Grow Revenue: Get Online and Boost Sales Social Media Track 101 - Oct. 28, 2013

October 28, 2013

Grow Revenue: Get Online and Boost

Sales

Social Media Track 101

Getting Online: Where to StartBreakout # 1

Shon Christy - EAT DRINK PROMOTE

The “Like”ABLE restaurantmmm...mmm...good!

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.”

Latest Statistics

3 Keys for IMPACT

Dive into Facebook

Questions

How do we GRAB attention?

67% of Internet Users

Majority of 18-64 year olds

Key Demographic Breakdowns all Participate

Social by the numbers

Fastest Growing: 30-49 Largest Audience: 18-29 Fastest Declining: 18 - 29

Social by the numbers

Facebook is King Twitter Pinterest Instagram LinkedIn Google+ Yelp Foursquare

Social by the numbers

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

Scott Cook Intuit

"A brand is no longer what we tell the customer it is - it is what customers tell each other it is."

Makeup

Message

Management

3 keys for impact

Visually Appealing Brand Congruence Complete Profile Cover Art Icons Tabs

Makeup

More examples

Tabs

Tabs

Customizations Analytics No “Like” Limit Management• “Likes” vs. “Friends”

Make upBusiness Page vs. Personal Profile

PASSION is the gasoline of social media

Tell your story

Go-Giver Mentality

It’s not about you

Message

Message – Is it engaging???

What is the Purpose?• Increase Foot Traffic• Show Personality• Drive Web Traffic• Increase Visibility• Be a Resource• Showcase Involvement

Message

6: Not Business Specific - but are for a specific purpose

2: Conversion Posts 2: Unique Content Posts - Business Specific

6-2-2

Have a Strategy 1 Person Accountable Post Regularly Utilize Tools Monitor Results Managing Complaints

“Social Media Doesn’t Create Negativity.

It Uncovers It.”

Management

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

Part of a Multifaceted Plan Promote

◦ Print◦ On Premise◦ E-mail Signature◦ Direct Mail◦ Email Campaigns

ManagementSocial Media is an ingredient, not an entree

Likes Impressions Unique Viewers Page

Demographics Best Days oExposuresoShares

Management - Analytics

Impacting Business

Facebook is King

Makeup Messaging Management

Attention = Currency

How are YOU going to get more?

Remove the Strings! How to Build Guest Loyalty with

Email Marketing

Breakout #2

Joe GabrielFishbowl

Is Your Online Marketing Strategy Working?

What IS Guest Loyalty?

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.

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

80% of your sales come from 20% of your customers

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!

Email is Big

Source: Visible Gains

Growing Bigger

How your guests want to hear from you

Big ROI with Email

Source: Direct Marketing Association, The Power of Direct Marketing, 2011-2012

Email is Permissive

Set Up Your Email Account

Easy with Single Log-in Management Tools

Manage from one place

• 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

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!

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

“But I hate to discount...”

Sorry, you have to remove the strings

Strings you say?

Strings turn Gifts into Coupons

Restrictions encourage the guest to NOT redeem

Thank You= Loyalty

And thank your guests 2-3X per year

Case Study

Welcome Gift

Free Menu Item AVG Cost of Gift $9.50 57 % Open Rate 12K Member List

AVG Check- $55

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

Case Study

FREE Birthday Pizza

50% Open Rate No strings attached Built list over 12K 46% Redemption

Rate

Other Loyalty Campaign Ideas

Belated Birthday

Thank You for Dining

Wedding Anniversary

“We Miss You”

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…

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

Joe GabrielFishbowl

jgabriel@fishbowl.comwww.fishbowl.com/nraTwitter/@fishbowljoe

Facebook/@fishbowljoe

THANK YOU!