ORA Restaurant Social Media Summit
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Transcript of ORA Restaurant Social Media Summit
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WELCOME! Restaurant Social Media Summit: Tips to Getting and Keeping More
Customers
November 5, 2012 9:30 am – 1:00 pm
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Welcome and Introductions Speakers ORA Strategic Partners ORA Staff
Agenda Lunch Format and Raffle Prizes Folder Contents Attendee Networking List
Housekeeping
ORA Social Media Summit
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45 Marketing Tips in 45 Minutes
Presented by
Jaime Oikle, Running Restaurants.com
ORA Social Media Summit
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45 Online Marketing Tips for Restaurants...
Jaime Oikle-- RestaurantWebGuy.com-- RunningRestaurants.com
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#1) Prioritizing: Online Marketing Pyramid
Web
SiteEmail Marketing
Text Messaging
Facebook Claim Listings
Mobile Site BloggingTwitter
YouTubeLinkedIn
Location Apps QR codes Social other…Mobile other…
Imp
ort
an
ce
1
2
3
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#2) Review Your Website…On a desktop…With different browsers…Laptop…iPad…Smartphone…From Google (places)From Yelp/UrbanspoonFoursquare/CitysearchAnd more…
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#3) Have Contact Info on Home & All…
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#4) Have Great Photos…
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#5) Highlight Your People…
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…and look for more great people…
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#6) Make Money From Transactions…EventsReservationsOnline OrderingMerchandiseGift Certificates
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#7) Make Money From Events/Parties/Catering
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#8) Menu Importance on Website
1. A top thing looked at2. Should be done in HTML3. Not with images / flash4. PDF as a backup5. PDF have link back to
site6. Easy to update (CMS)
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GET FLASH…
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Their main brunch menu page
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Menus and Content…
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#9) SEO TIPS…Good SEO = top positioning =
increased exposureHave good Page TitlesKeyword usageKeep content freshHave menu in text/htmlDon’t use flashAdd content (more pages)
BlogEmail archiveCoupons / SpecialsChefs / People / Awards
Claim your listings
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Page Titles for SEO…
Restaurant nameCity / StateCuisineKeywordsAll pages!
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#10) Getting Traffic to Your Site…
In storeMenuHost StandPost CardCheck PresenterBusiness CardsTable Tentsetc.
Email newsletterSocial mediaSEOCross linksGoogle ad wordsFacebook adsClaim listings Have contentKeep at it…
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#11) Use Google Analytics…
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#12) Types of Email Messages…Brand & Community (12-18)
MarketingContentEventsCharity
Loyalty (2-3)Welcome, birthday, anniversary
Surprise (1-2)Black Friday GC offer…
18 – 24 per year (1-2 per month)
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#13) Elements of an Email…Subject LineRestaurant logoBranding
(consistent)Great photo(s)Headline & TaglineBody textReason why bulletsOffer(s)Call to action(s)Content
Event infoSpecialsA “hook”A deadlineEasy to transactTimelyFull contact infoVarious website
linksReservation link…Social media links
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Subject Line: “November at Fleming's - An Early Holiday Gift for You” (sent 11/1)
Quick Links & Nav links
Nice Main Offer and Photo
Gift Card OfferContent: Steak & Wine
#14) Email Format Ideas…
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#15) Restaurants & Birthdays
Everyone has one!Everyone loves theirs!1-2 or more b-day
meals!Send great offer!
Don’t be stingy…Try no strings…
High redemption rateBring others with them!!Celebratory event!Try to uncover b-days!
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#16) Calendar Events & Email
Email Subject Line: “REMINDER: Make Your Father's Day & Graduation Reservations Early”
Top of mind awareness!
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#17) Promoting @ The Weather
Let them know you’re open!
Show your toughness!
Show there for community!
Charity tie-insBe ready for big
storms…
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Promoting @ The Weather
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#18) Email Math…
2000 list @ $302 msg/mo = 4000
msg $30/4000 =
$.007525% = 1000 opens1000 opens at
$.03/ea1000 opens = 30
customer groups…Do the math…
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#19) Text vs. Paper… Paper coupons have a life of less than 4
days
Mobile coupons have a life of 21 days
98% of Text messages are read
Average text message is read in 4 minutes
Paper coupons have less than 1%
redemption rate.
