More restaurants, better offers, only on Facebook Restaurant Marketing Cookbook
Table of Contents • Welcome to getta!Table • Why Use Facebook? • Facebook Timeline Best Practices • Four Keys to Restaurant Facebook Marketing • Facebook Advertising Tips • Appendix: Facebook Coupon Case Studies
Welcome to getta!Table™ Who We Are: The getta!Table™ dining network features the industry’s best restaurants in Boston, Providence, and Chicago. Acquire new fans and find loyal customers by being a part of an exclusive network that diners trust. Why It’s Important: getta!Table™ lets restaurants optimally utilize their existing fan base by converting their Facebook x presence into customer acquisition, retention, and sales. Why It’s Different: Our business model differs heavily from the Groupon/LivingSocial model, which leaves restaurants facing high commissions, poor returns on investment, and low customer retention rates. Why It Works: getta!Table™ makes it easy for quality restaurants to enter the emerging market of Facebook ecommerce. The best part is, we’ve already done the extensive research required to equip restaurants with the industry’s best practices.
Welcome to getta!Table™How It Works: Through the getta! Key Takeaways:Table™ software toolkit, restaurantsare able to craft their own coupons, Marketing Engine: Restaurants haveoffers, and ecards directly on their 100% control over offer management. NoFacebook fan pages. commission fees or outrageously high- risk deals.• Coupons: Customers receive a free menuitem with or without the purchase of another Commerce Engine: Checkout happensmenu item, e.g. free fries when you buy an directly on the merchant’s Facebook page.entrée. Fans never have to leave the page. All money from purchases goes directly into• eCards/eGift Cards: Customer (or the merchant bank accounts.person they are giving it to) receiveselectronic card via email. This allows for Customer Management Tool: Providebranding possibilities, can be used as part of coupons, eCards, and offers to your fansa loyalty program, and can include added and acquire more fans and emailperks, e.g. free dessert with purchase. addresses.• Special Events/Offers: Customers pay for Data Engine: Acquire email addressesa ticket to a special event or for discounted and other info about fans and friends ofdeal. fans via OpenSocial Graph hooks that also promote viral sharing. Technology-Friendly Engine: Installation takes <10 min. with cloud redemption capabilities and social media links for
Why Use Facebook? • Facebook is shifting its focus to commerce. The new fan page design is an indicator that Facebook is serious about making it easier for merchants to engage in commerce. • Fans spend more time on Facebook than on almost any other online site. The same people who eat in your restaurants are spending 8 hours per week on the site. Approximately 53% of the people who use Facebook always have it open. • The most common way that people find out about restaurants is from their friends and friends of friends. Facebook is the perfect medium for word-of- mouth referrals and directing those referrals to appropriate merchants. • Most people make restaurant plans 6 hours before they walk into a restaurant. Facebook is the perfect platform for informing fans of offers that fill a need – filling seats on a slow Tuesday evening, letting fans know that 3 tables just turned up on an otherwise packed Saturday, etc.
Why Use Facebook? Facebook recently changed page views to reﬂect the new Timeline design.• The “Timeline” acts like a consolidated, real-time website for your business, showing all of your relevant information and content up front.• Through Facebook insights, restaurants are easily able to analyze their fan base by gender, age, location, and a host of other variables. They can also closely monitor the performance of speciﬁc posts and offers.• Through Facebook advertising, restaurants can target users by interests, age, geography, education, and many other ﬁlters in
Timeline Best Practices• Prepare a cover photo 850px x 315px. Avoid low resolution images or images with blue backgrounds.• Choose a profile photo 180px x 180px; a logo is recommended.• Ensure that the Daily Offers app is within view for fans to easily see it. Swap the app order as needed.• Use Facebook Milestones to announce important events for your brand, such as "10K Pizzas Sold!” Use high-resolution photos to avoid a pixelated feel, since the photos will be displayed as 843px x 403px.• Highlight important posts by pinning them to the top of the timeline. Pinning a special offer to the top of the timeline ensures maximum exposure of the offer. There is a 7-day pinned post limit.
Four Keys to Restaurant Facebook Marketing Acquire Fans Activate Fans Convert Fans Keep Fans LoyalOverview:Use the coupon, offers, and eCard functionality of thegetta!Table™ software toolkit to manage your bestcustomers. Keep them engaged and maximize yourreach by incentivizing them to share offers with theirfamily and friends. To best grow and leverage yourFacebook fan base, we recommend following the fourkeys to restaurant Facebook marketing:Key #1: Acquire a geo-targeted fan base.Key #2: Activate fans by giving them a reason to goto your page or restaurant.Key #3: Convert a new fan into a returning customer.Key #4: Turn a returning customer into a loyal fanand brand advocate.
