1. Demystifying Online Marketing & Social Media:
Making the Internet Work for Restaurants
November 9, 2012
Sponsored by:
www.enjoyalocal.com Nhat Pham
Facebook.com/enjoyalocal @NhatPham
Speaker| Author
Social Media Strategist
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2. Clear Card
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4. King Kut Promotion
 Item: 8oz. CAB Fillet of Sirloin
($4.50 cost per)
Marketing Package provided, including
Table Tents and Posters (no charge)
 45 restaurants participated
 They sold 7,000+ steaks in 90 days!
 From 1 participating restaurant:
“My customer base has grown, and
my wait staff is making more
money. This is a great promo.” 4
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5. Boneless Goes Bottomless Promo (Current)
•Started October 15
•You can sign up on
www.enjoyalocal.com
•You decide which
night of the week you
would like to run it
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6. Boneless Goes Bottomless
SUCCESS Tips:
• Replenish basket
of wings with a
serving of fries on
the house
• Charge for
dipping sauces
Members of the Enjoyalocal team at the • Sell beer
PFG Holiday Food Show in October
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7. On to Social Media!
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8. Timeline
 History
 Facebook
 Twitter
 Google
 Mobile
 Next Steps
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9. 10 Steps To Maximizing Facebook [1-5]
1. Optimize your Facebook PROFILE.
2. Choose your core MESSAGE.
3. Create and optimize a Facebook Fan PAGE.
4. Add friends STRATEGICALLY over time.
5. Think RELATIONSHIPS first, business
second.
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10. 10 Steps To Maximizing Facebook[5-10]
6. Consistently engage in activities that create
viral visibility.
7. Promote your Facebook Profile/Page outside
of Facebook.
8. Run tests with Facebook SOCIAL ADS.
9. Limit your time and DELEGATE some tasks.
10. Include Facebook as part of your overall
marketing PLAN.
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11. Step #1: Optimize Your Facebook Profile
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12. Step #2: Choose Your Core Message
 Establish yourself as a thought leader
 Further your brand
 Relevance
 Consistency
 Focus
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13. Step #3: Create a Facebook Fan Page
Why Have a Fan Page?
 SEO!
 Unlimited fans
 Facebook encourages activity here
 Add rich media
 Welcome Page!
 Add an opt-in box
 Apps
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14. Step #4: Add Friends, Fans & Likes
 Current friend limit = 5,000
 Tipping point = 500-1000
 Be strategic!
 Have a friending policy.
 Drive incoming.
 Be Strategic
 Be Social
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15. Step #6: Create Viral Visibility
 Status Update
 Photos
 Videos
 Wall posts
Tagging
 Comments, Like
 Groups
 Events
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16. Step #6: Create viral visibility. [cont’d]
 Extreme Strategic Visibility
 You’re seen EVERYWHERE!
 …in all the right places
 …by all the right people
 …at all the right times
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17. Step #7: Promote Outside of Facebook
 Secure your Vanity URL (username) at
facebook.com/username
 Use Facebook Places
 Regularly let your email list know they can
find you on Facebook.
 Include a link to your Profile/Page on your
email signature file
 Add a Like this Button
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18. Step #8: Run tests with Facebook SOCIAL ADS
 Buy targeted traffic
 Keep them inside Facebook
 Advertise your Fan Page
 Interact with Social Ads as user
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19. Step #10: Include Facebook in your marketing PLAN.
 Facebook is just 1 piece of the marketing pie
 Blog, YouTube, Twitter, LinkedIn, Google,
FourSquare, Yelp, etc.
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20. Other Tools
Twitter
Text Marketing
 Geo-Social
FourSquare
Google Local
 Review Sites
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21. Broadband Mobility – 'Kogi Kulture'.
 The Los Angeles Consumer: “I need my Kogi Korean BBQ fix!!!”
 Kogi Restaurants: “Commercial space in Los Angeles is expensive!”
 Solution: Twitter equipped fleet Kogi trucks!
A phenomenon the LA Times refers to as nothing short of "a
burgeoning cyber-hippie movement affectionately referred to as
'Kogi kulture'.
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22. Naked Pizza
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23. Twitter (Care Marketing)
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24. Twitter (Care Marketing)
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25. Twitter Best Practices
 Listen
 Converse
 Care
 Engage
 Call-to-Actions 25
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26. Text (SMS) Marketing
 Keep it Simple
 Compelling Offer
 Call-to-Action
 Engage them
 Limit text contact
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27. Social Review Sites
 Keep it Simple
 Compelling Offer
 Call-to-Action
 Engage them
 Limit text contact
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28. Google Local
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29. Google Local Best Practices
 Claim your place
 Good Keywords
 Monitor Reviews
 Encourage Reviews
 Google Mobile
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30. Mobile Apps
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31. Step #10: Limit Your Time & DELEGATE some
tasks
 Work with a (proven) strategy.
 Decide how much time you can dedicate.
 You provide the personal touch.
 Use a Dashboard
 Outsource the rest.
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32. In Short…
 Be Strategic
 Be Consistent
 Be… gin
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33. Resources
Books/DVDs
Order at SUCCESSWERKS.com/Products
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35. Contact
Nhat Pham
npham@successwerks.com
804.708.7637
in/NhatPham
/NhatPham
@NhatPham
RoadWarriorShow.com
Mondays 9AM ET
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