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Social media for restaurants

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This is a presentation I recently gave to 50 members of Restaurant and Catering Australia - a rough guide to socialmedia for restaurants.

This is a presentation I recently gave to 50 members of Restaurant and Catering Australia - a rough guide to socialmedia for restaurants.

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Transcript

  • 1.
    • Monday 10 October 2011
    Restaurant and Catering
  • 2.
    • How many of you like Urban Spoon reviews?
    • How many of you like Good Food Guide reviews?
    • Research from Harvard University indicates a 1 star increase in Yelp! Rating increases revenue by 5-9%
    • Consumers respond strongly to quality detailed information in reviews
    • More at http://www.lastappetite.com/do-online-consumer-reviews-affect-restaurant-demand/
    • Yelp! Launching here soon.
    • Read this: http://www.tomatom.com/2011/06/social-media-tips-for-restaurants/
  • 3.
    • Nobu was the hottest restaurant in London
    • Why isn't it here?
    • 3 years back I posted a video of Nobu making sushi in 3/4 moves a few days after I recorded it on my Flip recorder.
    • Now thanks to Steve Jobs I can upload that immediately. And pics.
    • Pictures are the best way to communicate: join Instagram on your iPhone and see it yourself.
  • 4.
    • Using social media the fastest most direct way to communicate with customers
    • But it takes a big investment in time. Daily for 3 to 6 months unless you have magic powers.
    • Capital wines: success = 29 tweets a day
    • in reality 10 to 20 Tweets a day. Set targets for tweets and finding people to have conversations with.
    • You need to have a proper conversation with all your customers. Can I repeat that?
    • First look at the current business environment
  • 5.
    • Consumer optimism lowest since GFC
    • Two speed restaurant economy
    • What makes a restaurant hot?
    • Brand building but being on trend
    • Trend = value, lighter meals, casual dining
    • Mamasita, anything Andrew McConnell, Chin Chin
    • Very good restaurants doing it tough. Up to 50% down
    • Marketing is important and social media is the new part of your marketing mix as well as print media etc.
  • 6.
    • Problem: where to find money for social media investment?
    • Digital efficiency.
    • Accounts that take feeds from the bank/cards. saasu.com , xero.com . Scan receipts shoeboxed.com.au
    • Online bookings Dimmis etc.
    • Confirmations by text message
    • Value website that works with social media rather than flash animation and fads.
  • 7. Yourwebsite.com
    • Open source content management Wordpress, Joomla, Drupal
    • 15% world's websites use Wordpress
    • Avoid proprietary systems that lock you in
    • Keep your website simple
    • Have a Google map rather than a designer map. On the front page.
    • Phone number, address. ONLINE BOOKING. On the front page
    • No pdfs. Public menu and drinks list on a page.
    • People profiles. You are who what makes a restaurant.
    • Picture galleries - from flickr.com or Instagram.
    • RSS feed. Allows content to be distributed everywhere to Twitter and Facebook.
    • Email sign-up. On the front page.
    • Social media icons. Facebook like. Send to Twitter. Email to friend.
  • 8. Make your site bloggy
    • Blogs rank very high in Google search because they encourage links and are keyword rich.
    • Recipes rank really highly for Google traffic. Use them on your site (and general promotion on other people’s websites)
    • A blog style page can be used as your newsletter if you have RSS (Really Simple Sydication) feed.
    • mailchimp.com will make a simple newsletter from an RSS feed.
    • Mailchimp then posts newsletter url to Facebook and Twitter.
  • 9. Simple search engine optimisation
    • Name your posts/pages www.yoursite.com/recipe-for-success so Google can find it.
    • NOT: www.yoursite.com/recipe_for_success
    • NOT: www.yoursite.com/article.asp?blogID148
    • Name pictures your-picture.jpg
    • NOT: 9435678.jpg or your_picture.jpg
    • Use keywords known as meta data
  • 10. Your social real estate
    • Even if you do nothing else get your name of Facebook, Twitter, Flickr, Linkedin page, foursquare.
    • And Google Places.
    • Also review sites especially Urban Spoon in Melbourne.
    • Claiming listing in Urban Spoon gives free ads for one month. Allows reply as restaurant to reviews.
    • Yelp! Similar.
    • Yelp reviews complex formula based on rating of reviewer.
    • Check out the business pages on Urban Spoon, Yelp and Foursquare.
    • If you haven’t heard of Foursquare or hyperlocal marketing read this story I wrote: http://knowledge.asb.unsw.edu.au/article.cfm?articleid=1448
  • 11. Facebook
    • After 25 likes you can get url www.Facebook.com/your.name
    • You need to migrate from a personal profile for your business to a page, otherwise facebook could take you down.
    • use an iFrame app to publish your webpages within your Facebook page (allows online bookings etc)
    • Ask questions. Talk to people and answer them.
    • Competitions asking people to like your page break Facebook's terms of service.
    • Add Mailchimp sign-up app
    • Upload photo galleries
    • Publish Blog posts using Involver app
    • Publish twitter to Facebook
    • Publish using Instagram
    • Publish menus to Facebook page
  • 12. Twitter
    • Upload background pic.
    • Write a proper profile with location on.
    • People will only follow if you converse.
    • Be funny and interesting. Like at a drinks party.
    • Mix with a few retweets.
    • Don't just broadcast.
    • Wordpress plugin to auto post blog items.
    • Find people to follow here http://www.jenius.com.au/top100australianfoodtwitterers/
    • Publish twitter stream on website. And Facebook. And Linkedin.
  • 13. Flickr
    • Publish galleries of food and drink pics
    • Republish gallery on website with RSS
    • Make friends
    • Comment on pics of your food
  • 14. Deal sites and vouchers
    • Cheap deals kill brands
    • Customers are after cheap not good
    • Unlikely to result in repeat customers
    • You'll probably lose money
  • 15. How to do it
    • If nothing else monitor using Google alerts.
    • Read your reviews and use the feedback.
    • A new role is emerging the community manager either inhouse or part time
    • Job = admin of Facebook, Twitter, newsletter...
    • Do it yourself if you can make time
  • 16. Foursquare
    • Grab your business listing
    • Geolocation based
    • People collect badges
    • Make special offers
  • 17. Finally
    • Listen to social media and act
    • Grab your real estate on the top sites
    • It takes commitment and effort to EARN your place in the social media space.
    • Here are some of the people I have helped http://tomatomedia.com.au/for-whom/
    • [email_address] 0425 736 993