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THE DINING DECISION
                        ECOSYSTEM™
                                                    HOW DINERS
                                                 CHOOSE RESTAURANTS


                                                                        I’m your
                                                                      trusty data                        Me Too!
                                                                        analyst!




                                                                          CARIN GALLETTA OLIVER               ERIC OLIVER
             ANGELSMITH                                                   @INKFOUNDRY                    @THECOSMONAUT
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 ,
          10 LIBERTY                                    S A U S A L I T O CARIN@ANGELSMITH.NET
                                                                          , CA 94965 415.508.5778   ERICO@ANGELSMITH.NET
WHO & WHAT
           ARE DRIVING
           CONSUMER
           RESTAURANT
           CHOICES?




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
                                                                                                       Photo by Horia Varlan
HOW ARE
           INFLUENCERS
           INFLUENCED?
             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
                                                                                                       Photo by Horia Varlan
CONCLUSION #1:
      CONSUMER RECOMMENDATIONS
      BOTH ON AND OFFLINE MATTER
      MORE THAN WE’D LIKE TO ADMIT




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
CONCLUSION #2:
      NOT ALL INFLUENCE
      IS CREATED EQUAL




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
CONCLUSION #3:
      WORD OF MOUTH PUTS
      RESTAURANTS INTO THE
      CONSIDERATION SET




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
CONCLUSION #4:
      RESTAURANTS’ DIGITAL
      FOOTPRINTS SERVE
      AS VALIDATIONS FOR
      PERSONAL RECOMMENDATIONS




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
CONCLUSION #5:
      RESTAURANTS HAVE LOTS
      OF CONTROL OVER THEIR
      ONLINE REPUTATION




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
SURVEY QUESTION:
      WHEN LOOKING FOR A NEW
      RESTAURANT TO TRY,
      WHO/WHAT INFLUENCES
      YOUR DECISION MOST?




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
Nearly


                                                                                                       5 10
                                                                                                       say
                                                                                                             out of


                                                                                                       FRIENDS
                                                                                                       are the
                                                                                                       MOST
                                                                                                       IMPORTANT
                                                                                                       INFLUENCE



             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
listed


22.8                                                                               % USER-GENERATED
                                                                                     REVIEW SITES
                                                                                                   as most important




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
0%
                                                                                         MORNING
                                                                                         TELEVISION



                                                                                                                    5.2
                                                                                                                    RESTAURANT
                                                                                                                                 %
                                                                                                                    WEBSITE




                                                                                                       4.4      %
                                                                                                                                 7.6
                                                                                                                                 NEWSPAPER
                                                                                                                                 CRITIC
                                                                                                                                             %

                                                                                                       GOOGLE
                                                                                                       SEARCH




      9.4                                            %                                                                     %
                                                                                                                     1.7
                                                                                                                     FOOD
                                                                                                                     NETWORK



        RESTAURANT
        FOOD BLOGGER


             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
80%
                                                                                                       perform
                                                                                                       ADDITIONAL
                                                                                                       RESEARCH




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
I
                        o be ha
                                                  I had a
                                                great tim
                                                    at
                                                Maestro
                                                          e

                                                        ’s!
                                                                                        RECOMMENDATIONS    put restaurants into a
                         f s d
                        O m ts t


       Joe
      on ’s
          3
     has rd
                         ut y
                              c
                                 t he
                           b lif ea
                            a e k
                               k! at                                                                   CONSIDERATION SET
          t
      be he
    ser st
        vice
             !



      Have you
                eve
         been to r
         Buckeye
       Roadhou
      AH-MAH- se?
              ZING!




               You MUS
                       T
                 try
             Alexand
                    er’s!




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778                                ©2012 ANGELSMITH, INC.
Diners                      VALIDATE
their                RESTAURANT CHOICES
                  BEFORE OPENING their wallets




   But where?
             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
27.7                                                        %
                      USER-GENERATED
                      REVIEW SITES
                                                                                                       27       %
                                                                                                       RESTAURANT’S
                                                                                                       WEBSITE




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
25.2
          OTHER FRIENDS
                                                                  %




                                                                                                       16.4
                                                                                                       BLOGS/BLOGGERS
                                                                                                                        %




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
16.5
          SEARCH ENGINES
                                                                   %




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
rank NEWSPAPER REPORTERS
                                                                  16                               %


