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Research shows that restaurants can increase business and customer loyalty by over 30% using Facebook. But it has to be done right. In this seminar, you will learn: - the basics of Facebook, including the differences between ‘Accounts’, ‘Groups’, ‘Pages’ and ‘Places’ and which is best for you - the importance of mobile ‘check-ins’ and how that leads to ‘likes’ and ‘fans’ - the difference between ‘events’ and ‘posts’ and how to use each to maximize customer participation in events and promotions - the type of information that increase customer loyalty and maximizes referrals - how often and when to post to maximize engagement
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why use facebook?
because that is where your customers are...
Canada 18,002,560 54%USA 163,071,460 53%
World +1 Billion
source: http://www.checkfacebook.com/
reading the newspaper less
listening to their phone, not the radio
skipping through commercials on their PVR
and, your customers are
it works!
✴Rice University Study✓ 36% more visits✓ 45% more eating-out dollars✓ 33% more spending✓ more recommendations✓ more emotional attachment, loyalty
facebook basics
what are ‘profiles’, ‘groups’, ‘places’ and ‘pages’?why does it matter?
hint: you really want to use a ‘page’ for your business
facebook ‘evolved’
profile groups
placespersonal personal /business
location
pagesbusiness
facebook profile
Facebook terms of service1.You will not provide any false personal information on Facebook, or
create an account for anyone other than yourself without permission.
2.You will not create more than one personal account.
facebook groups
meant for small groups of peopledoes not post on the members timelinemembers go to the groups page
facebook pages
facebook says...“for your business, brand or organization”“people who like you see your stories in their news feeds”
there is no fan limit
posts on the restaurant page show up in fans’ news
feed
mobile effect
people are now connected 24/7you can now ‘remind’ them in real timethey like to tell there friends with ‘check-ins’ and posts
80% of the world now has
a mobile phone
89% of smartphone users
use it throughoutthe day
39% of Canadians havesmartphones
35% of Americans havesmartphones
facebook places
geo-located placesyour GPS enabled phone can find nearby places
people can Check In
customers can‘Check In’
and all of theirfriends see
your message
build customer loyalty, emotional attachment and referralspublicize events and promotions to maximize customer participationuse ‘posts’ and ‘events’
posts
the primary way of sharing information
facebook calls these ‘status’, ‘updates’ or ‘posts’
they can contain links and photos
events
specific day and time
events
use sparingly - not for weekly specialsholidays: New Years, Halloween, St. Patrick’s Day...
sports: Super Bowl, World Series, Playoffs...
entertainment: bands, comedy, karaoke...
education: cooking class, wine pairing, scotch tasting...
reminder posts: weeks before, day before and day of
promotions
special offers on food or drinkprovide insider information
“We want to show our appreciation to our great fans. Come in today and order Nachos and say the secret fan appreciation word ‘nacholicious’ and get them for half price”
current events
local or current events that are relevant“Come by for a pint before the big game”“Drop in after you vote and watch the results with us”“Our chef has prepared some Halloween surprises for you!”
start conversations
questions can encourage dialoguefriends of fans see this - viral effect
“Who is going to win the Stanley Cup?”“Is Cod fish better than Halibut for fish & chips?”“What’s better, English wine or French beer?”
educate & entertain
origins of a drink or recipeingredients of a chef’s specialpictures whenever possiblecelebrate milestones
how often?unlike email, posts should be frequentresearch shows:✓ at least daily✓ 2 to 3 messages a day optimal
must maintain visibility and brand awarenessdon’t shotgun it! not all at once...
when?
timing is importantbest times based on research✓11 am - before lunch✓4 pm - before heading home✓8 pm - after dinner
that’s it!
social media provide new ways to engage customers and build brand loyaltyit works if done righttools can help but are not necessaryfind me at booth #5034
