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PowerPoint slides from Social Media Track 101 portion of the Grow Revenue: Get Online and Boost Sales Restaurant Education Series event hosted by the Ohio Restaurant Association for their members.
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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
