Let’s Get Digital!

Homer “Homerun” Nievera

Maximizing Digital Marketing for Your Restaurant Business

What you will learn…

• Key digital technologies that should be used to launch a digital marketing campaign.

• Simple social media techniques that you can use now.

Do you have online presence?

Website?Blog?

Facebook Page?

Twitter Account?Multiply Store?

8 Marketing Technologies that Affect Customer

Restaurant Choices

Tech #1: Website

• First line of offense

• The “Face” of the establishment

• Directions, menu, promos, etc.

Tech #2: Social Media

• User-generated content – buzz around the net

• Customers rely on what others say rather than biased ads

• Word-of-Mouth: Facebook, Twitter

Tech #3: Review Sites/Blogs

• Online “Review Card”

• May be blogs from food bloggers

• Yelp.com

Tech #4: Wi-Fi Availability

• Brings more people in the door, though not necessarily ups revenues

• Availability of free Wi-Fi affects venue choice for 64%* of customers

• Make sure: get password from cashier

*In-Stat, September 2010

Tech #5: Online Ordering

• For those that offer carry-out or delivery: order accuracy

• Best way to create a database

Tech #6: Online Reservations

• Offers convenience: Online/Mobile

• Accuracy of orders

Tech #7: Mobile App/s

• An “App” for everything: reservations, finding restaurants, counting calories, ordering online or choosing the right wine for a meal, etc.

• Speed and convenience is key today

• 20%* Smartphone penetration in PH

*Acer study, 2011

Tech #8: Geo-Location Services

• “Check-in” [Facebook, Foursquare]

• Friends can make plans/Meet-up

• Viral branding

A QUICK LOOK AT SOCIAL MEDIA

BlogsFacebook Page

Twitter Account

BLOGGING STRATEGY 101

Strat #1: Familiarize yourself with blogging and consumer-generated media• Many novice bloggers confuse

corporate blogging with PR and advertising [non-promotional]

• Blogging culture is about real people sharing their personal experiences and insights, and engaging others in thoughtful conversation.

Strat #2: Determine whether a blog is right for your company• Conduct an assessment of your

restaurant's goals and PR strategy

• Will a blog help you meet your marketing goals? - Higher SEO rankings,- More press coverage - Demonstrating leadership and innovation in your industry

Strat #3: Develop a content strategy• Overall PR and SEO strategies and

your business goals.

• Your objective is to develop content that draws an audience.

• Build your brand, demonstrating expertise in your field and highlighting innovations initiated by your company

Strat #4: Identify the best person to write your blog• In-house or Outsource?

• A voice that your customers will trust and relate to

• Personality and writing ability

Strat #5: Choose an appropriate publishing platform• In-house or Outsourced?

• Integrated in your current website?

• Use: Blogger, Wordpress, etc.

Strat #6: Optimize your blog content for search engines• Conduct keyword research to identify

your top phrases

• Emphasize your top terms within each post's title, body, categories and tag

Strat #7: Initiate an honest conversation with your audience• Dialogue and interaction are

fundamental to successful blogging

• Studies indicate that customers often ignore advertising, but increasingly rely on word-of-mouth recommendations for making purchasing decisions.

Strat #8: Monitor the blogosphere for relevant news and ideas• Connect with other thought leaders in

the blogosphere

• Bringing relevant content to a conversation and demonstrating authority on relevant subject matter raises a blogger's credibility and notoriety.

Strat #9: Write often, stay focused, and include relevant links to increase readership

• Research indicates that publishing frequency influences blog traffic

• Post more frequently and you will garner more readers

• Use RSS feeds

Strat #10: Set a blogging policy and blogging guidelines• Setting rules and expectations will

help you avoid bad publicity and protect your credibility.

• Taking the time to think about every post before you publish will save you embarrassment and public criticism.

*Source: http://www.scoutblogging.com/blogs101.html

5 Reasons Why You Should Be on

And why it’s beyond the “Likes”

Reason #1: Facebook fans become restaurant customers• The most obvious reason why use

Facebook

• Educate >> Inform >> Market >> Customers

• 51%* of consumers said they are more likely to buy a product since becoming a fan on Facebook

*Constant Contact and research firm Chadwick Martin Bailey

Reason #2: Online consumers will talk you up• An average Facebook user has 130

friends and likes 80 pages

• 56%* of consumers say that they are more likely to recommend a brand after becoming a fan (“Like”)

• Each week on Facebook more than 3.5 billion pieces of content are shared

*Constant Contact and research firm Chadwick Martin Bailey

Reason #3: Your coupons or deals reach a wider audience• Offer a digital coupon for a free food

or beverage item when someone “Likes” your Facebook page.

