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Running a Restaurant In a Digital World… A Chef’s Perspective Presented by Chef Mark Garcia

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Who Am I And Why Should You Listen To Me?

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Social Media Advice From A Chef??!! <ul><li>Yes I am a real Chef </li></ul><ul><li>Yes, that is Chef Dean Fearing up in Dallas </li></ul><ul><li>WOW…to be that thin again!! </li></ul>

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Social Media Advice From a Rock Star?? <ul><li>Yes that is how I looked in the 80’s </li></ul><ul><li>No…I don’t still have the Bon Jovi jacket in my closet at home </li></ul>

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Thought Provoking Question

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Social Media Statement “ Social Media Is The Greatest Scam Of All Time…”

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Social Media Statement “ Social Media Is The Greatest Invention In The History Of World…”

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Social Media Question Which One Is TRUE ?

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Would It Surprise You If I Said BOTH?? Let Me Explain…

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Social Media Framework Why Is There Even a Need For Social Media?

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Social Media Framework One VERY BIG Reason…

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Social Media Framework In less than 3 years, Social Media has become THE most popular activity on the web! What activity did it overtake????

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Social Media Framework Even the mighty wasn’t powerful enough to do that!

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Social Media Framework Why Is There Even a Need For Social Media?

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Social Media Framework Many VERY BIG Reasons! Come along and I will show you why…

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Social Media Isn’t A Conversation It’s Where Conversations Take Place

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Tools Change…Be Ready

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Anyone Remember These? @ 10 Years ago, these were THE top search engines

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Social Media Framework

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Worry About Tools Last, Not First www.conversationprism.com

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My Social Media Journey <ul><li>At first I struggled to grasp & understand…test, test, test! </li></ul><ul><li>I am a geek for data and look for clues from what other companies are doing </li></ul><ul><li>Just a guy who figured some things out…PhD in results! </li></ul>

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Who Am I Now? <ul><li>Engaged in marketing & selling physical products, services and “How To” information online since 1999 </li></ul>

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Who Am I Now? <ul><li>Engaged in marketing & selling physical products, services and “How To” information online since 1999 </li></ul><ul><li>Creating & implementing with clients on Internet Marketing since 2005 </li></ul>

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Who Am I Now? <ul><li>Engaged in marketing & selling physical products, services and “How To” information online since 1999 </li></ul><ul><li>Creating & implementing with clients on Digital & Social Marketing since 2005 </li></ul><ul><li>The System </li></ul>

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Who Am I Now? <ul><li>Fast Company Named Me “One of the Most Influential People Online …” </li></ul><ul><li>Only Professional Chef on the list </li></ul>

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Who Am I Now? <ul><li>Author of 2 newly released books </li></ul>

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Enough About Me… What About YOU? <ul><li>Why are you interested in learning about this new phenomena called Social Media? </li></ul>

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Enough About Me… What About YOU? <ul><li>What is YOUR definition or understanding of Social Media? </li></ul><ul><li>( hint - everyone has a different viewpoint) </li></ul>

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Here’s What “Experts” Say Social Media Is: <ul><li>“ An Aggregate Category Of Websites Based Upon User Participation and/or User-Generated Content” </li></ul>

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WTF ??!! One More Time In English Please

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Non-Experts Say Social Media Is: <ul><li>Truly interactive websites! </li></ul><ul><li>No longer is a brand speaking at customers or clients, but engaging them with authentic 2-way Conversations </li></ul>

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Chef Mark Says Social Media Is: <ul><li>Helping People Connect, Learn and Do Business Together </li></ul>

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YESTERDAY Wake Up Go To Sleep News Paper Radio Trades Billboards TV Magazine

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TODAY Wake Up Go To Sleep News Paper Radio Trades Billboards TV Magazine Mobile Alerts Social Networking Sites Web Video Blogs V-Logs Cloud Services E-Readers WIKIS Message Boards RSS Feeds Peer-To-Peer Networks Mobile Apps Satellite Radio Web Applications DVR Podcast WAP Browsing Video Games E-Mails Micro-Blogging Forums SMS

