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#IfYouBuildItTheyWillCome
#BarsGetSocial
#IfYouBuildItTheyWillCome? Field of Dreams Video
Lorem Ipsum Dolor
#IfYouBuildItTheyWillCome
❖ Introductions and Cocktail

❖ Overview of social media: how it fits
with other activity and why use it?

❖ Social media ...
Edmund Weil Alan Moss
Arun
Mirchandani
My Social Media Perspective
❖ Building La Clandestine, a very small craft
absinthe brand, through social media.
❖ "Hand-cr...
#IfYouBuildItTheyWillCome
#BarsGetSocial
Overview and analysis of social media for brands and for bars
❖ Overview of social media: how it fits with other branding ...
Overview
❖ Social media should be at the core of how any good
bar presents itself.
❖ Branding and design, great drinks, wo...
Overview
❖ Social media should be at the core of how any good
bar presents itself.
❖ Branding and design, great drinks, wo...
Overview
❖ Social media should be at the core of how any good bar presents
itself.
❖ Branding and design, great drinks, wo...
Why use social media? 

Why should bars use social media?
To build brand imagery.
To share good press and reviews.
To buil...
What is social media? Analysis of different social media
What is social media? Analysis of different social media
What is social media? Analysis of different social media
What is social media? What media do marketing companies use?
What is social media? What media do marketing companies use?
Analysing Social Media
Network Features & Benefits
Facebook Very broad coverage, precise targetting
Twitter Allows inter-a...
Analysing Social Media
Network Who should use it?
Facebook Probably everyone (but need to pay to play)
Twitter If you are ...
Social Media Engagement Rates
Social Media Engagement Rates
POLITICS FASHION
ABSINTHE BARS
Analysing Social Media
Network Who should use it?
Facebook Probably everyone (but need to pay to play)
Twitter If you are ...
What do some of the bigger drinks brands do?

Jose Cuervo
❖Communicating: Events, cocktails, dinner parties (Pinterest)
❖C...
What do some of the bigger drinks brands do?

Ciroc
❖ Communicating: Style, especially via Instagram & Twitter.
❖ Content:...
What do some of the bigger drinks brands do?

Bacardi
❖ Communicating: A lifestyle their market can relate to.
❖ Content: ...
What do some of the bigger drinks brands do?

Jim Beam
❖ Communicating: Quality via images and videos.
❖ Content: Mila Kun...
What do some of the bigger drinks brands do?

Jack Daniels
❖ Communicating: JD values
❖ Content: Story telling approach, g...
What do some of the bigger drinks brands do?

Patron
❖ Communicating: Substance over style.
❖ Content: Virtual reality tou...
What do some great bars do?

Dead Rabbit
❖ Communicating “Bringing the Irish pub into the 21st
century”
❖ Content: great c...
What do some great bars do?

Maison Premiere
Communicating: Oyster House and Cocktail Den (with focus on Absinthe).
100% f...
What do some great bars do?

Smugglers Cove
Communicating: The ultimate destination to experience the world of rum.
Conten...
So...
❖ Develop a Social media plan and strategy, partly for what
it delivers today and even more so for what it can deliv...
La Clandestine Absinthe: Social Media Plan
Plan Summary (Linked to Overall Brand Plan)
Social Media Plan: ....
Social Medi...
Social Media Content
❖ Brand story.
❖ My distiller ...
❖ How to enjoy: cocktail focus.
❖ ...
Measurement Tools
❖ Scores vs...
Edmund Weil: Nightjar & Oriole
❖ Principles
❖ Social Mission
❖ Channels
❖ Content
❖ Facebook Advert Manager
❖ Implementati...
26,000 followers
35,000 likes
8,000 followers
7,500 likes
4,000 followers
600 followers
Edmund Weil: Nightjar & Oriole
6 y...
SOCIAL MEDIA PRINCIPLES
Social Mission - As soon as you enter social media you become a publisher.
What are your values? W...
• Established as a top bar
• Already busy 7 days a week
• Booked out weeks in advance
• Polarising in the industry
• New o...
FACEBOOK
• Ubiquitous behemoth of social media
• Very clever business model; allowed
businesses to grow audiences for free...
INSTAGRAM
- WHOLLY OWNED BY FACEBOOK
(BEST DEAL THEY EVER DID)
- STILL LARGELY UNCURATED –
LIKES AND ENGAGEMENT ARE
ORGANI...
HASHTAGS ON INSTAGRAM
#DRINKSTAGRAM
#DRINKPORN
#THIRSTYTHURSDAY #DRINKOFTHEDAY
TWITTER
CONVERSATIONAL AND INTERACTIVE
NOT AS EFFECTIVE A TOOL AS OTHER
SOCIAL MEDIA; MORE TEXTUAL, LESS
VISUAL. WELL SUIT...
CONTENT

