Are restaurants taking advantage of all their online opportunities?

This past weekend, I had a date with my wife. As usual, we didn’t quite know where to eat. Living in the city, we love to hit local haunts like Busters on 28th, El Meson and Broders. But, sometimes we like to branch out and try something new. How do we find a new spot? I solicited ideas on Twitter (thanks everyone who responded). We frequently get referrals from friends. But, the easiest way (obviously) is to hop online and start searching.

Having visited a number of restaurant Web sites over the years, I’m consistently surprised by the lack of attention to the customer experience.

Flash sites, PDFs of menus and no easy contact information. These are just some of the holes I’ve noticed on restaurant Web sites. These are all also critical areas to a restaurant’s success online.

So, why is it so hard? I’m willing to bet restaurants aren’t all that much different from corporate America. Having lived that life for many years, I know at the corporate level, you tend to become insulated in your world–not your customers. But, restaurant owners, it’s imperative you start thinking like your customers.

I know time is short for you, but think of the time you spend as a critical investment in your future. I mean, look at Justin Levy. He owns a thriving restaurant in Massachussets: The Caminito Brazilian Steakhouse. His site is easy to access. Menus are readily available without extra clicks. He has his own blog (the appropriately named, Prime Cuts). And he encourages customers to Yelp about his steakhouse right on the Web site.

OK, so maybe Caminito has a distinct advantage with a social media enthusiast as one of its owners. What can other restaurants do? Here are a few quick and easy tips:

* Don’t use PDFs. Even though they are searchable content (thanks for the heads up Ed Borasky), they still don’t provide an optimal customer experience. Just too many clicks. Too much work. Remember, you want to make it as easy as possible for your customers to get the key information (read: menus) they need–fast–when they visit your site. And most people come to look at your menus.

* Incorporate user-generated content. Why not empower your customers to post content to your site on your behalf? Customers take photos of special experiences (birthdays, anniversaries, etc.) in your restaurant every week. Why not give them a forum to post those pictures? Or, what about those customer comments you get from folks on the cards you slip in with the check? Post those online (with permission). Or, like Justin, ask folks to post comments on Yelp.

* Use new tools like Four Square to build loyalty. OK, so not everyone is on FourSquare. In fact, few are. But, those people are usually key influencers. Why not facilitate a little competition among those folks and sync up what you’re doing online with traditional tactics? Maybe you encourage your customers to play FourSquare right in the menu? Offer a free drink or special offers to the “mayor” of your restaurant? Many ways to build loyalty with this new tool and foster that word-of-mouth you so desperately seek.

* Don’t forget SEO. Maybe the biggest opportunity for restaurants. If your restaurant Web page doesn’t pop up on the first page of a Google search, you’re operating at a distinct disadvantage. Think about simple things like title tags, key words and meta tags. But, also think about optimizing the content you post on social networks like Facebook, Twitter and YouTube. Finally, think about starting a blog. The SEO benefits alone would be worth it (remember, Google LOVES blogs). Just ask Mr. Levy…

Note: Photos courtesy of RoadSidePictures and Justin Levy via FlickR Creative Commons

Everything I learned about social media, I learned from Barry Manilow

Since my friend Amy Mengel flat-out refuses to write this post, I will. Quite frankly, it’s a post that needs to be shared with the world.

The inspiration? A 200-foot tall Barry Manilow mural on the side of the Las Vegas Hilton at BlogWorld last week (see image at right). I mean, if that doesn’t inspire you, you’re dead inside. I’m sorry.

Yes, I think you can trace everything you’ve learned in social media back to Mr. Manilow. Consider the facts:

* Barry Manilow has staying power. He’s been in the music industry for approximately 86 years. OK, maybe not quite that long, but the guy has had incredible staying power, you have to give him that. The same kind of staying power you need to commit and succeed online using tools like Twitter, Ning and blogs. Let’s face it, we all know organizations that hop on Twitter or start a blog with tremendous excitement, only to shut it down just two months later. Social media requires longevity. Persistence. And perserverance.

* There are no “Miracles” in social media. Setting expectations is critical when educating clients and getting your organization started. You can’t expect miracles. Social media isn’t going to turn your world upside down. It is simply another tool in your marketing and PR toolbox. Simple as that. Used correctly it can help you solve problems for your customers, improve your products and services and drive awareness. No miracles there.

