Social media for restaurants

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This is a presentation I recently gave to 50 members of Restaurant and Catering Australia - a rough guide to socialmedia for restaurants.

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Social media for restaurants

  1. 1. <ul><li>Monday 10 October 2011 </li></ul>Restaurant and Catering
  2. 2. <ul><li>How many of you like Urban Spoon reviews? </li></ul><ul><li>How many of you like Good Food Guide reviews? </li></ul><ul><li>Research from Harvard University indicates a 1 star increase in Yelp! Rating increases revenue by 5-9% </li></ul><ul><li>Consumers respond strongly to quality detailed information in reviews </li></ul><ul><li>More at http://www.lastappetite.com/do-online-consumer-reviews-affect-restaurant-demand/ </li></ul><ul><li>Yelp! Launching here soon. </li></ul><ul><li>Read this: http://www.tomatom.com/2011/06/social-media-tips-for-restaurants/ </li></ul>
  3. 3. <ul><li>Nobu was the hottest restaurant in London </li></ul><ul><li>Why isn't it here? </li></ul><ul><li>3 years back I posted a video of Nobu making sushi in 3/4 moves a few days after I recorded it on my Flip recorder. </li></ul><ul><li>Now thanks to Steve Jobs I can upload that immediately. And pics. </li></ul><ul><li>Pictures are the best way to communicate: join Instagram on your iPhone and see it yourself. </li></ul>
  4. 4. <ul><li>Using social media the fastest most direct way to communicate with customers </li></ul><ul><li>But it takes a big investment in time. Daily for 3 to 6 months unless you have magic powers. </li></ul><ul><li>Capital wines: success = 29 tweets a day </li></ul><ul><li>in reality 10 to 20 Tweets a day. Set targets for tweets and finding people to have conversations with. </li></ul><ul><li>You need to have a proper conversation with all your customers. Can I repeat that? </li></ul><ul><li>First look at the current business environment </li></ul>
  5. 5. <ul><li>Consumer optimism lowest since GFC </li></ul><ul><li>Two speed restaurant economy </li></ul><ul><li>What makes a restaurant hot? </li></ul><ul><li>Brand building but being on trend </li></ul><ul><li>Trend = value, lighter meals, casual dining </li></ul><ul><li>Mamasita, anything Andrew McConnell, Chin Chin </li></ul><ul><li>Very good restaurants doing it tough. Up to 50% down </li></ul><ul><li>Marketing is important and social media is the new part of your marketing mix as well as print media etc. </li></ul>
  6. 6. <ul><li>Problem: where to find money for social media investment? </li></ul><ul><li>Digital efficiency. </li></ul><ul><li>Accounts that take feeds from the bank/cards. saasu.com , xero.com . Scan receipts shoeboxed.com.au </li></ul><ul><li>Online bookings Dimmis etc. </li></ul><ul><li>Confirmations by text message </li></ul><ul><li>Value website that works with social media rather than flash animation and fads. </li></ul>
  7. 7. Yourwebsite.com <ul><li>Open source content management Wordpress, Joomla, Drupal </li></ul><ul><li>15% world's websites use Wordpress </li></ul><ul><li>Avoid proprietary systems that lock you in </li></ul><ul><li>Keep your website simple </li></ul><ul><li>Have a Google map rather than a designer map. On the front page. </li></ul><ul><li>Phone number, address. ONLINE BOOKING. On the front page </li></ul><ul><li>No pdfs. Public menu and drinks list on a page. </li></ul><ul><li>People profiles. You are who what makes a restaurant. </li></ul><ul><li>Picture galleries - from flickr.com or Instagram. </li></ul><ul><li>RSS feed. Allows content to be distributed everywhere to Twitter and Facebook. </li></ul><ul><li>Email sign-up. On the front page. </li></ul><ul><li>Social media icons. Facebook like. Send to Twitter. Email to friend. </li></ul>
  8. 8. Make your site bloggy <ul><li>Blogs rank very high in Google search because they encourage links and are keyword rich. </li></ul><ul><li>Recipes rank really highly for Google traffic. Use them on your site (and general promotion on other people’s websites) </li></ul><ul><li>A blog style page can be used as your newsletter if you have RSS (Really Simple Sydication) feed. </li></ul><ul><li>mailchimp.com will make a simple newsletter from an RSS feed. </li></ul><ul><li>Mailchimp then posts newsletter url to Facebook and Twitter. </li></ul>
