Thriving and  Surviving the Social Sphere!<br />Chris Munz, Fishbowl Inc.@thecmunzproject<br />
How do I make Social Media work for my business?<br />Do I need to get engaged?<br />Can I make real money from it?<br />F...
Has everyone checked in?<br />
Fans and Followers  are Good for Restaurants!<br />60% of              fans and 79% of              followers are more lik...
What Works!<br />What Doesn’t<br />Listening<br />Knowing your Customers<br />Sharing the Control (Trusting)<br />Actively...
Make it Fun!<br />129,216 Facebook Fans!<br />
Make it Fun!<br />Isn't that the Truth!<br />This is a Facebook banner with a simple call to action <br />So lets get WILD...
Make it Fun!<br />
Make it Fun!<br />
Trust your networks!<br />
Trust your networks!<br />
When are Vouchers best used to increase patronage? <br />
Fan Signs Up for <br />E-club<br />Connecting Facebook Fans to Email databases<br />Closed Loop<br />
Connecting Facebook Fans to Email databases<br />
$500M<br />EMAIL<br />IN SALES<br />Share with your NETWORKs!(SWYN)<br />
Share with your NETWORKs!(SWYN)<br />
Make a plan then figure out what technology resources you need to use.<br />Create convenience (socialize your web site, i...
Who is Fishbowl ?<br /><ul><li>Dedicated to the Pub, Bar, Café  and Restaurant Sector
No. 1 eMarketingand Internet Company in our industry.
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Thriving And Surviving Social Media

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Intelligent use of customer data, together with mobile phone and social networking technology, is key to future competitive advantage for hospitality businesses.

This presentation highlights some of the social media initiatives that brands have taken on in the past year here in America. This presentation was given at the Peach Factory’s Consumer Insight & Marketing Seminar held at the Soho Hotel in London on 24 March 2010 where I was a guest speaker

