claiming & managing your online presence
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Scott [email protected]
www.fishbowl.com/california
Twitter/@fishbowlincFacebook/@fishbowlmarketing
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
Once upon a time….
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
Confusing Landscape…where do I start?
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
Claim Your Online Presence
TripAdvisor…
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
Facebook…
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
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.
Facebook Offers
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!
• 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
Foursquare… 20M users
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
…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?
An Email Address!
How guests want to hear from you
New Media
Marketing
Mobile Devices
Social MediaEmail
And how they share…
#1 choice for ages 25 to 65+
Set Up Your Email Account
• 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
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
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
Use all your tools…together
• 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!
• 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
Easy with Single Log-In Management Tools
Manage from one place
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…
“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
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
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.
Cause Marketing (and free pizza)
41
Weather: Info and Accolades
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
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
Conversations about your Restaurant are rampant
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
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
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.
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
• 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
Questions?
Scott [email protected]
www.fishbowl.com/california
Twitter/@fishbowlincFacebook/@fishbowlmarketing
THANK YOU!