  9. 9. Simple search engine optimisation <ul><li>Name your posts/pages www.yoursite.com/recipe-for-success so Google can find it. </li></ul><ul><li>NOT: www.yoursite.com/recipe_for_success </li></ul><ul><li>NOT: www.yoursite.com/article.asp?blogID148 </li></ul><ul><li>Name pictures your-picture.jpg </li></ul><ul><li>NOT: 9435678.jpg or your_picture.jpg </li></ul><ul><li>Use keywords known as meta data </li></ul>
  10. 10. Your social real estate <ul><li>Even if you do nothing else get your name of Facebook, Twitter, Flickr, Linkedin page, foursquare. </li></ul><ul><li>And Google Places. </li></ul><ul><li>Also review sites especially Urban Spoon in Melbourne. </li></ul><ul><li>Claiming listing in Urban Spoon gives free ads for one month. Allows reply as restaurant to reviews. </li></ul><ul><li>Yelp! Similar. </li></ul><ul><li>Yelp reviews complex formula based on rating of reviewer. </li></ul><ul><li>Check out the business pages on Urban Spoon, Yelp and Foursquare. </li></ul><ul><li>If you haven’t heard of Foursquare or hyperlocal marketing read this story I wrote: http://knowledge.asb.unsw.edu.au/article.cfm?articleid=1448 </li></ul>
  11. 11. Facebook <ul><li>After 25 likes you can get url www.Facebook.com/your.name </li></ul><ul><li>You need to migrate from a personal profile for your business to a page, otherwise facebook could take you down. </li></ul><ul><li>use an iFrame app to publish your webpages within your Facebook page (allows online bookings etc) </li></ul><ul><li>Ask questions. Talk to people and answer them. </li></ul><ul><li>Competitions asking people to like your page break Facebook's terms of service. </li></ul><ul><li>Add Mailchimp sign-up app </li></ul><ul><li>Upload photo galleries </li></ul><ul><li>Publish Blog posts using Involver app </li></ul><ul><li>Publish twitter to Facebook </li></ul><ul><li>Publish using Instagram </li></ul><ul><li>Publish menus to Facebook page </li></ul>
  12. 12. Twitter <ul><li>Upload background pic. </li></ul><ul><li>Write a proper profile with location on. </li></ul><ul><li>People will only follow if you converse. </li></ul><ul><li>Be funny and interesting. Like at a drinks party. </li></ul><ul><li>Mix with a few retweets. </li></ul><ul><li>Don't just broadcast. </li></ul><ul><li>Wordpress plugin to auto post blog items. </li></ul><ul><li>Find people to follow here http://www.jenius.com.au/top100australianfoodtwitterers/ </li></ul><ul><li>Publish twitter stream on website. And Facebook. And Linkedin. </li></ul>
  13. 13. Flickr <ul><li>Publish galleries of food and drink pics </li></ul><ul><li>Republish gallery on website with RSS </li></ul><ul><li>Make friends </li></ul><ul><li>Comment on pics of your food </li></ul>
  14. 14. Deal sites and vouchers <ul><li>Cheap deals kill brands </li></ul><ul><li>Customers are after cheap not good </li></ul><ul><li>Unlikely to result in repeat customers </li></ul><ul><li>You'll probably lose money </li></ul>
  15. 15. How to do it <ul><li>If nothing else monitor using Google alerts. </li></ul><ul><li>Read your reviews and use the feedback. </li></ul><ul><li>A new role is emerging the community manager either inhouse or part time </li></ul><ul><li>Job = admin of Facebook, Twitter, newsletter... </li></ul><ul><li>Do it yourself if you can make time </li></ul>
  16. 16. Foursquare <ul><li>Grab your business listing </li></ul><ul><li>Geolocation based </li></ul><ul><li>People collect badges </li></ul><ul><li>Make special offers </li></ul>
  17. 17. Finally <ul><li>Listen to social media and act </li></ul><ul><li>Grab your real estate on the top sites </li></ul><ul><li>It takes commitment and effort to EARN your place in the social media space. </li></ul><ul><li>Here are some of the people I have helped http://tomatomedia.com.au/for-whom/ </li></ul><ul><li>[email_address] 0425 736 993 </li></ul>

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