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2011 NAPICS seminar- Social Media & Email Marketing A Winning Recipe 2 20-2011
 

2011 NAPICS seminar- Social Media & Email Marketing A Winning Recipe 2 20-2011

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Presentation slides from 2/20/11 at NAPICS in Columbus, Ohio

Presentation slides from 2/20/11 at NAPICS in Columbus, Ohio

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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
  • In your plan you will need to decide where you would like Vouchers to live and how they are going to be accounted for from that channel.I find that email is the best way because it is setting the expectation of what they are going to receive so they will subscribe.It is an incentive to open the closed loop that Social Media is plus customers like consistency but a surprise every once and a whileYou want to control the database! It is yours!Use the Social Sphere should be used for opening the doors (customer service, events, continued engagement)Listen and ask your customers in the social sphere to help plan your voucher program.
  • In your plan you will need to decide where you would like Vouchers to live and how they are going to be accounted for from that channel.I find that email is the best way because it is setting the expectation of what they are going to receive so they will subscribe.It is an incentive to open the closed loop that Social Media is plus customers like consistency but a surprise every once and a whileYou want to control the database! It is yours!Use the Social Sphere should be used for opening the doors (customer service, events, continued engagement)Listen and ask your customers in the social sphere to help plan your voucher program.
  • Examples of using postcards to fully integrated contests and sweepstakes within social media platforms.

2011 NAPICS seminar- Social Media & Email Marketing A Winning Recipe 2 20-2011 2011 NAPICS seminar- Social Media & Email Marketing A Winning Recipe 2 20-2011 Presentation Transcript

