Megan Longo is the marketing director for Flagship Restaurant Group, an Omaha-based company that owns 4 restaurants in Omaha and locations in other cities. She discusses strategies for turning customers into brand advocates through joining online conversations on Facebook, Twitter, and review sites; keeping in touch with customers through an email autoresponder program; winning back disgruntled customers; and rewarding customer loyalty. The presentation focuses on building relationships with customers online and providing incentives to keep them engaged with the brand.
Practical Strategies for Writing the Annual Appeal4Good.org
Writing a fundraising appeal is hard work. What’s effective for one organization may not work for another one. We’ll discuss ways to reduce the aggravation and to increase the chances of your letters bringing in more money.
Think of this workshop as a treasure trove of ideas and examples to help you when you write your next appeal. To write a successful fundraising appeal, it’s important that you understand donor motivation and donor response.
Leverage Facebook to connect with your target audience. Recent data and trend analysis helps you make more informed marketing decisions on this powerful social platform.
Hostess Coaching is one of the most important parts of growing your home party business, if not the most important part. Hostesses will be your biggest ally in referrals and helping you to continue your businesses forward with their friends, and their friends’ friends and so on.
In this time we have together I will provide you with some fresh ideas and suggestions that could take your hostess coaching experience to the next level.
Joffreys Coffee & Tea Company Social Media Marketing Case StudyAdam Singer
This is a modified version of a presentation I gave on October 29, 2008 to Refresh Miami. It incorporates 2 social media marketing campaigns I implemented for Joffrey's Coffee & Tea Company based in Tampa, Florida. See the final slide of the presentation for written case studies and links to blog entries.
Scripts are all about preparing you in what you are going to say and ask. The issue isn't about using scripts but how you use them. Properly used scripts will improve your confidence and decreases stress when making sales calls and handling objections. You will be better prepared, ask the right questions, sound professional and improve your overall productivity – increasing sales.
Top 10 Must Read Tips to Run a Successful Facebook Business PageVA Simple Services
Facebook Marketing is something that should be well planned and requires that you understand the platform to insure the success of your Business Page. Here are some tips to help you out!
Generate MORE Quality New Cosmetic and Dental Implant Patients With These 10 ...Ken Newhouse & Co.
Generate MORE Quality New Cosmetic and Dental Implant Patients With These 10 Facebook Campaigns:
Ramp Up Your Dental Web and Social Media Marketing Programs By Using These Amazing Facebook Campaigns Created By The World’s Most Successful Companies
Growth Hacker Central let's you peek behind the curtain where we'll reveal what the top companies and social media marketers are doing to promote their businesses, and I’m going to show you how you can utilize these same principles to grow your dental practice faster than you thought possible.
The results of these campaigns have been fantastic, and you too can get in on the “giving” side of social media while still profiting from your campaigns.
Remember you have to spend a little money to make a lot of money, and this has never been truer than with social media. What is the importance of using social media? We have discussed in prior blogs how your SEO can be souped up by getting lots of Retweets, FB “Likes”, Google+ Reviews, Pinterest “Pins” etc… But more importantly, to grow your practice FAST, you need to build virality into your online efforts.
Generate MORE Quality New Cosmetic and Dental Implant Patients With These 10 Facebook Campaigns is the definitive guide for improving Dentist SEO, Dental Marketing and your Dental Web Marketing programs - brought to you by Growth Hacker Central - www.growthhackercentral.com/blog.
You can also download The Definitive Guide To Dental Marketing Success With Facebook by visiting:
www.growthhackercentral.com/free-guides
Inspirational email marketing; Red C's Email Marketing WOW Book 3Red C
The positive feedback we’ve been getting from our series of Email Marketing WOW books has been nothing short of incredible, thank you so much to all those who spared the time to share their thoughts. Hopefully they’ve inspired you the same way they have us. What you’ve got to remember about emails is that there’s always a new one just about to pop into your inbox. In fact it’s said that around 2.8 million emails are sent every second! That’s why at Red C we never stop pouring over them. Eagerly waiting to discover a new email that cuts through the inbox clutter and dazzles even us email geeks. And what results have we got from our most recent efforts? Possibly our best compilation of emails yet...Get ready for The Email WOW Book 3... a new series of emails that will dazzle you with spellbinding copy, jaw dropping design or a mind-blowing idea. Enjoy!
