In today’s ever changing marketplace, hospitality business operators have another title to add to their resume- Online Marketer. The explosion of social media and online solutions provide a fantastic opportunity for operators to engage their guests and grow loyalty and sales. The list of questions from operators range from “Where do I start?” to “Who and How do I manage this?” and “How can I streamline these efforts?” This informative seminar will take you through the recipe book for success and provide clarity and demonstrate where and how to claim your online presence, how to manage your presence on sites like Facebook, Google and Twitter to maximize your efforts to drive guests into your business, and where and how to track your presence online.

1. Managing Your Online
& Social Media
Marketing
Tuesday, November 15, 2011

2. Agenda
• Marketing’s Evolution
• Online landscape
• Claiming your Online Presence
• Where do I start?
• Managing My Online Marketing
• What should I be doing?
• How do I do it?
• Who should do it?
• How do I keep score?
• Q&A

3. Marketing’s Evolution…
Traditional Online
Marketing Marketing
–SEO / SEM
– Telemarketing
–Permission based Email
– Direct mail –Social Media
– Print ads –RSS Feeds
– TV Commercials –Review sites & Directories
– Radio Ads –Mobile Interaction
– SPAM

4. Consumer Trends
US
consumers
now spend
more hours
online than
watching TV
or any other
leisure
activity

6. Restaurant Survey Findings
• 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.
• Social media monitoring and reputation management is a key
initiative for restaurants in 2011.
• Responding directly to guests and acquiring email addresses
are the two leading objectives for Facebook marketing
• Both Chain and Independent Operators plan to increase social
media activity and spending in 2011 and beyond.

7. Confusing Landscape…where do I start?

8. sm3 Recipe Book
1. Claim your online presence
2. Manage your online presence
3. Build your Email, Facebook, Twitter audience base
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Plan on 4-5 hours a week initially, 2-3 hours a week later on

9. Claim Your Online Sites

10. Verify content and info

11. One Stop Solutions

12. sm3 Recipe Book
1. Claim your online presence
2. Manage your online presence
3. Build your Email, Facebook, Twitter audience base
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Plan on 4-5 hours a week initially, 2-3 hours a week later on

13. Set Up Email Account

14. Launch on Twitter

15. Single Log-In Management Tools

16. Hootsuite Dashboard

17. sm3 Recipe Book
1. Claim your social media sites
2. Manage your online presence
3. Build your Email, Facebook, Twitter audience
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Plan on 4-5 hours a week initially, 2-3 hours a week later on

18. 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
600 Million Active Worldwide Facebook users
20 million people “like” a brand each day!

19. Build Your Email List
• 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

20. Building your Facebook Audience
• Make it easy to find
your page
• Reward for “Likes”
(drives viral)
• Check-in deals
(drives viral)
• Write engaging
posts (drives Likes
and comments)
• 90 day goal: 500
new fans (2000 at
one year)

21. Facebook: 0 to 600 in 3 months!
Challenge: create new Facebook page and
build fans for a small town bar & grill …
promoted via:
• Email campaign to list of ~1,000 members
• QR code on table tents
• Offer: free soft serve ice cream cone for
new Likes
RESULTS
• 600 likes in under 3 months
• Owner excited to jump ahead of local
competitors

22. Building your Twitter Audience
• Promote your Twitter page on Facebook
• Identify local notables, follow then and retweet
their posts
• Create Twitter only offers
• Keep Tweeting! (3-5 per day) to keep high rankings
• List size goals-50% of Facebook fan count

23. sm3 Recipe Book
1. Claim your online presence
2. Manage your online presence
3. Build your Email, Facebook, Twitter audience
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Plan on 4-5 hours a week initially, 2-3 hours a week later on

24. Social= Viral = Word of Mouth
Foursquare
Facebook
• Customer "checks"
• How’s this for a • Tax day fatigue? in with your
tax deduction--- Come in 4/15 for restaurant, finds out
$10.40 off a check of about promotion
take $10.40 off
$20 or more. and this is broadcast
your check, April Restrictions apply.
15th only! Alcohol to their social
Just show your network (Facebook,
& gratuity not Tweet to your Twitter) which in
incl, min purchase server! turn advertises your
of $20 required. venue to his or her
One-time offer. friends, gaining
Email Mention you read
this on
exposure to even
more people.
Facebook! Tweet

25. Elements of a successful program
Mix of 3 elements: Brand, Community,
Loyalty
 18-24 Emails per year
3-4 Loyalty Based
 5-7 Facebook posts per week
 10-20 Twitter posts per week
 80% Content and engagement 20% promotion

26. Case Study
Birthday Promo
• 13,563 members in database
• 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

27. Email plus Social: Customer Appreciation Promo
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…

28. Off Beat is Good
SMOOCH YOUR POOCH
Stop in any Wednesday in April with
your dog to get a free large cheese
pizza.
No Dog? Bring your significant other
pet*
You may be required to kiss that
animal on the lips to prove that
significant other pet is really yours.

29. Twitter Case Study
Grew sales on usually “Lost” Days
Due to inclimate weather by engaging
Guests on Twitter. Gained regional exposure
On local TV and print- priceless

30. Case Study: Bun-ny Hunt
Locate the hidden QR code in-store
And scan for a FREE surprise.
Objectives:
To drive traffic (increase frequency) to locations.
To increase awareness and draw attention to our
Community Wall.
To provide an innovative and fun way for our guests to
interact with the Which Wich brand.
Results:
Open Rate: 36%
Click Thru Rate: 11%
+5.7% Incremental Comp Sales Growth
(over 4 day promotion)

31. sm3 Recipe Book
1. Claim your online presence
2. Manage your online presence
3. Build your Email, Facebook, Twitter audience
4. Plan and execute your daily/weekly/monthly marketing
5. Prepare monthly report card
Plan on 4-5 hours a week initially, 2-3 hours a week later on

32. Sidework Marketing

33. Social Media Monitoring

34. Insights & Analytics
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
Mashable.com: Articles; Helpful Tips; Updates; Trends

35. How To Manage Your Online Marketing Program
• 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
√ Plan for 1 to 2 email promotions per month
√ Engage guests on Facebook, Twitter, Foursquare
√ Respond to guest comments (monitor review sites)
√ Track results, communicate to staff
• Can’t find the time? Hire someone. It’s worth it.

36. Questions?

37. Thank You!
Joe Gabriel
Fishbowl
jgabriel@fishbowl.com
twitter/fishbowljoe
facebook/fishbowljoe
www.fishbowl.com/newjersey