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By: Clayton Krueger Director of Marketing , Communications & Beer
[email protected] farrellispizza.com
/claykrueger
@claykrueger
@claykrueger
/claykrueger
@farrellis
@farrellis
@farrellis
/farrellispizza
1996 (Lacey Farrelli’s) 2015 (Woodstone Pizza Ovens)
Farrelli’s was founded in 1995 in Lacey, WA
Now have 8 units, including an Irish Pub
Won Independent Pizzeria of the Year by Pizza
Today in 2006
Will be opening our flagship store this Summer
Created our MySpace page on May 1, 2007
Migrated to Facebook a few years later
Started a digital loyalty/frequency
program in 2008
Implemented Online Ordering in 2012
51 percent of all mobile searches on Google are
for restaurants
As many as 95% of independent U.S. restaurants do
not even have a mobile-optimized website
Chain pizza shops account for 48% of all pizza
restaurants, but they’re bringing in 61% of the
revenue.
This is largely due to their ability to adopt
technology faster than the independents
▪ Papa Johns took in their first online order in 1997
Aaron D. Allen
Across the entire U.S. restaurant industry, fewer
than 25% of restaurants have their own mobile
app (some say it’s as low as 16%).
Of the 50 U.S. pizza chains with the highest 2014
sales, 62% have a dedicated mobile app, and
88% have online ordering platforms.
These 31 chains with in-house apps, account for 36%
of all U.S. pizza restaurant units and 54% of
segment sales.
Committing to a Web Presence
Embracing Technology to Stay Relevant
Focusing EVEN MORE Energy on Social Media
Keeping Score
Have a home base, a website you direct people to
Your website should accurately portray your brand
Make the information easy to access ▪ Optimize the site for mobile use
Direct people to your social media
Make it Easy for People to Find You
And for them to find out more about your company ▪ Customize the name of your sites to fit your concept
▪ Or even custom Domains to target specific pages on your site
Consult a developer about SEO ▪ Back-end Geo Caching, properly linked pages, etc.
▪ Or do it yourself on sites like SquareSpace
Make sure your website is optimized for mobile viewing
While more than half of your customers are looking for you with their mobile device, they are also spending less time doing so. ▪ Mobile = 30-50 second ave. site visit duration
▪ Non-Mobile = 100-250 second ave. site visit
duration
Avoid Nesting Since guests are spending so little time on
your site, make sure that they can find what
they are looking for quickly
▪ They are looking for store hours, location &
menu with prices
Try to keep all of the content within 2 clicks
Our Mobile Site More app-like then web-like
HTML5 has changed the way the web functions
Sites are now designed to be “fully responsive” This means they adapt to fit
whatever size screen they are being
viewed on
Different Kinds of Loyalty Programs
Email Club, Text Club, Beer Club, Social Network Club,
Sports Team Club, etc.
▪ Farrelli’s Fire Club
▪ Email Loyalty & Card Frequency Club
Had a Text Club
▪ Lots of app based solutions now
These Don’t Have to be Expensive
People just want to feel special
▪ Providing them with an ‘exclusive club’ accomplishes that
Becomes an Inexpensive & Effective Marketing Tool
Here are
two
examples
of Email
blasts to
our Fire
Club from
our two
providers
One of the Easiest ways to Increase Sales is to Increase
the Frequency of Guest Visits
Give them a reason to come back more often
Reward them for doing so
Build this Into your Loyalty Program
Fire Club Members get a point for every $1 spent
▪ When they reach 200 pts. we put $10 on their card
You could accomplish this with punch cards and other apps
▪ Also with a Facebook Check-In Frequency Deal
Back in 2010, roughly 1.39 billion delivery orders
were made via phone. Last year, in 2015, only 1.02
billion guests called in an order
A 27% decrease in just five years.
In this same period of time, online orders grew from
403 million to 904 million
A 124% percent increase.
47% of Americans order food online.
Digital ordering is growing at a rate 300% faster
than dine-in restaurant traffic.
People are ordering online from
their mobile devices
Be prepared to meet their
expectations there
Since implementing mobile
online ordering we’ve seen our
takeout sales double
In just one year’s time
And we don’t even deliver!
When you scroll down you come to our current
Instagram photos and FB feed.
Social Media accounts for 18% of time spent online
60% of Americans have a social media profile
That’s up from 24% from 2008
58% are Facebook profiles
22% of Americans visit social media sites daily
That’s up from 5% in 2008
Facebook has 1.28 BILLION monthly active users
200 Million of those are in the U.S.
▪ 50% of whom check FB daily & spend 700 minutes/month on the site
MYSPACE RULED IN 2006 NOW FACEBOOK IS KING
POINT BEING, THE SOCIAL NETWORKING GAME HAS & WILL CONTINUE TO CHANGE AND EVOLVE, SO BE READY.
Extension of Our 4 Walls Marketing Strategy
Goal is to cultivate positive word of mouth and to
increase the frequency of visits from our guests.
Social Media Generates Top of Mind Awareness
Through increased brand interaction by our guests.