PILLARS
Staff
LIVE MUSIC
REVELRY
FOOD
DRINKS
DRINKS
DRINKS
STAFF
QUALITY OVER QUANTITY
INVEST IN A
DECENT
CAMERA
WITH A FAST
LENS FOR
LOW LIGHT
SITUATIONS
USE YOUR STAFF
AS A RESOURCE –
G...
EXPERIMENT WITH FORMATS & TYPES OF CONTENT
VIDEO IS A BIG FOCUS FOR FACEBOOK AND WILL GENERATE GOOD REACH
USERS’ ATTENTION...
… VIDEOS NEED TO BE ‘SNACKABLE’
CINEMAGRAPHS ARE A GOOD WAY OF GRABBING
USERS’ ATTENTION WITHOUT TESTING IT
LEVERAGE THE SOCIAL REACH OF YOUR STAFF AND PARTNERS
ENGAGE WITH OTHER PAGES AND COMMUNITIES
…. THE BEST RESULTS CAN COME FROM UNEXPECTED PLACES
AGGREGATE
CONTENT
USE ADVERT MANAGER …IF YOU DARE
TARGET YOUR AUDIENCES
DEMOGRAPHICALLY ...
… AND GEOGRAPHICALLY
ANALYSE YOUR RETURN ON INVESTMENT
TEST TEST TEST!
Other social media examples
❖ Artesian (London) and other hotel bars: historic presence via
celebrity bartenders. This can...
SOCIAL Media
❖ We call these the Social Media for a reason: they provide an
opportunity for greater dialogue with your con...
Social Listening
Social Listening, especially on Instagram and
Twitter
❖ Listen and learn.
❖ Your bar may not be on Instagram: but your cus...
Split of Tweets of some Twitter accounts
Brand Tweets Re-tweets Replies Followers
BevMo! 42.5% 14% 43.5% 9.4k
Binny’s 37% ...
Social Listening – Case Study
❖Introduction to process
❖Yelp (and other similar
channels)
❖How to handle Yelp (criticism
a...
Arun Mirchandani
July 20, 2016: Tales of the Cocktail 2016
Leveraging Social Media to

Drive ‘Munkey’ Business
Craft Cockt...
Our Story
❖ Followed personal passion
❖ Established the Munkey brand
❖ Instilled a strong financial discipline / backbone
...
Our Story
Finding Yelp Religion:

Cruising Along….
Avg. Yelp
Rating
$$$
$$
$
Revenue
Finding Yelp Religion:

Whatever…. who cares?
Avg. Yelp
Rating
$$$
$$
$
Revenue
Finding Yelp Religion:

Yikes!
Avg. Yelp
Rating
$$$
$$
$
Revenue
- 17% in $$
Yikes!!!
Finding Yelp Religion:

The Eureka Moment
Avg. Yelp
Rating
$$$
$$
$
Revenue
What about you?
The Research Shows It
Review engines are here to stay - people check them
❖ Increases dialogue
❖ Establishes a relationship
❖ Creates a sense of loyalty
❖ Extends your hospitality
Why does “social...
Common Myths
Myth: People only post if they have something to bitch about.
Fact: 80% of reviews posted are 3-Star or highe...
❖ See your business from your guests’ perspective
❖ Identify trends and improve or sustain them
❖ Be your own ‘undercover ...
Case Study - Trends
Case Study - Trends
Case Study - Trends
Case Study – Action / Remedy
Responding to +’ive & –’ive
Social 101
Site Audience/Purpose Purpose
Hungry Locals Search and purchase based on reviews
Tourists
planning a purchase
Search and p...
Social Listening
Best Practices
What do consumers post about your bar and your competitors?
Are you listening and looking for trends? Or ju...
Review Aggregators - 

