October 28, 2013
Social & Online
Marketing
Recipe Book for Success
Breakout # 1
Joe Gabriel
Fishbowl






The vast majority of restaurants
are already using Facebook for
marketing purposes –87% of
chains and 79% of
inde...
Confusing Landscape…
Where should I start?









Claim and manage your
online presence
Build your audience base
Plan and execute your online
engagement
Liste...
First Impression
 Create overall Brand
Awareness
 Promote Events
& Specials

Use custom Tab “apps” to
Promote:
 Menus
 Event Calendar
 E-Club enrollment
 Pinterest/Instagram
 “Like” Gated offers









Claim and manage your
online presence
Build your audience base
Plan and execute your online
engagement
Liste...
Building your Facebook Audience
 Make it easy to find
your page
 Reward for “Likes”
 Tie special incentives
to Facebook...
Building your Twitter Audience
 Promote your Twitter page on Facebook
 Identify local notables, follow them and
re-tweet...
Pin images to promote
Welcome and Birthday
offers (link to e-club join
page)
 Pin often
 Connect your account
with Faceb...


Goal: Increase Facebook
Likes & Email Subscribers



Promoted Chicken Parm Dinner ToGo Contest for new Facebook Likes
...


Goal: Grow Guest
Marketing List prior to store
opening



Promoted “VIP” Pre-opening
sweepstakes and offers to grow
em...









Claim and manage your
online presence
Build your audience base
Plan and execute your
online engagement
Liste...


18-24 Emails per year



5-7 Facebook posts
per week



10-20 Twitter posts
per week

Email?
Post to Facebook?
Tweet?
Post, Tweet & Email
with a purpose
 Promote Events,
Guest Experiences,
Newsworthy items
 Use Humor- Have
Fun
 DON’T BE ...





Create excitement about
your brand
Include staff in the fun
Give credit when using
other people’s pictures
Provide “Like this”
opportunities
 Let the Fans give
input
 Be Responsive










Claim and manage your
online presence
Build your audience base
Plan and execute your online
engagement
Liste...
Consumers weigh
not only online
reviews, but online
engagement by the
restaurant when
deciding to
frequent a
restaurant fo...
Social Media Consumer Interaction

Source: Beyond
DO


Respond Publically.



You’re not only responding to the guest
who wrote the review - you’re responding
to anyone w...









Claim and manage your
online presence
Build your audience base
Plan and execute your online
engagement
Liste...
Sidework
Marketing
Use FREE resources available to you to measure & track digital media campaigns

Available Resources
 Google Analytics: Tr...








Claim and manage your
online presence
Build your audience base
Plan and execute your online
engagement
Liste...
Take A Deep Breath and Jump In
• Claim your online sites- Google, Foursquare, Yelp, Bing, etc.
• Set up your email account...
Joe Gabriel
Fishbowl
jgabriel@fishbowl.com
www.fishbowl.com/ohio
Twitter/@fishbowljoe
Facebook/@fishbowljoe



Shon Christy
EAT DRINK PROMOTE


Facebook



Twitter



Pinterest



Yelp



Foursquare



You Tube



Google +



Linkedin








140 Characters
Hashtags = #
at = @
Realtime Communications - Talk Back!!
Reply, Retweet, Favorite
Tweet Away





Be Visual
Follow - Follow Back
Use Tools
◦ Hootsuite, Tweetdeck,
Socialoomph



3 Components to
Customize






City Guide - Food, Entertainment, Retail
Peer Reviews
Directions & Information
Deals & Gift Cards
Mobile Functionality


Search Restaurants & Bars by:
◦
◦
◦
◦
◦

Match
Distance
Rating
Pricing
Deals


Complete the Business
Profile



Add an Owner/Manager



Respond to all Feedback!



Be Visually Appealing!


User Views & Actions
◦ Check-ins
◦ Directions
◦ Mobile Calls
◦ Website Views
◦ Deals Sold (If Applicable)







Geo-Location Based Social Media Application
Check-In at Venues
Unlock Specials
Create Lists
Get Badges
Search & Check-Ins


Patrons can search based
on their geographic location



Explore Function
◦ Popular Spots
◦ Past Ch...


Newbie



Check-In



Flash



Swarm



Friends


Check in Patterns get
Badges



Appeal to Badge Collectors



Check-ins earn points
◦ Competition


This is your # 1 Fan



Celebrate the Mayor
◦ Pictures in Venue
◦ On Website


Are customers CheckingIn?



