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ORA Restaurant Education Series Social Media Summit
 

ORA Restaurant Education Series Social Media Summit

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  • my pleasure to welcome you to our RES event, the Restaurant SM Summit – Tips to Getting & Keeping more customers. We know time is money and appreciate that you are investing four hours with us, so in order to make the most of your time, I will keep my comments very brief.
  • Just some brief introductions – Speakers, ORA Strategic Partners, StaffOur panel of experts will speak from 9:30 – 11:45, then we’ll take a break for 15 minutes so you can network with attendees, speakers and strategic partners.Lunch will begin at 12 and at about 12:50 we’ll draw raffle prize winners and wrap up, so we’ll be done as promised at 1. Please be sure to visit each Strategic Partner and get their sticker for your card so you can enter to win fantastic prizes!I wanted to review the contents in your folder.Housekeeping:Emergency Exit, restrooms if you need to take a break, cell phones to vibrate, you have a Lunch catered by ORA member Polaris Grill
  • Jaime Oikle, RunningRestaurants.com
  • Christina Christian, Yelp
  • Jarrod Clabaugh, Ohio Restaurant Association
  • Jarrod Clabaugh, Ohio Restaurant Association
  • Jarrod Clabaugh, Ohio Restaurant Association
  • Charly Bauer, Jeni’s Splendid Ice Creams
  • Please take a few moments to complete the session evaluation so we can continue to improve on our member offerings.Save the date for NAPICS, 2/17-18Lots of thank you’sTo our fantastic speakers To the ORA staff for your participation today and a special so to Bren CueniThank you to ORA Strategic Partners and To you our members for your membership investment and your contributions to the Ohio foodservice industry

ORA Restaurant Education Series Social Media Summit ORA Restaurant Education Series Social Media Summit Presentation Transcript

  • Nov. 5, 20129:30 a.m. – 1:00 p.m.
  • Welcome and Introductions Speakers ORA Strategic Partners ORA StaffAgenda Lunch Format and Raffle Prizes Folder Contents Attendee Networking ListHousekeeping
  • 45 Marketing Tips in 45 Minutes Presented by:Jaime Oikle, Running Restaurants.com
  • 45 Online Marketing Tips forRestaurants... Jaime Oikle -- RestaurantWebGuy.com -- RunningRestaurants.com
  • #1) Prioritizing: Online Marketing Pyramid 1 Web Site Importanc Text Email Marketing Messaging 2 e Facebook Claim Listings Mobile Site Twitter YouTube Linked Blogging In3 Social Location Apps QR codes other… Mobile other…
  • #2) Review Your Website… On a desktop… With different browsers… Laptop… iPad… Smartphone… From Google (places) From Yelp/Urbanspoon Foursquare/Citysearch And more…
  • #3) Have Contact Info on Home &All…
  • #4) Have Great Photos…
  • #5) Highlight Your People…
  • …and look for more greatpeople…
  • #6) Make Money FromTransactions… Events Reservations Online Ordering Merchandise Gift Certificates
  • #7) Make Money FromEvents/Parties/Catering
  • #8) Menu Importance on Website1. A top thing looked at2. Should be done in HTML3. Not with images / flash4. PDF as a backup5. PDF have link back to site6. Easy to update
  • GET FLASH…
  • Their mainbrunch menupage
  • Menus and Content…
  • #9) SEO TIPS… Good SEO = top positioning = increased exposure Have good Page Titles Keyword usage Keep content fresh Have menu in text/html Don‟t use flash Add content (more pages)  Blog  Email archive  Coupons / Specials  Chefs / People / Awards Claim your listings
  • Page Titles for SEO…  Restaurant name  City / State  Cuisine  Keywords  All pages!
