ora restaurant social media summit

WELCOME! Restaurant Social Media Summit: Tips to Getting and Keeping More

Customers

November 5, 2012 9:30 am – 1:00 pm

Welcome and Introductions Speakers ORA Strategic Partners ORA Staff

Agenda Lunch Format and Raffle Prizes Folder Contents Attendee Networking List

Housekeeping

ORA Social Media Summit

45 Marketing Tips in 45 Minutes

Presented by

Jaime Oikle, Running Restaurants.com

ORA Social Media Summit

45 Online Marketing Tips for Restaurants...

Jaime Oikle-- RestaurantWebGuy.com-- RunningRestaurants.com

#1) Prioritizing: Online Marketing Pyramid

Web

SiteEmail Marketing

Text Messaging

Facebook Claim Listings

Mobile Site BloggingTwitter

YouTubeLinkedIn

Location Apps QR codes Social other…Mobile other…

Imp

ort

an

ce

1

2

3

#2) Review Your Website…On a desktop…With different browsers…Laptop…iPad…Smartphone…From Google (places)From Yelp/UrbanspoonFoursquare/CitysearchAnd more…

#3) Have Contact Info on Home & All…

#4) Have Great Photos…

#5) Highlight Your People…

…and look for more great people…

#6) Make Money From Transactions…EventsReservationsOnline OrderingMerchandiseGift Certificates

#7) Make Money From Events/Parties/Catering

#8) Menu Importance on Website

1. A top thing looked at2. Should be done in HTML3. Not with images / flash4. PDF as a backup5. PDF have link back to

site6. Easy to update (CMS)

GET FLASH…

Their main brunch menu page

Menus and Content…

#9) SEO TIPS…Good SEO = top positioning =

increased exposureHave good Page TitlesKeyword usageKeep content freshHave menu in text/htmlDon’t use flashAdd content (more pages)

BlogEmail archiveCoupons / SpecialsChefs / People / Awards

Claim your listings

Page Titles for SEO…

Restaurant nameCity / StateCuisineKeywordsAll pages!

#10) Getting Traffic to Your Site…

In storeMenuHost StandPost CardCheck PresenterBusiness CardsTable Tentsetc.

Email newsletterSocial mediaSEOCross linksGoogle ad wordsFacebook adsClaim listings Have contentKeep at it…

#11) Use Google Analytics…

#12) Types of Email Messages…Brand & Community (12-18)

MarketingContentEventsCharity

Loyalty (2-3)Welcome, birthday, anniversary

Surprise (1-2)Black Friday GC offer…

18 – 24 per year (1-2 per month)

#13) Elements of an Email…Subject LineRestaurant logoBranding

(consistent)Great photo(s)Headline & TaglineBody textReason why bulletsOffer(s)Call to action(s)Content

Event infoSpecialsA “hook”A deadlineEasy to transactTimelyFull contact infoVarious website

linksReservation link…Social media links

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 OfferContent: Steak & Wine

#14) Email Format Ideas…

#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 rateBring others with them!!Celebratory event!Try to uncover b-days!

#16) Calendar Events & Email

Email Subject Line: “REMINDER: Make Your Father's Day & Graduation Reservations Early”

Top of mind awareness!

#17) Promoting @ The Weather

Let them know you’re open!

Show your toughness!

Show there for community!

Charity tie-insBe ready for big

storms…

Promoting @ The Weather

#18) Email Math…

2000 list @ $302 msg/mo = 4000

msg $30/4000 =

$.007525% = 1000 opens1000 opens at

$.03/ea1000 opens = 30

customer groups…Do the math…

#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

Text Case Study: El Chico Cafe1st PromotionBuy 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 Investment2,742% ROI

#20) How to List Build…Staff Table tent / placemats

Menu / check presenter

Bowl / Box / Paper slips

POS receiptsLoyalty ProgramsQR codeWebsite & OnlineE-data..Events & Community

#21) What to Talk About…ICEE (Inspire, Connect,

Entertain, Educate)Go ‘Behind the Scenes’Photos & VideosEvents…New menu items…Promotions…Sweepstakes / ContestRestaurant news…

Kid stuff…Holiday &

seasonal…Sports…GC’s &

merchandise…Catering & Takeout…Party Planning…And more…

#22) Get a Great Cover Photo on FB

Big!ChangeableNo URL’sNo calls to actionNo contact info

Cover Photos…

#23) Pin & Highlight Content on FB

Highlighted Content…

#24) Post Photos on Facebook…

Photo Content…

#25) Claim Your Listings on Review Sites

You’re already there

Take control…Web &

mobile…Decisions

being made!Monitor…

Claim Your Listings: where to go…

Google Places: http:// www.google.com/placesBing Maps: http:// www.bingbusinessportal.comYahoo Local: http:// listings.local.yahoo.comYelp: http://biz.yelp.com/signupUrbanspoon: click “Is this your restaurant”Tripadvisor: click “update business details”Citysearch: http://www.citygridmedia.com/advertise-

locally/Foursquare: https://foursquare.com/business

#26) Know that Mobile is Kicking A**50.4% smartphones in US (Nielsen 3/12)81% browse the Internet77% search68% use an app48% use it to get coupons and vouchers95% use smart phone to look for local information

like pizza places, movie show times77% have contacted a business, with 61% calling

and 59% visiting the local business74% 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.