Do they share to Facebook
& Twitter?



Calculate ROI
◦ Include Redemption
Codes on Spec...







Low Competition
Create Search Friendly Profiles
Organizational Pages - Customize
Groups
Endorsements








Search Friendly Outlet
Great for Blog Sharing
Posting Similar to Facebook
+1
Customize Profile Picture and B...







Business and Personal Pages
Create Pins and Link
Create Boards - Birthday
Ideas, Recipes, Specials, Community, ...
Instagram
•Instagram may only be 3
years old but it has one of the
largest followings on the web.

•There are over 150 mil...
Instagram
•
•
•
•
•
•

Share your food
Tweet what you eat
Pictures of the view
Customers
Hashtag Campaigns

Instagram Menu...
Facebook - Advanced
•
•
•
•

Contests
Paid Advertising
Graph Search
Integrating Other Social


Quick Contact - Hours - Directions



Event Calendar



360 Tours



Menu & Ordering



Link all Social Media Outle...
Grow Revenue: Get Online and Boost Sales - Social Media Track 201
Grow Revenue: Get Online and Boost Sales - Social Media Track 201
Grow Revenue: Get Online and Boost Sales - Social Media Track 201
Grow Revenue: Get Online and Boost Sales - Social Media Track 201
Grow Revenue: Get Online and Boost Sales - Social Media Track 201
Grow Revenue: Get Online and Boost Sales - Social Media Track 201
Grow Revenue: Get Online and Boost Sales - Social Media Track 201
Grow Revenue: Get Online and Boost Sales - Social Media Track 201
Grow Revenue: Get Online and Boost Sales - Social Media Track 201
Grow Revenue: Get Online and Boost Sales - Social Media Track 201
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Grow Revenue: Get Online and Boost Sales - Social Media Track 201

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PowerPoint slides from Social Media Track 201 portion of the Grow Revenue: Get Online and Boost Sales Restaurant Education Series event hosted by the Ohio Restaurant Association for their members.

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Grow Revenue: Get Online and Boost Sales - Social Media Track 201