* Barry’s a rennaisance man. He’s a singer. Songwriter. Producer. Composer. Entertainer. Conductor. And performer. In the digital world, we need to wear multiple hats. Use different skills regularly. To be successful in the social space, you need to be one part communicator. One part technical guru. One part salesperson. One part negotiator. And one part community manager. Really, you need to be a 21st century digital renaissance man.

* The man has legions of fans. Say what you will about Barry Manilow. The man knows how to build community. And, more importantly, he knows how to sustain a community. The “My Manilow Network” Ning community has almost 4,000 members. He’s sold more than 75 million records worldwide. 29 of his albums have gone platinum. Most brands could learn a lot from how Manilow has not only cultivated a huge following, but also created a legion of “Fan-i-lows.” (OK, I couldn’t resist). He’s also learned to re-invent himself, something brands continually need to do online. Only we call it learning and adjusting. In a rapidly evolving space like this, you need to be able to learn and change on the fly.

OK, so I had some fun with this post. Can’t say I’m the biggest Manilow fan, but I definitely stand by the social media lessons I shared. What do you think? Can we really learn from Barry? I mean, he is a legend, right? RIGHT? OK, maybe not

PR Rock Stars: A conversation with Dave Fleet

A video recap of BlogWorld 2009

We’ve already seen a number of recaps of BlogWorld the last few days. My faves include my friend and colleague Tony Saucier (he actually live blogged throughout the event), Aaron Strout’s (including the Quick N Dirty podcast) and George Smith’s. So, I thought I’d take a little different approach (well, similar to Tony’s actually) and summarize my experience via video (bear with me, most of it is a little shaky). More to the point, video interviews with some folks I enjoyed meeting, speakers I found interesting and experiences worth noting.

Two people I enjoyed meeting face-to-face (finally) were Al Krueger and Sara Meaney of Comet Branding. I’ve known both for a while online, but just have never had the chance to connect in real life. We quickly rectified that issue and spent some time together at BlogWorld. Here, we discuss Al and Sara’s initial reactions to the event and their regular (and successful) podcast, the Comet Branding Podcast:

During my time in Vegas, I had the privilege to introduce a number of presenters at BlogWorld. One in particular I enjoyed was Jennifer Leggio. You may know her as @mediaphyter on Twitter. In this conversation, Jennifer and I discuss how organizations can deal with cybersquatting, how they can develop effective social media policies and how to best conduct security training for staff.

On the final day of the event, I had the opportunity to drive a few Ford automobiles. You see, I’ve heard Scott Monty’s presentation a few times now (and love his Bill Cosby impression every time). And, the more I hear it, the more I want to drive a Ford, to be honest. This brief clip was taken right after I took the Ford Fusion for a nice cruise around Las Vegas.

Finally, I also moderated two outstanding panels–both based on case studies and folks who are using social media effectively to build brand and drive results. Two of those folks, Natasha Westcoat and Pierre Martell, were a part of our panel dubbed “Small Business. Big Impact.”

In this conversation, Natasha and I discuss how she’s using video and livecasting to sell her art and enrich relationships with her customers.

Finally, in this conversation, Pierre and I talk about how his company is taking a different approach to the home building experience through a number of social platforms including one new–and very interesting–strategy named “Where’s my contractor?”

HealthCamp Minnesota: Technology, community and changing care models

Health care reform. It’s taken center stage in the national political scene the last few months. And with good reason. The current system is broken—in more ways than most of us would care to admit. But in Minnesota, something interesting is going on. We’re actually doing something about it. Payers and providers—not state or federal government—are taking a lead role and looking at new ways to change the health care model.

Fairview’s working hand-in-hand with Medica to transform the way providers deliver care to patients. Mayo Clinic is doing its part by entering the national discussion. And other organizations are looking at ways to deliver care for less cost using virtual care models.

Minnesota, once again, is at the forefront of medical and health care innovation.

Curious to hear more? Attend HealthCamp Minnesota on Oct. 24 at the University of Minnesota and you’ll have the chance to hear first-hand from some of the folks driving this innovation. You’ll also have the opportunity to be a part of the discussion. After all, HealthCamp is intended to be a participatory experience.

Full disclosure: I’m co-organizing this event with Albert Maruggi of Provident Partners and Lisa Grimm (they’re doing most of the heavy lifting, to be honest). Based on the concept developed by Mark Scrimshire and executed at cities across the country like Philadelphia, Boston and Toronto, HealthCamp is an event created by and for health care delivery providers, and payers, and medical device producers.

