Turns your Facebook page into a commerce page Restaurant Marketing Cookbook
Table of Contents • Welcome to getta!Table • Why Use Facebook? • Facebook Timeline Best Practices • Four Keys to Restaurant Facebook Marketing • Facebook Advertising Tips • Appendix: Facebook Coupon Case Studies
Welcome to getta!Table™ Who We Are: The getta!Table™ dining network features the industry’s best restaurants in Boston, Providence, and Chicago. Acquire new fans and find loyal customers by being a part of an exclusive network that diners trust. Why It’s Important: getta!Table™ lets restaurants optimally utilize their existing fan base by converting their Facebook presence into customer acquisition, retention, and sales. x Why It’s Different: Our business model differs heavily from the Groupon/LivingSocial model, which leaves restaurants facing high commissions, poor returns on investment, and low customer retention rates.
Welcome to getta!Table™ Sell E-Cards to YourFans! Sell e-Cards, including e-Gift Cards, directly from your Facebook page. Point consumers from your website or from your restaurant to your Facebook page to buy their e-Card including e-Gift Cards. Acquire fans and capture emails while selling e-Cards. No transaction charges or hidden fees.
Welcome to getta!Table™ Gain Fans with Coupons! Offer coupons for free items such as dessert, 2-1 entrees, or free drink. Allows for rapid fan acquisition and are the main mechanism through which restaurant offers go viral. Free items on coupons often generate more traffic than equivalent discounts. Coupons drive website and Facebook views and likes. Capture fans and emails.
Welcome to getta!Table™Promote Special Events & Offers! Compose exclusive offers that you can schedule in advance. Presell seats for special events and occasions. Post promotional deals that require fan likes or other fan activation experiences. Offer deals on food items for which you completely manage quantity, valid dates, and discount amounts.
Welcome to getta!Table™ Key Takeaways: Marketing Engine: Restaurants have 100% control over offer management. No commission fees or outrageously high- risk deals. Commerce Engine: Checkout happens directly on the merchant’s Facebook page. Fans never have to leave the page. All money from purchases goes directly into merchant bank accounts. Customer Management Tool: Provide coupons, eCards, and offers to your fans and acquire more fans and email addresses. Data Engine: Acquire email addresses and other info about fans and friends of fans via OpenSocial Graph hooks that also promote viral sharing. Technology-Friendly Engine: Installation takes <5 min. With cloud redemption capabilities and social media links for
Why Use Facebook? Fans spend more time on Facebook than on almost any other online site: The same people who eat in your restaurants are spending 8 hours per week on the site. Approximately 53% of the people who use Facebook always have it open. Most people make restaurant plans 6 hours before they walk into a restaurant: Facebook is the perfect platform for informing fans of offers that ﬁll a need – ﬁlling seats on a slow Tuesday evening, letting fans know that 3 tables just turned up on an otherwise packed Saturday, etc. The most common way that peopleﬁnd out about restaurants is fromtheir friends and friends of friends:Facebook is the perfect medium for word-of-mouth referrals and directing those referralsto appropriate merchants.
Why Use Facebook? Facebook recently changed page views to reﬂect the new Timeline design.• The “Timeline” acts like a consolidated, real-time website for your business, showing all of your relevant information and content up front.• Through Facebook insights, restaurants are easily able to analyze their fan base by gender, age, location, and a host of other variables. They can also closely monitor the performance of speciﬁc posts and offers.• Through Facebook advertising, restaurants can target users by interests, age, geography, education, and many other ﬁlters in
Timeline Best Practices• Prepare a cover photo 850px x 315px. Avoid low resolution images or images with blue backgrounds.• Choose a proﬁle photo 180px x 180px; a logo is recommended.• Ensure that the Daily Offers app is within view for fans to easily see it. Swap the app order as needed.• Use Facebook Milestones to announce important events for your brand, such as "10K Pizzas Sold!” Use high-resolution photos to avoid a pixelated feel, since the photos will be displayed as 843px x 403px.• Highlight important posts by pinning them to the top of the timeline. Pinning a special offer to the top of the timeline ensures maximum exposure of the offer. There is a 7-day pinned post limit.
Four Keys to RestaurantMarketing Acquire Fans Activate Fans Convert Fans Keep Fans Loyal Overview: Use the coupon, offers, and eCard functionality of the getta!Table™ software toolkit to manage your best customers. To best grow and leverage your Facebook fan base, we recommend following the four keys to restaurant Facebook marketing: Key #1: Acquire a geo-targeted fan base. Key #2: Activate fans by giving them a reason to go to your page or restaurant. Key #3: Convert a new fan into a returning customer. Key #4: Turn a returning customer into a loyal fan and brand advocate.
