Digital Marke,ng Relevancy
For Restaurants
Your Social Guide
Toby Bloomberg
@tobydiva | @divafoodies

Our
Game
Plan
Intro
Deconstruct
---
The Share
Construct
Internal
Social Channels

3

Is Your Social Personality?
Selfie Centered, Pinhead, One Upper, One downer, Like
Liker, HashTag Hyper, Play---by---play, Soapbox Champion,
Lurker, Kid Pixer, ???
Is Your Restaurant’s Social Personality?
What

Social media has become
part of our world and our work.
Chef Virginia Willis
On Social Media
Diva Foodies Interview

You are only as good as your last meal.
Jack Bruell, ExecuJve Chef/Restaurant Owner
James Beard Award Candidate Best Chef 2010
R
E
M
I
N
D
E
R

Deconstruct
Stand Alone

What Does Social Media Mean At
Your Restaurant?

Marke,ng Tool
Extends Customer Service
Rela,onship Building
Chefs & Restaurant---brand
Involved & Engaged with
the Restaurant/chef/staff
Brand Awareness
Customer Loyalty & Trust
Menu/Specials PromoJon
Brand Advocacy
Discovery
Search Engine OpJmizaJon --- SEO
Research/Feedback
Enhances Customer
In---Restaurant Experience
Save Memories
Share Experiences
Tell Your Story!

Resources/Time/Budget
Authentic
Payback/Goals
Lack of knowledge
Not a management
priority
Fear of trolls/
negative comments,
reviews
How to keep social from taking over

WhatDoes Social Media Mean
To Your Customers/Community?

hXp://www.staJsta.com/staJsJcs/302238/restaurant---operators---acJve---on---social---media---by---restaurant---type---us/
What
Does
This
Mean
For
Your
Restaurant?

Are
Your
Business Goals?
WhatImprove customer service
Increase corporate parJes by %
Increase community involvement
Test new dishes
Increase referrals by %
Be The Go To Restaurant For …
Examples
Increase breakfast traffic by %

So Many Choices …..
So LiXle Time!
Social Channels

The Big Guns
The Visuals
The Local Search
For Business For Video

PosAng Consistency

#1 Facebook Feedback/Engagement
Brand Status Updates
What you post

#2 Facebook Feedback/Engagement
Community’s posts

Facebook Public Informa,on
WhatCould this mean
to your restaurant?

Facebook CHANGES!
1. Videos Are The Name Of The Game
Facebook COO Sheryl Sandberg said
having more consumer video in the
News Feed helps ads that include video
feel more natural.
2. PromoJonal Posts Won’t Be Seen
Posts wriXen exclusively for promoJonal or sales reasons
Posts people to buy a product or download an app
Posts with the exact same content as run---of---the---mill ads
3. The End of “LikeGate”
4. Call To AcJon BuXons
Book Now, Contact Us, Use App, Play Game,
Shop Now, Sign Up and Watch Video
hXps://www.facebook.com/business/a/online---sales/calls---to---acJons

hXp://markeJngland.com/want---maximum---reach---facebook---dont---post---photos---118536

What's the difference between impressions and reach?
Impressions are the number of Jmes a post from your Page is displayed, whether the post is
clicked or not. People may see mulJple impressions of the same post. For example, someone
might see a Page update in News Feed once, and then a second Jme if their friend shares it.
Reach is the number of people who received impressions of a Page post. Reach might be less
than impressions since one person can see mulJple impressions.
hXps://www.facebook.com/help/274400362581037

hXps://www.facebook.com/help/127563087384058

Extended InformaJon

Cute
Firefighter
From the heart

ht tps://twiXer.com/_ml_
The French Laundry
Tells Their Story One Tweet A Day

hXps://twiXer.com/mcdonalds
McDonalds
Superbowl
Tweets

1. Tweet your beat
2. Share some personal
3. Include urls, photos, video
4. @ cite your sources
5. Create lists
6. Thank your community
for retweets, menJons
7. Behind the scenes
8. Live tweet breaking news
9. ParJcipate in tweet chats
10. More is less .. 120 characters
11. @ each other
12. Hashtags --- yours & their’s
13. Talk with your community!
Grow Your TwiXer Community

Supports Credibility
Brand +Employees
Customers/Community
AdverJsers
New Hires
Partners

34
LinkedIn Corporate Page

LinkedIn Corporate Posts

LinkedIn Corporate Page

LinkedIn Corporate Page Posts

hXps://instagram.com/p/xbptwlTEDq/?modal=true

What is Different?

