Running a Restaurant in the Digital World
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Running a Restaurant In a Digital World… A Chef’s Perspective Presented by Chef Mark Garcia
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Running a Restaurant in the Digital World - A Chef's Perspective is the title of a presentation by Chef Mark Garcia at the Unipro Mindshare Sales and Marketing Workshop in San Antonio Texas in September of 2011. Chef Mark Garcia teaches and trains chefs and restaurateurs how to better market themselves and their brands to make significant business breakthroughs. http://www.chefmarkgarcia.com/
Transcript of Running a Restaurant in the Digital World
Running a Restaurant In a Digital World… A Chef’s Perspective
Presented byChef Mark Garcia
Who Am I And Why Should You Listen To Me?
Social MediaAdvice From A Chef??!!
Yes I am a real Chef
Yes, that is Chef Dean Fearing up in Dallas
WOW…to be that thin again!!
Social MediaAdvice From a Rock Star??
• Yes that is how I looked in the 80’s
• No…I don’t still have the Bon Jovi jacket in my closet at home
Thought Provoking Question
Social Media Statement
“ Social Media Is The Greatest Scam Of All Time…”
Social Media Statement
“ Social Media Is The Greatest Invention In The History Of World…”
Social Media Question
Which One Is TRUE?
Would It Surprise You If I Said BOTH??
Let Me Explain…
Social Media Framework
Why Is There Even a Need For Social Media?
Social Media Framework
One VERY BIG Reason…
Social Media Framework
In less than 3 years, Social Media has become THE most popular activity on the web!
What activity did it overtake????
Social Media Framework
Even the mighty wasn’t
powerful enough to do that!
Social Media Framework
Why Is There Even a Need For Social Media?
Social Media Framework
Many VERY BIG Reasons! Come along and I will show you why…
Social Media Isn’t A Conversation
It’s Where Conversations Take Place
Tools Change…Be Ready
Anyone Remember These?
@ 10 Years ago, these were THE top search engines
Social Media Framework
Worry About Tools Last, Not First
www.conversationprism.com
My Social Media Journey At first I struggled to grasp &
understand…test, test, test!
I am a geek for data and look for clues from what other companies are doing
Just a guy who figured some things out…PhD in results!
Who Am I Now?• Engaged in marketing & selling physical products,
services and “How To” information online since 1999
Who Am I Now?• Engaged in marketing & selling physical products,
services and “How To” information online since 1999
• Creating & implementing with clients on Internet Marketing since 2005
Who Am I Now?• Engaged in marketing & selling physical products,
services and “How To” information online since 1999
• Creating & implementing with clients on Digital & Social Marketing since 2005
• The System
Who Am I Now? Fast Company Named Me
“One of the Most Influential People Online…”
Only Professional Chef on
the list
Who Am I Now?Author of 2 newly released books
Enough About Me…What About YOU?
Why are you interested in learning about this new
phenomena called Social Media?
Enough About Me…What About YOU?
What is YOUR definition or understanding of Social Media?
( hint - everyone has a different viewpoint)
Here’s What “Experts” Say Social Media Is:
“ An Aggregate Category Of Websites Based Upon User Participation and/or User-Generated Content”
WTF ??!! One More Time
In English Please
Non-Experts Say Social Media Is:
Truly interactive websites!
No longer is a brand speaking at customers or clients, but engaging them with authentic 2-way Conversations
Chef Mark Says Social Media Is:
Helping People Connect, Learn and Do Business Together
YESTERDAY
Wake Up Go To Sleep
News Paper Radio Trades Billboards TV Magazine
TODAY
Wake Up Go To Sleep
News Paper Radio Trades Billboards TV Magazine
Mobile Alerts Social Networking Sites Web Video Blogs
V-Logs Cloud Services E-Readers WIKIS Message Boards
RSS Feeds Peer-To-Peer Networks Mobile Apps
Satellite Radio Web Applications DVR
Podcast WAP Browsing
Video Games E-MailsMicro-Blogging
Forums SMS
WORLD LENS IPHONE APP
Best Practices To Execute• Strategy drives the vehicle
– “Let’s do something digital” is not a strategy• What are we trying to accomplish?• Who do we want to reach?• What digital tactics can help accomplish our goals?
– Focus on a measurable, consumer-centric approach– Deliver holistic programs that activates/engages
consumers
Initial Approach to Digital in 2008
Common Restaurant Tactics
PAID SEARCH ADVERTISING
VIDEOSSOCIAL
COUPONS
Approach to Digital in 2011includes everything from 2008…and so much more!
