1. Nov. 5, 2012
9:30 a.m. – 1:00 p.m.

2. Welcome and Introductions
 Speakers
 ORA Strategic Partners
 ORA Staff
Agenda
 Lunch Format and Raffle Prizes
 Folder Contents
 Attendee Networking List
Housekeeping

3. 45 Marketing Tips in 45 Minutes
Presented by:
Jaime Oikle, Running Restaurants.com

4. 45 Online Marketing Tips for
Restaurants...
Jaime Oikle
-- RestaurantWebGuy.com
-- RunningRestaurants.com

5. #1) Prioritizing: Online Marketing
Pyramid
1 Web
Site
Importanc
Text
Email Marketing Messaging
2
e
Facebook Claim Listings
Mobile Site Twitter YouTube Linked Blogging
In
3
Social
Location Apps QR codes
other…
Mobile other…

6. #2) Review Your Website…
 On a desktop…
 With different browsers…
 Laptop…
 iPad…
 Smartphone…
 From Google (places)
 From Yelp/Urbanspoon
 Foursquare/Citysearch
 And more…

7. #3) Have Contact Info on Home &
All…

9. #4) Have Great Photos…

11. #5) Highlight Your People…

12. …and look for more great
people…

13. #6) Make Money From
Transactions…
 Events
 Reservations
 Online Ordering
 Merchandise
 Gift Certificates

14. #7) Make Money From
Events/Parties/Catering

15. #8) Menu Importance on Website
1. A top thing looked at
2. Should be done in
HTML
3. Not with images /
flash
4. PDF as a backup
5. PDF have link back
to site
6. Easy to update

17. GET FLASH…

19. Their main
brunch menu
page

20. Menus and Content…

21. #9) SEO TIPS…
 Good SEO = top positioning = increased
exposure
 Have good Page Titles
 Keyword usage
 Keep content fresh
 Have menu in text/html
 Don‟t use flash
 Add content (more pages)
 Blog
 Email archive
 Coupons / Specials
 Chefs / People / Awards
 Claim your listings

22. Page Titles for SEO…
 Restaurant name
 City / State
 Cuisine
 Keywords
 All pages!

23. #10) Getting Traffic to Your Site…
 In store  Email newsletter
 Menu  Social media
 Host Stand  SEO
 Post Card
 Cross links
 Check Presenter
 Google ad words
 Business Cards
 Facebook ads
 Table Tents
 etc.  Claim listings
 Have content
 Keep at it…

24. #11) Use Google Analytics…

25. #12) Types of Email Messages…
 Brand & Community (12-18)
 Marketing
 Content
 Events
 Charity
 Loyalty (2-3)
 Welcome, birthday,
anniversary
 Surprise (1-2)
 Black Friday GC offer…
 18 – 24 per year (1-2 per
month)

26. #13) Elements of an Email…
 Subject Line  Event info
 Restaurant logo  Specials
 Branding  A “hook”
(consistent)  A deadline
 Great photo(s)  Easy to transact
 Headline & Tagline  Timely
 Body text  Full contact info
 Reason why  Various website
bullets links
 Offer(s)  Reservation link…
 Call to action(s)  Social media links
 Content

27. #14) Email Format
Ideas… Subject Line: “November
at Fleming's - An Early
Holiday Gift for You” (sent
11/1)
Quick Links &
Nav links
Nice Main Offer
and Photo
Gift Card Offer
Content: Steak &
Wine

28. #15) Restaurants & Birthdays
 Everyone has one!
 Everyone loves theirs!
 1-2 or more b-day
meals!
 Send great offer!
 Don‟t be stingy…
 Try no strings…
 High redemption rate
 Bring others with them!!
 Celebratory event!
 Try to uncover b-days!

29. #16) Calendar Events & Email
 Email Subject Line:
“REMINDER: Make
Your Father's Day &
Graduation
Reservations Early”
 Top of mind
awareness!