#27) Get a Mobile Site

Home Page via Mobile

Mobile Optimized…

#28) Mobile Site Elements…

Name & logoLocation (addr, city, state, zip)Hours / Map / DirectionEmail & social linksMenuEventsCoupons/SpecialsReservations, Ordering, GC’sOther…

#29) Know Key Mobile Sites/Apps…

Yelp Search…

Foursquare…

Urbanspoon App…

#30) Try Some Mobile Ads…

“It's not too late to be early with mobile advertising”

#31) Do Takeout? Do Mobile Ordering…

#32) Use QR codes on…Table

tents/posters…Menus…Doors/signage…Print Ads…Postcard…Menu presenterBusiness cardsReceipts…

#33) Link QR codes to…Daily specialsMenusDrinksOrder pagesReservationsNutritional infoEmail or text joinEventsOffers / CouponsVideos / photosSurvey & more…

#34) Think About Getting an App

Icon!NotificationsBetter experienceSelf containedFasterOrderingPull vs. top of mind

#35) Growing Your Twitter Followers…

Ensure Readiness… Website/Email/

FacebookSignage/Table Tents,

etc.Follow…Good PostsRetweet / Reply…Tweetup…Be active & take part

#36) Do a Tweetup…Twitter users eventMeet at restaurantPost text and

photos#hashtagBuzzLarge awarenessFun!

Tweet Case Study: CRAVE

Tweetup: The Results…

#37) Use Tools Like Tweetdeck…

#38) Reasons for Video…

The I’s…ImmersiveImpactfulInexpensiveImmediacy

Sharing & ViralEmbed & cross post

#39) Video Tips…

ShortMovingInformativeEntertainingFocusedBranded

What to do with Video…

Kitchen scene & menuWine & BeerMixologistPrivate Party spaceCatering / ClassesEvents… Customers…Community…

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

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

#40) Blogging for Restaurants

Deeper connection

Tell a storyPersonality

#41) Get on LinkedIn…

Business professionals “Facebook for businesses”

Skews male / older / higher incomeNetworkingConnectionJob Hunting & RecruitingDoing Business!

What to do on LinkedIn…

Complete a good profileBuild your networkJoin & participate in groupsPost updatesParticipate in “Answers”Create Company Page

LinkedIn: Profile…

Full name & photoHeadline (title)Work ExperienceSchoolsWebsite linksGet customized

URLRecommendationsConnect TwitterPublically Available

#42) Location Based Sites

“Check-ins”MobileSmart phonesGPSGameIncentives

#43) Start Playing With Pinterest…Virtual pinboardsSocial sharing: pin,

repin, like, comment, follow

Top 20 site (1.36 MM/day)

68% female 28% $100k+15.8 min/day (FB 12.1

Pinterest: Restaurants to check out…

http://pinterest.com/unclemaddioshttp://pinterest.com/redmangohttp://pinterest.com/tendergreenshttp://pinterest.com/newkscafehttp://pinterest.com/

LevyRestaurantshttp://pinterest.com/swifty711/

#44) Instagram for Restaurants…Mobile AppPhoto filtersGreat retro images!Encourage

customers to post with #hashtags

Like / Comment / Share / Follow

#45) Finding Time For It All…Website: 30 minEmail: 1 hourText:15 minFacebook: 1 hourListings: 1 hourTwitter: 30-60 min

YouTube: 30 min

LinkedIn: 15-20 minBlogging: 30-60 minMobile: 15 minLocation: 20 minApps: 15-20 minQR: 10 minOther: 15-30 minTotal: @ 8 hours

(10-12)

“Successful Online Marketing for Restaurants”

6 sessions + mini classesWebsitesFacebookTwitter, YouTube LinkedIn & BloggingEmail & Text Message Marketing, plus List Building

Mobile, Apps, QR, LocationRecap & Integration

jaime@runningrestaurants.com

Email for slides…

Jaime OikleEmail:

jaime@runningrestaurants.com

How to Reap the Benefits of Positive

Word of Mouth with Yelp

Presented by

Christina Christian, Yelp

ORA Social Media Summit

How the ORA Can Help Promote Your

Business

Presented by

Jarrod Clabaugh, ORA

ORA Social Media Summit

Social Media at Jeni’s Splendid Ice

Creams

Presented by

Charley Bauer, Jeni’s

ORA Social Media Summit

Social Media @ Jeni'sCharly Bauer

@CharlyAtJenis

I think you are here to learn....

1. Why you need Social Media.

2. What will be your return on investment, ROI.

3. Where to spend limited resources?

I guarantee....

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

http://www.qsrweb.com/blog/8737/Restaurant-Social-Media-Top-10-Infographic

Jeni's Social Media Goal

Increase awareness and understanding of ourbrand—with a focus on driving sales at:

1. our retail partners 2. our shops and online

Tumblr

• 2246 user views (how many times your Yelp page was accessed or viewed.)

• 459 user actions (mobile check-ins, mobile calls, user uploaded photos, directions to business, clicks to your website)

Jeni's & Google

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

Jeni's Infrastructure

Mostly in the CloudGoogle Apps Not MicrosoftGmail based email...

Jeni's Hangout

Camp What-A-Wonder Campfire Cooking Chat

5-6 groups participated at any time

http://www.youtube.com/watch?v=B5ctne8vY7w

Infographic from Word of Mouth Marketing Association

12 – 1 pm Networking Lunch

Visit Each Strategic Partner

Network with Your Peers

1 pm Raffle Drawings

ORA Social Media Summit

Please Complete a Session Evaluation

Save the Date! NAPICS, February 17-18

THANK YOU!

ORA Social Media Summit