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Running a Restaurant in the Digital World

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Running a Restaurant in the Digital World - A Chef's Perspective is the title of a presentation by Chef Mark Garcia at the Unipro Mindshare Sales and Marketing Workshop in San Antonio Texas in September of 2011. Chef Mark Garcia teaches and trains chefs and restaurateurs how to better market themselves and their brands to make significant business breakthroughs. http://www.chefmarkgarcia.com/

Published in: Education, Technology, Business
  • A new discovery running a restaurant in the digital world that's new! Actually I can't even imagine that there will be a restaurant in a digital world, how is that?
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  • Fantastic presentation about Social Media from the perspective of a chef...where the heck did you learn so much about Social Media??

    Great info my team and I can use right NOW!
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Running a Restaurant in the Digital World

  1. 1. Running a Restaurant In a Digital World… A Chef’s Perspective Presented by Chef Mark Garcia
  2. 2. Who Am I And Why Should You Listen To Me?
  3. 3. Social Media Advice From A Chef??!! <ul><li>Yes I am a real Chef </li></ul><ul><li>Yes, that is Chef Dean Fearing up in Dallas </li></ul><ul><li>WOW…to be that thin again!! </li></ul>
  4. 4. Social Media Advice From a Rock Star?? <ul><li>Yes that is how I looked in the 80’s </li></ul><ul><li>No…I don’t still have the Bon Jovi jacket in my closet at home </li></ul>
  5. 5. Thought Provoking Question
  6. 6. Social Media Statement “ Social Media Is The Greatest Scam Of All Time…”
  7. 7. Social Media Statement “ Social Media Is The Greatest Invention In The History Of World…”
  8. 8. Social Media Question Which One Is TRUE ?
  9. 9. Would It Surprise You If I Said BOTH?? Let Me Explain…
  10. 10. Social Media Framework Why Is There Even a Need For Social Media?
  11. 11. Social Media Framework One VERY BIG Reason…
  12. 12. Social Media Framework In less than 3 years, Social Media has become THE most popular activity on the web! What activity did it overtake????
  13. 13. Social Media Framework Even the mighty wasn’t powerful enough to do that!
  14. 14. Social Media Framework Why Is There Even a Need For Social Media?
  15. 15. Social Media Framework Many VERY BIG Reasons! Come along and I will show you why…
  16. 16. Social Media Isn’t A Conversation It’s Where Conversations Take Place
  17. 17. Tools Change…Be Ready
  18. 18. Anyone Remember These? @ 10 Years ago, these were THE top search engines
  19. 19. Social Media Framework
  20. 20. Worry About Tools Last, Not First www.conversationprism.com
  21. 21. My Social Media Journey <ul><li>At first I struggled to grasp & understand…test, test, test! </li></ul><ul><li>I am a geek for data and look for clues from what other companies are doing </li></ul><ul><li>Just a guy who figured some things out…PhD in results! </li></ul>
  22. 22. Who Am I Now? <ul><li>Engaged in marketing & selling physical products, services and “How To” information online since 1999 </li></ul>
  23. 23. Who Am I Now? <ul><li>Engaged in marketing & selling physical products, services and “How To” information online since 1999 </li></ul><ul><li>Creating & implementing with clients on Internet Marketing since 2005 </li></ul>
  24. 24. Who Am I Now? <ul><li>Engaged in marketing & selling physical products, services and “How To” information online since 1999 </li></ul><ul><li>Creating & implementing with clients on Digital & Social Marketing since 2005 </li></ul><ul><li>The System </li></ul>
  25. 26. Who Am I Now? <ul><li>Fast Company Named Me “One of the Most Influential People Online …” </li></ul><ul><li>Only Professional Chef on the list </li></ul>
  26. 27. Who Am I Now? <ul><li>Author of 2 newly released books </li></ul>
  27. 28. Enough About Me… What About YOU? <ul><li>Why are you interested in learning about this new phenomena called Social Media? </li></ul>
  28. 29. Enough About Me… What About YOU? <ul><li>What is YOUR definition or understanding of Social Media? </li></ul><ul><li>( hint - everyone has a different viewpoint) </li></ul>
  29. 30. Here’s What “Experts” Say Social Media Is: <ul><li>“ An Aggregate Category Of Websites Based Upon User Participation and/or User-Generated Content” </li></ul>
  30. 31. WTF ??!! One More Time In English Please
