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November 5, 20129:30 am – 1:00 pm
Welcome and Introductions   Speakers   ORA Strategic Partners   ORA StaffAgenda   Lunch Format and Raffle Prizes   Fo...
45 Marketing Tips in 45 Minutes            Presented byJaime Oikle, Running Restaurants.com
45 Online Marketing Tips forRestaurants...                   Jaime Oikle                   -- RestaurantWebGuy.com        ...
#1) Prioritizing: Online Marketing    Pyramid                  1         Web                            Site              ...
#2) Review Your Website… On a desktop… With different browsers… Laptop… iPad… Smartphone… From Google (places) From...
#3) Have Contact Info on Home &All…
#4) Have Great Photos…
#5) Highlight Your People…
…and look for more greatpeople…
#6) Make Money FromTransactions… Events Reservations Online Ordering Merchandise Gift Certificates
#7) Make Money FromEvents/Parties/Catering
#8) Menu Importance on Website1. A top thing looked at2. Should be done in     HTML3.   Not with images /     flash4.   PD...
GET FLASH…
Their mainbrunch menupage
Menus and Content…
#9) SEO TIPS… Good SEO = top positioning = increased    exposure   Have good Page Titles   Keyword usage   Keep conten...
Page Titles for SEO…   Restaurant name   City / State   Cuisine   Keywords   All pages!
#10) Getting Traffic to Your Site…  In store             Email newsletter    Menu               Social media    Host ...
#11) Use Google Analytics…
#12) Types of Email Messages… Brand & Community (12-18)  Marketing  Content  Events  Charity Loyalty (2-3)  Welcome...
#13) Elements of an Email… Subject Line          Event info Restaurant logo       Specials Branding              A “...
#14) Email FormatIdeas…              Subject Line: “November                    at Flemings - An Early                    ...
#15) Restaurants & Birthdays Everyone has one! Everyone loves theirs! 1-2 or more b-day  meals! Send great offer!    ...
#16) Calendar Events & Email                Email Subject Line:                 “REMINDER: Make                 Your Fath...
#17) Promoting @ The Weather Let them know  you‟re open! Show your  toughness! Show there for  community! Charity tie-...
Promoting @ The Weather
#18) Email Math…                    2000 list @ $30                    2 msg/mo = 4000                     msg          ...
#19) Text vs. Paper… Paper coupons have a life of less than 4  days Mobile coupons have a life of 21 days 98% of Text m...
Text Case Study: El Chico Cafe                   1st Promotion                   Buy 1 entrée get 2nd                   ...
#20) How to List Build… Staff Table tent /  placemats Menu / check  presenter Bowl / Box / Paper  slips POS receipts...
#21) What to Talk About… ICEE (Inspire,         Kid stuff…  Connect, Entertain,  Educate)               Holiday & Go „...
#22) Get a Great Cover Photo onFB Big! Changeable No URL‟s No calls to action No contact info
Cover Photos…
#23) Pin & Highlight Content onFB
Highlighted Content…
#24) Post Photos on Facebook…
Photo Content…
#25) Claim Your Listings on ReviewSites                       You‟re already                        there                ...
Claim Your Listings: where to    go… Google Places: http:// www.google.com/places Bing Maps: http:// www.bingbusinesspor...
#26) Know that Mobile is Kicking A** 50.4% smartphones in US (Nielsen 3/12) 81% browse the Internet 77% search 68% use...
#27) Get a Mobile Site
Home Page via Mobile
Mobile Optimized…
#28) Mobile Site Elements… Name & logo Location (addr, city, state, zip) Hours / Map / Direction Email & social links...
#29) Know Key Mobile Sites/Apps…
Yelp Search…
Foursquare…
Urbanspoon App…
#30) Try Some Mobile Ads…                      “Its not too late                      to be early with                    ...
#31) Do Takeout? Do MobileOrdering…
#32) Use QR codes on… Table  tents/posters… Menus… Doors/signage… Print Ads… Postcard… Menu presenter Business card...
#33) Link QR codes to… Daily specials Menus Drinks Order pages Reservations Nutritional info Email or text join Ev...
#34) Think About Getting an App Icon! Notifications Better experience Self contained Faster Ordering Pull vs. top o...
#35) Growing Your Twitter Followers… Ensure Readiness… Website/Email/Faceboo  k Signage/Table Tents,  etc. Follow… Go...