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  • How do we I make Social Media world work for my businessDo I need to get in gauged?Can I make real money from it?
  • More on this in a few minutes
  • I want to stress how important it is to have a presence in either Twitter or Facebook or bothRecent statistics from Facebook show they have 400 million active users and more than 20 million people become fans each day. Twitter users post over 50 million tweets per day - that&apos;s an average of 600 tweets per second.The study also uncovered perceptions among consumers that those brands not engaging in social media are out of touch.Some Quotes about Brands not on Facebook or Twitter“It shows they are not really with it or in tune with the new ways to communicate with customers.”“It&apos;s expected that a company have some digital face - whether it&apos;s on FB or Twitter I don&apos;t know - but they need a strong electronic presence or you doubt their relevance in today&apos;s marketplace.”“Either they are not interested in the demographic that frequents Facebook and Twitter or they are unaware of the opportunity to get more exposure in a more interactive method.”If you don’t have a Fan page or a twitter account you are missing an opportunity to continue the conversation.In the next couple of slides I am going to show you how some brands have entered the Social Sphere. Bottom line Social Media is good for your brand recognition as well as your bottom line!
  • What WorksListenKnow your customersShare ControlActively ParticipateBe CreativeMake it FunWhat Doesn’t Ignoring conversationsNot engagingNot having a plan or StrategyExpecting this to be the golden goblet.
  • You also not only want to empower your people but you want to make it fun for your customersCaribou Coffee does a great job with thisHome grown Facebook App that is about building fun pictures from the fan bases own image library.Has nothing to do with coffee except I am know going to talk about Caribou coffee because of this app.The app connects Caribou coffee with my Friends because of this fun app.
  • Wild it up has nothing to do with Coffee it has everything to do with engagement.I can’t stop thinking about all the cool things I can do with the pictures of my kids and oh by the way the images can be branded with Caribou Coffees new logo and signature drinks.
  • Wild it up has nothing to do with Coffee it has everything to do with engagement.I can’t stop thinking about all the cool things I can do with the pictures of my kidsSo I did (click next slide)
  • And this is what I came up with What a cool dude! I would highly recommend this if you are looking to spice up your pictures!
  • Trust not only your customers but also trust your employees they are the face of your company in store translate that online.Empower and encourage them to communicate they are the front line of creating a good customer experience.Promote and gloat from withinOnce you click on the location witin the status update you are taken to a Social PageOffers pictures of the back of the houseYou want to be somewhere to the right or in the middleSmokey Bones who I am going to highlight next falls in this area
  • Example of Empowering locations to share within their web environmentUsed an agency to implement the strategy75% of the chain&apos;s media spend going toward non-traditional outlets part of their rebrandingmaking the brand more impactful and realOne of the big goals is to build the chain&apos;s Bones Club opt-in e-mail program and a new loyalty programPete Bell, VP of marketing at Smokey Bones says Smokey Bones is targeting what it calls “social starters,” the people in a group of friends who initiate gatherings and have a need for social interaction.The goal is to encourage visitors to interact with the host the next time they are in the restaurant, thereby bridging the gap between the restaurant&apos;s online and offline efforts.Brand consistencyAlso have a Iphone app that collects signups for the Bones ClubSmokey Bones has a “Web host” who works in the restaurant when the location is selected the persons profile picture is populated Main web page with localization properties at the top that change dynamically based on the zip code you chooseWeb Hostess Keri has posted a location based status update along the top upper left corner of the page (Studies show this is the most active area in eye tracking studies) Great local exposure!Other things about this banner Upcoming Events, Order Online, Menu and oh you are part of a local family.Oh wait it does not stop there once you click on visit this location you are taken to another page that is interactive with back of the house pictures detailed events Social links Address and hoursThey make it fun! An example of controlled social environment but empowering the most knowledgeable people about the brand to speak on it’s behalf.They have a very active twitter population
  • Just want to highlight one example of what is on the horizon FourSquare uses your check-in status to highlight offers nearby.This special offer is an offer based on the number of visits or check-in’sNew kind of Social Interaction with Geospatial data and checkin’s This is evolving so keep your ears open and eyes wide.Starbucks has just signed a marketing deal to reward customers for checking in to 5 different locations
  • In your plan you will need to decide where you would like Vouchers to live and how they are going to be accounted for from that channel.I find that email is the best way because it is setting the expectation of what they are going to receive so they will subscribe.It is an incentive to open the closed loop that Social Media is plus customers like consistency but a surprise every once and a whileYou want to control the database! It is yours!Use the Social Sphere should be used for opening the doors (customer service, events, continued engagement)Listen and ask your customers in the social sphere to help plan your voucher program.
  • In your plan you will need to decide where you would like Vouchers to live and how they are going to be accounted for from that channel.I find that email is the best way because it is setting the expectation of what they are going to receive so they will subscribe.It is an incentive to open the closed loop that Social Media is plus customers like consistency but a surprise every once and a whileYou want to control the database! It is yours!Use the Social Sphere should be used for opening the doors (customer service, events, continued engagement)Listen and ask your customers in the social sphere to help plan your voucher program.
  • Make it easy (accessible) to get people into all venues that you market to (email facebook twitter Buzz website) The more ways you pop your head out of the sand the more likely you will atract new customers and engage old ones.All customers are different when it comes to reacting to different mediums when marketed to.Create an awareness around your marketing plan.Open the door! The open door policy!This is what we have done to open the loop up for our email clients with an intergrated join page within the enviroment of Facebook.The best method for email list growth is onsite registration at thepoint of sale, and through social networkingI would also add mobile signup and email shares will show a high rate of list growth.In cooperation with Ball State University and the Email Marketers Club, ExactTarget
  • Make sure your restaurant can be searched and reviewed through local business guides such as Yelp.com, Urbanspoon.com, and TripAdvisor.comSuggest that positive feedback from patrons be shared on these social business guide sites.Twitter Promote giveaways, specials and announcements via your Twitter  profile. Use it also as a tool to listen and converse with your customers.Blog – Blogging is a great way to bring the customer into the kitchen.Google Alerts – This is a great tool to use to listen to what is being said about your business, website or even your chef. Facebook –Keep it updated with fresh content and always make sure you’re involved with the conversations that are taking place on “the wall.”YouTube – Incorporate video into your social media strategy. Like your blog, take your customer behind the scene and give them a pass to a part of the restaurant that only insiders are allowed to go. What works in the kitchenEvents – Host Tweetups for your Twitter community.Offline Marketing Promotion– Provide a business card or note-card to each customer that maps out where they can continue their dining experience online.Email – Use email not only for your e-newsletter, but also to give away FREE stuff to your customers and continue to build your email list. Vouchers.
  • Thriving And Surviving Social Media

