Running a Restaurant in the Digital World

Running a Restaurant In a Digital World… A Chef’s Perspective

Presented byChef Mark Garcia

Who Am I And Why Should You Listen To Me?

Social MediaAdvice From A Chef??!!

Yes I am a real Chef

Yes, that is Chef Dean Fearing up in Dallas

WOW…to be that thin again!!

Social MediaAdvice From a Rock Star??

• Yes that is how I looked in the 80’s

• No…I don’t still have the Bon Jovi jacket in my closet at home

Thought Provoking Question

Social Media Statement

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

Social Media Statement

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

Social Media Question

Which One Is TRUE?

Would It Surprise You If I Said BOTH??

Let Me Explain…

Social Media Framework

Why Is There Even a Need For Social Media?

Social Media Framework

One VERY BIG Reason…

Social Media Framework

In less than 3 years, Social Media has become THE most popular activity on the web!

What activity did it overtake????

Social Media Framework

Even the mighty wasn’t

powerful enough to do that!

Social Media Framework

Why Is There Even a Need For Social Media?

Social Media Framework

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

Social Media Isn’t A Conversation

It’s Where Conversations Take Place

Tools Change…Be Ready

Anyone Remember These?

@ 10 Years ago, these were THE top search engines

Social Media Framework

Worry About Tools Last, Not First

www.conversationprism.com

My Social Media Journey At first I struggled to grasp &

understand…test, test, test!

I am a geek for data and look for clues from what other companies are doing

Just a guy who figured some things out…PhD in results!

Who Am I Now?• Engaged in marketing & selling physical products,

services and “How To” information online since 1999

Who Am I Now?• Engaged in marketing & selling physical products,

services and “How To” information online since 1999

• Creating & implementing with clients on Internet Marketing since 2005

Who Am I Now?• Engaged in marketing & selling physical products,

services and “How To” information online since 1999

• Creating & implementing with clients on Digital & Social Marketing since 2005

• The System

Who Am I Now? Fast Company Named Me

“One of the Most Influential People Online…”

Only Professional Chef on

the list

Who Am I Now?Author of 2 newly released books

Enough About Me…What About YOU?

Why are you interested in learning about this new

phenomena called Social Media?

Enough About Me…What About YOU?

What is YOUR definition or understanding of Social Media?

( hint - everyone has a different viewpoint)

Here’s What “Experts” Say Social Media Is:

“ An Aggregate Category Of Websites Based Upon User Participation and/or User-Generated Content”

WTF ??!! One More Time

In English Please

Non-Experts Say Social Media Is:

Truly interactive websites!

No longer is a brand speaking at customers or clients, but engaging them with authentic 2-way Conversations

Chef Mark Says Social Media Is:

Helping People Connect, Learn and Do Business Together

YESTERDAY

Wake Up Go To Sleep

News Paper Radio Trades Billboards TV Magazine

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-MailsMicro-Blogging

Forums SMS

WORLD LENS IPHONE APP

Best Practices To Execute• Strategy drives the vehicle

– “Let’s do something digital” is not a strategy• What are we trying to accomplish?• Who do we want to reach?• What digital tactics can help accomplish our goals?

– Focus on a measurable, consumer-centric approach– Deliver holistic programs that activates/engages

consumers

Initial Approach to Digital in 2008

Common Restaurant Tactics

PAID SEARCH ADVERTISING

VIDEOSSOCIAL

EMAIL

COUPONS

Approach to Digital in 2011includes everything from 2008…and so much more!

The Growth of Social Media• 90% of US Internet users visit a social

networking site every month. (comScore)

• Social media usage accounts for 15% of time spent on the Internet globally. (comScore)

• There are more than 750M active Facebook users (Facebook)

• 200 million tweets are sent each day (Twitter – July 2011)

Brand Destinations vs. Social Destinations

Mobile Trends• Smartphones outpaced sales of

PCs for the first time in Q4 of 2010

• Mobile phones will overtake PCs for web surfing by 2013 (Gartner)

• Smartphones to overtake feature phones by end of 2011 (Nielsen)

