Let’s get digital! Maximizing Digital Marketing for Your Restaurant Business by Homer "Homerun" Nievera

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Maximizing Digital Marketing for Your Restaurant Business. restaurant digital marketing, digital marketing for restaurants, food industry, food business, marketing food biz, food service marketing, food service, management, marketing, food business digital marketing, social media marketing food business

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Let’s get digital! Maximizing Digital Marketing for Your Restaurant Business by Homer "Homerun" Nievera

  1. 1. Let’s Get Digital! Homer “Homerun” Nievera Maximizing Digital Marketing for Your Restaurant Business
  2. 2. What you will learn… • Key digital technologies that should be used to launch a digital marketing campaign. • Simple social media techniques that you can use now.
  3. 3. Do you have online presence? Website? Blog? Facebook Page? Twitter Account? Multiply Store?
  4. 4. 8 Marketing Technologies that Affect Customer Restaurant Choices
  5. 5. Tech #1: Website • First line of offense • The “Face” of the establishment • Directions, menu, promos, etc.
  6. 6. Tech #2: Social Media • User-generated content – buzz around the net • Customers rely on what others say rather than biased ads • Word-of-Mouth: Facebook, Twitter
  7. 7. Tech #3: Review Sites/Blogs • Online “Review Card” • May be blogs from food bloggers • Yelp.com
  8. 8. Tech #4: Wi-Fi Availability • Brings more people in the door, though not necessarily ups revenues • Availability of free Wi-Fi affects venue choice for 64%* of customers • Make sure: get password from cashier *In-Stat, September 2010
  9. 9. Tech #5: Online Ordering • For those that offer carry-out or delivery: order accuracy • Best way to create a database
  10. 10. Tech #6: Online Reservations • Offers convenience: Online/Mobile • Accuracy of orders
  11. 11. Tech #7: Mobile App/s • An “App” for everything: reservations, finding restaurants, counting calories, ordering online or choosing the right wine for a meal, etc. • Speed and convenience is key today • 20%* Smartphone penetration in PH *Acer study, 2011
  12. 12. Tech #8: Geo-Location Services • “Check-in” [Facebook, Foursquare] • Friends can make plans/Meet-up • Viral branding
  13. 13. A QUICK LOOK AT SOCIAL MEDIA Blogs Facebook Page Twitter Account
  14. 14. BLOGGING STRATEGY 101
  15. 15. Strat #1: Familiarize yourself with blogging and consumer- generated media • Many novice bloggers confuse corporate blogging with PR and advertising [non-promotional] • Blogging culture is about real people sharing their personal experiences and insights, and engaging others in thoughtful conversation.
  16. 16. Strat #2: Determine whether a blog is right for your company • Conduct an assessment of your restaurant's goals and PR strategy • Will a blog help you meet your marketing goals? - Higher SEO rankings, - More press coverage - Demonstrating leadership and innovation in your industry
  17. 17. Strat #3: Develop a content strategy • Overall PR and SEO strategies and your business goals. • Your objective is to develop content that draws an audience. • Build your brand, demonstrating expertise in your field and highlighting innovations initiated by your company
  18. 18. Strat #4: Identify the best person to write your blog • In-house or Outsource? • A voice that your customers will trust and relate to • Personality and writing ability
  19. 19. Strat #5: Choose an appropriate publishing platform • In-house or Outsourced? • Integrated in your current website? • Use: Blogger, Wordpress, etc.
  20. 20. Strat #6: Optimize your blog content for search engines • Conduct keyword research to identify your top phrases • Emphasize your top terms within each post's title, body, categories and tag
  21. 21. Strat #7: Initiate an honest conversation with your audience • Dialogue and interaction are fundamental to successful blogging • Studies indicate that customers often ignore advertising, but increasingly rely on word-of-mouth recommendations for making purchasing decisions.
  22. 22. Strat #8: Monitor the blogosphere for relevant news and ideas • Connect with other thought leaders in the blogosphere • Bringing relevant content to a conversation and demonstrating authority on relevant subject matter raises a blogger's credibility and notoriety.
  23. 23. Strat #9: Write often, stay focused, and include relevant links to increase readership • Research indicates that publishing frequency influences blog traffic • Post more frequently and you will garner more readers • Use RSS feeds
  24. 24. Strat #10: Set a blogging policy and blogging guidelines • Setting rules and expectations will help you avoid bad publicity and protect your credibility. • Taking the time to think about every post before you publish will save you embarrassment and public criticism. *Source: http://www.scoutblogging.com/blogs101.html
  25. 25. 5 Reasons Why You Should Be on And why it’s beyond the “Likes”
  26. 26. Reason #1: Facebook fans become restaurant customers • The most obvious reason why use Facebook • Educate >> Inform >> Market >> Customers • 51%* of consumers said they are more likely to buy a product since becoming a fan on Facebook *Constant Contact and research firm Chadwick Martin Bailey
  27. 27. Reason #2: Online consumers will talk you up • An average Facebook user has 130 friends and likes 80 pages • 56%* of consumers say that they are more likely to recommend a brand after becoming a fan (“Like”) • Each week on Facebook more than 3.5 billion pieces of content are shared *Constant Contact and research firm Chadwick Martin Bailey
