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Get Connected:
                Social Media and Online Reputation for Restaurants
                @dennispang, POPCORN

               ions using the hashtag
          quest
        r
      you
Tweet




        #    BCHospSM
AGENDA

  Introduction:             The Importance of Social Media

  Hootsuite:                The basics and how it can manage your SM accounts

  Brand Monitoring:         Google Alerts, SocialMention

  Social Analytics Tools:   Social Mention, Facebook Insights, Crowdbooster, SocialBro

  Online Influence:          Klout, PeerIndex, Kred




Questions? Tweet using the hashtag #BCHospSM
INTRODUCTION

       Founder of Popcorn, PR firm for Vancouver Restaurants
       (specialize in social media marketing)

       Over 10 years experience in Internet Marketing

       5 years experience helping businesses with Social Media Marketing

       More influential than the Canucks but less influential than Justin Bieber
       (according to Klout)


Questions? Tweet using the hashtag #BCHospSM
BC Hospitality Conference 2011
Restaurants & smartphones




Questions? Tweet using the hashtag #BCHospSM
connecting with high-tech consumers


      Enjoyment is what drives the majority of technologically
      connected individuals to patronize restaurants

      94% of connected adults said they enjoyed going to restaurants

      51% of social media savvy adults said restaurants were an
      essential part of their lifestyles

Questions? Tweet using the hashtag #BCHospSM
high-tech habits

Proportion of adults who said they do the following at least once a month:
                                                           ALL              CONNECTED                    SOCIAL
                                                                                                         MEDIA
                                                          ADULTS              ADULTS                     SAVVY

 Eat at a sit-down restaurant with waitstaff service        84%                   89%                    92%
 Purchase a meal or snack from a fast-food
 restaurant or carry-out place                             83%                   89%                    87%
 Purchase dinner from a restaurant, carry-out
 place, or delivery place to eat at home                   72%                   78%                    80%
                                                Source: National Restaurant Association, National Household Survey, 2010

Questions? Tweet using the hashtag #BCHospSM
what does all this mean?

      Conversations about your restaurant are happening with or without you

      Review sites (Yelp, UrbanSpoon, Dinehere, Google Places)

      Facebook, Twitter, Foursquare, Instagram, etc.

      Blog Postings


Questions? Tweet using the hashtag #BCHospSM
Opportunities


      Improve customer service
      Engage with loyal customers
      Increase visibility with potential customers
      Community building


Questions? Tweet using the hashtag #BCHospSM
More Opportunities


      More cost effective than traditional advertising, turn
      your customers into brand evangelists

      Power of word of mouth. 14% of people trust
      advertising, 87% trust word of mouth/referral

      Make things right with unsatisfied customers

Questions? Tweet using the hashtag #BCHospSM
downsides


      Not having a clear plan or execution strategy
      can do more harm than good

      Not engaging

      Using it too much for a self promotion tool

Questions? Tweet using the hashtag #BCHospSM
When things are going well




Questions? Tweet using the hashtag #BCHospSM
doing it wrong
Example one                                         Example two
NomNom Fine Cuisine - April 3rd, 2011

NOM
              Here’s our daily menu: http://jgawr
NOM                                                 NomNom Fine Cuisine - April 26th, 2011

NomNom Fine Cuisine - April 2nd, 2011                                                      NOM
                                                     @VancouverFoodie Glad you liked it!
                                                                                           NOM
NOM
              Here’s our daily menu: http://jgjfh
NOM                                                 VancouverFoodie - April 3rd, 2011

NomNom Fine Cuisine - April 1st, 2011
                                                     Loved my breakfast at @NomNom!
NOM
              Here’s our daily menu: http://tpefh
NOM


Questions? Tweet using the hashtag #BCHospSM
Popcorn’s magic social media formula



                         20% Share Interesting Content
                         10% Self-Promotion
                         70% Conversation



Questions? Tweet using the hashtag #BCHospSM
introduction to hootsuite

      Social Media Dashboard (monitors multiple networks)

      Schedule messages ahead of time

      Monitor keywords

      Manage a team

      Analytics and Reporting
Questions? Tweet using the hashtag #BCHospSM
Creating a hootsuite account




Questions? Tweet using the hashtag #BCHospSM
scheduling messages in hootsuite

  Tweet strategically
  with the schedule
  function.




