Grow Revenue: Get Online and Boost Sales Social Media Track 101 - Oct. 28, 2013
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Transcript of Grow Revenue: Get Online and Boost Sales Social Media Track 101 - Oct. 28, 2013
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October 28, 2013
Grow Revenue: Get Online and Boost
Sales
Social Media Track 101
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Getting Online: Where to StartBreakout # 1
Shon Christy - EAT DRINK PROMOTE
The “Like”ABLE restaurantmmm...mmm...good!
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Pete CashmoreFounder, Mashable
“We’re living at a time when attention is the new currency: With hundreds of TV channels, billions of Websites, podcasts, radio shows, music downloads and social networking, our attention is more fragmented than ever before.”
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Latest Statistics
3 Keys for IMPACT
Dive into Facebook
Questions
How do we GRAB attention?
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67% of Internet Users
Majority of 18-64 year olds
Key Demographic Breakdowns all Participate
Social by the numbers
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Fastest Growing: 30-49 Largest Audience: 18-29 Fastest Declining: 18 - 29
Social by the numbers
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Facebook is King Twitter Pinterest Instagram LinkedIn Google+ Yelp Foursquare
Social by the numbers
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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
Facebook - Stats
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Scott Cook Intuit
"A brand is no longer what we tell the customer it is - it is what customers tell each other it is."
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Makeup
Message
Management
3 keys for impact
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Visually Appealing Brand Congruence Complete Profile Cover Art Icons Tabs
Makeup
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More examples
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Tabs
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Tabs
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Customizations Analytics No “Like” Limit Management• “Likes” vs. “Friends”
Make upBusiness Page vs. Personal Profile
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PASSION is the gasoline of social media
Tell your story
Go-Giver Mentality
It’s not about you
Message
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Message – Is it engaging???
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What is the Purpose?• Increase Foot Traffic• Show Personality• Drive Web Traffic• Increase Visibility• Be a Resource• Showcase Involvement
Message
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6: Not Business Specific - but are for a specific purpose
2: Conversion Posts 2: Unique Content Posts - Business Specific
6-2-2
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Have a Strategy 1 Person Accountable Post Regularly Utilize Tools Monitor Results Managing Complaints
“Social Media Doesn’t Create Negativity.
It Uncovers It.”
Management
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You can schedule and post date any post on Facebook!
Use the Facebook Pages App to help keep up! Respond on the GO!
Schedule & Monitor
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Part of a Multifaceted Plan Promote
◦ Print◦ On Premise◦ E-mail Signature◦ Direct Mail◦ Email Campaigns
ManagementSocial Media is an ingredient, not an entree
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Likes Impressions Unique Viewers Page
Demographics Best Days oExposuresoShares
Management - Analytics
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Impacting Business
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Facebook is King
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Makeup Messaging Management
Attention = Currency
How are YOU going to get more?
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Remove the Strings! How to Build Guest Loyalty with
Email Marketing
Breakout #2
Joe GabrielFishbowl
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Is Your Online Marketing Strategy Working?
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What IS Guest Loyalty?
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Loyalty Marketing: Beyond the CardWhat 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.
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Loyalty Works
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
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80% of your sales come from 20% of your customers
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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?
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An Email Address!
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Email is Big
Source: Visible Gains
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Growing Bigger
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How your guests want to hear from you
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Big ROI with Email
Source: Direct Marketing Association, The Power of Direct Marketing, 2011-2012
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Email is Permissive
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Set Up Your Email Account
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Easy with Single Log-in Management Tools
Manage from one place
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• 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
Build Your Email List
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4 Walls Focus – Easy Goals
X
Just 1 sign-up slip per server
X
30 days
300 New Members per Month
1 location (3,600/yr)
How it can all add up!
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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
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“But I hate to discount...”
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Sorry, you have to remove the strings
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Strings you say?
Strings turn Gifts into Coupons
Restrictions encourage the guest to NOT redeem
Thank You= Loyalty
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And thank your guests 2-3X per year
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Case Study
Welcome Gift
Free Menu Item AVG Cost of Gift $9.50 57 % Open Rate 12K Member List
AVG Check- $55
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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
Case Study
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Case Study
FREE Birthday Pizza
50% Open Rate No strings attached Built list over 12K 46% Redemption
Rate
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Other Loyalty Campaign Ideas
Belated Birthday
Thank You for Dining
Wedding Anniversary
“We Miss You”
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Email Customer Appreciation Promo
Case Study
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…
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All-In 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