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Scott 2011 frla 9.11_social.2

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Scott Shaw presentation on "Managing Your Social Media" at the 2011 Florida Restaurant & Lodging Association Show.

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Scott 2011 frla 9.11_social.2

  1. 1. Managing Your Social Media <br />
  2. 2. Agenda<br /><ul><li>Online landscape
  3. 3. Where do I start?!
  4. 4. Managing My Social Media:
  5. 5. What should I be doing?
  6. 6. How do I do it?
  7. 7. Who should do it?
  8. 8. How do I keep score?</li></li></ul><li>Fishbowl Cocktail Facts<br />11 years old, 130+ employees- Alexandria, VA based<br />The leading provider of on-demand marketing software and services to the restaurant industry<br />Serving over 40,000 restaurant locations<br />Managing an opt-in member database of over 70 million guests <br />More than 1.5 billion email messages distributed annually<br />Technology and services designed specifically for the restaurant industry<br />Chosen partner of leading organizations in the restaurant industry…<br />
  9. 9. Agenda<br /><ul><li>Online landscape
  10. 10. Where do I start?!
  11. 11. Managing My Social Media:
  12. 12. What should I be doing?
  13. 13. How do I do it?
  14. 14. Who should do it?
  15. 15. How do I keep score?</li></li></ul><li>sm3 Recipe Book<br />Claim your social media sites<br />Open accounts with engagement tool providers <br />Build your Email, Facebook, Twitter audience base <br />Plan and execute your daily/weekly/monthly marketing<br />Prepare monthly report card<br />Plan on 4-5 hours a week initially, 2-3 hours a week later on<br />
  16. 16. Confusing Landscape..where do I start?<br />
  17. 17. Focus on the Basics<br />Presence<br />Tools to Engage<br />
  18. 18. sm3 Recipe Book<br />Claim your social media sites<br />Open accounts with engagement tool providers <br />Build your Email, Facebook, Twitter audience base <br />Plan and execute your daily/weekly/monthly marketing<br />Prepare monthly report card<br />
  19. 19. Google page (user view)<br />
  20. 20. Claim your Google page<br />
  21. 21. Claim Your Facebook Page<br />
  22. 22. Claim your Bing page<br />
  23. 23. Claim your Yelp page<br />
  24. 24. Claim Your TripAdvisor page<br />
  25. 25. Helpful tool to manage listings<br />
  26. 26. Set Up Email Account<br />
  27. 27. Set Up Email Account<br />
  28. 28. Twitter log-in and live pages<br />
  29. 29. Hootsuite (Facebook Feeds)<br />
  30. 30. HootSuite (Twitter Feeds)<br />
  31. 31. sm3 Recipe Book<br />Claim your social media sites<br />Open accounts with engagement tool providers <br />Build your Email, Facebook, Twitter audience base <br />Plan and execute your daily/weekly/monthly marketing<br />Prepare monthly report card<br />
  32. 32. Building your Email Audience <br />Must-do’s<br /><ul><li>In-store
  33. 33. Website
  34. 34. Facebook</li></ul>Other Sources<br /><ul><li>Reservations (OpenTable)
  35. 35. Online ordering
  36. 36. Offline media
  37. 37. Community events</li></ul>List size goals<br /><ul><li>2000 at 12 months
  38. 38. 50% annual from there</li></li></ul><li>Building your Facebook Audience <br /><ul><li>Make it easy to find your page
  39. 39. Reward for “Likes” (drives viral)
  40. 40. Check-in deals (drives viral)
  41. 41. Write engaging posts (drives Likes and comments)
  42. 42. 90 day goal: 500 new fans (2000 at one year)</li></li></ul><li>Building your Twitter Audience <br /><ul><li>Promote your Twitter page on Facebook
  43. 43. Identify local notables, follow then and retweet their posts
  44. 44. Create Twitter only offers
  45. 45. Keep Tweeting! (3-5 per day) to keep high rankings
  46. 46. List size goals-50% of Facebook fan count</li></li></ul><li>sm3 Recipe Book<br />Claim your social media sites<br />Open accounts with engagement tool providers <br />Build your Email, Facebook, Twitter audience base <br />Plan and execute your daily/weekly/monthly marketing<br />Prepare monthly report card<br />
  47. 47. Social= Viral = Word of Mouth<br />
  48. 48. Email plus Social: Customer Appreciation Promo<br />
  49. 49. Twitter Case Study<br />Grew sales on usually “Lost” Days <br />Due to inclimate weather by engaging <br />Guests on Twitter. Gained regional exposure<br />On local TV and print- priceless<br />
  50. 50. Facebook: 0 to 600 in 3 months!<br />Challenge: create newFacebook page and build fans for a small town bar & grill … promoted via:<br />Email campaign to list of ~1,000 members<br />QR code on table tents<br />Offer: free soft serve ice cream cone for new Likes<br />RESULTS<br />600 likes in under 3 months<br />Owner excited to jump ahead of local competitors<br />29<br />
  51. 51. Email plus Social: Customer Appreciation Promo<br />Challenge: creative way to drive revenue for GA resort during slow summer months<br />Offered 25% room discount during “customer appreciation week”<br />Specific, tailored messages for Facebook, Twitter, and Email<br />Sale positioned as limited time / special “thank you” for friends and family<br />RESULTS<br />Extended promotion for additional two days based on good early response<br />Drove over $5000 in incremental revenue<br />30<br />
  52. 52. Twitter: Engage followers via contest<br />Challenge: generate interest and traffic early in the week<br />Trivia contest via Twitter – art themed, consistent with restaurant concept<br />Cross-promoted on Facebook<br />One of the correct answers picked to win #FreeSangria for their entire party<br />RESULTS<br />Increase in Twitter followers, engagement on Facebook<br />Contest winners redeeming offer bring in up to $200 in additional revenue<br />31<br />
  53. 53. sm3 Recipe Book<br />Claim your social media sites<br />Open accounts with engagement tool providers <br />Build your Email, Facebook, Twitter audience base <br />Plan and execute your daily/weekly/monthly marketing<br />Prepare monthly report card<br />
  54. 54. Sample Monthly Scorecard<br />
  55. 55. sm3 Recipe Book<br />Claim your social media sites<br />Open accounts with engagement tool providers <br />Build your Email, Facebook, Twitter audience base <br />Plan and execute your daily/weekly/monthly marketing<br />Prepare monthly report card<br />Invest in continuous learning!<br />
  56. 56. Where to go for more learning<br />Facebook<br />Google<br />SocialMediaExaminer.com<br />RunningRestaurants.com<br />RestaurantMarketing.com<br />MonkeyDish.com<br />FohBoh.com<br />FRLA<br />
  57. 57. Questions?<br />
  58. 58. Thank You!<br />Katrina King, sm3<br />KKing@fishbowl.com<br />Scott Shaw<br />ScottS@fishbowl.com<br />

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