  1. 1. October 28, 2013
  2. 2. Social & Online Marketing Recipe Book for Success Breakout # 1 Joe Gabriel Fishbowl
  3. 3.    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 2014 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 should I start?
  5. 5.      Claim and manage your online presence Build your audience base Plan and execute your online engagement Listen and respond to your guests Prepare monthly report card Plan on 4-5 hours a week to get started, 2-3 hours a week to maintain
  6. 6. First Impression  Create overall Brand Awareness  Promote Events & Specials 
  7. 7. Use custom Tab “apps” to Promote:  Menus  Event Calendar  E-Club enrollment  Pinterest/Instagram  “Like” Gated offers
  8. 8.      Claim and manage your online presence Build your audience base Plan and execute your online engagement Listen and respond to your guests Prepare monthly report card
  9. 9. 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)
  10. 10. Building your Twitter Audience  Promote your Twitter page on Facebook  Identify local notables, follow them 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
  11. 11. 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! 
  12. 12.  Goal: Increase Facebook Likes & Email Subscribers  Promoted Chicken Parm Dinner ToGo Contest for new Facebook Likes & Email Subscribers Promoted via Facebook ads, Instore, Foursquare & Twitter Saw 1000% increase in email subscribers, & 350% increase in Facebook Likes in 3 weeks  
  13. 13.  Goal: Grow Guest Marketing List prior to store opening  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  
  14. 14.      Claim and manage your online presence Build your audience base Plan and execute your online engagement Listen and respond to your guests Prepare monthly report card
  15. 15.  18-24 Emails per year  5-7 Facebook posts per week  10-20 Twitter posts per week Email? Post to Facebook? Tweet?
  16. 16. Post, Tweet & Email with a purpose  Promote Events, Guest Experiences, Newsworthy items  Use Humor- Have Fun  DON’T BE BORING 
  17. 17.    Create excitement about your brand Include staff in the fun Give credit when using other people’s pictures
  18. 18. Provide “Like this” opportunities  Let the Fans give input  Be Responsive 
  19. 19.      Claim and manage your online presence Build your audience base Plan and execute your online engagement Listen and respond to your guests Prepare monthly report card
  20. 20. 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
  21. 21. Social Media Consumer Interaction Source: Beyond
  22. 22. DO  Respond Publically.  You’re not only responding to the guest who wrote the review - you’re responding to anyone who reads that review.  Keep Tone Light.  Online tone can often be misunderstood, so keep that in mind when typing your response. Keep responses simple. Take longer discussions offline.  Balance Your Response Frequency. Don’t respond to every online review - if you do, it can come off as overbearing. Try responding to every negative review, and perhaps to every 5th positive review. DO NOT Don’t reward or incentivize guests for positive reviews. Review sites like Yelp frown upon and will even remove reviews if they feel they were influenced by incentives to post. Don’t ask Don’t ask for more information, or invite them to Like you on Facebook or join the email club. Keep to the task at hand. Don’t be Combative. Take a deep breath. The last thing you want to do is sound angry . Remember that others are viewing your responses.
  23. 23.      Claim and manage your online presence Build your audience base Plan and execute your online engagement Listen and respond to your guests Prepare monthly report card
  24. 24. Sidework Marketing
  25. 25. 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  RSMI- Restaurant Social Media Index
  26. 26.       Claim and manage your online presence Build your 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
  27. 27. Take A Deep Breath and Jump In • 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.
  28. 28. Joe Gabriel Fishbowl jgabriel@fishbowl.com www.fishbowl.com/ohio Twitter/@fishbowljoe Facebook/@fishbowljoe
  29. 29.   Shon Christy EAT DRINK PROMOTE
  30. 30.  Facebook  Twitter  Pinterest  Yelp  Foursquare  You Tube  Google +  Linkedin
  31. 31.       140 Characters Hashtags = # at = @ Realtime Communications - Talk Back!! Reply, Retweet, Favorite Tweet Away
  32. 32.    Be Visual Follow - Follow Back Use Tools ◦ Hootsuite, Tweetdeck, Socialoomph  3 Components to Customize
  33. 33.     City Guide - Food, Entertainment, Retail Peer Reviews Directions & Information Deals & Gift Cards
  34. 34. Mobile Functionality  Search Restaurants & Bars by: ◦ ◦ ◦ ◦ ◦ Match Distance Rating Pricing Deals
  35. 35.  Complete the Business Profile  Add an Owner/Manager  Respond to all Feedback!  Be Visually Appealing!
  36. 36.  User Views & Actions ◦ Check-ins ◦ Directions ◦ Mobile Calls ◦ Website Views ◦ Deals Sold (If Applicable)
  37. 37.      Geo-Location Based Social Media Application Check-In at Venues Unlock Specials Create Lists Get Badges
  38. 38. Search & Check-Ins  Patrons can search based on their geographic location  Explore Function ◦ Popular Spots ◦ Past Check-Ins  Create Specials and Stand Out!!!
  39. 39.  Newbie  Check-In  Flash  Swarm  Friends
  40. 40.  Check in Patterns get Badges  Appeal to Badge Collectors  Check-ins earn points ◦ Competition
  41. 41.  This is your # 1 Fan  Celebrate the Mayor ◦ Pictures in Venue ◦ On Website
  42. 42.  Are customers CheckingIn?  Do they share to Facebook & Twitter?  Calculate ROI ◦ Include Redemption Codes on Specials to include in your POS
  43. 43.      Low Competition Create Search Friendly Profiles Organizational Pages - Customize Groups Endorsements
  44. 44.       Search Friendly Outlet Great for Blog Sharing Posting Similar to Facebook +1 Customize Profile Picture and Banner Google = Good
  45. 45.     Business and Personal Pages Create Pins and Link Create Boards - Birthday Ideas, Recipes, Specials, Community, Food, Loc ation Like and Share Pins & Boards
  46. 46. Instagram •Instagram may only be 3 years old but it has one of the largest followings on the web. •There are over 150 million users on this platform. •There are 16 billion photos shared . •There are also 1 billion likes that happen every day.
  47. 47. Instagram • • • • • • Share your food Tweet what you eat Pictures of the view Customers Hashtag Campaigns Instagram Menus
  48. 48. Facebook - Advanced • • • • Contests Paid Advertising Graph Search Integrating Other Social
  49. 49.  Quick Contact - Hours - Directions  Event Calendar  360 Tours  Menu & Ordering  Link all Social Media Outlets  Share Photographs  Push Notifications
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