Converting Social Media To Foot Traffic - Lauren Fernandez (Social Fresh WEST 2013)


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  • A little bit about Morton’s The Steakhouse:72 locations worldwide.The best steak…anywhere. Not just a steakhouse, but offers seafood, steak, chicken, lamb chops and gluten-sensitive options. Landry’s Inc  As the owner and operator of more than 450 properties, including more than 40 unique brands such as Landry's Seafood, Chart House, Saltgrass Steak House, Bubba Gump Shrimp Co., Claim Jumper, Morton's The Steakhouse, McCormick & Schmick's, Mastro's Restaurants and Rainforest Cafe, we tout a combination of good, fresh food, unparalleled service and marvelous locations. When you add four Golden Nugget Hotel and Casino locations to the mix, along with numerous hotel properties and other entertainment destinations, you can see how we have vaulted into position as one of America's largest dining, entertainment, gaming and hospitality companies.Talk about what we do social media wise – the big picture. 140 Facebook pages30 Twitter accountsInstagram accounts – 12
  • Stop and think about it. Much of your social content across the board should be treated as a type of ad. Witty content with a photo of product? You want it to cause an action. Promotion that you want to have a WOM domino effect? You are indirectly advertising to them. Manipulation through data is key to get people into the stores.Note, this is not content that sucks. Every piece of content serves as an ad to your customers, as you want to cause an action: whether it be awareness, purchase or going into the store – you have to answer the question, “What do I want my customers to do after they read a piece of social media content?”
  • Customer behavior can be broken into two segments: your current customer, and those you want to have as customers. In the middle, there are the customers that want to be the regular customer, as they are striving to be at a certain level.  Consumer behavior is the foundation and basis for converting online content to foot traffic in-store: all while tracking the process.
  • Discuss Morton’s The Steakhouse customer behaviorSo what are our customers like?Expense accounts – those that come in Tuesday, Wed and Thurs for conferences, meetings, or just after work. They trend to the bar, or to big tables with money to spend. (60 percent)Special Occasion Customer/Customers that like special menus – Many of our guests are those that celebrate special occasions, whether it be an anniversary, birthday, or work promotion. We always ask if you have a special occasion celebration, as we do specialized menus and a free dessert. We also have customers who like our promo menus – Steak and Seafood, etc. This falls into the category of those who WANT to be regulars at Morton’s, but view it as more of a place to celebrate something momentousRegulars/VIPs – those that routinely come in to our Morton’s locations. Many have the VIP status. All guests are treated as a VIP type though.Our social media customer tends to fall into the Special Occasion Customer/Those who want to be regulars – although we have regulars that routinely tweet, and even our Chefs!Create Customer profiles – the 5 W’s of your customer. Who is the customer, what does the customer want, why do they want it, where do they want it and how do they want it.
  • Our customers want to have the best of the best. It’s why our trademark is “The best steak… anywhere.” Because it is. We hit the demographic that knows they are getting the best food, at a great quality.We tend to not discount heavily because of the high-end type of brand Morton’s is. We give away small, knowing that the spend will have a higher profit margin.Once you understand your demographic and customer behavior, you can move on to the different steps of the online to offline customer.
  • Each week, set aside time to evaluate your data – whether it is on Facebook, Twitter, bounce-back to your website, or something else. Humans are habit-forming, and tend to form routines. You will start to see patterns in behavior, from the time that a consumer posts, to the type of posts that resonate the best. It’s not enough to look for certain topics, but certain words, and even how you structure them, is going to impact how a consumer reacts to the content.Look at:Time: What times are the best for posting? Did one post do better than another? We do A-B tests with the same topic and type of content at different times to understand this.Type of person – Age, sex, location, how much the contribute to your page. Note that a lot of this might be manual scoring and understanding of your consumers. Remember, you want to focus on what the consumer will do after reading the content. What type of action do you want them to take? And how can you track it?
  • Content – what type of words do they use? How do they describe your product? Is the vocabulary more sophisticated, and how will that rank against Facebook’s algorithm?Content that causes a lot of action – what words were in comments? Any correlation with the actual status update?What part of the content grabbed their attention? Click Ratio – number of clicks that take them off FB (if applicable) vs. FB ReachThe Morton’s example:Pick out specific words – types of wine, vodka vs. whiskey, cajunribeye vs. bone-in – what do our customers like? What are their favorites? Shorter vs. longer? Do they like our professional shots or user generated?What type of person is posting – Does it hit our target demographic? Is it the younger crowd? Clicks - – we always use unique URLs when its promotions, holidays, menus, or something else we can track back to our website or in the store. We even do it for a basic date night. Compare the reach of the post to the # of clicks – is there any correlation? How many reservations did we get off it?
  • The action that a consumer takes is called a “driver.” What will drive the consumer to your store? Is it the type of content? Is it the type of promotion?  Social DriversLifestyle DriversTechnology DriversThe key to getting butts in seats is understanding what a consumer will do to get to your location, and what they will do once inside. This is why it’s imperative to understand the various layers of your consumer. The type of drivers we look for at Morton’s when creating social content that will drive traffic:Social: ? Are they social media savvy vs. not? (will they photograph their meal, share it with us? We see food shots with the under 35s, people photos for 35+) Are they the type of person who would come in for drinks after work, or sit down to have a meal with us? Do they tend to eat in groups, or solo? Do they prefer specific Bar Bites over something else? Our guests tend to get very specific on what they like/do not like.Lifestyle: Would they be above, at or below the average check? What city do they live in and region? Another social driver to look for is if they are the type of guest to use a deal or offer. With high-end brands, we are careful on discounting because of the perception and reputation Morton’s has. Technology: Are they mostly on mobile devices? Is it a smartphone vs. not? Are they ones that constantly comment on our pages? What do they like to talk about… use those to drive people into the store or online.Your next step is to think on: What layer of consumer are you hitting?
