bc hospitality conference 2011
DESCRIPTION
TRANSCRIPT
Get Connected:Social Media and Online Reputation for Restaurants@dennispang, POPCORN
Twee
t your
questions using the hashtag
#BCHospSM
AGENDA
Questions? Tweet using the hashtag #BCHospSM
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
INTRODUCTION
Questions? Tweet using the hashtag #BCHospSM
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)
Restaurants & smartphones
Questions? Tweet using the hashtag #BCHospSM
connecting with high-tech consumers
Questions? Tweet using the hashtag #BCHospSM
Enjoyment is what drives the majority of technologicallyconnected individuals to patronize restaurants
94% of connected adults said they enjoyed going to restaurants
51% of social media savvy adults said restaurants were anessential part of their lifestyles
high-tech habits
Questions? Tweet using the hashtag #BCHospSM
Proportion of adults who said they do the following at least once a month:
ALLADULTS
CONNECTEDADULTS
SOCIALMEDIASAVVY
84%
83%
72%
89%
89%
78%
92%
87%
80%
Eat at a sit-down restaurant with waitstaff service
Purchase a meal or snack from a fast-foodrestaurant or carry-out place
Purchase dinner from a restaurant, carry-out place, or delivery place to eat at home
Source: National Restaurant Association, National Household Survey, 2010
what does all this mean?
Questions? Tweet using the hashtag #BCHospSM
Conversations about your restaurant are happening with or without you
Review sites (Yelp, UrbanSpoon, Dinehere, Google Places)
Facebook, Twitter, Foursquare, Instagram, etc.
Blog Postings
Opportunities
Questions? Tweet using the hashtag #BCHospSM
Improve customer service
Engage with loyal customers
Increase visibility with potential customers
Community building
More Opportunities
Questions? Tweet using the hashtag #BCHospSM
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
downsides
Questions? Tweet using the hashtag #BCHospSM
Not having a clear plan or execution strategycan do more harm than good
Not engaging
Using it too much for a self promotion tool
When things are going well
Questions? Tweet using the hashtag #BCHospSM
doing it wrong
Questions? Tweet using the hashtag #BCHospSM
Here’s our daily menu: http://jgawr
NomNom Fine Cuisine - April 3rd, 2011
NomNom Fine Cuisine - April 26th, 2011
VancouverFoodie - April 3rd, 2011
NomNom Fine Cuisine - April 2nd, 2011
NomNom Fine Cuisine - April 1st, 2011
Here’s our daily menu: http://jgjfh
@VancouverFoodie Glad you liked it!
Loved my breakfast at @NomNom!
Here’s our daily menu: http://tpefh
Example one Example two
NOMNOM
NOMNOM
NOMNOM
NOMNOM
Popcorn’s magic social media formula
Questions? Tweet using the hashtag #BCHospSM
70% Conversation
10% Self-Promotion
20% Share Interesting Content
introduction to hootsuite
Questions? Tweet using the hashtag #BCHospSM
Social Media Dashboard (monitors multiple networks)
Schedule messages ahead of time
Monitor keywords
Manage a team
Analytics and Reporting
Creating a hootsuite account
Questions? Tweet using the hashtag #BCHospSM
scheduling messages in hootsuite
Questions? Tweet using the hashtag #BCHospSM
Tweet strategicallywith the schedulefunction.
setting up keywords and monitoring
Questions? Tweet using the hashtag #BCHospSM
Monitor what’sbeing said about specific topics.
geotargeting
Questions? Tweet using the hashtag #BCHospSM
Talk topeople inyour area.
finding your exact location
Questions? Tweet using the hashtag #BCHospSM
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”
hootsuite analytics
Questions? Tweet using the hashtag #BCHospSM
Measure yoursuccess.
google alerts
Questions? Tweet using the hashtag #BCHospSM
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
social mention
Questions? Tweet using the hashtag #BCHospSM
Same idea as Google Alerts, but for real-time social media search (Twitter, Facebook, Flickr, blogs, etc.)
Tracks sentiments
http://www.socialmention.com
28:1
facebook insights
Questions? Tweet using the hashtag #BCHospSM
If you have an existing company page on Facebook
Track likes, active users, post impressions & feedback
http://www.facebook.com/insights
crowdbooster
Questions? Tweet using the hashtag #BCHospSM
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
socialbro
Discover users to follow (download required)
measure your online “influence”
Questions? Tweet using the hashtag #BCHospSM
Klout (http://www.klout.com)
Peerindex (http://www.peerindex.com)
Kred (http://kr.peoplebrowser.com)
Conclusion - key takeaways
Questions? Tweet using the hashtag #BCHospSM
Social Media Marketing is booming
Monitoring the Web is essential for every business
There are many free tools available to help you
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.
[email protected](604) 218-6978