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Claiming & Managing Your Online Presence
This document discusses how to claim and manage your online presence as a restaurant. It recommends beginning by claiming your business on key sites like Google, Yelp, Facebook, and Foursquare. It then advises setting up messaging tools like email and social media accounts to build your audience. The document provides tips for daily/weekly marketing like promoting offers across email and social media. It emphasizes listening to customers and responding to reviews. Finally, it stresses the importance of tracking your online activity and results using free analytics tools.
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Claiming & Managing Your Online Presence
- 1. Claiming & ManagingYour Online Experience Scott Shaw
- 2. Copy of Presentation Scott Shaw scotts@fishbowl.com www.fishbowl.com/california Twitter/@fishbowlinc Facebook/@fishbowlmarketing
- 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. Once upon atime….
- 5. Marketing Evolution Old 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. Back to thefuture! Technology lets us return to our roots
- 7. Confusing Landscape…where doI start?
- 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. Claim Your OnlinePresence
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- 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
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- 16. Example of aBad 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. How to GrowFacebook Fans PROMOTE your Page on your: Website, Menu, Table Tents, Emails OFFER an Incentive to LIKE your page ENGAGE with Fans and posts. USE Facebook Ads ($$) and Offers ( Free) STAFF promotion. Get your staff on board and excited about your page and they educate your guests about the page.
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- 19. Facebook: 0 to600 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 Likes RESULTS 600 likes in under 3 months Owner excited to jump ahead of local competitors
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- 21. Building your TwitterAudience • 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
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- 23. Foursquare Tips 1. Claimand Maintain Your Page 2. Encourage customers to stop by with a frequently updated page 3. Link your Foursquare page to your Facebook and Twitter page 4. Reward Check-Ins with Specials 5. Foursquare Specials Nearby
- 24. …and 1 morebiggie What 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?
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- 26. Big Today Source: VisibleGains 26
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- 28. How guests wantto hear from you
- 29. And how theyshare… Mobile Devices New Media Marketing Social Email Media #1 choice for ages 25 to 65+
- 30. Set Up YourEmail Account
- 31. Build Your EmailList • 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. 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. Elements of asuccessful 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. Use all yourtools…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. Easy with SingleLog-In Management Tools Manage from one place
- 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. “But I hateto discount”…. An offer isn’t perceived as a coupon when it... is a “Thank You” gift Uses humor Promotes a cause
- 38. Case Study Birthday 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. 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. Cause Marketing (andfree pizza)
- 41. Weather: Info andAccolades 41
- 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. 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. Social Media ConsumerInteraction Source: Beyond 2011
- 45. Conversations about yourRestaurant are rampant
- 46. You NOW Haveto Listen Consumers weigh not only online reviews, but online engagement by the restaurant when deciding to frequent a restaurant for the first time. Source- Conversocial 2011
- 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. Tracking your onlineactivity 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. And the $$you drive in! Loyalty Gifts # redeemed $ spent discount net sales Welcome offers 34 $ 714 $ 234 $ 480 Birthday Offers 17 $ 578 $ 152 $ 426 Promotions Prank" campaign, 15% off 67 $ 2,278 $ 342 $ 1,936 TOTAL REDEMPTIONS 118 $ 3,570 $ 728 $ 2,842 Other Activities Wine dinner (no offer) 73 est @ $25 per $ 1,825 Guest comments handled 89
- 50. Recipe Book Extra Tidbit- How to Get Started checklist
- 51. How To ManageYour 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.
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- 53. THANK YOU! Scott Shaw scotts@fishbowl.com www.fishbowl.com/california Twitter/@fishbowlinc Facebook/@fishbowlmarketing
Editor's Notes
- #30 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