Scott Shaw FRLA Marketing Summit 2012
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Scott Shaw FRLA Marketing Summit 2012

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  • I want to stress how important it is to have a presence in either Twitter or Facebook or bothRecent statistics from Facebook show they have 400 million active users and more than 20 million people become fans each day. Twitter users post over 50 million tweets per day - that's an average of 600 tweets per second.The study also uncovered perceptions among consumers that those brands not engaging in social media are out of touch.Some Quotes about Brands not on Facebook or Twitter“It shows they are not really with it or in tune with the new ways to communicate with customers.”“It's expected that a company have some digital face - whether it's on FB or Twitter I don't know - but they need a strong electronic presence or you doubt their relevance in today's marketplace.”“Either they are not interested in the demographic that frequents Facebook and Twitter or they are unaware of the opportunity to get more exposure in a more interactive method.”If you don’t have a Fan page or a twitter account you are missing an opportunity to continue the conversation.In the next couple of slides I am going to show you how some brands have entered the Social Sphere. Bottom line Social Media is good for your brand recognition as well as your bottom line!
  • Mobile23% of all mobile phones are smartphones and this is growingEmail97% if US households use email 66% of marketers are integrating social and emailSocialMost companies use Social for Brand awarenessBut you also can use it for:behavior trackingData acquisitionMulti-channel engagementContent distributionDrive sales

Scott Shaw FRLA Marketing Summit 2012 Scott Shaw FRLA Marketing Summit 2012 Presentation Transcript

