claiming & managing your online presence

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Claiming & Managing Your Online Experience Scott Shaw

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Page 1: Claiming & Managing Your Online Presence

Claiming & Managing Your Online Experience

Scott Shaw

Page 2: Claiming & Managing Your Online Presence

Copy of Presentation

Scott [email protected]

www.fishbowl.com/california

Twitter/@fishbowlincFacebook/@fishbowlmarketing

Page 3: Claiming & Managing Your Online Presence

Agenda

Historical perpective…what’s this really about?

Where do I start? What do I do? How do I manage it? How do I keep score? Q&A

Page 4: Claiming & Managing Your Online Presence

Once upon a time….

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Marketing Evolution

Old Media• Telemarketing• Direct mail• Print ads• TV Commercials• Radio Ads• Yellow Pages

New Media• SEO / SEM• Permission based

Email• Social Media• RSS Feeds• Review sites &

Directories• Mobile Interaction

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Technology lets us return to our roots

Back to the future!

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Confusing Landscape…where do I start?

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Recipe Book 1. Claim your online presence

2. Set up your messaging tools & build your audience base

3. Plan and execute your daily/weekly/monthly marketing

4. Listen and Respond to your guests

5. Keep score

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Claim Your Online Presence

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Recipe Book 1. Claim your online presence

2. Set up your messaging tools & build your audience base

3. Plan and execute your daily/weekly/monthly marketing

4. Listen and Respond to your guests

5. Keep score

Page 16: Claiming & Managing Your Online Presence

Example of a Bad Facebook Page

• This page has 6,731 fans with little engagement…

• Not visually exciting – new Timeline format designed to make pages more of a visual experience

• Post not engaging

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How to Grow Facebook Fans

PROMOTE your Page on your: Website, Menu, Table Tents, Emails

OFFER an Incentive to LIKE your page

ENGAGE with Fans and posts.

USE Facebook Ads ($$) and Offers ( Free)

STAFF promotion. Get your staff on board and excited about your page and they educate your guests about the page.

Page 18: Claiming & Managing Your Online Presence

Facebook Offers

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Challenge: create new Facebook page and build fans for a small town bar & grill … promoted via:

Email campaign to list of ~1,000 members

QR code on table tents Offer: free soft serve ice

cream cone for new LikesRESULTS 600 likes in under 3

months Owner excited to jump

ahead of local competitors

Facebook: 0 to 600 in 3 months!

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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 Hash Tags (#) often• Keep Tweeting! (3-5 per day) to keep high

rankings• List size goals-50% of Facebook fan count

Building your Twitter Audience

Page 22: Claiming & Managing Your Online Presence

Foursquare… 20M users

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1. Claim and Maintain Your Page

2. Encourage customers to stop by with a frequently updated page

3. Link your Foursquare page to your Facebook and Twitter page

4. Reward Check-Ins with Specials

5. Foursquare Specials Nearby

Foursquare Tips

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…and 1 more biggie

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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Big Today

Source: Visible Gains

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How guests want to hear from you

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New Media

Marketing

Mobile Devices

Social MediaEmail

And how they share…

#1 choice for ages 25 to 65+

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Set Up Your Email Account

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• 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

Build Your Email List

Page 32: Claiming & Managing Your Online Presence

Recipe Book 1. Claim your online presence

2. Set up your messaging tools & build your audience base

3. Plan and execute your daily/weekly/monthly marketing

4. Listen and Respond to your guests

5. Keep score

Page 33: Claiming & Managing Your Online Presence

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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Use all your tools…together

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

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Easy with Single Log-In Management Tools

Manage from one place

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Email plus Social: Customer Appreciation Promo

CASE STUDY

overwood (wood-fired american kitchen) Father’s day at Overwood offers Dad a classic gift (we’re not telling) along with a $5 gift Certificate for his next visit! Kids---take our “Dad census” and win a free dessert…Special Father’s Day menu available all day!

ROI:Sales up $1,546 (17%) Cost of $83 (+ Old Spice)Plus bouncebacks…

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“But I hate to discount”….

An offer isn’t perceived as a coupon when it...

is a “Thank You” gift Uses humor Promotes a cause

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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

Case Study

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Offer with Humor

SMOOCH YOUR POOCHStop in any Wednesday in April with your dog to get a free large cheese pizza.No Dog? Bring your significant other pet* You may be required to kiss that animal on the lips to prove that significant other pet is really yours.

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Cause Marketing (and free pizza)

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Weather: Info and Accolades

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Twitter too

Grew sales on usually “Lost” Days Due to inclimate weather by engaging Guests on Twitter. Gained regional exposureOn local TV and print- priceless

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Recipe Book 1. Claim your online presence

2. Set up your messaging tools & build your audience base

3. Plan and execute your daily/weekly/monthly marketing

4. Listen and Respond to your guests

5. Keep score

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Social Media Consumer Interaction

Source: Beyond 2011

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Conversations about your Restaurant are rampant

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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 2011

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Recipe Book 1. Claim your online presence

2. Set up your messaging tools & build your audience base

3. Plan and execute your daily/weekly/monthly marketing

4. Listen and Respond to your guests

5. Keep score

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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 Mashable.com: Articles; Helpful Tips; Updates; Trends

Available Resources:

Tracking your online activity

Use FREE resources available to you to measure & track digital media campaigns.

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And the $$ you drive in!Loyalty Gifts # redeemed $ spent discount net sales

Welcome offers 34 714$ 234$ 480$ Birthday Offers 17 578$ 152$ 426$

PromotionsPrank" campaign, 15% off 67 2,278$ 342$ 1,936$

TOTAL REDEMPTIONS 118 3,570$ 728$ 2,842$

Other Activities

Wine dinner (no offer) 73 est @ $25 per 1,825$ Guest comments handled 89

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Recipe Book

Extra Tidbit- How to Get Started checklist

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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√ 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

Page 53: Claiming & Managing Your Online Presence

Scott [email protected]

www.fishbowl.com/california

Twitter/@fishbowlincFacebook/@fishbowlmarketing

THANK YOU!