1. Claiming & Managing Your
Online Experience
Scott Shaw

2. Copy of Presentation
Scott Shaw
scotts@fishbowl.com
www.fishbowl.com/california
Twitter/@fishbowlinc
Facebook/@fishbowlmarketing

3. Agenda
 Historical perpective…what’s this really about?
 Where do I start?
 What do I do?
 How do I manage it?
 How do I keep score?
 Q&A

4. Once upon a time….

5. Marketing Evolution
Old Media New Media
• Telemarketing • SEO / SEM
• Direct mail • Permission based
• Print ads Email
• TV Commercials • Social Media
• Radio Ads • RSS Feeds
• Yellow Pages • Review sites &
Directories
• Mobile Interaction

6. Back to the future!
Technology lets us return to our roots

7. Confusing Landscape…where do I start?

8. Recipe Book 1. Claim your online
presence
2. Set up your messaging
tools & build your
audience base
3. Plan and execute your
daily/weekly/monthly
marketing
4. Listen and Respond to your
guests
5. Keep score

9. Claim Your Online Presence

10. Google…

11. Bing…

12. Yelp…

13. TripAdvisor…

14. Recipe Book 1. Claim your online presence
2. Set up your messaging
tools & build your
audience base
3. Plan and execute your
daily/weekly/monthly
marketing
4. Listen and Respond to your
guests
5. Keep score

15. Facebook…

16. Example of a Bad Facebook Page
• This page has 6,731 fans
with little engagement…
• Not visually exciting –
new Timeline format
designed to make pages
more of a visual
experience
• Post not engaging

17. How to Grow Facebook Fans
PROMOTE your Page on your: Website, Menu, Table Tents, Emails
OFFER an Incentive to LIKE your page
ENGAGE with Fans and posts.
USE Facebook Ads ($$) and Offers ( Free)
STAFF promotion. Get your staff on board and excited about your page
and they educate your guests about the page.

18. Facebook Offers

19. Facebook: 0 to 600 in 3 months!
Challenge: create new Facebook
page and build fans for a small
town bar & grill … promoted via:
 Email campaign to list of
~1,000 members
 QR code on table tents
 Offer: free soft serve ice
cream cone for new Likes
RESULTS
 600 likes in under 3
months
 Owner excited to jump
ahead of local
competitors

20. Twitter…

21. Building your Twitter Audience
• Promote your Twitter page on Facebook
• Identify local notables, follow then and re-
tweet their posts
• Create Twitter only offers
• Use Hash Tags (#) often
• Keep Tweeting! (3-5 per day) to keep high
rankings
• List size goals-50% of Facebook fan count

22. Foursquare… 20M users

23. Foursquare Tips
1. Claim and Maintain Your Page
2. Encourage customers to stop by with a frequently updated page
3. Link your Foursquare page to your Facebook and Twitter page
4. Reward Check-Ins with Specials
5. Foursquare Specials Nearby

24. …and 1 more biggie
What is the one thing you need to…
– Make an online reservation?
– Set up a Facebook,
Foursquare or Twitter
account?
– Write a review on Yelp?
– Place an online order?

25. An Email Address!

26. Big Today
Source: Visible Gains
26

27. Growing Bigger
27

28. How guests want to hear from you

29. And how they share…
Mobile
Devices
New
Media
Marketing
Social
Email
Media
#1 choice for ages
25 to 65+

30. Set Up Your Email Account

31. Build Your Email List
• In Store
• Paper Sign Up Slips
• Staff Engagement & Incentives
• POP
• To-Go Bags
• Window Clings
• Placemats
• Staff Buttons
• Online
• Website Join Form
• Social Media Sites
• Contests/Sweepstakes
• Forward to a Friend
• Online Reservations & Ordering
• Other Sources
• Public & Charity Events
• Mobile Phone

32. Recipe Book 1. Claim your online presence
2. Set up your messaging
tools & build your
audience base
3. Plan and execute your
daily/weekly/monthly
marketing
4. Listen and Respond to your
guests
5. Keep score

33. Elements of a successful program
Mix of 3 elements: Brand,
Community, Loyalty
 18-24 Emails per year
3-4 Loyalty Based
 5-7 Facebook posts per week
 10-20 Twitter posts per week
 80% Content and engagement
20% promotion

34. Use all your tools…together
Foursquare
Facebook
• Customer "checks"
• Tax day fatigue? in with your
• How’s this for a Come in 4/15 for restaurant, finds
tax deduction--- $10.40 off a check out about
take $10.40 off of $20 or more. promotion and
your check, April Restrictions apply. this is broadcast to
15th only! Alcohol Just show your their social
& gratuity not incl, Tweet to your network
min purchase of server! (Facebook,
$20 required. One- Twitter) which in
time offer. turn advertises
Mention you read your venue to his
Email this on or her friends,
Facebook! Tweet gaining exposure
to even more
people.

