1. Dave & Busters Fun in the Social Space Alterian Summit Tuesday, August 17, 2010Presented 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 firstfor 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 whereto eat.(35% decide during work hours) Click Here to See all the Presentations From Alterians Engaging Times SummitSource: 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 PresentationsFrom Alterians Engaging Times Summit3 4. Fad or Fundamental Shift? Users spend more time on social networks in an average day than they do on Google and Yahoo!*Reach3 Mo Chg Time on Site (min/day)Google 30.6%9.9%8.3%Yahoo! 26.4%0.7%10.1%YouTube17.6%4.8%23.4%facebook 16.6% 32.3%25.4%Click Here to See all the Presentations From Alterians Engaging Times SummitSource: 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 NewCustomersCustomers 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 IncentMore Relevant Message, More Relevant Value,Right Time Right Place 5 6. The Role of Social for D&BUnderstand the customer / Address ComplaintsKeep D&B relevant and top of mind Drive traffic to stores Engage customers/Own PLAYIncrease Sales / Build the Brand 6 7. Launched Social Initiatives in July 2009 Facebook, twitter, youtube, myspace 7 8. Our Social Media Engagement Methodology1. Effective customer service2. Building communityCreating AdvocatesImplementing push & pull messaging3. Monitoring daily and responding instantly4. Ensuring brand recognition & consistency5. Measure Success Click Here to See all the PresentationsFrom Alterians Engaging Times Summit8 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 toturn complaints around Our most vocal complainers have becomeour most ardent advocates!10 11. Brand Advocates HelpBuild the Community Brand advocates are: Answering questions Responding to habitual complainers Providing feedback on open-endedquestions Getting involved in promotions Posting user generated content 12. Building CommunityDevelopAcknowledge 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 feedback13 14. Engaging Promotions that Capture Data and Encourage Viral Activity 14 15. Dave & Busters Fans are Engaged Facebook Fan photo uploads Click Here to See all the Presentations From Alterians Engaging Times Summit15 16. Social Media MonitoringKeeping a Daily Pulse on the Conversations16 17. Ensuring Brand Consistency AcrossSocial Networks 17 18. Integrate Social Media AcrossAll Other Digital TacticsEmail WebsitePromotional Microsite 18 19. Tracking Results through Fan Growth 19 20. Tracking Results through Fan Growth 20 21. Measuring Success Through Engagement21 22. Whats on the Horizon? SuperCharge the Fan base: Rewards program sign-up within Facebook Facebook-specific engagement tactics Special channel offers and discounts TV tagClick Here to See all the PresentationsFrom Alterians Engaging Times Summit22 23. Dave & Busters - Escape Into Play. Click Here to See all the Presentations From Alterians Engaging Times Summit 23