How to upgrade your travel marketing campaigns to first classtnooz
How can travel and hospitality marketers take their campaigns from transactions to relationships that drive real revenue?
Many customers still love the high street experience of booking via a brochure and agent, whilst for others the internet brings self-service convenience and choice.
As business models changed and more companies started interacting with thousands and then millions of people, marketers couldn't maintain the personal conversations of the past. So they shifted to sending generic messages that could reach the masses.
But today's customers expect a more personal touch. Join this FREE Silverpop webinar to learn why now is the time to start using everything you know about each customer in order to deliver the perfect customer experience; and hear how other travel marketers are putting this into action already.
Panelists for the webinar are:
Dave Walters, product evangelist, Silverpop
Kevin May, moderator and editor, Tnooz
Gene Quinn, producer and CEO, Tnooz
This webinar took place on Thursday 12 February 2015.
Restaurant digital marketing cases, including strategy and successful results through social media marketing, press release, website design, press release and full digital efforts.
Women's Small Biz Revolution Summit: How to use Facebook & Instagram to Grow ...Molly O'Kane
In this class learn how Facebook and Instagram work, best practices, success stories from other businesses who are winning it, and tools to save you time. Connecting the dots from social media to sales!
Do you have a business page?
Do you struggle with engagement?
Do you want to know how to build a thriving community?
Want to know some cool tricks?
This a is a presentation I am currently delivering.
Enjoy!!
My name is Janina Lear , I am so glad you have stopped by. I am passionate about helping businesses understand how powerful online marketing through Facebook really is. I want to help you get new business leads and more online visibility by driving more traffic to your site and show you how to really connect with your fan base. The world of Social Media can be very overwhelming to the newcomer and my goal is take that overwhelming feeling away and help you develop a strategy that suits you and your company’s needs.
Practical Strategies for Writing the Annual Appeal4Good.org
Writing a fundraising appeal is hard work. What’s effective for one organization may not work for another one. We’ll discuss ways to reduce the aggravation and to increase the chances of your letters bringing in more money.
Think of this workshop as a treasure trove of ideas and examples to help you when you write your next appeal. To write a successful fundraising appeal, it’s important that you understand donor motivation and donor response.
Leverage Facebook to connect with your target audience. Recent data and trend analysis helps you make more informed marketing decisions on this powerful social platform.
Hostess Coaching is one of the most important parts of growing your home party business, if not the most important part. Hostesses will be your biggest ally in referrals and helping you to continue your businesses forward with their friends, and their friends’ friends and so on.
In this time we have together I will provide you with some fresh ideas and suggestions that could take your hostess coaching experience to the next level.
Joffreys Coffee & Tea Company Social Media Marketing Case StudyAdam Singer
This is a modified version of a presentation I gave on October 29, 2008 to Refresh Miami. It incorporates 2 social media marketing campaigns I implemented for Joffrey's Coffee & Tea Company based in Tampa, Florida. See the final slide of the presentation for written case studies and links to blog entries.
Scripts are all about preparing you in what you are going to say and ask. The issue isn't about using scripts but how you use them. Properly used scripts will improve your confidence and decreases stress when making sales calls and handling objections. You will be better prepared, ask the right questions, sound professional and improve your overall productivity – increasing sales.
Top 10 Must Read Tips to Run a Successful Facebook Business PageVA Simple Services
Facebook Marketing is something that should be well planned and requires that you understand the platform to insure the success of your Business Page. Here are some tips to help you out!
Generate MORE Quality New Cosmetic and Dental Implant Patients With These 10 ...Ken Newhouse & Co.
Generate MORE Quality New Cosmetic and Dental Implant Patients With These 10 Facebook Campaigns:
Ramp Up Your Dental Web and Social Media Marketing Programs By Using These Amazing Facebook Campaigns Created By The World’s Most Successful Companies
Growth Hacker Central let's you peek behind the curtain where we'll reveal what the top companies and social media marketers are doing to promote their businesses, and I’m going to show you how you can utilize these same principles to grow your dental practice faster than you thought possible.
The results of these campaigns have been fantastic, and you too can get in on the “giving” side of social media while still profiting from your campaigns.