30. #17) Promoting @ The Weather
 Let them know
you‟re open!
 Show your
toughness!
 Show there for
community!
 Charity tie-ins
 Be ready for big
storms…

31. Promoting @ The Weather

32. #18) Email Math…
 2000 list @ $30
 2 msg/mo = 4000
msg
 $30/4000 =
$.0075
 25% = 1000
opens
 1000 opens at
$.03/ea
 1000 opens = 30
customer

33. #19) Text vs. Paper…
 Paper coupons have a life of less than 4
days
 Mobile coupons have a life of 21 days
 98% of Text messages are read
 Average text message is read in 4 minutes
 Paper coupons have less than 1%
redemption rate.
 Mobile Coupons have a 10% to 30%
redemption rate
 Forwarding = viral marketing

34. Text Case Study: El Chico Cafe
 1st Promotion
 Buy 1 entrée get 2nd
half price & 2 for 1
Margaritas
 487 people in
Database
 5.3% Redemption in
1st 4 hrs
 19.7% Redemption in
7 days
 $2,592Revenue
 $94.50 Investment
 2,742% ROI

35. #20) How to List Build…
 Staff
 Table tent /
placemats
 Menu / check
presenter
 Bowl / Box / Paper
slips
 POS receipts
 Loyalty Programs
 QR code
 Website & Online

36. #21) What to Talk About…
 ICEE (Inspire,  Kid stuff…
Connect, Entertain,
Educate)  Holiday &
 Go „Behind the seasonal…
Scenes‟  Sports…
 Photos & Videos
 GC‟s &
 Events…
merchandise…
 New menu items…
 Promotions…  Catering &
 Sweepstakes / Takeout…
Contest  Party Planning…
 Restaurant news…

37. #22) Get a Great Cover Photo on
FB
 Big!
 Changeable
 No URL‟s
 No calls to action
 No contact info

38. Cover Photos…

39. #23) Pin & Highlight Content on
FB

40. Highlighted Content…

41. #24) Post Photos on Facebook…

42. Photo Content…

43. #25) Claim Your Listings on Review
Sites
 You‟re already
there
 Take control…
 Web & mobile…
 Decisions being
made!
 Monitor…

44. Claim Your Listings: where to
go…
 Google Places: http:// www.google.com/places
 Bing Maps: http:// www.bingbusinessportal.com
 Yahoo Local: http:// listings.local.yahoo.com
 Yelp: http://biz.yelp.com/signup
 Urbanspoon: click “Is this your restaurant”
 Tripadvisor: click “update business details”
 Citysearch: http://www.citygridmedia.com/advertise-
locally/
 Foursquare: https://foursquare.com/business

45. #26) Know that Mobile is Kicking A**
 50.4% smartphones in US (Nielsen 3/12)
 81% browse the Internet
 77% search
 68% use an app
 48% use it to get coupons and vouchers
 95% use smart phone to look for local information like
pizza places, movie show times
 77% have contacted a business, with 61% calling and
59% visiting the local business
 74% make a purchase based on a smart phone search.
 88% use browsed information to take a decision on the
same day.
 Yet 72% of website owners don‟t have a mobile
optimized website.

46. #27) Get a Mobile Site

47. Home Page via Mobile

48. Mobile Optimized…

49. #28) Mobile Site Elements…
 Name & logo
 Location (addr, city, state, zip)
 Hours / Map / Direction
 Email & social links
 Menu
 Events
 Coupons/Specials
 Reservations, Ordering, GC‟s
 Other…

50. #29) Know Key Mobile Sites/Apps…

51. Yelp Search…

52. Foursquare…

53. Urbanspoon App…

54. #30) Try Some Mobile Ads…
“It's not too late
to be early with
mobile
advertising”

57. #31) Do Takeout? Do Mobile
Ordering…

58. #32) Use QR codes on…
 Table
tents/posters…
 Menus…
 Doors/signage…
 Print Ads…
 Postcard…
 Menu presenter
 Business cards
 Receipts…

59. #33) Link QR codes to…
 Daily specials
 Menus
 Drinks
 Order pages
 Reservations
 Nutritional info
 Email or text join
 Events
 Offers / Coupons
 Videos / photos
 Survey & more…