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WORLD LENS IPHONE APP

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Best Practices To Execute <ul><li>Strategy drives the vehicle </li></ul><ul><ul><li>“ Let’s do something digital” is not a strategy </li></ul></ul><ul><ul><ul><li>What are we trying to accomplish? </li></ul></ul></ul><ul><ul><ul><li>Who do we want to reach? </li></ul></ul></ul><ul><ul><ul><li>What digital tactics can help accomplish our goals? </li></ul></ul></ul><ul><ul><li>Focus on a measurable, consumer-centric approach </li></ul></ul><ul><ul><li>Deliver holistic programs that activates/engages consumers </li></ul></ul>

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Initial Approach to Digital in 2008 <ul><li>Common Restaurant Tactics </li></ul>PAID SEARCH ADVERTISING VIDEOS SOCIAL EMAIL COUPONS

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Approach to Digital in 2011 <ul><li>includes everything from 2008…and so much more! </li></ul>

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The Growth of Social Media <ul><li>90% of US Internet users visit a social networking site every month. (comScore) </li></ul><ul><li>Social media usage accounts for 15% of time spent on the Internet globally. (comScore) </li></ul><ul><li>There are more than 750M active Facebook users (Facebook) </li></ul><ul><li>200 million tweets are sent each day (Twitter – July 2011) </li></ul>

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Brand Destinations vs. Social Destinations

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Mobile Trends <ul><li>Smartphones outpaced sales of PCs for the first time in Q4 of 2010 </li></ul><ul><li>Mobile phones will overtake PCs for web surfing by 2013 (Gartner) </li></ul><ul><li>Smartphones to overtake feature phones by end of 2011 (Nielsen) </li></ul>

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Mobile Shopping Trends <ul><li>42% of mobile users have used a Smartphone to get restaurant ratings, reviews or a coupon while driving or walking at meal time </li></ul><ul><li>62% have already used a Smartphone to purchase physical goods </li></ul><ul><li>Projected by 2015: </li></ul><ul><ul><li>$38B in mobile ad spending </li></ul></ul><ul><ul><li>$163B in global m-commerce </li></ul></ul>

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Starbuck Cross Channel Engagement

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ISIS: VERIZON WIRELESS, T-MOBILE, AT&T AND DISCOVER ARE WORKING ON A CONTACTLESS PAYMENT SYSTEM VISA AND DEVICE FIDELITY’S IN2PAY IPHONE CASE

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People are socializing what, when, and where they’re eating

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EPICURIOUS APP

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Grill Campaign

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Recipes are ubiquitous in the digital space across the web, mobile, and social

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Digital has become an integral part of the kitchen, meal planning, shopping and preparation

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Questions <ul><li>Which of these examples are most inspiring and why? </li></ul><ul><li>Which features and functionality are most relevant to your customer business goals? </li></ul>

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Good News For Restaurateurs <ul><li>The playing field has been leveled everyone now has the tools to publish, broadcast, and compete on a grand scale with the big brands </li></ul>

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Where Do I Start? <ul><li>“ There are two kinds of people in the world. Those who walk into a room and say, There You Are and those who say, Here I Am …” </li></ul><ul><li>Abigail Van Buren </li></ul>

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Where Do I Start? <ul><li>Listen </li></ul><ul><li>Add Value </li></ul><ul><li>No Hard Selling! </li></ul><ul><li>Engage </li></ul><ul><li>Contribute </li></ul><ul><li>Seek To Serve </li></ul><ul><li>Focus on Quality </li></ul>

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Social Media Best Practices <ul><li>Give before you take </li></ul>

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Social Media Best Practices <ul><li>Give before you take </li></ul><ul><li>Stop thinking tools </li></ul>

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Social Media Best Practices <ul><li>Give before you take </li></ul><ul><li>Stop thinking tools </li></ul><ul><li>Your or your product is the marketing </li></ul>

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The Big Four

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The Big Four Media Shareable All Interconnected

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Social Media’s Big Four <ul><li>750 MM Users </li></ul><ul><li>55% Female </li></ul><ul><li>42% 18-34 yrs </li></ul><ul><li>32% $100K </li></ul>

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Social Media’s Big Four <ul><li>Online profiles are REALLY important! </li></ul><ul><li>Allow people to figure out who you are and if they can trust you </li></ul>