#36) Do a Tweetup… Twitter users event Meet at restaurant Post text and photos #hashtag Buzz Large awareness Fun!
Tweet Case Study: CRAVE
Tweetup: The Results…
#37) Use Tools Like Tweetdeck…
#38) Reasons for Video… The I‟s…   Immersive   Impactful   Inexpensive   Immediacy Sharing & Viral   Embed & cross ...
#39) Video Tips… Short Moving Informative Entertaining Focused Branded
What to do with Video… Kitchen scene & menu Wine & Beer Mixologist Private Party space Catering / Classes Events… C...
Video Examples… Link: http://www.theram.com/beer.html
Video Examples… Link: http://www.bourbonny.com
#40) Blogging for Restaurants                   Deeper                    connection                   Tell a story     ...
#41) Get on LinkedIn… Business professionals “Facebook for  businesses” Skews male / older / higher income Networking ...
What to do on LinkedIn… Complete a good profile Build your network Join & participate in groups Post updates Particip...
LinkedIn: Profile…   Full name & photo   Headline (title)   Work Experience   Schools   Website links   Get customiz...
#42) Location Based Sites  “Check-ins”  Mobile  Smart phones  GPS  Game  Incentives
#43) Start Playing With Pinterest… Virtual pinboards Social sharing: pin,  repin, like, comment,  follow Top 20 site (1...
Pinterest: Restaurants to check out… http://pinterest.com/unclemaddios http://pinterest.com/redmango http://pinterest.c...
#44) Instagram for Restaurants… Mobile App Photo filters Great retro images! Encourage customers  to post with #hashta...
#45) Finding Time For It All… Website: 30 min       LinkedIn: 15-20 min                        Blogging: 30-60 min Ema...
“Successful Online Marketing forRestaurants” 6 sessions + mini classes Websites Facebook Twitter, YouTube LinkedIn &  ...
Email for slides…jaime@runningrestaurants.co m
 Jaime Oikle Email: jaime@runningrestaurants.com
How to Reap the Benefits of Positive      Word of Mouth with Yelp           Presented by      Christina Christian, Yelp
How the ORA Can Help Promote Your            Business          Presented by      Jarrod Clabaugh, ORA
Social Media at Jeni’s Splendid Ice              Creams          Presented by      Charley Bauer, Jeni’s
Charly Bauer@CharlyAtJenis
1. Why you need Social Media.2. What will be your return on investment, ROI.3. Where to spend limited resources?
what you learn today will work for you IF.....you make the best ice cream in the world.
http://www.qsrweb    .com/blog/873    7/Restaurant-    Social-Media-    Top-10-    Infographic
Increase awareness and understanding of ourbrand—with a focus on driving sales at:1. our retail partners2. our shops and o...
Tumblr
http://www.youtube.com/watch?v=ZUl0ZQC6HV8&feature=related
Mostly in the CloudGoogle Apps Not MicrosoftGmail based email...
Camp What-A-Wonder Campfire Cooking Chat5-6 groups participated at any timehttp://www.youtube.com/watch?v=B5ctne8vY7w
Infographic from  Word of Mouth  Marketing  Association
12 – 1 pm Networking Lunch     Visit Each Strategic Partner     Network with Your Peers    1 pm Raffle Drawings
 Please   Complete a Session Evaluation Save   the Date! NAPICS, February 17-18                THANK YOU!
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
ORA Restaurant Social Media Summit
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  • my pleasure to welcome you to our RES event, the Restaurant SM Summit – Tips to Getting & Keeping more customers. We know time is money and appreciate that you are investing four hours with us, so in order to make the most of your time, I will keep my comments very brief.
