Social Media: The Next Generation of Business Engagement

1. Social Media: The Next Generation of Business Engagement Tina Williams Media and Communications Manager

2. CURRENT SOCIAL STATS: Facebook Launched: 2004 Active Users: 955 million Twitter Launched: 2006 Active Users: over 500 million Foursquare Launched: 2008 Active Users: 20 million Check-ins: over 2.5 million Yelp Launched: 2004 Active Users: 78 million Reviews: over 30 million Trip Advisor Launched: 2000 Monthly Active Users: 69 million Reviews: 75 Million

3. FACEBOOK The next generation of communication . . .

4. FACEBOOK • 81% of monthly active Facebook users are outside the U.S. and Canada • Facebook is a valued freedom of expression and communication around the globe • Utilize Facebook to build loyalty and sales • Facebook has 552 million daily active users • Roma Guests ARE on Facebook

5. FACEBOOK Monitoring comments: Why? Preserve Brand Integrity • Address guest concerns/complaints • Respond quickly • Ask guest to send email to resolve issue • Answer guests’ questions • Allergen/Nutrition information • Event/special offer • Location information • Thank guests for their kind words! • Show your appreciation and invite them back • Suggest they bring a friend or visit you for their next family event

6. FACEBOOK Guest Complaint Example:

7. FACEBOOK Do Not Try To Silence People • If a guest leaves a complaint, we recommend leaving it up • This gives you the opportunity to: • Show you address complaints • Show you are not trying to hide anything • Bottom line, this lets your fans know you care • However, there are instances where you should delete comments if the following occur: • Use of vulgarity or profanity • Hate speech • Disrespectful comments about another fan

8. FACEBOOK • No reply? It’s OK – you did your part!

9. FACEBOOK • How Many Times Do I post Each Day? • What is EdgeRank? • What does this formula mean? • When is the BEST time to post? • Morning? Afternoon? Evening? Test! Consistent interaction + Post (photo/video) + frequency = Edgerank

10. FACEBOOK How can Facebook generate sales? Case Study : Edible Arrangements • Edible Arrangements offered consumers a voucher via Facebook • This campaign  generated 170,000 new fans • And a double-digit increase in sales versus one year ago Source: http://barnraisersllc.com

11. FACEBOOK Case Study : Pretzel Crisps • A $1.00 coupon was posted on their Facebook page • Within 36 hours, their fan base grew from 5,000 to 12,000 • They posted another coupon – Buy One, Get One Free • The redemption rate for the first coupon was 87%; the redemption rate for the second was 95% • Annual sales increase was 93%

12. FACEBOOK Case Study : P.F. Chang’s China Bistro • To celebrate their 18 year anniversary they offered a coupon for a free lettuce wrap • The chain allowed fans to print off the coupon Results: • More than 50,000 people redeemed the Facebook coupon • 40% of the people that redeemed the coupon were new guests • There was a 3,300% increase in engagement levels with page posts

13. TWITTER To boldly go where no Tweet has gone before . . .

14. TWITTER Twitter has over 340 million Tweets, 1.6 billion search queries daily and handles over 16,000 Tweets-per-second. (socialmediatoday.com) How do I Manage Twitter? • Monitor Tweets via the “@ Connect” tab • Reply to ALL complaints How Often Do I Tweet? • You can post multiple times a day (2 -4+)

15. TWITTER Gauge your reach: • Followers • Retweets • Replies Try to become a Trend! #TonyRomas Most importantly, have fun! Your followers can tell!

16. TWITTER Case Study : Naked Pizza • Naked Pizza is an organic pizza place • The company’s first Twitter only promotion on April 23rdresulted in • 15% of total daily sales • 90% of those being NEW CUSTOMERS!  • On May 29th Naked Pizza set a store sales record with 68.6% of the total daily sales from customers who stated “I’m calling from Twitter!”

17. TWITTER Case Study: West Cafe • Their Twitter Campaign directly resulted in increased sales of drink specials and higher guest counts • The percentages below reflect the increase in sales revenue month over month starting with September as the baseline: September – 100%October – 12% increaseNovember – 32% increaseDecember – 26% increaseJanuary – 25% increaseFebruary – 34% increaseMarch – 20% increase A Link to the coupon pictured was posted on Twitter and helped to motivate the Portland Twitter community to visit West Café.

