Scott Shaw FRLA Marketing Summit 2012

FRLA 2.6.12

“Managing Your Social Media Marketing”

Scott Shaw, CEOFishbowl

http://www.fishbowl.com/offer/index.html

THEN


NOW


Ongoing Evolution…

Traditional Media• Telemarketing• Direct mail• Print ads• TV Commercials• Radio Ads

New Media o• SEO / SEM• Permission based

Email• Social Media• RSS Feeds• Review sites &

Directories• Mobile Interaction


Confusing Landscape…where do I start?


Recipe Book

• Claim your online presence• Manage your online presence• Build your Email, Facebook,

Twitter audience base • Plan and execute your

daily/weekly/monthly marketing

• Listen and Respond to your guests

• Prepare monthly report card

Plan on 4-5 hours a week initially, 2-3 hours a week later on


Claim Your Online Presence


Verify content and info


One Stop Solutions


Recipe Book







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?


An Email Address!


Set Up Your Email Account


And On Twitter


You Tube too


Single Log-In Management Tools


Hootsuite Dashboard Manage from one place


Recipe Book







60% of fans and 79% of followers are more likely to recommend a brand they fan and follow.

51% of fans and 67% of followers are more likely to buy from the brands they fan and follow.

Chadwick Martin Bailey and Imoderate Research Technologies ,2010

600 Million Active Worldwide Facebook users 20 million people “like” a brand each day!

Social Media = Loyal Guests


• 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


Not just side-work

• Engaging your staff is the most important component of building your list in-house.

• Discuss with your FOH staff that building your email list is an investment in the growth of your restaurant.

• Share results of successful campaigns

• Offer incentives to your employees to encourage list growth


http://www.musthavemenus.com/category/restaurant-email.html

ROI Increases with Email List Growth

More members more opens more traffic greater ROI.Email database size benchmarks by restaurant category*:

Growing your audience can result in 2 to 4 times greater returns than average. *Data as of December 2010, rounded to the nearest 100

22

Category Per Store Average Top 10% PercentileCasual Dine 3,100 7,600

Fine Dine 3,700 4,300Fast Casual 1,000 3,900

Family 600 1,700Quick Serve 500 1,200Your Brand XXX Percentile Rank


Building your Facebook Audience

• Make it easy to find your page

• Reward for “Likes” • Check-in deals • Write engaging

posts • 90 day goal: 500

new fans (2000 at one year)


Challenge: create new Facebook page and build fans for a small town bar & grill … promoted via:

Email campaign to list of ~1,000 members

QR code on table tents Offer: free soft serve ice

cream cone for new LikesRESULTS 600 likes in under 3

months Owner excited to jump

ahead of local competitors

Facebook: 0 to 600 in 3 months!


• Promote your Twitter page on Facebook• Identify local notables, follow then and re-

tweet their posts• Create Twitter only offers• Use Hash Tags (#) often• Keep Tweeting! (3-5 per day) to keep high

rankings• List size goals-50% of Facebook fan count

Building your Twitter Audience


Recipe Book







New Media

Marketing

Mobile Devices

Social MediaEmail

Is email really Social?

How are people sharing?


Key Reasons to integrate

• Cross promotion• Encourage sharing of offers

and information• Guest engagement• Drive Loyalty• Capture consumer data• Close the loop


Word of Mouth in Warp Speed

Email

• How’s this for a tax deduction---take $10.40 off your check, April 15th only! Alcohol & gratuity not incl, min purchase of $20 required. One-time offer. Mention you read this on Facebook!

Facebook

• Tax day fatigue? Come in 4/15 for $10.40 off a check of $20 or more. Restrictions apply. Just show your Tweet to your server!

Tweet

• Customer "checks" in with your restaurant, finds out about promotion and this is broadcast to their social network (Facebook, Twitter) which in turn advertises your venue to his or her friends, gaining exposure to even more people.

Foursquare


Elements of a successful program

Mix of 3 elements: Brand, Community, Loyalty

18-24 Emails per year3-4 Loyalty Based

5-7 Facebook posts per week

10-20 Twitter posts per week

80% Content and engagement 20% promotion


Birthday Promo• 13,563 members in database• 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

Loyalty Case Study


Email plus Social: 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…

http://www.facebook.com/pages/overwood-wood-fired-american-kitchen/261027075299





Off Beat is Good

SMOOCH YOUR POOCHStop in any Wednesday in April with your dog to get a free large cheese pizza.No Dog? Bring your significant other pet* You may be required to kiss that animal on the lips to prove that significant other pet is really yours.


Twitter: Engage followers via contest

Challenge: generate interest and traffic early in the week

• Trivia contest via Twitter – art themed, consistent with restaurant concept

• Cross-promoted on Facebook• One of the correct answers picked to

win #FreeSangria for their entire party

RESULTS• Increase in Twitter followers,

engagement on Facebook• Contest winners redeeming offer

bring in up to $200 in additional revenue

35


Open Rate: 36% Click Thru Rate: 11% +5.7% Incremental Comp Sales Growth (over 4 day promotion)

To drive traffic (increase frequency) to locations. To increase awareness and draw attention to our

Community Wall. To provide an innovative and fun way for our

guests to interact with the Which Wich brand.

Cross Channel Promotion

Results:

Locate the hidden QR code in-store And scan for a FREE surprise.

Objectives:


Recipe Book







Social Media Consumer Interaction

Source: Beyond 2011


Conversations about your Restaurant are rampant


You NOW Have to Listen

Consumers weigh not only online reviews, but online engagement by the restaurant when

deciding to frequent a restaurant for the first

time.

Source- Conversocial 2011


SM Monitoring


http://seesmic.com/

http://www.google.com/alerts

Recipe Book







Sidework Marketing


Google Analytics: Traffic; Impact from Digital Promotions; Referral Sites Facebook Insights: Likes; Post Views, Post Feedback You Tube Insights: Views, Demographics, Referral Sites Email Testing & Reporting: Open Rates, Click Through, Tiered Messaging, Subject

Line Cell Testing, Days of Week Mashable.com: Articles; Helpful Tips; Updates; Trends

Available Resources:

Tracking Resources

Use FREE resources available to you to measure & track digital media campaigns.


Recipe Book• Claim your online presence• Manage your online presence• Build your Email, Facebook,


daily/weekly/monthly marketing• Listen and Respond to your

guests• Prepare monthly report card• Extra Tidbit- How to Manage it

all


Email 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


• Claim your online sites- Google, Foursquare, Yelp, Bing, etc.• Set up your email account & Social Media Pages (Facebook, Twitter)• Start with an “Inventory” of current activities to promote• Build an “Ideas” file of new things to try • Once Launched, set aside 2-3 hours every week to work on your guest

marketing (4-5 hours a week to start)√ Plan for 1 to 2 email promotions per month√ Engage guests on Facebook, Twitter, Foursquare√ Respond to guest comments (monitor review sites)√ Track results, communicate to staff

• Can’t find the time? Hire someone. It’s worth it. * $54,120 / 78 hours = $693 an hour!

How To Manage Your Online Marketing Program


Closing Thoughts…

Do…• Get started• Make time• Involve staff• Keep score

Don’t be…• Intrusive• Slapdash• Cheap• Boring


Questions?


Scott ShawFishbowl

[email protected]

Twitter/@fishbowlincFacebook/@fishbowlmarketing

THANK YOU!

mailto:[email protected]

http://www.fishbowl.com/


Scott Shaw FRLA Marketing Summit 2012

Documents

Transcript of Scott Shaw FRLA Marketing Summit 2012