Four Keys to RestaurantMarketing Acquire Fans Activate Fans Convert Fans Keep Fans Loyal Acquire Fans • Create a coupon featuring a deal that is compelling, clear in its restrictions, and is easily attainable. •Next, create a centralized social media campaign for the coupon: Broadcast the offer on Twitter. Use a pinned post to feature the offer on your timeline. Create a Facebook ad that links directly to your offer and targets potential new fans. • Spend a little time each day socializing: Interact on the fan pages of foodies, mothers with food blogs, and any public page that you would expect your target audience to visit.
Four Keys to RestaurantMarketing Acquire Fans Activate Fans Convert Fans Keep Fans Loyal Activate Fans • Engage fans daily by asking questions, holding contests, and posting pictures. A 4:1 ratio of engaging posts to self- promotional posts is recommended. • Craft coupons and offers that encourage social sharing and discovery, e.g. bring a friend to dinner and get 20% off on a $50 meal, the ﬁrst 100 Facebook fans who share this offer on Facebook get a free appetizer with purchase of an entrée, etc. • Post pictures or videos of your food or restaurant on your timeline.
Four Keys to RestaurantMarketing Acquire Fans Activate Fans Convert Fans Keep Fans Loyal Convert Fans • Craft and announce new deals at least bi- weekly to convert fans into returning customers. This ensures that they have a reason to regularly return to your page. • Upsell. Incentivize fans with new menu items, e.g. a free dessert when you try our new entrée through deals and offers that you control. • Hold contests that reward your fans for interaction. For example, offer a free dinner to one lucky fan who likes a post or to one fan who comments about their favorite menu item.
Four Keys to RestaurantMarketing Acquire Fans Activate Fans Convert Fans Keep Fans Loyal Keep Fans Loyal • The eCard is the perfect mechanism for rewarding loyalty in your fans. • Brand the eCard, e.g. “Abigail’s A-list Card.” to ﬁt your needs. • Assign tangible beneﬁts that reward loyalty, e.g. for $10 a year, get a table with no wait any day of the week, or for $25 a year, get 10% off your bill every 3 months
Facebook Advertising Tips• Specify your precise goals, e.g. driving Examples: “likes” to your fan page or driving a targeted audience to an offer.• Use images featuring attractive individuals, happy people eating food, and pictures of food. Use images that are 140px x 100px to minimize the white space between images and copy. Avoid blue backgrounds in the image. Images with bright colors such as red, orange, green, and yellow tend to catch the eyes better.• The copy should emphasize key words such as FREE or $10 OFF or LIKE OUR PAGE by using all caps and must have a strong call- to-action. Do not use all caps more than 3-4 times in a single copy.• The landing page must clearly indicate how to accomplish your speciﬁc goals.
You’re Ready to Sell! Build and manage a Use Facebook data for loyal following better offer targeting Increase and monetize your Facebook fan base
More restaurants, better offers, only on Facebook For any questions/concerns or to submit a tip for our marketing guide, email: Jason@gettatable.com gettaTable.com Facebook.com/gettaTable
Facebook Coupon Case Studies• Campaign: Einstein Bros. Bagels offered a free Bagel and Schmear couponexclusively on Facebook in January 2010.• Objectives: Drive In-store traffic. Acquire Facebook fans for the company.• Tactics: Had a week “soft-launch” before running a large advertisingcampaign called reach block advertising. Then ran a reach block whichguaranteed that 100% of a targeted demographic saw an ad.• Results: The fan base grew from 4,700 fans before the coupon to 36,000fans after a week without using large-scale advertising. After they used areach block, they grew to over 400,000 fans in a month’s time.
Facebook Coupon Case Studies• Campaign: P.F. Chang’s launched a free lettuce wrap coupon in July,2011.•Objectives: Drive in-store traffic. Acquire Facebook fans for the company.•Tactics: Posted about the offer on their wall a total of 15 times during themonth of July. P.F. Chang’s also built a Facebook tab as a landing page foradvertising.•Results: P.F. Chang restaurants brought in 50,000+ guests, 40% of themnew customers, during the campaign. The restaurant chain doubled the fanbase to 420,000 three months after the one-month campaign began.