Questions? Tweet using the hashtag #BCHospSM
setting up keywords and monitoring

Monitor what’s
being said about
 specific topics.




Questions? Tweet using the hashtag #BCHospSM
geotargeting

 Talk to
 people in
 your area.




Questions? Tweet using the hashtag #BCHospSM
finding your exact location




1. Open up Google Maps (http://maps.google.ca)
2. Input location
3. Copy coordinates (49.147131,-122.786636)
4. Enter into Hootsuite
eg. “pizza geocode:49.147131, 122.786636,20km”




Questions? Tweet using the hashtag #BCHospSM
hootsuite analytics

  Measure your
  success.




Questions? Tweet using the hashtag #BCHospSM
google alerts




Google Alerts are email updates of the latest relevant
Google results (web, news, etc.) based on your choice
of query or topic.

- Monitor your brand / restaurant name
- Monitor your industry / competition
- Receive emails as they happen, once per day,
or once per week

http://www.google.com/alerts


Questions? Tweet using the hashtag #BCHospSM
social mention

       Same idea as Google Alerts, but for real-time social media
       search (Twitter, Facebook, Flickr, blogs, etc.)

       Tracks sentiments         28:1
       http://www.socialmention.com
Questions? Tweet using the hashtag #BCHospSM
facebook insights

      If you have an existing company page on Facebook

      Track likes, active users, post impressions & feedback


      http://www.facebook.com/insights

Questions? Tweet using the hashtag #BCHospSM
BC Hospitality Conference 2011
crowdbooster


      Recommends the best time of day to tweet based on
      when your followers are most active and how your
      previous tweets have performed

      Recommends influential users who follow you that
      you should engage

Questions? Tweet using the hashtag #BCHospSM
BC Hospitality Conference 2011
socialbro
Discover users to follow (download required)
measure your online “influence”


       Klout (http://www.klout.com)

       Peerindex (http://www.peerindex.com)

       Kred (http://kr.peoplebrowser.com)

Questions? Tweet using the hashtag #BCHospSM
Conclusion - key takeaways


       Social Media Marketing is booming

       Monitoring the Web is essential for every business

       There are many free tools available to help you

Questions? Tweet using the hashtag #BCHospSM
Questions?
If you have great food and service, then people deserve to know.
Contact us for a FREE consultation on how we can help you increase
your online footprint.

www.gopopcorn.ca
info@gopopcorn.ca
(604) 218-6978

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BC Hospitality Conference 2011

