2011 ihmrs presentation: managing your online marketing
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Managing Your Online
& Social Media Marketing
Tuesday, November 15, 2011
Agenda
• Marketing’s Evolution
• Online landscape
• Claiming your Online Presence
• Where do I start?
• Managing My Online Marketing
• What should I be doing?
• How do I do it?
• Who should do it?
• How do I keep score?
• Q&A
Marketing’s Evolution…
Traditional Marketing
– Telemarketing
– Direct mail – Print ads
– TV Commercials – Radio Ads
– SPAM
Online Marketing
–SEO / SEM
–Permission based Email –Social Media
–RSS Feeds –Review sites & Directories
–Mobile Interaction
Consumer Trends
US
consumers
now spend
more hours
online than
watching TV
or any other
leisure
activity
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.
• 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
• Both Chain and Independent Operators plan to increase social
media activity and spending in 2011 and beyond.
Confusing Landscape…where do I start?
sm3 Recipe Book
1. Claim your online presence
2. Manage your online presence
3. Build your Email, Facebook, Twitter audience base
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Plan on 4-5 hours a week initially, 2-3 hours a week later on
Claim Your Online Sites
Verify content and info
One Stop Solutions
sm3 Recipe Book
1. Claim your online presence
2. Manage your online presence
3. Build your Email, Facebook, Twitter audience base
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Plan on 4-5 hours a week initially, 2-3 hours a week later on
Set Up Email Account
Launch on Twitter
Single Log-In Management Tools
Hootsuite Dashboard
sm3 Recipe Book
1. Claim your social media sites
2. Manage your online presence
3. Build your Email, Facebook, Twitter audience
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Plan on 4-5 hours a week initially, 2-3 hours a week later on
60% of fans and 79% of followers are more likely to recommend a brand they fan and follow.
51% of fans and 67% of followers are more likely to buy from the brands they fan and follow.
Chadwick Martin Bailey and Imoderate Research Technologies ,2010
600 Million Active Worldwide Facebook users 20 million people “like” a brand each day!
Social Media = Loyal Guests
• 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
Building your Facebook Audience
• Make it easy to find
your page
• Reward for “Likes”
(drives viral)
• Check-in deals
(drives viral)
• Write engaging
posts (drives Likes
and comments)
• 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 Likes
RESULTS
• 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 retweet
their posts
• Create Twitter only offers
• Keep Tweeting! (3-5 per day) to keep high rankings
• List size goals-50% of Facebook fan count
Building your Twitter Audience
sm3 Recipe Book
1. Claim your online presence
2. Manage your online presence
3. Build your Email, Facebook, Twitter audience
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Plan on 4-5 hours a week initially, 2-3 hours a week later on
Social= Viral = Word of Mouth
•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 year 3-4 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
Case Study
Email plus Social: Customer Appreciation Promo
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 POOCH
Stop 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 Case Study
Grew sales on usually “Lost” Days
Due to inclimate weather by engaging
Guests on Twitter. Gained regional exposure
On local TV and print- priceless
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.
Case Study: Bun-ny Hunt
Results:
Locate the hidden QR code in-store
And scan for a FREE surprise.
Objectives:
Open Rate: 36%
Click Thru Rate: 11%
+5.7% Incremental Comp Sales Growth (over 4 day promotion)
sm3 Recipe Book
1. Claim your online presence
2. Manage your online presence
3. Build your Email, Facebook, Twitter audience
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Plan on 4-5 hours a week initially, 2-3 hours a week later on
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
Mashable.com: Articles; Helpful Tips; Updates; Trends
Available Resources:
Insights & Analytics
Use FREE resources available to you to measure & track digital media campaigns.
• 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
√ 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.
How To Manage Your Online Marketing Program
Questions?
Thank You!
Joe Gabriel
Fishbowl
jgabriel@fishbowl.com
twitter/fishbowljoe
facebook/fishbowljoe
www.fishbowl.com/newjersey
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