Ignite Presentation - Jennifer Hancox


Published on

PDX DMC 2011 Ignite Series - Jennifer Hancox\'s presentation

  • Be the first to comment

  • Be the first to like this

Ignite Presentation - Jennifer Hancox

  1. 1. Social Media for Bars & Restaurants <ul><li>“ The Disconnect” </li></ul><ul><li>by: Jennifer Hancox </li></ul>
  2. 2. The problem: <ul><li>Customers use technology and Social Media constantly and consistently to research any number of topics for their daily lives </li></ul><ul><li>Restaurants need customers but are notoriously slow to adopt new technologies </li></ul>
  3. 3. Unit Location <ul><li>Restaurant / Bar: </li></ul><ul><li>We need to fill seats on slow nights. </li></ul><ul><li>A large party just cancelled. How can we get more guests TONIGHT? </li></ul><ul><li>I can’t afford regular advertising. What can I do that’s cheap? </li></ul>
  4. 4. User <ul><li>Customer or ‘Guest’: </li></ul><ul><li>while on their phone – in the car, on the bus, before they leave the house… </li></ul><ul><li>Where’s the nearest Sports bar for the game? </li></ul><ul><li>What’s the name of that wine bar on Broadway? Are they open today - Sunday? </li></ul><ul><li>What’s their menu like? Vegan options? </li></ul>
  5. 5. The ‘Disconnect’ <ul><li>Restaurant Owner/Manager: </li></ul><ul><li>“ I don’t use this so my customers probably don’t either”. </li></ul><ul><li>“ I don’t have time for this BS. I barely have time to run the restaurant/bar.” </li></ul><ul><li>“ I already have a web site that has all of our information. Why do I need ‘social media’?” </li></ul>
  6. 6. Social Media “ Is it like a pet? Do I need to take care of it?”
  7. 7. The perception… from Restaurateurs POV <ul><li>Social Media is: </li></ul><ul><li>Too hard </li></ul><ul><li>Takes too much time </li></ul><ul><li>Needs to be constantly monitored </li></ul><ul><li>Requires money/subscription/software </li></ul><ul><li>You need a consultant/expert to do it for you. (heh heh…) </li></ul>
  8. 8. What is Social Media? <ul><li>Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings – user generated . </li></ul><ul><li>Not strictly ‘internet’ or ‘computer’ marketing. It is dealing with *people* and speaking to them in their chosen environment. </li></ul>
  9. 9. Restaurants and Bars? <ul><li>Social environments (with food! and drinks!) </li></ul><ul><li>Speak and ‘connect’ with more people in one shift that most people do in a week or month </li></ul><ul><li>Constantly communicating information to guests, staff and community </li></ul><ul><li>It is dealing with *people* and speaking to them in while in your environment. </li></ul>
  10. 10. Overcoming the ‘Disconnect’ – Updates and Posting <ul><li>Who: </li></ul><ul><ul><li>Anyone: owner, manager, chef/sous or a responsible staffer </li></ul></ul><ul><ul><li>Assigned to the opening or closing manager at start of shift – as part of their regular duties for consistency </li></ul></ul>
  11. 11. Updates and Postings – when, how, who <ul><li>Who: </li></ul><ul><ul><li>Have more than one person participate </li></ul></ul><ul><ul><ul><li>This helps to spread the responsibility </li></ul></ul></ul><ul><ul><ul><li>It also prevents a lag in updates if someone leaves the company </li></ul></ul></ul>
  12. 12. Updates and Postings – when, how, who <ul><li>When: </li></ul><ul><ul><li>As often as possible to communicate your business, but not too much! </li></ul></ul><ul><ul><li>Facebook/LinkedIn updates should happen at least ONCE per week </li></ul></ul><ul><ul><li>Twitter gets best results with 1-4 times per day . NO more! </li></ul></ul>
  13. 13. Updates and Postings – when, how, who <ul><li>How: </li></ul><ul><ul><li>Check daily just like you check your phone messages, email, or counting the cash drawers </li></ul></ul><ul><ul><li>Link all your updates (FB, LI, Twitter) </li></ul></ul><ul><ul><li>DMs and @replies sent as a text message to a manager phone – for immediate response to guest </li></ul></ul>
  14. 14. Upkeep and Time Commitment <ul><li>It is important to keep your Social sites updated </li></ul><ul><ul><li>10 minutes per day – maximum </li></ul></ul><ul><ul><li>(An easy time measurement for restaurant people) </li></ul></ul><ul><li>Posts that are relevant – weather, weekend events, holidays. </li></ul><ul><ul><li>Ex. “Raining? Clam chowder at Joe’s!” </li></ul></ul><ul><ul><li>Ex. “Book your holiday party with us!” </li></ul></ul>
  15. 15. Upkeep and Time Commitment <ul><li>Engage guests instead of speaking at them </li></ul><ul><ul><li>“ Thanks for the compliment @pdxjenh! The heated patio is a big hit!” </li></ul></ul><ul><ul><li>“ By popular request – Pear Crisp is back on the menu!” </li></ul></ul><ul><li>Text message responses – for upkeep and engagement, spontaneous replies </li></ul>
  16. 16. Is It Worth It? <ul><li>What is the Return on Investment for Social Media? </li></ul><ul><li>The softer side… </li></ul><ul><li>Guest interaction – personal, specific, attentive, feel-good, social </li></ul><ul><li>Manager/staff awareness – shows that you care about the business </li></ul><ul><li>Reaching your target audience – and their followers </li></ul>
  17. 17. Is It Worth It? …Really? <ul><li>What is the Return on Investment (ROI) for Social Media? </li></ul><ul><li>Cold, hard cash… </li></ul><ul><li>Free vs Paid advertising (one time, one publication) </li></ul><ul><li>Constant, focused advertising specific to your business </li></ul><ul><li>Time spent (5-10 minutes per day) </li></ul><ul><li>Competition – see what they are doing and counteract it. </li></ul>
  18. 18. If you need the ‘numbers’… <ul><li>There are many programs that can track followers, click ‘thrus’, conversions stats. </li></ul><ul><li>Mostly for larger restaurant groups or very active users. </li></ul><ul><li>NOTE: Don’t get too focused on those numbers – it is the IMPACT on the business that you want , not ‘stats’. </li></ul>
  19. 19. “ big victories are actually comprised of lots of tiny wins”
  20. 20. THANK YOU! <ul><li>Jennifer Hancox </li></ul><ul><li>Website:     http://jenniferhancox.com/   </li></ul><ul><li>Twitter:      @pdxJenH   </li></ul><ul><li>Linkedin:     Jennifer Hancox </li></ul><ul><li>Facebook:  Jennifer Hancox Restaurant Training </li></ul>