  • #10) Getting Traffic to Your Site…  In store  Email newsletter  Menu  Social media  Host Stand  SEO  Post Card  Cross links  Check Presenter  Google ad words  Business Cards  Facebook ads  Table Tents  etc.  Claim listings  Have content  Keep at it…
  • #11) Use Google Analytics…
  • #12) Types of Email Messages… Brand & Community (12-18)  Marketing  Content  Events  Charity Loyalty (2-3)  Welcome, birthday, anniversary Surprise (1-2)  Black Friday GC offer… 18 – 24 per year (1-2 per month)
  • #13) Elements of an Email… Subject Line  Event info Restaurant logo  Specials Branding  A “hook” (consistent)  A deadline Great photo(s)  Easy to transact Headline & Tagline  Timely Body text  Full contact info Reason why  Various website bullets links Offer(s)  Reservation link… Call to action(s)  Social media links Content
  • #14) Email FormatIdeas… Subject Line: “November at Flemings - An Early Holiday Gift for You” (sent 11/1) Quick Links & Nav links Nice Main Offer and Photo Gift Card Offer Content: Steak & Wine
  • #15) Restaurants & Birthdays Everyone has one! Everyone loves theirs! 1-2 or more b-day meals! Send great offer!  Don‟t be stingy…  Try no strings… High redemption rate Bring others with them!! Celebratory event! Try to uncover b-days!
  • #16) Calendar Events & Email  Email Subject Line: “REMINDER: Make Your Fathers Day & Graduation Reservations Early”  Top of mind awareness!
  • #17) Promoting @ The Weather Let them know you‟re open! Show your toughness! Show there for community! Charity tie-ins Be ready for big storms…
  • Promoting @ The Weather
  • #18) Email Math…  2000 list @ $30  2 msg/mo = 4000 msg  $30/4000 = $.0075  25% = 1000 opens  1000 opens at $.03/ea  1000 opens = 30 customer
  • #19) Text vs. Paper… Paper coupons have a life of less than 4 days Mobile coupons have a life of 21 days 98% of Text messages are read Average text message is read in 4 minutes Paper coupons have less than 1% redemption rate. Mobile Coupons have a 10% to 30% redemption rate Forwarding = viral marketing
  • Text Case Study: El Chico Cafe  1st Promotion  Buy 1 entrée get 2nd half price & 2 for 1 Margaritas  487 people in Database  5.3% Redemption in 1st 4 hrs  19.7% Redemption in 7 days  $2,592Revenue  $94.50 Investment  2,742% ROI
  • #20) How to List Build… Staff Table tent / placemats Menu / check presenter Bowl / Box / Paper slips POS receipts Loyalty Programs QR code Website & Online
  • #21) What to Talk About… ICEE (Inspire,  Kid stuff… Connect, Entertain, Educate)  Holiday & Go „Behind the seasonal… Scenes‟  Sports… Photos & Videos  GC‟s & Events… merchandise… New menu items… Promotions…  Catering & Sweepstakes / Takeout… Contest  Party Planning… Restaurant news…
  • #22) Get a Great Cover Photo onFB Big! Changeable No URL‟s No calls to action No contact info
  • Cover Photos…
  • #23) Pin & Highlight Content onFB
  • Highlighted Content…
  • #24) Post Photos on Facebook…
  • Photo Content…
  • #25) Claim Your Listings on ReviewSites  You‟re already there  Take control…  Web & mobile…  Decisions being made!  Monitor…
  • Claim Your Listings: where to go… Google Places: http:// www.google.com/places Bing Maps: http:// www.bingbusinessportal.com Yahoo Local: http:// listings.local.yahoo.com Yelp: http://biz.yelp.com/signup Urbanspoon: click “Is this your restaurant” Tripadvisor: click “update business details” Citysearch: http://www.citygridmedia.com/advertise- locally/ Foursquare: https://foursquare.com/business
  • #26) Know that Mobile is Kicking A** 50.4% smartphones in US (Nielsen 3/12) 81% browse the Internet 77% search 68% use an app 48% use it to get coupons and vouchers 95% use smart phone to look for local information like pizza places, movie show times 77% have contacted a business, with 61% calling and 59% visiting the local business 74% make a purchase based on a smart phone search. 88% use browsed information to take a decision on the same day. Yet 72% of website owners don‟t have a mobile optimized website.