  • Just some brief introductions – Speakers, ORA Strategic Partners, StaffOur panel of experts will speak from 9:30 – 11:45, then we’ll take a break for 15 minutes so you can network with attendees, speakers and strategic partners.Lunch will begin at 12 and at about 12:50 we’ll draw raffle prize winners and wrap up, so we’ll be done as promised at 1. Please be sure to visit each Strategic Partner and get their sticker for your card so you can enter to win fantastic prizes!I wanted to review the contents in your folder.Housekeeping:Emergency Exit, restrooms if you need to take a break, cell phones to vibrate, you have a Lunch catered by ORA member Polaris Grill
  • Jaime Oikle, RunningRestaurants.com
  • Christina Christian, Yelp
  • Jarrod Clabaugh, Ohio Restaurant Association
  • Charly Bauer, Jeni’s Splendid Ice Creams
  • Please take a few moments to complete the session evaluation so we can continue to improve on our member offerings.Save the date for NAPICS, 2/17-18Lots of thank you’sTo our fantastic speakers To the ORA staff for your participation today and a special so to Bren CueniThank you to ORA Strategic Partners and To you our members for your membership investment and your contributions to the Ohio foodservice industry
  • Transcript of "ORA Restaurant Social Media Summit"

    1. 1. November 5, 20129:30 am – 1:00 pm
    2. 2. Welcome and Introductions Speakers ORA Strategic Partners ORA StaffAgenda Lunch Format and Raffle Prizes Folder Contents Attendee Networking ListHousekeeping
    3. 3. 45 Marketing Tips in 45 Minutes Presented byJaime Oikle, Running Restaurants.com
    4. 4. 45 Online Marketing Tips forRestaurants... Jaime Oikle -- RestaurantWebGuy.com -- RunningRestaurants.com
    5. 5. #1) Prioritizing: Online Marketing Pyramid 1 Web Site Importanc Text Email Marketing Messaging 2 e Facebook Claim Listings Mobile Site Twitter YouTube Linked Blogging In3 Social Location Apps QR codes other… Mobile other…
    6. 6. #2) Review Your Website… On a desktop… With different browsers… Laptop… iPad… Smartphone… From Google (places) From Yelp/Urbanspoon Foursquare/Citysearch And more…
    7. 7. #3) Have Contact Info on Home &All…
    8. 8. #4) Have Great Photos…
    9. 9. #5) Highlight Your People…
    10. 10. …and look for more greatpeople…
    11. 11. #6) Make Money FromTransactions… Events Reservations Online Ordering Merchandise Gift Certificates
    12. 12. #7) Make Money FromEvents/Parties/Catering
    13. 13. #8) Menu Importance on Website1. A top thing looked at2. Should be done in HTML3. Not with images / flash4. PDF as a backup5. PDF have link back to site6. Easy to update
    14. 14. GET FLASH…
    15. 15. Their mainbrunch menupage
    16. 16. Menus and Content…
    17. 17. #9) SEO TIPS… Good SEO = top positioning = increased exposure Have good Page Titles Keyword usage Keep content fresh Have menu in text/html Don‟t use flash Add content (more pages)  Blog  Email archive  Coupons / Specials  Chefs / People / Awards Claim your listings
    18. 18. Page Titles for SEO…  Restaurant name  City / State  Cuisine  Keywords  All pages!
    19. 19. #10) Getting Traffic to Your Site…  In store  Email newsletter  Menu  Social media  Host Stand  SEO  Post Card  Cross links  Check Presenter  Google ad words  Business Cards  Facebook ads  Table Tents  etc.  Claim listings  Have content  Keep at it…
    20. 20. #11) Use Google Analytics…
    21. 21. #12) Types of Email Messages… Brand & Community (12-18)  Marketing  Content  Events  Charity Loyalty (2-3)  Welcome, birthday, anniversary Surprise (1-2)  Black Friday GC offer… 18 – 24 per year (1-2 per month)
    22. 22. #13) Elements of an Email… Subject Line  Event info Restaurant logo  Specials Branding  A “hook” (consistent)  A deadline Great photo(s)  Easy to transact Headline & Tagline  Timely Body text  Full contact info Reason why  Various website bullets links Offer(s)  Reservation link… Call to action(s)  Social media links Content
    23. 23. #14) Email FormatIdeas… Subject Line: “November at Flemings - An Early Holiday Gift for You” (sent 11/1) Quick Links & Nav links Nice Main Offer and Photo Gift Card Offer Content: Steak & Wine
    24. 24. #15) Restaurants & Birthdays Everyone has one! Everyone loves theirs! 1-2 or more b-day meals! Send great offer!  Don‟t be stingy…  Try no strings… High redemption rate Bring others with them!! Celebratory event! Try to uncover b-days!
    25. 25. #16) Calendar Events & Email  Email Subject Line: “REMINDER: Make Your Fathers Day & Graduation Reservations Early”  Top of mind awareness!
