getta!Table is the complete online toolkit that lets restaurants turn their Facebook page into a commerce page. The getta!Table guide walk you through all the features of our easy-to-use toolkit from start to finish. Learn how to start selling on Facebook in a matter of minutes!

1. Turns your Facebook page into a commerce page
Restaurant
Marketing
Cookbook
Tuesday, June 12, 12

2. Table
of
Contents
•
Welcome
to
ge+a!Table
•
Why
Use
Facebook?
•
Facebook
Timeline
Best
Prac<ces
•
Four
Keys
to
Restaurant
Facebook
Marke<ng
•
Facebook
Adver<sing
Tips
•
Appendix:
Facebook
Coupon
Case
Studies
Tuesday, June 12, 12

3. Welcome
to
ge*a!Table™
Who
We
Are: The getta!Table™ dining network features
the industry’s best restaurants in Boston, Providence, and
Chicago. Acquire new fans and find loyal customers by
being a part of an exclusive network that diners trust.
Why It’s Important: getta!Table™ lets restaurants optimally
utilize their existing fan base by converting their Facebook
presence into customer acquisition, retention, and sales.
x Why It’s Different: Our business model differs heavily from
the Groupon/LivingSocial model, which leaves restaurants
facing high commissions, poor returns on investment, and
low customer retention rates.
Tuesday, June 12, 12

4. Welcome
to
getta!Table™
Sell
E-­‐Cards
to
Your
Fans!
Ø Sell
e-­‐Cards,
including
e-­‐Gift
Cards,
directly
from
your
Facebook
page.
Ø Point
consumers
from
your
website
or
from
your
restaurant
to
your
Facebook
page
to
buy
their
e-­‐Card
including
e-­‐Gift
Cards.
Ø Acquire
fans
and
capture
emails
while
selling
e-­‐Cards.
Ø No
transaction
charges
or
hidden
fees.
Tuesday, June 12, 12

5. Welcome
to
getta!Table™
Gain Fans with Coupons!
Ø Offer
coupons
for
free
items
such
as
dessert,
2-­‐1
entrees,
or
free
drink.
Ø Allows
for
rapid
fan
acquisiCon
and
are
the
main
mechanism
through
which
restaurant
offers
go
viral.
Ø Free
items
on
coupons
oFen
generate
more
traffic
than
equivalent
discounts.
Ø Coupons
drive
website
and
Facebook
views
and
likes.
Ø Capture
fans
and
emails.
Tuesday, June 12, 12

6. Welcome
to
getta!Table™
Promote Special Events & Offers!
Ø Compose
exclusive
offers
that
you
can
schedule
in
advance.
Ø Presell
seats
for
special
events
and
occasions.
Ø Post
promoConal
deals
that
require
fan
likes
or
other
fan
acCvaCon
experiences.
Ø Offer
deals
on
food
items
for
which
you
completely
manage
quanCty,
valid
dates,
and
discount
amounts.
Tuesday, June 12, 12

7. Welcome
to
ge4a!Table™
Key
Takeaways:
Ø Marke8ng
Engine:
Restaurants
have
100%
control
over
offer
management.
No
commission
fees
or
outrageously
high-­‐risk
deals.
Ø Commerce
Engine:
Checkout
happens
directly
on
the
merchant’s
Facebook
page.
Fans
never
have
to
leave
the
page.
All
money
from
purchases
goes
directly
into
merchant
bank
accounts.
Ø Customer
Management
Tool:
Provide
coupons,
eCards,
and
offers
to
your
fans
and
acquire
more
fans
and
email
addresses.
Ø Data
Engine:
Acquire
email
addresses
and
other
info
about
fans
and
friends
of
fans
via
OpenSocial
Graph
hooks
that
also
promote
viral
sharing.
Ø Technology-­‐Friendly
Engine:
InstallaCon
takes
<5
min.
With
cloud
redempCon
capabiliCes
and
social
media
links
for
offer
promoCon.
Tuesday, June 12, 12

8. Why
Use
Facebook?
Fans
spend
more
,me
on
Facebook
than
on
almost
any
other
online
site:
The
same
people
who
eat
in
your
restaurants
are
spending
8
hours
per
week
on
the
site.
Approximately
53%
of
the
people
who
use
Facebook
always
have
it
open.
Most
people
make
restaurant
plans
6
hours
before
they
walk
into
a
restaurant:
Facebook
is
the
perfect
plaSorm
for
informing
fans
of
offers
that
fill
a
need
–
filling
seats
on
a
slow
Tuesday
evening,
leXng
fans
know
that
3
tables
just
turned
up
on
an
otherwise
packed
Saturday,
etc.
The
most
common
way
that
people
find
out
about
restaurants
is
from
their
friends
and
friends
of
friends:
Facebook
is
the
perfect
medium
for
word-­‐of-­‐mouth
referrals
and
direc<ng
those
referrals
to
appropriate
merchants.
Tuesday, June 12, 12