Remember you have to spend a little money to make a lot of money, and this has never been truer than with social media. What is the importance of using social media? We have discussed in prior blogs how your SEO can be souped up by getting lots of Retweets, FB “Likes”, Google+ Reviews, Pinterest “Pins” etc… But more importantly, to grow your practice FAST, you need to build virality into your online efforts.
Generate MORE Quality New Cosmetic and Dental Implant Patients With These 10 Facebook Campaigns is the definitive guide for improving Dentist SEO, Dental Marketing and your Dental Web Marketing programs - brought to you by Growth Hacker Central - www.growthhackercentral.com/blog.
You can also download The Definitive Guide To Dental Marketing Success With Facebook by visiting:
www.growthhackercentral.com/free-guides
Inspirational email marketing; Red C's Email Marketing WOW Book 3Red C
The positive feedback we’ve been getting from our series of Email Marketing WOW books has been nothing short of incredible, thank you so much to all those who spared the time to share their thoughts. Hopefully they’ve inspired you the same way they have us. What you’ve got to remember about emails is that there’s always a new one just about to pop into your inbox. In fact it’s said that around 2.8 million emails are sent every second! That’s why at Red C we never stop pouring over them. Eagerly waiting to discover a new email that cuts through the inbox clutter and dazzles even us email geeks. And what results have we got from our most recent efforts? Possibly our best compilation of emails yet...Get ready for The Email WOW Book 3... a new series of emails that will dazzle you with spellbinding copy, jaw dropping design or a mind-blowing idea. Enjoy!
How to upgrade your travel marketing campaigns to first classtnooz
How can travel and hospitality marketers take their campaigns from transactions to relationships that drive real revenue?
Many customers still love the high street experience of booking via a brochure and agent, whilst for others the internet brings self-service convenience and choice.
As business models changed and more companies started interacting with thousands and then millions of people, marketers couldn't maintain the personal conversations of the past. So they shifted to sending generic messages that could reach the masses.
But today's customers expect a more personal touch. Join this FREE Silverpop webinar to learn why now is the time to start using everything you know about each customer in order to deliver the perfect customer experience; and hear how other travel marketers are putting this into action already.
Panelists for the webinar are:
Dave Walters, product evangelist, Silverpop
Kevin May, moderator and editor, Tnooz
Gene Quinn, producer and CEO, Tnooz
This webinar took place on Thursday 12 February 2015.
Restaurant digital marketing cases, including strategy and successful results through social media marketing, press release, website design, press release and full digital efforts.
Women's Small Biz Revolution Summit: How to use Facebook & Instagram to Grow ...Molly O'Kane
In this class learn how Facebook and Instagram work, best practices, success stories from other businesses who are winning it, and tools to save you time. Connecting the dots from social media to sales!
Do you have a business page?
Do you struggle with engagement?
Do you want to know how to build a thriving community?
Want to know some cool tricks?
This a is a presentation I am currently delivering.
Enjoy!!
My name is Janina Lear , I am so glad you have stopped by. I am passionate about helping businesses understand how powerful online marketing through Facebook really is. I want to help you get new business leads and more online visibility by driving more traffic to your site and show you how to really connect with your fan base. The world of Social Media can be very overwhelming to the newcomer and my goal is take that overwhelming feeling away and help you develop a strategy that suits you and your company’s needs.
SEO for 2015, Getting on top in SERPs strategically.Divya Tandon
The presentation is on how you can apply some SEO strategies & achieve rankings in 2015, a strategy to follow.
Skype : divya-tandon
linkedin : https://in.linkedin.com/in/divya84
A general overview of social media strategy for hotelsHotels need to implement good social media strategy, one that is integrated exceptionally with the offline marketing.
I created this social media marketing plan for a new local craft alcohol establishment in Irthlingborough to help them grow their social audience and gain prospective customers. This was received very well and was equally enjoyable. This is one of my favourite pieces of portfolio content.
Building your Business with Facebook PagesFlutterbyBarb
Building your Business with Facebook Pages via Facebook, Inc.
