Social Media ROI for Restaurants: What Facebook and Twitter Don't Want You To Know

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Information about Social Media ROI for Restaurants: What Facebook and Twitter Don't Want...
Marketing

Published on October 1, 2014

Author: privymarketing

Source: slideshare.net

Description

Your job as a marketer is hard - we get it. Landscapes are changing at lighting-fast speeds and best practices aren't shared as freely as they should be. Fear not, Privy is here with all the answers.

Join us for this webinar where we'll share real life examples of social media investments and share exactly how much money they returned. See real ROI data and use this information to improve your marketing efforts. Learn:

- Why you don't reach 100% of your Facebook fans with every post
- Where is better to invest: Facebook or Twitter
- Which Facebook ad format drives the most in-store sales
- The ROI you should expect from each social channel

www.privy.com (888) 602-0205 Social Media ROI for Restaurants: What Facebook and Twitter Don’t Want You To Know

HOUSEKEEPING • Start – 2:00p EST • End – 2:30ish EST • Q&A Period – 2:30ish-2:45ish – How to ask questions? @privy #privydata

OUR SPEAKER Jake Cohen – Co-founder, COO of Privy @privy #privydata View slide

SUMMARY • Overview • Distribution on Facebook and Twitter • What it means for you • ROI by channel • Action items for TODAY @privy #privydata View slide

LEVEL | ADVANCED This is an advanced webinar. It is robust material and it is high level. We have webinars of all levels. @privy #privydata

WHAT WILL PRIVY DO FOR ME? Privy allows you to measure which online marketing activities drive in-store sales and grow your customer database in real-time @privy #privydata

TRADITIONAL MARKETING FUNNEL

TRADITIONAL MARKETING FUNNEL ?

HOW PRIVY WORKS

HOW PRIVY WORKS 15,675 views 3,462 claims 3,462 claims 893 Redemptions

HOW PRIVY WORKS

DISTRIBUTION ON FACEBOOK & TWITTER

THE FACEBOOK NETWORK All Facebook Users (~1 Billion)

THE FACEBOOK NETWORK All Facebook Users (~1 Billion) Your Fans

THE FACEBOOK NETWORK All Facebook Users (~1 Billion) Friends of your Fans Your Fans

WHO ORGANIC POSTS REACH All Facebook Users (~1 Billion) 5%-12% of your fanbase* *varies by post engagement Friends of your Fans Your Fans

WHO BOOSTED POSTS REACH All Facebook Users (~1 Billion) Target an audience on traditional factors People who are traditionally targeted by audience Option A Friends of your Fans Your Fans

WHO BOOSTED POSTS REACH All Facebook Users (~1 Billion) Target fans and friends of fans Starts with close friends of your fans Option B Friends of your Fans Your Fans

HOW BOOSTED POSTS GROW All Facebook Users (~1 Billion) Target fans and friends of fans Expands to more people if people are engaging Friends of your Fans Your Fans

WHO PAID ADS REACH All Facebook Users (~1 Billion) People who are not fans or friends of fans Targeting options: • Age • Gender • Geography • Interests • Lifephase • Income Friends of your Fans Your Fans

THE TWITTER NETWORK All Twitter Users (~271 Million)

THE TWITTER NETWORK All Twitter Users (~271 Million) Your Followers

THE TWITTER NETWORK All Twitter Users (~271 Million) Followers of your Followers Your Followers

WHO ORGANIC TWEETS REACH All Twitter Users (~271 Million) Followers of your Followers Whoever is on Twitter when you post Your Followers 5-6% on average

WHO ORGANIC TWEETS REACH All Twitter Users (~271 Million) Followers of your Followers Your Followers Tweet more, get more: “Brands that tweet 2-3 times per day can reach up to 30% of their total audience” - Twitter http://marketingland.com/facebook-twitter-impressions- 90878

WHO PROMOTED TWEETS REACH All Twitter Users (~271 Million) Followers of your Followers Your Followers Targeting options: • Gender • Geography • Interests • Device • Language • Keywords • Custom Audiences

PUBLISHING: FACEBOOK VS TWITTER Facebook Reach Organic (Free) Restricted to 5%- 7% of Fans Promoted (Paid) Targets friends of fans or traditional targeting

