Enjoyalocal & SUCCESSWERKS 11.9.12

Demystifying Online Marketing & Social Media:
Making the Internet Work for Restaurants

November 9, 2012

Sponsored by:

www.enjoyalocal.com Nhat Pham
Facebook.com/enjoyalocal @NhatPham
Speaker| Author
Social Media Strategist

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© 2010 SUCCESSWERKS. Do Not Copy or Distribute.

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King Kut Promotion

 Item: 8oz. CAB Fillet of Sirloin
($4.50 cost per)
Marketing Package provided, including
Table Tents and Posters (no charge)

 45 restaurants participated

 They sold 7,000+ steaks in 90 days!

 From 1 participating restaurant:
“My customer base has grown, and
my wait staff is making more
money. This is a great promo.” 4

Boneless Goes Bottomless Promo (Current)

•Started October 15

•You can sign up on
www.enjoyalocal.com

•You decide which
night of the week you
would like to run it

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Boneless Goes Bottomless

SUCCESS Tips:

• Replenish basket
of wings with a
serving of fries on
the house

• Charge for
dipping sauces

Members of the Enjoyalocal team at the • Sell beer
PFG Holiday Food Show in October
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On to Social Media!

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Timeline

 History
 Facebook
 Twitter
 Google
 Mobile
 Next Steps

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10 Steps To Maximizing Facebook [1-5]

1. Optimize your Facebook PROFILE.
2. Choose your core MESSAGE.
3. Create and optimize a Facebook Fan PAGE.
4. Add friends STRATEGICALLY over time.
5. Think RELATIONSHIPS first, business
second.

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10 Steps To Maximizing Facebook[5-10]

6. Consistently engage in activities that create
viral visibility.
7. Promote your Facebook Profile/Page outside
of Facebook.
8. Run tests with Facebook SOCIAL ADS.
9. Limit your time and DELEGATE some tasks.
10. Include Facebook as part of your overall
marketing PLAN.

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Step #1: Optimize Your Facebook Profile

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Step #2: Choose Your Core Message

 Establish yourself as a thought leader
 Further your brand
 Relevance
 Consistency
 Focus

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Step #3: Create a Facebook Fan Page

Why Have a Fan Page?

 SEO!
 Unlimited fans
 Facebook encourages activity here
 Add rich media
 Welcome Page!
 Add an opt-in box
 Apps

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Step #4: Add Friends, Fans & Likes

 Current friend limit = 5,000
 Tipping point = 500-1000
 Be strategic!
 Have a friending policy.
 Drive incoming.
 Be Strategic
 Be Social

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Step #6: Create Viral Visibility

 Status Update
 Photos
 Videos
 Wall posts
Tagging
 Comments, Like
 Groups
 Events
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Step #6: Create viral visibility. [cont’d]

 Extreme Strategic Visibility
 You’re seen EVERYWHERE!
 …in all the right places
 …by all the right people
 …at all the right times

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Step #7: Promote Outside of Facebook

 Secure your Vanity URL (username) at
facebook.com/username
 Use Facebook Places
 Regularly let your email list know they can
find you on Facebook.
 Include a link to your Profile/Page on your
email signature file
 Add a Like this Button
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Step #8: Run tests with Facebook SOCIAL ADS

 Buy targeted traffic
 Keep them inside Facebook
 Advertise your Fan Page
 Interact with Social Ads as user

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Step #10: Include Facebook in your marketing PLAN.

 Facebook is just 1 piece of the marketing pie
 Blog, YouTube, Twitter, LinkedIn, Google,
FourSquare, Yelp, etc.

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Other Tools

Twitter
Text Marketing
 Geo-Social
FourSquare
Google Local
 Review Sites

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Broadband Mobility – 'Kogi Kulture'.

 The Los Angeles Consumer: “I need my Kogi Korean BBQ fix!!!”
 Kogi Restaurants: “Commercial space in Los Angeles is expensive!”
 Solution: Twitter equipped fleet Kogi trucks!

A phenomenon the LA Times refers to as nothing short of "a
burgeoning cyber-hippie movement affectionately referred to as
'Kogi kulture'.
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Naked Pizza

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Twitter (Care Marketing)

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Twitter (Care Marketing)

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Twitter Best Practices

 Listen
 Converse
 Care
 Engage
 Call-to-Actions 25

Text (SMS) Marketing

 Keep it Simple

 Compelling Offer

 Call-to-Action

 Engage them

 Limit text contact
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Social Review Sites

 Keep it Simple

 Compelling Offer

 Call-to-Action

 Engage them

 Limit text contact
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Google Local

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Google Local Best Practices

 Claim your place

 Good Keywords

 Monitor Reviews

 Encourage Reviews

 Google Mobile
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Mobile Apps

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Step #10: Limit Your Time & DELEGATE some
tasks
 Work with a (proven) strategy.
 Decide how much time you can dedicate.
 You provide the personal touch.
 Use a Dashboard
 Outsource the rest.

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In Short…
 Be Strategic
 Be Consistent
 Be… gin

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Resources

Books/DVDs

Order at SUCCESSWERKS.com/Products
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Contact

Nhat Pham
npham@successwerks.com
804.708.7637

in/NhatPham

/NhatPham

@NhatPham

RoadWarriorShow.com
Mondays 9AM ET

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Enjoyalocal & SUCCESSWERKS 11.9.12

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