The document provides information about digital marketing strategies for restaurants. It discusses targeting millennial customers through social media platforms like Facebook, Instagram, and Twitter. It emphasizes using engaging content like videos and photos to build an online audience and drive offline sales. The document also outlines best practices for setting up an e-commerce site to enable online ordering and payments.

2. About Homer
Digital Marketer & Growth Hacker
- Link online-offline campaigns to ROI
- Manage social media & ecommerce campaigns
- Build online buzz and reputation
- Boost milestones (Likes, Followers, etc.)
- Create “trending” campaigns

3. About Homer
Serial Digital Entrepreneur
- Flip business models
- Identify and create multiple revenue streams
- Build and sell tech businesses

4. Is digital media
important for
Restaupreneurs?
QUICK SURVEY

5. PH INTERNET STATS
• 40M internet users in
2014 (22y.o. median age)
• 84% internet penetration
Sources: Google Mobile Report, Komli SEA (Facebook & Twitter reps), DigitalMoz, Zinnov

6. Some activities you’ll do in Digi Marketing:
 Display Advertising
 Email Marketing
 Pay-Per-Click Advertising (PPC)
 Online Public Relations
 Search Engine Optimization (SEO)
 Affiliate Marketing
 Social Media Marketing (SMM)
 Viral Content Campaigns
 Conversion Rate Optimization (CRO)
 Blogging
 Microblogging
 Blogger outreach
 Video marketing
 Local search marketing
 Mobile marketing
 Deal/offer sites
 Corporate web site
 Free content (eBooks, white papers).
 Online communities/forums -
 Webinars
 Podcasts

7. 3 Questions:
 Is having a Website enough for your
brand’s digital presence?
 Is doing Facebook sufficient?
 What are the best cost-effective
digital strategies that can be done
almost immediately?

8. Where
do I
start?

9. KNOW YOUR BIGGEST TARGET
Millennial Generation: Born 1980-2005 (10-35yo)

10. The Millennials
 Less attention span but attention-seeking
 Multi-screen, multi-taskers
 Demanding but no absolute loyalty to brands
 Keen on privacy but share stuff on social
media

11. PH STATS ON MILLENNIALS
In a 5-hour span:
 99 minutes spent on TV
 143 minutes spent on laptops
 174 minutes spent on
smartphones
 110 minutes spent on
tables/phablets
 Multi-device users
Sources: Google Mobile Report, Komli SEA (Facebook & Twitter reps), DigitalMoz, Zinnov

12. Yesterday: Tri-Media
TV
Radio
Print

13. Today: All-Media

14. Today’s Reality: The Internet of Things

15. WHAT’S THEIR FAVE PAST TIME?

16. Everybody Shares Content
POSTS, ARTICLES, VIDEOS, PHOTOS, CONTESTS, ETC.

17. Content Marketing means creating
and sharing valuable free content to
attract and convert prospects into
customers, and customers into repeat
buyers.

18. You’re educating people so that they
know, like, and trust you enough to do
business with you.

19. Some Suggestions
 Post company updates
 Share industry news and developments
 Ask questions
 Hold contests or have shareable coupons or giveaways
 Produce shareable videos (fun, “tagos sa puso,” info, etc.)

20. Types Of Content Brands Develop For
Social Media [CHART]
Source: Ipsos OTX
Posts, Videos and Contests as social media content brings
most success to campaigns.

21. Videos are fast becoming content staples
 Nearly half of executives managing restaurants
worldwide said they use YouTube for their
marketing campaigns.
 Viral Videos from 6 seconds (Vine) to 15 seconds
(Instagram) are fast becoming tactical marketing
favorites
Source: Hospitality Technology 2013

22. Today, blogs and videos are back at the
center of digital marketing.

23. Blogazines are now becoming the new
trend to hold rich niche content

24. Bake & Brew
 Small community coffee shop
 Non-main road location
 Used initially Facebook for awareness
among local village groups
Was featured in FoodFindsAsia.com

25. Bake & Brew Cafe
Got 3,000+ hits and had
1,000+ actual in-store visits
by “Metro Southerners” in 2
months
Increased orders of
personalized cakes by 300%
Not bad for a community
café that is less than a year
old.

