Social & Online Marketing
Recipe Book for Success
Joe Gabriel
Fishbowl
Copy of Presentation
Joe Gabriel
jgabriel@fishbowl.com
www.fishbowl.com/florida
Twitter/@fishbowljoe
Facebook/@fishbowljoe
Restaurant Survey Findings
• The vast majority of restaurants are
already using Facebook for marketing
purposes –87% of ch...
Confusing Landscape…where do I start?
Recipe Book for Success
 Claim & Manage your online
presence
 Build your
Email, Facebook, Twitter
audience base
 Plan a...
Claim Your Online Presence
What does your potential guests see?
One Stop Solutions
Question?
What is the one thing you need to…
– Make an online reservation?
– Set up a
Facebook, Foursquare or
Twitter acco...
An Email Address!
Set Up Social Media Accounts
Pictures & Video Accounts Too
Optimize your Cover Photo’s
 First Impression
 Create overall Brand
Awareness
 Promote Events &
Specials
Recipe Book for Success
 Claim & Manage your online
presence
 Build your
Email, Facebook, Twitter
audience base
 Plan a...
• In Store
• Paper Sign Up Slips
• Staff Engagement & Incentives
• POP
• To-Go Bags
• QR Codes
• Staff Buttons
• Online
• ...
Building your Facebook Audience
 Make it easy to find
your page
 Reward for “Likes”
 Tie special
incentives to
Facebook...
 Promote your Twitter page on Facebook
 Identify local notables, follow then and re-
tweet their posts
 Create Twitter ...
Utilizing Pinterest to gain followers
 Pin images to promote
Welcome and Birthday
offers (link to e-club join
page)
 Pin...
Goal: Increase Facebook Likes &
Email Subscribers
Case Study : Cross promote to grow
 Promoted Chicken Parm Dinner
to go ...
Goal: Grow Guest Marketing List
prior to store opening
Case Study : Pre Open List Building
 Promoted “VIP” Pre-opening
sw...
Recipe Book for Success
 Claim & Manage your online
presence
 Build your
Email, Facebook, Twitter
audience base
 Plan a...
Elements of a successful program
Mix of 3 elements:
Brand, Community, Loyalty
 18-24 Emails per year
3-4 Loyalty Based
 ...
Birthday Promo
 13,563 members in database
 No-strings attached Birthday
Gift
 40% redemption rates
(versus 8-12% Fishb...
Case Study
WELCOME GIFT
 Free Menu Item
 AVG Cost of Gift $9.50
 57 % Open Rate
 12K Member List
 AVG Check- $55
Content is KEY
 Post, Tweet & Email with a
purpose
 Promote Events, Guest
Experiences, Newsworthy
items
 Use Humor- Hav...
Involve your Guests & Staff
 Create excitement about
your brand
 Include staff in the fun
 Give credit when using
other...
Encourage Feedback…
 Provide “Like this”
opportunities
 Let the Fans give input
 Be Responsive
Recipe Book for Success
 Claim & Manage your online
presence
 Build your Email, Facebook,
Twitter audience base
 Plan a...
Social Media Consumer Interaction
Source: Beyond
You NOW Have to Listen
Consumers weigh
not only online
reviews, but online
engagement by the
restaurant when
deciding to f...
Reputation Tracking
Recipe Book for Success
 Claim & Manage your online
presence
 Build your Email, Facebook,
Twitter audience base
 Plan a...
Sidework
Marketing
 Google Analytics: Traffic; Impact from Digital Promotions; Referral Sites
 Facebook Insights: Likes; Post Views, Post F...
Recipe Book for Success
 Claim & Manage your online
presence
 Build your Email, Facebook, Twitter
audience base
 Plan a...
• Claim your online sites- Google, Foursquare, Yelp, Bing, etc.
• Set up your email account & Social Media Pages (Facebook...
Questions?
Joe Gabriel
Fishbowl
jgabriel@fishbowl.com
www.fishbowl.com/nra
Twitter/@fishbowljoe
Facebook/@fishbowljoe
THANK YOU!
2013 FRLA Marketing Summit Presentation- Social & Online Recipe Book
2013 FRLA Marketing Summit Presentation- Social & Online Recipe Book
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Seminar presentation from July 2013 FRLA Marketing & Operations Summit- Socail & Online Marketing Recipe Book for Success

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2013 FRLA Marketing Summit Presentation- Social & Online Recipe Book

