how restuarants win on social media

@eric3000

HowRestaurants

Social MediaWin on

@eric3000

@eric3000

• Roles social media plays for your restaurant

• Social media tactics for restaurants• How to harness and respond to customer

reviews

TODAY’S AGENDA

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Social Media Tactics

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• 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

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“Make it simple. Make it memorable. Make it inviting to look at. Make it fun

to read.”

Social Media Communication Guidelines

– Gary Vaynerchuk

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CONTESTS

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CONNECT WITH COMMUNITY

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DEALS/PROMOS

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IMAGES OF FOOD

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FUN

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ACCESS

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Reviews

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TRUSTED SOURCES FOR RECOMMENDATION

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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

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“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

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• 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!)

WHAT NOT TO DO: ARGUE WITH YOUR CUSTOMERS

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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.

ThanksBill XXXXXX(owner)415-283-6764

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

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1. Validate – Compliment genuinely2. State – Show you understand them3. React – Ask a question

VALIDATE, STATE, REACT

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Privately message your customers. It’s free.

PRIVATE MESSAGE YOUR CUSTOMERS

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

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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”

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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.”

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Amount Consumers Willing to Spend for 5-Star ServiceOctober 12-18, 2007Source: 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

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Central dashboardCHECK YOUR DASHBOARD

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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

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Questions?

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Twitter: @eric3000

THANK YOU!