Research shows that restaurants can increase business and customer loyalty by over 30% using Facebook. But it has to be done right. In this seminar, you will learn:
- the basics of Facebook, including the differences between ‘Accounts’, ‘Groups’, ‘Pages’ and ‘Places’ and which is best for you
- the importance of mobile ‘check-ins’ and how that leads to ‘likes’ and ‘fans’
- the difference between ‘events’ and ‘posts’ and how to use each to maximize customer participation in events and promotions
- the type of information that increase customer loyalty and maximizes referrals
- how often and when to post to maximize engagement
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
How restaurants can make the best use of facebook
1. How restaurants can make the best use of
facebook
Brad Forsyth
brad.forsyth@pubupdate.com
2. why use facebook?
because that is where your customers are...
Canada 18,002,560 54%
USA 163,071,460 53%
World +1 Billion
source: http://www.checkfacebook.com/
3. and, your customers are
reading the newspaper less
listening to their phone, not the radio
skipping through commercials on their PVR
4. it works!
✴ Rice University Study
✓ 36% more visits
✓ 45% more eating-out dollars
✓ 33% more spending
✓ more recommendations
✓ more emotional attachment, loyalty
5. facebook basics
what are ‘profiles’, ‘groups’, ‘places’ and ‘pages’?
why does it matter?
hint: you really want to use a ‘page’ for your business
6. facebook ‘evolved’
business
pages
profile groups
personal personal /
business places
location
7. facebook profile
Facebook terms of service
1.You will not provide any false personal information on Facebook, or
create an account for anyone other than yourself without
permission.
2.You will not create more than one personal account.
8. facebook groups
meant for small groups of people
does not post on the members timeline
members go to the groups page
9. facebook pages
facebook says...
“for your business, brand or organization”
“people who like you see your stories in their news feeds”
there is no fan limit
11. mobile effect
80% of the world now
has
a mobile phone
people are now connected 24/7
35% of Americans have
smartphones you can now ‘remind’ them in real
time
39% of Canadians have
smartphones they like to tell there friends with
89% of smartphone
users ‘check-ins’ and posts
use it throughout
the day
13. customers can
‘Check In’
and all of their
friends see
14. your message
build customer loyalty, emotional attachment and referrals
publicize events and promotions to maximize customer participation
use ‘posts’ and ‘events’
15. posts
the primary way of sharing information
facebook calls these ‘status’, ‘updates’ or ‘posts’
they can contain links and photos
17. events
use sparingly - not for weekly specials
holidays: New Years, Halloween, St. Patrick’s Day...
sports: Super Bowl, World Series, Playoffs...
entertainment: bands, comedy, karaoke...
education: cooking class, wine pairing, scotch tasting...
reminder posts: weeks before, day before and day of
18. promotions
special offers on food or drink
provide insider information
“We want to show our appreciation to our great fans. Come in today and
order Nachos and say the secret fan appreciation word ‘nacholicious’ and
get them for half price”
19. current events
local or current events that are relevant
“Come by for a pint before the big game”
“Drop in after you vote and watch the results with us”
“Our chef has prepared some Halloween surprises for you!”
20. start conversations
questions can encourage dialogue
friends of fans see this - viral effect
“Who is going to win the Stanley Cup?”
“Is Cod fish better than Halibut for fish & chips?”
“What’s better, English wine or French beer?”
21. educate & entertain
origins of a drink or recipe
ingredients of a chef’s special
pictures whenever possible
celebrate milestones
22. how often?
unlike email, posts should be frequent
research shows:
✓ at least daily
✓ 2 to 3 messages a day optimal
must maintain visibility and brand awareness
don’t shotgun it! not all at once...
23. when?
timing is important
best times based on research
✓11 am - before lunch
✓4 pm - before heading home
✓8 pm - after dinner
24.
25.
26. that’s it!
social media provide new ways to engage customers
and build brand loyalty
it works if done right
tools can help but are not necessary
find me at booth #5034
