Seminar presentation from July 2013 FRLA Marketing & Operations Summit- Socail & Online Marketing Recipe Book for Success

1. Social & Online Marketing
Recipe Book for Success
Joe Gabriel
Fishbowl

2. Copy of Presentation
Joe Gabriel
jgabriel@fishbowl.com
www.fishbowl.com/florida
Twitter/@fishbowljoe
Facebook/@fishbowljoe

4. Restaurant Survey Findings
• The vast majority of restaurants are
already using Facebook for marketing
purposes –87% of chains and 79% of
independents.
• Twitter has significantly less traction
than Facebook. Further, it is
embraced by chains more so than
Independents.
• Both Chain and Independent
Operators plan to increase social
media activity and spending in 2012
and beyond.
• Social media monitoring and
reputation management is a key
initiative for restaurants in 2013.
• Responding directly to guests and
acquiring email addresses are the
two leading objectives for Facebook
marketing

5. Confusing Landscape…where do I start?

6. Recipe Book for Success
 Claim & Manage your online
presence
 Build your
Email, Facebook, Twitter
audience base
 Plan and execute your online
engagement
 Listen and Respond to your
guests
 Prepare monthly report cardPlan on 4-5 hours a week to get started, 2-3 hours a week to maintain

7. Claim Your Online Presence

8. What does your potential guests see?

9. One Stop Solutions

10. 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?

11. An Email Address!

12. Set Up Social Media Accounts

13. Pictures & Video Accounts Too

14. Optimize your Cover Photo’s
 First Impression
 Create overall Brand
Awareness
 Promote Events &
Specials

15. Recipe Book for Success
 Claim & Manage your online
presence
 Build your
Email, Facebook, Twitter
audience base
 Plan and execute your online
engagement
 Listen and Respond to your
guests
 Prepare monthly report card

16. • In Store
• Paper Sign Up Slips
• Staff Engagement & Incentives
• POP
• To-Go Bags
• QR Codes
• 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

17. Building your Facebook Audience
 Make it easy to find
your page
 Reward for “Likes”
 Tie special
incentives to
Facebook joins
 Write engaging &
creative posts
 Add e-club join to
Facebook Timeline
 90 day goal: 500
new fans (2000 at
one year)

18.  Promote your Twitter page on Facebook
 Identify local notables, follow then and re-
tweet their posts
 Create Twitter only offers
 Use Hashtags (#) often
 Keep Tweeting! (3-5 per day) to keep high
rankings
 List size goals-50% of Facebook fan count
 Encourage Re-tweeting about eClub join
Building your Twitter Audience

19. Utilizing Pinterest to gain followers
 Pin images to promote
Welcome and Birthday
offers (link to e-club join
page)
 Pin often
 Connect your account with
Facebook and Twitter
 Variety is the spice of life!

20. Goal: Increase Facebook Likes &
Email Subscribers
Case Study : Cross promote to grow
 Promoted Chicken Parm Dinner
to go Contest for new Facebook
Likes & Email Subscribers
 Promoted via Facebook ads, In-
store, Foursquare & Twitter
 Saw 1000% increase in email
subscribers, & 350% increase in
Facebook Likes in 3 weeks

21. Goal: Grow Guest Marketing List
prior to store opening
Case Study : Pre Open List Building
 Promoted “VIP” Pre-opening
sweepstakes and offers to grow
email list & Facebook Likes
 Used in Restaurant signage, Live
Facebook chat & Twitter to gain
momentum
 Gained 750 pre-open Facebook
Likes and over 250 email
subscribers

22. Recipe Book for Success
 Claim & Manage your online
presence
 Build your
Email, Facebook, Twitter
audience base
 Plan and execute your online
engagement
 Listen and Respond to your
guests
 Prepare monthly report card

23. 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

25. 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
Remove the Strings

26. Case Study
WELCOME GIFT
 Free Menu Item
 AVG Cost of Gift $9.50
 57 % Open Rate
 12K Member List
 AVG Check- $55

27. Content is KEY
 Post, Tweet & Email with a
purpose
 Promote Events, Guest
Experiences, Newsworthy
items
 Use Humor- Have Fun
 DON’T BE BORING

28. Involve your Guests & Staff
 Create excitement about
your brand
 Include staff in the fun
 Give credit when using
other people’s pictures

29. Encourage Feedback…
 Provide “Like this”
opportunities
 Let the Fans give input
 Be Responsive

30. Recipe Book for Success
 Claim & Manage your online
presence
 Build your Email, Facebook,
Twitter audience base
 Plan and execute your online
engagement
 Listen and Respond to your
guests
 Prepare monthly report card

31. Social Media Consumer Interaction
Source: Beyond

32. 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 2012

33. Reputation Tracking

34. Recipe Book for Success
 Claim & Manage your online
presence
 Build your Email, Facebook,
Twitter audience base
 Plan and execute your online
engagement
 Listen and Respond to your
guests
 Prepare monthly report card

35. Sidework
Marketing

36.  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
 RSMI- Restaurant Social Media Index
Available Resources
Tracking Resources
Use FREE resources available to you to measure & track digital media campaigns

37. Recipe Book for Success
 Claim & Manage your online
presence
 Build your Email, Facebook, Twitter
audience base
 Plan and execute your online
engagement
 Listen and Respond to your guests
 Prepare monthly report card
 Extra Tidbit- How to Manage it
all

38. • 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,etc.
√ Respond to guest comments (monitor review sites)
√ Track results, communicate to staff
• Can’t find the time? Hire someone. It’s worth it.
Recap

39. Questions?

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