DigitalMarke,ngRelevancyForRestaurants

YourSocialGuideTobyBloomberg

@tobydiva|@divafoodies

OurGamePlan

Intro

Deconstruct

---

TheShare

Construct

InternalSocialChannels

3

IsYourSocialPersonality?

SelfieCentered,Pinhead,OneUpper,Onedowner,LikeLiker,HashTagHyper,Play---by---play,SoapboxChampion,Lurker,KidPixer,???

IsYourRestaurant’sSocialPersonality?What

Socialmediahasbecomepartofourworldandourwork.

ChefVirginiaWillisOnSocialMedia

DivaFoodiesInterview

Youareonlyasgoodasyourlastmeal.JackBruell,ExecuJveChef/RestaurantOwner

JamesBeardAwardCandidateBestChef2010

REMINDER

Deconstruct

Stand Alone

What DoesSocialMediaMeanAtYourRestaurant?

Marke,ngTool

ExtendsCustomerService

Rela,onshipBuildingChefs&Restaurant---brand

Involved&EngagedwiththeRestaurant/chef/staff

BrandAwarenessCustomerLoyalty&TrustMenu/SpecialsPromoJonBrandAdvocacyDiscoverySearchEngineOpJmizaJon---SEOResearch/Feedback

EnhancesCustomerIn---RestaurantExperience

SaveMemoriesShareExperiences

Te l l Yo u r Story!

Resources/Time/Budget

Authentic

Payback/Goals

Lack of knowledge

Not a management priority

Fear of trolls/ negative comments, reviews

Howtokeepsocialfromtakingover

What DoesSocialMediaMeanToYourCustomers/Community?

hXp://www.staJsta.com/staJsJcs/302238/restaurant---operators---acJve---on---social---media---by---restaurant---type---us/

What DoesThisMeanForYourRestaurant?

AreYourBusinessGoals?

What Improvecustomerservice

IncreasecorporateparJesby%

Increasecommunityinvolvement

Testnewdishes

Increasereferralsby% BeTheGoToRestaurantFor…

ExamplesIncreasebreakfasttrafficby%

SoManyChoices…..SoLiXleTime!

SocialChannels

TheBigGuns

TheVisuals

TheLocalSearch

ForBusiness ForVideo

PosAngConsistency

#1 FacebookFeedback/EngagementBrandStatusUpdatesWhatyoupost

#2 FacebookFeedback/EngagementCommunity’sposts

FacebookPublicInforma,on

What Couldthismeantoyourrestaurant?

FacebookCHANGES!1. VideosAreTheNameOfTheGame

FacebookCOOSherylSandbergsaidhavingmoreconsumervideointheNewsFeedhelpsadsthatincludevideofeelmorenatural.

2. PromoJonalPostsWon’tBeSeenPostswriXenexclusivelyforpromoJonalorsalesreasonsPostspeopletobuyaproductordownloadanappPostswiththeexactsamecontentasrun---of---the---millads

3. TheEndof“LikeGate”

4. CallToAcJonBuXonsBookNow,ContactUs,UseApp,PlayGame,ShopNow,SignUpandWatchVideohXps://www.facebook.com/business/a/online---sales/calls---to---acJons

hXp://markeJngland.com/want---maximum---reach---facebook---dont---post---photos---118536

What'sthedifferencebetweenimpressionsandreach?

ImpressionsarethenumberofJmesapostfromyourPageisdisplayed,whetherthepostisclickedornot.PeoplemayseemulJpleimpressionsofthesamepost.Forexample,someonemightseeaPageupdateinNewsFeedonce,andthenasecondJmeiftheirfriendsharesit. ReachisthenumberofpeoplewhoreceivedimpressionsofaPagepost.ReachmightbelessthanimpressionssinceonepersoncanseemulJpleimpressions.

hXps://www.facebook.com/help/274400362581037

hXps://www.facebook.com/help/127563087384058

ExtendedInformaJon

Cute Firefighter

From the heart

ht

tps://twiXer.com/_ml_

TheFrenchLaundryTellsTheirStoryOneTweetADay

hXps://twiXer.com/mcdonalds

McDonaldsSuperbowlTweets

1.  Tweetyourbeat2.  Sharesomepersonal3.  Includeurls,photos,video4.  @citeyoursources5.  Createlists6.  Thankyourcommunity

forretweets,menJons7.  Behindthescenes8.  Livetweetbreakingnews9.  ParJcipateintweetchats10.  Moreisless..120characters11. @eachother12. Hashtags---yours&their’s13.  Talkwithyourcommunity!

