Written for and cross-posted on FohBoh.com. I’m one of ten front-page contributors to FohBoh – the largest social network for the restaurant industry with over 13,000 members.
There’s been tens of thousands of conversations this past year about social media:
- what is it,
- how do you quantify ROI,
- how can you compare it to traditional marketing/advertising,
- what is the role of traditional PR/Marketing/Ad agencies with it,
- how do you use it, and,
- what is the most effective strategy?
Have you figured it all out?
I haven’t – social media is extremely dynamic, fluid and changing all the time. I read the leading social media theorists (Mashable.com, Paul Barron, Amanda Hite, Chris Brogan and numerous others) constantly; every day. While I’m not an expert and never want to be called a guru, I am most definitely a proponent, a social media evangelist and power user, both for my business and on behalf of some of my clients.
There’s been a number of pronouncements in the past few weeks – predictions – of what 2010 will bring for marketing, public relations, advertising and social media. I’m here on the last day of 2009 to share my distillation of these predictions with you.
The End of Traditional Marketing & Advertising (Static Announcements)
Let’s face it – have the marketing/advertising/PR strategies of the last forty years worked for you over the last two years?
- Is running a newspaper ad every week with a coupon really working for you?
- Is running a thirty second radio ad like a used car salesman begging people to “come on down” really working for you?
- Is the static “brochure” of a website really working for you?
- Is getting listed on the restaurant page of the newspaper working for you?
- Are the menu pages in the Yellow Book working for you?
- Is your direct email campaign really working?
- How results-satisfied are you with text messaging the special on hot wings and draft beer?
- Did placing an ad in the State Visitors Guide really work for you?
- Did making that 60 second video ad for the local cable network really pay off?
- Are static messages (think: flyers/coupons/etc) on Facebook and Twitter working for you?
- [for the major multiunits] Did that 30 or 60 second major network ad really build relationships in your local communities?
I could go on. It seems there’s countless means to market and advertise a static announcement to the public. Is it really working for you?
2010 Equals Content
Your customers want to believe you are in community with them – for their needs, desires and wishes. Are the traditional strategies listed above really demonstrating how much you value your customer?
So how can you communicate with your customer dynamically, meeting their needs and desires?
- Listen to them
- Comment on their messages – sincerely
- Let them produce content toward you
- Don’t get defensive
- Keep the mantra simple: It’s Not About You : It’s About Your Customer
Paul Barron and I had a conversation last week about the landscape of marketing, advertising and the social web. In an excellent post titled “Real Time Search could impact restaurants – big time!” on his blog Social Coco, Paul states “The point is that real-time is consuming the web in terms of new content that was not there just a few short years ago. This new content will impact restaurants in a big way as consumers not brands post videos, blogs, tweets, wall posts and podcasts more about their restaurant experience. And guess what all this will come up in: real-time search!”
John Jantz, in an article titled “Small Businesses Will Simply Become More Naturally Social” (cross-posted on Social Media Today and Duck Tape Marketing), states: “Social media activity and behavior can help facilitate communication and connection with your entire collaboration universe: prospects, customers, suppliers, partners, and employees and as such should be freed from the limited thinking.”
Free Stuff
We all like free stuff in this industry – free samples from the sales rep, free food and goodies from the tradeshows, etc. The old saying “free is a very good price” is part of our weekly vernacular. How many of you like free positive publicity?
Why not encourage your customers to share their life-stories with you through social media? Maybe a customer’s son or daughter videotaped the parents wedding anniversary dinner at your place. Perhaps a kid on the local baseball team is a regular customer – ask him for an interview that you can share. Take a couple pictures of your favorite businesspeople around town – share them through social media:
“My friend Joe at Zeke’s Auto knows more about foreign cars than anyone else I know. (picture link on web of Joe)”
What I’m suggesting is to use your marketing/advertising efforts to build community instead of standing on the street corner bull-horning the nightly special.
The 24 to 48 Hour News Cycle
I’m not saying never talk about your business – I’m saying make the community needs of your customers take priority in your marketing/advertising. I’m saying that even large multi-units can do this – by being meaningfully engaged in local community through social media.
You have the opportunity to create a localized 24 to 48 hour news channel that benefits and build community. And when you talk mostly about others, when you put others first, when you give to the community – it will reward you.
