Your job as a marketer is hard - we get it. Landscapes are changing at lighting-fast speeds and best practices aren't shared as freely as they should be. Fear not, Privy is here with all the answers. Join us for this webinar where we'll share real life examples of social media investments and share exactly how much money they returned. See real ROI data and use this information to improve your marketing efforts. Learn: - Why you don't reach 100% of your Facebook fans with every post - Where is better to invest: Facebook or Twitter - Which Facebook ad format drives the most in-store sales - The ROI you should expect from each social channel

1. www.privy.com
(888) 602-0205
Social Media ROI for Restaurants:
What Facebook and Twitter Don’t Want You To Know

2. HOUSEKEEPING
• Start – 2:00p EST
• End – 2:30ish EST
• Q&A Period – 2:30ish-2:45ish
– How to ask questions?
@privy #privydata

3. OUR SPEAKER
Jake Cohen
– Co-founder, COO of Privy
@privy #privydata

4. SUMMARY
• Overview
• Distribution on Facebook and Twitter
• What it means for you
• ROI by channel
• Action items for TODAY
@privy #privydata

5. LEVEL | ADVANCED
This is an advanced webinar.
It is robust material and it is high level.
We have webinars of all levels.
@privy #privydata

6. WHAT WILL PRIVY DO FOR ME?
Privy allows you to measure which online marketing activities
drive in-store sales
and
grow your customer database
in real-time
@privy #privydata

7. TRADITIONAL MARKETING FUNNEL

8. TRADITIONAL MARKETING FUNNEL
?

9. HOW PRIVY WORKS

10. HOW PRIVY WORKS
15,675 views
3,462 claims
3,462 claims
893 Redemptions

11. HOW PRIVY WORKS

12. DISTRIBUTION ON
FACEBOOK & TWITTER

13. THE FACEBOOK NETWORK
All Facebook Users (~1 Billion)

14. THE FACEBOOK NETWORK
All Facebook Users (~1 Billion)
Your Fans

15. THE FACEBOOK NETWORK
All Facebook Users (~1 Billion)
Friends of your Fans
Your Fans

16. WHO ORGANIC POSTS REACH
All Facebook Users (~1 Billion)
5%-12% of your
fanbase*
*varies by post engagement
Friends of your Fans
Your Fans

17. WHO BOOSTED POSTS REACH
All Facebook Users (~1 Billion)
Target an audience on
traditional factors
People who are
traditionally targeted
by audience
Option A
Friends of your Fans
Your Fans

18. WHO BOOSTED POSTS REACH
All Facebook Users (~1 Billion)
Target fans and
friends of fans
Starts with close
friends of your fans
Option B
Friends of your Fans
Your Fans

19. HOW BOOSTED POSTS GROW
All Facebook Users (~1 Billion)
Target fans and
friends of fans
Expands to more
people if people are
engaging
Friends of your Fans
Your Fans

20. WHO PAID ADS REACH
All Facebook Users (~1 Billion)
People who are not
fans or friends of
fans
Targeting options:
• Age
• Gender
• Geography
• Interests
• Lifephase
• Income
Friends of your Fans
Your Fans

21. THE TWITTER NETWORK
All Twitter Users (~271 Million)

22. THE TWITTER NETWORK
All Twitter Users (~271 Million)
Your Followers

23. THE TWITTER NETWORK
All Twitter Users (~271 Million)
Followers of
your Followers
Your Followers

24. WHO ORGANIC TWEETS REACH
All Twitter Users (~271 Million)
Followers of
your Followers
Whoever is on
Twitter when you
post
Your Followers 5-6% on average

25. WHO ORGANIC TWEETS REACH
All Twitter Users (~271 Million)
Followers of
your Followers
Your Followers
Tweet more, get
more:
“Brands that tweet 2-3
times per day can
reach up to 30% of
their total audience” -
Twitter
http://marketingland.com/facebook-twitter-impressions-
90878

26. WHO PROMOTED TWEETS REACH
All Twitter Users (~271 Million)
Followers of
your Followers
Your Followers
Targeting options:
• Gender
• Geography
• Interests
• Device
• Language
• Keywords
• Custom
Audiences

27. PUBLISHING: FACEBOOK VS TWITTER
Facebook
Reach
Organic (Free)
Restricted to 5%-
7% of Fans
Promoted (Paid)
Targets friends of
fans or traditional
targeting

