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Presentation 3 - from the "Marketing Mastery Workshop" held at The Jury's Inn Hotel, Nottingham on 2nd September 2014 for Pub, Restaurant and Cafe Owners & Managers.
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(Food Profits – Marketing & Advertising)The Restaurant Inspectors
Why I’m Here!
• Best practices for controlling online reviews and review sites like Tripadvisor, Google+ & Yelp
• The Ultimate Customer Engagement Techniques For Building Your Brand On Twitter
• Why Facebook IS For Business, Especially Yours!
• Why We Need Social Media In Restaurants
• The Key Social Media Platforms That You Need For Success
Meet Me Stuart B!
13000 Twitter
Followers
19000 Facebook Friends
Sorry That’s Not True!
But This Is!
35Look after 25 social media
accounts for various
sectors.
Have generated thousands
Of pounds for these clients
Have an expertise in:
A Little Story
If Enough People DoSomething - Others Will Follow!
Review Sites
Review SitesReview Site Are Good Or Bad Depending On What Page You’re On OR How
Many Stars You Have! – FACT.
Who Actually Looks At Reviews?
Why Can’t Customers Come To You First?
Why Do People Trust Complete Strangers?
Why Should I Care?
Lets play come dine with me!!!
What’s The
Future Of
Reviews?
Customer Thoughts
I’m Hungry/ I’m not very Hungry
I want to sit by the window/ I don’t want to sit by the window
Table is booked for 8/ I wanted a table at 6
It’s too cold/ it’s too hot
That waiter is gorgeous/ that waiter is an idiot
How long does it take to cook a piece of chicken?
£14 – I can cook that for £3 at home!
I really wanted a curry tonight!
I really can’t be bothered to be out tonight
What happens to a review when your
Customers think like this?
Expectation
Reputation
Customer
Greeted, Good Atmosphere
Great Menu
Food taking too long
Food was delicious
And waiter apologised
For the wait.
The Experience has far outweighed the reputation
Great Meal
Expectation
Reputation
Customer
Greeted, Good Atmosphere
Great Menu
Food taking too long
Food was delicious
And waiter apologised
For the wait.
The same scenario has ended with an OK meal
OK Meal
Expectation
ReputationCustomer
Greeted, Good Atmosphere
Great Menu
Food taking too long
Food was delicious
And waiter apologised
For the wait.
Customer is in a good mood to start with and
finishes even better.
Great Meal
Expectation
Reputation
Customer
Greeted, Good Atmosphere
Great Menu
Food taking too long
Food was delicious
And waiter apologised
For the wait.
Customer started in a bad mood and never got to
satisfied like previous experiences so marks the meal
as poor.
Poor Meal
Even If You Hit 5 Great Meals Out Of 5 You Will Still Fail!
Because what was amazing is now just the norm!
Best PracticesProtect Your Reputation
Create a way of getting the reviews before they leave the business
Encourage raving fans to leave reviews
Always respond to reviews – good or bad
Never be negative
Contact the customer privately (where possible)
Make plenty of noise about the positive reviews
Love thy neighbour
Once resolved ask the customer to remove the post?
Use the feedback
If offensive get the post removed
Most Importantly Take Ownership!!
TwitterQuestions
• Who Has A Twitter Account?
• Who Talks To Their Followers?
• Who RT’s Content?
• Who Favorites Content?
• Who Rewards Their Followers?
• Who Searches Content?
• Who Contributes On Groups?
• Who Uses Images?
• Who Uses Video?
• Who Has A Great Profile?
• Who Tweets More Than 8 Times A Day?
• Who Responds To Notifications?
• Who Uses Twitter Analytics?
• Who Builds Lists?
• Who RT/ Own/ Talks – 33% Rule?
• Who Runs Crazy Promos?
• What Time Do You Tweet?
Stand For Something
Be Real
Please Your Purpose
Have A Reason To Be Here
Mix It Up
Images
Hashtags
Timings!
Respond To People
Promote Yourself
Keep Building Followers
Flatter People
Reward People
Tweet OftenHave Fun
Look For Opportunities
Best Practices
Build a strategy and stick to it (incorporate all of these ideas into the strategy)
“Facebook doesn’t workfor my business”
Maybe you’re just writing boring content?
You All Will Know Facebook So We Won’t Cover The Personal
But what about business?
Personal Facebook users are now used to seeing businesses on Facebook,
where it fails is the content these businesses put out.
The Aim Of The Game:
Content should be scored on how much engagement you receive
With that in mind what kind of posts are the most engaging?
When people do any of these three components your message gets
Boosted and more people will see the post (higher impressions). This is Organic
Traffic – Now think what you could do if you boosted it!
Sending a piece of marketing to 20,000 targeted people in
a matter of hours – No Facebook is not for us!
Use Promotional Links To Drive People
To Your Website
Use Great Images & Content
Create A Two Way Story
Share Discounts & Promotions
Exclusive Offers
Last Minute Deals
1
2 3
4
Likeable Turbo Boosting
Social Media For Restaurants
Evolution Meets GenerationStory time – are you sitting comfortable then ill begin ….
2005 2014
2008 2011
20 – 30 Year Old Baby/ Married/ House
Lost
1-
New Blood
Older Customers Finished Cycle
2-
2nd Wave – Baby/ Married/ House
Every evolution means we have to adapt to their marketing needs!
2005 – Direct Mail/ Word Of Mouth
2009 – Twitter/ Facebook
2011 – Instagram/ Snapchat/ Pintrest/ LinkedIN/
Google+/ Vine/ Foursquare/ You Tube
Customers
Ever Evolving
New Blood
New Blood
Now can we expect these to return?
Should we market to them the same way?
Essential Social Media For Restaurants
Contact Us The Restaurant Inspectors
www.therestaurantinspectors.co.uk
01332 418428/ 07976 615048