  31. 32. Non-Experts Say Social Media Is: <ul><li>Truly interactive websites! </li></ul><ul><li>No longer is a brand speaking at customers or clients, but engaging them with authentic 2-way Conversations </li></ul>
  32. 33. Chef Mark Says Social Media Is: <ul><li>Helping People Connect, Learn and Do Business Together </li></ul>
  33. 34. YESTERDAY Wake Up Go To Sleep News Paper Radio Trades Billboards TV Magazine
  34. 35. TODAY Wake Up Go To Sleep News Paper Radio Trades Billboards TV Magazine Mobile Alerts Social Networking Sites Web Video Blogs V-Logs Cloud Services E-Readers WIKIS Message Boards RSS Feeds Peer-To-Peer Networks Mobile Apps Satellite Radio Web Applications DVR Podcast WAP Browsing Video Games E-Mails Micro-Blogging Forums SMS
  35. 36. WORLD LENS IPHONE APP
  36. 37. Best Practices To Execute <ul><li>Strategy drives the vehicle </li></ul><ul><ul><li>“ Let’s do something digital” is not a strategy </li></ul></ul><ul><ul><ul><li>What are we trying to accomplish? </li></ul></ul></ul><ul><ul><ul><li>Who do we want to reach? </li></ul></ul></ul><ul><ul><ul><li>What digital tactics can help accomplish our goals? </li></ul></ul></ul><ul><ul><li>Focus on a measurable, consumer-centric approach </li></ul></ul><ul><ul><li>Deliver holistic programs that activates/engages consumers </li></ul></ul>
  37. 38. Initial Approach to Digital in 2008 <ul><li>Common Restaurant Tactics </li></ul>PAID SEARCH ADVERTISING VIDEOS SOCIAL EMAIL COUPONS
  38. 39. Approach to Digital in 2011 <ul><li>includes everything from 2008…and so much more! </li></ul>
  39. 40. The Growth of Social Media <ul><li>90% of US Internet users visit a social networking site every month. (comScore) </li></ul><ul><li>Social media usage accounts for 15% of time spent on the Internet globally. (comScore) </li></ul><ul><li>There are more than 750M active Facebook users (Facebook) </li></ul><ul><li>200 million tweets are sent each day (Twitter – July 2011) </li></ul>
  40. 41. Brand Destinations vs. Social Destinations
  41. 43. Mobile Trends <ul><li>Smartphones outpaced sales of PCs for the first time in Q4 of 2010 </li></ul><ul><li>Mobile phones will overtake PCs for web surfing by 2013 (Gartner) </li></ul><ul><li>Smartphones to overtake feature phones by end of 2011 (Nielsen) </li></ul>
  42. 44. Mobile Shopping Trends <ul><li>42% of mobile users have used a Smartphone to get restaurant ratings, reviews or a coupon while driving or walking at meal time </li></ul><ul><li>62% have already used a Smartphone to purchase physical goods </li></ul><ul><li>Projected by 2015: </li></ul><ul><ul><li>$38B in mobile ad spending </li></ul></ul><ul><ul><li>$163B in global m-commerce </li></ul></ul>
  43. 45. Starbuck Cross Channel Engagement
  44. 47. ISIS: VERIZON WIRELESS, T-MOBILE, AT&T AND DISCOVER ARE WORKING ON A CONTACTLESS PAYMENT SYSTEM VISA AND DEVICE FIDELITY’S IN2PAY IPHONE CASE
  45. 48. People are socializing what, when, and where they’re eating
  46. 54. EPICURIOUS APP
  47. 57. Grill Campaign
  48. 58. Recipes are ubiquitous in the digital space across the web, mobile, and social
  49. 60.
  50. 61.
  51. 62.
  52. 63.
  53. 64.
  54. 65. Digital has become an integral part of the kitchen, meal planning, shopping and preparation
  55. 66.
  56. 70.
  57. 71.
  58. 72. Questions <ul><li>Which of these examples are most inspiring and why? </li></ul><ul><li>Which features and functionality are most relevant to your customer business goals? </li></ul>
  59. 73. Good News For Restaurateurs <ul><li>The playing field has been leveled everyone now has the tools to publish, broadcast, and compete on a grand scale with the big brands </li></ul>
  60. 74. Where Do I Start? <ul><li>“ There are two kinds of people in the world. Those who walk into a room and say, There You Are and those who say, Here I Am …” </li></ul><ul><li>Abigail Van Buren </li></ul>
  61. 75. Where Do I Start? <ul><li>Listen </li></ul><ul><li>Add Value </li></ul><ul><li>No Hard Selling! </li></ul><ul><li>Engage </li></ul><ul><li>Contribute </li></ul><ul><li>Seek To Serve </li></ul><ul><li>Focus on Quality </li></ul>
  62. 76. Social Media Best Practices <ul><li>Give before you take </li></ul>
  63. 77. Social Media Best Practices <ul><li>Give before you take </li></ul><ul><li>Stop thinking tools </li></ul>
  64. 78. Social Media Best Practices <ul><li>Give before you take </li></ul><ul><li>Stop thinking tools </li></ul><ul><li>Your or your product is the marketing </li></ul>
