This document provides an overview of digital marketing strategies for restaurants. It discusses 8 key technologies that influence customer choices: websites, social media, review sites, Wi-Fi availability, online ordering, online reservations, mobile apps, and geo-location services. Specific social media strategies are also outlined, including using blogs, Facebook pages, and Twitter. The document provides best practices for using these platforms and increasing followers. Overall, the document emphasizes using digital technologies and social media to promote the restaurant, engage customers, and drive business.

1. Let’s Get Digital!
Homer “Homerun” Nievera
Maximizing Digital Marketing
for Your Restaurant Business

2. What you will learn…
• Key digital technologies that
should be used to launch a digital
marketing campaign.
• Simple social media techniques
that you can use now.

3. Do you have online presence?
Website?
Blog?
Facebook Page?
Twitter Account?
Multiply Store?

4. 8 Marketing Technologies
that Affect Customer
Restaurant Choices

5. Tech #1: Website
• First line of offense
• The “Face” of the establishment
• Directions, menu, promos, etc.

6. Tech #2: Social Media
• User-generated content – buzz around
the net
• Customers rely on what others say
rather than biased ads
• Word-of-Mouth: Facebook, Twitter

7. Tech #3: Review Sites/Blogs
• Online “Review Card”
• May be blogs from food bloggers
• Yelp.com

8. Tech #4: Wi-Fi Availability
• Brings more people in the door,
though not necessarily ups revenues
• Availability of free Wi-Fi affects venue
choice for 64%* of customers
• Make sure: get password from cashier
*In-Stat, September 2010

9. Tech #5: Online Ordering
• For those that offer carry-out or
delivery: order accuracy
• Best way to create a database

10. Tech #6: Online Reservations
• Offers convenience: Online/Mobile
• Accuracy of orders

11. Tech #7: Mobile App/s
• An “App” for everything: reservations,
finding restaurants, counting calories,
ordering online or choosing the right
wine for a meal, etc.
• Speed and convenience is key today
• 20%* Smartphone penetration in PH
*Acer study, 2011

12. Tech #8: Geo-Location Services
• “Check-in” [Facebook, Foursquare]
• Friends can make plans/Meet-up
• Viral branding

13. A QUICK LOOK AT SOCIAL MEDIA
Blogs
Facebook Page
Twitter Account

14. BLOGGING STRATEGY 101

15. Strat #1: Familiarize yourself
with blogging and consumer-
generated media
• Many novice bloggers confuse
corporate blogging with PR and
advertising [non-promotional]
• Blogging culture is about real people
sharing their personal experiences and
insights, and engaging others in
thoughtful conversation.

16. Strat #2: Determine whether a
blog is right for your company
• Conduct an assessment of your
restaurant's goals and PR strategy
• Will a blog help you meet your
marketing goals?
- Higher SEO rankings,
- More press coverage
- Demonstrating leadership and
innovation in your industry

17. Strat #3: Develop a content
strategy
• Overall PR and SEO strategies and
your business goals.
• Your objective is to develop content
that draws an audience.
• Build your brand, demonstrating
expertise in your field and highlighting
innovations initiated by your company

18. Strat #4: Identify the best
person to write your blog
• In-house or Outsource?
• A voice that your customers will trust
and relate to
• Personality and writing ability

19. Strat #5: Choose an appropriate
publishing platform
• In-house or Outsourced?
• Integrated in your current website?
• Use: Blogger, Wordpress, etc.

20. Strat #6: Optimize your blog
content for search engines
• Conduct keyword research to identify
your top phrases
• Emphasize your top terms within each
post's title, body, categories and tag

21. Strat #7: Initiate an honest
conversation with your audience
• Dialogue and interaction are
fundamental to successful blogging
• Studies indicate that customers often
ignore advertising, but increasingly
rely on word-of-mouth
recommendations for making
purchasing decisions.

22. Strat #8: Monitor the
blogosphere for relevant news
and ideas
• Connect with other thought leaders in
the blogosphere
• Bringing relevant content to a
conversation and demonstrating
authority on relevant subject matter
raises a blogger's credibility and
notoriety.

23. Strat #9: Write often, stay
focused, and include relevant
links to increase readership
• Research indicates that publishing
frequency influences blog traffic
• Post more frequently and you will
garner more readers
• Use RSS feeds

24. Strat #10: Set a blogging policy
and blogging guidelines
• Setting rules and expectations will
help you avoid bad publicity and
protect your credibility.
• Taking the time to think about every
post before you publish will save you
embarrassment and public criticism.
*Source: http://www.scoutblogging.com/blogs101.html

25. 5 Reasons Why You Should Be on
And why it’s beyond the “Likes”

26. Reason #1: Facebook fans
become restaurant customers
• The most obvious reason why use
Facebook
• Educate >> Inform >> Market >>
Customers
• 51%* of consumers said they are
more likely to buy a product since
becoming a fan on Facebook
*Constant Contact and research firm Chadwick Martin
Bailey

27. Reason #2: Online consumers
will talk you up
• An average Facebook user has 130
friends and likes 80 pages
• 56%* of consumers say that they are
more likely to recommend a brand
after becoming a fan (“Like”)
• Each week on Facebook more than 3.5
billion pieces of content are shared
*Constant Contact and research firm Chadwick Martin
Bailey

28. Reason #3: Your coupons or
deals reach a wider audience
• Offer a digital coupon for a free food
or beverage item when someone
“Likes” your Facebook page.
• Study* shows that 57% of consumers
become fans of brands or businesses
for this reason.
*Constant Contact and research firm Chadwick Martin
Bailey

29. Reason #4: People want to
know you better
• Be transparent: the “Face” beyond the
Brand.
- Photo of the chef with famous
dessert
- Try new cocktail, get their feedback
• Types of offers that can make
customers feel more personally
connected to your brand.

