Managing Your Online

& Social Media Marketing

Tuesday, November 15, 2011

Agenda

• Marketing’s Evolution

• Online landscape

• Claiming your Online Presence

• Where do I start?

• Managing My Online Marketing

• What should I be doing?

• How do I do it?

• Who should do it?

• How do I keep score?

• Q&A

Marketing’s Evolution…

Traditional Marketing

– Telemarketing

– Direct mail – Print ads

– TV Commercials – Radio Ads

– SPAM

Online Marketing

–SEO / SEM

–Permission based Email –Social Media

–RSS Feeds –Review sites & Directories

–Mobile Interaction

Consumer Trends

US

consumers

now spend

more hours

online than

watching TV

or any other

leisure

activity

Restaurant Survey Findings

• The vast majority of restaurants are already using Facebook

for marketing purposes –87% of chains and 79% of

independents.

• Twitter has significantly less traction than Facebook. Further, it

is embraced by chains more so than Independents.

• Social media monitoring and reputation management is a key

initiative for restaurants in 2011.

• Responding directly to guests and acquiring email addresses

are the two leading objectives for Facebook marketing

• Both Chain and Independent Operators plan to increase social

media activity and spending in 2011 and beyond.

Confusing Landscape…where do I start?

sm3 Recipe Book

1. Claim your online presence

2. Manage your online presence

3. Build your Email, Facebook, Twitter audience base

4. Plan and execute your daily/weekly/monthly marketing

5. Prepare monthly report card

Plan on 4-5 hours a week initially, 2-3 hours a week later on

Claim Your Online Sites

Verify content and info

One Stop Solutions

sm3 Recipe Book

1. Claim your online presence

2. Manage your online presence

3. Build your Email, Facebook, Twitter audience base

4. Plan and execute your daily/weekly/monthly marketing

5. Prepare monthly report card

Plan on 4-5 hours a week initially, 2-3 hours a week later on

Set Up Email Account

Launch on Twitter

Single Log-In Management Tools

Hootsuite Dashboard

sm3 Recipe Book

1. Claim your social media sites

2. Manage your online presence

3. Build your Email, Facebook, Twitter audience

4. Plan and execute your daily/weekly/monthly marketing

5. Prepare monthly report card

Plan on 4-5 hours a week initially, 2-3 hours a week later on

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!

Social Media = Loyal Guests

• 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

Build Your Email List

Building your Facebook Audience

• Make it easy to find

your page

• Reward for “Likes”

(drives viral)

• Check-in deals

(drives viral)

• Write engaging

posts (drives Likes

and comments)

• 90 day goal: 500

new fans (2000 at

one year)

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

Facebook: 0 to 600 in 3 months!

• Promote your Twitter page on Facebook

• Identify local notables, follow then and retweet

their posts

• Create Twitter only offers

• Keep Tweeting! (3-5 per day) to keep high rankings

• List size goals-50% of Facebook fan count

Building your Twitter Audience

sm3 Recipe Book

1. Claim your online presence

2. Manage your online presence

3. Build your Email, Facebook, Twitter audience

4. Plan and execute your daily/weekly/monthly marketing

5. Prepare monthly report card

Plan on 4-5 hours a week initially, 2-3 hours a week later on

Social= Viral = Word of Mouth

Email

•How’s this for a tax deduction---take $10.40 off your check, April 15th only! Alcohol & gratuity not incl, min purchase of $20 required. One-time offer. Mention you read this on Facebook!

Facebook

• Tax day fatigue? Come in 4/15 for $10.40 off a check of $20 or more. Restrictions apply. Just show your Tweet to your server!

Tweet

• Customer "checks" in with your restaurant, finds out about promotion and this is broadcast to their social network (Facebook, Twitter) which in turn advertises your venue to his or her friends, gaining exposure to even more people.

Foursquare

Elements of a successful 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

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

Case Study

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…

Off Beat is Good

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.

Twitter Case Study

Grew sales on usually “Lost” Days

Due to inclimate weather by engaging

Guests on Twitter. Gained regional exposure

On local TV and print- priceless

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.

Case Study: Bun-ny Hunt

Results:

Locate the hidden QR code in-store

And scan for a FREE surprise.

Objectives:

Open Rate: 36%

Click Thru Rate: 11%

+5.7% Incremental Comp Sales Growth (over 4 day promotion)

sm3 Recipe Book

1. Claim your online presence

2. Manage your online presence

3. Build your Email, Facebook, Twitter audience

4. Plan and execute your daily/weekly/monthly marketing

5. Prepare monthly report card

Plan on 4-5 hours a week initially, 2-3 hours a week later on

Sidework Marketing

Social Media Monitoring

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

Available Resources:

Insights & Analytics

Use FREE resources available to you to measure & track digital media campaigns.

• 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

√ 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.

How To Manage Your Online Marketing Program

Questions?

Thank You!

Joe Gabriel

Fishbowl

jgabriel@fishbowl.com

twitter/fishbowljoe

facebook/fishbowljoe

www.fishbowl.com/newjersey