restaurants owners eating up social media 2011
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Presented by:Hillary BresslerFounder, CEO
.Com MarketingA Top 100 Interactive Agency
Nationwidewww.commarketing.com
1.866.266.6584
Restaurants Eating UpSocial Media
Presented by:Hillary BresslerFounder, CEO
.Com Marketingwww.commarketing.com
1.866.266.6584
It’s Okay To Be Confused
Years to Reach 50 Million Users
• Radio- 38 Years
• TV- 13 Years
• Internet- 4 Years
• iPod- 3 Years
• Facebook adds 100 Million Users in 9 months
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
78% of consumers trust peer recommendations
Only 14% trust advertisements
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
The Fastest Growing Segment on Facebook is 55-65 year old Females
Average user spends more than 55 minutes per day on Facebook
39% Of all
mobile users have
smartphones
80% of Twitter updates are on mobile devices.
Imagine what that means for bad customer experiences.
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
Kim Kardashian gets $10k per tweet
Social Media is about
the relationships
http://www.flickr.com/photos/sarcastickiss/2612302754/
Define Your
Social Media
Strategy
Not news that marketers increasing focus on social and mobile—but email, too
“People are communicating more over social networks and to stay relevant you have to be where your
customers’ are.”
Sprinkles Cupcakes
Every day Sprinkles posts a word or phrase that a specified number of customers can use to get a
free cupcake. They have 133,000 fans.
Twitter Exclusive Coupons
• Twitter-exclusive coupons for customers to print out and redeem at store.
• Twitter coupon campaigns brought
in 68.60% of total
dollar sales.
Tracking Sales
Specific codes for each coupon are entered into the point of sale cash registers at tasti locations to enable the tracking of coupon conversions and the resulting sales.
Negative Effects on United from Social Media
• Over 8.5 million views
• Stock prices dip 10% resulting in $180 million
• Appeared on ABC’s The View
• Time Magazine’s Top Viral Video’s of 2009
• 2 more videos to be produced
As of 5/29/10
Positive of Social Media
• Budget of $50 to start
• Over 134 million views
• 700% increase in sales
As of 5/29/10
Social Media Challenges
• It should not be done instead of proven fundamentals ( SEO, Well Designed Websites)
• It is not “free”
• It is difficult to monetize
• Find a focus and identify the goals
• Create relevant content
• Become an indispensable source of information
Social Media Tips
• Jump in and familiarize yourself in using social networking, even if you have to do it first in your personal life.
• Get the support and buy-in of everyone in the company
Social Media Tips
Dealing with Bad Reviews
Dealing with complaints
• Address negative comments very quickly.
• Have a process in place to resolve the issue directly.
• The company should respond once in public, and if the person stays negative, they switch to DM and then to email or phone if needed.
• It is a chance to turn someone into an ambassador of the brand.
This customer was one out of many great reviews. Leaving bad reviews up there makes this review page much more
real and authentic. This is a good example of how a company responded to show they care.
75%of Brand ‘Likes’ on Facebook come from advertisements.
Mashable 2010
Crandon, Wisconsin which has a population of 1,961 people now has 1,500 fans on their
Facebook page.
Simple offline marketing to drive fans by
giving benefits to join.
How Restaurants Use Social Media
The goal of social media for restaurants should be to
build frequency.
4%of smartphone owners have
tried location based services.
Forester 2011
Location Based Services
Gowalla, Foursquare and Loopt, Scvngr are reaching people in
their 20s and 30s who frequently use their mobile phones to flag
their presence at a specific spot, and to notify friends of their
location.
This sushi restaurant rewards it’s mayor on Foursquare.
130friends that the average person
Has on Facebook.
Forester 2011
2-11-11Facebook Deals gives you the opportunity to earn great rewards when you check in on Facebook at your favorite businesses, organizations, and events.
70%of people aged 19-35 have used
location based services.
Forester 2011
Instead of attracting customers with deals, many restaurants strive to use social media for a tailored, personal experience.
People love to go into a restaurant or bar and know the owner or the chef.
Reveal How Dishes Are Made
Allow people at home to feel more involved and engaged with that you are trying to deliver.
Get To Know Your Chefs
People love to learn about cooking. Be theExpert.
That’s why chefs like Joanne Chang of Boston’s Myers and Chang and Flour Bakery personally tweet photos of the kitchen staff at work.
If you’re in a PR firm, you’re not going to get the same feel.
Opening Communication Between Diners and Chefs
The more you know about who is coming into your restaurant, the better you will be able to make them feel happy,
Play Your Strengths Whether it’s quality, convenience, your image, or low prices, social media provides ways to simply and effectively play to your strengths.
Fast food leaders Chipotle and Pizza Hut have both implemented applications for ordering through the iPhone.
These particular applications play to the strength of the fast food industry — convenience.
Carl’s Jr. and Hardee’s are targeting consumers that lets them earn rewards for checking in at the fast food restaurants.
GPS- app that drive checkins, social media interfaces, a restaurant locator and rewards.
The first and fourth checkin at the restaurant gives a user the chance to take a spin on The Wheel of Awesome.
v
Hillary Bressler
CEO/Founder of .Com MarketingEmail: bressler@commarketing.com
Web: www.commarketing.com
Phone: 407.774.4604 ext 203
@commarketing
@hillarybressler
Find My Presentation Today!
www.slideshare.net/hillarybressler
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