
    21. 21. Search Analytics Recipes Photo courtesy of Chiot’s Run
    22. 22. Search Analytics Brand Fans Photo courtesy of roundpuff
    23. 23. Tunheim Slide <ul><li>Tunheim Partners </li></ul><ul><ul><li>Strategic communications company </li></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Public affairs </li></ul></ul><ul><ul><li>e-Strategy </li></ul></ul><ul><ul><ul><li>Tunheim Partners’ specialty Internet marketing practice </li></ul></ul></ul><ul><ul><ul><li>Full-service </li></ul></ul></ul><ul><ul><ul><li>Experienced leadership, strong team </li></ul></ul></ul>Tunheim Partners
    24. 24. Contact Me Slide <ul><li>David Erickson </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>Contact