  • FRLA 2.6.12“Managing Your Social Media Marketing” Scott Shaw, CEO Fishbowl
  • THEN
  • NOW
  • Ongoing Evolution…Traditional Media New Media o• Telemarketing • SEO / SEM• Direct mail • Permission based• Print ads Email• TV Commercials • Social Media• Radio Ads • RSS Feeds • Review sites & Directories • Mobile Interaction
  • Confusing Landscape…where do I start?
  • Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card Plan on 4-5 hours a week initially, 2-3 hours a week later on
  • Claim Your Online Presence
  • Verify content and info
  • One Stop Solutions
  • Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
  • Question?What is the one thing you need to… – Make an online reservation? – Set up a Facebook, Foursquare or Twitter account? – Write a review on Yelp? – Place an online order?
  • An Email Address!
  • Set Up Your Email Account
  • And On Twitter
  • You Tube too
  • Single Log-In Management Tools
  • Hootsuite Dashboard Manage from one place
  • Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
  • Social Media = Loyal Guests60% of fans and 79% of followers aremore likely to recommend a brand they fan and follow.51% of fans and 67% of followers aremore likely to buy from the brands they fan andfollow. Chadwick Martin Bailey and Imoderate Research Technologies ,2010 600 Million Active Worldwide Facebook users 20 million people “like” a brand each day!
  • Build Your Email List• In Store • Paper Sign Up Slips • Staff Engagement & Incentives • POP • To-Go Bags • Window Clings • Placemats • Staff Buttons• Online • Website Join Form • Social Media Sites • Contests/Sweepstakes • Forward to a Friend • Online Reservations & Ordering• Other Sources • Public & Charity Events • Mobile Phone
  • Not just side-work• Engaging your staff is the most important component of building your list in-house.• Discuss with your FOH staff that building your email list is an investment in the growth of your restaurant.• Share results of successful campaigns• Offer incentives to your employees to encourage list growth
  • ROI Increases with Email List GrowthMore members  more opens  more traffic  greater ROI. Email database size benchmarks by restaurant category*: Category Per Store Average Top 10% Percentile Casual Dine 3,100 7,600 Fine Dine 3,700 4,300 Fast Casual 1,000 3,900 Family 600 1,700 Quick Serve 500 1,200 Your Brand XXX Percentile Rank Growing your audience can result in 2 to 4 times greater returns than average. *Data as of December 2010, rounded to the nearest 100 22
  • Building your Facebook Audience • Make it easy to find your page • Reward for “Likes” • Check-in deals • Write engaging posts • 90 day goal: 500 new fans (2000 at one year)
  • 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 LikesRESULTS 600 likes in under 3 months Owner excited to jump ahead of local competitors
  • Building your Twitter Audience• Promote your Twitter page on Facebook• Identify local notables, follow then and re- tweet their posts• Create Twitter only offers• Use Hash Tags (#) often• Keep Tweeting! (3-5 per day) to keep high rankings• List size goals-50% of Facebook fan count
  • Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
  • Is email really Social? Mobile Devices New Media Marketing Social Email Media How are people sharing?
  • Key Reasons to integrate• Cross promotion• Encourage sharing of offers and information• Guest engagement• Drive Loyalty• Capture consumer data• Close the loop
  • Word of Mouth in Warp Speed Foursquare Facebook • Customer "checks" • Tax day fatigue? in with your • How’s this for a Come in 4/15 for restaurant, finds tax deduction--- $10.40 off a check out about take $10.40 off of $20 or more. promotion and your check, April Restrictions apply. this is broadcast to 15th only! Alcohol Just show your their social & gratuity not incl, Tweet to your network min purchase of server! (Facebook, $20 required. One- Twitter) which in time offer. turn advertises Mention you read your venue to his Email this on or her friends, Facebook! Tweet gaining exposure to even more people.
  • Elements of a successful program Mix of 3 elements: Brand, Community, Loyalty  18-24 Emails per year 3-4 Loyalty Based  5-7 Facebook posts per week  10-20 Twitter posts per week  80% Content and engagement 20% promotion
  • Loyalty Case Study Birthday Promo • 13,563 members in database • No-strings attached Birthday Gift • 40% redemption rates (versus 8-12% Fishbowl average) • Results: $200,000 in directly attributable sales • …plus great goodwill and lots of new diners
  • Email plus Social: Customer Appreciation Promo 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…
  • Off Beat is GoodSMOOCH YOUR POOCHStop in any Wednesday in Aprilwith your dog to get a freelarge cheese pizza.No Dog? Bring your significantother pet*You may be required to kissthat animal on the lips toprove that significant other petis really yours.
  • Twitter: Engage followers via contest Challenge: 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 35
  • Cross Channel PromotionLocate the hidden QR code in-storeAnd scan for a FREE surprise.Objectives:  To drive traffic (increase frequency) to locations.  To increase awareness and draw attention to our Community Wall.  To provide an innovative and fun way for our guests to interact with the Which Wich brand.Results: Open Rate: 36% Click Thru Rate: 11% +5.7% Incremental Comp Sales Growth (over 4 day promotion)
  • Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
  • Social Media Consumer Interaction Source: Beyond 2011
  • Conversations about your Restaurant are rampant
  • You NOW Have to Listen Consumers weigh notonly online reviews, but online engagement by the restaurant when deciding to frequent a restaurant for the first time. Source- Conversocial 2011
  • SM Monitoring
  • Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
  • SideworkMarketing
  • Tracking Resources Use FREE resources available to you to measure & track digital media campaigns. Available Resources:  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  Mashable.com: Articles; Helpful Tips; Updates; Trends
  • Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card • Extra Tidbit- How to Manage it all
  • Email Per Store ROIAssumptions:Table-service, $16 PPA x 2.5 guests = $ 40 average check per table2,000 list members per store; 3 loyalty gifts (Welcome/Anniversary, B-day, Survey)$ 9 avg. discount, 10% average redemption, 40% direct costs, 20% cannibalization per store, full year: loyalty gifts only +1 visit/yr loyalty gift redemptions 600 600 additional undiscounted visits 0 2,000 total “program” visits 600 2,600 (x) check average = Added Sales $ 24,000 $ 104,000 (-) 20% cannibalization on offers (4,800) (4,800) (=) Net incremental sales $ 19,200 $ 99,200 (-) All discounts (600 x $ 9) (5,400) (5,400) (-) 40% direct costs (on incremental sales) (7,680) (39,680) (=) Added Profit before program costs $ 6,120 $ 54,120
  • How To Manage Your Online Marketing Program • 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 √ Respond to guest comments (monitor review sites) √ Track results, communicate to staff • Can’t find the time? Hire someone. It’s worth it. * $54,120 / 78 hours = $693 an hour!
  • Closing Thoughts…Do… Don’t be…• Get started • Intrusive• Make time • Slapdash• Involve staff • Cheap• Keep score • Boring
  • Questions?
  • THANK YOU! Scott Shaw Fishbowl scotts@fishbowl.com www.fishbowl.com Twitter/@fishbowlincFacebook/@fishbowlmarketing