Bar Reviews by site
Site Drunken Munkey Junoon Infirmary Seamstress
440 906 231 148
44
4 stars
431
...
Yelp – by the numbers
Staff training to drive “social”*
Goal: Maintain 4.5 Stars
How: Monitor daily data, know where we rank and what risks lie
...
❖ This is your reputation -- Don’t trust anyone else to manage it
❖ It’s never too late to get started -- If we had kept i...
How can bars and drink brands work together on social media
❖ Understand each other’s needs and goals.
❖ Include and tag e...
Measurements
Measurement Tools
Facebook/Google+ Insights
Twitter/Pinterest Analytics
RivalIQ
Simply Measured
Sprout Social
etc.
Get on ...
Summary
❖ We are all learning but the best results
for us come from planning, analysing,
and evolving our social media pra...
Questions
#IfYouBuildItTheyWillCome #BarsGetSocial
#IfYouBuildItTheyWillCome #BarsGetSocial
#IfYouBuildItTheyWillCome #BarsGetSocial
#IfYouBuildItTheyWillCome #BarsGetSocial
#IfYouBuildItTheyWillCome #BarsGetSocial
#IfYouBuildItTheyWillCome #BarsGetSocial
#IfYouBuildItTheyWillCome #BarsGetSocial
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Tales of the Cocktail 2016

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#IfYouBuildItTheyWillCome #BarsGetSocial