    26. 26. #17) Promoting @ The Weather Let them know you‟re open! Show your toughness! Show there for community! Charity tie-ins Be ready for big storms…
    27. 27. Promoting @ The Weather
    28. 28. #18) Email Math…  2000 list @ $30  2 msg/mo = 4000 msg  $30/4000 = $.0075  25% = 1000 opens  1000 opens at $.03/ea  1000 opens = 30 customer
    29. 29. #19) Text vs. Paper… Paper coupons have a life of less than 4 days Mobile coupons have a life of 21 days 98% of Text messages are read Average text message is read in 4 minutes Paper coupons have less than 1% redemption rate. Mobile Coupons have a 10% to 30% redemption rate Forwarding = viral marketing
    30. 30. Text Case Study: El Chico Cafe  1st Promotion  Buy 1 entrée get 2nd half price & 2 for 1 Margaritas  487 people in Database  5.3% Redemption in 1st 4 hrs  19.7% Redemption in 7 days  $2,592Revenue  $94.50 Investment  2,742% ROI
    31. 31. #20) How to List Build… Staff Table tent / placemats Menu / check presenter Bowl / Box / Paper slips POS receipts Loyalty Programs QR code Website & Online
    32. 32. #21) What to Talk About… ICEE (Inspire,  Kid stuff… Connect, Entertain, Educate)  Holiday & Go „Behind the seasonal… Scenes‟  Sports… Photos & Videos  GC‟s & Events… merchandise… New menu items… Promotions…  Catering & Sweepstakes / Takeout… Contest  Party Planning… Restaurant news…
    33. 33. #22) Get a Great Cover Photo onFB Big! Changeable No URL‟s No calls to action No contact info
    34. 34. Cover Photos…
    35. 35. #23) Pin & Highlight Content onFB
    36. 36. Highlighted Content…
    37. 37. #24) Post Photos on Facebook…
    38. 38. Photo Content…
    39. 39. #25) Claim Your Listings on ReviewSites  You‟re already there  Take control…  Web & mobile…  Decisions being made!  Monitor…
    40. 40. Claim Your Listings: where to go… Google Places: http:// www.google.com/places Bing Maps: http:// www.bingbusinessportal.com Yahoo Local: http:// listings.local.yahoo.com Yelp: http://biz.yelp.com/signup Urbanspoon: click “Is this your restaurant” Tripadvisor: click “update business details” Citysearch: http://www.citygridmedia.com/advertise- locally/ Foursquare: https://foursquare.com/business
    41. 41. #26) Know that Mobile is Kicking A** 50.4% smartphones in US (Nielsen 3/12) 81% browse the Internet 77% search 68% use an app 48% use it to get coupons and vouchers 95% use smart phone to look for local information like pizza places, movie show times 77% have contacted a business, with 61% calling and 59% visiting the local business 74% make a purchase based on a smart phone search. 88% use browsed information to take a decision on the same day. Yet 72% of website owners don‟t have a mobile optimized website.
    42. 42. #27) Get a Mobile Site
    43. 43. Home Page via Mobile
    44. 44. Mobile Optimized…
    45. 45. #28) Mobile Site Elements… Name & logo Location (addr, city, state, zip) Hours / Map / Direction Email & social links Menu Events Coupons/Specials Reservations, Ordering, GC‟s Other…
    46. 46. #29) Know Key Mobile Sites/Apps…
    47. 47. Yelp Search…
    48. 48. Foursquare…
    49. 49. Urbanspoon App…
    50. 50. #30) Try Some Mobile Ads… “Its not too late to be early with mobile advertising”
    51. 51. #31) Do Takeout? Do MobileOrdering…
    52. 52. #32) Use QR codes on… Table tents/posters… Menus… Doors/signage… Print Ads… Postcard… Menu presenter Business cards Receipts…
    53. 53. #33) Link QR codes to… Daily specials Menus Drinks Order pages Reservations Nutritional info Email or text join Events Offers / Coupons Videos / photos Survey & more…
    54. 54. #34) Think About Getting an App Icon! Notifications Better experience Self contained Faster Ordering Pull vs. top of mind
    55. 55. #35) Growing Your Twitter Followers… Ensure Readiness… Website/Email/Faceboo k Signage/Table Tents, etc. Follow… Good Posts Retweet / Reply… Tweetup… Be active & take part
    56. 56. #36) Do a Tweetup… Twitter users event Meet at restaurant Post text and photos #hashtag Buzz Large awareness Fun!
