ORA Restaurant Education Series Social Media Summit

WELCOME! Restaurant Social Media Summit:

Tips to Getting and Keeping More Customers

Nov. 5, 2012 9:30 a.m. – 1:00 p.m.

Welcome and Introductions Speakers ORA Strategic Partners ORA Staff

Agenda Lunch Format and Raffle Prizes Folder Contents Attendee Networking List

Housekeeping

ORA Social Media Summit

45 Marketing Tips in 45 Minutes

Presented by:

Jaime Oikle, Running Restaurants.com

ORA Social Media Summit

45 Online Marketing Tips for Restaurants...

Jaime Oikle-- RestaurantWebGuy.com-- RunningRestaurants.com

#1) Prioritizing: Online Marketing Pyramid

Web

SiteEmail Marketing

Text Messaging

Facebook Claim Listings

Mobile Site BloggingTwitter

YouTubeLinkedIn

Location Apps QR codes Social other…Mobile other…

Imp

ort

an

ce

1

2

3

#2) Review Your Website…On a desktop…With different browsers…Laptop…iPad…Smartphone…From Google (places)From Yelp/UrbanspoonFoursquare/CitysearchAnd more…

#3) Have Contact Info on Home & All…

#4) Have Great Photos…

#5) Highlight Your People…

…and look for more great people…

#6) Make Money From Transactions…EventsReservationsOnline OrderingMerchandiseGift Certificates

#7) Make Money From Events/Parties/Catering

#8) Menu Importance on Website

1. A top thing looked at2. Should be done in HTML3. Not with images / flash4. PDF as a backup5. PDF have link back to

site6. Easy to update (CMS)

GET FLASH…

Their main brunch menu page

Menus and Content…

#9) SEO TIPS…Good SEO = top positioning =

increased exposureHave good Page TitlesKeyword usageKeep content freshHave menu in text/htmlDon’t use flashAdd content (more pages)

BlogEmail archiveCoupons / SpecialsChefs / People / Awards

Claim your listings

Page Titles for SEO…

Restaurant nameCity / StateCuisineKeywordsAll pages!

#10) Getting Traffic to Your Site…

In storeMenuHost StandPost CardCheck PresenterBusiness CardsTable Tentsetc.

Email newsletterSocial mediaSEOCross linksGoogle ad wordsFacebook adsClaim listings Have contentKeep at it…

#11) Use Google Analytics…

#12) Types of Email Messages…Brand & Community (12-18)

MarketingContentEventsCharity

Loyalty (2-3)Welcome, birthday, anniversary

Surprise (1-2)Black Friday GC offer…

18 – 24 per year (1-2 per month)

#13) Elements of an Email…Subject LineRestaurant logoBranding

(consistent)Great photo(s)Headline & TaglineBody textReason why bulletsOffer(s)Call to action(s)Content

Event infoSpecialsA “hook”A deadlineEasy to transactTimelyFull contact infoVarious website

linksReservation link…Social media links

Subject Line: “November at Fleming's - An Early Holiday Gift for You” (sent 11/1)

Quick Links & Nav links

Nice Main Offer and Photo

Gift Card OfferContent: Steak & Wine

#14) Email Format Ideas…

#15) Restaurants & Birthdays

Everyone has one!Everyone loves theirs!1-2 or more b-day

meals!Send great offer!

Don’t be stingy…Try no strings…

High redemption rateBring others with them!!Celebratory event!Try to uncover b-days!

#16) Calendar Events & Email

Email Subject Line: “REMINDER: Make Your Father's Day & Graduation Reservations Early”

Top of mind awareness!

#17) Promoting @ The Weather

Let them know you’re open!

Show your toughness!

Show there for community!

Charity tie-insBe ready for big

storms…

Promoting @ The Weather

#18) Email Math…

2000 list @ $302 msg/mo = 4000

msg $30/4000 =

$.007525% = 1000 opens1000 opens at

$.03/ea1000 opens = 30

customer groups…Do the math…

#19) Text vs. Paper… Paper coupons have a life of less than 4

days

Mobile coupons have a life of 21 days

98% of Text messages are read

Average text message is read in 4 minutes

Paper coupons have less than 1%

redemption rate.