  1. 1. #IfYouBuildItTheyWillCome #BarsGetSocial
  2. 2. #IfYouBuildItTheyWillCome? Field of Dreams Video
  3. 3. Lorem Ipsum Dolor #IfYouBuildItTheyWillCome
  4. 4. ❖ Introductions and Cocktail
 ❖ Overview of social media: how it fits with other activity and why use it?
 ❖ Social media activity of the big drinks brands ... and some great bars.
 ❖ Nightjar and Oriole: Classic use of social media ❖ Social Listening ❖ Drunken Munkey: Yelp ❖ Q & A Building our presentation
  5. 5. Edmund Weil Alan Moss Arun Mirchandani
  6. 6. My Social Media Perspective ❖ Building La Clandestine, a very small craft absinthe brand, through social media. ❖ "Hand-crafted absinthe since 1935; hand- crafted tweets since 2009." ❖ Long-term brand building strategy. ❖ Additional focus on interaction (posting, listening, conversing). ❖ Planning, implementation, analysis, review, adapting ... and repeating. ❖ More recent role in building a Pro-EU brand: shaking up my own perspectives!
  7. 7. #IfYouBuildItTheyWillCome #BarsGetSocial
  8. 8. Overview and analysis of social media for brands and for bars ❖ Overview of social media: how it fits with other branding and marketing activity.
 ❖ What is social media? Analysis of different social media
 ❖ Why use social media? Why should bars use social media?
 ❖ Social media activity of the bigger drinks brands and of some great bars
  9. 9. Overview ❖ Social media should be at the core of how any good bar presents itself. ❖ Branding and design, great drinks, wonderful ambience and the best staff will help get your bar started: social media within an overall communications strategy will take your bar to the next level. ❖ You should have a Social media plan, strategy, and tactics. ❖ It is SOCIAL media, not just different media; listening and conversing is important too. ❖ Maybe too important to leave to junior staff or an outside agency (unless they really understand and care about you/your category) . ❖ And make sure you know how to handle criticism for any mistakes.
  10. 10. Overview ❖ Social media should be at the core of how any good bar presents itself. ❖ Branding and design, great drinks, wonderful ambience and the best staff will help get your bar started: social media within an overall communications strategy will take your bar to the next level. ❖ You should have a Social media plan, strategy, and tactics. ❖ It is SOCIAL media, not just different media; listening and conversing is important too. ❖ Maybe too important to leave to junior staff or an outside agency (unless they really understand and care about you/your category) . ❖ And make sure you know how to handle criticism for any mistakes.
  11. 11. Overview ❖ Social media should be at the core of how any good bar presents itself. ❖ Branding and design, great drinks, wonderful ambience and the best staff will help get your bar started: social media within an overall communications strategy will take your bar to the next level. ❖ You should have a Social media plan, strategy, and tactics. ❖ It is SOCIAL media, not just different media; listening and conversing is important too. ❖ Maybe too important to leave to junior staff or an outside agency (unless they really understand and care about you/your category ❖ And make sure you know how to handle criticism for any mistakes. ❖ Social media is the best and most cost-effective way to communicate your bar's essence, what it offers potential customers..
  12. 12. Why use social media? 
 Why should bars use social media? To build brand imagery. To share good press and reviews. To build customer relationships with engaging/informative posts (3x the number of promotional posts?) To build trial, repeat purchase and profits … .. and traffic. To promote events, news, new menus and cocktails, etc. Including exclusive offers.
  13. 13. What is social media? Analysis of different social media
  14. 14. What is social media? Analysis of different social media
  15. 15. What is social media? Analysis of different social media
  16. 16. What is social media? What media do marketing companies use?
  17. 17. What is social media? What media do marketing companies use?
  18. 18. Analysing Social Media Network Features & Benefits Facebook Very broad coverage, precise targetting Twitter Allows inter-action brands > bars > consumers LinkedIn B2B; target local companies; staff retention etc. Google Plus Maybe good for SEO & locations. You Tube Videos/channels: can disseminate info. Pinterest Female bias; good for recipes. Instagram Very visual; good for telling a story. Forums? Groups? Can learn from/influence like-minded people. Yelp etc. Focus on listening and response.
  19. 19. Analysing Social Media Network Who should use it? Facebook Probably everyone (but need to pay to play) Twitter If you are willing to listen/respond/converse LinkedIn For Business Networking & local B2B. Google Plus To boost SEO & location info. You Tube Anyone making great drinks! Pinterest Possibly to attract women (to get men!) Instagram If you have a great visual story Forums? Groups? FB Groups to complement FB brand? Yelp etc. If you are willing to listen/respond.
  20. 20. Social Media Engagement Rates
  21. 21. Social Media Engagement Rates POLITICS FASHION ABSINTHE BARS
  22. 22. Analysing Social Media Network Who should use it? Facebook Probably everyone (but need to pay to play) Twitter If you are willing to listen/respond/converse LinkedIn For Business Networking & local B2B. Google Plus To boost SEO & location info. You Tube Anyone making great drinks! Pinterest Possibly to attract women (to get men!) Instagram If you have a great visual story Forums FB Groups to complement FB brand? Yelp If you are willing to listen/respond.
  23. 23. What do some of the bigger drinks brands do?
 Jose Cuervo ❖Communicating: Events, cocktails, dinner parties (Pinterest) ❖Content: videos and humour
  24. 24. What do some of the bigger drinks brands do?
 Ciroc ❖ Communicating: Style, especially via Instagram & Twitter. ❖ Content: Events, leveraging brand ambassadors
  25. 25. What do some of the bigger drinks brands do?
 Bacardi ❖ Communicating: A lifestyle their market can relate to. ❖ Content: A platform for music and bands via Twitter & Instagram. Linking on- and off-line
  26. 26. What do some of the bigger drinks brands do?
 Jim Beam ❖ Communicating: Quality via images and videos. ❖ Content: Mila Kunis videos. Highly visual on Twitter and now on Snapchat