PUBLISHING: FACEBOOK VS TWITTER Facebook Reach Reason Organic (Free) Restricted to 5%-7% of Fans Facebook wants to people to receive relevant content Promoted (Paid) Targets friends of fans or traditional targeting Facebook wants to make sure you reach who you want

PUBLISHING: FACEBOOK VS TWITTER Facebook Twitter Reach Reason Reach Organic (Free) Restricted to 5%-7% of Fans Facebook wants to people to receive relevant content Unrestricted, though generally reaches 5%-6% of your audience Promoted (Paid) Targets friends of fans or traditional targeting Facebook wants to make sure you reach who you want Targets your existing audience or traditional targeting

PUBLISHING: FACEBOOK VS TWITTER Facebook Twitter Reach Reason Reach Reason Organic (Free) Restricted to 5%-7% of Fans Facebook wants to people to receive relevant content Unrestricted, though generally reaches 5%-6% of your audience Twitter wants people to get timely, instantaneous information** Promoted (Paid) Targets friends of fans or traditional targeting Facebook wants to make sure you reach who you want Targets your existing audience or traditional targeting Twitter wants to make sure you get enough exposure

WHAT THIS MEANS FOR YOU Facebook Type Organic (Free) Make it relevant to your fans! (check what posts have received most engagement) Promoted (Paid) Promotions (for fan/customer acquisition)

WHAT THIS MEANS FOR YOU Facebook Type Frequency Organic (Free) Make it relevant to your fans! (check what posts have received most engagement) Once per day Promoted (Paid) Promotions (for fan/customer acquisition) Only when you have a plan/goal in place

WHAT THIS MEANS FOR YOU Facebook Twitter Type Frequency Type Organic (Free) Make it relevant to your fans! (check what posts have received most engagement) Once per day Timely and immediate! Promoted (Paid) Promotions (for fan/customer acquisition) Only when you have a plan/goal in place Promotions (for fan/customer acquisition)

WHAT THIS MEANS FOR YOU Facebook Twitter Type Frequency Type Frequency Organic (Free) Make it relevant to your fans! (check what posts have received most engagement) Once per day Timely and immediate! 3-5 times per day! Promoted (Paid) Promotions (for fan/customer acquisition) Only when you have a plan/goal in place Promotions (for fan/customer acquisition) Only when you have a plan/goal in place

ROI BY CHANNEL

ACQUISITION ROI Which channels are best at acquiring new customers?

YOUR WEBSITE 95.26%

NEW CUSTOMER ACQUISITION 120.00% 100.00% 80.00% 60.00% 40.00% 20.00% 0.00% % of Customers Acquired That Are New Website Email Facebook Twitter

REPEAT CUSTOMER ROI Which channels are best at acquiring repeat customers?

EBLASTS 54.49%

REPEAT CUSTOMER ACQUISITION 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% % of Customers Acquired that were Repeat Website Email Facebook Twitter Repeat

REDEMPTION DATA Which channel produces the highest intent customers?

3 WAY TIE ~26.7% Redemption Rate

REDEMPTION RATE BY CHANNEL 26.64% 26.76% 15.03% 26.69% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Website Email Facebook Twitter 26.7%

ACTION ITEMS FOR TODAY • Build two strategies: 1. Acquisition 2. Retention • Why? • You can only retain what you acquire. • Acquire more, retain more…sales grow

RETENTION STRATEGY • Business goal: increase sales • Marketing Goal: increase frequency by driving transactions from existing customers • Channels: Email • Tactics: time-specific promotions, announcements, brand character content

ACQUISITION STRATEGY • Business goal: increase sales • Marketing Goal: drive trial from new customers • Channels: Website, Facebook, Twitter • Tactics: gated promotions (via organic posts or targeted ads/posts/tweets)

LAST THOUGHT • Let’s get nitty-gritty • Free trial

Q & A • Check out: blog.privy.com • Tweet us! @Privy • Tweet me! @jfccohen • Send me an email: jake@privy.com @privy #privydata

WHY THIS MATTERS • Privy helps you understand which channel drives the highest ROI for your brand – By campaign – By activity – By daypart – By $ spent

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