2013 frla marketing summit presentation- social & online recipe book
DESCRIPTION
Seminar presentation from July 2013 FRLA Marketing & Operations Summit- Socail & Online Marketing Recipe Book for SuccessTRANSCRIPT
Social & Online Marketing Recipe Book for Success
Joe GabrielFishbowl
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?