  27. 27. What do some of the bigger drinks brands do?
 Jack Daniels ❖ Communicating: JD values ❖ Content: Story telling approach, good CRM, music.
  28. 28. What do some of the bigger drinks brands do?
 Patron ❖ Communicating: Substance over style. ❖ Content: Virtual reality tours of Hacienda Patron via Oculus & Periscope. Roca on the Rails
  29. 29. What do some great bars do?
 Dead Rabbit ❖ Communicating “Bringing the Irish pub into the 21st century” ❖ Content: great cocktails and beer served by real Irish personalities (and their friends). ❖ Strong story telling, especially on Instagram, backed by personal posts.
  30. 30. What do some great bars do?
 Maison Premiere Communicating: Oyster House and Cocktail Den (with focus on Absinthe). 100% focus on Instagram with more engagement here than other great bars have with several channels. Content: Beautiful photos of food & cocktails.
  31. 31. What do some great bars do?
 Smugglers Cove Communicating: The ultimate destination to experience the world of rum. Content: Almost 100% focus on drinks. Learning fast on Instagram, encouraging customers to enter photo competition
  32. 32. So... ❖ Develop a Social media plan and strategy, partly for what it delivers today and even more so for what it can deliver tomorrow. ❖ Reflecting and enhancing your overall plan, positioning, USP. ❖ Plan for which channels to use/focus on. ❖ Plan your social media campaign ahead: a week, a month, a year. ❖ Get organised ❖ Implement ❖ Listen ❖ Analyse, Learn, Adapt ❖ Repeat
  33. 33. La Clandestine Absinthe: Social Media Plan Plan Summary (Linked to Overall Brand Plan) Social Media Plan: .... Social Media Strategy .... The Plan 
 Plan Implement Analyse, Learn, Adapt Repeat
  34. 34. Social Media Content ❖ Brand story. ❖ My distiller ... ❖ How to enjoy: cocktail focus. ❖ ... Measurement Tools ❖ Scores vs. key competitors ❖ Number of followers on all key channels vs. key competitors. ❖ Growth in number of followers in last month and last year vs. same competitors. ❖ Engagement (likes, comments, shares )in last month vs. same competitors. ❖ Engagement as % of followers vs. same competitors.
  35. 35. Edmund Weil: Nightjar & Oriole ❖ Principles ❖ Social Mission ❖ Channels ❖ Content ❖ Facebook Advert Manager ❖ Implementation ❖ Analysis
  36. 36. 26,000 followers 35,000 likes 8,000 followers 7,500 likes 4,000 followers 600 followers Edmund Weil: Nightjar & Oriole 6 years in business 9 months in business
  37. 37. SOCIAL MEDIA PRINCIPLES Social Mission - As soon as you enter social media you become a publisher. What are your values? What do you bring to the table? Planning – when and how often will you post. On which platforms? How far ahead will you plan your posts? Make a Social Calendar. Communication - Hospitality is a highly sensorial industry. Social media is not. So how are you going to communicate what makes you successful into an online presence? Delight - How will you delight and engage your users and followers? Tone - If your business was a magazine, what type would it be, what would be the editorial style. WHO IS YOUR AUDIENCE? Content – What’s going to be your front page news?
  38. 38. • Established as a top bar • Already busy 7 days a week • Booked out weeks in advance • Polarising in the industry • New opening • 120 covers • Less footfall • High level of expectation • High aspirations Position ourselves as one of the World’s Best Bars Create and maintain a Revered Cocktail Brand Communicate the character of the bar and the team; Highlight the best of the brand Develop a Fanbase we can Leverage BUMS ON SEATS !! Communicate quality Introduce the team Promote Individual Events Target local businesses and residents SOCIAL MISSIONS
  39. 39. FACEBOOK • Ubiquitous behemoth of social media • Very clever business model; allowed businesses to grow audiences for free, then made them pay to reach them. • BUT gives you unrivalled access to audiences and marketing data that traditionally would have come very expensively • Capricious algorithms – always going after new audiences/formats: eg photos to videos (compete with youtube); videos to live stream (Periscope/snapchat)
  40. 40. INSTAGRAM - WHOLLY OWNED BY FACEBOOK (BEST DEAL THEY EVER DID) - STILL LARGELY UNCURATED – LIKES AND ENGAGEMENT ARE ORGANIC. - VISUAL IS KING - THE MOST EFFECTIVE WAY TO GENERATE INSTANT ENGAGEMENT - REQUIRES A STRATEGIC APPROACH TO GROW A FOLLOWING - REPOSTING - FOLLOWING - REPLYING - #HASHTAGS#
  41. 41. HASHTAGS ON INSTAGRAM #DRINKSTAGRAM #DRINKPORN #THIRSTYTHURSDAY #DRINKOFTHEDAY
  42. 42. TWITTER CONVERSATIONAL AND INTERACTIVE NOT AS EFFECTIVE A TOOL AS OTHER SOCIAL MEDIA; MORE TEXTUAL, LESS VISUAL. WELL SUITED TO HOSPITALITY? ENGAGEMENT IS HARD TO GAUGE – LIKES/ RETWEETS INFREQUENT CAN BE A GOOD WAY TO SHOW CUSTOMERS YOU ARE LISTENING DYING A DEATH? RELEVANCE IS ARGUABLY ON THE WANE.
  43. 43. CONTENT
 PILLARS Staff LIVE MUSIC REVELRY FOOD DRINKS DRINKS DRINKS STAFF
  44. 44. QUALITY OVER QUANTITY INVEST IN A DECENT CAMERA WITH A FAST LENS FOR LOW LIGHT SITUATIONS USE YOUR STAFF AS A RESOURCE – GET THEM BASIC TRAINING ON CREATING GOOD IMAGES LOOK OUT FOR BEAUTIFUL IMAGES CREATED BY GUESTS AND REPOST (WITH CREDIT/ ATTRIBUTION ) PUT A BUDGET BEHIND PROFESSIONAL PHOTOGRAPHY AND/OR VIDEOGRAPHY – THERE IS NO SUBSTITUTE!
  45. 45. EXPERIMENT WITH FORMATS & TYPES OF CONTENT VIDEO IS A BIG FOCUS FOR FACEBOOK AND WILL GENERATE GOOD REACH USERS’ ATTENTION SPANS ARE USUALLY SHORT AND THERE IS A STEEP DROP-OFF AFTER 15 SECONDS BUT …
  46. 46. … VIDEOS NEED TO BE ‘SNACKABLE’ CINEMAGRAPHS ARE A GOOD WAY OF GRABBING USERS’ ATTENTION WITHOUT TESTING IT
  47. 47. LEVERAGE THE SOCIAL REACH OF YOUR STAFF AND PARTNERS
  48. 48. ENGAGE WITH OTHER PAGES AND COMMUNITIES
  49. 49. …. THE BEST RESULTS CAN COME FROM UNEXPECTED PLACES
  50. 50. AGGREGATE CONTENT
  51. 51. USE ADVERT MANAGER …IF YOU DARE
  52. 52. TARGET YOUR AUDIENCES DEMOGRAPHICALLY ...
  53. 53. … AND GEOGRAPHICALLY
  54. 54. ANALYSE YOUR RETURN ON INVESTMENT TEST TEST TEST!
  55. 55. Other social media examples ❖ Artesian (London) and other hotel bars: historic presence via celebrity bartenders. This can be an issue if they leave! ❖ Opinion formers, e.g. MacCocktail: A key drinks opinion former with more than 280,000 Twitter followers; also on Instagram. More engagement than any major bar! Look out for opinion formers like him and “work” with them. ❖ Social listening …

