ORA Restaurant Education Series Social Media Summit
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WELCOME! Restaurant Social Media Summit: Tips to Getting and Keeping More Customers Nov. 5, 2012 9:30 a.m. – 1:00 p.m.
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Transcript of ORA Restaurant Education Series Social Media Summit
WELCOME! Restaurant Social Media Summit:
Tips to Getting and Keeping More Customers
Nov. 5, 2012 9:30 a.m. – 1:00 p.m.
Welcome and Introductions Speakers ORA Strategic Partners ORA Staff
Agenda Lunch Format and Raffle Prizes Folder Contents Attendee Networking List
Housekeeping
ORA Social Media Summit
45 Marketing Tips in 45 Minutes
Presented by:
Jaime Oikle, Running Restaurants.com
ORA Social Media Summit
45 Online Marketing Tips for Restaurants...
Jaime Oikle-- RestaurantWebGuy.com-- RunningRestaurants.com
#1) Prioritizing: Online Marketing Pyramid
Web
SiteEmail Marketing
Text Messaging
Facebook Claim Listings
Mobile Site BloggingTwitter
YouTubeLinkedIn
Location Apps QR codes Social other…Mobile other…
Imp
ort
an
ce
1
2
3
#2) Review Your Website…On a desktop…With different browsers…Laptop…iPad…Smartphone…From Google (places)From Yelp/UrbanspoonFoursquare/CitysearchAnd more…
#3) Have Contact Info on Home & All…
#4) Have Great Photos…
#5) Highlight Your People…
…and look for more great people…
#6) Make Money From Transactions…EventsReservationsOnline OrderingMerchandiseGift Certificates
#7) Make Money From Events/Parties/Catering
#8) Menu Importance on Website
1. A top thing looked at2. Should be done in HTML3. Not with images / flash4. PDF as a backup5. PDF have link back to
site6. Easy to update (CMS)
GET FLASH…
Their main brunch menu page
Menus and Content…
#9) SEO TIPS…Good SEO = top positioning =
increased exposureHave good Page TitlesKeyword usageKeep content freshHave menu in text/htmlDon’t use flashAdd content (more pages)
BlogEmail archiveCoupons / SpecialsChefs / People / Awards
Claim your listings
Page Titles for SEO…
Restaurant nameCity / StateCuisineKeywordsAll pages!
#10) Getting Traffic to Your Site…
In storeMenuHost StandPost CardCheck PresenterBusiness CardsTable Tentsetc.
Email newsletterSocial mediaSEOCross linksGoogle ad wordsFacebook adsClaim listings Have contentKeep at it…
#11) Use Google Analytics…
#12) Types of Email Messages…Brand & Community (12-18)
MarketingContentEventsCharity
Loyalty (2-3)Welcome, birthday, anniversary
Surprise (1-2)Black Friday GC offer…
18 – 24 per year (1-2 per month)
#13) Elements of an Email…Subject LineRestaurant logoBranding
(consistent)Great photo(s)Headline & TaglineBody textReason why bulletsOffer(s)Call to action(s)Content
Event infoSpecialsA “hook”A deadlineEasy to transactTimelyFull contact infoVarious website
linksReservation link…Social media links
Subject Line: “November at Fleming's - An Early Holiday Gift for You” (sent 11/1)
Quick Links & Nav links
Nice Main Offer and Photo
Gift Card OfferContent: Steak & Wine
#14) Email Format Ideas…
#15) Restaurants & Birthdays
Everyone has one!Everyone loves theirs!1-2 or more b-day
meals!Send great offer!
Don’t be stingy…Try no strings…
High redemption rateBring others with them!!Celebratory event!Try to uncover b-days!
#16) Calendar Events & Email
Email Subject Line: “REMINDER: Make Your Father's Day & Graduation Reservations Early”
Top of mind awareness!
#17) Promoting @ The Weather
Let them know you’re open!
Show your toughness!
Show there for community!
