After twenty years as a chef and strategic brand consultant, I launched a social media/networking service this summer. I am conducting a brief survey:

1. Is your organization using social media/networking?
2. Is the human resource cost prohibitive?

Thanks!
Jeffrey Kingman
Twitter Me
Chalkboarder.com

Tags: facebook, linkedin, media, networking, social, twitter

Views: 86

Reply to This

Replies to This Discussion

Thanks Keith...
MJ,

Yes, please ask away. There are several good industry folk who are researching the topic vigorously - Keith, Michael Atkinson, Paul Barron of Fast Casual Magazine are a few.

Chalkboarder.com has posted a resource page of social media best-practice theorists here.

Best,
Jeffrey
Jeff, excellent work. We still have to quantify the return of social media to restaurant owners in actual patrons sales. We can show data from now till tomorrow but without proper numbers to sales, social media is still a hard sell.
Ola,

Thank you. Here's an excellent article on quantifying ROI of social media for businesses of all types.

What's Your Twitter ROI? How to Measure Social Media Payoff

It's merely an exercise in projecting costs to results; no different than any other ROI exercise in a restaurateur's business plan.

Jeffrey
Jeff, I am not talking of ROI measuring metrics which to a restaurant business owner means spend and traffic. I mean showing simple digestible numbers that shows returns.


Ola Ayeni
Chief Idea Officer
Mobile Dialog
ola@m-dialog.com
www.m-dialog.com - Our website
http://www.linkedin.com/in/olaayeni - Linkedin
http://www.mobiledialogblog.com/ - Our blog
1888.424.9666(work) l 630.709.6623 (cell)l 630.226.1858(fax)
1864 Quincy Avenue, floor 2 Naperville IL 60540
Ola,

It's different for each organization. A multi-unit, with it's economy of scale, will look at it different than the independent with $1mil annual revenue. I think the harder sell is the independent, but that's also the operator that stands the most to gain.

Social media is entirely about "word-of-mouth", as Keith states below and leading theorists state.

What we do is meet with the operator, listen to them, evaluate their community and their desires and then plot out several scenarios of engagement. We estimate the costs based on time and labor, especially who is providing the labor.

Jeffrey
Ola and Jeff,

This is how I take it and how I am explaining it to people, not just in food/food service, but hotels and other businesses :

The best form of advertising is Word of Mouth. it beats newspaper, yellow pages, television, radio.

What social media, does, it seems to me, is make the word of mouth work faster and to a greater audience. You just "type" your thoughts or "text" your thoughts rather than "Wait till I get home and tell Aunt Mary about this new place."
With social media, you can essentially do it in the restaurant, tell Aunt Mary, Cousin Sue and whomever else who may be listening.

It is an exciting phenomenon for the food industry and is long overdue.
The monitoring of the data will be the key. Once people (in food management) realize
the importance and the impact , it won't be the hard sell that many believe it is.
WORD
Bill Bridgmon and I had a very similar conversation to what Keith just said the other night before you spoke to him. Word of mouth is huge in this area. It makes or breaks a great many restaurants. And with the increased usage of FB, MS, Twitter and such, the turnaround time for word of mouth has gone from days to instant. With that being said, we went on line to see how many of the restaurants in the southern White Mtn area of NH were using Social Networking sights. We were amazed to see how few (2) were actually taking advantage of this great media. It's time to bring these places up to speed on what they are missing. Chalkboarder is definately a solution.
Michelle, Keith and Jeff, many owners are still locked in the old mindset of good food, good service and they will come.... That is the hard part of evangelizing social media to many owners. As you are aware, many owners also do not even have a marketing budget talk more of doing social media.

I really like Keith's analogy of SM as the word of mouth done in a quicker way. I was asked to present to a group of local owners recently and I defined SM as a word of mouth on steroids. Once you begin SM and your restaurant gets high with friends and folks coming, it keeps your restaurant high all the time once you keep doing it. But you need to keep getting high ( I mean spend time) in order to keep getting high( consistently doing sm)...

The question I usually get is what do we write on FB or Twitter and how do we begin.....

Many owners are used to the quick unsustainable methods of getting high. One time buzz of traditional media.

We all have work cut out for us.

Jeff and I are planning a Video Webinar coming soon...

