1. Claiming and Managing Your
Online Presence
Joe Gabriel
Fishbowl

2. Agenda
 Back to The Future  How to use the database
 Online landscape (loyalty, brand, community
 Claiming your Online events)
Presence  The importance listening -
 Where do I start?  How Do I Keep Score
 Managing My Online  How to manage it all
Marketing  Q&A
 Building a multi-channel
database

3. T
H
E
N

4. N
O
W

5. Marketing’s Evolution…
What We Did What We Do
• Telemarketing • SEO / SEM
• Direct mail • Permission based
• Print ads Email
• TV Commercials • Social Media
• Radio Ads • RSS Feeds
• SPAM • Review sites &
Directories
• Mobile Interaction

6. Restaurant Survey Findings
• The vast majority of restaurants • Social media monitoring and
are already using Facebook for reputation management is a key
marketing purposes –87% of
chains and 79% of independents. initiative for restaurants in 2011.
• Twitter has significantly less • Responding directly to guests and
traction than Facebook. acquiring email addresses are the
Further, it is embraced by chains
more so than Independents. two leading objectives for
Facebook marketing
• Both Chain and Independent
Operators plan to increase social
media activity and spending in
2011 and beyond.

7. Confusing Landscape…where do I start?

8. Recipe Book
• Claim your online presence
• Manage your online presence
• Build your
Email, Facebook, Twitter
audience base
• Plan and execute your
daily/weekly/monthly
marketing
• Listen and Respond to your
guests
• Prepare monthly report card
Plan on 4-5 hours a week initially, 2-3 hours a week later on

9. Claim Your Online Presence

10. Verify content and info

11. One Stop Solutions

12. Recipe Book
• Claim your online presence
• Manage your online presence
• Build your
Email, Facebook, Twitter
audience base
• Plan and execute your
daily/weekly/monthly
marketing
• Listen and Respond to your
guests
• Prepare monthly report card

13. Question?
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?

14. An Email Address!

15. Set Up Your Email Account

16. And On Twitter

17. You Tube too

18. Single Log-In Management Tools
Manage from
one place

19. Recipe Book
• Claim your online presence
• Manage your online presence
• Build your
Email, Facebook, Twitter
audience base
• Plan and execute your
daily/weekly/monthly
marketing
• Listen and Respond to your
guests
• Prepare monthly report card

20. Build Your Email List
• 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

21. Not just side-work
• Engaging your staff is the most
important component of building
your list in-house.
• Discuss with your FOH staff that
building your email list is an
investment in the growth of your
restaurant.
• Share results of successful
campaigns
• Offer incentives to your
employees to encourage list
growth

22. Building your Facebook Audience
• Make it easy to
find your page
• Reward for “Likes”
• Check-in deals
• Write engaging
posts
• 90 day goal: 500
new fans (2000 at
one year)

23. 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

24. Building your Twitter Audience
• 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

25. Recipe Book
• Claim your online presence
• Manage your online presence
• Build your
Email, Facebook, Twitter
audience base
• Plan and execute your
daily/weekly/monthly
marketing
• Listen and Respond to your
guests
• Prepare monthly report card

27. Is email really Social?
Mobile
Devices
New
Media
Marketing
Social
Email
Media
How are people
sharing?

28. Word of Mouth in Warp Speed
Foursquare
Facebook
• Customer "checks"
• Tax day fatigue? in with your
• How’s this for a Come in 4/15 for restaurant, finds
tax deduction--- $10.40 off a check out about
take $10.40 off of $20 or more. promotion and
your check, April Restrictions apply. this is broadcast to
15th only! Alcohol Just show your their social
& gratuity not Tweet to your network
incl, min purchase server! (Facebook,
of $20 required. Twitter) which in
One-time offer. turn advertises
Mention you read your venue to his
Email this on or her friends,
Facebook! Tweet gaining exposure
to even more
people.

29. Elements of a successful program
Mix of 3 elements:
Brand, Community, Loyalty
 18-24 Emails per year
3-4 Loyalty Based
 5-7 Facebook posts per week
 10-20 Twitter posts per week
 80% Content and engagement
20% promotion

30. Loyalty Case Study
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

31. Email plus Social: Customer Appreciation Promo
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…

32. Off Beat is Good
SMOOCH YOUR POOCH
Stop 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.

33. Twitter: Engage followers via contest
Challenge: 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
33

34. Cross Channel Promotion
Locate the hidden QR code in-store
And scan for a FREE surprise.
Objectives:
 To drive traffic (increase frequency) to locations.
 To increase awareness and draw attention to our
Community Wall.
 To provide an innovative and fun way for our
guests to interact with the Which Wich brand.
Results:
 Open Rate: 36%
 Click Thru Rate: 11%
 +5.7% Incremental Comp Sales Growth
 (over 4 day promotion)

35. Recipe Book
• Claim your online presence
• Manage your online presence
• Build your
Email, Facebook, Twitter
audience base
• Plan and execute your
daily/weekly/monthly
marketing
• Listen and Respond to your
guests
• Prepare monthly report card

36. Social Media Consumer Interaction
Source: Beyond 2011

37. Conversations about your Restaurant are rampant

38. 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

39. SM Monitoring

40. Recipe Book
• Claim your online presence
• Manage your online presence
• Build your
Email, Facebook, Twitter
audience base
• Plan and execute your
daily/weekly/monthly
marketing
• Listen and Respond to your
guests
• Prepare monthly report card

41. Sidework
Marketing

42. Tracking Resources
Use FREE resources available to you to measure & track digital media campaigns.
Available Resources:
 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

43. Recipe Book
• Claim your online presence
• Manage your online presence
• Build your
Email, Facebook, Twitter
audience base
• Plan and execute your
daily/weekly/monthly
marketing
• Listen and Respond to your
guests
• Prepare monthly report card
• Extra Tidbit- How to Manage
it all

44. How To Manage Your Online Marketing Program
• 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.
* $54,120 / 78 hours = $693 an hour!

45. Closing Thoughts…
Do… Don’t be…
• Get started • Intrusive
• Make time • Slapdash
• Involve staff • Cheap
• Keep score • Boring

46. Questions?

47. THANK YOU!
Joe Gabriel
Fishbowl
jgabriel@fishbowl.com
www.fishbowl.com/ohio
Twitter/@fishbowljoe
Facebook/@fishbowljoe