We’re not looking to make money off this event—but instead get folks together who are passionate about health care and finding solutions to our broken system. As a result, there is only a $20 fee for this half-day event. For that nominal amount, you’ll hear from:

• Lee Aase, Mayo Clinic (keynote)
• Dave Moen, medical director for care model innovation at Fairview
• Mary Ann Stump, chief strategy and innovation officer, Blue Cross Blue Shield of Minnesota
• Chris Boyer, HealthGrades
• Colleen McGuire, vice president-communications, IHC Health Solutions
• John Reid, Chief Executive Officer, Abbey Moor Medical
• Rachele LaCount Chrismer, patient’s mother (keynote)

Join us at the U on October 24?

Rants N Raves: Don’t Call Me “Dude!” – Respectful Business Communications

As professionals, particularly in a service business (I work at a mid-size PR agency in Manhattan), we are taught to treat colleagues, business associates, our bosses and most especially, clients, with the utmost respect. We are expected to use appropriate language, tone and greetings to each other. In general, the Golden Rule is supposed to apply.

But what happens when someone does not apply the rule? Or even worse, when a client begins to drift far away from treating others as he or she would like to be treated, and in that case, there can often be little that you can directly do to fix the problem?

This rant all came about from an interaction I had with recently with a business associate who appeared to be a bit perturbed about something, and rather than discussing the issue with me in a respectful tone, chose to tell me, “Dude, you can’t do that!” I, obviously, did not take well to this. I would never disrespect anyone in the workplace that way, so at the very least, afford me the respect of calling me by my name.

Simply put: Don’t call me “dude.” Ever. Well, at least not in a business setting, and especially if you are a client, and therefore, I technically work for you. I’m sorry, but unless we have known each other for at least 2-3 years and have had out-of-office conversations about things OTHER than your company, I do not appreciate the lack of respect that you, or anyone else I meet in a business setting, shows me when you sink to calling me “dude.”

That’s just plain rude, and frankly, completely inappropriate in a business setting. It implies that I do not know what I’m talking about, or that in some way, you are above me, as I must be some minion with a minor role to play in your quest for total world domination.

Yes, I may only be 24, and maybe I don’t have those 20 years of experience that you have. But in my mind, that does not give you any right to treat me like anything less than a competent employee. Anything less than that is simply unacceptable. I’m not asking for the world here; I’m not asking to be treated like I’m the president of my company, when obviously, I’m not. All I am asking is that I be given the respect that we all deserve in the workplace.

I brought up this problem to my friend, Katie Ottavio (@KOttavio) recently, and she had some great advice for how we can all address this situation in the future:

People don’t get the idea (they should!) that you get respect if you give me respect (common thing we are all taught in grade school).

If you don’t agree with me, that’s fine. I’m mature and can handle a few disagreements. Heck, those even help to cultivate new ideas and innovation in some cases. But in order for that to happen, we need to talk about the situation in a respectful manner, and each side needs to work hard to move forward. Calling me “dude” does nothing to achieve this goal.

I would rather always be moving forward. Let’s all work hard to move forward in every dialogue we have.

Keith Trivitt is an Account Executive at RLM Public Relations in New York City. Fascinated by running and the next big thing in marketing and public relations, he is also one of the founding bloggers at PRBreakfastClub.

Do you have “geek cred?”

It’s chic to be geek.

Just look at our culture.

The Geek Squad.

Freaks and Geeks (Ok, so it’s 10 years old, but it was pretty damn funny. OK, at least I thought it was funny.)

“The Geek Girls” (a small agency in MSP founded by Nancy Lyons and Meghan Wilker).

Hell, my friend Tony Saucier and his wife had an online debate last week to determine who was “geekier” (is that even a word?).

Point is, what was once a derogatory term is now used affectionately and liberally online. Like I said, it’s cool to be a geek.

So, if geek is the new black, how do we determine who’s a geek and who isn’t? How do you get “geek cred?” Wait, better question: What IS “geek cred?”