  • Social Media and E-mail Marketing-A Winning Recipe for Restaurants
    Sunday, February 20, 2011
  • Fishbowl Cocktail Facts
    10 years old, 130+ employees- Alexandria, VA based
    The leading provider of on-demand marketing software and services to the restaurant industry
    Serving over 40,000 restaurant locations
    Managing an opt-in member database of over 50 million guests
    More than 1.5 billion email messages distributed annually
    Technology and services designed specifically for the restaurant industry
    Chosen partner of leading organizations in the restaurant industry…
  • Agenda
    • Marketing’s Evolution
    • What is Social Media?
    • Why is it relevant for Restaurants
    • Social Media Sites & Tactics
    • Why Email Is still the most effective marketing tool?
    • Integrating with Social and Email Marketing
    • Q&A
  • Marketing’s Evolution…
    Traditional
    Marketing
    • Telemarketing
    • Direct mail
    • Print ads
    • TV Commercials
    • Radio Ads
    • SPAM
    Online
    Marketing
    • SEO / SEM
    • Permission based Email
    • Social Media
    • RSS Feeds
    • Review sites & Directories
    • Mobile Interaction
  • What is Social Media?
    “Social media is an umbrella term that defines
    the various activities that integrate technology,
    social interaction, and the construction of
    words and pictures.”
    -Wikipedia
  • How is Social Media being used?
    Sharing Content
    Information Search
    Events/Promotions
    Blogging
    Communications
    Videos/Photos/Music
    Gaming
  • Most Importantly…
    Focus on Being Social!
    Have a dialogue…Engage the conversation
    Build Relationships
    Listen and Respond to comments
    Be Unique and Creative
    Ask and Answer Questions
  • Restaurants and Social Media
  • Social Media = Loyal Guests
    60% of fans and 79% of followers are more likely to recommend a brand they fan and follow.
    51% of fans and 67%of followers are more likely to buy from the brands they fan and follow.
    Chadwick Martin Bailey and Imoderate Research Technologies ,2010
    500 Million Active Worldwide Facebook users
    20 million people “like” a brand each day!
  • Social Media Roadmap…Confusing?
  • …Little Bit Less Confusing
    Loyalty
    Acquisition
    11
  • …Lot Less Confusing
    Loyalty
    Marketing
    Two basic steps:
    Build a customer database:
    • Email
    • Facebook fans
    • Twitter followers
    • SMS lists
    2. Engage with them:
    • Listen to them
    • Share with them
    • Thank them
  • Facebook
    People on Facebook
    More than 500 million active users
    50% of our active users log on to Facebook in any given day
    Average user has 130 friends
    People spend over 700 billion minutes per month on Facebook
    Activity on Facebook
    There are over 900 million objects that people interact with (pages, groups, events and community pages)
    Average user is connected to 80 community pages, groups and events
    Average user creates 90 pieces of content each month
    More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
    Mobile
    There are more than 200 million active users currently accessing Facebook through their mobile devices.
    People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
    There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products
  • Twitter
    10 Billion Tweets
    140 Characters or less
    50 Million Tweets per day
    Over 25 Million registered Users
  • Foursquare
    Launched March 2009
    Over 6 Million users
    Over 1 million “Check In’s” per day over 380M total
    Mobile Social Networking with “Gaming Component”
    Restaurants offer Specials and events to engage users
  • Why Email Marketing?
    • More than 204,000,000 Americans use email regularly
    -Pew Internet & American Life Project & Google Public
    Data (April 2010)
    • 86% have given their email to a retailer
    • $43.52 returned for every dollar spent in 2009
    -Direct Marketing Association (2009)
    • Restaurant customers open and
    respond to a restaurant’s email
    • 75% of daily social media users said email is still
    the best way for companies to communicate
    with them.
    - Marketing Sherpa (2010)
    • “41 percent of consumers surveyed by the NRA say they
    choose new restaurants because of e-mail promotions... ” -National Restaurant Association (2010)
  • Is email really Social?
    How are people sharing?
  • How To Grow Your Lists
    • 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
  • ROI Increases with Database Growth
    More members  more opens  more traffic  greater ROI.
    Email database size benchmarks by restaurant category*:
    Growing your audience can result in 2 to 4 times greater returns than average.
    *Data as of December 2010, rounded to the nearest 100
    19
  • Elements of a successful program
    Mix of 3 elements: Brand, Community, Loyalty
    • 2-3 Loyalty “gifts” annually to drive enrollment and baseline ROI (ex: BOGO entrée gifts on Welcome, Birthday, Anniversary)
    • 12-18 brand and community messages per year
    • 1-2 other “Surprise” offers, usually one-day offers
    = Total of 18-24 communications per year
  • Incentivize your loyal customers
  • 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
  • Integrate Email with Social Media
    Capture and maximize your
    fans information
    There are over 400 million registered social media users. Capture those “Fans”, “Followers” and “Friends” and integrate them into your restaurant’s email club
    75% of daily social media users said email is still the best way for companies communicate
    with them.
    - Marketing Sherpa (2010)
  • Fan Signs Up for
    E-club
    Connecting Facebook Fans to Email databases
  • Key Reasons to integrate
    Cross promotion
    Encourage sharing of offers and information
    Guest engagement
    Drive Loyalty
    Capture consumer data
    Close the loop
  • Facebook Email Join Form
    26
  • Strengthen Guest Relationships
    Extend your restaurant’s relationship with its
    email club members by offering an easy way
    to connect on social media sites such as
    Facebook , Twitter, Yelp! And OpenTable. With just the click of a button within the email messages, subscribers can become fans and followers of your restaurant’s social media profiles.
    71% of business executives use email to promote their presence on Facebook & Twitter
    -eMarketer 2010
  • Facebook contest with designated email blast
    28
  • Turn Your Customers into Promoters
    Social Sharing Links:
    A simple click of the Facebook sharing button,
    inserted into your restaurant’s emails, and
    recipients can promote your restaurant’s
    messages to their friends across the
    Facebook network. The average social media user has
    nearly 200 friends with which to share your restaurant’s
    messages
    Facebook Stats:
    The average Facebook user has 120 “friends,” and their
    communications pack the power of a personal referral –
    not advertising clutter.
  • Multi-Channel Promotions
    2010 Campaign drove 313,764 offline and 171,563 online opt-ins for the new “Denny’s Rewards” Program. More than nine times the total 50,816 guest registrations gained via the 2009 campaign.
  • How To Manage Your Online Marketing Program
    • 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
    • Set aside 60-120 minutes every week to work on your guest marketing
    • Plan for 1 to 2 promotions per month
    • Compose and send emails (post to Facebook, Twitter, or SMS too)
    • Respond to guest comments (monitor review sites)
    • Track results, communicate to staff
    • Can’t find the time? Hire someone. It’s worth it.
  • In Review
    • Jump in with both feet
    • Be Social
    • Make Time
    • Maintain & Update
    • Content, Content, Content
    • Integrate with Email
    • Keep Score
  • Questions?
  • THANK YOU!
    Twitter.com/fishbowljoe
    Facebook.com/fishbowljoe
    jgabriel@fishbowl.com
    Stop by Booth #604 for more info
    NAPICS Show special- FREE Custom Template