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