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

SmartDiner offers time-related discounts to consumers in the restaurant and pubs market, enabling venues to attract diners at quieter times.

Leeds-based Stanley Wootliff, who established the business last year, is applying for a grant from SEIS. Wootliff said: “SmartDiner is a pioneering and patented, new, dynamic pricing internet restaurant reservation system.

There is no reason why diners who are happy to eat at quieter times should be paying premium prices. Dynamic pricing makes a lot of sense.” Most of the participating restaurants are currently based in Yorkshire, but Wootliff hopes to expand the website’s reach – it is adding 40 new restaurants per month.

It has already reached and passed over 3,000 downloads to date.

The APP which is becoming a must for chefs, allows time poor chefs to connect with other chefs quickly and easily on either an iPhone or Android platform. Chef+ is integrated with other social network sharing sites such as Facebook and Twitter, allowing chefs to add content to their profiles and share it across the other platforms from one central source.

If you’re looking to connect with Chefs, share knowledge, recipes, images or video why not download Chef plus today on iPhone or Android and join the number one Chefs networking site!

Spirit’s Chef & Brewer pub restaurant brand has been taking online bookings using liveRES since January 2012, which saw the launch of the brand’s new website. Online bookings now play a major role in  Chef & Brewer’s advance table bookings across the brand’s 130-plus outlets, while key occasions marketed to customers, such as Valentine’s and Mother’s Day, have seen 20% of all bookings made online this year.

The brand has also dramatically increased its customer database by synchronising online booking data with its CRM system. Following its success with Chef & Brewer, liveRES is now being rolled out to Spirit’s Fayre & Square and Taylor Walker pubs.

Kenny Skelton, Head of Digital for Spirit Pub Company, said:

“Previously, we didn’t offer our guests an online booking facility, which meant they could only book by calling the restaurant directly.

“Increasingly, consumers expect to be able to make restaurant bookings online, and the liveRES system has enabled us to offer that option. Chef & Brewer was named ‘Best Branded Pub Restaurant’ at the MIDAS (Menu Innovation and Development) awards at the start of April, and giving our guests the flexibility to book in the way that best suits them is important in helping us keep our edge over the competition.”

liveRES offers restaurant operators an efficient, cost-effective way to manage online bookings. The solution includes promotional tools to help maximise bookings during quiet periods, as well as e-marketing and promotion management tools.

Julie Featherstone, liveRES Director of Sales, said:

“We’re delighted that Spirit Pub Company is realising the benefits of managing its guest bookings online. More restaurants and dining outlets than ever use incentives to bring guests through their doors, and our advanced solution offers a targeted alternative to ‘spray and pray’ voucher campaigns. With liveRES, operators can fine-tune promotions to off peak periods, whilst operators can increase the productivity of their restaurant, and therefore their profits.”

Online bookings are just another development of Spirit’s digital strategy. The brand websites are being overhauled, with Chef & Brewer’s new site leading the way and each brand is being launched on social media channels Facebook and Twitter.

More information at www.liveRES.co.uk

David Clarke was acknowledged for his role in transforming and re-branding Best Western during his six years as Chief Executive of the UK’s 6^th largest hotel group. Clarke also hit the headlines when he took part in Channel 4’s ‘Undercover Boss’ where he worked in a variety of positions to see how the group was performing.

Commenting on his appointment, David Clarke, said “Procure Wizard is a really exciting company, bringing new thinking to the hospitality sector.

“I was really impressed with the Procure Wizard technology and its potential to transform procurement across the industry, which is still reliant on old-fashioned telephone ordering and invoicing.

“There are, of course, other providers in the market, but Procure Wizard was designed by an hotelier and this is reflected in a number of unique features which have been incorporated, over and above the basic purchasing technology, and these set it apart from other solutions available. I’m looking forward to working with William and his team to establish Procure Wizard as the leading purchasing solution for the industry.”

William Gorol, Founder and Managing Director of Procure Wizard, commented “We are delighted that David Clarke is joining the Procure Wizard team and he will be a great ambassador for the company.  It’s a real coup to get an industry heavyweight like David on board and I’m sure he’ll be a great asset in helping create awareness about Procure Wizard, both within the UK and internationally.”

Procure Wizard is the brainchild of William Gorol, an hotelier with over 20 years experience in the industry, having worked with Scottish Highland Hotels & Macdonald Hotels among others.

