Social Media for Restaurants

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philip case
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©Fluid Studio, 2009

there is no silver bullet


We all have a circle of influence.
People are influenced by those they trust.


Circle of Concern What you
care about.

What you can
do something
about.

Circle of Influence


People do not want to be sold to.
they want to interact anD be heard.

* Enquiro: “Business to Business Survey 2007.”

You cannot control the Conversation,
but you can participate in it.


4 P’S


4 P’S
PRODUCT


4 P’S PRODUCT, PRICE


PLACE


PLACE, PROMOTION


3 R’S


3 R’S
RELEVANT


3 R’S RELEVANT, REAL


RESPONSIVE


RESPONSIVE, RELATIONSHIP


Although social media is
“one-to-many” broadcast marketing,
at the end of the day real results will occur
when “one-to-one” relationships are formed


It takes creativity not only in the kitchen,
but also in knowing how to market your
brand and connect with the customer.

Social media is an innovative and cost efficient
way restaurant owners and managers can
generate more buzz and create more loyal
customers.

Social media advice from David Finch w/ Social Media Explorer

ad age video


Locally owned restaurants and food chains
can opt into social media at a fairly cost effec-
tive manner and have the ability to bring them
even closer to their customer Once they realize

- who their customer is,
- what makes them tick and
- what they like and dislike.

using social media can be that missing component
that takes a casual customer and helps them
evolve into a brand ambassador.

Social media advice from David Finch w/ Social Media Explorer

Social Media Case Studies for Restaurants


Caminito Argentinean Steakhouse
It is a single-location restaurant in Northampton, Mass

In addition to a typical blog, Caminito leverages
social media by the following means:
• Prime Cuts TV” is their YouTube channel where weekly/bi-
weekly posts describe some of the techniques and how-to
posts from the Prime Cuts Blog.
• Each restaurant news item that would warrant a press release
is distributed via the web and posted on the Caminito website
to enhance SEO benefits of relevant, keyword-rich content
added frequently.
• Google news and blog alerts are set up to monitor not only
what people are saying about the restaurant, but also what
other Argentinean steakhouses are doing around the country
and what other area restaurants are doing.


Caminito Argentinean Steakhouse

• A monthly e-newsletter is sent to an opt-in email list to
announce special events, special menus and more.
• Caminito is very active on Yelp! and includes a link on its
website to encourage users to leave reviews there.
• The restaurant has a MySpace page to reach the college age
crowd with several area universities and colleges nearby.
They post bulletins, blog posts and events there.
• Caminito also uses Upcoming, both owners have the
restaurant listed and talk openly about it on Facebook
with new posts on Prime Cuts feeding into their notes.
• They’ve recently started a Facebook Brand Page for the
restaurant as well.


Starbucks

• Has more than 245,000 followers on Twitter
• Currently is running an ice cream giveaway promotion on
its Facebook page through July 16.
• The company also recently inked a sponsorship deal with
popular MSNBC morning show “Morning Joe,” which
airs nationwide five days a week.


Starbucks

Mystarbucks.com

• A community set up to increase communications between
the company and their customers.
• It serves two primary functions: to respond to the community
and to review and promote ideas. Customers join the online
community to submit suggestions/comments and vote on
others’ ideas.
• Since it’s launch in March of 2008,
Starbucks has had these results:
3 million unique visitors
60,000 ideas submitted
100,000s of comments

460,000 votes
2,500 moderator comments

CoffeeGroundz

• Shortly after joining Twitter, Operations Manager for
CoffeeGroundz, J.R.Cohen, started following members
of the local Houston Twitterati and in no time had amassed
over 1000 followers.
• Today, he credits Twitter with almost doubling his clientele
and with opening his eyes to a whole new way to build
Community.


CoffeeGroundz


Krystal
(Chattanooga, TN Hamburger Chain)

• Krystal Giveaway Show, a live broadcast online, where the restaurant’s fans
could answer trivia questions in real time by posting responses on Twitter
and Facebook
• A Krystal spokesman said the May 27 broadcast attracted more than 1,600
viewers who posted more than 500 comments on the brand’s Facebook page
and wrote about 300 tweets on Twitter with a #KrystalHD tag
• Vice president of marketing Brad Wahl called the social-media event
“encouraging” and told Nation’s Restaurant News, “Customer retention
and loyalty is a big deal, and anything we can do to develop our database
of Krystal lovers will go a long way.”