Let’s start there. Answer these simple questions to see where you stand on the overall social media geek-o-meter:

* Do you know what HTML stands for? (Know the acronym and you’ll have 5 points)

* What the hell is API? (Define it and you’ll earn 3 points)

* How many social media monitoring tools can you name? (1-3=3 points; 3-5=5 points; over 5=7 points)

* Do you often find yourself Skyping instead of calling friends/colleagues (If yes, 5 points please)

* Do you watch the majority of your TV on Hulu? (If you’re like me and you watch Arrested Development reruns on Hulu, you can have 5 points)

* How many apps do you have for your iPhone? (1-50=3 points; 51-100=5 points; 100 or more=7 points; sadly, I will take a big fat goose egg here)

* Do you know who Marc Andreessen is? (7 points)

* How many electronic mobile devices do you own? (1-3=3 points; 4-6=5 points; 7 or more=7 points)

* Do you regularly attend a WordPress user group? (If yes=5 points)

* If you earned a $3,000 bonus at work, would you: A) Put a down payment on a new car; B) Throw it in the bank, or C) Run out and purchase a new, fully-loaded MacBook Pro? (Clearly, no points awarded for first two; 3 points for “C”)

So, what’s your “geek cred”:

King of all Geeks (The Lewis Skolnik Category): 45-54 points

Go out and buy a pocket protector–NOW! (The Rick Moranis Category): 36-44 points

Sleek, but not geek (The Tron Category): Less than 36 points

Note: Photo credit of ame3505 and FlickR Creative Commons

PR Rock Stars: A conversation with Jason DeRusha

OK, yeah, I know Jason DeRusha’s a journalist, not a PR flak. But, I thought it would be fun to highlight one of the real rock stars on the journalism side. And, I thought it would be interesting to chat with a broadcast reporter/anchor who is really using social media to transform the way he works. Oh yeah, and we talked a little “Jason DeRusha Day”, too. Didn’t think I’d let that slip by, did you? So, without further fanfare, I give you one of my favorite journalists, Mr. Jason DeRusha…

You’re not a typical PR Rock Star. In fact, you’re on the other side of the proverbial table working as a full-time journalist for WCCO-TV. But, you spend a lot of time with PR folks. In fact, you co-led the first-ever Journhat event in August at Tunheim in Bloomington and emceed the MN PRSA Classics banquet back in March. Based on your experiences, are PR pros and journalists really more alike than they are different?

There was a time where PR professional were perceived as the enemy.  The job was to obscure the truth and prevent us from having access to executives.  That has largely changed.  Today, I think PR pros are interested in using journalistic skills to tell their clients stories.  It’s not about puffery or BS, it’s about finding great stories and sharing them – either directly to consumers or as pitches to media.

I find a difference in PR firms and in-house PR people.  Often PR firms seem to work hard to get us access and get us information.  It’s not true for all companies, but I find it harder to get cooperation with corporate, in-house PR people.  Perhaps the in-house PR person has to deal with more in-house politics than the outside firm?

WCCO-TV and Good Question recently won a number of Emmy Awards. On the PR side, recognition comes in the form of Classics awards (you’re now intimately familiar based on your experience last spring), Silver Anvils and a number of other industry awards. Do you think these types of recognition make a difference? Why or why not?

In journalism, often the only feedback we get is negative.  Angry viewers.  Bosses who want to know why we missed a story.  It is tremendous for morale to get these big awards.  At WCCO, we won the Emmy for Station of the Year for the second year in a row.  To me, that’s so meaningful, because it crosses departments: from news, to engineering, to production, to community outreach.  Do viewers care? No.  Do clients care about Classics or Silver Anvils?  I doubt it.  I think if a client already likes you, an award can confirm their positive feelings.  It’s affirmation.

You’re on the leading edge as far as journalists who use social tools to source stories and innovate. What trends do you see when it comes to journalism and social media in the next couple years?

Because newsrooms keep getting smaller, we’re going to continue to rely on social media to keep us in touch with stories that we’d otherwise miss.  Today, I think I was among the first to Tweet out that Chicago got the least number of votes for the Olympics.  Potentially thousands of people heard that news “on Twitter.”  Or “from DeRusha on Twitter.”  That’s interesting.

Individual journalists will be able to create their own brands, outside of their news organizations.  That will create interesting challenges, but I think it’s a great thing.

The tricky thing is that viewers expect to be able to communicate with us directly and immediately.  When I was growing up, I couldn’t imagine calling a television newsroom.  But every day, people send me @ replies and DMs on Twitter, hit me up on Facebook chat, some even text me.

As more people adopt these tools, it will be interesting to see if I’m able to stay so accessible.  The more followers you get, the more noise, the more difficult it is to stay plugged in.

JasonCam has a cult-like following. As a broadcast journalist, you’ve used video asa tremendously powerful storytelling tool. What advice would you give PR pros who are considering integrating more video into their marketing/communications mix?