                                       as 4TH MOST IMPORTANT




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
Diners ranked
                                                               FOOD NETWORK
                                                                                        (34.6%)
                                                                                          and
                                                           LOCAL TELEVISION
                                                                                          (40%)
                                                                                            as
                                                            LEAST IMPORTANT
                                                             when making a dining decision
             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
THIS IS NOT IDLE CHATTER
   PASSIVE PEER TO PEER CONVERSATIONS
   INFLUENCE RESTAURANT DINING DECISIONS




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
PASSIVE RECOMMENDATIONS:

                CONSUMERS ARE
            INFLUENCING EACH OTHER
                MORE THAN EVER

   83.4 79.5 65.1
     REPORT BEING ACTIVELY
     SOUGHT FOR
                                                              %                                           %
                                                                                        BELIEVE THEIR DINING
                                                                                        RECOMMENDATIONS
                                                                                                               ARE “ALWAYS” OR
                                                                                                                              %

                                                                                                               “FREQUENTLY” ASKED
     RESTAURANT                                                                         INFLUENCE WHERE        FOR RESTAURANT
     RECOMMENDATIONS                                                                    THEIR FRIENDS EAT      RECOMMENDATIONS




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
ACTIVE RECOMMENDATIONS
             TAKE PLACE LESS FREQUENTLY,
              BUT CARRY MORE INFLUENCE




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
WHAT IS THE PROFILE
      OF A TOP INFLUENCER?




   732
     MORE LIKELY TO BE
     ACTIVELY SOUGHT FOR
                                                        %
                                                                                    100                %
                                                                                        KNOW THEY INFLUENCE
                                                                                        THE DINING DECISION
                                                                                                              100           %
                                                                                                              REPORT THAT THEIR
                                                                                                              FRIENDS BELIEVE THEM
     A RESTAURANT                                                                       OF OTHERS             TO BE KNOWLEDGEABLE
     RECOMMENDATION                                                                                           ABOUT DINING




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
TOP INFLUENCERS ARE
                           DIFFERENT FROM AVERAGE
                                 CONSUMERS:




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
REPORT HIGHER LEVELS OF
   CONTENT CONSUMPTION
   OF BOTH BLOG &
   NEWSPAPER CONTENT
                                                                                                            BLOG
   THAN AVERAGE

                                                                                            NEWSPAPER
                                                                                                            92.9   %


                                                                                          70.4          %




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
LESS INFLUENCED
                                                       BY YELP


                                                                                        IS “MOST INFLUENTIAL”


                                                                                         12.5              %



             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
MORE INFLUENCED BY THE
                                          RESTAURANT’S WEBSITE
                                                                                         LISTED RESTAURANT
                                                                                            WEBSITE AS THE
                                                                                          MOST IMPORTANT
                                                                                        SECONDARY RESEARCH


                                                                                          31.1          %




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
BOTTOM LINE:
 CONSUMERS TAKE A
 SERIES OF STEPS BEFORE
 MAKING A RESTAURANT
 DECISION, AND YOU HAVE THE
 OPPORTUNITY TO INFLUENCE
 THEME LATI TEACH STEP
   ANG  SM H
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778   ©2012 ANGELSMITH, INC.
YOU ARE IN
                                                                                         CONTROL




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
THE DINING DECISION
    ECOSYSTEM ™

    AWARENESS
    DRIVEN BY MEDIA
    (PR, BLOGS, ADVERTISING, DIRECT MAIL, EMAIL MARKETING)


    RECOMMENDATION & TRIAL
    MADE BY FRIENDS, FAMILY AND COLLEAGUES INCREASE INTEREST;
    PLACES RESTAURANT INTO ‘CONSIDERATION SET’ FOR POSSIBLE SELECTION


    VALIDATION
    RESTAURANT WEBSITE & USER GENERATED REVIEW SITES (E.G., YELP)
    VALIDATE DINER’S INTEREST


             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
AWARENESS OPPORTUNITIES:
                                                                                             BLOGGERS
                                                                                             TRADITIONAL MEDIA




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
CONNECT
                                                                                                       & ENGAGE
             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
TRIAL & RECOMMENDATION
                                                                                             OPPORTUNITY:

                                                                                             THE DINING
                                                                                             EXPERIENCE




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
DO SOMETHING
          UNEXPECTED.




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
ASK FOR THE
                                        RECOMMENDATION
                                                                                         12-25% WILL DO IT!




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
VALIDATION OPPORTUNITIES:

                                                                                             YOUR WEBSITE
                                                                                             USER-GENERATED
                                                                                             REVIEW SITES




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
ROCK YOUR
                                                                                                        WEBSITE




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778               Photo by familymwr
We think this
                                                                                                        is funny..




