Unipco - Social Media 101 - For Restaurants & Small Business

1. Social Marketing for
Restaurants

2. Social Media Connects Like-Minded
People

3. Social Media Etiquette 101
You Have to Give a Little, to Get a Lot.
To Take Advantage of any Social Network
to Increase Business Volume,
You Must First Join & Share.
To be Successful, You Must First Participate in that Social
Network.

4. Social is the New Advertising
$

5. Social Media is Social Science, Not
Technology.
Powerful, Self Managed Advertising for Your
Restaurant

6. Social Media: Customers Spread the
Word.

7. Your Restaurant Has Events?
Share Them

8. Each Social App Has Unique Audience
Use

9. Add Social Media To
Your Restaurants’ Menu

10. #1. Why Social Media is Important ?
• 1. Protect your Reputation – Reviews Influence
Decisions.
• 2. Grow Your Audience: Target Ads, Content Posts
that Help to Grow Your Potential Customers to
Choose You.
• 3. Engage and Motivate Your Audience to Buy:
Social sharing of content drives traffic ( customers)
to you.
• 4. Track Your Results: Reporting by social media
platforms provide valuable insight into:
( a ) Interests; ( b ) Issues; and, ( c ) Intent.

11. Master Social Media’s Five
W’s
• #1. Why: Your Risk in Reputation Management;
• #2. Which: Current Top Performers for Food Service;
• #3. Where: Web site is Hub, Social is Distribution Effect;
• #4. What: Build Interest, Be Relevant, & Be Personal;
• #5. When: Timing Increases Reach, Frequency, &
Likes;
• and, the How: Best Practices in Social Media
Messaging, Marketing &
Management.

12. #1. WHY: Social Media’s
Impact on Revenue:
• 7 out of 10 Consumers: Look Online First for Local
Business information. ( Your Web Presence VIP )
• 80% of Consumers: More Likely to Try New Things
Based on Social Media Friends’ Suggestions.
• 81% of Consumers: Say it’s Important for
Businesses to Respond to Reviews.

13. Social Advocacy is Powerful,
Free Advertising

14. #1. WHY: Social Media’s Impact
on Revenue:
• 51% of Facebook Users,, and 64% of Twitter Users,
are more likely to buy products and services from
businesses they ‘like’ or follow. ( Brand Visibility )
• 8 out of 10 Consumers: Likely to Seek the Opinions
of Others Online Before Buying Goods or Services.
• 64% of Consumers: Have Changed their Minds
Because of Those Opinions. ( Social Proof in Action )

15. Social Referral is Effective
Advertising

16. What You Can Do Now
to Start Social Strategy
# 2 WHICH: Current Best Practices for Social Media Apps
That Can Attract Customers to Your Restaurant

17. Leveraging Social Media to Your Advantage

18. # 2 WHICH: Google+
Business Listing Priority

19. Google+ Integrates Search Results & Map
Location

20. Google+ Provides Complete Result for
Customers

21. #3 WHERE: Website is
Today’s
Phone Number

22. #3 WHERE: Website is Social Content
Hub

23. Think Delicious Plate Menu Photography

24. Focus on Menu Graphics, Descriptions &
Mobile
Restaurant’s Website is Designed to
Engage.
“Restaurants and food outlets are among
the businesses that stand to benefit most
from the boom in mobile search, as
dining out is often an impulse decision
made while on-the-go.”

25. Your Restaurant’s Website:
Hub of Social Content, & Strategy
“Restaurants Need to Think About Mobile Web
for Customers: Make it Easy to See What You
Offer Them”

26. No Website?
Create a Facebook Page Instead

27. 19 Million Canadians on Facebook-2013
65% CDN’s 14+, On Facebook At Least Once a Month
29 Million Canadians are Over the Age of 14

28. 13 Million Canadians on Facebook Mobile

29. 2.2 Million Canadian “Likes”
for Tim Hortons

30. Promote, Re-Publish Positive
Reviews on Facebook

31. Facebook:
You Never Know Who Will Promote You

32. “I ate in probably the best Italian restaurant
I’ve ever been in”

33. If Your Time, Budget are an Issue,
Focus on these Top 3 First
Critical To Be Found: Google+ Page,
With Business Location Registration.
• Critical to Control Your Online Message: By
Website Ownership.
• Critical to Leverage Facebook: Referrals, & Visibility
Ad Tools

