Tag Archives: public relations

For Restaurants Engagement Has Always Been on the Menu

Engage!

Make it so!

Everyone and her aunt – at least those in the social media world – is talking about engagement nowadays. For instance, just a few weeks ago Brian Solis posted “The Rules of Social Media Engagement” on his blog. Ten days ago, Laurel Papworth wrote “7 Levels of Social Media Engagement” at socialmediatoday. Way back in January of 2010 Jason Falls wrote a rather scathing review of the concept in social media explorer entitled “What is Engagement And How Do We Measure it?”

Now, I’m far from an expert in this field. I have no training in marketing, PR, or advertising, though I have pretty extensive experience in sales, having spent many years in the wholesale food business doing just that (lots of cold calling on people who were already buying from someone else, actually). However, since embarking on my new career as a social media marketing strategist and bottle-washer, I do have some thoughts about what “engagement” means to me.

I’m of the opinion the use of “engagement”, in today’s rapidly changing social media fueled world, means a shift away from broadcasting one’s message out through print media, email blasts, websites, etc. toward a model that invites dialogue and conversation. I believe the difference is fairly well expressed in the concepts of “outbound” and “inbound” marketing. As I said, though, I’m a bit of a novice at this, so maybe I’m just full of hot air myself.

Nevertheless, I do have a fair amount of experience with the restaurant business, having eaten at lots of them, as well as managed a couple, and sold lots of product to many. I learned all about service from the restaurant business. I learned how to make people not only comfortable, but happy they did business with me.

So . . . what do I mean by the title of this piece? I am doing some low-level reputation management and I have some Google alerts set up to let me know when some of the businesses I’m working with, or am interested in, are being discussed. Today I got one that led me to read a couple of reviews of a particular sports bar I would like to have as a client. One of the reviews mentioned how the owner walked around and talked to each of the tables where people were eating, drinking, and watching a game. The author of the review also suggested this was no longer the norm, which was why it stood out. Also mentioned was the author’s belief this wasn’t just a cursory walk-around, but a genuine conversation; an “engagement” with the people that pay his rent and his employee’s salaries.

It made me realize the best, most successful restaurants have always done something like this. They make their customers feel as though they are eating with friends, that they matter, and their comfort and satisfaction matter. It’s not something that goes on a checklist of things to do. It’s natural (at least with the best of owners and managers) and – which it always was for me – fun and fulfilling. It’s also a way to get immediate feedback and to address problems before they get out-of-hand.

Engagement is important, and social media provides ways for most anyone in business to participate as never before possible. However, as many also point out, it’s important to be genuine and it helps if you really care. Successful restauranteurs understand this in their bones. Their success proves its value as well. Have you figured out how to genuinely engage with your customers?


Facebook Ads Provide Excellent Value

Let’s face(book) it, Facebook has been invading our privacy for years. The result, an ability to target ads like never before. Coupled with a model that makes it easy to experiment for very little money, there’s little reason not to give it a shot if you’ve got a Facebook Fan Page. Read this article from The Globe and Mail for more info. This is a winner for small businesses with small advertising budgets.

Amplify’d from www.theglobeandmail.com

The value of being ‘liked’

screengrab of the facebook 'like' button - screengrab of the facebook 'like' button

How much are you willing to pay to be liked? It was a fitting question for JP Davidson and Elah Feder, the creators of “I Like You,” a podcast about modern love, from friends-with-benefits to the ins and outs of queer Jewish speed-dating.

“We were looking for new ways to expand our listenership,” says Mr. Davidson. “Like everybody else, we saw the ads in the Facebook sidebar constantly, and looked into how much it would cost to run a campaign.”

What they found was a lot of “likes” for not a lot of money. Their value, however, remains to be seen.

Read more at www.theglobeandmail.com

 


Small Business and Social Media Marketing

Where I came from

I Was a Cubesicle Denizen

Yesterday (February 14th) marked the nine-month anniversary of my leaving Pratt & Whitney Rocketdyne. In this time I have slowly transformed from an employee of a large, multi-national corporation to a self-employed entrepreneur. In so doing I have changed my mindset from that of a community member and manager, responsible for greasing the skids of social interaction amongst workers with similar goals, to that of a marketer, responsible for understanding how social creates a different kind of community amongst people with a symbiotic, but not so insular connection.

I can’t remember where I read it, but I try to always keep in mind what someone said about marketing, which I can directly apply to my work – You can learn marketing, but you can’t be taught what is learned in over forty years of experience. So I’m busily studying marketing and, especially, how to utilize social media to provide a new level of engagement never before possible between a business and its customers.

In making this change I have joined the local Chamber of Commerce and a business network. I have also, since I am old and experienced enough, volunteered my services to my local SCORE chapter. My knowledge of social media was in great demand and I ended up helping a few people out even before I was officially a member.

As a result of my Chamber membership, I decided to do a little study of the restaurants in the Chamber and their use of four avenues often used for marketing and public relations, e.g. Foursquare, Yelp, Facebook, and Twitter. I looked at each channel a bit differently. For instance, for both Yelp and Foursquare I was most interested not in whether or not the business was listed or had either tips or reviews of it, but whether or not the businesses in question had claimed their venue so they would have some level of engagement available to them. What I discovered was surprising.

Despite the fact these services are all free to use (I’m not factoring in the expense in time necessary to wring the most out of using them), usage of all is abysmally low. The numbers are as follows:

  • Foursquare – 11% have claimed their venue (most all have been entered into the db)
  • Yelp – 26% have claimed their venue (most all exist in the db)
  • Facebook – 26% have business pages (many venues had close to 100 check-ins via Places)
  • Twitter – 26% have Twitter accounts (very few know how to use it, IMO)

I haven’t looked at all the other restaurants in the area. Nor have I considered bars, pubs, retail establishments that could benefit from the use of these four services (as well as other methods of marketing considered social, e.g. blogs), or professional services that could do the same. This does indicate to me a huge market for my services, although my experience tells me it will be a bit tough to crack, as these kinds of business owners are notoriously frugal and suspicious.

Nevertheless, I think the clear direction is for greater and greater use of social media to market small business and, especially, to engage with customers in a transformation of  how business relates to, and learns from, them. I think there’s a place for me and others like me to provide them with a bit of knowledge, some organizational help, and strategic direction.

One thing’s for certain. I am really enjoying connecting with my business roots, as I was in small business for over two decades before joining Rocketdyne prior to my 40th birthday – much of it actually in the food business. As I gain experience and knowledge in my new field, I hope to share it here on my blog. Stay tuned!


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