Google 360° Virtual Tours – Why Your Restaurant Needs One

delpoSocial Media – Digital marketing to effectively to engage with customers it is incredibly difficult to quantify results.  Especially when trying to determine the resources to be spent on them. While it can be hard to keep up with Google’s SEO polices and listing practices, one service you can – and definitely should – take advantage of is creating a Google Business View Virtual Tour.  The one thing you can be sure to count on in the ever shifting landscape of online customer engagement and social media marketing is that most of your potential customers are going to “Google” you.  Before they get to review sites such as Yelp or Trip Advisor they’re going to find you by searching – that’s where you get to engage with them first and make the best first impression.

Google’s Virtual tours allow businesses to “show off” their locations – and they’re particularly effective for restaurants.   The Virtual Tours are viewable from any device (desktop, tablet, mobile, etc), and are housed on Google’s servers (Search, Maps, Google My Business.) for free.  It’s a one-time photography service, and you own all the rights to the images.  The tours can also be embedded into all your digital marketing media – including your website and Facebook page.  They show up directly in Google Search and Maps, so that a potential customer can actually take a virtual walk around your dining room or bar, while getting hours, directions, phone numbers and checking out the menu.  The “See Inside” link to your tour is prominently displayed in your search results and invites potential diners to dive right in and take a look around.  In fact Facebook has just introduced a feature that allows you to post a panorama shot directly to your business page.


Del Posto Restaurant NYC

Case Study

To drive a higher level of engagement with participating restaurants, NYC & Company embedded Google Maps Street View and Business View on its website at NYCgo.com.  They also offered tours as a marketing tool to new York City restaurants participating in their very popular Restaurant Week promotion.

Results
55% of all participating restaurants had Business View and results showed that diners were more likely to reserve a table at those restaurants. In New York City’s competitive food scene, this compelling visual imagery offered these restaurants a valuable edge.

  • On average, restaurant listings that included Business View had a 30% higher click through to reservations
  • Visitors who viewed Business View for a given business clicked through to make a reservation 50% of the time (20% more than visitors who didn’t view Business View)
  • 84% of 1,300 surveyed customers said Business View played a factor in their restaurant choice
  • The magical 18-34 age group picked the restaurant that had a virtual tour available over a competitor that did not by over 3 to 1.

“For NYC Restaurant Week, we have seen that the more engaged consumers are, the more likely they are to book multiple reservations. Being able to feature Google Maps Business View, along with menu previews, as part of our booking experience has had a direct impact on our visitors’ decision to make a reservation.”
Edward A. Hogikyan
Senior Vice President, Marketing
NYC & Company

How to get started

Find a Google Trusted Photographer or Trusted Agency on the Business View website and set up a photo shoot. You should be able to find several for your city or area. Contact each one for a quote.  Get references from other restaurants that have been shot in your area.   Google Virtual Tours are produced by independent contractors – and while they are carefully screened and approved by Google there are certainly differences in the quality of work being produced – be sure to see samples of other restaurants that the Google Trusted Photographer has shot.  They should also be able to assist you in embedding the tour on your website and Facebook page.

Takeaway

It’s always a challenge for restaurant owners to decide how and where to expend time and money on digital marketing.  The only way to accurately judge ROI on these efforts is to pay for social metric services that are themselves way too expensive to employ.  Here is one solution that provides a clear path to customer conversion that involves a one time investment of time and money.

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Hashtags and Restaurant Social Media – What You Need To Know

hashtags-facebookWhile hashtags might have begun life as easily referenced Twitter subjects they are not just the punchline of a Jimmy Fallon video (http://goo.gl/PJvuPM).  They have evolved into a unique communications platform unto themselves that can serve as the connective tissue between social media channels – and demographics.  They can instantly contextualize, categorize and connect your social media posts to your customer base as well as tap in to a larger conversation.

Hashtags can create compelling conversation points that invite participation and focus dialog around your messaging.  They can also serve the dual role of connecting your posts to a larger online community, while also inviting that same group in to see how your post relates to their interests.  A good example might be a post about your restaurant’s patronage of a local Farmer’s Market with a geo-specific tag such as #NYCLocavore – relating to the subject and furthering the conversation.