McCrady Restaurant
(A Chef’s Blog)

• McCrady’s Chef Sean Brock’s blog
• Blogging since May 2006


Social Networks for Restaurants:

www.fohboh.com

www.dinersfeedback.com

www.urbanspoon.com

www.yelp.com

www.tripadvisor.com


Foh Boh

“When you go to general social-networking sites like Facebook and MySpace,
it’s really all about you,” CEO and co-founder Michael Atkinson said. “FohBoh
is for you and by you …Our focus is on the industry rather than the consumer.”
“Restaurant people are naturally social,” Mr. Atkinson said. “Our ultimate
mission is to provide an opportunity for everyone in the industry to have
an interactive voice.”


So where do you start with
social media?

1. Listening

2. Local online business guides

3. Twitter

4. E-Newsletters

5. Blogs

6. Facebook

7. Youtube

So where do you start with
social media?

8. Flickr

9. Mobile

10. Social and Community Calenders

11. Mapquest & Google Maps Local Bus. CTR.

12. Your own website

• Make sure your restaurant can be searched and
reviewed through local business guides such as
Yelp.com, Urbanspoon.com, and TripAdvisor.com

Twitter

• Twitter – sign up for a Twitter account.
• Publish your Twitter profile on all documents. Promote giveaways,
specials and announcements via your Twitter profile.
• Use it also as a tool to listen and converse with your customers.
By all means use your restaurant’s name in your Twitter name,
but make sure that the people that read your bio know that you’re
the owner, the chef etc.


Twitter Tips

Be real. Be yourself

Don’t broadcast
There’s a temptation to boldly tell everyone in Twitter who you are,
what you do and what a great place your restaurant is. Don’t.

Be an expert. Seek an expert.
The best way to engage people is to listen to them.
People want to be heard and interacted with.

Keep an eye on your brand and your industry


Facebook

• Set up a Facebook fan page to connect with your customers on
Facebook.
• Keep it updated with fresh content and always make sure you’re
involved with the conversations that are taking place on “the
wall.”(Events through Facebook, Twitter, Eventbrite, etc.)
• Create competitions and give-aways among fans to promote your
page and create interaction


Youtube

• Create a youtube channel of uploaded or favorite videos you can
share
• Provide a few quick tips and how-tos from the house chef.
• Share these videos on YouTube and other video sharing sites,
as well as your blog.
• You could even use video to even show where you buy your
produce and meats.


Flickr

• Use photo sharing sites to show images of events, behind the sce-
nesand market days.
• Let your customer see from the eyes of the chef rather then just
the brand.


Blog

• Blogging is a great way to bring the customer into the kitchen.
It’s a great way bring them behind the scenes and make them feel
a part.
• Sharing a recipe, employee profiles, and kitchen tips and tricks
are just a few options to break down the wall between the kitchen
and the dining room.
• Customers want to be part of something more then just a meal,
they want to feel like they belong.
• Use local magazine and newspaper blogs like the Deseret News &
Salt Lake Magazine to promote your restaurant


E-Newsletter

• Email a monthly newsletter with the latest happenings, new
menu items, entertainment news, recipe of the month etc.
• This is also a great tool to collect email addresses for future
opportunities to connect with the customer.
• Example: Metropolitan Retaurant


Listening

• Use tweetbeep, google alerts, and even more advanced listening
tools to find out what is being said about your brand locally & in
the greater metro area.
• Guest Pulse
Great way to monitor and listen to what is being said
about your brand and restaurant by customers.


Your Own Website

• Your website is the most likely second point of contact with a
new customer.
• Whether it be as a result of a review, a recommendation or even
a click-thru from a restaurant aggregator.
• Without a web site you’re missing out on a valuable marketing
tool that requires little set-up and maintenance cost.


iPhone applications for Restaurants

http://mashable.com/2008/08/13/iphone-food-apps/


closing

Remember, that the effectiveness of social media
isn’t the tool; its listening, answering questions
and connecting with others. These tools are just
opportunities to connect your customers to your
brand and by connecting with them they’ll tell
others about you.


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Social Media for Restaurants

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