  56. 56. SOCIAL Media ❖ We call these the Social Media for a reason: they provide an opportunity for greater dialogue with your consumers (and, for brands, your trade customers) than you might otherwise have. ❖ To use them just to post one-way messages may be counter- productive, especially if consumer/customer messages are ignored. ❖ Reply promptly: 83% of inbound questions are not replied to. ❖ Establishing a relationship with your followers and creating a sense of loyalty ❖ And, at a SOCIAL gathering, who wants to spend time with the person going, "Me, me, me?"
  57. 57. Social Listening
  58. 58. Social Listening, especially on Instagram and Twitter ❖ Listen and learn. ❖ Your bar may not be on Instagram: but your customers have put you there (hashtags, place tags) ❖ What do consumers say, ask and post about your bar and your competitors (they post photos with two or more drinks, groups drinking them; bars usually post photos with one drink and no/few people). ❖ Maybe consumers need help, maybe not. ❖ Thank them and share great photos and comments. ❖ Monitor competitor activity, and capitalise on them. ❖ Are you listening, or just talking ….
  59. 59. Split of Tweets of some Twitter accounts Brand Tweets Re-tweets Replies Followers BevMo! 42.5% 14% 43.5% 9.4k Binny’s 37% 7.5% 55.5% 17k Nightjar 29.5% 51.5% 19% 8.1k Savoy 20.5% 23.5% 56% 58k 50 Shades of Sex 100% 0% 0% 209k Social Media Tips 100% 0% 0% 35k Good listeners Spammers?
  60. 60. Social Listening – Case Study ❖Introduction to process ❖Yelp (and other similar channels) ❖How to handle Yelp (criticism and praise) ❖Process & results ❖Benefits
  61. 61. Arun Mirchandani July 20, 2016: Tales of the Cocktail 2016 Leveraging Social Media to
 Drive ‘Munkey’ Business Craft Cocktails & Indian Cooking
  62. 62. Our Story ❖ Followed personal passion ❖ Established the Munkey brand ❖ Instilled a strong financial discipline / backbone ❖ Learned the importance of a social presence
  63. 63. Our Story
  64. 64. Finding Yelp Religion:
 Cruising Along…. Avg. Yelp Rating $$$ $$ $ Revenue
  65. 65. Finding Yelp Religion:
 Whatever…. who cares? Avg. Yelp Rating $$$ $$ $ Revenue
  66. 66. Finding Yelp Religion:
 Yikes! Avg. Yelp Rating $$$ $$ $ Revenue - 17% in $$ Yikes!!!
  67. 67. Finding Yelp Religion:
 The Eureka Moment Avg. Yelp Rating $$$ $$ $ Revenue
  68. 68. What about you? The Research Shows It Review engines are here to stay - people check them
  69. 69. ❖ Increases dialogue ❖ Establishes a relationship ❖ Creates a sense of loyalty ❖ Extends your hospitality Why does “social” matter?
  70. 70. Common Myths Myth: People only post if they have something to bitch about. Fact: 80% of reviews posted are 3-Star or higher Myth: Bar owners pay to have bad reviews taken down Fact: Not true. Learn to play the game and use to your advantage. Respond. Reply. Engage.
  71. 71. ❖ See your business from your guests’ perspective ❖ Identify trends and improve or sustain them ❖ Be your own ‘undercover boss’ - ❖ Exchange your 'owner' hat for a 'guest' hat ❖ Engage your clientele by responding – ex. You overhear a negative conversation about your bar. Wouldn’t you want to know more? Using Yelp to 

