2012 ohio show (napics) seminar claiming & managing your online marketing
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Claiming and Managing Your Online Presence
Joe GabrielFishbowl
Agenda
Back to The Future Online landscape Claiming your Online
Presence Where do I start? Managing My Online
Marketing Building a multi-channel
database
How to use the database (loyalty, brand, community events)
The importance listening - How Do I Keep Score How to manage it all Q&A
Marketing’s Evolution…
What We Did• Telemarketing• Direct mail• Print ads• TV Commercials• Radio Ads• SPAM
What We Do• SEO / SEM• Permission based
Email• Social Media• RSS Feeds• Review sites &
Directories• Mobile Interaction
Restaurant Survey Findings
• The vast majority of restaurants are already using Facebook for marketing purposes –87% of chains and 79% of independents.
• Twitter has significantly less traction than Facebook. Further, it is embraced by chains more so than Independents.
• Both Chain and Independent Operators plan to increase social media activity and spending in 2011 and beyond.
• Social media monitoring and reputation management is a key initiative for restaurants in 2011.
• Responding directly to guests and acquiring email addresses are the two leading objectives for Facebook marketing
Recipe Book
• Claim your online presence• Manage your online presence• Build your Email, Facebook,
Twitter audience base • Plan and execute your
daily/weekly/monthly marketing
• Listen and Respond to your guests
• Prepare monthly report card
Plan on 4-5 hours a week initially, 2-3 hours a week later on
Recipe Book
• Claim your online presence• Manage your online presence• Build your Email, Facebook,
Twitter audience base • Plan and execute your
daily/weekly/monthly marketing
• Listen and Respond to your guests
• Prepare monthly report card
Question?
What is the one thing you need to…
– Make an online reservation?– Set up a Facebook,
Foursquare or Twitter account?
– Write a review on Yelp?– Place an online order?
Recipe Book
• Claim your online presence• Manage your online presence• Build your Email, Facebook,
Twitter audience base • Plan and execute your
daily/weekly/monthly marketing
• Listen and Respond to your guests
• Prepare monthly report card
• In Store• Paper Sign Up Slips• Staff Engagement & Incentives• POP• To-Go Bags• Window Clings• Placemats• Staff Buttons
• Online • Website Join Form• Social Media Sites• Contests/Sweepstakes• Forward to a Friend• Online Reservations & Ordering
• Other Sources• Public & Charity Events• Mobile Phone
Build Your Email List
Not just side-work
• Engaging your staff is the most important component of building your list in-house.
• Discuss with your FOH staff that building your email list is an investment in the growth of your restaurant.
• Share results of successful campaigns
• Offer incentives to your employees to encourage list growth
Building your Facebook Audience
• Make it easy to find your page
• Reward for “Likes” • Check-in deals • Write engaging
posts • 90 day goal: 500
new fans (2000 at one year)
Challenge: create new Facebook page and build fans for a small town bar & grill … promoted via:
Email campaign to list of ~1,000 members
QR code on table tents Offer: free soft serve ice
cream cone for new LikesRESULTS 600 likes in under 3
months Owner excited to jump
ahead of local competitors
Facebook: 0 to 600 in 3 months!
• Promote your Twitter page on Facebook• Identify local notables, follow then and re-
tweet their posts• Create Twitter only offers• Use Hash Tags (#) often• Keep Tweeting! (3-5 per day) to keep high
rankings• List size goals-50% of Facebook fan count
Building your Twitter Audience
Recipe Book
• Claim your online presence• Manage your online presence• Build your Email, Facebook,
Twitter audience base • Plan and execute your
daily/weekly/monthly marketing
• Listen and Respond to your guests
• Prepare monthly report card
New Media
Marketing
Mobile Devices
Social MediaEmail
Is email really Social?
How are people sharing?
Word of Mouth in Warp Speed
• How’s this for a tax deduction---take $10.40 off your check, April 15th only! Alcohol & gratuity not incl, min purchase of $20 required. One-time offer. Mention you read this on Facebook!
• Tax day fatigue? Come in 4/15 for $10.40 off a check of $20 or more. Restrictions apply. Just show your Tweet to your server!
Tweet
• Customer "checks" in with your restaurant, finds out about promotion and this is broadcast to their social network (Facebook, Twitter) which in turn advertises your venue to his or her friends, gaining exposure to even more people.