  65. 79. The Big Four
  66. 80. The Big Four Media Shareable All Interconnected
  67. 81. Social Media’s Big Four <ul><li>750 MM Users </li></ul><ul><li>55% Female </li></ul><ul><li>42% 18-34 yrs </li></ul><ul><li>32% $100K </li></ul>
  68. 82. Social Media’s Big Four <ul><li>Online profiles are REALLY important! </li></ul><ul><li>Allow people to figure out who you are and if they can trust you </li></ul>
  69. 83. Social Media’s Big Four <ul><li>Game Changer </li></ul><ul><li>Full integration with almost all websites </li></ul><ul><li>Paid Ads </li></ul>
  70. 85. Social Media’s Big Four <ul><li>200 MM Users </li></ul><ul><li>55% Female </li></ul><ul><li>45% 18-34 yrs </li></ul><ul><li>30% $100K </li></ul>
  71. 86. Social Media’s Big Four <ul><li>Cocktail Party </li></ul><ul><li>Short, 140 character count messaging </li></ul><ul><li>220 Million tweets per day! </li></ul>
  72. 87. Social Media’s Big Four <ul><li>@ 200 MM Viewers </li></ul><ul><li>#2 Search Engine </li></ul><ul><li>2 Billion views per day </li></ul><ul><li>15 minutes spent on the site per day </li></ul>
  73. 88. Social Media’s Big Four <ul><li>List Builder </li></ul><ul><li>Traffic Generator </li></ul><ul><li>Build Your Media Empire </li></ul><ul><li>Inform & Serve Others </li></ul>
  74. 89. Social Media’s Big Four <ul><li>Videos can be automatically translated in 51 different languages! </li></ul>
  75. 90. Social Media’s Big Four <ul><li>101 MM Users </li></ul><ul><li>51% Male </li></ul><ul><li>35-50 yrs =60% </li></ul>
  76. 91. Social Media’s Big Four <ul><li>40% over 100K </li></ul><ul><li>48% College </li></ul><ul><li>27% Grad School </li></ul>
  77. 92. Social Media’s Big Four <ul><li>Groups </li></ul><ul><li>Tap the groups for expertise </li></ul><ul><li>Tap the groups for opinions </li></ul>
  78. 93. Social Media’s Big Four <ul><li>Chock full of lead generation and sales prospecting info </li></ul>
  79. 94. Social Media Perspective <ul><li>It’s About People… </li></ul><ul><li>It’s About Engagement… </li></ul><ul><li>It’s About Conversation… </li></ul><ul><li>It’s About Velocity of Information… </li></ul>TIP !
  80. 95. Social Media Perspective <ul><li>Technology doesn’t change how our brains work </li></ul><ul><li>Social networks are not new </li></ul><ul><li>Simply the online world catching up with our offline world </li></ul>
  81. 96. 7 Step Recipe For Social Media Success
  82. 97. 7 Ingredients For A Killer Social Media Strategy <ul><li>Describe You or Your Business </li></ul><ul><li>Listen </li></ul><ul><li>What is Your Desired Outcome </li></ul><ul><li>Who Are Your Customers & How Do They Use Social Media </li></ul><ul><li>What’s Your One Thing </li></ul><ul><li>Choose Your Platform </li></ul><ul><li>Pick Your Measuring Stick </li></ul>
  83. 98. Social Media Strategy <ul><li>1. What’s Your Pitch/Describe Your Product or Business (in 1 sentence or less) </li></ul>
  84. 99. Social Media Strategy <ul><li>2. LISTEN </li></ul>
  85. 100. Social Media Strategy <ul><li>3. What is your Business Goal? </li></ul>
  86. 101. Social Media Strategy <ul><li>3. What is your Business Goal? </li></ul><ul><ul><li>Brand Awareness </li></ul></ul>
  87. 102. Social Media Strategy <ul><li>3. What is your Business Goal? </li></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Sales </li></ul></ul>
  88. 103. Social Media Strategy <ul><li>3. What is your Business Goal? </li></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Loyalty </li></ul></ul>
  89. 104. Social Media Strategy <ul><li>4. Who Is Your Audience </li></ul>
  90. 105. Social Media Strategy <ul><li>5. How does your audience use Social Media </li></ul>
  91. 106. Social Media Strategy <ul><li>6. What’s Your One Thing </li></ul>
  92. 107. Social Media Strategy <ul><li>7. How Will You Measure Success </li></ul><ul><ul><li>Pick three that matter to you or your company </li></ul></ul>
  93. 108. Social Media Strategy <ul><li>Choose the platform & Humanize The Brand </li></ul>
  94. 109. Social Media Isn’t a Fad… It’s here to stay 900,000 blog posts per day @ 10 million tweets per hour > 30 billion pieces of content shared on Facebook per month
  95. 110. <ul><li>Twitter.com/ChefMarkGarcia </li></ul><ul><li>Linkedin.com/ChefMarkGarcia </li></ul>Thank You Make Sure We Connect: [email_address]
  96. 111. Entire Presentation Is at ChefMarkGarcia.com/unipro Thank You

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