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philip case801.362.9991philc@fluid-studio.net www.fluid-studio.net

twitter @casephilipwww.linkedin.com/in/philcasewww.facebook.com/casephilip

cONTacT Me

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There is NO silver bulleT

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We all have a circle Of iNflueNce.peOple are iNflueNced by ThOse They TrusT.

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Circle of Influence

Circle of Concern What youcare about.

What you cando something

about.

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* Enquiro: “Business to Business Survey 2007.”

peOple dO NOT WaNT TO be sOld TO. They WaNT TO iNTeracT aNd be heard.

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yOu caNNOT cONTrOl The cONversaTiON,buT yOu caN parTicipaTe iN iT.

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4 p’s

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prOducT4 p’s

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prOducT, price4 p’s

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prOducT, priceplace4 p’s

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prOducT, priceplace, prOMOTiON4 p’s

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3 r’s

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relevaNT3 r’s

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relevaNT, real3 r’s

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relevaNT, realrespONsive3 r’s

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relevaNT, realrespONsive4 r’s

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relevaNT, realrespONsive, relaTiONship4 r’s

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alThOugh sOcial Media is

“ONe-TO-MaNy” brOadcasT MarkeTiNg,

aT The eNd Of The day real resulTs Will Occur

WheN “ONe-TO-ONe” relaTiONships are fOrMed

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iT Takes creaTiviTy NOT ONly iN The kiTcheN,

buT alsO iN kNOWiNg hOW TO MarkeT yOur

braNd aNd cONNecT WiTh The cusTOMer.

sOcial Media is aN iNNOvaTive aNd cOsT efficieNT

Way resTauraNT OWNers aNd MaNagers caN

geNeraTe MOre buzz aNd creaTe MOre lOyal

cusTOMers.

Social media advice from David Finch w/ Social Media Explorer

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ad age videO

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lOcally OWNed resTauraNTs aNd fOOd chaiNs

caN OpT iNTO sOcial Media aT a fairly cOsT effec-

Tive MaNNer aNd have The abiliTy TO briNg TheM

eveN clOser TO Their cusTOMer ONce They realize

- WhO Their cusTOMer is,

- WhaT Makes TheM Tick aNd

- WhaT They like aNd dislike.

usiNg sOcial Media caN be ThaT MissiNg cOMpONeNT

ThaT Takes a casual cusTOMer aNd helps TheM

evOlve iNTO a braNd aMbassadOr.

Social media advice from David Finch w/ Social Media Explorer

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sOcial Media case sTudies fOr resTauraNTs

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caMiNiTO argeNTiNeaN sTeakhOuse It is a single-location restaurant in Northampton, Mass

• Prime Cuts TV” is their YouTube channel where weekly/bi-weekly posts describe some of the techniques and how-to posts from the Prime Cuts Blog.

• Each restaurant news item that would warrant a press release is distributed via the web and posted on the Caminito website to enhance SEO benefits of relevant, keyword-rich content added frequently.

• Google news and blog alerts are set up to monitor not only what people are saying about the restaurant, but also what other Argentinean steakhouses are doing around the country and what other area restaurants are doing.

iN addiTiON TO a Typical blOg, caMiNiTO leverages sOcial Media by The fOllOWiNg MeaNs:

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caMiNiTO argeNTiNeaN sTeakhOuse

• A monthly e-newsletter is sent to an opt-in email list to announce special events, special menus and more.

• Caminito is very active on Yelp! and includes a link on its website to encourage users to leave reviews there.

• The restaurant has a MySpace page to reach the college age crowd with several area universities and colleges nearby. They post bulletins, blog posts and events there.

• Caminito also uses Upcoming, both owners have the restaurant listed and talk openly about it on Facebook with new posts on Prime Cuts feeding into their notes.

• They’ve recently started a Facebook Brand Page for the restaurant as well.

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sTarbucks

• Has more than 245,000 followers on Twitter

• Currently is running an ice cream giveaway promotion on its Facebook page through July 16.

• The company also recently inked a sponsorship deal with popular MSNBC morning show “Morning Joe,” which airs nationwide five days a week.

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sTarbucks

• A community set up to increase communications between the company and their customers.

• It serves two primary functions: to respond to the community and to review and promote ideas. Customers join the online community to submit suggestions/comments and vote on others’ ideas.

• Since it’s launch in March of 2008, Starbucks has had these results:

3 million unique visitors

60,000 ideas submitted

100,000s of comments

460,000 votes

2,500 moderator comments

MysTarbucks.cOM

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cOffeegrOuNdz

• Shortly after joining Twitter, Operations Manager for CoffeeGroundz, J.R.Cohen, started following members of the local Houston Twitterati and in no time had amassed over 1000 followers.

• Today, he credits Twitter with almost doubling his clientele and with opening his eyes to a whole new way to build Community.

