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Scott Shaw FRLA Marketing Summit 2012
Here are 3 potential trivia questions: 1. Name the artist who painted "The Starry Night": Vincent Van Gogh 2. What art movement originated in Italy in the late 13th century and was notable for its use of perspective and realism in painting: Renaissance Art 3. This American artist is famous for his pop art paintings of iconic American products like Campbell's Soup cans. Andy Warhol To enter: Follow us and tweet your answer with #ArtTrivia by 5pm Friday for a chance to win a $25 gift card!
Scott Shaw FRLA Marketing Summit 2012
- 1. FRLA 2.6.12 “Managing YourSocial Media Marketing” Scott Shaw, CEO Fishbowl
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- 4. Ongoing Evolution… Traditional Media New Media o • Telemarketing • SEO / SEM • Direct mail • Permission based • Print ads Email • TV Commercials • Social Media • Radio Ads • RSS Feeds • Review sites & Directories • Mobile Interaction
- 5. Confusing Landscape…where doI start?
- 6. Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card Plan on 4-5 hours a week initially, 2-3 hours a week later on
- 7. Claim Your OnlinePresence
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- 10. Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
- 11. Question? What is theone 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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- 13. Set Up YourEmail Account
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- 17. Hootsuite Dashboard Manage from one place
- 18. Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
- 19. Social Media =Loyal Guests 60% of fans and 79% of followers are more likely to recommend a brand they fan and follow. 51% of fans and 67% of followers are more likely to buy from the brands they fan and follow. Chadwick Martin Bailey and Imoderate Research Technologies ,2010 600 Million Active Worldwide Facebook users 20 million people “like” a brand each day!
- 20. 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
- 21. Not just side-work •Engaging your staff is the most important component of building your list in-house. • Discuss with your FOH staff that building your email list is an investment in the growth of your restaurant. • Share results of successful campaigns • Offer incentives to your employees to encourage list growth
- 22. ROI Increases withEmail List Growth More members more opens more traffic greater ROI. Email database size benchmarks by restaurant category*: Category Per Store Average Top 10% Percentile Casual Dine 3,100 7,600 Fine Dine 3,700 4,300 Fast Casual 1,000 3,900 Family 600 1,700 Quick Serve 500 1,200 Your Brand XXX Percentile Rank Growing your audience can result in 2 to 4 times greater returns than average. *Data as of December 2010, rounded to the nearest 100 22
- 23. Building your FacebookAudience • Make it easy to find your page • Reward for “Likes” • Check-in deals • Write engaging posts • 90 day goal: 500 new fans (2000 at one year)
- 24. 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
- 25. 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
- 26. Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
- 28. Is email reallySocial? Mobile Devices New Media Marketing Social Email Media How are people sharing?
- 29. Key Reasons tointegrate • Cross promotion • Encourage sharing of offers and information • Guest engagement • Drive Loyalty • Capture consumer data • Close the loop
- 30. Word of Mouthin Warp Speed 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.
- 31. 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
- 32. Loyalty 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
- 33. 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…
- 34. Off Beat isGood 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.
- 35. Twitter: Engage followersvia contest Challenge: generate interest and traffic early in the week • Trivia contest via Twitter – art themed, consistent with restaurant concept • Cross-promoted on Facebook • One of the correct answers picked to win #FreeSangria for their entire party RESULTS • Increase in Twitter followers, engagement on Facebook • Contest winners redeeming offer bring in up to $200 in additional revenue 35
- 36. Cross Channel Promotion Locatethe hidden QR code in-store And scan for a FREE surprise. Objectives: To drive traffic (increase frequency) to locations. To increase awareness and draw attention to our Community Wall. To provide an innovative and fun way for our guests to interact with the Which Wich brand. Results: Open Rate: 36% Click Thru Rate: 11% +5.7% Incremental Comp Sales Growth (over 4 day promotion)
- 37. Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
- 38. Social Media ConsumerInteraction Source: Beyond 2011
- 39. Conversations about yourRestaurant are rampant
- 40. 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
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- 42. Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
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- 44. Tracking Resources UseFREE 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
- 45. Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card • Extra Tidbit- How to Manage it all
- 46. Email Per StoreROI Assumptions: Table-service, $16 PPA x 2.5 guests = $ 40 average check per table 2,000 list members per store; 3 loyalty gifts (Welcome/Anniversary, B-day, Survey) $ 9 avg. discount, 10% average redemption, 40% direct costs, 20% cannibalization per store, full year: loyalty gifts only +1 visit/yr loyalty gift redemptions 600 600 additional undiscounted visits 0 2,000 total “program” visits 600 2,600 (x) check average = Added Sales $ 24,000 $ 104,000 (-) 20% cannibalization on offers (4,800) (4,800) (=) Net incremental sales $ 19,200 $ 99,200 (-) All discounts (600 x $ 9) (5,400) (5,400) (-) 40% direct costs (on incremental sales) (7,680) (39,680) (=) Added Profit before program costs $ 6,120 $ 54,120
- 47. 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. * $54,120 / 78 hours = $693 an hour!
- 48. Closing Thoughts… Do… Don’t be… • Get started • Intrusive • Make time • Slapdash • Involve staff • Cheap • Keep score • Boring
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- 50. THANK YOU! Scott Shaw Fishbowl scotts@fishbowl.com www.fishbowl.com Twitter/@fishbowlinc Facebook/@fishbowlmarketing
Editor's Notes
- #20 I want to stress how important it is to have a presence in either Twitter or Facebook or bothRecent statistics from Facebook show they have 400 million active users and more than 20 million people become fans each day. Twitter users post over 50 million tweets per day - that's an average of 600 tweets per second.The study also uncovered perceptions among consumers that those brands not engaging in social media are out of touch.Some Quotes about Brands not on Facebook or Twitter“It shows they are not really with it or in tune with the new ways to communicate with customers.”“It's expected that a company have some digital face - whether it's on FB or Twitter I don't know - but they need a strong electronic presence or you doubt their relevance in today's marketplace.”“Either they are not interested in the demographic that frequents Facebook and Twitter or they are unaware of the opportunity to get more exposure in a more interactive method.”If you don’t have a Fan page or a twitter account you are missing an opportunity to continue the conversation.In the next couple of slides I am going to show you how some brands have entered the Social Sphere. Bottom line Social Media is good for your brand recognition as well as your bottom line!
- #29 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