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PowerPoint slides from Social Media Track 201 portion of the Grow Revenue: Get Online and Boost Sales Restaurant Education Series event hosted by the Ohio Restaurant Association for their members.
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Grow Revenue: Get Online and Boost Sales
Social Media Track 201
October 28, 2013
Social & Online Marketing
Recipe Book for Success
Breakout # 1Joe GabrielFishbowl
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.
Both Chain and Independent Operators plan to increase social media activity and spending in 2014 and beyond.
Social media monitoring and reputation management is a key initiative for restaurants in 2013.
Responding directly to guests and acquiring email addresses are the two leading objectives for Facebook marketing
Confusing Landscape…Where should I start?
Recipe Book for Success
Claim and manage your online presence
Build your audience base Plan and execute your online
engagement Listen and respond to your
guests Prepare monthly report card
Plan on 4-5 hours a week to get started, 2-3 hours a week to maintain
Claim Your Online Presence
What do your potential guests see?
One Stop Solutions
Set Up Social Media Accounts
Pictures & Video Accounts Too
Optimize your Cover Photos
First Impression Create overall Brand
Awareness Promote Events
& Specials
Create Awareness for Events, Specials, Menus
Use custom Tab “apps” to Promote: Menus Event Calendar E-Club enrollment Pinterest/Instagram “Like” Gated offers
Recipe Book for Success Claim and manage your
online presence Build your audience base Plan and execute your online
engagement Listen and respond to your
guests Prepare monthly report card
Building your Facebook Audience
Make it easy to find your page
Reward for “Likes” Tie special incentives
to Facebook joins Write engaging &
creative posts Add e-club join to
Facebook Timeline 90 day goal: 500 new
fans (2000 at one year)
Promote your Twitter page on Facebook Identify local notables, follow them and
re-tweet their posts Create Twitter-only offers Use Hashtags (#) often Keep Tweeting! (3-5 per day) to keep
high rankings List size goals-50% of Facebook fan
count Encourage Re-tweeting about eClub join
Building your Twitter Audience
Utilizing Pinterest to gain followers
Pin images to promote Welcome and Birthday offers (link to e-club join page)
Pin often Connect your account
with Facebook and Twitter
Variety is the spice of life!
Case Study : Cross promote to grow
Goal: Increase Facebook Likes & Email Subscribers
Promoted Chicken Parm Dinner To-Go Contest for new Facebook Likes & Email Subscribers
Promoted via Facebook ads, In-store, Foursquare & Twitter
Saw 1000% increase in email subscribers, & 350% increase in Facebook Likes in 3 weeks
Case Study : Pre Open List Building Goal: Grow Guest
Marketing List prior to store opening
Promoted “VIP” Pre-opening sweepstakes and offers to grow email list & Facebook Likes
Used in Restaurant signage, Live Facebook chat & Twitter to gain momentum
Gained 750 pre-open Facebook Likes and over 250 email subscribers
Recipe Book for Success Claim and manage your
online presence Build your audience base Plan and execute your
online engagement Listen and respond to your
guests Prepare monthly report card
How often do I?
Email?
Post to Facebook?
Tweet?
18-24 Emails per year
5-7 Facebook posts per week
10-20 Twitter posts per week
But, Content is KEY
Post, Tweet & Email with a purpose
Promote Events, Guest Experiences, Newsworthy items
Use Humor- Have Fun
DON’T BE BORING
Involve your Guests & Staff
Create excitement about your brand
Include staff in the fun Give credit when using
other people’s pictures
Encourage Feedback…
Provide “Like this” opportunities
Let the Fans give input
Be Responsive
Recipe Book for Success Claim and manage your
online presence Build your audience base Plan and execute your online
engagement Listen and respond to your
guests Prepare monthly report card
You NOW Have to Listen
Consumers weigh not only online
reviews, but online engagement by the
restaurant when deciding to frequent a
restaurant for the first time. Source- Conversocial 2012
Social Media Consumer Interaction
Source: Beyond
Reputation Tracking
Best Practices for Responding DO DO NOT
Respond Publically.
You’re not only responding to the guest who wrote the review - you’re responding to anyone who reads that review.
Keep Tone Light.
Online tone can often be misunderstood, so keep that in mind when typing your response. Keep responses simple. Take longer discussions offline.
