Let’s Get Digital!
Homer “Homerun” Nievera
Maximizing Digital Marketing for Your Restaurant Business
What you will learn…
• Key digital technologies that should be used to launch a digital marketing campaign.
• Simple social media techniques that you can use now.
Do you have online presence?
Website?Blog?
Facebook Page?
Twitter Account?Multiply Store?
8 Marketing Technologies that Affect Customer
Restaurant Choices
Tech #1: Website
• First line of offense
• The “Face” of the establishment
• Directions, menu, promos, etc.
Tech #2: Social Media
• User-generated content – buzz around the net
• Customers rely on what others say rather than biased ads
• Word-of-Mouth: Facebook, Twitter
Tech #3: Review Sites/Blogs
• Online “Review Card”
• May be blogs from food bloggers
• Yelp.com
Tech #4: Wi-Fi Availability
• Brings more people in the door, though not necessarily ups revenues
• Availability of free Wi-Fi affects venue choice for 64%* of customers
• Make sure: get password from cashier
*In-Stat, September 2010
Tech #5: Online Ordering
• For those that offer carry-out or delivery: order accuracy
• Best way to create a database
Tech #6: Online Reservations
• Offers convenience: Online/Mobile
• Accuracy of orders
Tech #7: Mobile App/s
• An “App” for everything: reservations, finding restaurants, counting calories, ordering online or choosing the right wine for a meal, etc.
• Speed and convenience is key today
• 20%* Smartphone penetration in PH
*Acer study, 2011
Tech #8: Geo-Location Services
• “Check-in” [Facebook, Foursquare]
• Friends can make plans/Meet-up
• Viral branding
A QUICK LOOK AT SOCIAL MEDIA
BlogsFacebook Page
Twitter Account
BLOGGING STRATEGY 101
Strat #1: Familiarize yourself with blogging and consumer-generated media• Many novice bloggers confuse
corporate blogging with PR and advertising [non-promotional]
• Blogging culture is about real people sharing their personal experiences and insights, and engaging others in thoughtful conversation.
Strat #2: Determine whether a blog is right for your company• Conduct an assessment of your
restaurant's goals and PR strategy
• Will a blog help you meet your marketing goals? - Higher SEO rankings,- More press coverage - Demonstrating leadership and innovation in your industry
Strat #3: Develop a content strategy• Overall PR and SEO strategies and
your business goals.
• Your objective is to develop content that draws an audience.
• Build your brand, demonstrating expertise in your field and highlighting innovations initiated by your company
Strat #4: Identify the best person to write your blog• In-house or Outsource?
• A voice that your customers will trust and relate to
• Personality and writing ability
Strat #5: Choose an appropriate publishing platform• In-house or Outsourced?
• Integrated in your current website?
• Use: Blogger, Wordpress, etc.
Strat #6: Optimize your blog content for search engines• Conduct keyword research to identify
your top phrases
• Emphasize your top terms within each post's title, body, categories and tag
Strat #7: Initiate an honest conversation with your audience• Dialogue and interaction are
fundamental to successful blogging
• Studies indicate that customers often ignore advertising, but increasingly rely on word-of-mouth recommendations for making purchasing decisions.
Strat #8: Monitor the blogosphere for relevant news and ideas• Connect with other thought leaders in
the blogosphere
• Bringing relevant content to a conversation and demonstrating authority on relevant subject matter raises a blogger's credibility and notoriety.
Strat #9: Write often, stay focused, and include relevant links to increase readership
• Research indicates that publishing frequency influences blog traffic
• Post more frequently and you will garner more readers
• Use RSS feeds
Strat #10: Set a blogging policy and blogging guidelines• Setting rules and expectations will
help you avoid bad publicity and protect your credibility.
• Taking the time to think about every post before you publish will save you embarrassment and public criticism.
*Source: http://www.scoutblogging.com/blogs101.html
5 Reasons Why You Should Be on
And why it’s beyond the “Likes”
Reason #1: Facebook fans become restaurant customers• The most obvious reason why use
• Educate >> Inform >> Market >> Customers
• 51%* of consumers said they are more likely to buy a product since becoming a fan on Facebook
*Constant Contact and research firm Chadwick Martin Bailey
Reason #2: Online consumers will talk you up• An average Facebook user has 130
friends and likes 80 pages
• 56%* of consumers say that they are more likely to recommend a brand after becoming a fan (“Like”)
• Each week on Facebook more than 3.5 billion pieces of content are shared
*Constant Contact and research firm Chadwick Martin Bailey
Reason #3: Your coupons or deals reach a wider audience• Offer a digital coupon for a free food
or beverage item when someone “Likes” your Facebook page.