    1. 1. Thriving and Surviving the Social Sphere!<br />Chris Munz, Fishbowl Inc.@thecmunzproject<br />
    2. 2. How do I make Social Media work for my business?<br />Do I need to get engaged?<br />Can I make real money from it?<br />Food for Thought!<br />
    3. 3. Has everyone checked in?<br />
    4. 4. Fans and Followers are Good for Restaurants!<br />60% of fans and 79% of followers are more likely to recommend a brand they fan and follow.<br />51%of fans and 67%of followers are more likely to buy from the brands they fan and follow.<br />Chadwick Martin Bailey and Imoderate Research Technologies ,2010<br />400Million Active Facebook users<br />20 million people become fans each day!<br />
    5. 5. What Works!<br />What Doesn’t<br />Listening<br />Knowing your Customers<br />Sharing the Control (Trusting)<br />Actively Participating<br />Being Creative<br />Making it FUN!<br />Ignoring the conversations<br />Not engaging, just pushing<br />Not having a plan!<br />Expecting immediate results<br />Restaurants, Pubs and Bars are setup to take advantage of this new way of communicating!<br />
    6. 6. Make it Fun!<br />129,216 Facebook Fans!<br />
    7. 7. Make it Fun!<br />Isn't that the Truth!<br />This is a Facebook banner with a simple call to action <br />So lets get WILD!<br />
    8. 8. Make it Fun!<br />
    9. 9. Make it Fun!<br />
    10. 10. Trust your networks!<br />
    11. 11. Trust your networks!<br />
    12. 12.
    13. 13. When are Vouchers best used to increase patronage? <br />
    14. 14. Fan Signs Up for <br />E-club<br />Connecting Facebook Fans to Email databases<br />Closed Loop<br />
    15. 15. Connecting Facebook Fans to Email databases<br />
    16. 16. $500M<br />EMAIL<br />IN SALES<br />Share with your NETWORKs!(SWYN)<br />
    17. 17. Share with your NETWORKs!(SWYN)<br />
    18. 18. Make a plan then figure out what technology resources you need to use.<br />Create convenience (socialize your web site, iPhone apps, Mobile Joins)<br />Localize your social interactions keep it relevant<br />Take that Great Service attitude and replicate it within the Social Sphere.<br />Some Ideas! that will help you survive!<br />
    19. 19. Who is Fishbowl ?<br /><ul><li>Dedicated to the Pub, Bar, Café and Restaurant Sector
    20. 20. No. 1 eMarketingand Internet Company in our industry.
    21. 21. 40,000+ Restaurants, Bar, Pubs, Cafes in the UK,US, & Canada.
    22. 22. 45+ million opt-in guests
    23. 23. 9+ years in the eMarketingbusiness</li></li></ul><li>Thriving and Surviving the Social Sphere!<br />Christopher Munz, Fishbowl Marketing<br />@thecmunzproject<br />References:<br />Chadwick Martin Bailey and Imoderate Research Technologies ,2010<br />David Finch, Social Media Explorer<br />Latest List Growing Strategies, Ball State University and the Email Marketers Club, ExactTarget<br />The Conversation, The Art of Listening, Learning and Sharing, Brian Solis and JESS3<br />Eric Abrams, Fishbowl Marketing<br />Mashable, The Social Media Guide<br />

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