Digital marketing 101 for restaupreneurs by homer nievera

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

About Homer

Serial Digital Entrepreneur

- Flip business models

- Identify and create multiple revenue streams

- Build and sell tech businesses

Is digital media important for Restaupreneurs?

QUICK SURVEY

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

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

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?

Where do I

start?

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

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

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

Yesterday: Tri-Media

TV

Radio

Print

Today: All-Media

Today’s Reality: The Internet of Things

WHAT’S THEIR FAVE PAST TIME?

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

Content Marketing means creating

and sharing valuable free content to

attract and convert prospects into

customers, and customers into repeat

buyers.

You’re educating people so that they

know, like, and trust you enough to do business with you.

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.)

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.

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

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

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

Bake & Brew Small community coffee shop

Non-main road location

Used initially Facebook for awareness among local village groups

Was featured in FoodFindsAsia.com

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.

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

HOW/WHERE DO YOU SHARE CONTENT?

SOCIAL MEDIA

PH SOCIAL MEDIA STATS

4 hours per day spent on social media as a whole

Sources: Komli SEA (Facebook & Twitter reps)

The Business of Facebook Likes

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)

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

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

Instagram Marketing

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

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

Twitter Marketing

PH TWITTER STATS

10M users on Twitter:

7.4 active users

1B conversations every 2 days

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”

Twitter Marketing Quick Tips

Link

Promoted Tweet

But are you mobile-ready?

Smartphones today make it easier and faster to share content

2B smartphone users globally by end of 2015

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

What’s the diff, bro?

Appify

From this To this

How do you

convert your likes, followers, or fans

to revenue

Activate your digital brand

Find ways to connect with your online audience with offline activities

From online to offline

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

Be eCommerce Ready

The Simple 4-Step eCommerce Process

Search

Buy

Pay

Ship

Do a Google Search on “McDonalds Philippines”

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)

GET THIS FREE GUIDE!

facebook.com/HomerNieveraPage

(Today Only)

Email: [email protected]

Consult for free!