  72. 72. Case Study - Trends
  73. 73. Case Study - Trends
  74. 74. Case Study - Trends
  75. 75. Case Study – Action / Remedy
  76. 76. Responding to +’ive & –’ive
  77. 77. Social 101
  78. 78. Site Audience/Purpose Purpose Hungry Locals Search and purchase based on reviews Tourists planning a purchase Search and purchase based on reviews Active search for anything Search only when they know you Google your business and see what comes up. Likely takes you to restaurant’s homepage or Yelp Passive search when bored or regulars Primary info page for photos, menus, events, promotions, etc. Build a following of “online regulars”. However, you don’t use FB for “Find me a bar in New Orleans” Passive search when bored or regulars Experience/story pages for consumers. Social 101*
  79. 79. Social Listening
  80. 80. Best Practices What do consumers post about your bar and your competitors? Are you listening and looking for trends? Or just talking? ❖ LISTEN, learn and ENGAGE - 83% of questions don’t receive a reply ❖ It’s not personal ❖ If you respond: - Reply promptly - Always THANK them (even for criticism) ❖ SHARE great photos and comments ❖ MONITOR and capitalize on competitor activity
  81. 81. Review Aggregators - 
 Bar Reviews by site Site Drunken Munkey Junoon Infirmary Seamstress 440 906 231 148 44 4 stars 431 4 stars 27 4.5 stars 19 4.5 stars 39 3.9 stars 233 4 stars 29 4.7 stars 24 4.5 stars 96 4.8 stars 1,176 4.4 stars 95 4.8 stars 42 4.9 stars
  82. 82. Yelp – by the numbers
  83. 83. Staff training to drive “social”* Goal: Maintain 4.5 Stars How: Monitor daily data, know where we rank and what risks lie ahead Ex. We needed approx. 7 x 5-star reviews to get back to _____ ❖ Create a reason for guests to talk about your bar on Yelp since we cannot post anything there. - FOKK Program ❖ “How did you hear about us?” ❖ Don’t just post -- create a social environment where others want to engage ❖ Encourage great service – Most messages revolve around unique or better-than-expected service. ❖ RESULT: Direct impact on all pockets -- A half-star loss has a $1,000 +/- per day revenue impact on DM.
  84. 84. ❖ This is your reputation -- Don’t trust anyone else to manage it ❖ It’s never too late to get started -- If we had kept it up with Bar & Books, we’d be in a different place today ❖ Be consistent and clear across all social media channels ❖ Use it to grow and improve your bar CHEERS!!! Summary
  85. 85. How can bars and drink brands work together on social media ❖ Understand each other’s needs and goals. ❖ Include and tag each other in photos and posts. Big brands may prefer to work with big name bars, so smaller name bars might prefer to work with niche brands? ❖ Agencies may not help the process, so work directly. ❖ Run promotions together.
  86. 86. Measurements
  87. 87. Measurement Tools Facebook/Google+ Insights Twitter/Pinterest Analytics RivalIQ Simply Measured Sprout Social etc. Get on their free newsletters and see if they might meet your needs.
  88. 88. Summary ❖ We are all learning but the best results for us come from planning, analysing, and evolving our social media practices. ❖ Facebook advertising is great value and essential. ❖ Instagram is increasingly important for visual brands with a strong story to tell. ❖ All bars and restaurants should examine Yelp (or similar). ❖ The Facebook group continues: https://www.facebook.com/groups/ SocialMediaForBars/
  89. 89. Questions

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