Mobile Coupons have a 10% to 30%

redemption rate

Forwarding = viral marketing

Text Case Study: El Chico Cafe1st PromotionBuy 1 entrée get 2nd

half price & 2 for 1 Margaritas

487 people in Database

5.3% Redemption in 1st 4 hrs

19.7% Redemption in 7 days

$2,592Revenue$94.50 Investment2,742% ROI

#20) How to List Build…Staff Table tent / placemats

Menu / check presenter

Bowl / Box / Paper slips

POS receiptsLoyalty ProgramsQR codeWebsite & OnlineE-data..Events & Community

#21) What to Talk About…ICEE (Inspire, Connect,

Entertain, Educate)Go ‘Behind the Scenes’Photos & VideosEvents…New menu items…Promotions…Sweepstakes / ContestRestaurant news…

Kid stuff…Holiday &

seasonal…Sports…GC’s &

merchandise…Catering & Takeout…Party Planning…And more…

#22) Get a Great Cover Photo on FB

Big!ChangeableNo URL’sNo calls to actionNo contact info

Cover Photos…

#23) Pin & Highlight Content on FB

Highlighted Content…

#24) Post Photos on Facebook…

Photo Content…

#25) Claim Your Listings on Review Sites

You’re already there

Take control…Web &

mobile…Decisions

being made!Monitor…

Claim Your Listings: where to go…

Google Places: http:// www.google.com/placesBing Maps: http:// www.bingbusinessportal.comYahoo Local: http:// listings.local.yahoo.comYelp: http://biz.yelp.com/signupUrbanspoon: click “Is this your restaurant”Tripadvisor: click “update business details”Citysearch: http://www.citygridmedia.com/advertise-

locally/Foursquare: https://foursquare.com/business

#26) Know that Mobile is Kicking A**50.4% smartphones in US (Nielsen 3/12)81% browse the Internet77% search68% use an app48% use it to get coupons and vouchers95% use smart phone to look for local information

like pizza places, movie show times77% have contacted a business, with 61% calling

and 59% visiting the local business74% make a purchase based on a smart phone

search.88% use browsed information to take a decision

on the same day.Yet 72% of website owners don’t have a mobile

optimized website.

#27) Get a Mobile Site

Home Page via Mobile

Mobile Optimized…

#28) Mobile Site Elements…

Name & logoLocation (addr, city, state, zip)Hours / Map / DirectionEmail & social linksMenuEventsCoupons/SpecialsReservations, Ordering, GC’sOther…

#29) Know Key Mobile Sites/Apps…

Yelp Search…

Foursquare…

Urbanspoon App…

#30) Try Some Mobile Ads…

“It's not too late to be early with mobile advertising”

#31) Do Takeout? Do Mobile Ordering…

#32) Use QR codes on…Table

tents/posters…Menus…Doors/signage…Print Ads…Postcard…Menu presenterBusiness cardsReceipts…

#33) Link QR codes to…Daily specialsMenusDrinksOrder pagesReservationsNutritional infoEmail or text joinEventsOffers / CouponsVideos / photosSurvey & more…

#34) Think About Getting an App

Icon!NotificationsBetter experienceSelf-containedFasterOrderingPull vs. top of mind

#35) Growing Your Twitter Followers…

Ensure Readiness… Website/Email/

FacebookSignage/Table Tents,

etc.Follow…Good PostsRetweet / Reply…Tweetup…Be active & take part

#36) Do a Tweetup…Twitter users eventMeet at restaurantPost text and

photos#hashtagBuzzLarge awarenessFun!