             ANGELSMITH                                                                                    Check this comic out on
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778   TheOatmeal.com - pure genius
ANGELSMITH                                                                                    Check this comic out on
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778   TheOatmeal.com - pure genius
COMPLETE
      YOUR PROFILE
      FILL OUT YOUR YELP, CITYSEARCH,
      GOOGLE PLACES, & OTHER SITE LISTINGS




             ANGELSMITH
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A
          10 LIBERTY                                                            94965   415.508.5778
THANK YOU
                                     THE DINING DECISION ECOSYSTEM™
                                                              HOW DINERS CHOOSE RESTAURANTS
                                                                                    BY ANGELSMITH, INC.




                                                                                   DROP US A LINE!


                                                                     Call me first!                      No, Call me!




                                                                          CARIN GALLETTA OLIVER               ERIC OLIVER
             ANGELSMITH                                                   @INKFOUNDRY                    @THECOSMONAUT
©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 ,
          10 LIBERTY                                    S A U S A L I T O CARIN@ANGELSMITH.NET
                                                                          , CA 94965 415.508.5778   ERICO@ANGELSMITH.NET

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How Diners Choose Restaurants

  • 1. THE DINING DECISION ECOSYSTEM™ HOW DINERS CHOOSE RESTAURANTS I’m your trusty data Me Too! analyst! CARIN GALLETTA OLIVER ERIC OLIVER ANGELSMITH @INKFOUNDRY @THECOSMONAUT ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , 10 LIBERTY S A U S A L I T O CARIN@ANGELSMITH.NET , CA 94965 415.508.5778 ERICO@ANGELSMITH.NET
  • 2. WHO & WHAT ARE DRIVING CONSUMER RESTAURANT CHOICES? ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778 Photo by Horia Varlan
  • 3. HOW ARE INFLUENCERS INFLUENCED? ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778 Photo by Horia Varlan
  • 4. CONCLUSION #1: CONSUMER RECOMMENDATIONS BOTH ON AND OFFLINE MATTER MORE THAN WE’D LIKE TO ADMIT ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 5. CONCLUSION #2: NOT ALL INFLUENCE IS CREATED EQUAL ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 6. CONCLUSION #3: WORD OF MOUTH PUTS RESTAURANTS INTO THE CONSIDERATION SET ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 7. CONCLUSION #4: RESTAURANTS’ DIGITAL FOOTPRINTS SERVE AS VALIDATIONS FOR PERSONAL RECOMMENDATIONS ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 8. CONCLUSION #5: RESTAURANTS HAVE LOTS OF CONTROL OVER THEIR ONLINE REPUTATION ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 9. SURVEY QUESTION: WHEN LOOKING FOR A NEW RESTAURANT TO TRY, WHO/WHAT INFLUENCES YOUR DECISION MOST? ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 10. Nearly 5 10 say out of FRIENDS are the MOST IMPORTANT INFLUENCE ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 11. listed 22.8 % USER-GENERATED REVIEW SITES as most important ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 12. 0% MORNING TELEVISION 5.2 RESTAURANT % WEBSITE 4.4 % 7.6 NEWSPAPER CRITIC % GOOGLE SEARCH 9.4 % % 1.7 FOOD NETWORK RESTAURANT FOOD BLOGGER ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 13. 80% perform ADDITIONAL RESEARCH ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 14. I o be ha I had a great tim at Maestro e ’s! RECOMMENDATIONS put restaurants into a f s d O m ts t Joe on ’s 3 has rd ut y c t he b lif ea a e k k! at CONSIDERATION SET t be he ser st vice ! Have you eve been to r Buckeye Roadhou AH-MAH- se? ZING! You MUS T try Alexand er’s! ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778 ©2012 ANGELSMITH, INC.
