1. FRLA 2.6.12
“Managing Your Social Media
Marketing”
Scott Shaw, CEO
Fishbowl

2. T
H
E
N

3. N
O
W

4. Ongoing Evolution…
Traditional Media New Media o
• Telemarketing • SEO / SEM
• Direct mail • Permission based
• Print ads Email
• TV Commercials • Social Media
• Radio Ads • RSS Feeds
• Review sites &
Directories
• Mobile Interaction

5. Confusing Landscape…where do I start?

6. 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

7. Claim Your Online Presence

8. Verify content and info

9. One Stop Solutions

10. 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

11. 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?

12. An Email Address!

13. Set Up Your Email Account

14. And On Twitter

15. You Tube too

16. Single Log-In Management Tools

17. Hootsuite Dashboard Manage from
one place

18. 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

19. Social Media = Loyal Guests
60% of fans and 79% of followers are
more likely to recommend a brand they fan and follow.
51% of fans and 67% of followers are
more likely to buy from the brands they fan and
follow.
Chadwick Martin Bailey and Imoderate Research Technologies ,2010
600 Million Active Worldwide Facebook users
20 million people “like” a brand each day!

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. ROI Increases with Email List Growth
More members  more opens  more traffic  greater ROI.
Email database size benchmarks by restaurant category*:
Category Per Store Average Top 10% Percentile
Casual Dine 3,100 7,600
Fine Dine 3,700 4,300
Fast Casual 1,000 3,900
Family 600 1,700
Quick Serve 500 1,200
Your Brand XXX Percentile Rank
Growing your audience can result in 2 to 4 times greater returns than average.
*Data as of December 2010, rounded to the nearest 100
22

23. 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)

24. 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

25. 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

26. 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

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

29. Key Reasons to integrate
• Cross promotion
• Encourage sharing of offers
and information
• Guest engagement
• Drive Loyalty
• Capture consumer data
• Close the loop

30. 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 incl, Tweet to your network
min purchase of server! (Facebook,
$20 required. One- Twitter) which in
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.

31. 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

32. 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

33. 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…

34. 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.

35. 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
35

36. 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)

37. 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

38. Social Media Consumer Interaction
Source: Beyond 2011

39. Conversations about your Restaurant are rampant

40. 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

41. SM Monitoring

42. 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

43. Sidework
Marketing

44. 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

45. 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

46. Email Per Store ROI
Assumptions:
Table-service, $16 PPA x 2.5 guests = $ 40 average check per table
2,000 list members per store; 3 loyalty gifts (Welcome/Anniversary, B-day, Survey)
$ 9 avg. discount, 10% average redemption, 40% direct costs, 20% cannibalization
per store, full year: loyalty gifts only +1 visit/yr
loyalty gift redemptions 600 600
additional undiscounted visits 0 2,000
total “program” visits 600 2,600
(x) check average = Added Sales $ 24,000 $ 104,000
(-) 20% cannibalization on offers (4,800) (4,800)
(=) Net incremental sales $ 19,200 $ 99,200
(-) All discounts (600 x $ 9) (5,400)
(5,400)
(-) 40% direct costs (on incremental sales) (7,680) (39,680)
(=) Added Profit before program costs $ 6,120 $ 54,120

47. 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!

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

49. Questions?

50. THANK YOU!
Scott Shaw
Fishbowl
scotts@fishbowl.com
www.fishbowl.com
Twitter/@fishbowlinc
Facebook/@fishbowlmarketing