maximizing restaurant customer experience with social media data
DESCRIPTION
These slides outline how you can use customer data to learn more about current and potential customers, figure out your position on a competitive landscape, and use those findings to enhance your customer’s experience. This slideshare was presented by Dennis Stoutenburgh, President and Co-Founder of Social Strategy1, at this year’s Summer Brand Camp. SBC2014 is a community of passionate leaders from Marketing, Human Resources and Operations who gather annually to provide new skills and business insights in today’s increasingly social and mobile culture. Stoutenburgh presented during the session, “You’re Next Curve Jump: Connecting Sales, Social & Strategy” along with Wally Doolin, Chairman of TDn2K, Bob Rycroft, Executive Director of Finance & Strategy at TDn2K, and Kathleen Wood, Founder & Chief Catalyst of Suzy’s Swirl. This thought-provoking session focused on connecting social not just to sales, but to business strategies at large – strategies that are enhanced through social listening tools. One of the primary listening tools exampled in this session was White Box Social Intelligence, the restaurant industry’s first ever location-based social media listening platform that combines engagement and measurement tools with operational, sales and competitive data analysis. With millions of consumers and businesses now using social media, there is so much data that can be pooled for various business purposes. Furthermore, it is all measureable.TRANSCRIPT
Dennis Stoutenburgh | [email protected] Hill | [email protected]
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Measuring and Executing on What Matters
Maximizing Social Data: WhiteBox Social Intelligence
Socially Enabled Consumer – Embrace Them!
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
1. Unprecedented access to Voice of Consumer
a) Preferences – Food, Beverage, Service
b) Competitive Insights
2. Limitless Engagement Opportunities
3. Transformative Data Intelligence
a) Enhance Customer Experience
b) Execution – new menu items, management
c) Growth Strategy – markets, expansion
Why Brands Don’t and Should
• Don’t Embrace:– Message not controlled – scary!– Early Social Metrics – Fans, Followers, etc – No Attributable
ROI
• Should Embrace:– Harvard Business study shows one star Yelp increase can
increase revenues by 5 to 9 percent.– Harris Interactive study reports 71% of consumers rely on
peer ratings and reviews to influence purchase decisions.– More than 50% of Americans trust User Generated Content
(UGC) over corporate websites (16%) or news articles about a company or product (14%).
– Nearly 80% of social media users rely on social media sites to research products and read reviews.
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
What Are The Social Metrics That Matter? Likes? Followers? Fans?
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Why Do Customers Engage?
1. Rewards – Discounts, Sales
2. Communications – Opportunities, Customer Care
3. Entertainment
4. Community – UGC – Aligned Goals
5. Customers Want to Engage – Provide Value
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Engagement is Economics
Forrester Report: % probability of having made a brand-related purchase within 12-months
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Social Customer Care is MarketingCustomers expect to be heard and engaged
throughoutthe entire brand experience, not just during sales process.
Social Care Best Practices - Proactively Reactive
1. Timely
2. Relevant
3. Personal
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Timely
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Messaging regardless of Purpose (Marketing, Research or Care) Must be Personalized!
Social Media provides window to personalize themessage
Brands need to take Advantage• Issue• Channel Preference• Location• Influence
Non-personalized messaging: Channel Irritation
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Building an Engaged Community1. Social Listening drives Strategy
2. Platform Analytics
3. Brand Content Creation driven by Listening Campaign
4. Community Management
1. UGC drives Engagement
2. Ratings and Reviews Matter – A Lot!!
3. Transparency = Trust
4. Empowered Communities drive revenue, product development, loyalty, affinity and creativity
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
It’s All Measurable
White Box Social Intelligence
WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL
Social media meets operational data White Box shows brands how customer experience effects the bottom line.
Track locations, score your experience and compare results to sales and competition.
Engage your customers all from One Platform!Built for You by You!
White Box
AnalyticsAggregated from social sources and organized by:1. Brand2. Region3. DMA4. Location
Proprietary Social Scoring• Ratings and Reviews• Sentiment and Social Activity• Segment and Competitors
Consumer VoiceOrganized by operating attribute and sentiment:1. Food2. Beverage3. Ambiance4. Service5. Intent
Real Time Notification• Customizable at the location level
White Box
NotificationsProvide team with timely information about actions in the social arena:1. Scheduled – Can be scheduled weekly, daily,
or hourly.2. Sentiment – Can be filtered by positive,
neutral and negative3. Filtered by franchise, region, DMA, or
location 4. We keep a historical record of all
notifications sent by the platform
Engagement5. Engage customers using Facebook and
Key Takeaways
1. It starts with Social Listening and should be a integral part to an ongoing Social Strategy – Define Success – Measurable, Meaningful Metrics
2. Social media users want you to engage with them - Deliver Value
3. Messaging Must Be - Timely, Relevant and Personal
4. Create meaningful content and you’ll foster brand advocates
5. Communities should be Fostered not controlled
6. Measure and analyze the data to Refine/Evolve Strategy!!
THANK YOU
Contact Info:
Dennis Stoutenburgh | @DennisSS1972.267.0100 (Office)[email protected]
WhiteBoxSocial.com
SOCIALSTRATEGY1.COM | @SSTRATEGY1