Maximizing Your Facebook Page in 3 Easy Steps: 1 Start the conversation, 2 Expand your fan base, and 3 Analyze and optimize
I gave this presentation August 2012 at the Social Media Intelligence Summit in San Francisco. This presentation does not lay out your B2C social media strategy for you. Instead, it takes a bigger look at why you are using social media in the first place, and how it is serving your business goals. This presentation originally contained no written words. I added in the spoken portion as text so that it makes sense online.
How we can bring our stories to life - a guide for charities sounddelivery
Booklet written for sounddelivery's Social Media Exchange event on 27th January 2014, featuring tips and ideas on how charities can use their stories to make an impact.
Facebook ABC's is your guide to navigating your way around Facebook.
What you will get from this Course is:
Understanding of how to use your Personal Profile
Creating and Using your Fan Page
Understanding Insights
Facebook Strategy to Generate Income
Cool Confidence Created: A Diva's Guide to Promoting a Positive Online ImageKelly Galanis
Social media has immersed itself into our lives, having become one of the fastest, most widely used methods of communication and interaction in history. We use it to connect with friends old and new, share updates, think out loud, play games, and interact. What about the professional side of social media? How do we as business owners maintain a balance with our online profiles that we share with friends and colleagues?
Social media sites such as LinkedIn, Facebook pages, and Twitter are quickly becoming the most popular way to promote yourself and your business professionally online. This discussion will take us on a tour of these sites - how they works, who uses it, best practices, and how you as a professional businesswoman can use it to benefit your personal and professional goals. We will examine the good, the bad, and yes...the ugly, as we explore these multi-faceted professional networking sites that have taken over the Interweb. We will also discuss how to best develop a confident social online image for you and your company by using some key tips and tricks to put you most confident, positive foot forward for all to see.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
Turn Customers Into Brand Advocates
1.
2. Hello my name is Megan Longo. I am the marketing director for Flagship Restaurant Group. I
am here today with my assistant Jenn Brown and our graphic designer Haylie Rooosek
Flagship Restaurant Group is an Omaha-based company. We have restaurants in Omaha - 4
of them right down the street - Fort Worth and Denver. We are growing rapidly with plans to
open in many more markets.
Our family of brands includes Blue Sushi Sake Grill, Roja Mexican Grill, Blatt Beer & Table and
Plank Seafood Provisions.
Has anyone ever eaten at any of our restaurants? Raise your hands. Fantastic, thank you for
dining with us. Free food for you! Now raise your hands if you’ve never eaten at our
restaurants. Cool, you get free food, too. Please come try us out.
So thank you for coming to our presentation. I am here today to talk to you about Customer
Loyalty. How to market to your current customers. At this point, you’ve accomplished the
hard part. Your customer is in the door. They’ve given you a try. How you handle them next
is so crucial. I am going to discuss simple strategies that we use to turn our guests into
BRAND ADVOCATES.
3. A Brand Advocate is a fancy marketer’s term for loyal customer. But a brand advocate is even
better than a loyal customer. Brand Advocates are so hooked on your brand, they make it a
habit of spreading the good word however they can. Most of the time these days, those
conversations are happening online. They get on Facebook to share awesome testimony, on
Twitter, tweeting a photo of your product, or they’re on Yelp writing a good review for you.
4. And when they’re not talking about you online, they’re talking about you to their friends and
family. In general conversation. Brand Advocates stay with you through thick and thin.
They're loyal, highly satisfied customers who love your brand, and will influence potential
customers.
5. These strategies for loyalty that I’m going to talk about, makes up most of our entire
marketing strategy. Every day we focus on building personal relationships with our customers
and taking care of our Brand Advocates.
We accomplish a lot of this in the online atmosphere. But we also swear by the power of a
hand-written note. A lot of the correspondence to customers leaves our office is the form of a
thank you or apology written on nice custom stationery. ( that Jenn is holding up ).
There are 4 strategies I will discuss today:
“Join the conversation”. In other words, talk with your customers, not at them.
“Keep in Touch” Stay top-of-mind, don’t let your customer forget about you.
“Win them Back” How to win back the business of a disgruntled customer. “Reward loyalty”
Show your Brand Advocates that you appreciate them.