Four Keys to Restaurant Facebook Marketing Acquire Fans Activate Fans Convert Fans Keep Fans LoyalAcquire fans:• Create a coupon featuring a deal that is compelling, clear in its restrictions, andis easily attainable. For example, you may consider offering a free appetizer or a freeentree that is valid only to the first 100 Facebook fans who redeem it on Wednesdays.• Next, create a centralized social media campaign for the coupon. Broadcast theoffer on Twitter. Use a pinned post to feature the offer on your timeline. Create aFacebook ad that links directly to your offer and targets potential new fans.• Offers on your merchant page will also be featured offers on the getta!Table™ diningnetwork. Fans of our network of restaurants will see your offer, even if they are not fansof your page. The more quality offers you post, the more likely that they’ll become fansof your restaurant!• Spend a little time each day socializing on the fan pages of foodies, mothers with foodblogs, and any public page that you would expect your target audience to visit.
Four Keys to Restaurant Facebook Marketing Acquire Fans Activate Fans Convert Fans Keep Fans LoyalActivate fans:• Engage fans daily by asking questions, holdingcontests, and posting pictures. A 4:1 ratio ofengaging posts to self-promotional posts isrecommended.• Craft coupons and offers that encourage socialsharing and discovery, e.g. bring a friend to dinnerand get 20% off on a $50 meal, the first 100Facebook fans who share this offer on Facebookget a free appetizer with purchase of an entrée, etc.• Post pictures or videos of your food orrestaurant on your timeline.
Four Keys to Restaurant Facebook Marketing Acquire Fans Activate Fans Convert Fans Keep Fans LoyalConvert fans:• Craft and announce new deals at least bi-weekly to convert fans into returning customers.• Upsell. Incentivize fans with new menu items,e.g. a free dessert when you try our new entrée.• On your fan page, ask fans for what types ofoffers they would like to see in the future.• Hold contests that reward your fans forinteraction. For example, offer a free dinner toone lucky fan who likes a post or to one fan whocomments about their favorite menu item.
Four Keys to Restaurant Facebook Marketing Acquire Fans Activate Fans Convert Fans Keep Fans LoyalKeep fans loyal:•The eCard is the perfect mechanism forrewarding loyalty in your fans. o Brand the eCard, e.g. “Abigail’s A-list Card.” o Assign tangible benefits that reward loyalty, e.g. for $10 a year, get a table with no wait any day of the week, or for $25 a year, get 10% off your bill every 3 months. o The value added should justify the spending for a consumer.
Facebook Advertising Tips• Specify your precise goals, e.g. driving “likes” to your Examples:fan page or driving a targeted audience to an offer.• Use images featuring attractive individuals, happypeople eating food, and pictures of food. Use images thatare 140px x 100px to minimize the white space betweenimages and copy. Avoid blue backgrounds in the image.Images with bright colors such as red, orange, green, andyellow tend to catch the eyes better.• The copy should emphasize key words such as FREEor $10 OFF or LIKE OUR PAGE by using all caps. Use all-caps only for those words you wish to highlight. Do not useall caps more than 3-4 times in a single copy.• The copy must have a strong call-to-action and must berelevant to your target audience. With just 90 characters towork with, economy of language is key.• The landing page must clearly indicate how toaccomplish your specific goals.• Regularly review the performance of your ads atfacebook.com/ads/manage.
You’re Ready to Sell! Build and manage a Use Facebook data for loyal following better offer targeting Increase and monetize your Facebook fan base
More restaurants, better offers, only on Facebook For any questions/concerns or to submit a tip for our marketing guide, email: Jason@gettatable.com gettaTable.com Facebook.com/gettaTable
Facebook Coupon Case Studies• Campaign: Einstein Bros. Bagels offered a free Bagel and Schmear couponexclusively on Facebook in January 2010.• Objectives: Drive In-store traffic. Acquire Facebook fans for the company.• Tactics: Had a week “soft-launch” before running a large advertising campaigncalled reach block advertising. Then ran a reach block which guaranteed that 100%of a targeted demographic saw an ad.• Results: The fan base grew from 4,700 fans before the coupon to 36,000 fansafter a week without using large-scale advertising. After they used a reach block,they grew to over 400,000 fans in a month’s time.
Facebook Coupon Case Studies• Campaign: P.F. Chang’s launched a free lettuce wrap coupon in July, 2011.•Objectives: Drive in-store traffic. Acquire Facebook fans for the company.•Tactics: Posted about the offer on their wall a total of 15 times during the month ofJuly. P.F. Chang’s also built a Facebook tab as a landing page for advertising.•Results: P.F. Chang restaurants brought in 50,000+ guests, 40% of them newcustomers, during the campaign. The restaurant chain doubled the fan base to420,000 three months after the one-month campaign began.