  • 1. Get Connected: Social Media and Online Reputation for Restaurants @dennispang, POPCORN ions using the hashtag quest r you Tweet # BCHospSM
  • 2. AGENDA Introduction: The Importance of Social Media Hootsuite: The basics and how it can manage your SM accounts Brand Monitoring: Google Alerts, SocialMention Social Analytics Tools: Social Mention, Facebook Insights, Crowdbooster, SocialBro Online Influence: Klout, PeerIndex, Kred Questions? Tweet using the hashtag #BCHospSM
  • 3. INTRODUCTION Founder of Popcorn, PR firm for Vancouver Restaurants (specialize in social media marketing) Over 10 years experience in Internet Marketing 5 years experience helping businesses with Social Media Marketing More influential than the Canucks but less influential than Justin Bieber (according to Klout) Questions? Tweet using the hashtag #BCHospSM
  • 5. Restaurants & smartphones Questions? Tweet using the hashtag #BCHospSM
  • 6. connecting with high-tech consumers Enjoyment is what drives the majority of technologically connected individuals to patronize restaurants 94% of connected adults said they enjoyed going to restaurants 51% of social media savvy adults said restaurants were an essential part of their lifestyles Questions? Tweet using the hashtag #BCHospSM
  • 7. high-tech habits Proportion of adults who said they do the following at least once a month: ALL CONNECTED SOCIAL MEDIA ADULTS ADULTS SAVVY Eat at a sit-down restaurant with waitstaff service 84% 89% 92% Purchase a meal or snack from a fast-food restaurant or carry-out place 83% 89% 87% Purchase dinner from a restaurant, carry-out place, or delivery place to eat at home 72% 78% 80% Source: National Restaurant Association, National Household Survey, 2010 Questions? Tweet using the hashtag #BCHospSM
  • 8. what does all this mean? Conversations about your restaurant are happening with or without you Review sites (Yelp, UrbanSpoon, Dinehere, Google Places) Facebook, Twitter, Foursquare, Instagram, etc. Blog Postings Questions? Tweet using the hashtag #BCHospSM
  • 9. Opportunities Improve customer service Engage with loyal customers Increase visibility with potential customers Community building Questions? Tweet using the hashtag #BCHospSM
  • 10. More Opportunities More cost effective than traditional advertising, turn your customers into brand evangelists Power of word of mouth. 14% of people trust advertising, 87% trust word of mouth/referral Make things right with unsatisfied customers Questions? Tweet using the hashtag #BCHospSM
  • 11. downsides Not having a clear plan or execution strategy can do more harm than good Not engaging Using it too much for a self promotion tool Questions? Tweet using the hashtag #BCHospSM
  • 12. When things are going well Questions? Tweet using the hashtag #BCHospSM
  • 13. doing it wrong Example one Example two NomNom Fine Cuisine - April 3rd, 2011 NOM Here’s our daily menu: http://jgawr NOM NomNom Fine Cuisine - April 26th, 2011 NomNom Fine Cuisine - April 2nd, 2011 NOM @VancouverFoodie Glad you liked it! NOM NOM Here’s our daily menu: http://jgjfh NOM VancouverFoodie - April 3rd, 2011 NomNom Fine Cuisine - April 1st, 2011 Loved my breakfast at @NomNom! NOM Here’s our daily menu: http://tpefh NOM Questions? Tweet using the hashtag #BCHospSM
  • 14. Popcorn’s magic social media formula 20% Share Interesting Content 10% Self-Promotion 70% Conversation Questions? Tweet using the hashtag #BCHospSM
  • 15. introduction to hootsuite Social Media Dashboard (monitors multiple networks) Schedule messages ahead of time Monitor keywords Manage a team Analytics and Reporting Questions? Tweet using the hashtag #BCHospSM
  • 16. Creating a hootsuite account Questions? Tweet using the hashtag #BCHospSM
  • 17. scheduling messages in hootsuite Tweet strategically with the schedule function. Questions? Tweet using the hashtag #BCHospSM
  • 18. setting up keywords and monitoring Monitor what’s being said about specific topics. Questions? Tweet using the hashtag #BCHospSM
  • 19. geotargeting Talk to people in your area. Questions? Tweet using the hashtag #BCHospSM
  • 20. finding your exact location 1. Open up Google Maps (http://maps.google.ca) 2. Input location 3. Copy coordinates (49.147131,-122.786636) 4. Enter into Hootsuite eg. “pizza geocode:49.147131, 122.786636,20km” Questions? Tweet using the hashtag #BCHospSM
  • 21. hootsuite analytics Measure your success. Questions? Tweet using the hashtag #BCHospSM
  • 22. google alerts Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. - Monitor your brand / restaurant name - Monitor your industry / competition - Receive emails as they happen, once per day, or once per week http://www.google.com/alerts Questions? Tweet using the hashtag #BCHospSM
  • 23. social mention Same idea as Google Alerts, but for real-time social media search (Twitter, Facebook, Flickr, blogs, etc.) Tracks sentiments 28:1 http://www.socialmention.com Questions? Tweet using the hashtag #BCHospSM
  • 24. facebook insights If you have an existing company page on Facebook Track likes, active users, post impressions & feedback http://www.facebook.com/insights Questions? Tweet using the hashtag #BCHospSM
  • 26. crowdbooster Recommends the best time of day to tweet based on when your followers are most active and how your previous tweets have performed Recommends influential users who follow you that you should engage Questions? Tweet using the hashtag #BCHospSM
  • 28. socialbro Discover users to follow (download required)
  • 29. measure your online “influence” Klout (http://www.klout.com) Peerindex (http://www.peerindex.com) Kred (http://kr.peoplebrowser.com) Questions? Tweet using the hashtag #BCHospSM
  • 30. Conclusion - key takeaways Social Media Marketing is booming Monitoring the Web is essential for every business There are many free tools available to help you Questions? Tweet using the hashtag #BCHospSM
  • 31. Questions? If you have great food and service, then people deserve to know. Contact us for a FREE consultation on how we can help you increase your online footprint. www.gopopcorn.ca info@gopopcorn.ca (604) 218-6978