6. Our first strategy is JOIN THE CONVERSATION
The topic pertains to the online conversation. There’s a lot of chatter to be found here. We
spend a lot of our time engaging our customers, cultivating relationships online. This is your
chance to humanize your brand, to give your logo a voice. And whether you sell tires or
dining experiences like we do, I guarantee people are talking about your product or service
here. Plenty of opportunities for you be present in the conversation. The main message I want
highlight here, is BE PRESENT, and BE AVAILABLE, and HAVE A VOICE.
7. There are many online platforms where your business can have a voice. I’m going to touch on
a just a few.
8. Facebook. This is where you'll find your older demographic. We use Facebook as a tool to
communicate with our current customers. If they like our page, chances are it’s because
they’ve already visited us.
How many people here operate a business Facebook account? So you probably already know
this. Basic Facebook 101: The key to Facebook is to post relevant and engaging material that
gets your followers attention. Don't just post your specials every day. That will only aggravate
your followers, and they might hide you from their feed, or worse UNLIKE you!
9. Reply to guest inquires.
Believe it or not, there are statistics out there that report that anywhere between 50-70
percent of customer inquiries through social media go unanswered. So please, reply to your
customers.
10. Acknowledge positive feedback. Say thank you. Tell that customer you are delighted to hear
their comments, and you plan to share their kind words with your entire team. Or in this
case, we acknowledged her request to bring Blue down Olathe.
11. Reply to guest complaints
This is very important. Don’t simply delete the comment or block them from your page.
Because blocking them from your Facebook page won’t keep them from raising hell other
online public forums where you CANNOT simply delete and block them. Address it directly.
I’ll come back to guest complaints in a bit.
12. be the conversation
Post content that speaks for itself and entices your customer. We posted this picture of maki
with the simple caption “Get your sushi on.” This post generated 171 likes and 21 people
shared it with their own Facebook friends.
In Fort Worth recently, we shared an amazing picture of a boat of sushi, it was engulfed by
whispy smoke from the dry ice. It was a marvel, something of an art piece. The photo shows
this beautiful spread of sushi and you could see people around the table with chopsticks
approaching the spread. Our caption for that picture was "grab your chopsticks, we're going
in". That one also generated a response. 107 likes, 13 shares. And Facebook reported that
the engagement from those people generated 4,944 impressions on other people's new
feeds.
So for this example of posted visuals of your product or service, the picture speaks for itself,
it gets people talking about you, and makes them think about paying you a visit in the near
future.
13. This one in Fort Worth captioned “Grab your chopsticks, we’re goin’ in.” Also generated a
response. 107 likes, 13 shares. And Facebook reported that the engagement from those
people generated 4,944 impressions.
So for this example of posted visuals of your product or service, the picture speaks for itself,
it makes our guests hungry and thinking about paying us a visit soon.
14. This is a more recent example of a photo we posted on Monday. In addition to generation
118 likes, we noticed something new that our fans have been doing more and more lately.
Using tags to communicate the photo to their friends. This sort of functions like Share.
15. This photo did not garner a lot of likes. But I think it’s still an important example of how use
your beer to evoke emotion. “Grab a beer and put a smile on your face.” It seems a bit
forward, but showing that smiling friendly girl might provoke someone to think about what
makes them happy. If a beer does that, then so be it! This is an alternative to making a
photo-less post that merely says “Join us today for happy hour! $1 off draft beers!”
Completely different effect. We’ve been adding the human element to our photos more and
more.
16. We’ve been adding the human element to our photos more and more. Get people thinking
about what might make their day a little brighter after work.
17. Belly Up to the Bar this Weekend. Showing a romantic vision of our restaurant from the
perspective of a guest sitting at the oyster bar lets the guest picture themselves sitting in that
very place. It’s selling by subtle suggestion.
18. The next Platform we use to talk with our customers is Twitter.
Does anyone in this room have a personal Twitter account? How about a business Twitter
account? There's a lot to be said about strategy on Twitter. the opportunities to connect with
current and potentialcustomers are endless. But for the sake of this presentation, im going to
just touch on twitter and show you how we use it to engage with customers that we already
have.
This is where you’ll find the Millennials hanging out. The milenials represent a huge chunk of
our demographic. We do a lot of work on Twitter.
On Twitter you should follow your followers back, listen and engage, build relationships and
keep the content flowing!