• Study* shows that 57% of consumers become fans of brands or businesses for this reason.

*Constant Contact and research firm Chadwick Martin Bailey

Reason #4: People want to know you better• Be transparent: the “Face” beyond the

Brand.- Photo of the chef with famous

dessert- Try new cocktail, get their feedback

• Types of offers that can make customers feel more personally connected to your brand.

Reason #5: Better results from marketing • Localized FB tools

- Sponsored and Like Ads- Create, Test, Know Performance

• Age, gender, location, interests

177 Shares

179 Comments2,788 Likes

“Put onions…”

“Put chili…”

“[Sandwiches] do not look like this [pic]…”

“No Wendy’s near my place…”

13 Best Practices

for Your Restaurant

Best Practice #1: Be Transparent

• Don’t delete negative comments, unless they were “below-the-belt”

• Remember, each FB member has an average of 130 friends

Best Practice #2: Respond

• Respond in a timely manner

• Be engaged

Best Practice #3: Educate Your Fans

• How-to’s

• A way to showcase your food and how it’s prepared, etc.

Best Practice #4: Show Off Your Goods

• Who takes photos of their food and share it on their FB or Instagram?

• Be appetizing. Be artful.

Best Practice #5: Don’t Just Sell — Be Interesting

• You don’t have to do the hard sell on Facebook.

• You may integrate videos to your posts.

Best Practice #6: Share Your Press

• You’ve worked hard to get good reviews and spur people to write blog posts about your food. Go ahead and share it with the world.

Best Practice #7: Flaunt Your Social and Digital Savvy

• A small percentage of restaurants are on social platforms and seeing success.

• Let them know you are where they are.

Best Practice #8: Be Consistent Online and Offline

• Whatever you say online, should be the same offline when they go to any branch.

• Get a professional person or team to handle your FB account. It could be YOU.

Best Practice #9: Don’t Give Away Too Much

• One-time deals or promos are ok to increase Likes, but there’s a limit.

• Experiment with different times and codes to discover when people are more inclined to be driven to your store by social media.

Best Practice #10: Be Charming

• Be human. Let them know there’s someone genuine behind the page.

Best Practice #11: Respect and Appreciate Your Team

• Involve the team

• Any negative comments about your team may be taken out. Just let your customer know this and why.

Best Practice #12: Target Consumers With Facebook Ads

• In the U.S., you can target using Zip Codes

• In PH, age, gender, location and interests are ok

Best Practice #13: Facebook Is Not Twitter

• Twitter followers don’t normally want you to lead them to FB. They are separate.

• You tend to take away the incentive to have 2 separate followers.

9 Sure-Fire Ways to Increase Twitter Followers

#1: Send traffic to your Twitter profile• Twitter is a microblog.

• Insert your blog’s link here and there in the form of comments on other blogs, by inserting your link to high page rank websites.

#2: Use ‘Tweet This’ button

• It’s simple viral article marketing.

#3: First impression is the last impression

• Treat each tweet as if you have new

• If you are tweeting anything like what you ate today or you are going to party today then try to write at least one nice tweet for your new visitors.

#4: Have a custom background

• Professional looking backgrounds attract lot of visitors. This will show that you are a professional and chances are there, a visitor to your profile may turn into your follower.

#5: Follow and UnFollow regularly

• Follow people you target for your restaurant.

• Follow those who follow you. Unfollow those who don’t.

#6: Bloggers must follow their niche

• If you have a blog, follow those with the same niche.

• Your profile shall be able to display tweets that matter to your niche.

#7: Tweet less than 140 characters

• Tweets should be less than 140 characters.

• They can easily ReTweet your tweet. Because some one will retweet your tweet then “RT” will be added in your tweet.

#8: Conduct Twitter contests• On your blog you may conduct a twitter

contest to follow your profile.

• You should give attractive prizes to attract lot of visitors.

• If they will like your contest then they will definitely follow and retweet your profile.

#9: Participate in contests

• Twitter contests are easy way to win goodies and people like to participate in them.

• Not only, do you get a chance to get promoted on a site but also get some quality followers.

• All the groups of people who are into the contest may be willing to follow you.

Hoteliers’ Guide to Social Media

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I never dreamed of success.I worked

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