60. #34) Think About Getting an App
 Icon!
 Notifications
 Better experience
 Self-contained
 Faster
 Ordering
 Pull vs. top of mind

61. #35) Growing Your Twitter Followers…
 Ensure Readiness…
 Website/Email/Faceboo
k
 Signage/Table Tents,
etc.
 Follow…
 Good Posts
 Retweet / Reply…
 Tweetup…
 Be active & take part

62. #36) Do a Tweetup…
 Twitter users event
 Meet at restaurant
 Post text and photos
 #hashtag
 Buzz
 Large awareness
 Fun!

63. Tweet Case Study: CRAVE

65. Tweetup: The Results…

66. #37) Use Tools Like Tweetdeck…

67. #38) Reasons for Video…
 The I‟s…
 Immersive
 Impactful
 Inexpensive
 Immediacy
 Sharing & Viral
 Embed & cross post

68. #39) Video Tips…
 Short
 Moving
 Informative
 Entertaining
 Focused
 Branded

69. What to do with Video…
 Kitchen scene & menu
 Wine & Beer
 Mixologist
 Private Party space
 Catering / Classes
 Events…
 Customers…
 Community…

70. Video Examples…
Link: http://www.theram.com/beer.html

71. Video Examples…
Link: http://www.bourbonny.com

72. #40) Blogging for Restaurants
 Deeper
connection
 Tell a story
 Personality

74. #41) Get on LinkedIn…
 Business professionals “Facebook for
businesses”
 Skews male / older / higher income
 Networking
 Connection
 Job Hunting & Recruiting
 Doing Business!

75. What to do on LinkedIn…
 Complete a good profile
 Build your network
 Join & participate in groups
 Post updates
 Participate in “Answers”
 Create Company Page

76. LinkedIn: Profile…
 Full name & photo
 Headline (title)
 Work Experience
 Schools
 Website links
 Get customized
URL
 Recommendations
 Connect Twitter
 Publically
Available

77. #42) Location Based Sites
 “Check-ins”
 Mobile
 Smart phones
 GPS
 Game
 Incentives

79. #43) Start Playing With Pinterest…
 Virtual pinboards
 Social sharing: pin,
repin, like, comment,
follow
 Top 20 site (1.36
MM/day)
 68% female
 28% $100k+
 15.8 min/day (FB 12.1

80. Pinterest: Restaurants to check out…
 http://pinterest.com/unclemaddios
 http://pinterest.com/redmango
 http://pinterest.com/tendergreens
 http://pinterest.com/newkscafe
 http://pinterest.com/LevyRestaura
nts
 http://pinterest.com/swifty711/

81. #44) Instagram for Restaurants…
 Mobile App
 Photo filters
 Great retro images!
 Encourage customers
to post with #hashtags
 Like / Comment /
Share / Follow

83. #45) Finding Time For It All…
 Website: 30 min  LinkedIn: 15-20 min
 Email: 1 hour  Blogging: 30-60 min
 Text:15 min  Mobile: 15 min
 Location: 20 min
 Facebook: 1 hour
 Apps: 15-20 min
 Listings: 1 hour  QR: 10 min
 Twitter: 30-60 min  Other: 15-30 min
 YouTube: 30 min  Total: @ 8 hours (10-
12)

84. “Successful Online Marketing for
Restaurants”
6 sessions + mini classes
Websites
Facebook
Twitter, YouTube LinkedIn &
Blogging
Email & Text Message Marketing,
plus List Building
Mobile, Apps, QR, Location
Recap & Integration

85. Email for slides…
jaime@runningrestaurants.co
m

86.  Jaime Oikle
 Email: jaime@runningrestaurants.com

87. How to Reap the Benefits of Positive
Word of Mouth with Yelp
Presented by:
Christina Christian, Yelp

88. Pa
ge
88

89. 1. What is Yelp?
2. How can I optimize my presence on Yelp and attract new customers?
3. What is the best approach when responding to reviews, good and bad?
4. What’s the Secret to a Strong Reputation on Yelp?