He commented: “I understood first hand how difficult and time-consuming it is to keep tabs on what has been ordered & spent, the impact on margins & budgets and accurately reporting on these areas.  I saw the potential for an integrated, online platform which would enable companies to manage and control purchases and purchasers, while also providing comprehensive reporting at the touch of a button.”

Since launching less than two years ago, with no customers or potential leads, Gorol has secured a number of high profile customers including Q Hotels, Barcelo Hotels & Patisserie Valerie.  Procure Wizard is now used in over 150 venues with over 400 suppliers currently trading with their customers.

Mick brings a wealth of experience from both the airline and hospitality industries with a career span of 35 years. An industry veteran, Mick has held a variety of positions in both Revenue Management and Sales, amongst others Director of Revenue Management for the Intercontinental Hotel Group, Senior Director Pricing for Travelport by GTA and most recently Sales Director for EZYield.com. Mick will be based out of the London office and will report to Laurent Chevillon, VP Sales EMEA.

“I have always been a strong believer in the substantial benefits that the best systems can offer to the revenue management process and to the hotel’s profitability. I believe that the EasyRMS products lead the industry in this field, and as such I look forward to representing the company and growing our business in the UK and Ireland markets,” Mick said.

EasyRMS’ Vice President Sales – EMEA, Laurent Chevillon said “I am very pleased to welcome Mick to our EMEA Sales Team. I am certain that Mick’s impressive experience in the area of revenue management and hospitality industry constitute a valuable asset for EasyRMS. With the right people and the right products, we are ready to strengthen our position in the EMEA market.”

For more information on Easy RMS visit their website

The Technology Masterclass series has been extremely well received by the industry, with 100% of previous delegates confirming they would attend another masterclass in the future, so expectations are certainly high.

Aimed exclusively at event professionals, such as agencies, event organisers and PA’s, the masterclass will commence at 8.15am following a delicious hot breakfast served at 7.45am and is completely free to attend.

The much anticipated masterclass will focus on social media optimisation (SMO) and search engine optimisation (SEO) techniques, and will be an invaluable resource for anyone in the events industry looking to boost event bookings and increase awareness against their competitors. With the opportunity to maximise digital marketing knowledge, and gaining insight into practical steps that can be taken to boost online visibility and customer engagement, the masterclass is expected to fill up fast.

Once again, the masterclass has attracted two high-calibre speakers, confirmed as Luke Brynley -Jones, one of the UK’s most experienced and best known social media consultants, and Kelvin Newman, creative director at SiteVisibility and search engine optimisation know-it-all.

The masterclass will draw upon specific case studies from the events industry and will provide a wealth of stimulating ideas, plus all the tools, techniques, and guidance to ensure SMO and SEO efforts can be maximised.

Luke Brynley-Jones, founder and CEO of Our Social Times comments: “This technology masterclass is the perfect opportunity to learn new and creative ways to connect with your target markets. I’m pleased to be sharing my experience and ideas and will ensure that no question goes unanswered!”

Responsible for iTunes most popular internet marketing podcast, Kelvin Newman is passionate about SEO. He comments: “Search is at the centre of how people make decisions online, whether its research or a purchase there’s a good chance a search has been involved at some stage. Any event agency or company that wants to be a success online needs a plan for how they are going to earn a visit when someone makes a search.  So whether they want to promote their services, their events, or to increase the visibility of their company, SEO is the perfect strategy to ensure they are making the most of online.”

The masterclass also doubles up as a great opportunity for event professionals to sample One Wimpole Street’s facilities and catering first hand. The venue will be launching their new ‘Breakfast Bowl’ range at the masterclass, so delegates will be able to enjoy a high protein, high energy, cooked breakfast, guaranteed to kick start the working day.

For further information or to register your free place at the One Wimpole Street Technology Masterclass on 17^th May please click here.

Paul Missen, VP Technology EMEA, looks at Swisscom as a central system integrator and network manager for Mandarin Oriental hotels in the EMEA region. He explains how professionally managed hotel technology contributes to greater service quality and guest satisfaction.

myhotels group engaged long-standing technology and digital marketing partner, Avvio, for a reimagining of myhotels.com, to create a new site that was truly immersive, drawing visitors into the myhotels world and ultimately increasing online conversions. The hotel group, which has three diverse properties – myhotel Bloomsbury, myhotel Chelsea and myhotel Brighton – prides itself on giving guests a personalised hotel experience tailored to the individual.