Mobile Coupons have a 10% to 30%
redemption rate
Forwarding = viral marketing
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Text Case Study: El Chico Cafe1st PromotionBuy 1 entrée get 2nd
half price & 2 for 1 Margaritas
487 people in Database
5.3% Redemption in 1st 4 hrs
19.7% Redemption in 7 days
$2,592Revenue$94.50 Investment2,742% ROI
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#20) How to List Build…Staff Table tent / placemats
Menu / check presenter
Bowl / Box / Paper slips
POS receiptsLoyalty ProgramsQR codeWebsite & OnlineE-data..Events & Community
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#21) What to Talk About…ICEE (Inspire, Connect,
Entertain, Educate)Go ‘Behind the Scenes’Photos & VideosEvents…New menu items…Promotions…Sweepstakes / ContestRestaurant news…
Kid stuff…Holiday &
seasonal…Sports…GC’s &
merchandise…Catering & Takeout…Party Planning…And more…
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#22) Get a Great Cover Photo on FB
Big!ChangeableNo URL’sNo calls to actionNo contact info
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Cover Photos…
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#23) Pin & Highlight Content on FB
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Highlighted Content…
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#24) Post Photos on Facebook…
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Photo Content…
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#25) Claim Your Listings on Review Sites
You’re already there
Take control…Web &
mobile…Decisions
being made!Monitor…
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Claim Your Listings: where to go…
Google Places: http:// www.google.com/placesBing Maps: http:// www.bingbusinessportal.comYahoo Local: http:// listings.local.yahoo.comYelp: http://biz.yelp.com/signupUrbanspoon: click “Is this your restaurant”Tripadvisor: click “update business details”Citysearch: http://www.citygridmedia.com/advertise-
locally/Foursquare: https://foursquare.com/business
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#26) Know that Mobile is Kicking A**50.4% smartphones in US (Nielsen 3/12)81% browse the Internet77% search68% use an app48% use it to get coupons and vouchers95% use smart phone to look for local information
like pizza places, movie show times77% have contacted a business, with 61% calling
and 59% visiting the local business74% make a purchase based on a smart phone
search.88% use browsed information to take a decision
on the same day.Yet 72% of website owners don’t have a mobile
optimized website.
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#27) Get a Mobile Site
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Home Page via Mobile
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Mobile Optimized…
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#28) Mobile Site Elements…
Name & logoLocation (addr, city, state, zip)Hours / Map / DirectionEmail & social linksMenuEventsCoupons/SpecialsReservations, Ordering, GC’sOther…
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#29) Know Key Mobile Sites/Apps…
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Yelp Search…
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Foursquare…
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Urbanspoon App…
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#30) Try Some Mobile Ads…
“It's not too late to be early with mobile advertising”
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#31) Do Takeout? Do Mobile Ordering…
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#32) Use QR codes on…Table
tents/posters…Menus…Doors/signage…Print Ads…Postcard…Menu presenterBusiness cardsReceipts…
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#33) Link QR codes to…Daily specialsMenusDrinksOrder pagesReservationsNutritional infoEmail or text joinEventsOffers / CouponsVideos / photosSurvey & more…
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#34) Think About Getting an App
Icon!NotificationsBetter experienceSelf containedFasterOrderingPull vs. top of mind
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#35) Growing Your Twitter Followers…
Ensure Readiness… Website/Email/
FacebookSignage/Table Tents,
etc.Follow…Good PostsRetweet / Reply…Tweetup…Be active & take part
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#36) Do a Tweetup…Twitter users eventMeet at restaurantPost text and
photos#hashtagBuzzLarge awarenessFun!