  28. 28. Reason #3: Your coupons or deals reach a wider audience • Offer a digital coupon for a free food or beverage item when someone “Likes” your Facebook page. • Study* shows that 57% of consumers become fans of brands or businesses for this reason. *Constant Contact and research firm Chadwick Martin Bailey
  29. 29. Reason #4: People want to know you better • Be transparent: the “Face” beyond the Brand. - Photo of the chef with famous dessert - Try new cocktail, get their feedback • Types of offers that can make customers feel more personally connected to your brand.
  30. 30. Reason #5: Better results from marketing • Localized FB tools - Sponsored and Like Ads - Create, Test, Know Performance • Age, gender, location, interests
  31. 31. 177 Shares 179 Comments 2,788 Likes
  32. 32. “Put onions…” “Put chili…” “[Sandwiches] do not look like this [pic]…” “No Wendy’s near my place…”
  33. 33. 13 Best Practices for Your Restaurant
  34. 34. Best Practice #1: Be Transparent • Don’t delete negative comments, unless they were “below-the-belt” • Remember, each FB member has an average of 130 friends
  35. 35. Best Practice #2: Respond • Respond in a timely manner • Be engaged
  36. 36. Best Practice #3: Educate Your Fans • How-to’s • A way to showcase your food and how it’s prepared, etc.
  37. 37. Best Practice #4: Show Off Your Goods • Who takes photos of their food and share it on their FB or Instagram? • Be appetizing. Be artful.
  38. 38. Best Practice #5: Don’t Just Sell — Be Interesting • You don’t have to do the hard sell on Facebook. • You may integrate videos to your posts.
  39. 39. Best Practice #6: Share Your Press • You’ve worked hard to get good reviews and spur people to write blog posts about your food. Go ahead and share it with the world.
  40. 40. Best Practice #7: Flaunt Your Social and Digital Savvy • A small percentage of restaurants are on social platforms and seeing success. • Let them know you are where they are.
  41. 41. Best Practice #8: Be Consistent Online and Offline • Whatever you say online, should be the same offline when they go to any branch. • Get a professional person or team to handle your FB account. It could be YOU.
  42. 42. Best Practice #9: Don’t Give Away Too Much • One-time deals or promos are ok to increase Likes, but there’s a limit. • Experiment with different times and codes to discover when people are more inclined to be driven to your store by social media.
  43. 43. Best Practice #10: Be Charming • Be human. Let them know there’s someone genuine behind the page.
  44. 44. Best Practice #11: Respect and Appreciate Your Team • Involve the team • Any negative comments about your team may be taken out. Just let your customer know this and why.
  45. 45. Best Practice #12: Target Consumers With Facebook Ads • In the U.S., you can target using Zip Codes • In PH, age, gender, location and interests are ok
  46. 46. Best Practice #13: Facebook Is Not Twitter • Twitter followers don’t normally want you to lead them to FB. They are separate. • You tend to take away the incentive to have 2 separate followers.
  47. 47. 9 Sure-Fire Ways to Increase Twitter Followers
  48. 48. #1: Send traffic to your Twitter profile • Twitter is a microblog. • Insert your blog’s link here and there in the form of comments on other blogs, by inserting your link to high page rank websites.
  49. 49. #2: Use ‘Tweet This’ button • It’s simple viral article marketing.
  50. 50. #3: First impression is the last impression • Treat each tweet as if you have new • If you are tweeting anything like what you ate today or you are going to party today then try to write at least one nice tweet for your new visitors.
  51. 51. #4: Have a custom background • Professional looking backgrounds attract lot of visitors. This will show that you are a professional and chances are there, a visitor to your profile may turn into your follower.
  52. 52. #5: Follow and UnFollow regularly • Follow people you target for your restaurant. • Follow those who follow you. Unfollow those who don’t.
  53. 53. #6: Bloggers must follow their niche • If you have a blog, follow those with the same niche. • Your profile shall be able to display tweets that matter to your niche.
  54. 54. #7: Tweet less than 140 characters • Tweets should be less than 140 characters. • They can easily ReTweet your tweet. Because some one will retweet your tweet then “RT” will be added in your tweet.
  55. 55. #8: Conduct Twitter contests • On your blog you may conduct a twitter contest to follow your profile. • You should give attractive prizes to attract lot of visitors. • If they will like your contest then they will definitely follow and retweet your profile.
  56. 56. #9: Participate in contests • Twitter contests are easy way to win goodies and people like to participate in them. • Not only, do you get a chance to get promoted on a site but also get some quality followers. • All the groups of people who are into the contest may be willing to follow you.
  57. 57. Hoteliers’ Guide to Social Media Get 2 FREE eBooks! The Restaurant’s Guide to Digital Marketing
  58. 58. Register Now! http://foodfindsasia.negosentro.n et
  59. 59. Follow Me on Twitter @bnievera Get FREE eBooks!
  60. 60. iam@homernievera.com More questions?
  61. 61. I never dreamed of success. I worked for it. Parting Shot

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