  • #27) Get a Mobile Site
  • Home Page via Mobile
  • Mobile Optimized…
  • #28) Mobile Site Elements… Name & logo Location (addr, city, state, zip) Hours / Map / Direction Email & social links Menu Events Coupons/Specials Reservations, Ordering, GC‟s Other…
  • #29) Know Key Mobile Sites/Apps…
  • Yelp Search…
  • Foursquare…
  • Urbanspoon App…
  • #30) Try Some Mobile Ads… “Its not too late to be early with mobile advertising”
  • #31) Do Takeout? Do MobileOrdering…
  • #32) Use QR codes on… Table tents/posters… Menus… Doors/signage… Print Ads… Postcard… Menu presenter Business cards Receipts…
  • #33) Link QR codes to… Daily specials Menus Drinks Order pages Reservations Nutritional info Email or text join Events Offers / Coupons Videos / photos Survey & more…
  • #34) Think About Getting an App Icon! Notifications Better experience Self-contained Faster Ordering Pull vs. top of mind
  • #35) Growing Your Twitter Followers… Ensure Readiness… Website/Email/Faceboo k Signage/Table Tents, etc. Follow… Good Posts Retweet / Reply… Tweetup… Be active & take part
  • #36) Do a Tweetup… Twitter users event Meet at restaurant Post text and photos #hashtag Buzz Large awareness Fun!
  • Tweet Case Study: CRAVE
  • Tweetup: The Results…
  • #37) Use Tools Like Tweetdeck…
  • #38) Reasons for Video… The I‟s…  Immersive  Impactful  Inexpensive  Immediacy Sharing & Viral  Embed & cross post
  • #39) Video Tips… Short Moving Informative Entertaining Focused Branded
  • What to do with Video… Kitchen scene & menu Wine & Beer Mixologist Private Party space Catering / Classes Events… Customers… Community…
  • Video Examples… Link: http://www.theram.com/beer.html
  • Video Examples… Link: http://www.bourbonny.com
  • #40) Blogging for Restaurants  Deeper connection  Tell a story  Personality
  • #41) Get on LinkedIn… Business professionals “Facebook for businesses” Skews male / older / higher income Networking Connection Job Hunting & Recruiting Doing Business!
  • What to do on LinkedIn… Complete a good profile Build your network Join & participate in groups Post updates Participate in “Answers” Create Company Page
  • LinkedIn: Profile…  Full name & photo  Headline (title)  Work Experience  Schools  Website links  Get customized URL  Recommendations  Connect Twitter  Publically Available
  • #42) Location Based Sites  “Check-ins”  Mobile  Smart phones  GPS  Game  Incentives
  • #43) Start Playing With Pinterest… Virtual pinboards Social sharing: pin, repin, like, comment, follow Top 20 site (1.36 MM/day) 68% female 28% $100k+ 15.8 min/day (FB 12.1
  • Pinterest: Restaurants to check out… http://pinterest.com/unclemaddios http://pinterest.com/redmango http://pinterest.com/tendergreens http://pinterest.com/newkscafe http://pinterest.com/LevyRestaura nts http://pinterest.com/swifty711/
  • #44) Instagram for Restaurants… Mobile App Photo filters Great retro images! Encourage customers to post with #hashtags Like / Comment / Share / Follow
  • #45) Finding Time For It All… Website: 30 min  LinkedIn: 15-20 min Email: 1 hour  Blogging: 30-60 min Text:15 min  Mobile: 15 min  Location: 20 min Facebook: 1 hour  Apps: 15-20 min Listings: 1 hour  QR: 10 min Twitter: 30-60 min  Other: 15-30 min YouTube: 30 min  Total: @ 8 hours (10- 12)
  • “Successful Online Marketing forRestaurants” 6 sessions + mini classes Websites Facebook Twitter, YouTube LinkedIn & Blogging Email & Text Message Marketing, plus List Building Mobile, Apps, QR, Location Recap & Integration
  • Email for slides…jaime@runningrestaurants.co m
  •  Jaime Oikle Email: jaime@runningrestaurants.com
  • How to Reap the Benefits of Positive Word of Mouth with Yelp Presented by: Christina Christian, Yelp
  • Page88
  • 1. What is Yelp?2. How can I optimize my presence on Yelp and attract new customers?3. What is the best approach when responding to reviews, good and bad?4. What’s the Secret to a Strong Reputation on Yelp?