41
Important! Claim Your Local Restaurant On Google

hXps://support.google.com/business/answer/4566606?hl=en

Photo Albums

hXp://www.saveur.com/gallery/Indie---Food---Magazines/?image=1
TwiXer Content

Share
hXp
s://www.flickr.com/photos/paguma/

Your Next Steps
How Will YouReconstruct?

Engage

▪ Educate
▪ EmoJonal ConnecJon
▪ Entertain
Now I C a r e VALUES C o n t e n t

Bobblehead
Cup
Photo
Sharing
Contest

Tohelpbuildexcitementforits biggest
promotionoftheyear,CincodeMoe’s,
Moe’sSouthwestGrill createdalimited
editionbobbleheadcupthatcouldbe
purchasedatanylocationacrossthe
country.
Moe’sthenusedtheirsocialmedia
channelstoengagewiththeiraudience,
whileaskingthemtosharebobblehead
imagesthroughTwitter,Instagramand
Facebookusing #cincodemoes.
Moe’spromotedthecampaignonlineand
drovetraffictotherestaurants,where
guestshadtoacquirethebobblehead
cups.
In-storesignage(aswellasthecups)
helpedencouragecustomerstopost
imagesandvideosonlineandparticipatein
theentireCincoexperience.
Cinco de Moe’s MulJ Channel Campaign

Cinco de Moe’s: Results
Facebook
6,593,426 total Facebook
impressions
24,768 new Facebook fans
(13.41% increase)
TwiXer
2,114,342 total TwiXer impressions
70,321 total TwiXer engagements
(33.33% engagement rate)
3,850 tweets included
#cincodemoes (Last year’s
tweet count: 1,345)
Images
650 bobblehead images (TwiXer &
Instagram) were captured

Social Media Success Tips
Resources
1. Who do you want to talk to? (Target audience)
2. Where are they hangin’ in the social web?
Content Direc,on
1. What do they and you want to talk about?
2. How will social media support your goals/objecJves?
Results
1. What is success e.g. what will you track and measure?
Your Comfort Zone
1. Know your own boundaries
2. Who will you friend, follow, respond to?
3. What type of content will you not create?

Activity: What isit?
. . . how are youusing it?
Instructions:
1. What’s the platform?
2. How are you using it?
3. How have you seen it
used mosteffectively?

Are
Your
Metrics?
WhatLikes
Comments
Shares
Reach --- organic, total
Posts you created
Your community comments
Impressions

Are
Your
Metrics?
WhatFavorites
Retweets
@menJons
Followers
PotenJal Reach
Your Tweets, RT, @ MenJons, Follows
Use of your hashtag

6 Quick Tell Tips
1. Email signature
2. Facebook Info
3. Business card
4. Tat
5. Menu
6. LinkedIn

Questions Your Responses
Whatissuccess for you?
What is you social personality?
Whoisyouraudience/s?
Whowillyou follow/friend?
Whatsocial networkswillbest
driveresults?
Wherewillyou dedicate your
color outside theline time?
Howwillyou participate with
yourcommunity?
Howoftenwillyou post? Timeof
day
What percentage of “brand”
posts/tweets versus other?
Whattype ofcontent e.g.
media, curation, creation will
youinclude?
Getting Started

C o n t i n u e t h e C o n v e r s a t i o n
www.linkedin.com/in/tobybloomberg
Toby Bloomberg
@tobydiva @divafoodies
toby@divafoodies.com
www.divamarkeJngblog.com
www.divafoodies.com