PowerPoint slides from Social Media Track 201 portion of the Grow Revenue: Get Online and Boost Sales Restaurant Education Series event hosted by the Ohio Restaurant Association for their members.

1. October 28, 2013

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

4. 


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 2014 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 should I start?

6. 




Claim and manage your
online presence
Build your audience base
Plan and execute your online
engagement
Listen and respond to your
guests
Prepare monthly report card
Plan on 4-5 hours a week to get started, 2-3 hours a week to maintain

12. First Impression
 Create overall Brand
Awareness
 Promote Events
& Specials


13. Use custom Tab “apps” to
Promote:
 Menus
 Event Calendar
 E-Club enrollment
 Pinterest/Instagram
 “Like” Gated offers

14. 




Claim and manage your
online presence
Build your audience base
Plan and execute your online
engagement
Listen and respond to your
guests
Prepare monthly report card

15. 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)

16. Building your Twitter Audience
 Promote your Twitter page on Facebook
 Identify local notables, follow them 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

17. 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!


18. 
Goal: Increase Facebook
Likes & Email Subscribers

Promoted Chicken Parm Dinner ToGo Contest for new Facebook Likes
& Email Subscribers
Promoted via Facebook ads, Instore, Foursquare & Twitter
Saw 1000% increase in email
subscribers, & 350% increase in
Facebook Likes in 3 weeks



19. 
Goal: Grow Guest
Marketing List prior to store
opening

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



20. 




Claim and manage your
online presence
Build your audience base
Plan and execute your
online engagement
Listen and respond to your
guests
Prepare monthly report card

21. 
18-24 Emails per year

5-7 Facebook posts
per week

10-20 Twitter posts
per week
Email?
Post to Facebook?
Tweet?

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

23. 


Create excitement about
your brand
Include staff in the fun
Give credit when using
other people’s pictures

24. Provide “Like this”
opportunities
 Let the Fans give
input
 Be Responsive


25. 




Claim and manage your
online presence
Build your audience base
Plan and execute your online
engagement
Listen and respond to your
guests
Prepare monthly report card

26. 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

27. Social Media Consumer Interaction
Source: Beyond

29. DO

Respond Publically.

You’re not only responding to the guest
who wrote the review - you’re responding
to anyone who reads that review.

Keep Tone Light.

Online tone can often be
misunderstood, so keep that in mind
when typing your response. Keep
responses simple. Take longer
discussions offline.

Balance Your Response
Frequency. Don’t respond to every
online review - if you do, it can come off
as overbearing. Try responding to every
negative review, and perhaps to every 5th
positive review.
DO NOT
Don’t reward or incentivize guests
for positive reviews.
Review sites like Yelp frown upon and will
even remove reviews if they feel they
were influenced by incentives to post.
Don’t ask
Don’t ask for more information, or invite
them to Like you on Facebook or join the
email club. Keep to the task at hand.
Don’t be Combative.
Take a deep breath. The last thing you
want to do is sound angry . Remember
that others are viewing your responses.

30. 




Claim and manage your
online presence
Build your audience base
Plan and execute your online
engagement
Listen and respond to your
guests
Prepare monthly report
card

31. Sidework
Marketing

32. 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
 RSMI- Restaurant Social Media Index

33. 





Claim and manage your
online presence
Build your 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

34. Take A Deep Breath and Jump In
• 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.

35. Joe Gabriel
Fishbowl
jgabriel@fishbowl.com
www.fishbowl.com/ohio
Twitter/@fishbowljoe
Facebook/@fishbowljoe

36. 

Shon Christy
EAT DRINK PROMOTE

38. 
Facebook

Twitter

Pinterest

Yelp

Foursquare

You Tube

Google +

Linkedin

39. 





140 Characters
Hashtags = #
at = @
Realtime Communications - Talk Back!!
Reply, Retweet, Favorite
Tweet Away

40. 


Be Visual
Follow - Follow Back
Use Tools
◦ Hootsuite, Tweetdeck,
Socialoomph

3 Components to
Customize

41. 



City Guide - Food, Entertainment, Retail
Peer Reviews
Directions & Information
Deals & Gift Cards

42. Mobile Functionality

Search Restaurants & Bars by:
◦
◦
◦
◦
◦
Match
Distance
Rating
Pricing
Deals

43. 
Complete the Business
Profile

Add an Owner/Manager

Respond to all Feedback!

Be Visually Appealing!

44. 
User Views & Actions
◦ Check-ins
◦ Directions
◦ Mobile Calls
◦ Website Views
◦ Deals Sold (If Applicable)

45. 




Geo-Location Based Social Media Application
Check-In at Venues
Unlock Specials
Create Lists
Get Badges

46. Search & Check-Ins

Patrons can search based
on their geographic location

Explore Function
◦ Popular Spots
◦ Past Check-Ins

Create Specials and Stand
Out!!!

47. 
Newbie

Check-In

Flash

Swarm

Friends

48. 
Check in Patterns get
Badges

Appeal to Badge Collectors

Check-ins earn points
◦ Competition

49. 
This is your # 1 Fan

Celebrate the Mayor
◦ Pictures in Venue
◦ On Website

50. 
Are customers CheckingIn?

Do they share to Facebook
& Twitter?

Calculate ROI
◦ Include Redemption
Codes on Specials to
include in your POS

51. 




Low Competition
Create Search Friendly Profiles
Organizational Pages - Customize
Groups
Endorsements

52. 





Search Friendly Outlet
Great for Blog Sharing
Posting Similar to Facebook
+1
Customize Profile Picture and Banner
Google = Good

53. 



Business and Personal Pages
Create Pins and Link
Create Boards - Birthday
Ideas, Recipes, Specials, Community, Food, Loc
ation
Like and Share Pins & Boards

55. Instagram
•Instagram may only be 3
years old but it has one of the
largest followings on the web.
•There are over 150 million
users on this platform.
•There are 16 billion photos
shared .
•There are also 1 billion likes
that happen every day.

56. Instagram
•
•
•
•
•
•
Share your food
Tweet what you eat
Pictures of the view
Customers
Hashtag Campaigns
Instagram Menus

57. Facebook - Advanced
•
•
•
•
Contests
Paid Advertising
Graph Search
Integrating Other Social

58. 
Quick Contact - Hours - Directions

Event Calendar

360 Tours

Menu & Ordering

Link all Social Media Outlets

Share Photographs

Push Notifications