PowerPoint slides from Social Media Track 201 portion of the Grow Revenue: Get Online and Boost Sales Restaurant Education Series event hosted by the Ohio Restaurant Association for their members.
4.
The vast majority of restaurants
are already using Facebook for
marketing purposes –87% of
chains and 79% of
independents.
Twitter has significantly less
traction than Facebook.
Further, it is embraced by
chains more so than
Independents.
Both Chain and Independent
Operators plan to increase
social media activity and
spending in 2014 and beyond.
Social media monitoring and
reputation management is a
key initiative for restaurants in
2013.
Responding directly to guests
and acquiring email addresses
are the two leading objectives
for Facebook marketing
6.
Claim and manage your
online presence
Build your audience base
Plan and execute your online
engagement
Listen and respond to your
guests
Prepare monthly report card
Plan on 4-5 hours a week to get started, 2-3 hours a week to maintain
14.
Claim and manage your
online presence
Build your audience base
Plan and execute your online
engagement
Listen and respond to your
guests
Prepare monthly report card
15. Building your Facebook Audience
Make it easy to find
your page
Reward for “Likes”
Tie special incentives
to Facebook joins
Write engaging &
creative posts
Add e-club join to
Facebook Timeline
90 day goal: 500 new
fans (2000 at one
year)
16. Building your Twitter Audience
Promote your Twitter page on Facebook
Identify local notables, follow them and
re-tweet their posts
Create Twitter-only offers
Use Hashtags (#) often
Keep Tweeting! (3-5 per day) to keep
high rankings
List size goals-50% of Facebook fan
count
Encourage Re-tweeting about eClub join
17. Pin images to promote
Welcome and Birthday
offers (link to e-club join
page)
Pin often
Connect your account
with Facebook and
Twitter
Variety is the spice of
life!
18.
Goal: Increase Facebook
Likes & Email Subscribers
Promoted Chicken Parm Dinner ToGo Contest for new Facebook Likes
& Email Subscribers
Promoted via Facebook ads, Instore, Foursquare & Twitter
Saw 1000% increase in email
subscribers, & 350% increase in
Facebook Likes in 3 weeks
19.
Goal: Grow Guest
Marketing List prior to store
opening
Promoted “VIP” Pre-opening
sweepstakes and offers to grow
email list & Facebook Likes
Used in Restaurant signage, Live
Facebook chat & Twitter to gain
momentum
Gained 750 pre-open Facebook
Likes and over 250 email
subscribers
20.
Claim and manage your
online presence
Build your audience base
Plan and execute your
online engagement
Listen and respond to your
guests
Prepare monthly report card
21.
18-24 Emails per year
5-7 Facebook posts
per week
10-20 Twitter posts
per week
Email?
Post to Facebook?
Tweet?
22. Post, Tweet & Email
with a purpose
Promote Events,
Guest Experiences,
Newsworthy items
Use Humor- Have
Fun
DON’T BE BORING
25.
Claim and manage your
online presence
Build your audience base
Plan and execute your online
engagement
Listen and respond to your
guests
Prepare monthly report card
26. Consumers weigh
not only online
reviews, but online
engagement by the
restaurant when
deciding to
frequent a
restaurant for the
first time.
Source- Conversocial 2012
29. DO
Respond Publically.
You’re not only responding to the guest
who wrote the review - you’re responding
to anyone who reads that review.
Keep Tone Light.
Online tone can often be
misunderstood, so keep that in mind
when typing your response. Keep
responses simple. Take longer
discussions offline.
Balance Your Response
Frequency. Don’t respond to every
online review - if you do, it can come off
as overbearing. Try responding to every
negative review, and perhaps to every 5th
positive review.
DO NOT
Don’t reward or incentivize guests
for positive reviews.
Review sites like Yelp frown upon and will
even remove reviews if they feel they
were influenced by incentives to post.
Don’t ask
Don’t ask for more information, or invite
them to Like you on Facebook or join the
email club. Keep to the task at hand.
Don’t be Combative.
Take a deep breath. The last thing you
want to do is sound angry . Remember
that others are viewing your responses.
30.
Claim and manage your
online presence
Build your audience base
Plan and execute your online
engagement
Listen and respond to your
guests
Prepare monthly report
card
32. Use FREE resources available to you to measure & track digital media campaigns
Available Resources
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
RSMI- Restaurant Social Media Index
33.
Claim and manage your
online presence
Build your audience base
Plan and execute your online
engagement
Listen and respond to your
guests
Prepare monthly report card
Extra Tidbit- How to
Manage it all
34. Take A Deep Breath and Jump In
• 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,etc.
√ Respond to guest comments (monitor review sites)
√ Track results, communicate to staff
• Can’t find the time? Hire someone. It’s worth it.
46. Search & Check-Ins
Patrons can search based
on their geographic location
Explore Function
◦ Popular Spots
◦ Past Check-Ins
Create Specials and Stand
Out!!!
53.
Business and Personal Pages
Create Pins and Link
Create Boards - Birthday
Ideas, Recipes, Specials, Community, Food, Loc
ation
Like and Share Pins & Boards
54.
55. Instagram
•Instagram may only be 3
years old but it has one of the
largest followings on the web.
•There are over 150 million
users on this platform.
•There are 16 billion photos
shared .
•There are also 1 billion likes
that happen every day.