Building pubs' social networks
As the social media revolution gathers pace pubs increasingly need to adopt a digital marketing strategy — or miss out. Ewan Turney looks at a range of pub operators to find out how they're boosting their online presence.
Social networking website Facebook has 400 million active users, with a third of the UK population involved and each day 20 million people "like" a page. That page could be your pub. And on Twitter, the number of tweets increased 14,000% in 2009 — 20% of which refer to places or products. That place could be your pub.
Recent research reveals that more than a third (39%) of pubs and restaurants don't have a website and 25% don't promote their site anywhere on the internet — meaning they are invisible to the 53% of consumers who research going out online.
Digital marketing expert Matthew Kirby says web presence is everything. "Your online presence is like your front door. I bet a lot of pub websites still have Christmas menus up. That is the equivalent of having dirty windows on your pub — people won't come in."
Social media can no longer be ignored as a marketing tool by pubs. Customers are already out there, chatting onFacebook and tweeting, about your pub. It is time to get involved.
With that in mind, we spoke to a range of pub operators — small to large — about how they are utilising social media.
The multiple retailer — Grand Union Group
Facebook: 637 likes, Twitter: 684 followers
Grand Union, recently named in The Sunday Times Fast Track 100, has 12 sites in London. It has been using Facebook and Twitter for over a year.
"The main reason we use it is for feedback," says marketing manager Richard Raven. "I have Twitter on my phone and can respond instantly.
"We can follow what people do, where they go and what they say, and, most importantly, we can contact them."
Raven advises to deal with any negative comments in a positive fashion. "I try and respond as quickly as possible and refer them to a generic email address to contact me.
"We don't get many negative comments, but when people have had a few drinks and have to wait a while to get served on a Saturday night, they sometimes post something. Often, when we contact them directly, they say in reality it was not a big deal anyway."
Grand Union is also a great example of customers doing a marketing job for them through Facebook and Twitter. "People are always uploading pictures of their burgers, which we are famous for.
"I don't really understand it, but people love showing others where they are and what they are doing. Those pictures spread organically."
Raven is responsible for all the company's social media, but he reckons a lot can be achieved with just 15 minutes a day. "I don't spend hours and hours on it," he says. "It is finding a middle ground."
The group has also just finished running a competition for a customer to win a £1,000 bar tab on their birthday — the motivation behind which was to increase its email database. It now has about 18,000 names on its mailing list and will send out communications every three or four weeks on the latest offers and competitions, or invite people to the opening of a new venue.
The competition has proved a great success on Facebook, with users posting reasons why they deserve to win the tab on the company's page.
Posts include: "My wife just went through 66 hours of labour — using surgical instruments usually seen in a horror film — for our first baby son and she needs a drink!" and "I would love to win the £1,000 bar tab because it would give me the opportunity to talk to the stunning Islington GU bartender the whole evening!"
Grand Union also tried Facebook advertising. "We had limited success and I don't think it is 100% necessary," Raven says.
The managed pub — Pear Tree Café Bar, Cardiff
Facebook: 311 likes
The Pear Tree opened last September and Facebook was instrumental in getting news out and drawing people into the bar. "It was always part of the strategy from when we opened," says Maeve Curtis, assistant manager at the Brains managed house.
One of the pub's members of staff volunteered to look after the Facebook page and he spends a couple of hours a week on the task.
Curtis believes every pub should be on Facebook. "It is definitely the way it is all going," she says. "Everyone is on Facebook, from young to old, and most go on every day."
The Pear Tree announces details of its events such as jazz nights and quiz nights, and is posting lots of pictures of happy customers enjoying their time at the pub.
"It is good for advertising your deals," she says.
"For example, we have a deal on for Valentine's Day and we can let people know about it.
"The other thing about it is it gives people a chance to leave feedback.
"Those comments are not all positive, but that gives us something to work on."
The pub has a chalkboard featuring its specials for the day and urges people to become a fan of its Facebook page on the board as well. It also finds that customers who use its Wi-Fi facility log onto the Facebook page and sign up.
Sample Facebook posts
Events: "This Sunday from 8pm, Percy is back with the next instalment of the Top of the Tree Quiz! With food served until 10 (including three tapas for £6.95) and drinks until 11, it's the perfect way to spend a Sunday evening! Get involved!"
Offers: "First pot of mulled wine bubbling away. Come on down and give it a try. Nothing better to warm those
winter chills!"
Recruiting: "We are currently recruiting for kitchen staff. Please drop in and see us if
you are interested."
The independent pub — Rutland Arms, Sheffield
Facebook: 1,193 likes, Twitter: 512 followers
Andy Stephens took over the free-of-tie leasehold on the former Punch pub in October 2009 and has helped drive sales through the use of Facebook
and Twitter.
"It is building a community — a massive extension of the chat across the bar," says Stephens.
He checks the computer three times a day to stay on top of everything. Bookings are even made through Twitter and Facebook. "Our Christmas bookings were split evenly between email, Facebook and Twitter.
"If people are making bookings for our function room on Twitter we need to stay on top of it and check it regularly."
All the staff at the Rutland Arms have access to the Facebook page and can update it. Stephens uses Twitter to upload pictures of guest ales that are on, and his chef's updates on the specials available.
He has even used a couple of local spats to raise the profile of the pub and get people talking about it. "During freshers' week we had our A-board nicked, so we made 'Missing' posters and started tweeting about it. People really got involved and wanted to know if it had turned up yet.
"We included Sheffield Hallam University in our communications, which meant that all its followers saw our message too.
"You can really interact with people, like when I can tweet someone after they have been in for a meal to thank them and ask if everything was OK."
Stephens also had a disagreement with Eat Sheffield over its awards.
The scheme is designed to promote eating out in Sheffield, but, despite numerous categories, Stephens felt there wasn't one for a pub serving good food that wasn't a gastropub.
"It meant that the two pubs that have been on Gordon Ramsay's show here always won.
"I started a bit of a Twitter battle because we are a boozer that serves good food around the £6 level. Customers and others started tweeting in support of us too.
"Our food trade rose from £1,300 to £1,800 a week because of it."
Sample tweets
"Jura and diet coke is wrong. Wrong wrong wrong wrong wrong. But yes even with diet coke if you want and have to. tut n stuff."
"I have cracked and am eating @rutlandarmschef bhaji butty. very good too!"
Sample Facebook posts
"It is our second annual Burns Night (well, rest of week), buy one get one free on whisky so you can try a couple f
