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2012 ohio show (napics) seminar claiming & managing your online marketing  1 27 2012
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2012 ohio show (napics) seminar claiming & managing your online marketing 1 27 2012

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  • 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

Transcript

  • 1. Claiming and Managing Your Online Presence Joe Gabriel Fishbowl
  • 2. Agenda Back to The Future  How to use the database Online landscape (loyalty, brand, community Claiming your Online events) Presence  The importance listening - Where do I start?  How Do I Keep Score Managing My Online  How to manage it all Marketing  Q&A Building a multi-channel database
  • 3. THEN
  • 4. NOW
  • 5. Marketing’s Evolution…What We Did What We Do• Telemarketing • SEO / SEM• Direct mail • Permission based• Print ads Email• TV Commercials • Social Media• Radio Ads • RSS Feeds• SPAM • Review sites & Directories • Mobile Interaction
  • 6. Restaurant Survey Findings • The vast majority of restaurants • Social media monitoring and are already using Facebook for reputation management is a key marketing purposes –87% of chains and 79% of independents. initiative for restaurants in 2011. • Twitter has significantly less • Responding directly to guests and traction than Facebook. acquiring email addresses are the Further, it is embraced by chains more so than Independents. two leading objectives for Facebook marketing • Both Chain and Independent Operators plan to increase social media activity and spending in 2011 and beyond.
  • 7. Confusing Landscape…where do I start?
  • 8. 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
  • 9. Claim Your Online Presence
  • 10. Verify content and info
  • 11. One Stop Solutions
  • 12. 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
  • 13. 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?
  • 14. An Email Address!
  • 15. Set Up Your Email Account
  • 16. And On Twitter
  • 17. You Tube too
  • 18. Single Log-In Management ToolsManage fromone place
  • 19. 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
  • 20. 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
  • 21. 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
  • 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)
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. Is email really Social? Mobile Devices New Media Marketing Social Email Media How are people sharing?
  • 27. 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 Tweet to your network incl, min purchase server! (Facebook, of $20 required. Twitter) which in One-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.
  • 28. 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
  • 29. 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
  • 30. 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…
  • 31. 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.
  • 32. 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 33
  • 33. 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)
  • 34. 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
  • 35. Social Media Consumer Interaction Source: Beyond 2011
  • 36. Conversations about your Restaurant are rampant
  • 37. 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
  • 38. SM Monitoring
  • 39. 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
  • 40. SideworkMarketing
  • 41. 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
  • 42. 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
  • 43. 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!
  • 44. Closing Thoughts…Do… Don’t be…• Get started • Intrusive• Make time • Slapdash• Involve staff • Cheap• Keep score • Boring
  • 45. Questions?
  • 46. THANK YOU! Joe Gabriel Fishbowl jgabriel@fishbowl.comwww.fishbowl.com/ohio Twitter/@fishbowljoeFacebook/@fishbowljoe