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February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Thinking ROE: How to Deliver a Return on Engagement
with Social Media Content
Lorne M. Fisher, CFE CEO/Managing Partner
Fish Consulting
Chris Stipp Director, Online Marketing
Massage Envy Spa
Donna Josephson VP/Marketing
McAlister’s Deli
Renae Scott VP/Branding & Marketing
Togo’s Sandwiches
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
McAlister’s Deli Online Platforms
Create & maintain dialogue to increase fan base while building a database to feed customer engagement & brand loyalty
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
McAlister’s Deli Online Platforms
YouTube
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Massage Envy Spa - Digital Overview
• 900 microsites
• National presence
• Advise
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
The “Fantastic Four”
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
YouTube Video Series
• 50 videos
• Informative
• SEO
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Social Media
• Content footprint
• Nurture relationships, customer service, top of mind, reputation management
• Twitter parties
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Togo’s Sandwiches- Going Social
Facebook Success • Topical Posts • Games, Contests &
Giveaways • Know your top Influencers
& Referrers • Directing fans to take an
action
Instagram Growth • Instagram Growth with
cross-platform Giveaway • A perfect medium for food • User generated posts have
increased engagement by 35%
Increase sales. Build brand engagement, drive trial, reward and inform. Most Active Platforms Include: Facebook, Twitter, & Instagram
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Togo’s Sandwiches Social Listening Listening even when it hurts!
• Thrown out register receipts • Now monitor YELP,
FACEBOOK and other social and respond directly
• Use feedback to: – Improve operations – Monitor products popularity – Manage PR
Facebook and Yelp provide MORE feedback than 800 line
• Manual monitoring with internal staff
• Moving to an analytics system to better leverage data.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Togo’s Sandwiches Digital Space • Email Club • Website
• Online Ordering • Loyalty Cards
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Promotions
In Store Elements – Menu Board POP – Presell – Bagstuffers – Table Top – Banner Stands – Window Clings
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
McAlister’s Deli Promotions
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Healing Hands for Arthritis
Facebook Likes
3,314 new “Likes” Aug. 1 – Sept. 19
Twitter Hashtag - #HH4A
Tweeted more than 1,300 times
Twitter Followers - @MassageEnvy
5,921 – 6,421 Aug. 1 – Sept. 19
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Carrie Ann Inaba, Dancing With the Stars celebrity judge
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Social Media Nirvana • In 4 Days… “Pastrami Day Giveaway”
– Gained over 9,000 email club members – Over 8,000 new Facebook fans – Drove traffic across the system – Continued high post engagement & organic growth
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Social Sampling
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Content Development Strategies
• Conversation Calendars • Franchisees’ Role? • Frequency • Internal Team’s Role
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Tracking & Measurement
• Subscription Services • Free Tools? • Frequency • Program Modifications
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Thank You!
Lorne M. Fisher, CFE CEO/Managing Partner
Fish Consulting
Chris Stipp Director, Online Marketing
Massage Envy Spa
Donna Josephson VP/Marketing
McAlister’s Deli
Renae Scott VP/Branding & Marketing
Togo’s Sandwiches
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Give Us Your Feedback! • Log on to the IFA App. • Find our session under the appropriate day on the Schedule Tab. • Click on the green button that says “Tap
here to take a survey for this event.” • Follow along with the instructions. It will take just a minute or two but will help us for future programming! Thank you!!
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