Presented by Jennifer DeMarco Herskind, Assistant Vice President of Marketing, Dave & Buster's and Michael Harrison, Chief Strategy Officer, RAZOR As more brands leap into the social space, engaging with customers is a primary focus when looking to gain recognition online. Dave & Buster's, with 57 restaurant locations across the US and Canada, took its first steps into social media in 2009 and has since grown its audience using Facebook, Twitter and YouTube. Building relationships with customers in a space where transparency is expected and interactions are public has provided Dave and Buster's with unique experiences in online engagement and customer service. Jennifer DeMarco Herskind, Assistant Vice President of Marketing for Dave & Buster's will explore the challenges and successes of engaging with users to create a fun experience in social media.

1. Dave & Buster’s
Fun in the Social Space
Alterian Summit
Tuesday, August 17, 2010
Presented by Jennifer DeMarco Herskind
Assistant Vice President of Marketing
1

2. Why Are We Online – in General?
18-24 & 25-34 year-olds go online first
for info on dining and entertainment options.
 59% of Casual Diners go online to look for restaurants in their area.
 58% of Casual Diners go online to look for coupons or special offers.
 47% of Casual Diners go online to decide where to eat lunch or dinner.
Online is the #1 channel used during the day, when consumers are choosing where
to eat.
(35% decide during work hours)
Click Here to See all the Presentations
From Alterian’s Engaging Times Summit
Source: Online Testing Exchange Restaurant Survey, April 2009. *D&B Customer Segmentation 2
Study, Razor January 2010

3. Why did we need to be in Social Media?
Click Here to See all the Presentations
From Alterian’s Engaging Times Summit
3

4. Fad or Fundamental Shift?
Users spend more time on social networks in an average day
than they do on Google and Yahoo!*
Reach 3 Mo Chg Time on Site (min/day)
Google 30.6% 9.9% 8.3%
Yahoo! 26.4% 0.7% 10.1%
YouTube 17.6% 4.8% 23.4%
facebook 16.6% 32.3% 25.4%
Click Here to See all the Presentations
From Alterian’s Engaging Times Summit
Source: Online Testing Exchange Restaurant Survey, April 2009 4
* ExactTarget Whitepaper: Expanding the Reach of Email Through Social Networks

5. Social Fits into our Engagement Goals
Engage Current Enable New
Customers Customers
• Drive Repeat • Drive Trial
• Build stronger relationships • Target/Acquire “like” customers
• Know customers better • Establish presence where customers are
• Deliver relevant messaging vs.. “one size fits all” searching for food & entertainment
Incent
More Relevant Message,
More Relevant Value,
Right Time – Right Place
5

6. The Role of Social for D&B
Understand the customer / Address Complaints
Keep D&B relevant and top of mind
Drive traffic to stores
Engage customers/Own PLAY
Increase Sales / Build the Brand
6

7. Launched Social Initiatives in July 2009
• Facebook, twitter, youtube, myspace
7

8. Our Social Media Engagement Methodology
1. Effective customer service
2. Building community
Creating Advocates
Implementing push & pull messaging
3. Monitoring daily and responding instantly
4. Ensuring brand recognition & consistency
5. Measure Success
Click Here to See all the Presentations
From Alterian’s Engaging Times Summit
8

9. Customer Service
• Keys to customer service:
– Respond quickly
– Take the conversation private
– Provide a concrete resolution
9

10. Use Customer Service to
Create Brand Advocates
• Recognize and answer legitimate customer
complaints and questions to create
community and brand advocates
– Use guest interactions as an opportunity to
turn complaints around
– Our most vocal complainers have become
our most ardent advocates!
10

11. Brand Advocates Help
Build the Community
• Brand advocates are:
– Answering questions
– Responding to habitual complainers
– Providing feedback on open-ended
questions
– Getting involved in promotions
– Posting user generated content

12. Building Community
Develop
Acknowledge
Leverage
12

13. Implementing Push & Pull Strategies
• Our Fans want a dialogue – and a D&B near them!
• We PUSH promotions, local store events, offers
• We PULL by encouraging discussions, photo uploads, votes for favorites, and feedback
13

14. Engaging Promotions that Capture Data
and Encourage Viral Activity
14

15. Dave & Buster’s Fans are Engaged
Facebook Fan photo uploads
Click Here to See all the Presentations
From Alterian’s Engaging Times Summit
15

16. Social Media Monitoring
Keeping a Daily Pulse on the Conversations
16

17. Ensuring Brand Consistency Across
Social Networks
17

18. Integrate Social Media Across
All Other Digital Tactics
Email
Website
Promotional
Microsite 18

19. Tracking Results through Fan Growth
19

20. Tracking Results through Fan Growth
20

21. Measuring Success Through Engagement
21

22. What’s on the Horizon?
• SuperCharge the Fan base:
– Rewards program sign-up within Facebook
– Facebook-specific engagement tactics
– Special channel offers and discounts
– TV tag
Click Here to See all the Presentations
From Alterian’s Engaging Times Summit
22

23. Dave & Buster’s - Escape Into Play.
Click Here to See all the Presentations
From Alterian’s Engaging Times Summit
23