WordPress Event Manager Extended

Tuesday, August 24th, 2010 at 11:53 pm

Bar and Beverages Restaurants integration of social media

Is social enough?

The power of people can not be overlooked in the hospitality industry. In the same way that websites and emails revolutionized business, social media is a real change in business technology in the game. Consider this - Facebook has more than 300 million active users. 50% of them log on to Facebook in one day determined and the average user has 130 friends. The fastest growing segment on Facebook is 55 - 65 females.

The sheer volume of people registered and actively participate in these sites makes it a compelling reason for restaurants in the conversation. Customers are talking about your concept online at social media sites with or without you. The rapid growth and influence of social media is changing the way restaurants and bars are doing business. Restaurant progressive chains are actively engaged in social conversation, listening to its customers, molding of the conversation and serve as a vehicle leverage to improve your brand identity.

Projected Growth

According to August 2009 Highlights CMO and Perceptions Survey, social spending media is expected to grow by 300% over the next 5 years. Marketing budget spending is projected to grow from current levels of 3.5% to 6.1% in the next 12 months, and 13.7% over the next five years. The biggest growth is expected in business to consumer services sector.

You know what they are saying about your brand and do not know how to deal with it?

Unlike traditional marketing using messaging bold to call the attention of consumers, social networks combines the art of building relationships and understanding of the media public relations to create positive brand awareness and develop a following. Social media is an excellent way to control the consumer's perception of a brand and its competition.

Creating a loyal following of brand requires a subtle approach on the basis of information from the company's understanding, observation and offering incentives and the right time. It is a place where fans of the brand can meet, exchange their experiences and let others know you.

How do you build your business

Get involved in social conversation, the media indicates that the supporters of the brand you are interested in building a relationship with them and hear what they have to say. No other medium that allows any business to stay as close and committed with their customers. It builds brand loyalty, keeps the client informed of your business, and encourages the positive word of mouth.

What to do?

Listen. The crowd is talking about.

Start with the basics. Facebook, Twitter, blogs, forums and review sites are good restaurants options. Use Google Alerts to track keywords and brand mentions. Use a tool reputable social media monitoring to track as Facebook and Twitter Talk about your business stories could go viral in a matter of minutes. Negative press in the cyber world can be proactively managed if their next conversation.

Implementing Guidelines

Employees boring pizza in the film decided to carry out acts unfavorably with snacks, and thought it would be smart to deviant behavior after YouTube. The video was a viral success. Dominos was quick to respond and use their social network of the media to apologize. Monitoring the talk is crucial that companies can act before the situation gets out of control.

Involve your audience

People are talking about social networks are current or potential clients. This form of word of mouth marketing can champion or erode your brand. Reply to everyone who talks about his brand, whether positive or negative. Get it shows that you are taking an interest and care about their customers. Whenever possible, participating in a conversation or at least send them a thank you note. If a guest had a negative experience, and get to solve the problem before it spreads. Recognize when their levels of service was not up to the standards of your company, and communicate how you will make positive changes.

Social Marketing

The two main objectives of social media marketing to achieve a greater commitment to their customers to create loyalty and positive word unity mouth. It is also an excellent tool to build your brand, share ideas, a forum of opinion, raising awareness and attracting new talent seeking employment with your brand.

Social marketing is cheap, incredibly sensitive, and has the ability to develop brand champions than any other form of marketing. Consumers extend trust to other consumers who have purchased from you. According to a study in July 2009 Nielsen Global Online Consumer, 90% of consumers rely on recommendations pairs, while another study estimates that only 18% of traditional TV campaigns generate positive ROI.

Twitter is an easy of use to advertise news, features, entertainment, etc. It is instantaneous and does not cost anything to participate. Blogs can present testimonials, images of a specific event, menu items, the point of view, food and drink recipes, biographies of the staff or anything that relates to your restaurant. A blog is also a way excellent indexing in search engines and gives you out of town hockey team in a way to find the web over their competitors (25% of search results of the most attractive 20 major brands are links to user-generated content). Each entry in the blog is a gateway to your website, so make sure optimize your content with the correct key word mark, post titles, labels, etc..

Do not forget to mail a monthly newsletter with the latest events, new menu items, entertainment news, recipe of the month, etc. Make sure that your restaurant can be found in restaurant guides as Urbanspoon.com and Tripadvisor.com. Set a fan page on Facebook to connect with their customers. Keep updated with new content and always make sure that is involved in conversations that are taking place. Like your blog, YouTube and other video sharing sites to take your client behind the scenes and show a part of the restaurant that only can be seen. Provide a few quick tips and how-tos of the chef of the house. Show the magnificent views from its terrace. Photosharing sites like Flickr can achieve the same purpose.

Here is what social media marketing can not do:

Serve food

A media campaign social marketing is not going to stop the negative talk if customers are routinely have a bad experience. They focus on guest experience, the first major. The social mediasphere spread the positive message. No amount of spending going to avoid the bad press to repeat bad experiences.

Substitute strategy Marketing

A Campaign of Twitter, or Facebook page that announces weekly specials is not a marketing strategy. Social media is part of their overall marketing efforts.

Succeed without top management / owner s buy-in

Media requires a form of social thinking, which includes a willingness to listen to clients, implementing changes based on feedback, and entrusted to employees to talk with customers.

The culture of fear (of losing the job, of losing control of the message, change) is ingrained in many societies, cultures. Top management / Property has to want to change.

Being seen as a short-term

Social media is not a one-shot silver bullet. It a long-term commitment to communication, experimentation and change that takes time to gain traction. Do not expect a quick solution to sales flaccid or a bad reputation. Public relations, social media marketing often produces the best results in the second and third year.

Become at home by the experience

Even though you may have "kids" on his team that "understanding social media by nature ", you need strategy, contacts, tools, controls and experience. The experience and perspective makes for a better implementation. Companies that try to implement social media without experienced consultants can save time, money and reputation in their efforts. Is it really appropriate to allow the lowly "Twintern" to communicate their brand values to its customers and influencers? A successful integrated social media campaign social media in the many elements of marketing, including advertising, mobile and public relations.

Made without a realistic budget

A lot of social media marketing low-cost or free, but building a site that incorporates interactivity, which allows the user generated content, and perhaps including e-commerce requires funding. To convert a free service like WordPress blogs in an interactive site effective than the use of style sheets and the incorporation brand e-commerce requires experience, skill and money.

Replace PR

No matter how great your website video contest, blog or strategy of Twitter, you still need a public relations strategy succeeded in communicating key messages and keeps the best brands mind. How to design social marketing campaigns, remember to be truthful in their communications, content value, and diligent in providing a constant flow of new and valuable content. No spam, be overtly commercial, or waste time people. It is a social network that requires newsworthy information for keep fans interested and committed brand.

Lucarelli Janice is the Director of Marketing and Corporate Communications GuestEngine Inc. http://www.guestengine.com . GuestEngine is an online marketing tool for restaurants that integrates the best of all restaurant marketing practices in a single platform. It includes data storage CRM, loyalty programs, automated email and campaigns direct mail, online surveys and mobile marketing. For more information contact Janice at 1.888.801.1888 ext. 227 or janicel@guestengine.com.

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