This strong service ethos has been central to the planning and development behind the site. The new look website emphasises a sense of place for each of the three very distinct hotel destinations, using creative content and stunning imagery and delivering a seamless conversion-led journey from looking to booking.

Imran Hussain, Director of Marketing for myhotels group said, “The revamped myhotels.com site was created to give our guests a real insight into the three hotels and the destinations beyond.  We wanted to create a timeless website that would really engage our audience whilst offering them a view into our world.

The increase in post-launch, booking levels through the new website has demonstrated an immediate business impact, which has been a fantastic start to 2012 and recognition that our website design strategy was the right one to follow.”

The distinctive grid format of the homepage was integral as the first touchpoint for a visitor to the site, given the unique philosophy of the myhotels brand. The concept of a nine box grid was chosen, reflecting nine feng shui bagua icons which symbolise various elements of life or living space – wealth, reputation, love, family and health, travel and helpful acquaintances, career, wisdom, children and creativity.

This enables the site to deliver content and messaging on packages, partnerships, social media and stream video content simultaneously. In addition, new hotel logos were commissioned and were a three dimensional evolution of the previous logos. The logos were designed with the feng shui and bagua themes in mind.

The re-design of myhotels.com presented both myhotels and Avvio’s in-house design agency, Vilasi, with the task of infusing fresh flavour into the group’s online presence and with the additional challenge of delivering a consistent multiplatform experience expected by the modern web user.  New photography was also essential to create an immediate impact and enhance conversion. Through the employment of the latest coding techniques, such as dynamic CSS & jQuery, Vilasi produced a site which creates an interactive and immersive user experience while still conveying the flamboyance and range of choice associated with myhotels group.

Mick Dunne, Head of Design for Vilasi said, “The new myhotels.com website represents a dramatic step forward for both this cutting-edge hotel group and Vilasi’s design philosophy as a whole. Through close collaboration with the team at myhotels, Vilasi was able to achieve a design that truly reflects the individual spirit so unique to this brand. From the initial outline, right through to the development of new techniques for displaying content & the stunning imagery, myhotels.com represents the culmination of a huge effort on the parts of both teams. The result is a site that offers one of the UK’s most distinctive leisure experiences across all varieties of media platforms available.”

Photographers Andrew Bradley and Ashley Morrison were commissioned to create images for the site that conveyed a unique story about each hotel and communicated the distinctive local flavour of each destination. Adopting a less traditional approach, myhotels also commissioned artist Joanna Gilbert to bring the brand to life graphically through fusing abstract representations of the logo, the corporate colours and the services and locations of hotels.

For dynamic content, myhotels group works in partnership with ‘A Hedonist’s Guide to’ and ‘Mr Bright’ both of whom provide myhotels.com with content which celebrates the three unique neighbourhoods and offers visitors tips on what’s hot and happening in each city. Flashes of ‘A Hedonist’s Guide to London’ pink book can be seen in much of the London hotels photography.

A mobile website was also designed to deliver a personalised web experience to both visitors and in-house guests. On entry to the website via mobile channels, users are asked which experience they would like to choose: full website, mobile optimised site or in-house guest site. In-house guests are provided with access to location and hotel specific tips and news, the ability to upgrade their room, check room service menus and learn more about the facilities.

For more information on myhotels and to experience the new website visit www.myhotels.com.

Using SecureTrading’s payment services, Marston’s can manage its web operations in house and monitor reservations more closely, while the system enables customers to take advantage of promotions on a pre-booked basis.

Jemma Milton, Digital Manager at Marston’s Plc, said: “As well as offering full PCI-compliance, it was important for the payment gateway to keep customers on our website to underline our professional service and brand. Thanks to SecureTrading, we can now measure occupancy rates as a result of our stronger value driven offers.”

Marston’s had previously used third party websites to process payments but SecureTrading’s system integrates fully with the existing website, ensuring customers stay in contact with the brand throughout the secure payment transaction and take advantage of offers such as discounts on meals. SecureTrading’s enhanced payment gateway enables Marston’s to react to customer ‘no-shows’ more promptly and operate efficiently.

Tim Allitt, Head of Sales and Marketing at SecureTrading, comments: “Marston’s has an impressive pedigree and we are delighted to provide its payment gateway. Our secure system enables Marston’s to get closer to its customers and analyse reservation data.”

A recent trading statement reported that Marston’s had enjoyed a like-for-like sales increase in the 23 weeks to 10th March of 3.5%.