  1. 1. Social & Online Marketing Recipe Book for Success Joe Gabriel Fishbowl
  2. 2. Copy of Presentation Joe Gabriel jgabriel@fishbowl.com www.fishbowl.com/florida Twitter/@fishbowljoe Facebook/@fishbowljoe
  3. 3. 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. • Both Chain and Independent Operators plan to increase social media activity and spending in 2012 and beyond. • Social media monitoring and reputation management is a key initiative for restaurants in 2013. • Responding directly to guests and acquiring email addresses are the two leading objectives for Facebook marketing
  4. 4. Confusing Landscape…where do I start?
  5. 5. Recipe Book for Success  Claim & Manage your online presence  Build your Email, Facebook, Twitter audience base  Plan and execute your online engagement  Listen and Respond to your guests  Prepare monthly report cardPlan on 4-5 hours a week to get started, 2-3 hours a week to maintain
  6. 6. Claim Your Online Presence
  7. 7. What does your potential guests see?
  8. 8. One Stop Solutions
  9. 9. 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?
  10. 10. An Email Address!
  11. 11. Set Up Social Media Accounts
  12. 12. Pictures & Video Accounts Too
  13. 13. Optimize your Cover Photo’s  First Impression  Create overall Brand Awareness  Promote Events & Specials
  14. 14. Recipe Book for Success  Claim & Manage your online presence  Build your Email, Facebook, Twitter audience base  Plan and execute your online engagement  Listen and Respond to your guests  Prepare monthly report card
  15. 15. • In Store • Paper Sign Up Slips • Staff Engagement & Incentives • POP • To-Go Bags • QR Codes • 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 Build Your Email List
  16. 16. Building your Facebook Audience  Make it easy to find your page  Reward for “Likes”  Tie special incentives to Facebook joins  Write engaging & creative posts  Add e-club join to Facebook Timeline  90 day goal: 500 new fans (2000 at one year)
  17. 17.  Promote your Twitter page on Facebook  Identify local notables, follow then and re- tweet their posts  Create Twitter only offers  Use Hashtags (#) often  Keep Tweeting! (3-5 per day) to keep high rankings  List size goals-50% of Facebook fan count  Encourage Re-tweeting about eClub join Building your Twitter Audience
  18. 18. Utilizing Pinterest to gain followers  Pin images to promote Welcome and Birthday offers (link to e-club join page)  Pin often  Connect your account with Facebook and Twitter  Variety is the spice of life!
  19. 19. Goal: Increase Facebook Likes & Email Subscribers Case Study : Cross promote to grow  Promoted Chicken Parm Dinner to go Contest for new Facebook Likes & Email Subscribers  Promoted via Facebook ads, In- store, Foursquare & Twitter  Saw 1000% increase in email subscribers, & 350% increase in Facebook Likes in 3 weeks
  20. 20. Goal: Grow Guest Marketing List prior to store opening Case Study : Pre Open List Building  Promoted “VIP” Pre-opening sweepstakes and offers to grow email list & Facebook Likes  Used in Restaurant signage, Live Facebook chat & Twitter to gain momentum  Gained 750 pre-open Facebook Likes and over 250 email subscribers
  21. 21. Recipe Book for Success  Claim & Manage your online presence  Build your Email, Facebook, Twitter audience base  Plan and execute your online engagement  Listen and Respond to your guests  Prepare monthly report card
  22. 22. 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
  23. 23. 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 Remove the Strings
  24. 24. Case Study WELCOME GIFT  Free Menu Item  AVG Cost of Gift $9.50  57 % Open Rate  12K Member List  AVG Check- $55
  25. 25. Content is KEY  Post, Tweet & Email with a purpose  Promote Events, Guest Experiences, Newsworthy items  Use Humor- Have Fun  DON’T BE BORING
  26. 26. Involve your Guests & Staff  Create excitement about your brand  Include staff in the fun  Give credit when using other people’s pictures
  27. 27. Encourage Feedback…  Provide “Like this” opportunities  Let the Fans give input  Be Responsive
  28. 28. Recipe Book for Success  Claim & Manage your online presence  Build your Email, Facebook, Twitter audience base  Plan and execute your online engagement  Listen and Respond to your guests  Prepare monthly report card
  29. 29. Social Media Consumer Interaction Source: Beyond
  30. 30. You NOW Have to Listen Consumers weigh not only online reviews, but online engagement by the restaurant when deciding to frequent a restaurant for the first time. Source- Conversocial 2012
  31. 31. Reputation Tracking
  32. 32. Recipe Book for Success  Claim & Manage your online presence  Build your Email, Facebook, Twitter audience base  Plan and execute your online engagement  Listen and Respond to your guests  Prepare monthly report card
  33. 33. Sidework Marketing
  34. 34.  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  RSMI- Restaurant Social Media Index Available Resources Tracking Resources Use FREE resources available to you to measure & track digital media campaigns
  35. 35. Recipe Book for Success  Claim & Manage your online presence  Build your Email, Facebook, Twitter audience base  Plan and execute your online engagement  Listen and Respond to your guests  Prepare monthly report card  Extra Tidbit- How to Manage it all
  36. 36. • 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,etc. √ Respond to guest comments (monitor review sites) √ Track results, communicate to staff • Can’t find the time? Hire someone. It’s worth it. Recap
  37. 37. Questions?
  38. 38. Joe Gabriel Fishbowl jgabriel@fishbowl.com www.fishbowl.com/nra Twitter/@fishbowljoe Facebook/@fishbowljoe THANK YOU!

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