BC Hospitality Conference 2011

Get Connected: Social Media and Online Reputation for Restaurants @dennispang, POPCORN ions using the hashtag quest r youTweet # BCHospSM

AGENDA Introduction: The Importance of Social Media Hootsuite: The basics and how it can manage your SM accounts Brand Monitoring: Google Alerts, SocialMention Social Analytics Tools: Social Mention, Facebook Insights, Crowdbooster, SocialBro Online Inﬂuence: Klout, PeerIndex, KredQuestions? Tweet using the hashtag #BCHospSM

INTRODUCTION Founder of Popcorn, PR firm for Vancouver Restaurants (specialize in social media marketing) Over 10 years experience in Internet Marketing 5 years experience helping businesses with Social Media Marketing More influential than the Canucks but less influential than Justin Bieber (according to Klout)Questions? Tweet using the hashtag #BCHospSM

Restaurants & smartphonesQuestions? Tweet using the hashtag #BCHospSM

connecting with high-tech consumers Enjoyment is what drives the majority of technologically connected individuals to patronize restaurants 94% of connected adults said they enjoyed going to restaurants 51% of social media savvy adults said restaurants were an essential part of their lifestylesQuestions? Tweet using the hashtag #BCHospSM

high-tech habitsProportion of adults who said they do the following at least once a month: ALL CONNECTED SOCIAL MEDIA ADULTS ADULTS SAVVY Eat at a sit-down restaurant with waitstaﬀ service 84% 89% 92% Purchase a meal or snack from a fast-food restaurant or carry-out place 83% 89% 87% Purchase dinner from a restaurant, carry-out place, or delivery place to eat at home 72% 78% 80% Source: National Restaurant Association, National Household Survey, 2010Questions? Tweet using the hashtag #BCHospSM

what does all this mean? Conversations about your restaurant are happening with or without you Review sites (Yelp, UrbanSpoon, Dinehere, Google Places) Facebook, Twitter, Foursquare, Instagram, etc. Blog PostingsQuestions? Tweet using the hashtag #BCHospSM

Opportunities Improve customer service Engage with loyal customers Increase visibility with potential customers Community buildingQuestions? Tweet using the hashtag #BCHospSM

More Opportunities More cost eﬀective than traditional advertising, turn your customers into brand evangelists Power of word of mouth. 14% of people trust advertising, 87% trust word of mouth/referral Make things right with unsatisﬁed customersQuestions? Tweet using the hashtag #BCHospSM

downsides Not having a clear plan or execution strategy can do more harm than good Not engaging Using it too much for a self promotion toolQuestions? Tweet using the hashtag #BCHospSM

When things are going wellQuestions? Tweet using the hashtag #BCHospSM

doing it wrongExample one Example twoNomNom Fine Cuisine - April 3rd, 2011NOM Here’s our daily menu: http://jgawrNOM NomNom Fine Cuisine - April 26th, 2011NomNom Fine Cuisine - April 2nd, 2011 NOM @VancouverFoodie Glad you liked it! NOMNOM Here’s our daily menu: http://jgjfhNOM VancouverFoodie - April 3rd, 2011NomNom Fine Cuisine - April 1st, 2011 Loved my breakfast at @NomNom!NOM Here’s our daily menu: http://tpefhNOMQuestions? Tweet using the hashtag #BCHospSM

Popcorn’s magic social media formula 20% Share Interesting Content 10% Self-Promotion 70% ConversationQuestions? Tweet using the hashtag #BCHospSM

introduction to hootsuite Social Media Dashboard (monitors multiple networks) Schedule messages ahead of time Monitor keywords Manage a team Analytics and ReportingQuestions? Tweet using the hashtag #BCHospSM

Creating a hootsuite accountQuestions? Tweet using the hashtag #BCHospSM

scheduling messages in hootsuite Tweet strategically with the schedule function.Questions? Tweet using the hashtag #BCHospSM

setting up keywords and monitoringMonitor what’sbeing said about speciﬁc topics.Questions? Tweet using the hashtag #BCHospSM

geotargeting Talk to people in your area.Questions? Tweet using the hashtag #BCHospSM

finding your exact location1. Open up Google Maps (http://maps.google.ca)2. Input location3. Copy coordinates (49.147131,-122.786636)4. Enter into Hootsuiteeg. “pizza geocode:49.147131, 122.786636,20km”Questions? Tweet using the hashtag #BCHospSM

hootsuite analytics Measure your success.Questions? Tweet using the hashtag #BCHospSM

google alertsGoogle Alerts are email updates of the latest relevantGoogle results (web, news, etc.) based on your choiceof query or topic.- Monitor your brand / restaurant name- Monitor your industry / competition- Receive emails as they happen, once per day,or once per weekhttp://www.google.com/alertsQuestions? Tweet using the hashtag #BCHospSM

social mention Same idea as Google Alerts, but for real-time social media search (Twitter, Facebook, Flickr, blogs, etc.) Tracks sentiments 28:1 http://www.socialmention.comQuestions? Tweet using the hashtag #BCHospSM

facebook insights If you have an existing company page on Facebook Track likes, active users, post impressions & feedback http://www.facebook.com/insightsQuestions? Tweet using the hashtag #BCHospSM

crowdbooster Recommends the best time of day to tweet based on when your followers are most active and how your previous tweets have performed Recommends inﬂuential users who follow you that you should engageQuestions? Tweet using the hashtag #BCHospSM

socialbroDiscover users to follow (download required)

measure your online “influence” Klout (http://www.klout.com) Peerindex (http://www.peerindex.com) Kred (http://kr.peoplebrowser.com)Questions? Tweet using the hashtag #BCHospSM

Conclusion - key takeaways Social Media Marketing is booming Monitoring the Web is essential for every business There are many free tools available to help youQuestions? Tweet using the hashtag #BCHospSM

Questions?If you have great food and service, then people deserve to know.Contact us for a FREE consultation on how we can help you increaseyour online footprint.www.gopopcorn.cainfo@gopopcorn.ca(604) 218-6978

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BC Hospitality Conference 2011

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BC Hospitality Conference 2011 Presentation Transcript