Charity tie-insBe ready for big
storms…
Promoting @ The Weather
#18) Email Math…
2000 list @ $302 msg/mo = 4000
msg $30/4000 =
$.007525% = 1000 opens1000 opens at
$.03/ea1000 opens = 30
customer groups…Do the math…
#19) Text vs. Paper… Paper coupons have a life of less than 4
days
Mobile coupons have a life of 21 days
98% of Text messages are read
Average text message is read in 4 minutes
Paper coupons have less than 1%
redemption rate.
Mobile Coupons have a 10% to 30%
redemption rate
Forwarding = viral marketing
Text Case Study: El Chico Cafe1st PromotionBuy 1 entrée get 2nd
half price & 2 for 1 Margaritas
487 people in Database
5.3% Redemption in 1st 4 hrs
19.7% Redemption in 7 days
$2,592Revenue$94.50 Investment2,742% ROI
#20) How to List Build…Staff Table tent / placemats
Menu / check presenter
Bowl / Box / Paper slips
POS receiptsLoyalty ProgramsQR codeWebsite & OnlineE-data..Events & Community
#21) What to Talk About…ICEE (Inspire, Connect,
Entertain, Educate)Go ‘Behind the Scenes’Photos & VideosEvents…New menu items…Promotions…Sweepstakes / ContestRestaurant news…
Kid stuff…Holiday &
seasonal…Sports…GC’s &
merchandise…Catering & Takeout…Party Planning…And more…
#22) Get a Great Cover Photo on FB
Big!ChangeableNo URL’sNo calls to actionNo contact info
Cover Photos…
#23) Pin & Highlight Content on FB
Highlighted Content…
#24) Post Photos on Facebook…
Photo Content…
#25) Claim Your Listings on Review Sites
You’re already there
Take control…Web &
mobile…Decisions
being made!Monitor…
Claim Your Listings: where to go…
Google Places: http:// www.google.com/placesBing Maps: http:// www.bingbusinessportal.comYahoo Local: http:// listings.local.yahoo.comYelp: http://biz.yelp.com/signupUrbanspoon: click “Is this your restaurant”Tripadvisor: click “update business details”Citysearch: http://www.citygridmedia.com/advertise-
locally/Foursquare: https://foursquare.com/business
#26) Know that Mobile is Kicking A**50.4% smartphones in US (Nielsen 3/12)81% browse the Internet77% search68% use an app48% use it to get coupons and vouchers95% use smart phone to look for local information
like pizza places, movie show times77% have contacted a business, with 61% calling
and 59% visiting the local business74% make a purchase based on a smart phone
search.88% use browsed information to take a decision
on the same day.Yet 72% of website owners don’t have a mobile
optimized website.
#27) Get a Mobile Site
Home Page via Mobile
Mobile Optimized…
#28) Mobile Site Elements…
Name & logoLocation (addr, city, state, zip)Hours / Map / DirectionEmail & social linksMenuEventsCoupons/SpecialsReservations, Ordering, GC’sOther…
#29) Know Key Mobile Sites/Apps…
Yelp Search…
Foursquare…
Urbanspoon App…
#30) Try Some Mobile Ads…
“It's not too late to be early with mobile advertising”
#31) Do Takeout? Do Mobile Ordering…
#32) Use QR codes on…Table
tents/posters…Menus…Doors/signage…Print Ads…Postcard…Menu presenterBusiness cardsReceipts…
#33) Link QR codes to…Daily specialsMenusDrinksOrder pagesReservationsNutritional infoEmail or text joinEventsOffers / CouponsVideos / photosSurvey & more…
#34) Think About Getting an App
Icon!NotificationsBetter experienceSelf-containedFasterOrderingPull vs. top of mind
#35) Growing Your Twitter Followers…
Ensure Readiness… Website/Email/
FacebookSignage/Table Tents,
etc.Follow…Good PostsRetweet / Reply…Tweetup…Be active & take part
#36) Do a Tweetup…Twitter users eventMeet at restaurantPost text and
photos#hashtagBuzzLarge awarenessFun!
