NRA Show Blog

Starbucks Brews Action With Word of Mouth and Social Media

By Derrek J. Hull, Blogger-in-Chief

Last week's ideas-packed Word of Mouth Supergenius Conference hosted by GasPedal was a smash hit. Thanks a mil to all the speakers who shared tips and ideas on how to be great at word of mouth marketing.

We met up at the conference with Starbucks'  very own word of mouth/social media master Matthew Guiste for a one-on-one interview about how the company creates action with word of mouth and social media.

Q: How [and why] does Starbucks engage in WOM and social media?

A: We view social media not as a marketing channel, but as a way to genuinely connect with our customers outside the four walls of our stores. We meet them through a variety of experiences and online places. Chief among them are Facebook, Twitter, MyStarbucksIdea.com, YouTube and Flickr. We engage in these channels for a variety of reasons, most of which fit into the following three buckets:

• Listen and Learn: Active participation in the conversations in these places help us hear directly from and speak directly to our customers.

Fire and Ice: Drinks and Desserts for the Holidays

By Kristina Vanni

While exploring the New York Chocolate Show this fall, I discovered the unique and delicious Fire and Ice Cocoa Mix from 2 Chicks with Chocolate. Their combination of dark chocolate and cocoa nibs along with cinnamon, nutmeg and cloves is simply irresistible. I love using the mix to create the unique and delicious Fire and Ice Martini. Simply prepare the mix with milk and cream, and shake it up with chilled Cold River Vodka*. This super-premium vodka is a craft distiller from Freeport, Maine. From “Ground to Glass” this vodka is produced from scratch with potatoes from their farm and with water from a nearby aquifer.

Fire and Ice Martini
 
1 ¼ cup milk
1 ¼ cup cream
1 ½ cup 2 Chicks Fire and Ice Cocoa Mix
8 ounces Cold River Vodka

11 Great Ideas from Word of Mouth Supergenius Conference

Yesterday I spent a great day with loads of smart people at Supergenius, the Word-of-Mouth (WOM) conference hosted by Gaspedal.

After attending 11 amazing sessions, I decided to share my Top 11 Ideas here. One thing to note – many of the speakers were consistent in messages. So while I give credit here to these specific presenters, I heard similar themes throughout the day.

1. An army of fans becomes a permanent advantage. (from Andy Sernovitz, Floored!'sWOM contributing blogger)

Andy, with all sorts of passion, restated the basics – but often overlooked – aspects of WOM. Fans will always have a better message than a marketing team. A “Tell A Friend” form on your web site will produce higher quality leads that are free. The big question to ask yourself about your service, your product, your message or your company: Would anyone tell a friend!?

2. Movements never end. Campaigns are short-lived. (from Spike Jones)

Spike reminded us it’s about elevating the conversation. The talk is not about your product, it’s about what people do with your product – what do they achieve, what do they feel, and how can you provide space for your best customers and fans? Movements have inspirational leadership and active participants. To create this, there is actually a barrier to entry to a movement so you only get those who really want to be there and participate.

Greetings from Word of Mouth Supergenius Conference

A big hello and good morning from all of us at GasPedal as we get ready to kick off Word of Mouth Supergenius: The “How to be Great at Word of Mouth Marketing” Conference.

We’re thrilled to be bringing together such an awesome lineup of brilliant word of mouth marketers — and even more thrilled at all the other ones joining us in the crowd today. It’s going to be one intense day filled with 12 how-to classes, 12 real-world case studies, and 6 brilliant authors.

How to follow today’s Word of Mouth Supergenius:

National Restaurant Association's NRA Show 2010 and International Wine, Spirits & Beer Event "Tweet Team": @nrashow2010

Live blogging coverage: Click here
Twitter: Use the hashtag #Supergenius

Original post: GasPedal's Word of Mouth Marketing Blog

3 Ways to Protect Your Restaurant from Negative Word of Mouth Online

 
By Andy Sernovitz

People are going to say good and bad things about your restaurant. In fact, it might already be happening. And while you shouldn't expect to be immune to negative chatter, there are some basic ways you can establish to protect yourself.

Three safeguards to fend off negative buzz:

1. Build credibility before you need it.
Focus on being a regular participant in key blogs or forums that your customers follow. You can't be everywhere, but by building credibility with a few local critics, it'll make it much easier to share your side of a story if and when you’re being attacked.

Simple Ways Restaurants Can Use Twitter

By Andy Sernovitz

Twitter can be a great social media tool for restaurants of all sizes. It's simple to get started and there's a good chance your customers are already using it.

Just remember: You're not required to be on Twitter. There are plenty of ways to earn and support word of mouth -- and Twitter is just a potentially helpful tool that can be integrated into your overall strategy.

But, if you decide Twitter is for you, here are a few simple ideas to get you started:

1. Share coupons and special discounts.
Dell has made over $6 million in revenue through Twitter by sharing exclusive deals. While you might not make millions, you may be surprised at the response. For a good example of this, check out how Chicago's Wow Bao (@BaoMouth) uses Twitter to share deals.