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Social Media’s Big Four <ul><li>Game Changer </li></ul><ul><li>Full integration with almost all websites </li></ul><ul><li>Paid Ads </li></ul>

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Social Media’s Big Four <ul><li>200 MM Users </li></ul><ul><li>55% Female </li></ul><ul><li>45% 18-34 yrs </li></ul><ul><li>30% $100K </li></ul>

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Social Media’s Big Four <ul><li>Cocktail Party </li></ul><ul><li>Short, 140 character count messaging </li></ul><ul><li>220 Million tweets per day! </li></ul>

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Social Media’s Big Four <ul><li>@ 200 MM Viewers </li></ul><ul><li>#2 Search Engine </li></ul><ul><li>2 Billion views per day </li></ul><ul><li>15 minutes spent on the site per day </li></ul>

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Social Media’s Big Four <ul><li>List Builder </li></ul><ul><li>Traffic Generator </li></ul><ul><li>Build Your Media Empire </li></ul><ul><li>Inform & Serve Others </li></ul>

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Social Media’s Big Four <ul><li>Videos can be automatically translated in 51 different languages! </li></ul>

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Social Media’s Big Four <ul><li>101 MM Users </li></ul><ul><li>51% Male </li></ul><ul><li>35-50 yrs =60% </li></ul>

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Social Media’s Big Four <ul><li>40% over 100K </li></ul><ul><li>48% College </li></ul><ul><li>27% Grad School </li></ul>

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Social Media’s Big Four <ul><li>Groups </li></ul><ul><li>Tap the groups for expertise </li></ul><ul><li>Tap the groups for opinions </li></ul>

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Social Media’s Big Four <ul><li>Chock full of lead generation and sales prospecting info </li></ul>

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Social Media Perspective <ul><li>It’s About People… </li></ul><ul><li>It’s About Engagement… </li></ul><ul><li>It’s About Conversation… </li></ul><ul><li>It’s About Velocity of Information… </li></ul>TIP !

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Social Media Perspective <ul><li>Technology doesn’t change how our brains work </li></ul><ul><li>Social networks are not new </li></ul><ul><li>Simply the online world catching up with our offline world </li></ul>

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7 Step Recipe For Social Media Success

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7 Ingredients For A Killer Social Media Strategy <ul><li>Describe You or Your Business </li></ul><ul><li>Listen </li></ul><ul><li>What is Your Desired Outcome </li></ul><ul><li>Who Are Your Customers & How Do They Use Social Media </li></ul><ul><li>What’s Your One Thing </li></ul><ul><li>Choose Your Platform </li></ul><ul><li>Pick Your Measuring Stick </li></ul>

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Social Media Strategy <ul><li>1. What’s Your Pitch/Describe Your Product or Business (in 1 sentence or less) </li></ul>

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Social Media Strategy <ul><li>2. LISTEN </li></ul>

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Social Media Strategy <ul><li>3. What is your Business Goal? </li></ul>

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Social Media Strategy <ul><li>3. What is your Business Goal? </li></ul><ul><ul><li>Brand Awareness </li></ul></ul>

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Social Media Strategy <ul><li>3. What is your Business Goal? </li></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Sales </li></ul></ul>

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Social Media Strategy <ul><li>3. What is your Business Goal? </li></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Loyalty </li></ul></ul>

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Social Media Strategy <ul><li>4. Who Is Your Audience </li></ul>

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Social Media Strategy <ul><li>5. How does your audience use Social Media </li></ul>

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Social Media Strategy <ul><li>6. What’s Your One Thing </li></ul>

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Social Media Strategy <ul><li>7. How Will You Measure Success </li></ul><ul><ul><li>Pick three that matter to you or your company </li></ul></ul>

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Social Media Strategy <ul><li>Choose the platform & Humanize The Brand </li></ul>

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Social Media Isn’t a Fad… It’s here to stay 900,000 blog posts per day @ 10 million tweets per hour > 30 billion pieces of content shared on Facebook per month

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<ul><li>Twitter.com/ChefMarkGarcia </li></ul><ul><li>Linkedin.com/ChefMarkGarcia </li></ul>Thank You Make Sure We Connect: [email_address]

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Entire Presentation Is at ChefMarkGarcia.com/unipro Thank You