9. Why
Use
Facebook?
Facebook
recently
changed
page
views
to
reflect
the
new
Timeline
design.
• The
“Timeline”
acts
like
a
consolidated,
real-­‐<me
website
for
your
business,
showing
all
of
your
relevant
informa<on
and
content
up
front.
• Through
Facebook
insights,
restaurants
are
easily
able
to
analyze
their
fan
base
by
gender,
age,
loca<on,
and
a
host
of
other
variables.
They
can
also
closely
monitor
the
performance
of
specific
posts
and
offers.
• Through
Facebook
adver<sing,
restaurants
can
target
users
by
interests,
age,
geography,
educa<on,
and
many
other
filters
in
a
cost-­‐efficient
fashion.
Tuesday, June 12, 12

10. Timeline Best Practices
• Prepare
a
cover
photo
850px
x
315px.
Avoid
low
resoluCon
images
or
images
with
blue
backgrounds.
• Choose
a
profile
photo
180px
x
180px;
a
logo
is
recommended.
• Ensure
that
the
Daily
Offers
app
is
within
view
for
fans
to
easily
see
it.
Swap
the
app
order
as
needed.
• Use
Facebook
Milestones
to
announce
important
events
for
your
brand,
such
as
"10K
Pizzas
Sold!”
Use
high-­‐resoluCon
photos
to
avoid
a
pixelated
feel,
since
the
photos
will
be
displayed
as
843px
x
403px.
• Highlight
important
posts
by
pinning
them
to
the
top
of
the
Cmeline.
Pinning
a
special
offer
to
the
top
of
the
Cmeline
ensures
maximum
exposure
of
the
offer.
There
is
a
7-­‐day
pinned
post
limit.
Tuesday, June 12, 12

11. Four
Keys
to
Restaurant
Marke<ng
Acquire
Fans Ac8vate
Fans Convert
Fans
Keep
Fans
Loyal
Overview:
Use
the
coupon,
offers,
and
eCard
func<onality
of
the
ge+a!Table™
so_ware
toolkit
to
manage
your
best
customers.
To
best
grow
and
leverage
your
Facebook
fan
base,
we
recommend
following
the
four
keys
to
restaurant
Facebook
marke<ng:
Key
#1:
Acquire
a
geo-­‐targeted
fan
base.
Key
#2:
Ac<vate
fans
by
giving
them
a
reason
to
go
to
your
page
or
restaurant.
Key
#3:
Convert
a
new
fan
into
a
returning
customer.
Key
#4:
Turn
a
returning
customer
into
a
loyal
fan
and
brand
advocate.
Tuesday, June 12, 12

12. Four
Keys
to
Restaurant
Marke<ng
Acquire
Fans Ac8vate
Fans Convert
Fans
Keep
Fans
Loyal
Acquire
Fans
•
Create
a
coupon
featuring
a
deal
that
is
compelling,
clear
in
its
restric8ons,
and
is
easily
a4ainable.
•Next,
create
a
centralized
social
media
campaign
for
the
coupon:
Broadcast
the
offer
on
Twi*er.
Use
a
pinned
post
to
feature
the
offer
on
your
Cmeline.
Create
a
Facebook
ad
that
links
directly
to
your
offer
and
targets
potenCal
new
fans.
•
Spend
a
li4le
8me
each
day
socializing:
Interact
on
the
fan
pages
of
foodies,
mothers
with
food
blogs,
and
any
public
page
that
you
would
expect
your
target
audience
to
visit.
Tuesday, June 12, 12

13. Four
Keys
to
Restaurant
Marke<ng
Acquire
Fans Ac8vate
Fans Convert
Fans
Keep
Fans
Loyal
Ac8vate
Fans
•
Engage
fans
daily
by
asking
ques<ons,
holding
contests,
and
pos<ng
pictures.
A
4:1
ra<o
of
engaging
posts
to
self-­‐promo<onal
posts
is
recommended.
•
Cra_
coupons
and
offers
that
encourage
social
sharing
and
discovery,
e.g.
bring
a
friend
to
dinner
and
get
20%
off
on
a
$50
meal,
the
first
100
Facebook
fans
who
share
this
offer
on
Facebook
get
a
free
appe<zer
with
purchase
of
an
entrée,
etc.
•
Post
pictures
or
videos
of
your
food
or
restaurant
on
your
<meline.
Tuesday, June 12, 12

