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Ignite Presentation - Jennifer Hancox


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PDX DMC 2011 Ignite Series - Jennifer Hancox\'s presentation

PDX DMC 2011 Ignite Series - Jennifer Hancox\'s presentation

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  • 1. Social Media for Bars & Restaurants
    • “ The Disconnect”
    • by: Jennifer Hancox
  • 2. The problem:
    • Customers use technology and Social Media constantly and consistently to research any number of topics for their daily lives
    • Restaurants need customers but are notoriously slow to adopt new technologies
  • 3. Unit Location
    • Restaurant / Bar:
    • We need to fill seats on slow nights.
    • A large party just cancelled. How can we get more guests TONIGHT?
    • I can’t afford regular advertising. What can I do that’s cheap?
  • 4. User
    • Customer or ‘Guest’:
    • while on their phone – in the car, on the bus, before they leave the house…
    • Where’s the nearest Sports bar for the game?
    • What’s the name of that wine bar on Broadway? Are they open today - Sunday?
    • What’s their menu like? Vegan options?
  • 5. The ‘Disconnect’
    • Restaurant Owner/Manager:
    • “ I don’t use this so my customers probably don’t either”.
    • “ I don’t have time for this BS. I barely have time to run the restaurant/bar.”
    • “ I already have a web site that has all of our information. Why do I need ‘social media’?”
  • 6. Social Media “ Is it like a pet? Do I need to take care of it?”
  • 7. The perception… from Restaurateurs POV
    • Social Media is:
    • Too hard
    • Takes too much time
    • Needs to be constantly monitored
    • Requires money/subscription/software
    • You need a consultant/expert to do it for you. (heh heh…)
  • 8. What is Social Media?
    • Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings – user generated .
    • Not strictly ‘internet’ or ‘computer’ marketing. It is dealing with *people* and speaking to them in their chosen environment.
  • 9. Restaurants and Bars?
    • Social environments (with food! and drinks!)
    • Speak and ‘connect’ with more people in one shift that most people do in a week or month
    • Constantly communicating information to guests, staff and community
    • It is dealing with *people* and speaking to them in while in your environment.
  • 10. Overcoming the ‘Disconnect’ – Updates and Posting
    • Who:
      • Anyone: owner, manager, chef/sous or a responsible staffer
      • Assigned to the opening or closing manager at start of shift – as part of their regular duties for consistency
  • 11. Updates and Postings – when, how, who
    • Who:
      • Have more than one person participate
        • This helps to spread the responsibility
        • It also prevents a lag in updates if someone leaves the company
  • 12. Updates and Postings – when, how, who
    • When:
      • As often as possible to communicate your business, but not too much!
      • Facebook/LinkedIn updates should happen at least ONCE per week
      • Twitter gets best results with 1-4 times per day . NO more!
  • 13. Updates and Postings – when, how, who
    • How:
      • Check daily just like you check your phone messages, email, or counting the cash drawers
      • Link all your updates (FB, LI, Twitter)
      • DMs and @replies sent as a text message to a manager phone – for immediate response to guest
  • 14. Upkeep and Time Commitment
    • It is important to keep your Social sites updated
      • 10 minutes per day – maximum
      • (An easy time measurement for restaurant people)
    • Posts that are relevant – weather, weekend events, holidays.
      • Ex. “Raining? Clam chowder at Joe’s!”
      • Ex. “Book your holiday party with us!”
  • 15. Upkeep and Time Commitment
    • Engage guests instead of speaking at them
      • “ Thanks for the compliment @pdxjenh! The heated patio is a big hit!”
      • “ By popular request – Pear Crisp is back on the menu!”
    • Text message responses – for upkeep and engagement, spontaneous replies
  • 16. Is It Worth It?
    • What is the Return on Investment for Social Media?
    • The softer side…
    • Guest interaction – personal, specific, attentive, feel-good, social
    • Manager/staff awareness – shows that you care about the business
    • Reaching your target audience – and their followers
  • 17. Is It Worth It? …Really?
    • What is the Return on Investment (ROI) for Social Media?
    • Cold, hard cash…
    • Free vs Paid advertising (one time, one publication)
    • Constant, focused advertising specific to your business
    • Time spent (5-10 minutes per day)
    • Competition – see what they are doing and counteract it.
  • 18. If you need the ‘numbers’…
    • There are many programs that can track followers, click ‘thrus’, conversions stats.
    • Mostly for larger restaurant groups or very active users.
    • NOTE: Don’t get too focused on those numbers – it is the IMPACT on the business that you want , not ‘stats’.
  • 19. “ big victories are actually comprised of lots of tiny wins”
  • 20. THANK YOU!
    • Jennifer Hancox
    • Website:  
    • Twitter:      @pdxJenH  
    • Linkedin:     Jennifer Hancox
    • Facebook:  Jennifer Hancox Restaurant Training