Discovery social media tactics and learn from case studies of to increase awareness and loyalty of your restaurant dinners through social media.

1. @eric3000
How
Restaurants
Social Media
Win on
@eric3000

2. @eric3000
• Roles social media plays for your
restaurant
• Social media tactics for restaurants
• How to harness and respond to customer
reviews
TODAY’S AGENDA

3. @eric3000
Social Media Tactics

4. @eric3000
• Helpful
• Useful
• Timely
• Informative
• Relevant
• Practical
• Actionable
• Generous
• Credible
• Brief
• Entertaining
• Fun
• Occasionally funny
Posts and tweets should have as many of these attributes as
possible
Social Media Communication Guidelines

5. @eric3000
“Make it simple. Make it memorable.
Make it inviting to look at. Make it fun
to read.”
Social Media Communication Guidelines
– Gary Vaynerchuk

6. @eric3000
CONTESTS

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CONNECT WITH COMMUNITY

8. @eric3000
CONNECT WITH COMMUNITY

9. @eric3000
CONNECT WITH COMMUNITY

10. @eric3000
CONNECT WITH COMMUNITY

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DEALS/PROMOS

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IMAGES OF FOOD

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IMAGES OF FOOD

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FUN

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FUN

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ACCESS

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ACCESS

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ACCESS

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Reviews

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TRUSTED SOURCES FOR RECOMMENDATION

21. @eric3000
Negative reviews play an important
role too
• A variety of experiences is
consistent with real life
• You can’t please 100% of your
customers 100% of the time
85% OF YELP REVIEWS ARE POSITIVE

22. @eric3000
“I received the following PM from
the owner of this place:
'dont eat out'
I've never met you but after
reading your review I don't want to.
You seem boring and have none of
the qualities I request in a human.
If I was introduced to you on the
street I guess I would say hi, nice
to meet you, but I would not mean
it”
WHAT NOT TO DO: ARGUE WITH YOUR CUSTOMERS

23. @eric3000
• Your reviewers are your paying customers
• Your reviewers are human beings with
(sometimes unpredictable) feelings and
sensitivities
• Your reviewers are vocal and opinionated
(otherwise they would not be writing
reviews!)
Page 23
WHAT NOT TO DO: ARGUE WITH YOUR CUSTOMERS

24. @eric3000
Subject: Sorry about your visit with us...
Hello Jen,
I know there are no excuses for bad service... I am working hard at fixing our
current problems. Thanks for the helpful review...most owners would never say
that, but I need constructive input from our "real" customers. I don't know who
the other reviewers are but I would hope it is how the people really feel about
my business. I hope you give us another shot as I am in the process of getting
more beers and better bartenders. Please feel free to contact me with any
constructive input anytime.
Thanks
Bill XXXXXX(owner)
415-283-6764
Page 24
Ah! You acknowledge
upfront that I was in the
right.
Wow! You really care about what I thought
and wrote. And you even made changes.
This seems like a really thoughtful
and pleasant business owner.
Maybe I did just catch them on a
bad day…..
WHAT TO DO: BE AUTHENTIC AND FRIENDLY

25. @eric3000
1. Validate – Compliment genuinely
2. State – Show you understand them
3. React – Ask a question
VALIDATE, STATE, REACT

26. @eric3000 Page 26
Privately message your customers. It’s free.
PRIVATE MESSAGE YOUR CUSTOMERS

27. @eric3000 Page 27
Publicly comment on a review. New free feature.
LEAVE A PUBLIC REPLY ON THE REVIEW

28. @eric3000
DEALING WITH THE BAD REVIEW
“One of the worst evenings out in a while…All fine
except the rib was so tough that it was practically
inedible - I left half of mine (I even asked for steak
knives which didn't help!)”
“With this in mind, a small gesture, bit off the bill,
drink, free dessert etc. goes a long, long way”

29. @eric3000
THE RARE EXCEPTION
“Unfortunately, there are a small minority of people that
use these sites for ulterior and more sinister motives and
these people, like yourself, are a disease upon our
wonderful industry, and it must be addressed.”
“You claim to be foodies. I have never met a self professed
foodie start his meal with a bowl of chips.”
“The rude and incompetent waiter you speak of was me.”

30. @eric3000
Amount Consumers Willing to Spend for 5-Star Service
October 12-18, 2007
Source: comScore, Inc./The Kelsey Group
Service (Suggested Average Price)
Excellent
(5 Stars)
Good
(4 Stars) Lift
Restaurant Meal ($20) $37.95 $25.44 49%
Restaurant Meal ($50) $59.93 $41.40 45%
Hotel ($100) $137.36 $99.73 38%
Home ($250) $252.15 $209.50 20%
Travel ($350) $366.72 $299.81 22%
Legal ($60) $104.36 $52.51 99%
Medical ($15) $29.67 $23.54 26%
GOOD CUSTOMER SERVICE PAYS FOR ITSELF

31. @eric3000
Central dashboard
CHECK YOUR DASHBOARD

32. @eric3000
THE OPPORTUNITY
• Be aware of all the places where your
customers are talking about you online.
• Read all of the feedback and look for
trends
• Engage in constructive conversation with
your customers

33. @eric3000
Questions?

34. @eric3000
Twitter: @eric3000
THANK YOU!