Balance Your Response Frequency. Don’t respond to every online review - if you do, it can come off as overbearing. Try responding to every negative review, and perhaps to every 5th positive review.
Don’t reward or incentivize guests for positive reviews. Review sites like Yelp frown upon and will even remove reviews if they feel they were influenced by incentives to post.
Don’t askDon’t ask for more information, or invite them to Like you on Facebook or join the email club. Keep to the task at hand.
Don’t be Combative. Take a deep breath. The last thing you want to do is sound angry . Remember that others are viewing your responses.
Recipe Book for Success Claim and manage your
online presence Build your audience base Plan and execute your online
engagement Listen and respond to your
guests Prepare monthly report
card
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 RSMI- Restaurant Social Media Index
Available Resources
Tracking Resources Use FREE resources available to you to measure & track digital media campaigns
Recipe Book for Success Claim and manage your
online presence Build your audience base Plan and execute your online
engagement Listen and respond to your
guests Prepare monthly report card Extra Tidbit- How to
Manage it all
• 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 (4-5 hours a week to start)
√ Plan for 1 to 2 email promotions per month
√ Engage guests on Facebook, Twitter, Foursquare,etc.
√ Respond to guest comments (monitor review sites)
√ Track results, communicate to staff
• Can’t find the time? Hire someone. It’s worth it.
Take A Deep Breath and Jump In
THANK YOU!Joe Gabriel
www.fishbowl.com/ohio Twitter/@fishbowljoe
Facebook/@fishbowljoe
Social Media 201Grow Your PresenceBreakout # 2
Shon Christy EAT DRINK PROMOTE
Social Media Outlets
Outlets Facebook
Yelp
Foursquare
You Tube
Google +
Twitter 140 Characters Hashtags = # at = @ Realtime Communications - Talk Back!! Reply, Retweet, Favorite Tweet Away
Twitter Be Visual Follow - Follow Back Use Tools
◦ Hootsuite, Tweetdeck, Socialoomph
3 Components to Customize
Yelp City Guide - Food, Entertainment, Retail Peer Reviews Directions & Information Deals & Gift Cards
Search Restaurants & Bars by:◦ Match◦ Distance◦ Rating◦ Pricing◦ Deals
Mobile Functionality
Business Profile
Complete the Business Profile
Add an Owner/Manager
Respond to all Feedback!
Be Visually Appealing!
Measuring Success
User Views & Actions
◦ Check-ins
◦ Directions
◦ Mobile Calls
◦ Website Views
◦ Deals Sold (If Applicable)
Foursquare Geo-Location Based Social Media Application Check-In at Venues Unlock Specials Create Lists Get Badges
Patrons can search based on their geographic location
Explore Function
◦ Popular Spots
◦ Past Check-Ins
Create Specials and Stand Out!!!
Search & Check-Ins
Specials Newbie
Check-In
Flash
Swarm
Friends
Badges & Points
Check in Patterns get Badges
Appeal to Badge Collectors
Check-ins earn points
◦ Competition
The Mayor
This is your # 1 Fan
Celebrate the Mayor
◦ Pictures in Venue
◦ On Website
Measuring Success
Are customers Checking-In?
Do they share to Facebook & Twitter?
Calculate ROI
◦ Include Redemption Codes on Specials to include in your POS
LinkedIn Low Competition Create Search Friendly Profiles Organizational Pages - Customize Groups Endorsements
Google+ Search Friendly Outlet Great for Blog Sharing Posting Similar to Facebook + 1 Customize Profile Picture and Banner Google = Good
Pinterest Business and Personal Pages Create Pins and Link Create Boards - Birthday Ideas, Recipes,
Specials, Community, Food, Location Like and Share Pins & Boards
• Instagram may only be 3 years old but it has one of the largest followings on the web.
•There are over 150 million users on this platform.
•There are 16 billion photos shared .
•There are also 1 billion likes that happen every day.
Instagram• Share your food
• Tweet what you eat
• Pictures of the view
• Customers
• Hashtag Campaigns
• Instagram Menus
Facebook - Advanced• Contests
• Paid Advertising
• Graph Search
• Integrating Other Social
Smart Phone Apps
Quick Contact - Hours - Directions
Event Calendar
360 Tours
Menu & Ordering
Link all Social Media Outlets
Share Photographs
Push Notifications
Go to the Ohio Restaurant Association’s website www.ohiorestaurant.org for more educational opportunities or for information on membership
