Claiming & Managing Your Online Presence

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  • Mobile23% of all mobile phones are smartphones and this is growingEmail97% if US households use email 66% of marketers are integrating social and emailSocialMost companies use Social for Brand awarenessBut you also can use it for:behavior trackingData acquisitionMulti-channel engagementContent distributionDrive sales
  • Claiming & Managing Your Online Presence

    1. 1. Claiming & Managing Your Online Experience Scott Shaw
    2. 2. Copy of Presentation Scott Shaw scotts@fishbowl.comwww.fishbowl.com/california Twitter/@fishbowlincFacebook/@fishbowlmarketing
    3. 3. Agenda Historical perpective…what’s this really about? Where do I start? What do I do? How do I manage it? How do I keep score? Q&A
    4. 4. Once upon a time….
    5. 5. Marketing EvolutionOld Media New Media• Telemarketing • SEO / SEM• Direct mail • Permission based• Print ads Email• TV Commercials • Social Media• Radio Ads • RSS Feeds• Yellow Pages • Review sites & Directories • Mobile Interaction
    6. 6. Back to the future!Technology lets us return to our roots
    7. 7. Confusing Landscape…where do I start?
    8. 8. Recipe Book 1. Claim your online presence 2. Set up your messaging tools & build your audience base 3. Plan and execute your daily/weekly/monthly marketing 4. Listen and Respond to your guests 5. Keep score
    9. 9. Claim Your Online Presence
    10. 10. Google…
    11. 11. Bing…
    12. 12. Yelp…
    13. 13. TripAdvisor…
    14. 14. Recipe Book 1. Claim your online presence 2. Set up your messaging tools & build your audience base 3. Plan and execute your daily/weekly/monthly marketing 4. Listen and Respond to your guests 5. Keep score
    15. 15. Facebook…
    16. 16. Example of a Bad Facebook Page• This page has 6,731 fans with little engagement…• Not visually exciting – new Timeline format designed to make pages more of a visual experience• Post not engaging
    17. 17. How to Grow Facebook FansPROMOTE your Page on your: Website, Menu, Table Tents, EmailsOFFER an Incentive to LIKE your pageENGAGE with Fans and posts.USE Facebook Ads ($$) and Offers ( Free)STAFF promotion. Get your staff on board and excited about your pageand they educate your guests about the page.
    18. 18. Facebook Offers
    19. 19. Facebook: 0 to 600 in 3 months! Challenge: create new Facebook page and build fans for a small town bar & grill … promoted via: Email campaign to list of ~1,000 members QR code on table tents Offer: free soft serve ice cream cone for new LikesRESULTS 600 likes in under 3 months Owner excited to jump ahead of local competitors
    20. 20. Twitter…
    21. 21. Building your Twitter Audience • Promote your Twitter page on Facebook • Identify local notables, follow then and re- tweet their posts • Create Twitter only offers • Use Hash Tags (#) often • Keep Tweeting! (3-5 per day) to keep high rankings • List size goals-50% of Facebook fan count
    22. 22. Foursquare… 20M users
    23. 23. Foursquare Tips1. Claim and Maintain Your Page2. Encourage customers to stop by with a frequently updated page3. Link your Foursquare page to your Facebook and Twitter page4. Reward Check-Ins with Specials5. Foursquare Specials Nearby
    24. 24. …and 1 more biggieWhat 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?
    25. 25. An Email Address!
    26. 26. Big TodaySource: Visible Gains 26
    27. 27. Growing Bigger 27
    28. 28. How guests want to hear from you
    29. 29. And how they share… Mobile Devices New Media Marketing Social Email Media #1 choice for ages 25 to 65+
    30. 30. Set Up Your Email Account
    31. 31. Build Your Email List• In Store • Paper Sign Up Slips • Staff Engagement & Incentives • POP • To-Go Bags • Window Clings • Placemats • 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
    32. 32. Recipe Book 1. Claim your online presence 2. Set up your messaging tools & build your audience base 3. Plan and execute your daily/weekly/monthly marketing 4. Listen and Respond to your guests 5. Keep score
    33. 33. 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
    34. 34. Use all your tools…together Foursquare Facebook • Customer "checks" • Tax day fatigue? in with your • How’s this for a Come in 4/15 for restaurant, finds tax deduction--- $10.40 off a check out about take $10.40 off of $20 or more. promotion and your check, April Restrictions apply. this is broadcast to 15th only! Alcohol Just show your their social & gratuity not incl, Tweet to your network min purchase of server! (Facebook, $20 required. One- Twitter) which in time offer. turn advertises Mention you read your venue to his Email this on or her friends, Facebook! Tweet gaining exposure to even more people.
    35. 35. Easy with Single Log-In Management ToolsManage fromone place
    36. 36. Email plus Social: Customer Appreciation Promo overwood (wood-fired american kitchen) Father’s day at Overwood offers Dad a classic gift (we’re not telling) along with a $5 gift Certificate for his next visit! Kids---take our “Dad census” and win a free dessert…Special Father’s Day menu available all day! ROI: Sales up $1,546 (17%) Cost of $83 (+ Old Spice) Plus bouncebacks…
    37. 37. “But I hate to discount”….An offer isn’t perceived as a coupon when it...  is a “Thank You” gift  Uses humor  Promotes a cause
    38. 38. Case StudyBirthday 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
    39. 39. Offer with Humor SMOOCH YOUR POOCH Stop in any Wednesday in April with your dog to get a free large cheese pizza. No Dog? Bring your significant other pet* You may be required to kiss that animal on the lips to prove that significant other pet is really yours.
    40. 40. Cause Marketing (and free pizza)
    41. 41. Weather: Info and Accolades 41
    42. 42. Twitter too Grew sales on usually “Lost” Days Due to inclimate weather by engaging Guests on Twitter. Gained regional exposure On local TV and print- priceless
    43. 43. Recipe Book 1. Claim your online presence 2. Set up your messaging tools & build your audience base 3. Plan and execute your daily/weekly/monthly marketing 4. Listen and Respond to your guests 5. Keep score
    44. 44. Social Media Consumer Interaction Source: Beyond 2011
    45. 45. Conversations about your Restaurant are rampant
    46. 46. You NOW Have to Listen Consumers weigh notonly online reviews, but online engagement by the restaurant when deciding to frequent a restaurant for the first time. Source- Conversocial 2011
    47. 47. Recipe Book 1. Claim your online presence 2. Set up your messaging tools & build your audience base 3. Plan and execute your daily/weekly/monthly marketing 4. Listen and Respond to your guests 5. Keep score
    48. 48. Tracking your online activity 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  Mashable.com: Articles; Helpful Tips; Updates; Trends
    49. 49. And the $$ you drive in!Loyalty Gifts # redeemed $ spent discount net sales Welcome offers 34 $ 714 $ 234 $ 480 Birthday Offers 17 $ 578 $ 152 $ 426Promotions Prank" campaign, 15% off 67 $ 2,278 $ 342 $ 1,936 TOTAL REDEMPTIONS 118 $ 3,570 $ 728 $ 2,842Other Activities Wine dinner (no offer) 73 est @ $25 per $ 1,825 Guest comments handled 89
    50. 50. Recipe Book Extra Tidbit- How to Get Started checklist
    51. 51. How To Manage Your Online Marketing Program • 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 √ Respond to guest comments (monitor review sites) √ Track results, communicate to staff • Can’t find the time? Hire someone. It’s worth it.
    52. 52. Questions?
    53. 53. THANK YOU! Scott Shaw scotts@fishbowl.comwww.fishbowl.com/california Twitter/@fishbowlincFacebook/@fishbowlmarketing

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