This is my presentation for the 2013 SXSW Interactive Panel Picker. This presentation shows an outline of a discussion on best social media practices for the restaurant and hospitality industry and also touches on the challenges of dealing with large brands with multiple locations.

1. TURNING TABLES:
SOCIAL MEDIA FOR THE
HOSPITALITY INDUSTRY
SXSW Interactive - 2013

2. Angelique Toschi
¨ Manages the online presence of Shakey’s USA, Inc., which
has 58 Shakey’s Pizza Parlor locations nationwide.
¨ Shakey’s is a franchised company with 24 corporate and
34 franchise locations. Shakey’s USA is the corporate
entity.

3. Adam Bell
¨ Controls social media for the Charleston, a restaurant,
bar, and gastrolounge in Santa Monica, CA
¨ The Charleston offers a limited menu of specialty food
dishes from celebrity chef Jet Tilla, signature cocktails and
live entertainment

4. Social Media Networks
Conquering Facebook and Twitter

5. Advice before we begin
¨ Facebook is not Twitter and Twitter is not Facebook
¤ Plan different strategies for each
¤ Change platform specific terminology depending on
the platform that is being used
¤ Plan to tweet more often then you update Facebook

6. Social Media for Brands
¨ What types of content should I post?
¨ When should I post?
¨ How should we show partnerships with other companies?
¨ What is the best way to build an audience?
¨ How can I best interact with the fan base and make
them feel like part of the brand?

7. Facebook – Tried and True Practices
¨ Have promotional giveaways for landmark “likes”
¨ Tell your audience how to react to the content you
are posting.
¨ Ask your fan base questions.
¨ Create Events they can attend and tell their friends
about.

8. Twitter – Tried and True Practices
¨ Create a social media plan that includes a strategy
for a long form twitter promotional contest
¨ Identify your brand advocates
¨ Use the search feature

9. Google+ - How should I use it?
¨ Develop a separate social media strategy
¨ Optimize your page with keywords and make it
SEO friendly
¨ Use visuals whenever possible
¤ Large Pictures
¤ Videos (linked directly from YouTube)

10. Other Social Media Strategies
What are your favorite
strategies to engage your
audience?

11. Location Based Social Media
How to use Yelp, Foursquare and Google+ Local

12. Yelp – How to tame the muster
¨ Respond
¨ Create a strategy and sample responses
¨ Track all reviews
¨ Utilize tools such as Yelp Events

13. YouTube – Show your stuff!
¨ Create videos that show off your company
¨ Post commercials and TV segments
¨ Obtain video testimonials
¨ Tag videos appropriately

14. Foursquare – Give them a reason to share
¨ Claim and manage all your locations
¨ Create a “Brand Page” for multiple locations
¨ Utilize Foursquare Check-In offers
¨ Check tips often

15. Google+ Local – The new kid
¨ Be familiar with the layout
¨ Understand the Zagat rating system
¨ Check for reviews often
¨ Ensure that the locator is correct

16. Have multiple locations?
How to deal with Franchised locations and
multiple venues

17. Franchise Specific
¨ Determine how you want your social media handled
¨ Make sure franchisees understand social media and
the current social media plan
¨ Include them in the decision making process
¨ Communicate all social media promotions

18. Shakey’s Pizza Parlor
Case Study 1 (in progress)

19. The Charleston
Case Study 2 (in progress)

20. The Charleston

21. The Charleston

22. The Charleston

23. The Charleston

24. Question and Answer Time

25. Before we forget…
¨ Use any social media listening tools at your disposal
¨ Track everything
¨ Use Facebook Insights on a regular basis
¨ Attend and listen to social media seminars as often
as possible – there are always new things out there
¨ Educate your corporate team on social media

26. The End