28. PUBLISHING: FACEBOOK VS TWITTER
Facebook
Reach Reason
Organic (Free)
Restricted to
5%-7% of Fans
Facebook wants
to people to
receive relevant
content
Promoted (Paid)
Targets friends
of fans or
traditional
targeting
Facebook wants
to make sure
you reach who
you want

29. PUBLISHING: FACEBOOK VS TWITTER
Facebook Twitter
Reach Reason Reach
Organic (Free)
Restricted to
5%-7% of Fans
Facebook wants
to people to
receive relevant
content
Unrestricted,
though generally
reaches 5%-6%
of your audience
Promoted (Paid)
Targets friends
of fans or
traditional
targeting
Facebook wants
to make sure
you reach who
you want
Targets your
existing
audience or
traditional
targeting

30. PUBLISHING: FACEBOOK VS TWITTER
Facebook Twitter
Reach Reason Reach Reason
Organic (Free)
Restricted to
5%-7% of Fans
Facebook wants
to people to
receive relevant
content
Unrestricted,
though generally
reaches 5%-6%
of your audience
Twitter wants
people to get
timely,
instantaneous
information**
Promoted (Paid)
Targets friends
of fans or
traditional
targeting
Facebook wants
to make sure
you reach who
you want
Targets your
existing
audience or
traditional
targeting
Twitter wants to
make sure you
get enough
exposure

31. WHAT THIS MEANS FOR YOU
Facebook
Type
Organic (Free)
Make it relevant to
your fans! (check
what posts have
received most
engagement)
Promoted (Paid)
Promotions (for
fan/customer
acquisition)

32. WHAT THIS MEANS FOR YOU
Facebook
Type Frequency
Organic (Free)
Make it relevant
to your fans!
(check what
posts have
received most
engagement)
Once per day
Promoted (Paid)
Promotions (for
fan/customer
acquisition)
Only when you
have a plan/goal
in place

33. WHAT THIS MEANS FOR YOU
Facebook Twitter
Type Frequency Type
Organic (Free)
Make it relevant
to your fans!
(check what
posts have
received most
engagement)
Once per day
Timely and
immediate!
Promoted (Paid)
Promotions (for
fan/customer
acquisition)
Only when you
have a plan/goal
in place
Promotions (for
fan/customer
acquisition)

34. WHAT THIS MEANS FOR YOU
Facebook Twitter
Type Frequency Type Frequency
Organic (Free)
Make it relevant
to your fans!
(check what
posts have
received most
engagement)
Once per day
Timely and
immediate!
3-5 times per
day!
Promoted (Paid)
Promotions (for
fan/customer
acquisition)
Only when you
have a plan/goal
in place
Promotions (for
fan/customer
acquisition)
Only when you
have a plan/goal
in place

35. ROI BY CHANNEL

36. ACQUISITION ROI
Which channels are best at acquiring new
customers?

37. YOUR WEBSITE
95.26%

38. NEW CUSTOMER ACQUISITION
120.00%
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
% of Customers Acquired That Are New
Website Email Facebook Twitter

39. REPEAT CUSTOMER ROI
Which channels are best at acquiring repeat
customers?

40. EBLASTS
54.49%

41. REPEAT CUSTOMER ACQUISITION
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
% of Customers Acquired that were Repeat
Website Email Facebook Twitter
Repeat

42. REDEMPTION DATA
Which channel produces the highest intent
customers?

43. 3 WAY TIE
~26.7% Redemption Rate

44. REDEMPTION RATE BY CHANNEL
26.64% 26.76%
15.03%
26.69%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Website Email Facebook Twitter
26.7%

45. ACTION ITEMS FOR TODAY
• Build two strategies:
1. Acquisition
2. Retention
• Why?
• You can only retain what you acquire.
• Acquire more, retain more…sales grow

46. RETENTION STRATEGY
• Business goal: increase sales
• Marketing Goal: increase frequency by driving
transactions from existing customers
• Channels: Email
• Tactics: time-specific promotions,
announcements, brand character content

47. ACQUISITION STRATEGY
• Business goal: increase sales
• Marketing Goal: drive trial from new customers
• Channels: Website, Facebook, Twitter
• Tactics: gated promotions (via organic posts or
targeted ads/posts/tweets)

48. LAST THOUGHT
• Let’s get nitty-gritty
• Free trial

49. Q & A
• Check out: blog.privy.com
• Tweet us! @Privy
• Tweet me! @jfccohen
• Send me an email: jake@privy.com
@privy #privydata

50. WHY THIS MATTERS
• Privy helps you understand which channel drives
the highest ROI for your brand
– By campaign
– By activity
– By daypart
– By $ spent