30. Reason #5: Better results from
marketing
• Localized FB tools
- Sponsored and Like Ads
- Create, Test, Know Performance
• Age, gender, location, interests

32. 177 Shares
179 Comments
2,788 Likes

33. “Put onions…”
“Put chili…”
“[Sandwiches] do not look like this [pic]…”
“No Wendy’s near my place…”

34. 13 Best Practices
for Your Restaurant

35. Best Practice #1: Be Transparent
• Don’t delete negative comments, unless
they were “below-the-belt”
• Remember, each FB member has an
average of 130 friends

36. Best Practice #2: Respond
• Respond in a timely manner
• Be engaged

37. Best Practice #3: Educate Your
Fans
• How-to’s
• A way to showcase your food and how it’s
prepared, etc.

38. Best Practice #4: Show Off Your
Goods
• Who takes photos of their food and share it
on their FB or Instagram?
• Be appetizing. Be artful.

39. Best Practice #5: Don’t Just Sell
— Be Interesting
• You don’t have to do the hard sell on
Facebook.
• You may integrate videos to your posts.

40. Best Practice #6: Share Your
Press
• You’ve worked hard to get good reviews
and spur people to write blog posts about
your food. Go ahead and share it with the
world.

41. Best Practice #7: Flaunt Your
Social and Digital Savvy
• A small percentage of restaurants are on
social platforms and seeing success.
• Let them know you are where they are.

42. Best Practice #8: Be Consistent
Online and Offline
• Whatever you say online, should be the
same offline when they go to any branch.
• Get a professional person or team to handle
your FB account. It could be YOU.

43. Best Practice #9: Don’t Give
Away Too Much
• One-time deals or promos are ok to
increase Likes, but there’s a limit.
• Experiment with different times and codes
to discover when people are more inclined
to be driven to your store by social media.

44. Best Practice #10: Be Charming
• Be human. Let them know there’s someone
genuine behind the page.

45. Best Practice #11: Respect and
Appreciate Your Team
• Involve the team
• Any negative comments about your team
may be taken out. Just let your customer
know this and why.

46. Best Practice #12: Target
Consumers With Facebook Ads
• In the U.S., you can target using Zip Codes
• In PH, age, gender, location and interests
are ok

47. Best Practice #13: Facebook Is
Not Twitter
• Twitter followers don’t normally want you
to lead them to FB. They are separate.
• You tend to take away the incentive to have
2 separate followers.

49. 9 Sure-Fire Ways
to Increase Twitter Followers

50. #1: Send traffic to your
Twitter profile
• Twitter is a microblog.
• Insert your blog’s link here and there in the
form of comments on other blogs, by
inserting your link to high page rank
websites.

51. #2: Use ‘Tweet This’ button
• It’s simple viral article marketing.

52. #3: First impression is the last
impression
• Treat each tweet as if you have new
• If you are tweeting anything like what you
ate today or you are going to party today
then try to write at least one nice tweet for
your new visitors.

53. #4: Have a custom background
• Professional looking backgrounds attract lot
of visitors. This will show that you are a
professional and chances are there, a visitor
to your profile may turn into your follower.

54. #5: Follow and UnFollow
regularly
• Follow people you target for your
restaurant.
• Follow those who follow you. Unfollow
those who don’t.

55. #6: Bloggers must follow their
niche
• If you have a blog, follow those with the
same niche.
• Your profile shall be able to display tweets
that matter to your niche.

56. #7: Tweet less than 140
characters
• Tweets should be less than 140 characters.
• They can easily ReTweet your tweet.
Because some one will retweet your tweet
then “RT” will be added in your tweet.

57. #8: Conduct Twitter contests
• On your blog you may conduct a twitter
contest to follow your profile.
• You should give attractive prizes to attract
lot of visitors.
• If they will like your contest then they will
definitely follow and retweet your profile.

58. #9: Participate in contests
• Twitter contests are easy way to win
goodies and people like to participate in
them.
• Not only, do you get a chance to get
promoted on a site but also get some
quality followers.
• All the groups of people who are into the
contest may be willing to follow you.

59. Hoteliers’ Guide to
Social Media
Get 2 FREE eBooks!
The Restaurant’s Guide to
Digital Marketing

60. Register Now!
http://foodfindsasia.negosentro.n
et

61. Follow Me on
Twitter
@bnievera
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62. iam@homernievera.com
More questions?

63. I never
dreamed
of success.
I worked
for it.
Parting Shot