Consider your purpose.  I believe PR professional need to think of themselves as cultivators of experts.  You want your people to be presented as the expert on any number of topics.  Video is a great way to show me that your expert is good on camera, and knowledgeable.  Video should be easily embeddable if you want me to put it on my blog.  Video must be short.

Newsrooms are using less handout video on the air, but we’re using it to get an idea as to whether a story has potential for TV.  If you have a story pitch that comes with video, that’s helpful.

Jason DeRusha Day. Certainly something you’ll want to include in your bio and LinkedIn profile. In any event, I think that movement demonstrated the potential power and impact the social world can have—and the ability of a community to rally about an issue or topic they believe in (in this case, the “topic” was really you). Tell us a little about what you learned from that experience.

That day was a perfect storm.  If it were a busy news day, the social world would not have spread the DeRusha Day bit.  If it wasn’t for the funny picture of me wearing a suit and Zubaz, I don’t think DeRusha Day would have spread.  If I hadn’t spent years playing in the sandbox with the social world (starting just by commenting on other people’s blogs), this wouldn’t have spread.

Also, if this were a station P.R. effort, or something that started in our building, I don’t think people would have had as much fun spreading it.  I was in a meeting when I saw the #DeRushaDay hashtag start to spread.  And the DeRusha Day poster.

Later someone I’ve never met started www.jasonderushaday.com and a friend launched a tongue-in-cheek online petition.  As people did something, I spread it. But I never started it.  Maybe I poured some fuel on the fire, but other people lit the match and provided the timber.

It reinforced this idea that I’ve always firmly believed in: if you do good work and you’re a good person, your fans/friends will be your biggest evangelists.  At the least, they’ll cut you slack when you mess up.

You have a growing family at home. Yet, you hold down a full-time job, participate online and speak at industry events on a regular basis. How do you find the time to fit it all in? What are your tips for finding that balance in your life?

I’m still trying to find the balance.  I’m a believer in seizing a moment.  For whatever reason, right now I’ve been blessed with a lot of attention from the social media world, the mainstream media world, peers, and communicators.  I’m not an anchor, I’m not a big shot.  So I’m on a nice ride right now, and I’m enjoying it.

I’ve started to learn to say “no” to appearance requests from places that aren’t priorities to me or to my station.  I’m getting better at stepping away from the laptop and the iPhone.  But it’s difficult.

I have a tremendously understanding wife who tolerates all of the silliness.  And I try to take her out to really nice dinners to make up for the fact that I can be a pain to live with.

My big tips: at night, put down the blackberry.  We have our TV in our basement, and I leave the phone upstairs.  If I get a text or DM, I don’t go upstairs to check.

Take time to read to your kids at night.  We read three books to our 4 and 2-year-old boys ever night.  It just takes you away from work.

Take random days off work.  Sometimes you need a day away that isn’t part of a vacation or a holiday.  Take a Monday or Friday off, and unplug.

Social media behind the firewall: Is it really all about business?

Great conversation at Social Media Breakfast Twin Cities last week sparked an idea for me. The discussion was around how organizations use social tools and platforms “behind the firewall.” Many interesting topics and issues were raised. But for me, I keep coming back to one question: Is this all about business?

The obvious answer: Yes. But, I think it’s a little more complex than that.

Here’s what I’m getting at. As more companies start adopting social tools internally in an attempt to collaborate, innovate and work more efficiently, we start to hear a lot of pushback from middle management. People are wasting time online. They’re not doing their jobs. They’re not getting things done!

Those are valid concerns, no doubt. But, provided we can address those issues by better managing our workforce (those questions are really a management issue, not a social media one, right?), what are we really worried about here? That folks will discuss personal issues online? That they will talk about their kids, their interests outside of work, their real lives? That they’ll talk about topics–work-related or otherwise–that they are passionate about?

Wait, isn’t that what we want them to do?

I mean, I know we want employees to work online. Brainstorm new ideas for the organization. Communicate more efficiently. Manage projects online differently.

But, isn’t a big piece of this relationship building behind the firewall, too?

Aren’t businesses, at their most basic, all about relationships?

Isn’t their tremendous value in employees building relationships across organizations? Sometimes I think we get so stuck in our silos, we forget how smart we can really be if we put our collective heads together and tackle our business challenges TOGETHER.

Think about it. Do you really think the innovation function at any large organization has all the answers? Of course not. They need help. They need to take advantage of all the brains in the organization. Social tools give organizations one great way to do that.

And, it all starts with relationships and trust.

Note: Photo credit of yuan2003 via FlickR Creative Commons