• Study* shows that 57% of consumers become fans of brands or businesses for this reason.
*Constant Contact and research firm Chadwick Martin Bailey
Reason #4: People want to know you better• Be transparent: the “Face” beyond the
Brand.- Photo of the chef with famous
dessert- Try new cocktail, get their feedback
• Types of offers that can make customers feel more personally connected to your brand.
Reason #5: Better results from marketing • Localized FB tools
- Sponsored and Like Ads- Create, Test, Know Performance
• Age, gender, location, interests
177 Shares
179 Comments2,788 Likes
“Put onions…”
“Put chili…”
“[Sandwiches] do not look like this [pic]…”
“No Wendy’s near my place…”
13 Best Practices
for Your Restaurant
Best Practice #1: Be Transparent
• Don’t delete negative comments, unless they were “below-the-belt”
• Remember, each FB member has an average of 130 friends
Best Practice #2: Respond
• Respond in a timely manner
• Be engaged
Best Practice #3: Educate Your Fans
• How-to’s
• A way to showcase your food and how it’s prepared, etc.
Best Practice #4: Show Off Your Goods
• Who takes photos of their food and share it on their FB or Instagram?
• Be appetizing. Be artful.
Best Practice #5: Don’t Just Sell — Be Interesting
• You don’t have to do the hard sell on Facebook.
• You may integrate videos to your posts.
Best Practice #6: Share Your Press
• You’ve worked hard to get good reviews and spur people to write blog posts about your food. Go ahead and share it with the world.
Best Practice #7: Flaunt Your Social and Digital Savvy
• A small percentage of restaurants are on social platforms and seeing success.
• Let them know you are where they are.
Best Practice #8: Be Consistent Online and Offline
• Whatever you say online, should be the same offline when they go to any branch.
• Get a professional person or team to handle your FB account. It could be YOU.
Best Practice #9: Don’t Give Away Too Much
• One-time deals or promos are ok to increase Likes, but there’s a limit.
• Experiment with different times and codes to discover when people are more inclined to be driven to your store by social media.
Best Practice #10: Be Charming
• Be human. Let them know there’s someone genuine behind the page.
Best Practice #11: Respect and Appreciate Your Team
• Involve the team
• Any negative comments about your team may be taken out. Just let your customer know this and why.
Best Practice #12: Target Consumers With Facebook Ads
• In the U.S., you can target using Zip Codes
• In PH, age, gender, location and interests are ok
Best Practice #13: Facebook Is Not Twitter
• Twitter followers don’t normally want you to lead them to FB. They are separate.
• You tend to take away the incentive to have 2 separate followers.
9 Sure-Fire Ways to Increase Twitter Followers
#1: Send traffic to your Twitter profile• Twitter is a microblog.
• Insert your blog’s link here and there in the form of comments on other blogs, by inserting your link to high page rank websites.
#2: Use ‘Tweet This’ button
• It’s simple viral article marketing.
#3: First impression is the last impression
• Treat each tweet as if you have new
• If you are tweeting anything like what you ate today or you are going to party today then try to write at least one nice tweet for your new visitors.
#4: Have a custom background
• Professional looking backgrounds attract lot of visitors. This will show that you are a professional and chances are there, a visitor to your profile may turn into your follower.
#5: Follow and UnFollow regularly
• Follow people you target for your restaurant.
• Follow those who follow you. Unfollow those who don’t.
#6: Bloggers must follow their niche
• If you have a blog, follow those with the same niche.
• Your profile shall be able to display tweets that matter to your niche.
#7: Tweet less than 140 characters
• Tweets should be less than 140 characters.
• They can easily ReTweet your tweet. Because some one will retweet your tweet then “RT” will be added in your tweet.
#8: Conduct Twitter contests• On your blog you may conduct a twitter
contest to follow your profile.
• You should give attractive prizes to attract lot of visitors.
• If they will like your contest then they will definitely follow and retweet your profile.
#9: Participate in contests
• Twitter contests are easy way to win goodies and people like to participate in them.
• Not only, do you get a chance to get promoted on a site but also get some quality followers.
• All the groups of people who are into the contest may be willing to follow you.
Hoteliers’ Guide to Social Media
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I never dreamed of success.I worked
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Parting Shot
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