18. YELP Shaping the future of local commerce . . . .

19. YELP Yelp is growing fast and is currently available in the following countries: • Australia • Austria • Belgium • Canada • Denmark • Finland • France • Germany • Ireland • Italy • Norway • Spain • Sweden • Switzerland • The Netherlands • United Kingdom • USA

20. YELP • Yelp page features:

21. YELP • Location review examples:

22. YELP Is Yelp management offered in my market? • Tony Roma’s currently supports domestic (U.S.) and Canadian locations • We will add locations and they become available on Yelp Current Tony Roma’s Yelp Stats (July 2012): • 751 clicks to the website • 228 phone calls to stores • 278 directions to locations • 34,745 desktop search appearances • 3,581 desktop user views • 137,968 mobile search appearances • 5,559 mobile user views

23. YELP Who is on Yelp?

24. FOURSQUARE

25. FOURSQUARE • We mange all Foursquare pages for the company • We can post check-in offers for your locations • Case Study: Lima, Peru Tony Roma’s • Offer: Check in and receive a free Pisco Sour! • Start Date: 2/28/12 End Date: 5/26/12 • 1,811 views and 1,521 unlocks • Offer: Check in and receive a free Mojito! • Start date: 6/10/12 End Date: 8/1/12 • 1,134 views and 988 unlocks

26. FOURSQUARE Case Study: Angelo and Maxie’s Steakhouse • The family-friendly steakhouse managed to engage hundreds of people in their very first campaign: • Over 400 hundred people unlocked the check-in Special • Estimated ROI of $18,000 from the campaign • 60% of the Foursquare users were checking in to Angelo and Maxie’s for the first time

27. TRIP ADVISOR

28. TRIP ADVISOR All reviews affect business • Consumer feedback regarding review influence: • 90% trust recommendations from people they know • 70% trust recommendations from others even if they don’t know them • 83% share information from people they know • 81% received advice on a product purchase from friends or followers on a social network site • 74% say that advice was influential • 71% claim that reviews from family members and friends exert a great deal of influence on what they buy • 14% of people trust advertising • We reach out and recover guests one at a time, no matter when the complaint was posted • Statistically speaking, a typical business hears from only 4% of its dissatisfied guests • 1 in 25 will actually tell you when things are not right • The other 96% just quietly go away and 91% will never come back Source: eMarketing

29. TRIP ADVISOR Guest worth over a lifetime: First of all, statistics indicate that a satisfied guest will tell five others what a great place you have and that has a major impact upon the equation. Here are the assumptions at play: • Ahappy guest (Patron A) spending $50 a year with you tells five others within a year • Those five (call them Patron B's) become patrons who tell five others within a year • The Patron B's each tell five others (Patron C's) and so on This may sound a little confusing, so the table below shows what this progression looks like. Source: restaurantdoctor.com

30. WE CAN HELP YOU! Facebook: • We can help set-up and monitor your Facebook page • We can post specials on our main Facebook page (30k+ Likes) Twitter: • We can post specials on our main Twitter page (1,200+ Followers) Yelp: • We currently have the capability to monitor domestic and Canadian locations only • We respond to guest complaints and forward their complaints to you to resolve Foursquare: • We can post check-in offers and announcements per location • We will then supply you with the analytics for the check-in specials (views and un-locks) Trip Advisor: • We currently monitor all Tony Roma’s locations on Trip Advisor • We reply and send any guest complaints to you to resolve We are here to help! Please contact us with any questions!

31. NEXT STEPS • Tony Roma’s potential future endeavors in Social Media: • Google+, Pinterest, Tumblr and Instagram • Be aware of the “Shiny Object Syndrome” • Businesses are sometimes too quick to jump into new social sites before research and testing to find out if the site is a fit for their brand • Just because it’s there, doesn’t mean we should join • Focus on targeted social efforts

32. GOOGLE + • What is Google+ ? • Pronounced Google PLUS • Launched in 2011 • Google+ is a social network that currently has over 250 million registered users, • Google has described Google+ as a "social layer" • Having a page on Google + will help businesses appear in Google’s search results – free SEO!

33. PINTEREST What is Pinterest? Pinterest is a virtual pinboard • Launched March 2010 • Pinterestallows users to organize and share images/articles they find on the web • People use pinboards (a set of pins) to plan their weddings, decorate their homes, organize events and plan their favorite recipes • Users browse pinboards created by other people - Browsing pinboards is a fun way to discover new things and get inspiration from people who share interests • Users can add as many boards as they like

34. TUMBLR What is Tumblr? • Tumblr was launched in 2007 • Tumblr is a microblogging platform and social networking website • The service allows users to post multimedia and other content to a short-form blog, named a "tumblelog" • Users can follow other users' blogs, as well as make their blogs private • As of July 2012, 71.6 million posts are created on the site each day • As of August 20, 2012, Tumblr has over 69.4 million blogs and more than 29.8 billion total posts

35. INSTAGRAM What is Instagram? • Launched in 2010 • Free photo-sharing, social network • Users can add filtered layers that imitate the look of low-end film cameras to their photos and then share it with other Instagram users they are connected with on various social networks • Instagramcurrently has 80 million registered users

36. THE END • Thank you for your time! • Questions, Comments?