19. My heart sinks a little when I see a company's Twitter account with hundreds, maybe
thousands of followers, but they only follow a small handful of their followers. You should be
following as many people as follow you, if not more.
20. So follow back... It makes people happy.
And it shows your customers that you're listening.
Read tweets
21. We have keyword searches for each of our brands. For Blue we monitor keywords like sushi,
happy hour. We have a huge social media dashboard that populates feeds of keyword
searches for us. We monitor these closely. And then it,s appropriate, we enter the
conversation.
For example, we saw this girl tweeting about how it's tradition for her and her dad to eat at
blue when she comes back to omaha, we told her that we love that tradition. In response, she
favorited our tweet (which is the equivalent of liking a comment on Facebbook) and
retweeted us to her followers. And because she wasn't already a follower, she followed us.
And of course... we followed her back.
22. This is a Dana.
She has happy hour at our OG blue location frequently with her friend Pam (known on twitter
through her handle Pammy cakes) We noticed Dana tweeted about having lunch at another
sushi place in town... One of our competitors. So we replied to that tweet with a little nudge,
just to let her know we missed her. It worked, she visited that weekend for Happy Hour.
This response only worked because we know Dana through Twitter. We know she's a frequent
customer. We've built a relationship with her through her frequent visits and tweets about our
Happy Hour.
23. Through our listening (reading of tweets), Jenn caught an opportunity that she will share.
24. This is a Twitter interaction with Steve. Steve has been visiting us weekly at our Old Market
Blue location since January 2010. He walks over from his downtown office every Friday for a
sushi lunch special of Super Asparagus and Crunchy LA.
Because he checks in on Foursquare, I knew that this would be visit number 133.
25. Here’s Sushi Steve - I had lunch with him a few weeks back and met him for the first time in
person.
26. We met one of our Twitter followers last year at the YP Summit, someone we engage
frequently with. I think I hugged her.
27. We reached out to Natalia on Twitter after she wrote us an awesome Yelp review.
28. Through our keyword monitoring, we also discovered a conversation that was relevant to us.
This guy was talking about his quest to quit smoking. He and his wife were putting the money
that they would have spend on cigarettes aside. And when they hit their goal, they were going
to use the money to get sushi. So after a little bit of research, we found this guy’s mailing
address. And we mailed him an encouraging note, with a gift card.
Here he tweeted a photo of our card with the tweet “coolest surprise ever”.
It’s worth noting that in his earlier tweets about sushi, he had never mentioned blue. For all
we know, they may have intended to get their reward sushi at another restaurant. Hopefully
this experience converted them into Blue sushi eaters.
29. Keep the content flowing. You never know when it might provoke someone to take you up on
your product or service.
30. The third way we communicate with guests online is on review sites. For us, this includes
Yelp, Urbanspoon and Trip Advisor.
I'm going to touch on these briefly. If you have a public profile on any review site, you should
claim it - claim them all.
This will...
1. Give you an opportunity to make sure all your information is accurate: business name,
address, phone, hours, description of your business.
2. get notifications of reviews so you don't have to manually comb the review sites every day.
3. reply to reviews (develop consistent strategy)
We have 9 locations. That means we have a public business profile on many different
websites, for each of those 9 locations. That's a lot of reviews to keep track of. But we do it
because it's important to our strategy.
How you handle reviews on a public forum says a lot about your brand, or your reputation,
and it can make or break the a potential relationship with a customer.
Our review strategy is simple.
31. Positive reviews, we love these. We acknowledge the review by thanking the reviewer. We
don’t post these comments to the public. We post these in a private message. The comment
I made to this reviewer is short and sweet. Simply, “ Hey Melissa! Thanks so much for your
glowing review. We truly appreciate you taking time our of your day to leave such fantastic
feedback. Cheers, Megan
32. (SWIPE response strategy: negative reviews)
Always acknowledge these publicly.
1. Apologize for the experience in a short and sincere manner. Direct the conversation
"offline" to a private format. That can be phone, email, or private messaging through the
review site.
With negative reviews, your reputation is on the line. Potential customers WILL read through
all of your negative reviews. The hope is that they will see that you addressed the review and
did so in a polite and constructive matter. Hopefully they won't write you off just yet.