Mobile Shopping Trends• 42% of mobile users have used a

Smartphone to get restaurant ratings, reviews or a coupon while driving or walking at meal time

• 62% have already used a Smartphone to purchase physical goods

• Projected by 2015:– $38B in mobile ad spending

– $163B in global m-commerce

Starbuck Cross Channel Engagement

ISIS: VERIZON WIRELESS, T-MOBILE, AT&T AND DISCOVER ARE WORKING ON A CONTACTLESS PAYMENT SYSTEM

VISA AND DEVICE FIDELITY’S IN2PAY IPHONE CASE

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

EPICURIOUS APP

Grill Campaign

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

social

60

61

62

63

64

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

and preparation

66

70

71

Questions• Which of these examples are most inspiring and why?

• Which features and functionality are most relevant to your customer business goals?

Good News For Restaurateurs

The playing field has been leveled everyone now has the tools to publish, broadcast, and compete on a grand scale with the big brands

Where Do I Start?

“ 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…”

Abigail Van Buren

Where Do I Start?

ListenAdd ValueNo Hard Selling!Engage ContributeSeek To ServeFocus on Quality

Social Media Best Practices

Give before you take

Social Media Best Practices

Give before you takeStop thinking tools

Social Media Best Practices

Give before you takeStop thinking toolsYour or your product is the

marketing

The Big Four

The Big Four

Media ShareableAll Interconnected

Social Media’s Big Four

• 750 MM Users• 55% Female• 42% 18-34 yrs• 32% $100K

Social Media’s Big Four

• Online profiles are REALLY important!

• Allow people to figure out who you are and if they can trust you

Social Media’s Big Four

• Game Changer• Full integration with

almost all websites• Paid Ads

Social Media’s Big Four

• 200 MM Users• 55% Female• 45% 18-34 yrs• 30% $100K

Social Media’s Big Four

• Cocktail Party• Short, 140 character

count messaging• 220 Million tweets per

day!

Social Media’s Big Four

• @ 200 MM Viewers• #2 Search Engine• 2 Billion views per day• 15 minutes spent on the

site per day

Social Media’s Big Four• List Builder• Traffic Generator• Build Your Media Empire• Inform & Serve Others

Social Media’s Big Four Videos can be automatically

translated in 51 different languages!

Social Media’s Big Four

• 101 MM Users• 51% Male• 35-50 yrs =60%

Social Media’s Big Four• 40% over 100K• 48% College• 27% Grad School

Social Media’s Big Four• Groups• Tap the groups for

expertise• Tap the groups for

opinions

Social Media’s Big Four• Chock full of lead

generation and sales prospecting info

Social Media Perspective

It’s About People…It’s About Engagement…It’s About Conversation…It’s About Velocity of Information…

TIP !

Social Media Perspective

• Technology doesn’t change how our brains work

• Social networks are not new• Simply the online world catching up with our

offline world

7 Step Recipe For Social Media Success

7 Ingredients For A Killer Social Media Strategy

1. Describe You or Your Business2. Listen3. What is Your Desired Outcome4. Who Are Your Customers & How Do They Use

Social Media5. What’s Your One Thing6. Choose Your Platform7. Pick Your Measuring Stick

Social Media Strategy1. What’s Your Pitch/Describe Your Product or

Business (in 1 sentence or less)

Social Media Strategy

2. LISTEN

Social Media Strategy3. What is your Business Goal?

Social Media Strategy3. What is your Business Goal?

– Brand Awareness

Social Media Strategy3. What is your Business Goal?

– Brand Awareness– Sales

Social Media Strategy3. What is your Business Goal?

– Brand Awareness– Sales– Loyalty

Social Media Strategy4. Who Is Your Audience

Social Media Strategy5. How does your audience use Social Media

Social Media Strategy6. What’s Your One Thing

Social Media Strategy7. How Will You Measure Success

– Pick three that matter to you or your company

Social Media Strategy Choose the platform & Humanize The Brand

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

Thank YouMake Sure We Connect:

Twitter.com/ChefMarkGarcia

Linkedin.com/ChefMarkGarcia

mark@ChefMarkGarcia.com

Entire Presentation Is at ChefMarkGarcia.com/unipro

Thank You