2013 FRLA Marketing Summit Presentation- Social & Online Recipe Book
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Transcript of 2013 FRLA Marketing Summit Presentation- Social & Online Recipe Book
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Social & Online Marketing Recipe Book for Success
Joe GabrielFishbowl
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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.
• Both Chain and Independent Operators plan to increase social media activity and spending in 2012 and beyond.
• Social media monitoring and reputation management is a key initiative for restaurants in 2013.
• Responding directly to guests and acquiring email addresses are the two leading objectives for Facebook marketing
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Confusing Landscape…where do I start?
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Recipe Book for Success Claim & Manage your
online presence Build your Email, Facebook,
Twitter audience base Plan and execute your online
engagement Listen and Respond to your
guests Prepare monthly report card
Plan on 4-5 hours a week to get started, 2-3 hours a week to maintain
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Claim Your Online Presence
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What does your potential guests see?
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One Stop Solutions
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Question?
What is the one 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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An Email Address!
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Set Up Social Media Accounts
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Pictures & Video Accounts Too
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Optimize your Cover Photo’s
First Impression Create overall Brand
Awareness Promote Events &
Specials
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Recipe Book for Success Claim & Manage your online
presence Build your Email,
Facebook, Twitter audience base
Plan and execute your online engagement
Listen and Respond to your guests
Prepare monthly report card
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• In Store• Paper Sign Up Slips• Staff Engagement & Incentives• POP• To-Go Bags• QR Codes• 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
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Building your Facebook Audience
Make it easy to find your page
Reward for “Likes” Tie special
incentives to Facebook joins
Write engaging & creative posts
Add e-club join to Facebook Timeline
90 day goal: 500 new fans (2000 at one year)
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Promote your Twitter page on Facebook Identify local notables, follow then and re-
tweet their posts Create Twitter only offers Use Hashtags (#) often Keep Tweeting! (3-5 per day) to keep high
rankings List size goals-50% of Facebook fan count Encourage Re-tweeting about eClub join
Building your Twitter Audience
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Utilizing Pinterest to gain followers
Pin images to promote Welcome and Birthday offers (link to e-club join page)
Pin often Connect your account with
Facebook and Twitter Variety is the spice of life!
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Goal: Increase Facebook Likes & Email Subscribers
Case Study : Cross promote to grow
Promoted Chicken Parm Dinner to go Contest for new Facebook Likes & Email Subscribers
Promoted via Facebook ads, In-store, Foursquare & Twitter
Saw 1000% increase in email subscribers, & 350% increase in Facebook Likes in 3 weeks
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Goal: Grow Guest Marketing List prior to store opening
Case Study : Pre Open List Building
Promoted “VIP” Pre-opening sweepstakes and offers to grow email list & Facebook Likes
Used in Restaurant signage, Live Facebook chat & Twitter to gain momentum
Gained 750 pre-open Facebook Likes and over 250 email subscribers
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Recipe Book for Success Claim & Manage your online
presence Build your Email, Facebook,
Twitter audience base Plan and execute your
online engagement Listen and Respond to your
guests Prepare monthly report card
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Elements of a successful program Mix of 3 elements: Brand,
Community, Loyalty
18-24 Emails per year3-4 Loyalty Based
5-7 Facebook posts per week
10-20 Twitter posts per week
80% Content and engagement 20% promotion
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LOYALTY RULES
Belated Birthday Birthday Member An-niversary
Welcome LSM Postcards Overall Open Rate
Series1 0.690874921626274
0.472418913342957
0.343597692747268
0.57253410017961
0.214769894586029
0.250692980559494
0.2274
5.00%
15.00%
25.00%
35.00%
45.00%
55.00%
65.00%
Restaurant Email Campaign Open Rates 2012Source: Fishbowl Client Study 2012
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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
Remove the Strings
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Case Study
WELCOME GIFTFree Menu ItemAVG Cost of Gift
$9.5057 % Open Rate12K Member ListAVG Check- $55
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Content is KEY
Post, Tweet & Email with a purpose
Promote Events, Guest Experiences, Newsworthy items
Use Humor- Have Fun DON’T BE BORING
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Involve your Guests & Staff
Create excitement about your brand
Include staff in the fun Give credit when using
other people’s pictures
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Encourage Feedback…
Provide “Like this” opportunities
Let the Fans give input Be Responsive
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Recipe Book for Success Claim & Manage your online
presence Build your Email, Facebook,
Twitter audience base Plan and execute your online
engagement Listen and Respond to your
guests Prepare monthly report card
![Page 31: 2013 FRLA Marketing Summit Presentation- Social & Online Recipe Book](https://reader038.fdocuments.us/reader038/viewer/2022103016/5555bb9bd8b42afe5d8b5015/html5/thumbnails/31.jpg)
Social Media Consumer Interaction
Source: Beyond
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You NOW Have to 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 2012
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Reputation Tracking
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Recipe Book for Success Claim & Manage your online
presence Build your Email, Facebook,
Twitter audience base Plan and execute your online
engagement Listen and Respond to your
guests Prepare monthly report
card
![Page 35: 2013 FRLA Marketing Summit Presentation- Social & Online Recipe Book](https://reader038.fdocuments.us/reader038/viewer/2022103016/5555bb9bd8b42afe5d8b5015/html5/thumbnails/35.jpg)
Sidework Marketing
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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 RSMI- Restaurant Social Media Index
Available Resources
Tracking Resources Use FREE resources available to you to measure & track digital media campaigns
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Recipe Book for Success Claim & Manage your online
presence Build your Email, Facebook,
Twitter audience base Plan and execute your online
engagement Listen and Respond to your
guests Prepare monthly report card Extra Tidbit- How to Manage
it all
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• 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,etc.√ Respond to guest comments (monitor review sites)√ Track results, communicate to staff
• Can’t find the time? Hire someone. It’s worth it.
Recap
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Questions?