Social networking is part of daily life for millions of people, but for Orchid it is also part of daily business routines. The company has embraced Facebook and Twitter across the board, with more than half of its pubs, bars and restaurants utilising the social networking sites.
Across the 157 Facebook profiles maintained by them, they have a total of 69,642 “likes” and friends. This means an average of 443 direct connections for each of the 157 pubs, bars and restaurants using the social media channel.
“Facebook and Twitter are not only great tools for keeping up-to-date with friends, we know they can also be vital for our businesses,” says Orchid Group Head of Marketing Adam Bowers.
“To establish a direct connection with tens of thousands of people is incredible and it gives us a quick and easy way to stay in touch with customers. Better still, social networking is a medium that they are used to and that fits in with their lifestyle, which makes people more likely to get on board.”
Within Orchid’s divisions, all 14 of The Living Room bars and restaurants utilise Facebook, and nine Pizza Kitchen Bars use the channel too. From carveries to clubs, Orchid businesses are getting on board, making the most of social networking.
And once they have created their online presence, they know that the key to building lasting relationships and really making Facebook and Twitter work for them is regular updates and active engagement.
Below are just a few case studies of how Orchid’s divisions are embracing social networking to boost their business.
“It is vital to respond and be involved”
Tom Patrick, Promotions Manager at Halo and Quilted Llama in Leeds, looks after the combined Facebook page for the bar and club. With nearly 9,000 “likes”, the potential reach is huge. He also uses Twitter for Halo with nearly 700 followers.
“We can get messages out to more than 35,000 people on Facebook� those who “like” our page see it directly, and then their friends can see it on their timelines too,” explains Tom.
“It’s easy to see the potential for boosting business simply by reaching so many people, but it is important to stay involved.”
Tom ensures the page remains active by posing questions, such as “What is your favourite pizza from our menu?” and often gives small rewards to the best or most amusing comments. Pictures are posted regularly and offers such as free entry to the club for the next 25 likes get more people on board.
“So many of our customers spend time online catching up with friends and we are a part of that too,” he adds.
Tom’s mantra for using Facebook is “Post it, Pin it, Like It”. This means he writes a post, likes it and encourages others to do the same, and pins it to the top of the feed as a “highlight” so people see the most recent updates when they visit.
The Twitter stream also feeds people back on to the Facebook page � shorter space for messages means Tom has to be clever with what he writes and include links so people can find out more.
“Use it every day”
Yvonne Roche, General Manager at the Druid’s Head in Brighton, says that Facebook should be part of everyday business. The pub’s page has 761 “likes”.
“I log in first thing every morning to update on what is happening that day or evening,” Yvonne explains. “We use it to promote everything from the sports matches being shown to events such as open mic nights. It really doesn’t take long to do.”
The Facebook page is also used to promote the menu and food offers and Yvonne keeps track of all the comments. “It’s just a case of making sure people are aware of what we have going on and refreshing their memories,” she adds.
“It’s a free resource � make the most of it”
Sales & Marketing Co-ordinator Ellie Simpson runs the Facebook page for The Living Room Newcastle, which has more than 1,000 “likes”, as well as the Twitter feed with more than 750 followers.
“Facebook and Twitter are instant, interactive and a great way to keep customers updated,” she says. “Best of all, they’re free!
“We update every day and keep it informal and relevant to what’s going on locally. So if the sun is shining we remind people about cocktails on the terrace. And when Newcastle played at home one Sunday morning we promoted the fact that we are open for breakfast. We got about 13 extra covers just for doing that one update.”
Ellie is also very aware of the timing of her updates, making sure they are sent at key periods during the day. “Just before 9am, lunchtime and around 4.30pm are the best times as people are likely to be taking a few minutes out of work to check what is going on,” she explains.
The Living Room also makes sure to respond to any comments or questions and keeps things fresh by adding photos, such as if the Chefs have created a particularly tasty-looking special.
“Businesses should definitely be on Facebook and Twitter,” Ellie continues. “It’s a waste of resources if you’re not.”
For more information on the Orchid Group visit www.orchidgroup.co.uk
Follow Orchid on Twitter@orchid_group
See their Facebook www.facebook.com/#!/Orchidpubsanddining