People will respond – and they will love the occasional story from your crew! You – as restaurant owner, as chef or line cook, as general manager, bartender or waiter, hostess or dishwasher – have the opportunity; the right even… or perhaps responsibility, to connect community together – just as much as the minister, town council member or fireman.
Tell your community’s stories first through your messages and your stories last. People will notice. Make your message revolve around your customers, not you.
Blogpost Fluff: Top 2009 Facebook Statistics
Facebook currently boasts over 350 million users
50 percent of Facebook users log on in any given day
Each day, 35 million users update their status
55 million status updates are posted each day
2.5 billion photos are uploaded to the site each month
3.5 million events are created each month
There are more than 1.6 million active Pages on Facebook
Over 700,000 local businesses maintain active Pages on Facebook
Users
The average user has 130 friends on the site
On average, users spend more than 55 minutes per day on Facebook
The Like button is used on 9 pieces of content on average each month
25 comments are written by users on Facebook content each month
Most users are member of at least 12 groups
International
About 70% of Facebook users are outside the United States
Over 300,000 users helped translate the site through the translations application
Debate About Customer Contact and Feedback Systems
Debate About Customer Contact/Feedback Systems
Social Web, Email, Paper Comment Cards, Tableside and Blogs
Technology is completely changing the game for service industries. You would not be reading this post two years ago if it weren’t for the atomic explosion of the social web.
I believe paper comment cards are dead. They have zero value today. For reasons enumerated by several sources here in FohBoh and my own observations, I declare the paper comment card an archeological relic of an earlier age. If you are still using paper comment cards, you’re a dinosaur.
I also believe there is limited functionality communicating with customers via email. Do you really think a customer is going to provide their email address to you – just so you can send them advertising and marketing? My email inbox is flooded with relevant content: Clients, Peers, LinkedIn discussions, about twenty different Smart Briefs, Peter Shankman’s Help A Reporter Out (HARO) and my favorite blogs that I want to see; not to mention the tweets I want to save. I don’t have time to open your advertising and marketing junk (especially if I opened it once before and that is what it was).
Blogs that are written well, contain intriguing imagery or video with compelling content, are informative of the life of your business (meaning your people, your passions, where you source your materials, or what fun-filled special event is happening) are going to interest me. I’ll probably follow you – either by RSS feed or asking you to directly email me with it. I know it’s a blog. I know that you’ve put time into it. It’s succinct, relevant and visually compelling.
But I’m here today to argue something tried and true. Visiting tables. You know this works. Just as you know that if the POS system fails, you can always write chits.
I wonder how many operators keep old-school blank ticket pads in the office for that emergency?
There’s no more effective customer contact and customer feedback system than the owner or manager spending time on the floor visiting tables. Chatting up regulars and greeting new faces is the simplest, easiest and most direct personal contact an operator can implement to build relationships and get feedback, discover customer concerns and let the customer know how much you appreciate their business. It’s at this point that gaining effective feedback happens, whether that is verbal communication or using digitally based survey collection/reward systems.
Now Immagonna give you a twist, before I give the microphone back to ya.
The social web, with it’s different networks like Facebook, Twitter, Urbanspoon etc., is virtual tableside. Customers find it much easier to “friend you” through social networks than they do to give you their email. They find it much easier to post comments on restaurant search sites, than they do to (risk their security) provide you their email. And you get to draw them into conversations. Just as there is a virtual front door to your restaurant – there’s a virtual tableside chat waiting for you.
If you want examples of this, go follow Rick Bayless of Frontera Grill on Twitter (@Rick_Bayless) or Ron Zimmerman of the Herb Garden ($190 pp dinners) on Twitter (@Herbguy). They’ve been doing it for a year. The customer feedback they receive is astounding.
Over on Facebook, search out the Boston restaurant Myers & Chang – they do it as does Caminito Argentinean Steakhouse in NorthamptonMA (owned by a socialmedia rockstar).
These case studies prove that restaurants across the dining option spectrum use social media to engage existing and new potential customers by visiting tableside – virtually – and on the floor.
Do you disagree with any portion of this post? I’d love to hear it and debate you…
An interesting find:
A few days ago I received a tweet sharing a 20 minute video by the Executive Editor of WIRED magazine, Kevin Kelly, titled “The Next 5,000 Days On The Web”. Did you know that the web is only 5,000 days old now? That’s only thirteen years. We’ve only had email for less than fourteen years. We’ve only had Facebook since 2004. We’ve only had Twitter since 2006.
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