2013 frla marketing summit presentation- social & online recipe book

Social & Online Marketing Recipe Book for Success

Joe GabrielFishbowl

Copy of PresentationJoe Gabriel

jgabriel@fishbowl.comwww.fishbowl.com/florida

Twitter/@fishbowljoeFacebook/@fishbowljoe

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 2012 and beyond.

• Social media monitoring and reputation management is a key initiative for restaurants in 2013.

• Responding directly to guests and acquiring email addresses are the two leading objectives for Facebook marketing

Confusing Landscape…where do I start?

Recipe Book for Success Claim & Manage your

online presence Build your Email, Facebook,

Twitter audience base Plan and execute your online

engagement Listen and Respond to your

guests Prepare monthly report card

Plan on 4-5 hours a week to get started, 2-3 hours a week to maintain

Claim Your Online Presence

What does your potential guests see?

One Stop Solutions

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?

An Email Address!

Set Up Social Media Accounts

Pictures & Video Accounts Too

Optimize your Cover Photo’s

First Impression Create overall Brand

Awareness Promote Events &

Specials

Recipe Book for Success Claim & Manage your online

presence Build your Email,

Facebook, Twitter audience base

Plan and execute your online engagement

Listen and Respond to your guests

Prepare monthly report card

• In Store• Paper Sign Up Slips• Staff Engagement & Incentives• POP• To-Go Bags• QR Codes• 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

Building your Facebook Audience

Make it easy to find your page

Reward for “Likes” Tie special

incentives to Facebook joins

Write engaging & creative posts

Add e-club join to Facebook Timeline

90 day goal: 500 new fans (2000 at one year)

Promote your Twitter page on Facebook Identify local notables, follow then and re-

tweet their posts Create Twitter only offers Use Hashtags (#) often Keep Tweeting! (3-5 per day) to keep high

rankings List size goals-50% of Facebook fan count Encourage Re-tweeting about eClub join

Building your Twitter Audience

Utilizing Pinterest to gain followers

Pin images to promote Welcome and Birthday offers (link to e-club join page)

Pin often Connect your account with

Facebook and Twitter Variety is the spice of life!

Goal: Increase Facebook Likes & Email Subscribers

Case Study : Cross promote to grow

Promoted Chicken Parm Dinner to go Contest for new Facebook Likes & Email Subscribers

Promoted via Facebook ads, In-store, Foursquare & Twitter

Saw 1000% increase in email subscribers, & 350% increase in Facebook Likes in 3 weeks

Goal: Grow Guest Marketing List prior to store opening

Case Study : Pre Open List Building

Promoted “VIP” Pre-opening sweepstakes and offers to grow email list & Facebook Likes

Used in Restaurant signage, Live Facebook chat & Twitter to gain momentum

Gained 750 pre-open Facebook Likes and over 250 email subscribers

Recipe Book for Success Claim & Manage your online

presence Build your Email, Facebook,

Twitter audience base Plan and execute your

online engagement Listen and Respond to your

guests Prepare monthly report card

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

LOYALTY RULES

Belated Birthday Birthday Member An-niversary

Welcome LSM Postcards Overall Open Rate

Series1 0.690874921626274

0.472418913342957

0.343597692747268

0.57253410017961

0.214769894586029

0.250692980559494

0.2274

5.00%

15.00%

25.00%

35.00%

45.00%

55.00%

65.00%

Restaurant Email Campaign Open Rates 2012Source: Fishbowl Client Study 2012

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

Remove the Strings

Case Study

WELCOME GIFTFree Menu ItemAVG Cost of Gift

$9.5057 % Open Rate12K Member ListAVG Check- $55

Content is KEY

Post, Tweet & Email with a purpose

Promote Events, Guest Experiences, Newsworthy items

Use Humor- Have Fun DON’T BE BORING

Involve your Guests & Staff

Create excitement about your brand

Include staff in the fun Give credit when using

other people’s pictures

Encourage Feedback…

Provide “Like this” opportunities

Let the Fans give input Be Responsive

Recipe Book for Success Claim & Manage your online

presence Build your Email, Facebook,

Twitter audience base Plan and execute your online

engagement Listen and Respond to your

guests Prepare monthly report card

Social Media Consumer Interaction

Source: Beyond

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 2012

Reputation Tracking

Recipe Book for Success Claim & Manage your online

presence Build your Email, Facebook,

Twitter audience base Plan and execute your online

engagement Listen and Respond to your

guests Prepare monthly report

card

Sidework Marketing

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 RSMI- Restaurant Social Media Index

Available Resources

Tracking Resources Use FREE resources available to you to measure & track digital media campaigns

Recipe Book for Success Claim & Manage your online

presence Build your Email, Facebook,

Twitter audience base Plan and execute your online

engagement 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,etc.√ Respond to guest comments (monitor review sites)√ Track results, communicate to staff

• Can’t find the time? Hire someone. It’s worth it.

Recap

Questions?

Joe GabrielFishbowl

jgabriel@fishbowl.comwww.fishbowl.com/nraTwitter/@fishbowljoe

Facebook/@fishbowljoe

THANK YOU!