The document provides information about digital marketing strategies for restaurants. It discusses targeting millennial customers through social media platforms like Facebook, Instagram, and Twitter. It emphasizes using engaging content like videos and photos to build an online audience and drive offline sales. The document also outlines best practices for setting up an e-commerce site to enable online ordering and payments.
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Digital marketing 101 for restaupreneurs by homer nievera
1.
2. About Homer
Digital Marketer & Growth Hacker
- Link online-offline campaigns to ROI
- Manage social media & ecommerce campaigns
- Build online buzz and reputation
- Boost milestones (Likes, Followers, etc.)
- Create “trending” campaigns
3. About Homer
Serial Digital Entrepreneur
- Flip business models
- Identify and create multiple revenue streams
- Build and sell tech businesses
5. PH INTERNET STATS
• 40M internet users in
2014 (22y.o. median age)
• 84% internet penetration
Sources: Google Mobile Report, Komli SEA (Facebook & Twitter reps), DigitalMoz, Zinnov
6. Some activities you’ll do in Digi Marketing:
Display Advertising
Email Marketing
Pay-Per-Click Advertising (PPC)
Online Public Relations
Search Engine Optimization (SEO)
Affiliate Marketing
Social Media Marketing (SMM)
Viral Content Campaigns
Conversion Rate Optimization (CRO)
Blogging
Microblogging
Blogger outreach
Video marketing
Local search marketing
Mobile marketing
Deal/offer sites
Corporate web site
Free content (eBooks, white papers).
Online communities/forums -
Webinars
Podcasts
7. 3 Questions:
Is having a Website enough for your
brand’s digital presence?
Is doing Facebook sufficient?
What are the best cost-effective
digital strategies that can be done
almost immediately?
9. KNOW YOUR BIGGEST TARGET
Millennial Generation: Born 1980-2005 (10-35yo)
10. The Millennials
Less attention span but attention-seeking
Multi-screen, multi-taskers
Demanding but no absolute loyalty to brands
Keen on privacy but share stuff on social
media
11. PH STATS ON MILLENNIALS
In a 5-hour span:
99 minutes spent on TV
143 minutes spent on laptops
174 minutes spent on
smartphones
110 minutes spent on
tables/phablets
Multi-device users
Sources: Google Mobile Report, Komli SEA (Facebook & Twitter reps), DigitalMoz, Zinnov
17. Content Marketing means creating
and sharing valuable free content to
attract and convert prospects into
customers, and customers into repeat
buyers.
18. You’re educating people so that they
know, like, and trust you enough to do
business with you.
19. Some Suggestions
Post company updates
Share industry news and developments
Ask questions
Hold contests or have shareable coupons or giveaways
Produce shareable videos (fun, “tagos sa puso,” info, etc.)
20. Types Of Content Brands Develop For
Social Media [CHART]
Source: Ipsos OTX
Posts, Videos and Contests as social media content brings
most success to campaigns.
21. Videos are fast becoming content staples
Nearly half of executives managing restaurants
worldwide said they use YouTube for their
marketing campaigns.
Viral Videos from 6 seconds (Vine) to 15 seconds
(Instagram) are fast becoming tactical marketing
favorites
Source: Hospitality Technology 2013
22. Today, blogs and videos are back at the
center of digital marketing.
24. Bake & Brew
Small community coffee shop
Non-main road location
Used initially Facebook for awareness
among local village groups
Was featured in FoodFindsAsia.com
25. Bake & Brew Cafe
Got 3,000+ hits and had
1,000+ actual in-store visits
by “Metro Southerners” in 2
months
Increased orders of
personalized cakes by 300%
Not bad for a community
café that is less than a year
old.
30. PH FACEBOOK STATS
35M are on Facebook:
286 ave. friends per FB user
52% Female, 48% Male
1B photos uploaded per year
937M comments per year
115M status updates per year
Sources: Komli SEA (Facebook & Twitter reps)
31. 14-20% of Promos or Offers shared via
Social Media are redeemed by
customers.
32. FB Marketing Quick Tips
Have an FB Page (not just an account)
Maximize use of Photos: cover image, profile, posts
Use videos – short ones, those with stories
Exclusive offers, contests, customers sharing stuff
FB apps, “Promote This,” “Boost This”
Buy ads, Boost Likes
35. PH IG STATS
7M Instagram users
- 70% F | 20% M | 10% LGBT
- 88% under 35y.o.
- 76% income earners
- 16% students
- 60% take a Selfie
- 79% share pics on Twitter
- 75% share pics on Facebook
- 63% follow influencers/bloggers
36. Instagram Marketing Quick Tips
Trending hashtags #nationalcheesecakeday
Niche hashtags (geo-based, dish) #pastapizzarock
Campaign-specific hashtags (contests or group
offer) #donutcoffee4u
Pics of menus or let your customers post theirs
Employee appreciation
Happy customers
38. PH TWITTER STATS
10M users on Twitter:
7.4 active users
1B conversations every 2 days
39. Twitter Marketing Quick Tips
Same hashtags tips as Instagram (or IG)
Include a link to your menu or offers
Promote group offers or deals
Pics of menus or let your customers post theirs
Time your tweets (breakfast, lunch, dinner)
Use “Promoted Tweet”
43. PH SMARTPHONE STATS
•101% mobile phone penetration
• 45% smartphone penetration
• 93% smartphone use while multi-tasking (42% TV)
• 88% of smartphone users research on their phones
• 45% of smartphone users access internet daily
• 77% of smartphone users never leave home w/o it
• 39% would give up their TV for smartphones
• 81% mobile internet users are 18-up (60% are 18-35)
Sources: Google Mobile Report, Komli SEA (Facebook & Twitter reps), Mobile Marketing Association
48. Find ways to connect with your
online audience with offline activities
From online to offline
49. Some Suggestions
Selfie-Fansign Contest
Raffle off event tickets (you’re a sponsor)
Invite followers/fans for a Plant Tour or Store
Visit and they get goodies
Organize a Grand Meet-up
On-premise purchases from online triggers