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
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 Social Media Summit
November 5, 20129:30 am – 1:00 pm
Welcome and Introductions Speakers ORA Strategic Partners ORA StaffAgenda Lunch Format and Raffle Prizes Folder Contents Attendee Networking ListHousekeeping
#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…
#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…
#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…
#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
#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.