Ola.
Ola,

I got a great chuckle from your analogy of steroids! :)

Compelling content, produced simply and that tells a story from inside your operation, is what communicates (it has to be authentic). Publishing today's specials doesn't engage nearly as much as relating the human side of your restaurant.

I am very excited about the Video Webinar we are working on...

Jeffrey
Hello Jeff,
I'm starting to use social media and do not consider the human capital cost prohibitive. However,
the creative content issue and technology component to keeping our message fresh and unique is challenging. I'd like to explore educational opportunities to develop our social media platform in-house.
Hope that helps in your survey.
Luc

RSS

Advertisments

 

DEPARTMENTS

Social Wine Club for Craft Wineries

Smartbrief

Restaurants may feel the pinch of pricier coffee later this year

Prices for arabica coffee futures hit a 26-month high amid a drought in Brazil, which produces a third of the world's coffee  -More

McDonald's rules out all-day breakfast in push to simplify

McDonald's breakfast menu accounts for 25% of the chain's U.S.  -More

Easy ways to use 5 uncommon spring greens

As light, crisp greens arrive at farmers markets and grocery stores, chefs are finding creative ways to add them to spring me -More

JOBS & CAREERS

Posting a job or finding a job starts here at FohBoh. Call us about special $25 posting packages to syndicate across all major jobs boards.

National News

National Restaurant Association Offers Training DVDs on Harassment Prevention, Social Media Use, and Customer Service

The National Restaurant Association has released three new DVDs that offer best practices in dealing with harassment and discrimination, customer service training, and the first of its kind video guide on the use of social media.

Yum! Brands Reports First-Quarter EPS Growth of 24% Excluding Special Items

China Division System Sales Increased 17% with Operating Profit Growth of 80%; Yum! Reaffirms Full-Year Guidance of at Lea

Souplantation & Sweet Tomatoes Certified As Nation's Largest 'Green' Restaurant Chain

National Group Salutes Country's Only Large Restaurant Group to be 'Certified Green Restaurants®'

National Restaurant Association and EatStreet Release Online Ordering Guide

The National Restaurant Association and EatStreet have released a free educational guide focusing on online ordering and emerging restaurant technology trends.

Boyd's Coffee Launches Single-Cup Coffees For Retail And Foodservice

The coffees come in a variety of roast levels and include organic and Rainforest Alliance Certified™ options: French No. 6®, Red Wagon® Organic Coffee, Good Morning™, Hi-Rev® (delivers more caffeine), and Lost Lake™ Decaf Organic Coffee.

CROWD FUNDING

If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.

TED TALKS VIDEO

TED: Hamish Jolly: A shark-deterrent wetsuit (and it's not what you think) - Hamish Jolly (2013)

Hamish Jolly, an ocean swimmer in Australia, wanted a wetsuit that would deter a curious shark from mistaking him for a potential source of nourishment. (Which, statistically, is rare, but certainly a fate worth avoiding.) Working with a team of scientists, he and his friends came up with a fresh approach — not a shark cage, not a suit of chain-mail, but a sleek suit that taps our growing understanding of shark vision.

TED: Michel Laberge: How synchronized hammer strikes could generate nuclear fusion - Michel Laberge (2014)

Our energy future depends on nuclear fusion, says Michel Laberge. The plasma physicist runs a small company with a big idea for a new type of nuclear reactor that could produce clean, cheap energy. His secret recipe? High speeds, scorching temperatures and crushing pressure. In this hopeful talk, he explains how nuclear fusion might be just around the corner.

TED: Sarah Lewis: Embrace the near win - Sarah Lewis (2014)

At her first museum job, art historian Sarah Lewis noticed something important about an artist she was studying: Not every artwork was a total masterpiece. She asks us to consider the role of the almost-failure, the near win, in our own lives. In our pursuit of success and mastery, is it actually our near wins that push us forward?

TED: Matthew Carter: My life in typefaces - Matthew Carter (2014)

Pick up a book, magazine or screen, and more than likely you'll come across some typography designed by Matthew Carter. In this charming talk, the man behind typefaces such as Verdana, Georgia and Bell Centennial (designed just for phone books -- remember them?), takes us on a spin through a career focused on the very last pixel of each letter of a font.

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service