Enjoyalocal & SUCCESSWERKS 11.9.12
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Transcript of Enjoyalocal & SUCCESSWERKS 11.9.12
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.1
Demystifying Online Marketing & Social Media:
Making the Internet Work for Restaurants
November 9, 2012
Sponsored by:
Nhat Pham@NhatPhamSpeaker| AuthorSocial Media Strategist
www.enjoyalocal.comFacebook.com/enjoyalocal
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.2
Clear Card
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© 2010 SUCCESSWERKS. Do Not Copy or Distribute.4
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.”
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.5
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
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.6
Boneless Goes Bottomless
SUCCESS Tips:
• Replenish basket of wings with a serving of fries on the house
• Charge for dipping sauces
• Sell beerMembers of the Enjoyalocal team at the PFG Holiday Food Show in October
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.7
On to Social Media!
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History Facebook Twitter Google Mobile Next Steps
TimelineTimeline
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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.
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.10
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
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.12
Step #2: Choose Your Core Message
Establish yourself as a thought leader Further your brand Relevance Consistency Focus
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.13
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
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.14
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
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.15
Step #6: Create Viral Visibility
Status Update Photos Videos Wall postsTagging 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
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.17
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
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.18
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
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.19
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.
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.20
Other Tools
Twitter Text Marketing Geo-SocialFourSquareGoogle Local Review Sites
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.21
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
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.26
Text (SMS) Marketing
Keep it Simple
Compelling Offer
Call-to-Action
Engage them
Limit text contact
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.27
Social Review Sites
Keep it Simple
Compelling Offer
Call-to-Action
Engage them
Limit text contact
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.28
Google Local
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.29
Google Local Best Practices
Claim your place
Good Keywords
Monitor Reviews
Encourage Reviews
Google Mobile
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.30
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.
© 2010 SUCCESSWERKS. Do Not Copy or Distribute.32
In Short…
Be Strategic Be Consistent Be… gin
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ResourcesResources
Order at SUCCESSWERKS.com/Products
Books/DVDs
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© 2010 SUCCESSWERKS. Do Not Copy or Distribute.35
Nhat [email protected]
804.708.7637
in/NhatPham
/NhatPham
@NhatPham
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