14. Four
Keys
to
Restaurant
Marke<ng
Acquire
Fans Ac8vate
Fans Convert
Fans
Keep
Fans
Loyal
Convert
Fans
•
Cra_
and
announce
new
deals
at
least
bi-­‐weekly
to
convert
fans
into
returning
customers.
This
ensures
that
they
have
a
reason
to
regularly
return
to
your
page.
•
Upsell.
Incen<vize
fans
with
new
menu
items,
e.g.
a
free
dessert
when
you
try
our
new
entrée
through
deals
and
offers
that
you
control.
•
Hold
contests
that
reward
your
fans
for
interac<on.
For
example,
offer
a
free
dinner
to
one
lucky
fan
who
likes
a
post
or
to
one
fan
who
comments
about
their
favorite
menu
item.
Tuesday, June 12, 12

15. Four
Keys
to
Restaurant
Marke<ng
Acquire
Fans Ac8vate
Fans Convert
Fans
Keep
Fans
Loyal
Keep
Fans
Loyal
•
The eCard is the perfect mechanism for
rewarding loyalty in your fans.
• Brand
the
eCard,
e.g.
“Abigail’s
A-­‐list
Card.”
to
fit
your
needs.
•
Assign
tangible
benefits
that
reward
loyalty,
e.g.
for
$10
a
year,
get
a
table
with
no
wait
any
day
of
the
week,
or
for
$25
a
year,
get
10%
off
your
bill
every
3
months
Tuesday, June 12, 12

16. Facebook
Advertising
Tips
• Specify
your
precise
goals,
e.g.
driving
“likes”
to
your
Examples:
fan
page
or
driving
a
targeted
audience
to
an
offer.
• Use
images
featuring
a+rac<ve
individuals,
happy
people
ea<ng
food,
and
pictures
of
food.
Use
images
that
are
140px
x
100px
to
minimize
the
white
space
between
images
and
copy.
Avoid
blue
backgrounds
in
the
image.
Images
with
bright
colors
such
as
red,
orange,
green,
and
yellow
tend
to
catch
the
eyes
be+er.
• The
copy
should
emphasize
key
words
such
as
FREE
or
$10
OFF
or
LIKE
OUR
PAGE
by
using
all
caps
and
must
have
a
strong
call-­‐to-­‐ac<on.
Do
not
use
all
caps
more
than
3-­‐4
<mes
in
a
single
copy.
• The
landing
page
must
clearly
indicate
how
to
accomplish
your
specific
goals.
Tuesday, June 12, 12

17. You’re
Ready
to
Sell!
Build and manage a Use Facebook data for
loyal following better offer targeting
Increase and monetize
your Facebook fan base
Tuesday, June 12, 12

18. More restaurants, better offers, only on Facebook
For any questions/concerns or to
submit a tip for our marketing guide,
email: Jason@gettatable.com
gettaTable.com
Facebook.com/gettaTable
Tuesday, June 12, 12

19. Facebook Coupon Case Studies
• Campaign:
Einstein
Bros.
Bagels
offered
a
free
Bagel
and
Schmear
coupon
exclusively
on
Facebook
in
January
2010.
•
Objec8ves:
Drive
In-­‐store
traffic.
Acquire
Facebook
fans
for
the
company.
•
Tac8cs:
Had
a
week
“so_-­‐launch”
before
running
a
large
adver<sing
campaign
called
reach
block
adver<sing.
Then
ran
a
reach
block
which
guaranteed
that
100%
of
a
targeted
demographic
saw
an
ad.
•
Results:
The
fan
base
grew
from
4,700
fans
before
the
coupon
to
36,000
fans
a_er
a
week
without
using
large-­‐scale
adver<sing.
A_er
they
used
a
reach
block,
they
grew
to
over
400,000
fans
in
a
month’s
<me.
Tuesday, June 12, 12

20. Facebook Coupon Case Studies
• Campaign:
P.F.
Chang’s
launched
a
free
le+uce
wrap
coupon
in
July,
2011.
•Objec8ves:
Drive
in-­‐store
traffic.
Acquire
Facebook
fans
for
the
company.
•Tac8cs:
Posted
about
the
offer
on
their
wall
a
total
of
15
<mes
during
the
month
of
July.
P.F.
Chang’s
also
built
a
Facebook
tab
as
a
landing
page
for
adver<sing.
•Results:
P.F.
Chang
restaurants
brought
in
50,000+
guests,
40%
of
them
new
customers,
during
the
campaign.
The
restaurant
chain
doubled
the
fan
base
to
420,000
three
months
a_er
the
one-­‐month
campaign
began.
Tuesday, June 12, 12