Social Media and E-mail Marketing-

A Winning Recipe for Restaurants

Fishbowl Cocktail Facts

• 10 years old, 130+ employees- Alexandria, VA based

• The leading provider of on-demand marketing software and services to the restaurant industry

• Serving over 40,000 restaurant locations

• Managing an opt-in member database of over 50 million guests

• More than 1.5 billion email messages distributed annually

• Technology and services designed specifically for the restaurant industry

• Chosen partner of leading organizations in the restaurant industry…

Agenda

• Marketing’s Evolution• What is Social Media?• Why is it relevant?• Social Media Sites & Tactics• Why Email Is still the most effective marketing tool?• Integrating with Social and Email Marketing• Q&A

Marketing’s Evolution…

TraditionalMarketing

– 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

What is Social Media?

“Social media is an umbrella term that defines

the various activities that integrate technology,

social interaction, and the construction of

words and pictures.”

-Wikipedia

How is Social Media being used?

• Sharing Content• Information Search• Events/Promotions• Blogging• Communications• Videos/Photos/Music• Gaming

Most Importantly…

Focus on Being Social!• Have a dialogue…Engage the

conversation• Build Relationships• Listen and Respond to

comments• Be Unique and Creative• Ask and Answer Questions

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

500 Million Active Worldwide Facebook

users 20 million people “like” a brand each day!

Social Media = Loyal Guests

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

Social Media Roadmap…Confusing?

…Little Bit Less Confusing

AcquisitionLoyalty

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…Lot Less Confusing

LoyaltyMarketing

Two basic steps:

1. Build a customer database:• Email• Facebook fans• Twitter followers• SMS lists

2. Engage with them:• Listen to them• Share with them• Thank them

Facebook

People on FacebookMore than 500 million active users50% of our active users log on to Facebook in any given dayAverage user has 130 friendsPeople spend over 700 billion minutes per month on Facebook

MobileThere are more than 200 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products

Activity on Facebook There are over 900 million objects that people interact with (pages, groups, events and community pages) Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each monthMore than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.

Twitter

10 Billion Tweets140 Characters or less50 Million Tweets per

dayOver 25 Million

registered Users

• Launched March 2009• Over 6 Million users• Over 1 million “Check In’s” per day

over 380M total• Mobile Social Networking with

“Gaming Component”• Restaurants offer Specials and

events to engage users

Foursquare

Why Email Marketing?

• More than 204,000,000 Americans use email regularly-Pew Internet & American Life Project & Google Public Data (April 2010)

• 86% have given their email to a retailer

• $43.52 returned for every dollar spent in 2009-Direct Marketing Association (2009)

• Restaurant customers open and respond to a restaurant’s email

• 75% of daily social media users said email is still the best way for companies to communicate with them.

- Marketing Sherpa (2010)

• “41 percent of consumers surveyed by the NRA say they choose new restaurants because of e-mail promotions... ”

-National Restaurant Association (2010)

New Media

Marketing

Mobile Devices

Social MediaEmail

Is email really Social?

How are people sharing?

• 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

How To Grow Your Lists

ROI Increases with Database Growth

More members more opens more traffic greater ROI.Email database size benchmarks by restaurant category*:

Growing your audience can result in 2 to 4 times greater returns than average. *Data as of December 2010, rounded to the nearest 100

Category Per Store Average Top 10% PercentileCasual Dine 3,100 7,600

Fine Dine 3,700 4,300Fast Casual 1,000 3,900

Family 600 1,700Quick Serve 500 1,200Your Brand XXX Percentile Rank

Elements of a successful program

Mix of 3 elements: Brand, Community, Loyalty

2-3 Loyalty “gifts” annually to drive enrollment and baseline ROI (ex: BOGO entrée gifts on Welcome, Birthday, Anniversary)

12-18 brand and community messages per year

1-2 other “Surprise” offers, usually one-day offers

= Total of 18-24 communications per year

Incentivize your loyal customers

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

Integrate Email with Social Media

Capture and maximize your fans information

There are over 400 million registered social media users.

Capture those “Fans”, “Followers” and “Friends” and integrate them into your restaurant’s email club

75% of daily social media users said email is still the best way for companies communicate with them.

- Marketing Sherpa (2010)

Connecting Facebook Fans to Email databases

User Signs In

Becomes a Fan

Receive Status

Updates

Responds and

Shares

Fan Signs Up for E-club

Key Reasons to integrate

• Cross promotion• Encourage sharing of offers and

information• Guest engagement• Drive Loyalty• Capture consumer data• Close the loop

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Facebook Email Join Form

Strengthen Guest Relationships

Extend your restaurant’s relationship with itsemail club members by offering an easy wayto connect on social media sites such asFacebook , Twitter, Yelp! And OpenTable. With just the click of a button within the email messages, subscribers can become fans and followers of your restaurant’s social media profiles.

71% of business executives use email to promote their presence on Facebook & Twitter

-eMarketer 2010

Facebook contest with designated email blast

Turn Your Customers into Promoters

Social Sharing Links:A simple click of the Facebook sharing button,inserted into your restaurant’s emails, andrecipients can promote your restaurant’smessages to their friends across the Facebook network. The average social media user has nearly 200 friends with which to share your

restaurant’s messages

Facebook Stats:The average Facebook user has 120 “friends,” and their communications pack the power of a personal referral –not advertising clutter.

Multi-Channel Promotions

2010 Campaign drove 313,764 offline and 171,563 online opt-ins for the new “Denny’s Rewards” Program. More than nine times the total 50,816 guest registrations gained via the 2009 campaign.

• 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

• Set aside 60-120 minutes every week to work on your guest marketing√ Plan for 1 to 2 promotions per month

√ Compose and send emails (post to Facebook, Twitter, or SMS too)

√ 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

In Review

• Jump in with both feet• Be Social• Make Time• Maintain & Update• Content, Content, Content• Integrate with Email• Keep Score

Questions?

THANK YOU!

Twitter.com/fishbowljoeFacebook.com/fishbowljoejgabriel@fishbowl.com

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