Foursquare
Elements of a successful program
Mix of 3 elements: Brand, Community, Loyalty
18-24 Emails per year3-4 Loyalty Based
5-7 Facebook posts per week
10-20 Twitter posts per week
80% Content and engagement 20% promotion
Birthday Promo• 13,563 members in database• No-strings attached Birthday
Gift• 40% redemption rates
(versus 8-12% Fishbowl average)
• Results: $200,000 in directly attributable sales
• …plus great goodwill and lots of new diners
Loyalty Case Study
Email plus Social: Customer Appreciation Promo
CASE STUDY
overwood (wood-fired american kitchen) Father’s day at Overwood offers Dad a classic gift (we’re not telling) along with a $5 gift Certificate for his next visit! Kids---take our “Dad census” and win a free dessert…Special Father’s Day menu available all day!
ROI:Sales up $1,546 (17%) Cost of $83 (+ Old Spice)Plus bouncebacks…
Off Beat is Good
SMOOCH YOUR POOCHStop in any Wednesday in April with your dog to get a free large cheese pizza.No Dog? Bring your significant other pet* You may be required to kiss that animal on the lips to prove that significant other pet is really yours.
Twitter: Engage followers via contest
Challenge: generate interest and traffic early in the week
• Trivia contest via Twitter – art themed, consistent with restaurant concept
• Cross-promoted on Facebook• One of the correct answers picked to
win #FreeSangria for their entire party
RESULTS• Increase in Twitter followers,
engagement on Facebook• Contest winners redeeming offer
bring in up to $200 in additional revenue
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Open Rate: 36% Click Thru Rate: 11% +5.7% Incremental Comp Sales Growth (over 4 day promotion)
To drive traffic (increase frequency) to locations. To increase awareness and draw attention to our
Community Wall. To provide an innovative and fun way for our
guests to interact with the Which Wich brand.
Cross Channel Promotion
Results:
Locate the hidden QR code in-store And scan for a FREE surprise.
Objectives:
Recipe Book
• Claim your online presence• Manage your online presence• Build your Email, Facebook,
Twitter audience base • Plan and execute your
daily/weekly/monthly marketing
• Listen and Respond to your guests
• Prepare monthly report card
You NOW Have to Listen
Consumers weigh not only online reviews, but online engagement by the restaurant when
deciding to frequent a restaurant for the first
time.
Source- Conversocial 2011
SM Monitoring
Recipe Book
• Claim your online presence• Manage your online presence• Build your Email, Facebook,
Twitter audience base • Plan and execute your
daily/weekly/monthly marketing
• Listen and Respond to your guests
• Prepare monthly report card
Google Analytics: Traffic; Impact from Digital Promotions; Referral Sites Facebook Insights: Likes; Post Views, Post Feedback You Tube Insights: Views, Demographics, Referral Sites Email Testing & Reporting: Open Rates, Click Through, Tiered Messaging, Subject
Line Cell Testing, Days of Week Mashable.com: Articles; Helpful Tips; Updates; Trends
Available Resources:
Tracking Resources
Use FREE resources available to you to measure & track digital media campaigns.
Recipe Book• Claim your online presence• Manage your online presence• Build your Email, Facebook,
Twitter audience base • Plan and execute your
daily/weekly/monthly marketing• Listen and Respond to your
guests• Prepare monthly report card• Extra Tidbit- How to Manage it
all
• Claim your online sites- Google, Foursquare, Yelp, Bing, etc.• Set up your email account & Social Media Pages (Facebook, Twitter)• Start with an “Inventory” of current activities to promote• Build an “Ideas” file of new things to try • Once Launched, set aside 2-3 hours every week to work on your guest
marketing (4-5 hours a week to start)√ Plan for 1 to 2 email promotions per month√ Engage guests on Facebook, Twitter, Foursquare√ Respond to guest comments (monitor review sites)√ Track results, communicate to staff
• Can’t find the time? Hire someone. It’s worth it. * $54,120 / 78 hours = $693 an hour!
How To Manage Your Online Marketing Program
Closing Thoughts…
Do…• Get started• Make time• Involve staff• Keep score
Don’t be…• Intrusive• Slapdash• Cheap• Boring
