Restaurants Owners Eating Up Social Media 2011

Restaurants
Eating Up
Social Media
Presented by:
Hillary Bressler
Founder, CEO
.Com Marketing
A Top 100 Interactive Agency Nationwide
www.commarketing.com
1.866.266.6584
Presented by:
Hillary Bressler
Founder, CEO
.Com Marketing
www.commarketing.com
1.866.266.6584

It’s Okay To Be Confused

Years to Reach 50 Million Users
Radio- 38 Years
TV- 13 Years
Internet- 4 Years
iPod- 3 Years
Facebook adds 100 Million Users in 9 months
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009

78% of consumers trust peer recommendations
Only 14% trust advertisements

The Fastest Growing
Segment on Facebook is
55-65 year old Females

Average user spends more than 55 minutes per day on Facebook

39%
Of
all
mobile
users
have smartphones

80% of Twitter updates are on
mobile devices.
Imagine what that means for bad customer experiences.

Kim Kardashian gets $10k per tweet

Social Media is about
the relationships
http://www.flickr.com/photos/sarcastickiss/2612302754/

Define
Your
Social
Media
Strategy

Not news that marketers increasing focus on social and mobile—but email, too

“People are communicating more over social networks and to stay relevant you have to be where your customers’ are.”

Sprinkles Cupcakes
Every day Sprinkles posts a word or phrase that a specified number of customers can use to get a free cupcake. They have 133,000 fans.

Twitter Exclusive Coupons
Twitter-exclusive coupons for customers to print out and redeem at store.
Twitter coupon campaigns brought
in 68.60% of total
dollar sales.

Tracking Sales
Specific codes for each coupon are entered into the point of sale cash registers at tasti locations to enable the tracking of coupon conversions and the resulting sales.

Negative Effects on United from Social Media
Over 8.5 million views
Stock prices dip 10% resulting in $180 million
Appeared on ABC’s The View
Time Magazine’s Top Viral Video’s of 2009
2 more videos to be produced
As of 5/29/10

Positive of Social Media
Budget of $50 to start
Over 134 million views
700% increase in sales
As of 5/29/10

Social Media Challenges
It should not be done instead of proven fundamentals ( SEO, Well Designed Websites)
It is not “free”
It is difficult to monetize

Find a focus and identify the goals
Create relevant content
Become an indispensable source of information
Social Media Tips

Jump in and familiarize yourself in using social networking, even if you have to do it first in your personal life.
Get the support and buy-in of everyone in the company
Social Media Tips

Dealing with Bad Reviews

Dealing with complaints
Address negative comments very quickly.
Have a process in place to resolve the issue directly.
The company should respond once in public, and if the person stays negative, they switch to DM and then to email or phone if needed.
It is a chance to turn someone into an ambassador of the brand.

This customer was one out of many great reviews. Leaving bad reviews up there makes this review page much more real and authentic. This is a good example of how a company responded to show they care.

75%
of Brand ‘Likes’ on Facebook
come from advertisements.
Mashable 2010

Crandon, Wisconsin which has a population of 1,961 people now has 1,500 fans on their Facebook page.

Simple offline marketing to drive fans by giving benefits to join.

How Restaurants Use Social Media

The goal of social media for restaurants should be to
build frequency.

4%
of smartphone owners have
tried location based services.
Forester 2011

Location Based Services
Gowalla, Foursquare and Loopt, Scvngr are reaching people in their 20s and 30s who frequently use their mobile phones to flag their presence at a specific spot, and to notify friends of their location.

This sushi restaurant rewards it’s mayor on Foursquare.

130
friends that the average person
Has on Facebook.
Forester 2011

2-11-11
Facebook Deals gives you the opportunity to earn great rewards when you check in on Facebook at your favorite businesses, organizations, and events.

70%
of people aged 19-35 have used
location based services.
Forester 2011

Instead of attracting customers with deals, many restaurants
strive to use social media for a tailored, personal experience.
People love to go into a restaurant or bar and know the owner or the chef.

Reveal How Dishes Are Made
Allow people at home to feel more involved and engaged with that you are trying to deliver.

Get To Know Your Chefs
People love to learn about cooking. Be the
Expert.

That’s why chefs like Joanne Chang of Boston’s Myers and Chang and Flour Bakery personally tweet photos of the kitchen staff at work.
If you’re in a PR firm, you’re not going to get the same feel.

Opening Communication Between Diners and Chefs
The more you know about who is coming into your restaurant, the better you will be able to make them feel happy,

Play Your Strengths
Whether it’s quality, convenience, your image, or low prices, social media provides ways to simply and effectively play to your strengths.

Fast food leaders Chipotle and Pizza Hut have both implemented applications for ordering through the iPhone.
These particular applications play to the strength of the fast food industry — convenience.

Carl’s Jr. and Hardee’s are targeting consumers that lets them earn rewards for checking in at the fast food restaurants.
GPS- app that drive checkins, social media interfaces, a restaurant locator and rewards.
The first and fourth checkin at the restaurant gives a user the chance to take a spin on The Wheel of Awesome.

Hillary Bressler
CEO/Founder of .Com Marketing
Email: bressler@commarketing.com
Web: www.commarketing.com
Phone: 407.774.4604 ext 203
@commarketing
@hillarybressler
Find My Presentation Today!
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Restaurants Owners Eating Up Social Media 2011

by Hillary Bressler

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