Post on 20-Jun-2015
description
www.privy.com
(888) 602-0205
Social Media ROI for Restaurants: What Facebook and Twitter Don’t Want You To Know
HOUSEKEEPING
• Start – 2:00p EST• End – 2:30ish EST• Q&A Period – 2:30ish-2:45ish– How to ask questions?
@privy #privydata
OUR SPEAKER
Jake Cohen– Co-founder, COO of Privy
@privy #privydata
SUMMARY
• Overview
• Distribution on Facebook and Twitter
• What it means for you
• ROI by channel
• Action items for TODAY
@privy #privydata
LEVEL | ADVANCED
This is an advanced webinar.
It is robust material and it is high level.
We have webinars of all levels.
@privy #privydata
WHAT WILL PRIVY DO FOR ME?
Privy allows you to measure which online marketing activities
drive in-store salesand
grow your customer databasein real-time
@privy #privydata
TRADITIONAL MARKETING FUNNEL
TRADITIONAL MARKETING FUNNEL
?
HOW PRIVY WORKS
HOW PRIVY WORKS
15,675 views3,462 claims
3,462 claims893 Redemptions
HOW PRIVY WORKS
DISTRIBUTION ON FACEBOOK & TWITTER
THE FACEBOOK NETWORK
All Facebook Users (~1 Billion)
All Facebook Users (~1 Billion)
THE FACEBOOK NETWORK
Your Fans
All Facebook Users (~1 Billion)
THE FACEBOOK NETWORK
Friends of your Fans
Your Fans
All Facebook Users (~1 Billion)
WHO ORGANIC POSTS REACH
5%-12% of your fanbase*
*varies by post engagement
Your Fans
Friends of your Fans
All Facebook Users (~1 Billion)
WHO BOOSTED POSTS REACH
Target an audience on traditional factors
People who are traditionally targeted by audience
Option A
Your Fans
Friends of your Fans
All Facebook Users (~1 Billion)
WHO BOOSTED POSTS REACH
Target fans and friends of fans
Starts with close friends of your fans
Option B
Your Fans
Friends of your Fans
All Facebook Users (~1 Billion)
HOW BOOSTED POSTS GROW
Target fans and friends of fans
Expands to more people if people are engaging
Your Fans
Friends of your Fans
All Facebook Users (~1 Billion)
WHO PAID ADS REACH
People who are not fans or friends of fans
Targeting options:• Age• Gender• Geography• Interests• Lifephase• Income
Your Fans
Friends of your Fans
THE TWITTER NETWORK
All Twitter Users (~271 Million)
THE TWITTER NETWORK
All Twitter Users (~271 Million)
Your Followers
THE TWITTER NETWORK
All Twitter Users (~271 Million)
Followers of your Followers
Your Followers
WHO ORGANIC TWEETS REACH
All Twitter Users (~271 Million)
Followers of your Followers
Your Followers 5-6% on average
Whoever is on Twitter when you post
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
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
PUBLISHING: FACEBOOK VS TWITTER
Reach
Organic (Free) Restricted to 5%-7% of Fans
Promoted (Paid)
Targets friends of fans or
traditional targeting
PUBLISHING: FACEBOOK VS TWITTER
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
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
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
WHAT THIS MEANS FOR YOU
Type
Organic (Free)
Make it relevant to your fans!
(check what posts have received
most engagement)
Promoted (Paid)Promotions (for fan/customer acquisition)
WHAT THIS MEANS FOR YOU
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
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)
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
ROI BY CHANNEL
ACQUISITION ROI
Which channels are best at acquiring new customers?
YOUR WEBSITE95.26%
NEW CUSTOMER ACQUISITION
Website Email Facebook Twitter0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
% of Customers Acquired That Are New
REPEAT CUSTOMER ROI
Which channels are best at acquiring repeat customers?
EBLASTS54.49%
REPEAT CUSTOMER ACQUISITION
Website Email Facebook Twitter0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
% of Customers Acquired that were Repeat
Repeat
REDEMPTION DATA
Which channel produces the highest intent customers?
3 WAY TIE~26.7% Redemption Rate
REDEMPTION RATE BY CHANNEL
Website Email Facebook Twitter0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
26.64% 26.76%
15.03%
26.69%26.7%
ACTION ITEMS FOR TODAY
• Build two strategies:1. Acquisition2. Retention
• Why?• You can only retain what you acquire.
• Acquire more, retain more…sales grow
RETENTION STRATEGY
• Channels: Email
• Tactics: time-specific promotions, announcements, brand character content
• Business goal: increase sales
• Marketing Goal: increase frequency by driving transactions from existing customers
ACQUISITION STRATEGY
• Channels: Website, Facebook, Twitter
• Tactics: gated promotions (via organic posts or targeted ads/posts/tweets)
• Business goal: increase sales
• Marketing Goal: drive trial from new customers
LAST THOUGHT
• Let’s get nitty-gritty
• Free trial
Q & A
• Check out: blog.privy.com
• Tweet us! @Privy
• Tweet me! @jfccohen
• Send me an email: jake@privy.com
@privy #privydata
WHY THIS MATTERS
• Privy helps you understand which channel drives the highest ROI for your brand– By campaign– By activity– By daypart– By $ spent