34. Managing Your Social Media Message
Effectively
• Like it or not, Customers are Talking
about You Online. Even more are
listening:

35. A Blog Invites Your
Customer’s Conversation

36. #4 WHAT: Blog is Effective Social
Messaging
A Blog is Interactive Centerpiece for Customer
News

37. #4 WHAT: Optimize Everything
For Social
• Add a Blog to Your Web Site; – Personalize your Relationship
with Existing Customers. - - Helps to Solicit New Ones with
Personality, Content, Photos, Recipes, and local Community
Links.
• Create Customer Contests and Give-a-ways, Write about how
various community groups are building a Better Community.
Celebrate the Community Builders in Your Area.
• This Content Strategy is what you post links and photos to on
the appropriate Social Platforms. Community Rocks

38. #4 WHAT: Pinterest for Fashion,
Décor & Food Visuals

39. Pinterest Shares are
Meant to Create Desire
Pinterest’s Best Use: To Create Links Back to
Your Menu Specials, Plate Presentations &
Start Emotions

40. #4 WHAT: Pinterest: Power of Visual Imagery
Post Creative Photos of Menu Dishes on Pinterest to Attract New
Followers.

41. You May Discover Creative Ideas

42. Pinterest Important for
Developing Desire to Have
Pinterest Product Visuals and Facebook Community
Sharing are Driving Online Retail Sales.
• Link your Images to Facebook Ad Offers, or to your
Web Site’s Menu Display Page. Invite visitors to try a
coupon.
• The 2 mile radius around your restaurant is the vital
80% of the Pareto Principle of 80/20.
• This is why Facebook is the most effective
restaurant marketing platform right now. It allows
you to promote by location. ( Especially their Ad
Display Location Settings)

43. Instagram/Vine – Short Video Sharing
Sites

44. # 4 WHAT: Instagram & Vine
are Popular with Age 18-24
Under 30 – Big Eating Out Often & Spenders.
Big Users of Video Sharing of Moments in Real
Time.

45. Core Staff Resumes On LinkedIn,
Website
Every Business Owner/Manager Should
Have a Professional Career Profile on
LinkedIn.

46. LinkedIn Establishes Professional Profile

47. #4 WHAT: LinkedIn, Yelp &
Local Business Directories Important
Make sure that Wherever a Customer Looks, Your
Restaurant is Found, & Listing Info is Accurate.
LinkedIn: Valuable for Staff Recruitment, Create a
Business Profile for your Restaurant’s Catering Plan
Local Business Directories like Yelp, Yellow Pages, &
TripAdvisor / Travel Sites should be Checked for
Accuracy, Links and User Reviews for Highlighting on
Your Social Sites.

48. Use LinkedIn to Target Business Sales

49. Yelp & Local Directories Offer
Valuable New Customer Referrals

50. Twitter is Useful: Timely & Promotional

51. #5 WHEN: Twitter Ranks
Second in Popularity in Canada
In Canada, Twitter ranks second in popularity. Tweets
can be shared in English or French. (More popular with
Anglophones).

52. Twitter is A Timely Message Platform

53. HOW You Can Use Social Media
Effectively
• You do not have to do everything at once. It is
intimidating. You do not have to use all the available
social platforms.
• However, the more you do to promote your location, and
the more that you engage with customers online, the
more you will stay in their top-of-the-mind awareness. (
Brand Recall )
• Awareness that will drive decisions as to where to dine,
or entertain with their friends next. Social referral is

54. Case Study in Restaurant Using
Social Platforms Effectively
Facebook Ads – Boosted Posts:
Actual Campaign Spend & Results

55. Thank You

56. Thank You

57. Questions
?..............................................................

58. Additional Reference Material
Regular Blog Updates Increase Visitors to Your
Website

59. # 4 WHAT: Blog Content is Social
Strategy
Blog Content Suggestions:
• Education: Explain How You Develop Your
Menu.
• Opinion/Newsletter: Be Your Community’s
Booster.
• Guest Blogging: Invite Community Chairpersons
to Tell Their Organization’s Story.
• Website Search Optimization (SEO): Add Current
Content on a Regular Schedule. Retain a Freelancer.

60. 65% CDN’s 14+, On Facebook
At Least Once a Month
29 Million Canadians are Over the Age of
14