92. To connect people with
great local businesses.

93. What is Yelp?
Yelp Confidential

94. Since Day 1, our focus has always
been on creating a community of
Yelp Users
Yelp isn’t a bulletin board or
drive-by review site

95. All businesses are equal in this regard.
(Advertisers & non-advertisers treated equally; filtered reviews viewable.)

96. “Yelp runs its
reviews through an
anti-fraud filter, with
impressive results;
every fake review the
Texan bought was
flagged by Yelp’s
algorithms, though
his fraudulent
reviews remain up on
the seven other
sites.”

97. $864

98. • 53% of Yelp Users are 35+
• 64% of Yelp Consumers make
100K or more/year
(Writer Data Source: Yelp Signups; Reader Data Source: Quantcast.com, November 2011)

99. Log in here
Claim your page here

103. Pa
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105. Yelp Confidential

108. Distribution of All Reviews
Negative reviews play an important role too
• A variety of experiences are consistent with real life
• You can’t please 100% of your customers 100% of the time

109. If a yelper mentions “good” customer service in a review, they are over 5
times as likely to give a 5 star review rather than a 1 star.
Similarly, nearly 70% of “bad” customer service experiences are given a 1
star review and less than 5% are given 5 a star review.
Source: Based on Yelp reviews as of April 2012, excluding reviews that were filtered or removed.

110. Yelp Confidential

111. Generating Yelp Content
Provide Great Service! Check Ins: Homepage Reminder
Update Your Email Signature In-Office & Newsletter Marketing
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112. Video Player and
Photo Slideshow
Removal of Competitor‟s Ads

114. 1. What is Yelp?
Yelp connects consumers to great local businesses.
2. How can I optimize my presence on Yelp and attract new customers?
Start using Yelp’s FREE tools today (biz.yelp.com). Your business page
will look better, and this can help attract new customers.
3. What is the best approach when responding to reviews, good or bad?
Remember: respond diplomatically to reviews and don’t forget to
thank your customers for taking the time to share their experience on
Yelp.
4. What’s the Secret to a Strong Reputation on Yelp?
The most successful businesses focus on providing great customer
service, not soliciting reviews. Word of mouth will take care of itself.

115. biz.yelp.com
www.yelp.com/contact

116. Pa
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117. How the ORA Can Help Promote Your Business
Presented by:
Jarrod Clabaugh
ORA Director of Communications

118. Special Holiday Promotions:
Submit your Thanksgiving promo:
http://bit.ly/U2eA3y
Submit company press releases:
communications@ohiorestaurant.org

119. “Like” us on Facebook:
https://www.facebook.com/OhioRestaurantAssociation
Follow us on Twitter:
https://twitter.com/OhioRestaurant

120. Social Media at Jeni’s Splendid Ice Creams
Presented by:
Charley Bauer, Jeni’s

121. Charly Bauer
@CharlyAtJenis

122. 1. Why you need Social Media.
2. What will be your return on investment, ROI.
3. Where to spend limited resources?

123. what you learn today will work for you IF.....
you make the best ice cream in the world.

124. http://www.qsrweb
.com/blog/873
7/Restaurant-
Social-Media-
Top-10-
Infographic

126. Increase awareness and understanding of our
brand—with a focus on driving sales at:
1. our retail partners
2. our shops and online

130. Tumblr

136. http://www.youtube.com/watch?v=ZUl0ZQC6HV8&feature=related

137. Mostly in the Cloud
Google Apps Not Microsoft
Gmail based email...

142. Camp What-A-Wonder Campfire Cooking Chat
5-6 groups participated at any time
http://www.youtube.com/watch?v=B5ctne8vY7w

146. Infographic from
Word of Mouth
Marketing
Association

147. 12 – 1 p.m. Networking Lunch
 Visit Each Strategic Partner
 Network with Your Peers
1 p.m. Raffle Drawings

148.  Please Complete a Session Evaluation
 Save the Date! NAPICS, Feb. 17-18, 2013
THANK YOU!