Tweet Case Study: CRAVE
Tweetup: The Results…
#37) Use Tools Like Tweetdeck…
#38) Reasons for Video…
The I’s…ImmersiveImpactfulInexpensiveImmediacy
Sharing & ViralEmbed & cross post
#39) Video Tips…
ShortMovingInformativeEntertainingFocusedBranded
What to do with Video…
Kitchen scene & menuWine & BeerMixologistPrivate Party spaceCatering / ClassesEvents… Customers…Community…
Video Examples…Link: http://www.theram.com/beer.html
Video Examples…Link: http://www.bourbonny.com
#40) Blogging for Restaurants
Deeper connection
Tell a storyPersonality
#41) Get on LinkedIn…
Business professionals “Facebook for businesses”
Skews male / older / higher incomeNetworkingConnectionJob Hunting & RecruitingDoing Business!
What to do on LinkedIn…
Complete a good profileBuild your networkJoin & participate in groupsPost updatesParticipate in “Answers”Create Company Page
LinkedIn: Profile…
Full name & photoHeadline (title)Work ExperienceSchoolsWebsite linksGet customized
URLRecommendationsConnect TwitterPublically Available
#42) Location Based Sites
“Check-ins”MobileSmart phonesGPSGameIncentives
#43) Start Playing With Pinterest…Virtual pinboardsSocial sharing: pin,
repin, like, comment, follow
Top 20 site (1.36 MM/day)
68% female 28% $100k+15.8 min/day (FB 12.1
Pinterest: Restaurants to check out…
http://pinterest.com/unclemaddioshttp://pinterest.com/redmangohttp://pinterest.com/tendergreenshttp://pinterest.com/newkscafehttp://pinterest.com/
LevyRestaurantshttp://pinterest.com/swifty711/
#44) Instagram for Restaurants…Mobile AppPhoto filtersGreat retro images!Encourage
customers to post with #hashtags
Like / Comment / Share / Follow
#45) Finding Time For It All…Website: 30 minEmail: 1 hourText:15 minFacebook: 1 hourListings: 1 hourTwitter: 30-60 min
YouTube: 30 min
LinkedIn: 15-20 minBlogging: 30-60 minMobile: 15 minLocation: 20 minApps: 15-20 minQR: 10 minOther: 15-30 minTotal: @ 8 hours (10-
12)
“Successful Online Marketing for Restaurants”
6 sessions + mini classesWebsitesFacebookTwitter, YouTube LinkedIn & BloggingEmail & Text Message Marketing, plus List Building
Mobile, Apps, QR, LocationRecap & Integration
How to Reap the Benefits of Positive
Word of Mouth with Yelp
Presented by:
Christina Christian, Yelp
ORA Social Media Summit
Page
88
1. What is Yelp?
2. How can I optimize my presence on Yelp and attract new customers?
3. What is the best approach when responding to reviews, good
and bad?
4. What’s the Secret to a Strong Reputation on Yelp?
Growing Your Business - Marketing Initiatives
Growing Your Business - Marketing Initiatives
Why Yelp Exists
To connect people with great local businesses.
Yelp Confidential
Yelp is“Transactiona
l” Social Media
What is Yelp?
What makes Yelp different?
Yelp isn’t a bulletin board or drive-by review site
Since Day 1, our focus has always been on creating a community of Yelp Users
Quality Control: Why Some Reviews Come Down
All businesses are equal in this regard.(Advertisers & non-advertisers treated equally; filtered reviews
viewable.)
Keeping Our Content Useful For Consumers
“Yelp runs its reviews through an anti-fraud filter, with impressive results; every fake review the Texan bought was flagged by Yelp’s algorithms, though his fraudulent reviews remain up on the seven other sites.”
Yelp by the Numbers
$864
Consumers on Yelp are Affluent, Educated Adults
(Writer Data Source: Yelp Signups; Reader Data Source: Quantcast.com, November 2011)
• 53% of Yelp Users are 35+
• 64% of Yelp Consumers make 100K or more/year
Unlock Your Free Business Owners Account: www.biz.yelp.com
Claim your page hereClaim your page here
Log in hereLog in here
Understanding Yelp Metrics & Free Tools
Optimize Your Business Listing & Attract New Customers
Connect With Your Customers. It’s FREE.