We try to Avoid Advertising with Social Media
You don’t have to avoid it entirely, just don’t make it
your primary goal for social networking!
Facebook has been accepted across multiple generations and has a ton of functionality. In my opinion, this is “the” social network and it gives us the best return on our investment.
Twitter is a widely adopted network making it very powerful if used correctly. It is the best network for mobile devices and as a result it is also the most instantaneous.
Instagram is a widely adopted image based social network that is tailored for the mobile user, although it is now web based as well. The functionality is very similar to Twitter as far as tagging goes, but is actually owned by Facebook.
LinkedIn the power of LinkedIn for business is to showcase your company’s culture to attract the top talent to work with you.
SnapChat has been widely adopted by millenials
Be Intentional
Avoid the “Shotgun” strategy of trying to hit everything
Strategically select the networks you see the most value
in for your company and stick to those.
You’ll get better results from those couple of sites then you will if
you spread yourself too thin among dozens of sites.
But keep your eye out for emerging sites that might give
you a better ROI
If you see one, consider transitioning to that new network
(i.e. From MySpace to Facebook)
Our ‘old’ pizza box
FAIL!
Our Website and Social Links are
prominently featured on the sides
of our newest boxes
We try to include them as often as
we can but if we can’t, we always
include our website URL
You’ve laid the foundation, now build your platform Different networks require different kinds of interaction: Twitter: Follow people and organizations that are relevant to your business.
Interact with those organizations often by retweeting, etc. Quickly respond with a like, response or a RT to anyone who tweets to you.
Instagram: Photos on Instagram can be shared easily on FB, Twitter or Tumblr but use it as it’s own site. Don’t auto share everything. Twitter doesn’t embed photos just links so don’t share there.
Facebook: Not as important to interact daily, but try to be consistent in your efforts. Take advantage of all of the features Facebook has to offer, remembering that this is a social site, not an advertising space. But when you do, target & boost the post for best results.
YouTube: Update this site with your new videos when you have new videos to upload, and then link those videos to your other social sites.
• You can never have too much content, people are starving for it!
Post Pics Often!
Like pictures people tag you in We’ve increased our followership by
acknowledging people as quickly as
possible when they tag us in a pic.
ReGram great pics and give credit We do this on Fan Friday
Follow those you are interested in: @PizzaToday @Farrellis
#JustSayin
The power of Twitter is how ‘Instant’ it is So we try to use it in
that way By acknowledging
people as quickly as possible when they tag us in a tweet by either replying or re-tweeting their tweets
Also, the tagging & re-tweeting features are very powerful for sharing information Linking stories, videos,
pictures, etc.
Pictures & Videos
People are visual
Appeal to what
interests them.
We no longer post
without a picture,
video or story linked
Events or Promotions Use a good pic, add a
logo and boost it But remember the text
can’t be more than 20%
Upload Videos Direct to FB They will auto-play
Not the case if linked from
YouTube
When Boosting, be sure
video thumbnail has less
than 20% text
Or else you won’t be able to
boost it
PRO TIP:
invite viewers to like page
Facebook now has Reviews, and lots of them!
Quality &
Quantity
Not yet
Searchable
but only a
matter
of time.
G+ too
Your Customers Surely Haven’t
YELP: (Noun) A short sharp cry, esp. of pain or alarm.
▪ It is setup for negative feedback
So you can either accept that…
Or encourage positive feedback
Make Sure To Claim Your Pages
Respond to feedback as soon as you
receive it
Keep your content & links current
and accurate
Each Store Has Their Own Page
Merge with an existing Place Page (remove extras)
Create Check-In Deals
YouTube, Twitter & Instagram Apps for Facebook
Setup as Apps on your Facebook Page
Make Instagram handle the same as you Twitter handle
Some people link their Twitter feed to their FB page
Not us, they are two different networks and should be used as such
Socialize Section on our Website
Shows our highlighted YouTube Video, our Twitter Feed and
recent Facebook Status updates
This slide used to be about increasing your followership
Now it’s about Staying Relevant Quality of Engagement is worth far more than impressions We have less than 500 Instagram followers, but we get great
engagement from them on all of our posts
Facebook is a Pay to Play network now No matter how many followers you have, very few of them will
organically see your content
Stay current and be quick to seize the moment Keep your device on you at all times, ready to capture a
moment and post it instantly We live in a digital mobile age now, there is no excuses not to do this work.
Your customers are there waiting.
Control You can design, create, manage, and revise the content to your specific
intended message, instantly Cost
These sites are FREE, but the cost is the commitment of time it takes to manage them, but if you don’t your competitors will Watch competitor pages
With regards to R.O.I. remember that the ‘I’ is very small so you can afford to do more with it (i.e. FREE Pizza for the Super Bowl)
You can minimize the amount of standard media advertising as a result Communication
Targeting customers using communication channels that they want to be communicated to through because they already use them anyway
Effectiveness Getting people to interact with your brand is a good thing. It keeps your
company in the TOMA position for the next time they want pizza.