The Growth of Social Media• 90% of US Internet users visit a social
networking site every month. (comScore)
• Social media usage accounts for 15% of time spent on the Internet globally. (comScore)
• There are more than 750M active Facebook users (Facebook)
• 200 million tweets are sent each day (Twitter – July 2011)
Brand Destinations vs. Social Destinations
Mobile Trends• Smartphones outpaced sales of
PCs for the first time in Q4 of 2010
• Mobile phones will overtake PCs for web surfing by 2013 (Gartner)
• Smartphones to overtake feature phones by end of 2011 (Nielsen)
Mobile Shopping Trends• 42% of mobile users have used a
Smartphone to get restaurant ratings, reviews or a coupon while driving or walking at meal time
• 62% have already used a Smartphone to purchase physical goods
• Projected by 2015:– $38B in mobile ad spending
– $163B in global m-commerce
Starbuck Cross Channel Engagement
ISIS: VERIZON WIRELESS, T-MOBILE, AT&T AND DISCOVER ARE WORKING ON A CONTACTLESS PAYMENT SYSTEM
VISA AND DEVICE FIDELITY’S IN2PAY IPHONE CASE
People are socializing what, when, and where they’re eating
EPICURIOUS APP
Grill Campaign
Recipes are ubiquitous in the digital space across the web, mobile, and
social
60
61
62
63
64
Digital has become an integral part of the kitchen, meal planning, shopping
and preparation
66
70
71
Questions• Which of these examples are most inspiring and why?
• Which features and functionality are most relevant to your customer business goals?
Good News For Restaurateurs
The playing field has been leveled everyone now has the tools to publish, broadcast, and compete on a grand scale with the big brands
Where Do I Start?
“ There are two kinds of people in the world. Those who walk into a room and say, There You Are and
those who say, Here I Am…”
Abigail Van Buren
Where Do I Start?
ListenAdd ValueNo Hard Selling!Engage ContributeSeek To ServeFocus on Quality
Social Media Best Practices
Give before you take
Social Media Best Practices
Give before you takeStop thinking tools
Social Media Best Practices
Give before you takeStop thinking toolsYour or your product is the
marketing
The Big Four
The Big Four
Media ShareableAll Interconnected
Social Media’s Big Four
• 750 MM Users• 55% Female• 42% 18-34 yrs• 32% $100K
Social Media’s Big Four
• Online profiles are REALLY important!
• Allow people to figure out who you are and if they can trust you
Social Media’s Big Four
• Game Changer• Full integration with
almost all websites• Paid Ads
Social Media’s Big Four
• 200 MM Users• 55% Female• 45% 18-34 yrs• 30% $100K
Social Media’s Big Four
• Cocktail Party• Short, 140 character
count messaging• 220 Million tweets per
day!
Social Media’s Big Four
• @ 200 MM Viewers• #2 Search Engine• 2 Billion views per day• 15 minutes spent on the
site per day
Social Media’s Big Four• List Builder• Traffic Generator• Build Your Media Empire• Inform & Serve Others
Social Media’s Big Four Videos can be automatically
translated in 51 different languages!
Social Media’s Big Four
• 101 MM Users• 51% Male• 35-50 yrs =60%
Social Media’s Big Four• 40% over 100K• 48% College• 27% Grad School
Social Media’s Big Four• Groups• Tap the groups for
expertise• Tap the groups for
opinions
Social Media’s Big Four• Chock full of lead
generation and sales prospecting info
Social Media Perspective
It’s About People…It’s About Engagement…It’s About Conversation…It’s About Velocity of Information…
TIP !
Social Media Perspective
• Technology doesn’t change how our brains work
• Social networks are not new• Simply the online world catching up with our
offline world
7 Step Recipe For Social Media Success
7 Ingredients For A Killer Social Media Strategy
1. Describe You or Your Business2. Listen3. What is Your Desired Outcome4. Who Are Your Customers & How Do They Use
Social Media5. What’s Your One Thing6. Choose Your Platform7. Pick Your Measuring Stick
Social Media Strategy1. What’s Your Pitch/Describe Your Product or
Business (in 1 sentence or less)
Social Media Strategy
2. LISTEN
Social Media Strategy3. What is your Business Goal?
Social Media Strategy3. What is your Business Goal?
– Brand Awareness
Social Media Strategy3. What is your Business Goal?
– Brand Awareness– Sales
Social Media Strategy3. What is your Business Goal?
– Brand Awareness– Sales– Loyalty
Social Media Strategy4. Who Is Your Audience
Social Media Strategy5. How does your audience use Social Media
Social Media Strategy6. What’s Your One Thing
Social Media Strategy7. How Will You Measure Success
– Pick three that matter to you or your company
Social Media Strategy Choose the platform & Humanize The Brand
Social Media Isn’t a Fad…It’s here to stay
900,000 blog posts per day@ 10 million tweets per hour
> 30 billion pieces of content shared on Facebook per month
Thank YouMake Sure We Connect:
Twitter.com/ChefMarkGarcia
Linkedin.com/ChefMarkGarcia
Entire Presentation Is at ChefMarkGarcia.com/unipro
Thank You