Page
103
Don’t: Freak Out
Don’t: Freak Out
Case Studies in Freaking Out
Yelp Confidential
Do: Engage Diplomatically
The Right Way To Do It
The Right Way To Do It
80% of Yelp Reviews are Three Stars or Higher
Negative reviews play an important role too• A variety of experiences are consistent with real life
• You can’t please 100% of your customers 100% of the time
Distribution of All Reviews
What’s the Secret to a Strong Reputation on Yelp?
If a yelper mentions “good” customer service in a review, they are over 5 times as likely to give a 5 star review rather than a
1 star.
Source: Based on Yelp reviews as of April 2012, excluding reviews that were filtered or removed.
Similarly, nearly 70% of “bad” customer service experiences are given a 1 star review and less than 5% are given 5 a star
review.
Yelp Confidential
Tip: Let People Know You’re on Yelp, but
Don’t Ask For Reviews
Page
111
Generating Yelp Content
Check Ins: Homepage Reminder
In-Office & Newsletter MarketingUpdate Your Email Signature
Provide Great Service!
We Offer Some Paid Upgrades on The Business Page
Removal of Competitor’s AdsRemoval of Competitor’s Ads
Video Player and Photo SlideshowVideo Player and Photo Slideshow
Search Advertising
1. What is Yelp?
Yelp connects consumers to great local businesses.
2. How can I optimize my presence on Yelp and attract new
customers?
Start using Yelp’s FREE tools today (biz.yelp.com). Your business
page will look better, and this can help attract new customers.
3. What is the best approach when responding to reviews, good
or bad?
Remember: respond diplomatically to reviews and don’t forget to
thank your customers for taking the time to share their experience
on Yelp.
4. What’s the Secret to a Strong Reputation on Yelp?
The most successful businesses focus on providing great customer
service, not soliciting reviews. Word of mouth will take care of itself.
biz.yelp.comwww.yelp.com/contact
Page
116
How the ORA Can Help Promote Your Business
Presented by:
Jarrod ClabaughORA Director of Communications
ORA Social Media Summit
Special Holiday Promotions:
Submit your Thanksgiving promo:
http://bit.ly/U2eA3y
Submit company press releases:
ORA Social Media Summit
“Like” us on Facebook:
https://www.facebook.com/OhioRestaurantAssociation
Follow us on Twitter:
https://twitter.com/OhioRestaurant
ORA Social Media Summit
Social Media at Jeni’s Splendid Ice Creams
Presented by:
Charley Bauer, Jeni’s
ORA Social Media Summit
Social Media @ Jeni'sCharly Bauer
@CharlyAtJenis
I think you are here to learn....
1. Why you need Social Media.
2. What will be your return on investment, ROI.
3. Where to spend limited resources?
I guarantee....
what you learn today will work for you IF.....you make the best ice cream in the world.
http://www.qsrweb.com/blog/8737/Restaurant-Social-Media-Top-10-Infographic
Jeni's Social Media Goal
Increase awareness and understanding of ourbrand—with a focus on driving sales at:
1. our retail partners 2. our shops and online
Tumblr
• 2246 user views (how many times your Yelp page was accessed or viewed.)
• 459 user actions (mobile check-ins, mobile calls, user uploaded photos, directions to business, clicks to your website)
Jeni's & Google
http://www.youtube.com/watch?v=ZUl0ZQC6HV8&feature=related
Jeni's Infrastructure
Mostly in the CloudGoogle Apps Not MicrosoftGmail based email...
Jeni's Hangout
Camp What-A-Wonder Campfire Cooking Chat
5-6 groups participated at any time
http://www.youtube.com/watch?v=B5ctne8vY7w
Infographic from Word of Mouth Marketing Association
12 – 1 p.m. Networking Lunch
Visit Each Strategic Partner
Network with Your Peers
1 p.m. Raffle Drawings
ORA Social Media Summit
Please Complete a Session Evaluation
Save the Date! NAPICS, Feb. 17-18, 2013
THANK YOU!
ORA Social Media Summit
