Maximizing Restaurant Customer Experience with Social Media Data


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These slides outline how you can use customer data to learn more about current and potential customers, figure out your position on a competitive landscape, and use those findings to enhance your customer’s experience.

This slideshare was presented by Dennis Stoutenburgh, President and Co-Founder of Social Strategy1, at this year’s Summer Brand Camp. SBC2014 is a community of passionate leaders from Marketing, Human Resources and Operations who gather annually to provide new skills and business insights in today’s increasingly social and mobile culture.

Stoutenburgh presented during the session, “You’re Next Curve Jump: Connecting Sales, Social & Strategy” along with Wally Doolin, Chairman of TDn2K, Bob Rycroft, Executive Director of Finance & Strategy at TDn2K, and Kathleen Wood, Founder & Chief Catalyst of Suzy’s Swirl.

This thought-provoking session focused on connecting social not just to sales, but to business strategies at large – strategies that are enhanced through social listening tools. One of the primary listening tools exampled in this session was White Box Social Intelligence, the restaurant industry’s first ever location-based social media listening platform that combines engagement and measurement tools with operational, sales and competitive data analysis.

With millions of consumers and businesses now using social media, there is so much data that can be pooled for various business purposes. Furthermore, it is all measureable.

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Maximizing Restaurant Customer Experience with Social Media Data

  1. 1. Dennis Stoutenburgh | Larry Hill | WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL Measuring and Executing on What Matters Maximizing Social Data: WhiteBox Social Intelligence
  3. 3. Socially Enabled Consumer – Embrace Them! WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL 1. Unprecedented access to Voice of Consumer a) Preferences – Food, Beverage, Service b) Competitive Insights 2. Limitless Engagement Opportunities 3. Transformative Data Intelligence a) Enhance Customer Experience b) Execution – new menu items, management c) Growth Strategy – markets, expansion
  4. 4. Why Brands Don’t and Should • Don’t Embrace: – Message not controlled – scary! – Early Social Metrics – Fans, Followers, etc – No Attributable ROI • Should Embrace: – Harvard Business study shows one star Yelp increase can increase revenues by 5 to 9 percent. – Harris Interactive study reports 71% of consumers rely on peer ratings and reviews to influence purchase decisions. – More than 50% of Americans trust User Generated Content (UGC) over corporate websites (16%) or news articles about a company or product (14%). – Nearly 80% of social media users rely on social media sites to research products and read reviews. WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
  5. 5. What Are The Social Metrics That Matter? Likes? Followers? Fans? WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
  6. 6. Why Do Customers Engage? 1. Rewards – Discounts, Sales 2. Communications – Opportunities, Customer Care 3. Entertainment 4. Community – UGC – Aligned Goals 5. Customers Want to Engage – Provide Value WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
  7. 7. Engagement is Economics Forrester Report: % probability of having made a brand-related purchase within 12-months WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
  8. 8. Social Customer Care is Marketing Customers expect to be heard and engaged throughout the entire brand experience, not just during sales process. Social Care Best Practices - Proactively Reactive 1. Timely 2. Relevant 3. Personal WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
  10. 10. Messaging regardless of Purpose (Marketing, Research or Care) Must be Personalized! Social Media provides window to personalize the message Brands need to take Advantage • Issue • Channel Preference • Location • Influence Non-personalized messaging: Channel Irritation WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
  11. 11. Building an Engaged Community 1. Social Listening drives Strategy 2. Platform Analytics 3. Brand Content Creation driven by Listening Campaign 4. Community Management 1. UGC drives Engagement 2. Ratings and Reviews Matter – A Lot!! 3. Transparency = Trust 4. Empowered Communities drive revenue, product development, loyalty, affinity and creativity WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
  13. 13. It’s All Measurable White Box Social Intelligence WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
  14. 14. Social media meets operational data White Box shows brands how customer experience effects the bottom line. Track locations, score your experience and compare results to sales and competition. Engage your customers all from One Platform! Built for You by You!
  15. 15. White Box Analytics Aggregated from social sources and organized by: 1. Brand 2. Region 3. DMA 4. Location Proprietary Social Scoring • Ratings and Reviews • Sentiment and Social Activity • Segment and Competitors Consumer Voice Organized by operating attribute and sentiment: 1. Food 2. Beverage 3. Ambiance 4. Service 5. Intent Real Time Notification • Customizable at the location level
  16. 16. White Box Notifications Provide team with timely information about actions in the social arena: 1. Scheduled – Can be scheduled weekly, daily, or hourly. 2. Sentiment – Can be filtered by positive, neutral and negative 3. Filtered by franchise, region, DMA, or location 4. We keep a historical record of all notifications sent by the platform Engagement 1. Engage customers using Facebook and Twitter
  17. 17. Key Takeaways 1. It starts with Social Listening and should be a integral part to an ongoing Social Strategy – Define Success – Measurable, Meaningful Metrics 2. Social media users want you to engage with them - Deliver Value 3. Messaging Must Be - Timely, Relevant and Personal 4. Create meaningful content and you’ll foster brand advocates 5. Communities should be Fostered not controlled 6. Measure and analyze the data to Refine/Evolve Strategy!!
  18. 18. THANK YOU Contact Info: Dennis Stoutenburgh | @DennisSS1 972.267.0100 (Office) SOCIALSTRATEGY1.COM | @SSTRATEGY1