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Tweet Case Study: CRAVE
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Tweetup: The Results…
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#37) Use Tools Like Tweetdeck…
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#38) Reasons for Video…
The I’s…ImmersiveImpactfulInexpensiveImmediacy
Sharing & ViralEmbed & cross post
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#39) Video Tips…
ShortMovingInformativeEntertainingFocusedBranded
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What to do with Video…
Kitchen scene & menuWine & BeerMixologistPrivate Party spaceCatering / ClassesEvents… Customers…Community…
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Video Examples…Link: http://www.theram.com/beer.html
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Video Examples…Link: http://www.bourbonny.com
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#40) Blogging for Restaurants
Deeper connection
Tell a storyPersonality
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#41) Get on LinkedIn…
Business professionals “Facebook for businesses”
Skews male / older / higher incomeNetworkingConnectionJob Hunting & RecruitingDoing Business!
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What to do on LinkedIn…
Complete a good profileBuild your networkJoin & participate in groupsPost updatesParticipate in “Answers”Create Company Page
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LinkedIn: Profile…
Full name & photoHeadline (title)Work ExperienceSchoolsWebsite linksGet customized
URLRecommendationsConnect TwitterPublically Available
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#42) Location Based Sites
“Check-ins”MobileSmart phonesGPSGameIncentives
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#43) Start Playing With Pinterest…Virtual pinboardsSocial sharing: pin,
repin, like, comment, follow
Top 20 site (1.36 MM/day)
68% female 28% $100k+15.8 min/day (FB 12.1
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Pinterest: Restaurants to check out…
http://pinterest.com/unclemaddioshttp://pinterest.com/redmangohttp://pinterest.com/tendergreenshttp://pinterest.com/newkscafehttp://pinterest.com/
LevyRestaurantshttp://pinterest.com/swifty711/
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#44) Instagram for Restaurants…Mobile AppPhoto filtersGreat retro images!Encourage
customers to post with #hashtags
Like / Comment / Share / Follow
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#45) Finding Time For It All…Website: 30 minEmail: 1 hourText:15 minFacebook: 1 hourListings: 1 hourTwitter: 30-60 min
YouTube: 30 min
LinkedIn: 15-20 minBlogging: 30-60 minMobile: 15 minLocation: 20 minApps: 15-20 minQR: 10 minOther: 15-30 minTotal: @ 8 hours
(10-12)
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“Successful Online Marketing for Restaurants”
6 sessions + mini classesWebsitesFacebookTwitter, YouTube LinkedIn & BloggingEmail & Text Message Marketing, plus List Building
Mobile, Apps, QR, LocationRecap & Integration
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How to Reap the Benefits of Positive
Word of Mouth with Yelp
Presented by
Christina Christian, Yelp
ORA Social Media Summit
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How the ORA Can Help Promote Your
Business
Presented by
Jarrod Clabaugh, ORA
ORA Social Media Summit
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Social Media at Jeni’s Splendid Ice
Creams
Presented by
Charley Bauer, Jeni’s
ORA Social Media Summit
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Social Media @ Jeni'sCharly Bauer
@CharlyAtJenis
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I think you are here to learn....
1. Why you need Social Media.
2. What will be your return on investment, ROI.
3. Where to spend limited resources?
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I guarantee....
what you learn today will work for you IF.....you make the best ice cream in the world.
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http://www.qsrweb.com/blog/8737/Restaurant-Social-Media-Top-10-Infographic
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Jeni's Social Media Goal
Increase awareness and understanding of ourbrand—with a focus on driving sales at:
1. our retail partners 2. our shops and online
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Tumblr
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• 2246 user views (how many times your Yelp page was accessed or viewed.)
• 459 user actions (mobile check-ins, mobile calls, user uploaded photos, directions to business, clicks to your website)
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Jeni's & Google
http://www.youtube.com/watch?v=ZUl0ZQC6HV8&feature=related
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Jeni's Infrastructure
Mostly in the CloudGoogle Apps Not MicrosoftGmail based email...
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Jeni's Hangout
Camp What-A-Wonder Campfire Cooking Chat
5-6 groups participated at any time
http://www.youtube.com/watch?v=B5ctne8vY7w
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Infographic from Word of Mouth Marketing Association
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12 – 1 pm Networking Lunch
Visit Each Strategic Partner
Network with Your Peers
1 pm Raffle Drawings
ORA Social Media Summit
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Please Complete a Session Evaluation
Save the Date! NAPICS, February 17-18
THANK YOU!
ORA Social Media Summit