GrowYourTwiXerCommunity

Supports Credibility Brand + Employees

Customers/CommunityAdverJsersNewHiresPartners

34

LinkedInCorporatePage

LinkedInCorporatePosts

LinkedInCorporatePage

LinkedInCorporatePagePosts

hXps://instagram.com/p/xbptwlTEDq/?modal=true

WhatisDifferent?

41

Important!ClaimYourLocalRestaurantOnGoogle

hXps://support.google.com/business/answer/4566606?hl=en

PhotoAlbums

hXp://www.saveur.com/gallery/Indie---Food---Magazines/?image=1

TwiXerContent

Share

hXps://www.flickr.com/photos/paguma/7407230772/

Your Next Steps

How Will You Reconstruct?

Engage

▪ Educate▪ EmoJonalConnecJon▪ Entertain

Now I C a r e VALUES C o n t e n t

BobbleheadCupPhotoSharingContest

To help build excitement for its biggest promotion of the year, Cinco de Moe’s, Moe’s Southwest Grill created a limited edition bobblehead cup that could be purchased at any location across the country. Moe’s then used their social media channels to engage with their audience, while asking them to share bobblehead images through Twitter, Instagram and Facebook using #cincodemoes. Moe’s promoted the campaign online and drove traffic to the restaurants, where guests had to acquire the bobblehead cups. In-store signage (as well as the cups) helped encourage customers to post images and videos online and participate in the entire Cinco experience.

CincodeMoe’sMulJChannelCampaign

CincodeMoe’s:ResultsFacebook6,593,426totalFacebook

impressions24,768newFacebookfans

(13.41%increase) TwiXer2,114,342totalTwiXerimpressions70,321totalTwiXerengagements

(33.33%engagementrate)3,850tweetsincluded

#cincodemoes(Lastyear’stweetcount:1,345)

Images650bobbleheadimages(TwiXer&

Instagram)werecaptured

SocialMediaSuccessTipsResources1.  Whodoyouwanttotalkto?(Targetaudience)2.  Wherearetheyhangin’inthesocialweb?ContentDirec,on1.  Whatdotheyandyouwanttotalkabout?2.  Howwillsocialmediasupportyourgoals/objecJves?Results1. Whatissuccesse.g.whatwillyoutrackandmeasure?YourComfortZone1.  Knowyourownboundaries2.  Whowillyoufriend,follow,respondto?3.  Whattypeofcontentwillyounotcreate?

Activity: What is it ?

. . . how are you using it?

Instructions:

1. What’s the platform?

2. How are you using it?

3. How have you seen it used most effectively?

AreYourMetrics?

What Likes

Comments

Shares

Reach---organic,total

Postsyoucreated

Yourcommunitycomments

Impressions

AreYourMetrics?

What Favorites

Retweets

@menJons

Followers

PotenJalReach

YourTweets,RT,@MenJons,Follows

Useofyourhashtag

6QuickTellTips1.  Emailsignature2.  FacebookInfo3.  Businesscard4.  Tat5.  Menu6.  LinkedIn

Questions Your Responses What is success for you?

Whatisyousocialpersonality? Who is your audience/s? Who will you follow/friend? What social networks will best drive results? Where will you dedicate your color outside the line time?

How will you participate with your community?

How often will you post? Time of day Whatpercentageof“brand”posts/tweetsversusother?

What type of content e.g. media, curation, creation will you include?

Getting Started

C o n t i n u e t h e C o n v e r s a t i o n

www.linkedin.com/in/tobybloomberg

TobyBloomberg@tobydiva @divafoodiestoby@divafoodies.com

www.divamarkeJngblog.com

www.divafoodies.com