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2011 IHMRS Presentation: Managing Your Online Marketing
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2011 IHMRS Presentation: Managing Your Online Marketing

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In today’s ever changing marketplace, hospitality business operators have another title to add to their resume- Online Marketer. The explosion of social media and online solutions provide a fantastic …

In today’s ever changing marketplace, hospitality business operators have another title to add to their resume- Online Marketer. The explosion of social media and online solutions provide a fantastic opportunity for operators to engage their guests and grow loyalty and sales. The list of questions from operators range from “Where do I start?” to “Who and How do I manage this?” and “How can I streamline these efforts?” This informative seminar will take you through the recipe book for success and provide clarity and demonstrate where and how to claim your online presence, how to manage your presence on sites like Facebook, Google and Twitter to maximize your efforts to drive guests into your business, and where and how to track your presence online.

Published in: Technology, Business

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  • 1. Managing Your Online & Social Media MarketingTuesday, November 15, 2011
  • 2. Agenda • Marketing’s Evolution • Online landscape • Claiming your Online Presence • Where do I start? • Managing My Online Marketing • What should I be doing? • How do I do it? • Who should do it? • How do I keep score? • Q&A
  • 3. Marketing’s Evolution… Traditional Online Marketing Marketing –SEO / SEM – Telemarketing –Permission based Email – Direct mail –Social Media – Print ads –RSS Feeds – TV Commercials –Review sites & Directories – Radio Ads –Mobile Interaction – SPAM
  • 4. Consumer Trends US consumers now spend more hours online than watching TV or any other leisure activity
  • 5. Restaurant Survey Findings• The vast majority of restaurants are already using Facebook for marketing purposes –87% of chains and 79% of independents.• Twitter has significantly less traction than Facebook. Further, it is embraced by chains more so than Independents.• Social media monitoring and reputation management is a key initiative for restaurants in 2011.• Responding directly to guests and acquiring email addresses are the two leading objectives for Facebook marketing• Both Chain and Independent Operators plan to increase social media activity and spending in 2011 and beyond.
  • 6. Confusing Landscape…where do I start?
  • 7. sm3 Recipe Book 1. Claim your online presence 2. Manage your online presence 3. Build your Email, Facebook, Twitter audience base 4. Plan and execute your daily/weekly/monthly marketing 5. Prepare monthly report card Plan on 4-5 hours a week initially, 2-3 hours a week later on
  • 8. Claim Your Online Sites
  • 9. Verify content and info
  • 10. One Stop Solutions
  • 11. sm3 Recipe Book 1. Claim your online presence 2. Manage your online presence 3. Build your Email, Facebook, Twitter audience base 4. Plan and execute your daily/weekly/monthly marketing 5. Prepare monthly report card Plan on 4-5 hours a week initially, 2-3 hours a week later on
  • 12. Set Up Email Account
  • 13. Launch on Twitter
  • 14. Single Log-In Management Tools
  • 15. Hootsuite Dashboard
  • 16. sm3 Recipe Book 1. Claim your social media sites 2. Manage your online presence 3. Build your Email, Facebook, Twitter audience 4. Plan and execute your daily/weekly/monthly marketing 5. Prepare monthly report card Plan on 4-5 hours a week initially, 2-3 hours a week later on
  • 17. 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 600 Million Active Worldwide Facebook users 20 million people “like” a brand each day!
  • 18. 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
  • 19. Building your Facebook Audience • Make it easy to find your page • Reward for “Likes” (drives viral) • Check-in deals (drives viral) • Write engaging posts (drives Likes and comments) • 90 day goal: 500 new fans (2000 at one year)
  • 20. 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
  • 21. Building your Twitter Audience• Promote your Twitter page on Facebook• Identify local notables, follow then and retweet their posts• Create Twitter only offers• Keep Tweeting! (3-5 per day) to keep high rankings• List size goals-50% of Facebook fan count
  • 22. sm3 Recipe Book 1. Claim your online presence 2. Manage your online presence 3. Build your Email, Facebook, Twitter audience 4. Plan and execute your daily/weekly/monthly marketing 5. Prepare monthly report card Plan on 4-5 hours a week initially, 2-3 hours a week later on
  • 23. Social= Viral = Word of Mouth Foursquare Facebook • Customer "checks" • How’s this for a • Tax day fatigue? in with your tax deduction--- Come in 4/15 for restaurant, finds out $10.40 off a check of about promotion take $10.40 off $20 or more. and this is broadcast your check, April Restrictions apply. 15th only! Alcohol to their social Just show your network (Facebook, & gratuity not Tweet to your Twitter) which in incl, min purchase server! turn advertises your of $20 required. venue to his or her One-time offer. friends, gaining Email Mention you read this on exposure to even more people. Facebook! Tweet
  • 24. 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
  • 25. Case StudyBirthday 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
  • 26. 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…
  • 27. Off Beat is GoodSMOOCH YOUR POOCHStop in any Wednesday in April withyour dog to get a free large cheesepizza.No Dog? Bring your significant otherpet*You may be required to kiss thatanimal on the lips to prove thatsignificant other pet is really yours.
  • 28. Twitter Case Study Grew sales on usually “Lost” Days Due to inclimate weather by engaging Guests on Twitter. Gained regional exposure On local TV and print- priceless
  • 29. Case Study: Bun-ny Hunt Locate the hidden QR code in-store And 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)
  • 30. sm3 Recipe Book 1. Claim your online presence 2. Manage your online presence 3. Build your Email, Facebook, Twitter audience 4. Plan and execute your daily/weekly/monthly marketing 5. Prepare monthly report card Plan on 4-5 hours a week initially, 2-3 hours a week later on
  • 31. Sidework Marketing
  • 32. Social Media Monitoring
  • 33. Insights & AnalyticsUse 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
  • 34. 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 √ 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.
  • 35. Questions?
  • 36. Thank You! Joe Gabriel Fishbowl jgabriel@fishbowl.com twitter/fishbowljoe facebook/fishbowljoe www.fishbowl.com/newjersey