1. Grow Revenue: Get
Online and Boost Sales
Social Media Track 101
October 28, 2013

2. Getting Online: Where to Start
Breakout # 1
Shon Christy - EAT DRINK PROMOTE

3. Pete Cashmore
Founder, Mashable

4. 
Latest Statistics

3 Keys for IMPACT

Dive into Facebook

Questions

5. 
67% of Internet Users

Majority of 18-64 year
olds

Key Demographic
Breakdowns all
Participate

6. 


Fastest Growing: 30-49
Largest Audience: 18-29
Fastest Declining: 18 - 29

7. 







Facebook is King
Twitter
Pinterest
Instagram
LinkedIn
Google+
Yelp
Foursquare

8. 
1.1 Billion Users

665 Million Daily Users

50 Million Pages

Avg. Friends per User - 141

Avg. Time per Visit - 20 minutes

Avg. Number of Page Likes - 40

Avg. Business Weekly Page Views - 645 Million

Avg. Number of Weekly Comments - 13 Million

9. Scott Cook
Intuit

10. 
Makeup

Message

Management

11. Visually Appealing
 Brand Congruence
 Complete Profile
 Cover Art
 Icons
 Tabs


15. Customizations
 Analytics
 No “Like” Limit
 Management

• “Likes” vs. “Friends”

16. 
PASSION is the
gasoline of social media

Tell your story

Go-Giver Mentality

It’s not about you

18. 
•
•
•
•
•
•
What is the Purpose?
Increase Foot Traffic
Show Personality
Drive Web Traffic
Increase Visibility
Be a Resource
Showcase Involvement

19. 6: Not Business Specific - but are for a specific
purpose
 2: Conversion Posts
 2: Unique Content Posts - Business Specific


20. Have a Strategy
 1 Person Accountable
 Post Regularly
 Utilize Tools
 Monitor Results
 Managing Complaints

“Social Media Doesn’t Create Negativity.
It Uncovers It.”

21. You can schedule and post date any post on
Facebook!
 Use the Facebook Pages App to help keep up!
 Respond on the GO!


22. Part of a Multifaceted Plan
 Promote

◦
◦
◦
◦
◦
Print
On Premise
E-mail Signature
Direct Mail
Email Campaigns

23. Likes
 Impressions
 Unique Viewers
 Page
Demographics
 Best Days

o Exposures
o Shares

26. Makeup
 Messaging
 Management


27. Joe Gabriel
Fishbowl

30. What Is It?

Loyalty is a feeling of
attachment that
customers have towards
a brand.

Loyalty Marketing
focuses on strengthening
brand attachment to
influence consumer
behavior…one member
at a time.
Why Do It?

The goal of Loyalty
Marketing is to maximize
the Lifetime Value of each
customer through
increased member
frequency, spend and
retention.

31. 57% of adults said
they would be more
likely to visit a
restaurant that offered
a customer loyalty
program rather than
one that did not.
Source: National Restaurant Association

33. 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?

35. Source: Visible Gains

38. Source: Direct Marketing Association, The Power of
Direct Marketing, 2011-2012

42. Manage from
one place

43. 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

44. How it can all add up!
X
X
Just 1 sign-up slip
per server
1 location
(3,600/yr)
30 days
300 New
Members per
Month

45. Elements of a successful email program
Mix of 3 elements: Brand,
Community, Loyalty
 2-3 Loyalty “gifts” annually to drive
enrollment and baseline ROI (ex:
BOGO entrée gifts on Welcome,
Birthday, Anniversary)
 12-18 brand and community
messages per year
 1-2 other “Surprise” offers, usually
one-day offers
 = Total of 18-24 communications per
year

48.  Strings
turn Gifts into
Coupons
 Restrictions
encourage the guest
to NOT redeem
 Thank
You= Loyalty

50. Welcome Gift




Free Menu Item
AVG Cost of Gift $9.50
57 % Open Rate
12K Member List
 AVG
Check- $55

51. Birthday Promo
 13,563 members
 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

52. FREE Birthday Pizza



50% Open Rate
No strings attached
Built list over 12K
 46%
Rate
Redemption

53. 
Belated Birthday

Thank You for Dining

Wedding Anniversary

“We Miss You”

54. 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…

55. 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 gift redemptions
additional undiscounted visits
total “program” visits
Loyalty gifts only
600
(x) check average = Added Sales
(-) 20% cannibalization on offers
(=) Net incremental sales
600
0
600
$ 24,000
(4,800)
$ 19,200
(-) All discounts (600 x $ 9)
(5,400)
(-) 40% direct costs (on incremental sales)
(7,680)
(=) Added Profit before program costs
+1 visit/yr
$ 6,120
2,000
2,600
$ 104,000
(4,800)
$ 99,200
(5,400)
(39,680)
$ 54,120

56. Joe Gabriel
Fishbowl
jgabriel@fishbowl.com
www.fishbowl.com/nra
Twitter/@fishbowljoe
Facebook/@fishbowljoe