  • To connect people withgreat local businesses.
  • What is Yelp? Yelp Confidential
  • Since Day 1, our focus has alwaysbeen on creating a community ofYelp Users Yelp isn’t a bulletin board or drive-by review site
  • All businesses are equal in this regard.(Advertisers & non-advertisers treated equally; filtered reviews viewable.)
  • “Yelp runs itsreviews through ananti-fraud filter, withimpressive results;every fake review theTexan bought wasflagged by Yelp’salgorithms, thoughhis fraudulentreviews remain up onthe seven othersites.”
  • $864
  • • 53% of Yelp Users are 35+ • 64% of Yelp Consumers make 100K or more/year(Writer Data Source: Yelp Signups; Reader Data Source: Quantcast.com, November 2011)
  • Log in hereClaim your page here
  • Page10 3
  • Yelp Confidential
  • Distribution of All Reviews Negative reviews play an important role too • A variety of experiences are consistent with real life• You can’t please 100% of your customers 100% of the time
  • If a yelper mentions “good” customer service in a review, they are over 5 times as likely to give a 5 star review rather than a 1 star. Similarly, nearly 70% of “bad” customer service experiences are given a 1 star review and less than 5% are given 5 a star review.Source: Based on Yelp reviews as of April 2012, excluding reviews that were filtered or removed.
  • Yelp Confidential
  • Generating Yelp Content Provide Great Service! Check Ins: Homepage Reminder Update Your Email Signature In-Office & Newsletter Marketing Pa ge 11 1
  • Video Player and Photo SlideshowRemoval of Competitor‟s Ads
  • 1. What is Yelp? Yelp connects consumers to great local businesses.2. How can I optimize my presence on Yelp and attract new customers? Start using Yelp’s FREE tools today (biz.yelp.com). Your business page will look better, and this can help attract new customers.3. What is the best approach when responding to reviews, good or bad? Remember: respond diplomatically to reviews and don’t forget to thank your customers for taking the time to share their experience on Yelp.4. What’s the Secret to a Strong Reputation on Yelp? The most successful businesses focus on providing great customer service, not soliciting reviews. Word of mouth will take care of itself.
  • biz.yelp.comwww.yelp.com/contact
  • Page11 6
  • How the ORA Can Help Promote Your Business Presented by: Jarrod Clabaugh ORA Director of Communications
  • Special Holiday Promotions: Submit your Thanksgiving promo: http://bit.ly/U2eA3ySubmit company press releases:communications@ohiorestaurant.org
  • “Like” us on Facebook:https://www.facebook.com/OhioRestaurantAssociation Follow us on Twitter: https://twitter.com/OhioRestaurant
  • Social Media at Jeni’s Splendid Ice Creams Presented by: Charley Bauer, Jeni’s
  • Charly Bauer@CharlyAtJenis
  • 1. Why you need Social Media.2. What will be your return on investment, ROI.3. Where to spend limited resources?
  • what you learn today will work for you IF.....you make the best ice cream in the world.
  • http://www.qsrweb .com/blog/873 7/Restaurant- Social-Media- Top-10- Infographic
  • Increase awareness and understanding of ourbrand—with a focus on driving sales at:1. our retail partners2. our shops and online
  • Tumblr
  • http://www.youtube.com/watch?v=ZUl0ZQC6HV8&feature=related
  • Mostly in the CloudGoogle Apps Not MicrosoftGmail based email...
  • Camp What-A-Wonder Campfire Cooking Chat5-6 groups participated at any timehttp://www.youtube.com/watch?v=B5ctne8vY7w
  • Infographic from Word of Mouth Marketing Association
  • 12 – 1 p.m. Networking Lunch Visit Each Strategic Partner Network with Your Peers 1 p.m. Raffle Drawings
  •  Please Complete a Session Evaluation Save the Date! NAPICS, Feb. 17-18, 2013 THANK YOU!