scott 2011 frla 9.11_social.2
DESCRIPTION
Scott Shaw presentation on "Managing Your Social Media" at the 2011 Florida Restaurant & Lodging Association Show.TRANSCRIPT
Managing Your Social Media
Agenda
• Online landscape• Where do I start?!• Managing My Social Media:
– What should I be doing?– How do I do it?– Who should do it?– How do I keep score?
Fishbowl Cocktail Facts• 11 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 70 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
• Online landscape• Where do I start?!• Managing My Social Media:
– What should I be doing?– How do I do it?
–Who should do it?– How do I keep score?
sm3 Recipe Book
1. Claim your social media sites
2. Open accounts with engagement tool providers
3. Build your Email, Facebook, Twitter audience base
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Plan on 4-5 hours a week initially, 2-3 hours a week later on
Confusing Landscape..where do I start?
Tools to EngagePresence
Focus on the Basics
sm3 Recipe Book
1. Claim your social media sites
2. Open accounts with engagement tool providers
3. Build your Email, Facebook, Twitter audience base
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Google page (user view)
Claim your Google page
Claim Your Facebook Page
Claim your Bing page
Claim your Yelp page
Claim Your TripAdvisor page
Helpful tool to manage listings
Set Up Email Account
Set Up Email Account
Twitter log-in and live pages
Hootsuite (Facebook Feeds)
HootSuite (Twitter Feeds)
sm3 Recipe Book
1. Claim your social media sites
2. Open accounts with engagement tool providers
3. Build your Email, Facebook, Twitter audience base
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Must-do’s In-store Website Facebook
Other Sources? Reservations (OpenTable)? Online ordering? Offline media? Community events
List size goals• 2000 at 12 months• 50% annual from there
Building your Email Audience
Building your Facebook Audience
• Make it easy to find your page
• Reward for “Likes” (drives viral)
• Check-in deals (drives viral)
• Write engaging posts (drives Likes and comments)
• 90 day goal: 500 new fans (2000 at one year)
• Promote your Twitter page on Facebook• Identify local notables, follow then and retweet their posts• Create Twitter only offers• Keep Tweeting! (3-5 per day) to keep high rankings• List size goals-50% of Facebook fan count
Building your Twitter Audience
sm3 Recipe Book
1. Claim your social media sites
2. Open accounts with engagement tool providers
3. Build your Email, Facebook, Twitter audience base
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Social= Viral = Word of Mouth
• 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
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…
Twitter Case Study
Grew sales on usually “Lost” Days Due to inclimate weather by engaging Guests on Twitter. Gained regional exposureOn local TV and print- priceless
Facebook: 0 to 600 in 3 months!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 Likes
RESULTS
• 600 likes in under 3 months
• Owner excited to jump ahead of local competitors
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Email plus Social: Customer Appreciation PromoChallenge: creative way to drive revenue for GA resort during slow summer months
• Offered 25% room discount during “customer appreciation week”
• Specific, tailored messages for Facebook, Twitter, and Email
• Sale positioned as limited time / special “thank you” for friends and family
RESULTS
• Extended promotion for additional two days based on good early response
• Drove over $5000 in incremental revenue
30
Twitter: Engage followers via contestChallenge: generate interest and traffic early in the week
• Trivia contest via Twitter – art themed, consistent with restaurant concept
• Cross-promoted on Facebook
• One of the correct answers picked to win #FreeSangria for their entire party
RESULTS
• Increase in Twitter followers, engagement on Facebook
• Contest winners redeeming offer bring in up to $200 in additional revenue
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sm3 Recipe Book
1. Claim your social media sites
2. Open accounts with engagement tool providers
3. Build your Email, Facebook, Twitter audience base
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Sample Monthly ScorecardLoyalty 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
sm3 Recipe Book
1. Claim your social media sites
2. Open accounts with engagement tool providers
3. Build your Email, Facebook, Twitter audience base
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
6. Invest in continuous learning!
Where to go for more learning• Facebook • Google• SocialMediaExaminer.com• RunningRestaurants.com• RestaurantMarketing.com• MonkeyDish.com• FohBoh.com• FRLA
Questions?
Thank You!Katrina King, [email protected]
Scott [email protected]