  • The different layers of the consumer are important because each piece of content is going to hit various points on the layer. Say that Morton’s posts about Valentine’s Day. The end goal is to hit what they do once the offer is redeemed – in this case, it would be our Steak and Lobster for 2 for a set menu price. Do they order wine? Have dessert? Those are the numbers we look for to see how much money we have made off of something.If we are only posting about one of our menu items, we hit Action they take when they see social media content. Do we want them to make a reservation? Think about steak for tonight? If it’s a reservation, link to the page. It might seem basic, but its something that so many miss.
  • One of the most important parts of content to foot traffic is showing the results.
  • Yes, that is Mr. T in one of our Morton’s locations. The C-Suite should always ask what the ROI is from posting on social media. This is the fun part – measuring the consumer action based off of their behavior. Presentation of success should be similar to the below: What It Was: What was the offer or clickable action? How many clicks did you receive from the social content alone?What They Did: What did the consumer do once in store? How many redeems were received, and how does that vary from the # of clicks?Looking Past the Click: What did the consumer do in addition to the offer? Did they spend outside of the offer?  Consumer behavior, analytics and amplifying content to get foot traffic is all about telling a story and relating to people through their habitual behavior.
  • Morton’s is about our people. The staff, the way we connect, and how we make everything a special occasion.This is why we hit the type of demographic we do on social media – which varies slightly from the type of demographic we target in marketing.Morton’s on social is all about the special occasion – celebrating those milestone moments decided on by our customer, not us. New jobs, birthdays, just because it was a good year – Morton’s does it for them.Surprise and Delight – talk about how MRT surprises and delights customers by monitoring/tracking content, and how we can track to check spend if they make a reservationTwitter Chat – what we did with Wade/using our people as educators + giveaways
  • Tracking content through to reservations – different type of promotionsBit.lyReservations page/Google AnalyticsCompare clicks to actual reservationCompare average check on the day
  • Why are food holidays so great? It gives us a fun way to tie into our food, and make people think about coming in to see us, just once. We also tend to do a featured item at a certain price to drive traffic in to our stores. 1-day, short term promotions work because its not repetitive and something that only occasionally happens.Food Holidays and specific promos by location:1st Lobster Day: was promoted on social media only, sold out in East Coast locations (120+ lobsters at individual locations sold)Filet Mignon Day:$36,366 $1 Filet Sandwiches Sold So successful that some locations sold out prior to dinner serviceFox newsReached more than 66K peopleAmount of Tweets – those who used both @Mortons and just mentioned Morton’s: 876 tweets2nd Lobster Day:Total # of Lobsters sold: 7,397Success of first led to secondRemember how we talked about drivers and the layer? Remember, most will not come in just to have the Lobster. They will want to order sides, dessert and drinks. As you can imagine, our sales were through the roof that day – all because of social media.
  • How do we tie in Morton’s The Steakhouse into all of our brands?Ask the audience: Have you been to a M & S? Chart House? Golden Nugget? Those are all under our umbrella, as we are the owner/operator of more than 450 properties worldwide. Discuss Landry’s 12 Days of Presents/type of results we had.2,087 tweets on Morton’s day aloneGiveaway of $100 gift cardsJan. bounce backReservations link – 100 reservations off it
  • Remember:Consumer behavior, analytics and amplifying content to get foot traffic is all about telling a story and relating to people through their habitual behavior.
  • Converting Social Media To Foot Traffic - Lauren Fernandez (Social Fresh WEST 2013)

    1. 1. Converting Social Media to Foot TrafficLauren Fernandez, Morton’s The Steakhouse (@Mortons)
    2. 2. Morton’s is a part of a bigger picture.
    3. 3. What we will cover…  Amplify, not replace your content to create foot traffic  How to identify key trends in your data/demographics  How to uncover drivers – what causes the online to offline action?  How Does The Content Interplay with Foot Traffic?  Morton’s The Steakhouse examples
    4. 4. “Social ads are amplifiers, not replacements. If the content sucks, your ROI will suck too.“ -Len Kendall, @lenkendall
    5. 5. Amplify, not replace. But how do we get there? Start with your customer behavior.
    6. 6. Step 1: Identify Key Trends
    7. 7. Key Trends to Look For: Continued  Content that causes action  What part of the content grabbed their attention?  Click Ratio  The Morton’s example
    8. 8. Step 2: Uncover Drivers No, not with your car.
    9. 9. Type of Drivers • Social Drivers • Lifestyle Drivers • Technology Drivers
    10. 10. Different Layers of Consumer • Action they take when they see the social media content • Action they take to redeem the offer, promotion or action listed in the content • What they do once the offer is redeemed – do they spend outside of the limits?
    11. 11. Content Interplay with Foot Traffic Step 3: How do you show success?
    12. 12. Content To Foot Traffic If your C-Suite isn’t asking how content impacts foot traffic: …..You’re doing it wrong.
    13. 13. Presenting Success What It Was What They Did Looking Past The Click
    14. 14. What’s Your Story? Morton’s The Steakhouse
    15. 15. Tracking Content to Reservation
    16. 16. Morton’s: Tapping Into Wants • Lobster Specials • Filet Mignon Day • Food Holidays: Short Term Success
    17. 17. Landry’s Inc. Social Media How does Morton’s tie into the overall picture?
    18. 18. Any Questions? Lauren Fernandez Social Media Manager, Landry’s, Inc. @LandrysInc @Mortons @cubanalaf