Relevance – Last year’s Super Bowl was the best indication of how ubiquitous hashtag use has become to brands at all levels.  Hashtags were used in 78% of all commercials, up from 7% just three years ago, while the use of URLs, Facebook or Twitter tags had all declined significantly.  Hashtags are a one stop shopping solution to referencing your message across all platforms simultaneously.

Universality – Hashtags are now recognized by Twitter, Facebook, Instagram, Google +, Youtube and Vine.  The importance of horizontal messaging is now more important than ever.  Demographics for all of these platforms can vary dramatically – Twitter use is exploding with the over fifty crowd while Vine dominates with everyone under the age of twenty-five.  Hashtags provide a way to create connections between groups – with your restaurant being the center of the conversation.  Engagement and Viral reach can be multiplied exponentially.

Of course, as with any of these platforms and social marketing tools there is just a big a potential for misuse and self-defeating excess.  Incorrectly executed hashtags can just as easily marginalize your message – or even make it the subject of ridicule.

#Do’s and #Don’ts

#Organic – Create tags that relate to your message seamlessly and intuitively.  Readability counts – keep it brief, memorable and easy to spell.   Alliteration is your friend – clunky locutions are not.  Think #PerfectPizzaPairings vs. #BestWinesWithPizza.

#OriginalityCounts – Strive to come up with tags that are specific to your restaurant and content.  #DeliciousPizza or #GreatSteak don’t really drive the conversation – either practically or conceptually –   #FreshBurrattaPizza or #DryAgedSirloin do.   #SalsPizza isn’t going to do it – #SalsPizzaOn3rd should – always check first just to make sure.

#DoubleCheck – Take a second look to make sure that the hashtag you’re using can’t be misinterpreted or turned against you.  Recently McDonald’s used #McDStories to elicit happy anecdotes from satisfied customers. As you may have guessed  what they actually got was an easily referenced online collection of burger related horror stories.

#BeSpecific – One of the biggest crimes in the Hashtag universe is the use of generic terms, or, even worse, hashtagging every word in a sentence.  Hashtags such as #Food, #Burger, #Delicious become meaningless noise and more than anything else portray you as just slightly desperate for attention.  Hashtags augment and amplify – they connect and compliment – they do not compensate for lazy messaging.  Be creative and precise.

#UseCapitals – You can quickly see why British singer Susan Boyle regrets not using caps in her now infamous “#susanalbumparty” twitter post.  There is very little upside for saving the extra seconds by not using capitals in your tags, while ignoring them can have a potentially huge downside.  (Or, in this case, underside.)

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#BeSuccinct – Do not add more than a few hashtags to any post.  Tweets with three or less tags are twice as likely to be acted upon (favorited, answered, retweeted).  It is almost never a good idea to hashtag more than two or three words together – and it is definitely a bad idea to hashtag an entire sentence unless you actually are Jimmy Fallon.  While we all dream of creating the immediately adopted, ubiquitous meme, it is much more important to effectively convey your message.  Save all that creativity for your personal posts.

#Accessability –It’s important, especially when writing about food, that you establish a commonsense baseline for exactly how esoteric your cooking references will be.  You want people to follow the conversation, not Google it.  #PorkStuffedCabbage – yes – #PetitsFarci – no.

#Tools – there are online aggregation services – Tag Board and Rebel Mouse are two of the best – that will collect and collate your hashtags.  This is especially useful if you are running a promo using a hashtag as a reference point.  For instance – you invite patrons to post photos of their favorite dessert at your restaurant with including a specific hashtag and offer a prize for the post with the most interactions.  You can then compile all the entries into one handy page.  Tagboard is also very useful for checking for pre-existing hashtags across all platforms.  Another great tool is Rite Tag which actually checks your hashtag to see how original it is and what the statistical chances of it being discovered via hashtag search.

#Remember – be creative, succinct and consistent.  Hashtags can consolidate your messaging across platforms and help you reach and engage a much broader audience.  Not using them, or using them ineffectively, will deprive you of an increasingly vital communications tool.

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