Tweet Case Study: CRAVE

Tweetup: The Results…

#37) Use Tools Like Tweetdeck…

#38) Reasons for Video…

The I’s…ImmersiveImpactfulInexpensiveImmediacy

Sharing & ViralEmbed & cross post

#39) Video Tips…

ShortMovingInformativeEntertainingFocusedBranded

What to do with Video…

Kitchen scene & menuWine & BeerMixologistPrivate Party spaceCatering / ClassesEvents… Customers…Community…

Video Examples…Link: http://www.theram.com/beer.html

Video Examples…Link: http://www.bourbonny.com

#40) Blogging for Restaurants

Deeper connection

Tell a storyPersonality

#41) Get on LinkedIn…

Business professionals “Facebook for businesses”

Skews male / older / higher incomeNetworkingConnectionJob Hunting & RecruitingDoing Business!

What to do on LinkedIn…

Complete a good profileBuild your networkJoin & participate in groupsPost updatesParticipate in “Answers”Create Company Page

LinkedIn: Profile…

Full name & photoHeadline (title)Work ExperienceSchoolsWebsite linksGet customized

URLRecommendationsConnect TwitterPublically Available

#42) Location Based Sites

“Check-ins”MobileSmart phonesGPSGameIncentives

#43) Start Playing With Pinterest…Virtual pinboardsSocial sharing: pin,

repin, like, comment, follow

Top 20 site (1.36 MM/day)

68% female 28% $100k+15.8 min/day (FB 12.1

Pinterest: Restaurants to check out…

http://pinterest.com/unclemaddioshttp://pinterest.com/redmangohttp://pinterest.com/tendergreenshttp://pinterest.com/newkscafehttp://pinterest.com/

LevyRestaurantshttp://pinterest.com/swifty711/

#44) Instagram for Restaurants…Mobile AppPhoto filtersGreat retro images!Encourage

customers to post with #hashtags

Like / Comment / Share / Follow

#45) Finding Time For It All…Website: 30 minEmail: 1 hourText:15 minFacebook: 1 hourListings: 1 hourTwitter: 30-60 min

YouTube: 30 min

LinkedIn: 15-20 minBlogging: 30-60 minMobile: 15 minLocation: 20 minApps: 15-20 minQR: 10 minOther: 15-30 minTotal: @ 8 hours (10-

12)

“Successful Online Marketing for Restaurants”

6 sessions + mini classesWebsitesFacebookTwitter, YouTube LinkedIn & BloggingEmail & Text Message Marketing, plus List Building

Mobile, Apps, QR, LocationRecap & Integration

jaime@runningrestaurants.com

Email for slides…

Jaime OikleEmail:

jaime@runningrestaurants.com

How to Reap the Benefits of Positive

Word of Mouth with Yelp

Presented by:

Christina Christian, Yelp

ORA Social Media Summit

Page

88

1. What is Yelp?

2. How can I optimize my presence on Yelp and attract new customers?

3. What is the best approach when responding to reviews, good

and bad?

4. What’s the Secret to a Strong Reputation on Yelp?

Growing Your Business - Marketing Initiatives

Growing Your Business - Marketing Initiatives

Why Yelp Exists

To connect people with great local businesses.

Yelp Confidential

Yelp is“Transactiona

l” Social Media

What is Yelp?

What makes Yelp different?

Yelp isn’t a bulletin board or drive-by review site

Since Day 1, our focus has always been on creating a community of Yelp Users

Quality Control: Why Some Reviews Come Down

All businesses are equal in this regard.(Advertisers & non-advertisers treated equally; filtered reviews

viewable.)

Keeping Our Content Useful For Consumers

“Yelp runs its reviews through an anti-fraud filter, with impressive results; every fake review the Texan bought was flagged by Yelp’s algorithms, though his fraudulent reviews remain up on the seven other sites.”

Yelp by the Numbers

$864

Consumers on Yelp are Affluent, Educated Adults

(Writer Data Source: Yelp Signups; Reader Data Source: Quantcast.com, November 2011)

• 53% of Yelp Users are 35+

• 64% of Yelp Consumers make 100K or more/year

Unlock Your Free Business Owners Account: www.biz.yelp.com

Claim your page hereClaim your page here

Log in hereLog in here

Understanding Yelp Metrics & Free Tools

Optimize Your Business Listing & Attract New Customers

Connect With Your Customers. It’s FREE.