    57. 57. Tweet Case Study: CRAVE
    58. 58. Tweetup: The Results…
    59. 59. #37) Use Tools Like Tweetdeck…
    60. 60. #38) Reasons for Video… The I‟s…  Immersive  Impactful  Inexpensive  Immediacy Sharing & Viral  Embed & cross post
    61. 61. #39) Video Tips… Short Moving Informative Entertaining Focused Branded
    62. 62. What to do with Video… Kitchen scene & menu Wine & Beer Mixologist Private Party space Catering / Classes Events… Customers… Community…
    63. 63. Video Examples… Link: http://www.theram.com/beer.html
    64. 64. Video Examples… Link: http://www.bourbonny.com
    65. 65. #40) Blogging for Restaurants  Deeper connection  Tell a story  Personality
    66. 66. #41) Get on LinkedIn… Business professionals “Facebook for businesses” Skews male / older / higher income Networking Connection Job Hunting & Recruiting Doing Business!
    67. 67. What to do on LinkedIn… Complete a good profile Build your network Join & participate in groups Post updates Participate in “Answers” Create Company Page
    68. 68. LinkedIn: Profile…  Full name & photo  Headline (title)  Work Experience  Schools  Website links  Get customized URL  Recommendations  Connect Twitter  Publically Available
    69. 69. #42) Location Based Sites  “Check-ins”  Mobile  Smart phones  GPS  Game  Incentives
    70. 70. #43) Start Playing With Pinterest… Virtual pinboards Social sharing: pin, repin, like, comment, follow Top 20 site (1.36 MM/day) 68% female 28% $100k+ 15.8 min/day (FB 12.1
    71. 71. Pinterest: Restaurants to check out… http://pinterest.com/unclemaddios http://pinterest.com/redmango http://pinterest.com/tendergreens http://pinterest.com/newkscafe http://pinterest.com/LevyRestaura nts http://pinterest.com/swifty711/
    72. 72. #44) Instagram for Restaurants… Mobile App Photo filters Great retro images! Encourage customers to post with #hashtags Like / Comment / Share / Follow
    73. 73. #45) Finding Time For It All… Website: 30 min  LinkedIn: 15-20 min  Blogging: 30-60 min Email: 1 hour  Mobile: 15 min Text:15 min  Location: 20 min Facebook: 1 hour  Apps: 15-20 min Listings: 1 hour  QR: 10 min Twitter: 30-60 min  Other: 15-30 min  Total: @ 8 hours (10- YouTube: 30 min 12)
    74. 74. “Successful Online Marketing forRestaurants” 6 sessions + mini classes Websites Facebook Twitter, YouTube LinkedIn & Blogging Email & Text Message Marketing, plus List Building Mobile, Apps, QR, Location Recap & Integration
    75. 75. Email for slides…jaime@runningrestaurants.co m
    76. 76.  Jaime Oikle Email: jaime@runningrestaurants.com
    77. 77. How to Reap the Benefits of Positive Word of Mouth with Yelp Presented by Christina Christian, Yelp
    78. 78. How the ORA Can Help Promote Your Business Presented by Jarrod Clabaugh, ORA
    79. 79. Social Media at Jeni’s Splendid Ice Creams Presented by Charley Bauer, Jeni’s
    80. 80. Charly Bauer@CharlyAtJenis
    81. 81. 1. Why you need Social Media.2. What will be your return on investment, ROI.3. Where to spend limited resources?
    82. 82. what you learn today will work for you IF.....you make the best ice cream in the world.
    83. 83. http://www.qsrweb .com/blog/873 7/Restaurant- Social-Media- Top-10- Infographic
    84. 84. Increase awareness and understanding of ourbrand—with a focus on driving sales at:1. our retail partners2. our shops and online
    85. 85. Tumblr
    86. 86. http://www.youtube.com/watch?v=ZUl0ZQC6HV8&feature=related
    87. 87. Mostly in the CloudGoogle Apps Not MicrosoftGmail based email...
    88. 88. Camp What-A-Wonder Campfire Cooking Chat5-6 groups participated at any timehttp://www.youtube.com/watch?v=B5ctne8vY7w
    89. 89. Infographic from Word of Mouth Marketing Association
    90. 90. 12 – 1 pm Networking Lunch Visit Each Strategic Partner Network with Your Peers 1 pm Raffle Drawings
    91. 91.  Please Complete a Session Evaluation Save the Date! NAPICS, February 17-18 THANK YOU!
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