Hot Chef Fridays: Small Plates

By Kristina Vanni, contributing blogger

Small plate dishes were at the top of the National Restaurant Association's What's Hot list for hot trends in 2009, and the new 2010 survey of more than 1,800 American Culinary Federationmember chefs notes the trend of smaller portions for a smaller price continues into the coming year. Small plates, tapas and appetizers are a great option for the plethora of the holiday parties and get-togethers this time of year. 
If you are entertaining guests in the coming weeks or if you are asked to bring a dish to share, this recipe is an easy go-to option during the holidays. This “Triple Onion Tart” is sliced into thin wedges for a savory and cheesy indulgence.
 
For a step-by-step video instruction on how to prepare this recipe for “Triple Onion Tart” click here: 

6 Ways a Restaurant Can Start Earning Word of Mouth

by Andy Sernovitz

Great word of mouth marketers are willing to try lots of different topics until something catches on. Not everything you do will be a home run, but here are six quick ways to get you started:

1. Offer a secret menu item.
Offer a menu item that only insiders know about. It not only makes customers feel special, but it also gives them something to share with their friends. For a simple example, check out how Chicago's TAC Quick Thai Kitchen does it.

2. Put it on the wall.
Put things on the wall that will encourage customers to bring their friends in to show them. Try taking pictures of your best customers, having a "wall of fame," or allowing them to use personalized mugs. In another Chicago example, Sushi 28 does it with empty wine bottles in their window.

3. Host meetings.
Find key groups of talkers and invite them to meet in your restaurant. Try hosting a quarterly gathering for wedding planners or hosting meetings for groups that come together frequently, such as the Boy Scouts.

4. Celebrate something.
Maybe you go all out for a traditional holiday or maybe create your own — but however you do it, bring people to your place for a party. White Castle put a great spin on Valentine’s Day by creating “Love Castle,” where folks are encouraged to make reservations and bring their significant others for a candlelit dinner.

Quick and Easy Recipes to Help Turn Winter Blahs Into Ahs!

  
By Derrek J. Hull, Blogger-in-Chief

Old Man Winter is blanketing much of the country with cold temps, high winds and snow. So, why not stay indoors to keep warm and enjoy these quick and easy mouth-tempting recipes served up by the editors at Better Homes and Gardens and chefs at Lamb Weston.

Barbecued Chicken Thighs
by BHG

Ingredients

3 tablespoons brown sugar 
2 tablespoons finely chopped onion
2 tablespoons vinegar
2 tablespoons prepared mustard
1/4 teaspoon celery seed
1/8 teaspoon garlic powder
8 chicken thighs (about 2-1/2 pounds total)
1/2 teaspoon paprika
1/4 teaspoon ground turmeric
1/4 teaspoon salt

Directions:
For sauce, in a small saucepan combine brown sugar, onion, vinegar, mustard, celery seed, and garlic powder. Bring to boiling, stirring until the sugar dissolves. Remove from heat; set aside.
Skin chicken, if desired. In a small mixing bowl combine paprika, turmeric, and salt; rub over the chicken.
Grill chicken on an uncovered grill directly over medium coals for 20 minutes. Turn chicken; grill for 15 to 20 minutes more or until chicken is tender and no longer pink. (Or, place chicken on the unheated rack of a broiler pan. Broil 5 to 6 inches from the heat for 28 to 32 minutes, turning once.) Brush with sauce during the last 5 minutes of grilling or broiling. Makes 4 servings.
Make-ahead tip: Prepare sauce up to 48 hours ahead; cover and chill.

Top 10 Restaurant Stories of 2009

 
By Derrek J. Hull, Blogger-in-Chief

These are the year's top 10 restaurant and foodservice industry news stories most frequently clicked by SmartBrief readers.*

• 129 rules at La Bernardin (5/20)
• White House chef is named (1/10)
• What makes a burger? (4/2009)
• Top 10 tips for restaurateurs (3/5)
• In-N-Out thrives on work force's professionalism (4/9)
• What was Tom Colicchio's biggest cooking mistake? (4/29)
• The secrets of the modern burger (6/30)
• How does Darden Restaurants stay successful? (7/2009)
• Burger King plans edgy interiors (10/7)
• Custom-burger concept succeeds despite recession (6/9)

Also, here is a hit list of your favorite SmartBrief SmartQuotes:

"If you don't go after what you want, you'll never have it. If you don't ask, the answer is always no. If you don't step forward, you're always in the same place."
- Nora Roberts, American author
 
"There is a real difference between managing and leading. ... Managing winds up being the allocation of resources against tasks. Leadership focuses on people. My definition of a leader is someone who helps people succeed."
- Carol Bartz, Yahoo! CEO

"He who has the fastest golf cart never has a bad lie."
- Mickey Mantle, National Baseball Hall of Famer

"If you're walking down the right path and you're willing to keep walking, eventually you'll make progress."
- Barack Obama

"It is our responsibilities, not ourselves, that we should take seriously."
- Peter Ustinov, British actor and writer

Sign up for the National Restaurant Association's SmartBrief newsletter. Read more at SmartBrief.com.

* Results are based on the number of times each story was clicked by readers. Due to the time span, some links may be broken.