2011 Wisconsin Restaurant Expo Seminar deck "Social Media & Email Marketing- A Winning Recipe" 3 21-2011
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2011 Wisconsin Restaurant Expo Seminar deck "Social Media & Email Marketing- A Winning Recipe" 3 21-2011
- 1. Social Media and E-mail Marketing-A Winning Recipe for Restaurants
- 2. Fishbowl Cocktail Facts 10 years old, 130+ employees- Alexandria, VA based The leading provider of on-demand marketing software and services to the restaurant industry Serving over 40,000 restaurant locations Managing an opt-in member database of over 50 million guests More than 1.5 billion email messages distributed annually Technology and services designed specifically for the restaurant industry Chosen partner of leading organizations in the restaurant industry…
- 4. What is Social Media?
- 5. Why is it relevant?
- 6. Social Media Sites & Tactics
- 7. Why Email Is still the most effective marketing tool?
- 8. Integrating with Social and Email Marketing
- 10. Direct mail
- 11. Print ads
- 12. TV Commercials
- 13. Radio Ads
- 16. Social Media
- 17. RSS Feeds
- 18. Review sites & Directories
- 20. How is Social Media being used? Sharing Content Information Search Events/Promotions Blogging Communications Videos/Photos/Music Gaming
- 21. Most Importantly… Focus on Being Social! Have a dialogue…Engage the conversation Build Relationships Listen and Respond to comments Be Unique and Creative Ask and Answer Questions
- 22. Social Media = Loyal Guests 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 500 Million Active Worldwide Facebook users 20 million people “like” a brand each day!
- 23. Social= Viral = Word of Mouth
- 25. …Little Bit Less Confusing Loyalty Acquisition 11
- 27. Facebook fans
- 30. Share with them
- 32. Twitter 10 Billion Tweets 140 Characters or less 50 Million Tweets per day Over 25 Million registered Users
- 33. Foursquare Launched March 2009 Over 6 Million users Over 1 million “Check In’s” per day over 380M total Mobile Social Networking with “Gaming Component” Restaurants offer Specials and events to engage users
- 36. Is email really Social? How are people sharing?
- 38. Paper Sign Up Slips
- 39. Staff Engagement & Incentives
- 40. POP
- 41. To-Go Bags
- 42. Window Clings
- 43. Placemats
- 44. Staff Buttons
- 45. Online
- 49. Forward to a Friend
- 50. Online Reservations & Ordering
- 51. Other Sources
- 52. Public & Charity Events
- 55. 12-18 brand and community messages per year
- 56. 1-2 other “Surprise” offers, usually one-day offers = Total of 18-24 communications per year
- 57. Incentivize your loyal customers
- 59. No-strings attached Birthday Gift
- 60. 40% redemption rates (versus 8-12% Fishbowl average)
- 61. Results: $200,000 in directly attributable sales
- 63. Fan Signs Up for E-club Connecting Facebook Fans to Email databases
- 64. Key Reasons to integrate Cross promotion Encourage sharing of offers and information Guest engagement Drive Loyalty Capture consumer data Close the loop
- 65. Facebook Email Join Form 26
- 66. Strengthen Guest Relationships Extend your restaurant’s relationship with its email club members by offering an easy way to connect on social media sites such as Facebook , Twitter, Yelp! And OpenTable. With just the click of a button within the email messages, subscribers can become fans and followers of your restaurant’s social media profiles. 71% of business executives use email to promote their presence on Facebook & Twitter -eMarketer 2010
- 67. Facebook contest with designated email blast
- 68. Turn Your Customers into Promoters Social Sharing Links: A simple click of the Facebook sharing button, inserted into your restaurant’s emails, and recipients can promote your restaurant’s messages to their friends across the Facebook network. The average social media user has nearly 200 friends with which to share your restaurant’s messages Facebook Stats: The average Facebook user has 120 “friends,” and their communications pack the power of a personal referral – not advertising clutter.
- 69. Multi-Channel Promotions 2010 Campaign drove 313,764 offline and 171,563 online opt-ins for the new “Denny’s Rewards” Program. More than nine times the total 50,816 guest registrations gained via the 2009 campaign.
- 71. Start with an “Inventory” of current activities to promote
- 72. Build an “Ideas” file of new things to try
- 73. Set aside 60-120 minutes every week to work on your guest marketing
- 74. Plan for 1 to 2 promotions per month
- 75. Compose and send emails (post to Facebook, Twitter, or SMS too)
- 76. Respond to guest comments (monitor review sites)
- 77. Track results, communicate to staff
- 79. Be Social
- 80. Make Time
- 85. THANK YOU! Twitter.com/fishbowljoe Facebook.com/fishbowljoe jgabriel@fishbowl.com Stop by Booth #529 for more info Show Special- FREE Custom Template
Notes de l'éditeur
- I want to stress how important it is to have a presence in either Twitter or Facebook or bothRecent statistics from Facebook show they have 400 million active users and more than 20 million people become fans each day. Twitter users post over 50 million tweets per day - that's an average of 600 tweets per second.The study also uncovered perceptions among consumers that those brands not engaging in social media are out of touch.Some Quotes about Brands not on Facebook or Twitter“It shows they are not really with it or in tune with the new ways to communicate with customers.”“It's expected that a company have some digital face - whether it's on FB or Twitter I don't know - but they need a strong electronic presence or you doubt their relevance in today's marketplace.”“Either they are not interested in the demographic that frequents Facebook and Twitter or they are unaware of the opportunity to get more exposure in a more interactive method.”If you don’t have a Fan page or a twitter account you are missing an opportunity to continue the conversation.In the next couple of slides I am going to show you how some brands have entered the Social Sphere. Bottom line Social Media is good for your brand recognition as well as your bottom line!
- Mobile23% of all mobile phones are smartphones and this is growingEmail97% if US households use email 66% of marketers are integrating social and emailSocialMost companies use Social for Brand awarenessBut you also can use it for:behavior trackingData acquisitionMulti-channel engagementContent distributionDrive sales
- In your plan you will need to decide where you would like Vouchers to live and how they are going to be accounted for from that channel.I find that email is the best way because it is setting the expectation of what they are going to receive so they will subscribe.It is an incentive to open the closed loop that Social Media is plus customers like consistency but a surprise every once and a whileYou want to control the database! It is yours!Use the Social Sphere should be used for opening the doors (customer service, events, continued engagement)Listen and ask your customers in the social sphere to help plan your voucher program.
- In your plan you will need to decide where you would like Vouchers to live and how they are going to be accounted for from that channel.I find that email is the best way because it is setting the expectation of what they are going to receive so they will subscribe.It is an incentive to open the closed loop that Social Media is plus customers like consistency but a surprise every once and a whileYou want to control the database! It is yours!Use the Social Sphere should be used for opening the doors (customer service, events, continued engagement)Listen and ask your customers in the social sphere to help plan your voucher program.
- Examples of using postcards to fully integrated contests and sweepstakes within social media platforms.