Taking time to respond to your reviewers, both negative and positive will show that your
brand is present, available and has a voice. Help you build those relationships with your
future Brand Advocates… one customer at a time.
So to sum up Review Sites, keep your information updated and accurate, and acknowledge
your reviews.
33. Our 2nd Strategy is to KEEP IN TOUCH
When you get a customer in your door, or get them to purchase your product. Don't let them
forget about you. Stay top of mind with your customers by sending them a gentle nudge once
in a while to remind them that you’re still there.
34. We do this with a robust communications program. Your progam could be email, text or
direct mail. But we use email. It’s cost effective and efficient. Internally, we call this our email
autoresponder program
35. Upon receiving their check, within the black leather check presenter our guest gets a flashy
card that looks like this. Can you read this? It says TEN DOLLARS OFF. That’s an attention
grabber. If you subscribe to our email list, we promise to email you a Ten Dollar voucher
every year for your birthday. This gets a lot of takers, believe me. Or believe Jenn. This offer
hooks an average of 500 new email subscribers a week. All of which Jenn manually types and
imports.
So birthday promise has hooked them. Our guest is subscribed. What happens next is
important. I know companies out there like to think customers want to hear from them daily.
My inbox is proof of this. All that will do is annoy your customer, and lower the likelihood
that they will actually read your email.
We’ve set up an autoreponder program for each brand that is tailored to that subscriber. We
set up all the emails in advance and once a subscriber is in our system, autopilot kicks in.
They will begin to receive a series of emails based on the date they subscribed, in well-timed
intervals. This system does all the work for you.
36. I will use Plank as an example. The first message our Plank subscribers receive is within an
hour of being imported into our system. They receive an email thanking them for
subscribing. And out of the gates we are offering an incentive to come back. We send out
Plank subscribers an email good for 3 Free Oysters at their next visit.
37. A month later, they’ll get an general email informing them of our Lunch Specials. The
message is short and simple, communicating one message: our lunch specials are offered
Mon-Fri, 11 am-2 pm. And it offers a link to our lunch menu.
38. At 2 months we tell our guest about our Happy Hours. The days of the week, the hours they
are offered, and a link to view our complete menu onlime. And within that email, we’re
offering free oysters at their next happy hour visit. And if raw oysters aren't their thing, our
guest also has an option to get our wood-fire grilled BBQ oysters
39. And on their birthday, we make good on our promise for $10 off. The branding changes on
this email because this offer is good at any of our restaurants: Blue, Roja, Blatt or Plank.
This program continues: communicating everything we think guests should know about our
restaurants, one message at a time. We know guests dine at other places. We know they don’t
want to receive an email each week. That promise of $10 off and a few other offers sprinkled
in are incentives to keep our guest subscribed.
And because we aren’t constantly bombarding our guests, and instead sending them timely
and informative reminders, our open rate average is 30 percent and our unsubscribes are very
low.
The email program we use is called MailChimp. But many email programs out there offer a
similar autoresponder tool. This entire program is very affordable. This entire email system,
which allows us to send as many emails as we want to our subscriber list of nearly 30,000
(and growing) is $240 per month.
The end goal with your Communication strategy is to stay in contact with your customer.
Keep your messages simple, and time them responsibly.
40. Our 3rd strategy to retain customer loyalty is WIN THEM BACK
We serve more than 20,000 guests per week. We’re going to make mistakes. It’s how we
handle those mistakes that will determine if a customer sticks with us or moves on.
41. If handled correctly, this moment could successfully convert a customer on the fence into a
brand advocate. Handling these properly will also affect your company's reputation in a good
way
42. We've touched on this briefly. When a customer leaves negative feedback on a public forum,
Acknowledge it with a brief apology. and then move that conversation to a private chat. This
is not the place to explain yourself or get defensive.
Here are some examples where we’re done that.
(read this one)
That link leads them to a contact form on our website...
43. Another twitter conversation. Through our keyword searches, I discovered this woman was
talking about us. I read through some of her tweets and discovered she had been in over the
weekend. It was obvious we made some mistakes, but it wasn’t clear if management had
resolved the issue for her before she left the restaurant. So I followed up and ended up
directing her to an online comment card, hopefully sending the conversation offline for good.