26. Content Marketing
Everyone
Has a
Unique
Story…
What’s Yours?

27. HOW/WHERE DO YOU SHARE CONTENT?
SOCIAL
MEDIA

28. PH SOCIAL MEDIA STATS
4 hours per
day spent on
social media
as a whole
Sources: Komli SEA (Facebook & Twitter reps)

29. The Business of Facebook Likes

30. PH FACEBOOK STATS
35M are on Facebook:
286 ave. friends per FB user
52% Female, 48% Male
1B photos uploaded per year
937M comments per year
115M status updates per year
Sources: Komli SEA (Facebook & Twitter reps)

31. 14-20% of Promos or Offers shared via
Social Media are redeemed by
customers.

32. FB Marketing Quick Tips
 Have an FB Page (not just an account)
 Maximize use of Photos: cover image, profile, posts
 Use videos – short ones, those with stories
 Exclusive offers, contests, customers sharing stuff
 FB apps, “Promote This,” “Boost This”
 Buy ads, Boost Likes

34. Instagram Marketing

35. PH IG STATS
7M Instagram users
- 70% F | 20% M | 10% LGBT
- 88% under 35y.o.
- 76% income earners
- 16% students
- 60% take a Selfie
- 79% share pics on Twitter
- 75% share pics on Facebook
- 63% follow influencers/bloggers

36. Instagram Marketing Quick Tips
 Trending hashtags #nationalcheesecakeday
 Niche hashtags (geo-based, dish) #pastapizzarock
 Campaign-specific hashtags (contests or group
offer) #donutcoffee4u
 Pics of menus or let your customers post theirs
 Employee appreciation
 Happy customers

37. Twitter Marketing

38. PH TWITTER STATS
10M users on Twitter:
7.4 active users
1B conversations every 2 days

39. Twitter Marketing Quick Tips
 Same hashtags tips as Instagram (or IG)
 Include a link to your menu or offers
 Promote group offers or deals
 Pics of menus or let your customers post theirs
 Time your tweets (breakfast, lunch, dinner)
 Use “Promoted Tweet”

40. Twitter Marketing Quick Tips
Link
Promoted Tweet

41. But are you mobile-ready?

42. Smartphones
today make it
easier and
faster to
share content
2B smartphone users
globally by end of 2015

43. PH SMARTPHONE STATS
•101% mobile phone penetration
• 45% smartphone penetration
• 93% smartphone use while multi-tasking (42% TV)
• 88% of smartphone users research on their phones
• 45% of smartphone users access internet daily
• 77% of smartphone users never leave home w/o it
• 39% would give up their TV for smartphones
• 81% mobile internet users are 18-up (60% are 18-35)
Sources: Google Mobile Report, Komli SEA (Facebook & Twitter reps), Mobile Marketing Association

44. What’s the diff, bro?

45. Appify
From this To this

46. How do you
convert your likes,
followers, or fans
to revenue

47. Activate your digital brand

48. Find ways to connect with your
online audience with offline activities
From online to offline

49. Some Suggestions
 Selfie-Fansign Contest
 Raffle off event tickets (you’re a sponsor)
 Invite followers/fans for a Plant Tour or Store
Visit and they get goodies
 Organize a Grand Meet-up
 On-premise purchases from online triggers

50. Be eCommerce Ready

51. The Simple 4-Step eCommerce Process
Search
Buy
Pay
Ship

52. Do a Google Search on
“McDonalds Philippines”

54. 6 Best Practices for eCommerce Sites
1. Easy and simple to navigate
2. Quality images & good copy
3. Optimized for Search Engines (i.e. Google)
4. Recommended items or promotions
5. Visible contact details & payment options
6. Mobile utility (mobile site/app)

55. GET THIS FREE GUIDE!
facebook.com/HomerNieveraPage
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56. Email: ask@homernievera.com
Consult for free!