  • 15. Diners VALIDATE their RESTAURANT CHOICES BEFORE OPENING their wallets But where? ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 16. 27.7 % USER-GENERATED REVIEW SITES 27 % RESTAURANT’S WEBSITE ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 17. 25.2 OTHER FRIENDS % 16.4 BLOGS/BLOGGERS % ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 18. 16.5 SEARCH ENGINES % ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 19. rank NEWSPAPER REPORTERS 16 % as 4TH MOST IMPORTANT ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 20. Diners ranked FOOD NETWORK (34.6%) and LOCAL TELEVISION (40%) as LEAST IMPORTANT when making a dining decision ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 21. THIS IS NOT IDLE CHATTER PASSIVE PEER TO PEER CONVERSATIONS INFLUENCE RESTAURANT DINING DECISIONS ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 22. PASSIVE RECOMMENDATIONS: CONSUMERS ARE INFLUENCING EACH OTHER MORE THAN EVER 83.4 79.5 65.1 REPORT BEING ACTIVELY SOUGHT FOR % % BELIEVE THEIR DINING RECOMMENDATIONS ARE “ALWAYS” OR % “FREQUENTLY” ASKED RESTAURANT INFLUENCE WHERE FOR RESTAURANT RECOMMENDATIONS THEIR FRIENDS EAT RECOMMENDATIONS ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 23. ACTIVE RECOMMENDATIONS TAKE PLACE LESS FREQUENTLY, BUT CARRY MORE INFLUENCE ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 24. WHAT IS THE PROFILE OF A TOP INFLUENCER? 732 MORE LIKELY TO BE ACTIVELY SOUGHT FOR % 100 % KNOW THEY INFLUENCE THE DINING DECISION 100 % REPORT THAT THEIR FRIENDS BELIEVE THEM A RESTAURANT OF OTHERS TO BE KNOWLEDGEABLE RECOMMENDATION ABOUT DINING ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 25. TOP INFLUENCERS ARE DIFFERENT FROM AVERAGE CONSUMERS: ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 26. REPORT HIGHER LEVELS OF CONTENT CONSUMPTION OF BOTH BLOG & NEWSPAPER CONTENT BLOG THAN AVERAGE NEWSPAPER 92.9 % 70.4 % ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 27. LESS INFLUENCED BY YELP IS “MOST INFLUENTIAL” 12.5 % ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 28. MORE INFLUENCED BY THE RESTAURANT’S WEBSITE LISTED RESTAURANT WEBSITE AS THE MOST IMPORTANT SECONDARY RESEARCH 31.1 % ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 29. BOTTOM LINE: CONSUMERS TAKE A SERIES OF STEPS BEFORE MAKING A RESTAURANT DECISION, AND YOU HAVE THE OPPORTUNITY TO INFLUENCE THEME LATI TEACH STEP ANG SM H ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778 ©2012 ANGELSMITH, INC.
  • 30. YOU ARE IN CONTROL ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 31. THE DINING DECISION ECOSYSTEM ™ AWARENESS DRIVEN BY MEDIA (PR, BLOGS, ADVERTISING, DIRECT MAIL, EMAIL MARKETING) RECOMMENDATION & TRIAL MADE BY FRIENDS, FAMILY AND COLLEAGUES INCREASE INTEREST; PLACES RESTAURANT INTO ‘CONSIDERATION SET’ FOR POSSIBLE SELECTION VALIDATION RESTAURANT WEBSITE & USER GENERATED REVIEW SITES (E.G., YELP) VALIDATE DINER’S INTEREST ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 32. AWARENESS OPPORTUNITIES: BLOGGERS TRADITIONAL MEDIA ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 33. CONNECT & ENGAGE ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 34. TRIAL & RECOMMENDATION OPPORTUNITY: THE DINING EXPERIENCE ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 35. DO SOMETHING UNEXPECTED. ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 36. ASK FOR THE RECOMMENDATION 12-25% WILL DO IT! ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 37. VALIDATION OPPORTUNITIES: YOUR WEBSITE USER-GENERATED REVIEW SITES ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 38. ROCK YOUR WEBSITE ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778 Photo by familymwr
  • 39. We think this is funny.. ANGELSMITH Check this comic out on ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778 TheOatmeal.com - pure genius
  • 40. ANGELSMITH Check this comic out on ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778 TheOatmeal.com - pure genius
  • 41. COMPLETE YOUR PROFILE FILL OUT YOUR YELP, CITYSEARCH, GOOGLE PLACES, & OTHER SITE LISTINGS ANGELSMITH ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 42. THANK YOU THE DINING DECISION ECOSYSTEM™ HOW DINERS CHOOSE RESTAURANTS BY ANGELSMITH, INC. DROP US A LINE! Call me first! No, Call me! CARIN GALLETTA OLIVER ERIC OLIVER ANGELSMITH @INKFOUNDRY @THECOSMONAUT ©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , 10 LIBERTY S A U S A L I T O CARIN@ANGELSMITH.NET , CA 94965 415.508.5778 ERICO@ANGELSMITH.NET