45. This is a clip of the top of our online comment card. Here a guest has an opportunity to tell
us as much as they want about their visit. We can gather all the important information that
we need to make internal changes to correct our shortcomings. When the guest sends this
card, it goes direct to the general manager of that location, and our director of operations,
who oversees all 9 of our restaurants.
46. Seek as much information as you can gather. Use it as a teachable moment for your business
to learn from mistakes.
Thank your customer for the opportunity to improve. And Invite them back. Give them an
incentive to give you another try.
Jenn is well-versed in apologizing to our guests. She writes a hand-written note to a guest at
least once a day on our fancy stationery. Enclosed in that correspondence is the note, a gift
card and her business card so the guest has someone to contact.
47. Follow-up with that guest.
For us, this is usually a step that seals the deal for our customers. Sure a company can send
you a letter with a few freebies. But how many actually follow-up after your return visit.
Jenn keeps track of all those gift card numbers. And each week, we check our list of “winback
gift cards” to see who redeemed one. And she will see if that guest returned. She can even
pull up the entire ticket from their visit, learning who their server was, where they sat, and
what they ordered. This makes follow-up easy.
She will then reach out to the guest to inquire about their visit. "Hey Guest, we sW that you
returned to Blue this weekend. Thanks so much for giving us another try. Saw that you
ordered the Itchy Salmon, my fav, what'd you think? did you have better service this time?
we'd love your feedback. if you have an opportunity, please shoot us a note.
And then we hold our breath and wait for their reply. I actually don’t recall an example of
when a guest said they had a 2nd miserable experience. Do you Jenn?
This program wins hearts. Sometimes, guests will even update their negative reviews into a
positive one. We get comments from people about how impressed they are that we cared to
reach out, or even bothered to reply.
This tweet... Explain lettuce cups.
50. Read the slide.
The responses that we get make our days. We have our own little celebration in our office.
This is what makes me love my job
51. The final strategy i want to talk about is rewarding loyalty. Reward your loyal brand
advocates. Some of you might have a frequent guest program. We’ve found alternative ways
to engage with and satisfy our regulars. Be it through our email program with a carefully
timed schedule of information and incentives, or keeping tabs on and rewarding our online
engagers. It's not perfect, but these are examples of personalized and grass roots
approaches to rewarding our advocates. Here are a few ways we do that.
52. At our Blue location in Denver we found ourselves engaging frequently on Twitter with Joey,
who would tweet us at every visit, and tweet nice feedback to his followers. So, we sent him a
gift card, thanking him for his loyalty and thanking him for spreading the good word. This
guy is the true definition of a Brand Advocate. Here’s a tweet from him, showing our thank
you note and declaring us his favorite new sushi and happy hour place in Denver.
54. This is Kathy. Kathy is a regular at our OG Blue location on 144th/Maple. She visited us two
days in a row one week - first at OG, then at Old Market Blue. We told her that she’s one of
our favorites.
55. And then we mailed her a little thank you note with a gift card. It was easy to find a mailing
address for her - we just sent it to her work address.
56. We do offer check-in specials on Foursquare. At Blue it’s a free Starter every 5th check-in.
57. On their 1-year anniversary of being an email subscriber, we celebrate by sending our guest
a email for free food. If after being subjected to a year’s worth of email communciations from
us, we’re assuming they’re still customers and we want to thank them for their loyalty. For
Blue, our offer is a free Starter.
59. A free Snack at Blatt. And I don’t have one setup yet for Plank - we are just a few months old.
But I’ll definitely get to this soon.
60. On Review Sites, sometimes the reviews are sooo good and the reviewer demonstrates that
they are a loyal and consistent customer, I will offer to send them a gift card to thank them
for their loyalty.
61. To recap what we’ve discussed.
1. Join the Conversation
BE PRESENT, and BE AVAILABLE, and HAVE A VOICE.
2. Keep in touch
Give your customer gentle reminders here and there that you still exist, and your product is
still awesome.
3. Win Them Back
Take responsibility for your mistakes, and take steps to make it right for your customer.
4. Reward Loyalty
Take care of your loyal Brand Advocates. They’ll take care of you.
62. That's all I have!
Does anyone have any questions for us?
63. Thank you for being here.
We've brought $10 gift cards for everyone