@WeRRestaurants

/RestaurantDotOrg

/NationalRestaurantAssociationRestaurant.org

Improving Social Connections

Paul BarronCEO – Founder DigitalCoCo.com

October 10, 2012

The Social Connection

Over 40,000 Members Strong

Over 46 Million Consumers and

4,000 Restaurant Brands

How to start• Restaurant Social Media Index• The New Restaurant Consumer• Study of Social Consumers• Best Practices• Get your business in the RSMI

Premier digital and social media partnership

Developed in 2010 to index social consumers use of the restaurant and hospitality industries.

• More than 4,000 U.S Restaurant Brands• 37.2 Million U.S. Restaurant Consumers• 1.2 Billion restaurant occasions per year• Sentiment (Food, Service and Brand)• Digital and Social Engagement• Brand Influence• 16 Social Platforms

16 Platforms Tracking in-venue mentions and actions (LBA)

Social ROI Explained

social influence

connection

How social and influence review affects decision process- Critical Mass- Refer & Return (asking others , recommendations)- Relevant actions (restaurant visits, mentions, checkins)- Traceable (Frequency, competitors, cross segment)- Influencing others (Controlled outcome by consumer)

Crowd-sourcing

Viral nature

Social Influence

Hyper speed WOM

Methodology - How Social Works

The new restaurant Consumer

• Social-Savvy

• Connected

• Engaged

• Influential

Those born from 1982 through 1998 becoming voting age in 2016 or earlier

Someone born during the demographic birth boom between 1946 and 1964

Someone born 1965 through no later than 1982

Millennial

Generation X

Baby Boomers

79M

41M

95M

Shifting a 30 year consumer

500 Fast Casual Concepts

31,220 Restaurant &

Culinary Terms

2012 Midyear

31.8 Million Unique Social ConsumersBased on 500 Restaurant Concepts

16 Social Platforms

Segment Study Mid Year 2012

Segment Study Mid Year 2012

Fast Casual

Restaurant

Occasionsin 2012

31.8 Million Unique Social Consumers connected to the 500 restaurant concepts

1.2 Billion / Yr

3.2 Occasions P/mo

101.7 Million p/mo

Segment Study Mid Year 2012

QSR Cross-

Over

12.72 Million Occasions p/mo

.04 Occasions P/mo

31.8 Million Unique Social Consumers connected to the 500 restaurant concepts

Casual Cross-Over

38.16 Million Occasions p/mo

1.2 Occasions P/mo

31.8 Million Unique Social Consumers connected to the 500 restaurant concepts

Segment Study Mid Year 2012

What’s the pulse of a Digital Consumer in a Overall Restaurant Environment?

Full data of 37.2 million social restaurant consumers that also connect with over 4,000 brands in social.

Segment Study Mid Year 2012

Segment Study Mid Year 2012What’s the pulse of a Fast Casual Consumer Top Menu

Segments by Mentions and Interactions

Subset data of top Fast Casual Social Consumers that interact with specific Fast Casual menu segments.

Why Social and Digital

Overall Venue Data is rising

Overall Venue Data is rising

What’s Driving Location Based Actions with restaurant consumers?

Facebook Comments

TwitterComments 42.3%

31.9%

11.9%

7.1%Comments

Foursquare Check-ins - 21.2% Last 12 Months

Location Base ActionsIncreased 39.5% Last 12 MonthsMentions cross platform

Check in data is slowing

31.8 Million Unique Social Consumers connected to the 500 restaurant concepts

How to interactSocial restaurant consumers react and respond to what content?

29.8% On Facebook

Interactives

32.1.% On Twitter Content

38.4 % On Link

Content

58.1 % On Video and

Photo Content

Next Steps for restaurant operators• Understanding the new age and digital consumer• Staffing new teams for digital and social interactions• Competitive data analysis• Test and measure social and digital platforms and

programs• Get your brand in the RSMI• Get your Social Media Scorecard

Premier digital and social media partnership

Get your brand into the RSMI• http://www.digitalcoco.com/nra-members

Important URL

Start engaging these new opportunities• http://www.digitalcoco.com/nra-members

Important URL

Thank You

Paul Barronwww.digitalcoco.compaul@digitalcoco@paulbarron954.232.9628

Visit www.rsmindex.com

Premier digital and social media partnership

@WeRRestaurants

/RestaurantDotOrg

/NationalRestaurantAssociationRestaurant.org