Scott 2011 frla 9.11_social.2

Managing Your Social Media

Agenda

• Online landscape• Where do I start?!• Managing My Social Media:

– What should I be doing?– How do I do it?– Who should do it?– How do I keep score?

Fishbowl Cocktail Facts• 11 years old, 130+ employees- Alexandria, VA based• The leading provider of on-demand marketing software and

services to the restaurant industry

• Serving over 40,000 restaurant locations

• Managing an opt-in member database of over 70 million guests

• More than 1.5 billion email messages distributed annually

• Technology and services designed specifically for the restaurant industry

• Chosen partner of leading organizations in the restaurant industry…

Agenda

• Online landscape• Where do I start?!• Managing My Social Media:

– What should I be doing?– How do I do it?

–Who should do it?– How do I keep score?

sm3 Recipe Book

1. Claim your social media sites

2. Open accounts with engagement tool providers

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

Confusing Landscape..where do I start?

Tools to EngagePresence

Focus on the Basics

sm3 Recipe Book

1. Claim your social media sites

2. Open accounts with engagement tool providers

3. Build your Email, Facebook, Twitter audience base

4. Plan and execute your daily/weekly/monthly marketing

5. Prepare monthly report card

Google page (user view)

Claim your Google page

Claim Your Facebook Page

Claim your Bing page

Claim your Yelp page

Claim Your TripAdvisor page

Helpful tool to manage listings

Set Up Email Account

Set Up Email Account

Twitter log-in and live pages

Hootsuite (Facebook Feeds)

HootSuite (Twitter Feeds)

sm3 Recipe Book

1. Claim your social media sites

2. Open accounts with engagement tool providers

3. Build your Email, Facebook, Twitter audience base

4. Plan and execute your daily/weekly/monthly marketing

5. Prepare monthly report card

Must-do’s In-store Website Facebook

Other Sources? Reservations (OpenTable)? Online ordering? Offline media? Community events

List size goals• 2000 at 12 months• 50% annual from there

Building your Email Audience

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)

• 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 social media sites

2. Open accounts with engagement tool providers

3. Build your Email, Facebook, Twitter audience base

4. Plan and execute your daily/weekly/monthly marketing

5. Prepare monthly report card

Social= Viral = Word of Mouth

Email

• 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!

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

Email plus Social: Customer Appreciation Promo

CASE STUDY

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…

Twitter Case Study

Grew sales on usually “Lost” Days Due to inclimate weather by engaging Guests on Twitter. Gained regional exposureOn local TV and print- priceless

Facebook: 0 to 600 in 3 months!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

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Email plus Social: Customer Appreciation PromoChallenge: creative way to drive revenue for GA resort during slow summer months

• Offered 25% room discount during “customer appreciation week”

• Specific, tailored messages for Facebook, Twitter, and Email

• Sale positioned as limited time / special “thank you” for friends and family

RESULTS

• Extended promotion for additional two days based on good early response

• Drove over $5000 in incremental revenue

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Twitter: Engage followers via contestChallenge: generate interest and traffic early in the week

• Trivia contest via Twitter – art themed, consistent with restaurant concept

• Cross-promoted on Facebook

• One of the correct answers picked to win #FreeSangria for their entire party

RESULTS

• Increase in Twitter followers, engagement on Facebook

• Contest winners redeeming offer bring in up to $200 in additional revenue

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sm3 Recipe Book

1. Claim your social media sites

2. Open accounts with engagement tool providers

3. Build your Email, Facebook, Twitter audience base

4. Plan and execute your daily/weekly/monthly marketing

5. Prepare monthly report card

Sample Monthly ScorecardLoyalty Gifts # redeemed $ spent discount net sales

Welcome offers 34 714$ 234$ 480$ Birthday Offers 17 578$ 152$ 426$

PromotionsPrank" campaign, 15% off 67 2,278$ 342$ 1,936$

TOTAL REDEMPTIONS 118 3,570$ 728$ 2,842$

Other Activities

Wine dinner (no offer) 73 est @ $25 per 1,825$ Guest comments handled 89

sm3 Recipe Book

1. Claim your social media sites

2. Open accounts with engagement tool providers

3. Build your Email, Facebook, Twitter audience base

4. Plan and execute your daily/weekly/monthly marketing

5. Prepare monthly report card

6. Invest in continuous learning!

Where to go for more learning• Facebook • Google• SocialMediaExaminer.com• RunningRestaurants.com• RestaurantMarketing.com• MonkeyDish.com• FohBoh.com• FRLA

Questions?

Thank You!Katrina King, sm3KKing@fishbowl.com

Scott ShawScottS@fishbowl.com