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cOffeegrOuNdz

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• Krystal Giveaway Show, a live broadcast online, where the restaurant’s fans could answer trivia questions in real time by posting responses on Twitter and Facebook

• A Krystal spokesman said the May 27 broadcast attracted more than 1,600 viewers who posted more than 500 comments on the brand’s Facebook page and wrote about 300 tweets on Twitter with a #KrystalHD tag

• Vice president of marketing Brad Wahl called the social-media event “encouraging” and told Nation’s Restaurant News, “Customer retention and loyalty is a big deal, and anything we can do to develop our database of Krystal lovers will go a long way.”

krysTal (Chattanooga, TN Hamburger Chain)

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• McCrady’s Chef Sean Brock’s blog

• Blogging since May 2006

Mccrady resTauraNT (A Chef’s Blog)

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sOcial NeTWOrks fOr resTauraNTs:

WWW.fOhbOh.cOM

WWW.diNersfeedback.cOM

WWW.urbaNspOON.cOM

WWW.yelp.cOM

WWW.TripadvisOr.cOM

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“When you go to general social-networking sites like Facebook and MySpace, it’s really all about you,” CEO and co-founder Michael Atkinson said. “FohBoh is for you and by you …Our focus is on the industry rather than the consumer.”

“Restaurant people are naturally social,” Mr. Atkinson said. “Our ultimate mission is to provide an opportunity for everyone in the industry to have an interactive voice.”

fOh bOh

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lisTeNiNg

lOcal ONliNe busiNess guides

TWiTTer

e-NeWsleTTers

blOgs

facebOOk

yOuTube

sO Where dO yOu sTarT WiTh sOcial Media?

1.2.3.4.5.6.7.

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sO Where dO yOu sTarT WiTh sOcial Media?

flickr

MObile

sOcial aNd cOMMuNiTy caleNders

MapquesT & gOOgle Maps lOcal bus. cTr.

yOur OWN WebsiTe

8.9.

10.11.12.

• Make sure your restaurant can be searched and reviewed through local business guides such as Yelp.com, Urbanspoon.com, and TripAdvisor.com

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TWiTTer

• Twitter – sign up for a Twitter account.

• Publish your Twitter profile on all documents. Promote giveaways, specials and announcements via your Twitter profile.

• Use it also as a tool to listen and converse with your customers. By all means use your restaurant’s name in your Twitter name, but make sure that the people that read your bio know that you’re the owner, the chef etc.

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be real. be yOurself

dON’T brOadcasT

be aN experT. seek aN experT.

keep aN eye ON yOur braNd aNd yOur iNdusTry

TWiTTer Tips

There’s a temptation to boldly tell everyone in Twitter who you are, what you do and what a great place your restaurant is. Don’t.

The best way to engage people is to listen to them. People want to be heard and interacted with.

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facebOOk

• Set up a Facebook fan page to connect with your customers on Facebook.

• Keep it updated with fresh content and always make sure you’re involved with the conversations that are taking place on “the wall.”(Events through Facebook, Twitter, Eventbrite, etc.)

• Create competitions and give-aways among fans to promote your page and create interaction

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yOuTube

• Create a youtube channel of uploaded or favorite videos you can share

• Provide a few quick tips and how-tos from the house chef.

• Share these videos on YouTube and other video sharing sites, as well as your blog.

• You could even use video to even show where you buy your produce and meats.

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flickr

• Use photo sharing sites to show images of events, behind the sce-nesand market days.

• Let your customer see from the eyes of the chef rather then just the brand.

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blOg

• Blogging is a great way to bring the customer into the kitchen. It’s a great way bring them behind the scenes and make them feel a part.

• Sharing a recipe, employee profiles, and kitchen tips and tricks are just a few options to break down the wall between the kitchen and the dining room.

• Customers want to be part of something more then just a meal, they want to feel like they belong.

• Use local magazine and newspaper blogs like the Deseret News & Salt Lake Magazine to promote your restaurant

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e-NeWsleTTer

• Email a monthly newsletter with the latest happenings, new menu items, entertainment news, recipe of the month etc.

• This is also a great tool to collect email addresses for future opportunities to connect with the customer.

• Example: Metropolitan Retaurant

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lisTeNiNg

• Use tweetbeep, google alerts, and even more advanced listening tools to find out what is being said about your brand locally & in the greater metro area.

• Guest Pulse Great way to monitor and listen to what is being said about your brand and restaurant by customers.

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yOur OWN WebsiTe

• Your website is the most likely second point of contact with a new customer.

• Whether it be as a result of a review, a recommendation or even a click-thru from a restaurant aggregator.

• Without a web site you’re missing out on a valuable marketing tool that requires little set-up and maintenance cost.

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hTTp://Mashable.cOM/2008/08/13/iphONe-fOOd-apps/

iphONe applicaTiONs fOr resTauraNTs

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clOsiNg

Remember, that the effectiveness of social media

isn’t the tool; its listening, answering questions

and connecting with others. These tools are just

opportunities to connect your customers to your

brand and by connecting with them they’ll tell

others about you.

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