Page

103

Don’t: Freak Out

Don’t: Freak Out

Case Studies in Freaking Out

Yelp Confidential

Do: Engage Diplomatically

The Right Way To Do It

The Right Way To Do It

80% of Yelp Reviews are Three Stars or Higher

Negative reviews play an important role too• A variety of experiences are consistent with real life

• You can’t please 100% of your customers 100% of the time

Distribution of All Reviews

What’s the Secret to a Strong Reputation on Yelp?

If a yelper mentions “good” customer service in a review, they are over 5 times as likely to give a 5 star review rather than a

1 star.

Source: Based on Yelp reviews as of April 2012, excluding reviews that were filtered or removed.

Similarly, nearly 70% of “bad” customer service experiences are given a 1 star review and less than 5% are given 5 a star

review.

Yelp Confidential

Tip: Let People Know You’re on Yelp, but

Don’t Ask For Reviews

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Generating Yelp Content

Check Ins: Homepage Reminder

In-Office & Newsletter MarketingUpdate Your Email Signature

Provide Great Service!

We Offer Some Paid Upgrades on The Business Page

Removal of Competitor’s AdsRemoval of Competitor’s Ads

Video Player and Photo SlideshowVideo Player and Photo Slideshow

Search Advertising

1. What is Yelp?

Yelp connects consumers to great local businesses.

2. How can I optimize my presence on Yelp and attract new

customers?

Start using Yelp’s FREE tools today (biz.yelp.com). Your business

page will look better, and this can help attract new customers.

3. What is the best approach when responding to reviews, good

or bad?

Remember: respond diplomatically to reviews and don’t forget to

thank your customers for taking the time to share their experience

on Yelp.

4. What’s the Secret to a Strong Reputation on Yelp?

The most successful businesses focus on providing great customer

service, not soliciting reviews. Word of mouth will take care of itself.

biz.yelp.comwww.yelp.com/contact

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How the ORA Can Help Promote Your Business

Presented by:

Jarrod ClabaughORA Director of Communications

ORA Social Media Summit

Special Holiday Promotions:

Submit your Thanksgiving promo:

http://bit.ly/U2eA3y

Submit company press releases:

communications@ohiorestaurant.org

ORA Social Media Summit

“Like” us on Facebook:

https://www.facebook.com/OhioRestaurantAssociation

Follow us on Twitter:

https://twitter.com/OhioRestaurant

ORA Social Media Summit

Social Media at Jeni’s Splendid Ice Creams

Presented by:

Charley Bauer, Jeni’s

ORA Social Media Summit

Social Media @ Jeni'sCharly Bauer

@CharlyAtJenis

I think you are here to learn....

1. Why you need Social Media.

2. What will be your return on investment, ROI.

3. Where to spend limited resources?

I guarantee....

what you learn today will work for you IF.....you make the best ice cream in the world.

http://www.qsrweb.com/blog/8737/Restaurant-Social-Media-Top-10-Infographic

Jeni's Social Media Goal

Increase awareness and understanding of ourbrand—with a focus on driving sales at:

1. our retail partners 2. our shops and online

Tumblr

• 2246 user views (how many times your Yelp page was accessed or viewed.)

• 459 user actions (mobile check-ins, mobile calls, user uploaded photos, directions to business, clicks to your website)

Jeni's & Google

http://www.youtube.com/watch?v=ZUl0ZQC6HV8&feature=related

Jeni's Infrastructure

Mostly in the CloudGoogle Apps Not MicrosoftGmail based email...

Jeni's Hangout

Camp What-A-Wonder Campfire Cooking Chat

5-6 groups participated at any time

http://www.youtube.com/watch?v=B5ctne8vY7w

Infographic from Word of Mouth Marketing Association

12 – 1 p.m. Networking Lunch

Visit Each Strategic Partner

Network with Your Peers

1 p.m. Raffle Drawings

ORA Social Media Summit

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Save the Date! NAPICS, Feb. 17-18, 2013

THANK YOU!

ORA Social Media Summit