35. Easy with Single Log-In Management Tools
Manage from
one place

36. Email plus Social: Customer Appreciation Promo
overwood (wood-fired american
kitchen) Father’s day at
Overwood offers Dad a classic
gift (we’re not telling) along
with a $5 gift Certificate for his
next visit! Kids---take our “Dad
census” and win a free
dessert…Special Father’s Day
menu available all day!
ROI:
Sales up $1,546 (17%)
Cost of $83 (+ Old Spice)
Plus bouncebacks…

37. “But I hate to discount”….
An offer isn’t perceived as a coupon when it...
 is a “Thank You” gift
 Uses humor
 Promotes a cause

38. Case Study
Birthday Promo
 13,563 members in
database
 No-strings attached
Birthday Gift
 40% redemption rates
(versus 8-12% Fishbowl
average)
 Results: $200,000 in
directly attributable sales
 …plus great goodwill and
lots of new diners

39. Offer with Humor
SMOOCH YOUR POOCH
Stop in any Wednesday in April
with your dog to get a free large
cheese pizza.
No Dog? Bring your significant
other pet*
You may be required to kiss that
animal on the lips to prove that
significant other pet is really yours.

40. Cause Marketing (and free pizza)

41. Weather: Info and Accolades
41

42. Twitter too
Grew sales on usually “Lost” Days
Due to inclimate weather by engaging
Guests on Twitter. Gained regional exposure
On local TV and print- priceless

43. Recipe Book 1. Claim your online presence
2. Set up your messaging
tools & build your
audience base
3. Plan and execute your
daily/weekly/monthly
marketing
4. Listen and Respond to
your guests
5. Keep score

44. Social Media Consumer Interaction
Source: Beyond 2011

45. Conversations about your Restaurant are rampant

46. You NOW Have to Listen
Consumers weigh not
only online reviews, but
online engagement by
the restaurant when
deciding to frequent a
restaurant for the first
time.
Source- Conversocial 2011

47. Recipe Book 1. Claim your online presence
2. Set up your messaging
tools & build your
audience base
3. Plan and execute your
daily/weekly/monthly
marketing
4. Listen and Respond to your
guests
5. Keep score

48. Tracking your online activity
Use FREE resources available to you to measure & track digital media campaigns.
Available Resources:
 Google Analytics: Traffic; Impact from Digital Promotions; Referral Sites
 Facebook Insights: Likes; Post Views, Post Feedback
 You Tube Insights: Views, Demographics, Referral Sites
 Email Testing & Reporting: Open Rates, Click Through, Tiered Messaging, Subject
Line Cell Testing, Days of Week
 Mashable.com: Articles; Helpful Tips; Updates; Trends

49. And the $$ you drive in!
Loyalty Gifts # redeemed $ spent discount net sales
Welcome offers 34 $ 714 $ 234 $ 480
Birthday Offers 17 $ 578 $ 152 $ 426
Promotions
Prank" campaign, 15% off 67 $ 2,278 $ 342 $ 1,936
TOTAL REDEMPTIONS 118 $ 3,570 $ 728 $ 2,842
Other Activities
Wine dinner (no offer) 73 est @ $25 per $ 1,825
Guest comments handled 89

50. Recipe Book
Extra Tidbit-
How to Get
Started checklist

51. How To Manage Your Online Marketing Program
• Claim your online sites- Google, Foursquare, Yelp, Bing, etc.
• Set up your email account & Social Media Pages (Facebook, Twitter)
• Start with an “Inventory” of current activities to promote
• Build an “Ideas” file of new things to try
• Once Launched, set aside 2-3 hours every week to work on your guest
marketing (4-5 hours a week to start)
√ Plan for 1 to 2 email promotions per month
√ Engage guests on Facebook, Twitter, Foursquare
√ Respond to guest comments (monitor review sites)
√ Track results, communicate to staff
• Can’t find the time? Hire someone. It’s worth it.

52. Questions?

53. THANK YOU!
Scott Shaw
scotts@fishbowl.com
www.fishbowl.com/california
Twitter/@fishbowlinc
Facebook/@fishbowlmarketing