View
677
Download
1
Embed Size (px)
DESCRIPTION
PDX DMC 2011 Ignite Series - Jennifer Hancox\'s presentation
Citation preview
Social Media for Bars & Restaurants“The Disconnect”
by: Jennifer Hancox
The problem:๏ Customers use technology and Social
Media constantly and consistently to research any number of topics for their daily lives
๏ Restaurants need customers but are notoriously slow to adopt new technologies
Unit LocationRestaurant / Bar:
๏ We need to fill seats on slow nights.
๏ A large party just cancelled. How can we get more guests TONIGHT?
๏ I can’t afford regular advertising. What can I do that’s cheap?
UserCustomer or ‘Guest’:
while on their phone – in the car, on the bus, before they leave the house…
๏ Where’s the nearest Sports bar for the game?
๏ What’s the name of that wine bar on Broadway? Are they open today - Sunday?
๏ What’s their menu like? Vegan options?
The ‘Disconnect’Restaurant Owner/Manager:
๏ “I don’t use this so my customers probably don’t either”.
๏ “I don’t have time for this BS. I barely have time to run the restaurant/bar.”
๏ “I already have a web site that has all of our information. Why do I need ‘social media’?”
Social Media“Is it like a pet? Do I need to take care of it?”
The perception… from Restaurateurs POVSocial Media is:
๏ Too hard
๏ Takes too much time
๏ Needs to be constantly monitored
๏ Requires money/subscription/software
๏ You need a consultant/expert to do it for you. (heh heh…)
What is Social Media?๏ Social media are primarily Internet- and
mobile-based tools for sharing and discussing information among human beings – user generated.
๏ Not strictly ‘internet’ or ‘computer’ marketing. It is dealing with *people* and speaking to them in their chosen environment.
Restaurants and Bars?๏ Social environments (with food! and drinks!)
๏ Speak and ‘connect’ with more people in one shift that most people do in a week or month
๏ Constantly communicating information to guests, staff and community
๏ It is dealing with *people* and speaking to them in while in your environment.
Overcoming the ‘Disconnect’ – Updates and Posting
Who:- Anyone: owner, manager, chef/sous or a
responsible staffer
- Assigned to the opening or closing manager at start of shift – as part of their regular duties for consistency
Updates and Postings – when, how, who
Who:
- Have more than one person participate- This helps to spread the responsibility- It also prevents a lag in updates if
someone leaves the company
Updates and Postings – when, how, who
๏ When: - As often as possible to communicate your
business, but not too much!
- Facebook/LinkedIn updates should happen at least ONCE per week
- Twitter gets best results with 1-4 times per day. NO more!
Updates and Postings – when, how, who
How:- Check daily just like you check your phone
messages, email, or counting the cash drawers
- Link all your updates (FB, LI, Twitter)
- DMs and @replies sent as a text message to a manager phone – for immediate response to guest
Upkeep and Time Commitment๏ It is important to keep your Social sites
updated- 10 minutes per day – maximum- (An easy time measurement for restaurant
people)
๏ Posts that are relevant – weather, weekend events, holidays. - Ex. “Raining? Clam chowder at Joe’s!”- Ex. “Book your holiday party with us!”
Upkeep and Time Commitment
๏ Engage guests instead of speaking at them- “Thanks for the compliment @pdxjenh! The
heated patio is a big hit!”- “By popular request – Pear Crisp is back on
the menu!”
๏ Text message responses – for upkeep and engagement, spontaneous replies
Is It Worth It?What is the Return on Investment for Social Media?
The softer side…
๏ Guest interaction – personal, specific, attentive, feel-good, social
๏ Manager/staff awareness – shows that you care about the business
๏ Reaching your target audience – and their followers
Is It Worth It? …Really?
What is the Return on Investment (ROI) for Social Media?
Cold, hard cash…
๏ Free vs Paid advertising (one time, one publication)
๏ Constant, focused advertising specific to your business
๏ Time spent (5-10 minutes per day)
๏ Competition – see what they are doing and counteract it.
If you need the ‘numbers’…๏ There are many programs that can track
followers, click ‘thrus’, conversions stats.
๏ Mostly for larger restaurant groups or very active users.
๏ NOTE: Don’t get too focused on those numbers – it is the IMPACT on the business that you want, not ‘stats’.
“big victories are actually comprised of
lots of tiny wins”
THANK YOU!Jennifer Hancox
Website: http://jenniferhancox.com/ Twitter: @pdxJenH Linkedin: Jennifer HancoxFacebook: Jennifer Hancox Restaurant Training