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Digital Marketing
         Current & Future Trends
for the Restaurant and Lodging Industry



                 Hillary Bressler, CEO & Founder of .Com Marketing
                      @hillarybressler | bressler@commarketing.com
                                                 February 2012



                                                           1
2
A Top 100 Interactive Agency Nationwide




                                          3
                            ‹#›
The Year 2000




                4
Are You…




           5
Digital Marketing for Restaurant and Hospitality Industry
800 million +
Years to Reach 50 Million Users

•Radio- 38 Years

•TV- 13 Years

•Internet- 4 Years

•iPod- 3 Years

• Facebook adds 100 Million Users in 9 months

  “Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
80% of Twitter updates are on
        mobile devices.
Imagine what that means for bad
     customer experiences.




                                  9
A majority of active social networkers
(53%) follow brands.



                                          10
11
12
13
Americans
spend more
  time on
Facebook
 than they do
   on any
 other U.S.
   website.
   Nielsen’s
State of the Media: The Social
    Media Report Q3 2011
                        14
Americans don’t just watch TV anymore…
        They interact with TV.    15
16
17
Word of Mouth Marketing Association, 2011
Sources: Experian, Harris Interactive, Keller Kay Group,
                                                    18
Right Now, Wall Street Journal
Are You…




           19
Digital Marketing
  That Doesn’t
      Work
                20
Digital Marketing for Restaurant and Hospitality Industry
United Stock prices dip 10% after
     social video lauanches
                               22
A Top 100 Interactive Agency Nationwide




                                      23
                            ‹#›
• Over 11.4 million views
• Stock prices dip 10%
  resulting in $180 million
• Appeared on ABC’s The
  View
• Time Magazine’s Top Viral
  Video’s of 2009
• 2 more videos to be
  produced


As of 2/4/12
Digital Marketing for Restaurant and Hospitality Industry
Digital Marketing
   That Works
                26
More than doubled typical Sunday sales,
with increase of 110% day of flashmob!
                                      27
28
A Top 100 Interactive Agency Nationwide




                                      29
                            ‹#›
Lime drove follows via a
   table top display
                           30
31
32
71% of site traffic that went to the
registration page, came directly from
              Facebook.              33
34
Using Twitter as a virtual concierge for all
             Hyatt locations
                                         38
39
40
Nombe, a Japanese restaurant, has
created customized recommendation
      guides on Foodspotting         41
42
43
So, What’s Holding
    You Back?




       Why doesn’t every
       company utilize
       social media?


                      44
Digital Marketing for Restaurant and Hospitality Industry
Local Search


               46
47
48
49
Google Street View
         Explore destinations using Street View

Google Maps with Street View lets you
explore places around the world through 360-
degree street-level imagery.




                                               50
51
52
Google Streetview




                    53
Welcome to the future…




                         54
Social Search


                55
56
Google+
                                 Social Search
Share your thoughts, links and photos with
the right circles.




                                            57
58
A Top 100 Interactive Agency Nationwide




                                      59
                            ‹#›
60
61
62
Siri
Voice-activated Search




                    63
64
A Top 100 Interactive Agency Nationwide




                                      65
                            ‹#›
Augmented Reality
A Top 100 Interactive Agency Nationwide




                                      67
                            ‹#›
68
You Will Start To See These Everywhere
70
71
72
Digital Marketing for Restaurant and Hospitality Industry
74
Find My Presentation On
www.slideshare.net/hillarybressler




              Hillary Bressler
     CEO/Founder of .Com Marketing
      Email: bressler@commarketing.com
        Web: www.commarketing.com
         Phone: 407.774.4604 ext 203
              @commarketing
              @hillarybressler

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Digital Marketing for Restaurant and Hospitality Industry

Notas do Editor

  1. Internet in 2000 Story We are witnessing 2000 all over again. This is the calm before the social media storm.The Internet went main stream > there was a lot of hype > the market crashed, people didn't see returns and people left it. Borders didn't believe in it, they gave Amazon the infrastructure, they are out of business. Blockbuster didn't believe in it and they let Netflix come in and they are out of business. (continued on next slide)Social media has had a lot of hype the last 2 years, the next 3 are going to be soft because people are not going to figure out the ROI and people are going to be put out of business and then huge businesses are going to blow up and take over in 2013, 2014, 2015… (Gary Vaynerchuk, 2011)
  2. What to say here:“How many people here watch TV while using one or more of their smartphones, tablets, or laptops?”[Hopefully the majority of the audience will raise their hands!] Exactly! So why are companies not maximizing their TV ads with social media call-to-actions!? Right now, this transition is something of a mess. Media, cable and technology companies are battling over what can be shown on which platforms in which time frames. Various shows and networks are available on some digital services and devices, but not others. Some services have commercials, others don’t. Some have current shows, others mainly older ones. They use different payment models. Networks and shows can appear and disappear from digital services unpredictably.Despite all this industry jockeying, consumers can easily watch TV shows on their digital devices, legally.
  3. Source: HubSpot, 2010“How do you attract a flash mob of 150+ people to your restaurant? Offer the possibility of a Foursquare Swarm Badge, of course!Last week, restaurant owner Joe Sorge attracted 161 Foursquare users at the same time to his burger joint in Milwaukee, AJ Bombers (pretty impressive considering there are approximately only 300-400 total Foursquare users in the area). Even more impressive is the fact that the restaurant more than doubled its typical Sunday sales, with an increase of 110% that day.”Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5697/Restaurant-Owner-Increases-Sales-by-110-with-Foursquare-Swarm-Badge-Party.aspx
  4. within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines' stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars."
  5. Source: HubSpot, 2010“How do you attract a flash mob of 150+ people to your restaurant? Offer the possibility of a Foursquare Swarm Badge, of course!Last week, restaurant owner Joe Sorge attracted 161 Foursquare users at the same time to his burger joint in Milwaukee, AJ Bombers (pretty impressive considering there are approximately only 300-400 total Foursquare users in the area). Even more impressive is the fact that the restaurant more than doubled its typical Sunday sales, with an increase of 110% that day.”Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5697/Restaurant-Owner-Increases-Sales-by-110-with-Foursquare-Swarm-Badge-Party.aspx
  6. Social media has grown rapidly – today nearly 4 in 5 active Internet users visit social networks and blogs. Nielsen’s State of the Media: The Social Media Report Q3 2011
  7. Source: HubSpot, 2010“How do you attract a flash mob of 150+ people to your restaurant? Offer the possibility of a Foursquare Swarm Badge, of course!Last week, restaurant owner Joe Sorge attracted 161 Foursquare users at the same time to his burger joint in Milwaukee, AJ Bombers (pretty impressive considering there are approximately only 300-400 total Foursquare users in the area). Even more impressive is the fact that the restaurant more than doubled its typical Sunday sales, with an increase of 110% that day.”Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5697/Restaurant-Owner-Increases-Sales-by-110-with-Foursquare-Swarm-Badge-Party.aspx
  8. Source: HubSpot, 2010“How do you attract a flash mob of 150+ people to your restaurant? Offer the possibility of a Foursquare Swarm Badge, of course!Last week, restaurant owner Joe Sorge attracted 161 Foursquare users at the same time to his burger joint in Milwaukee, AJ Bombers (pretty impressive considering there are approximately only 300-400 total Foursquare users in the area). Even more impressive is the fact that the restaurant more than doubled its typical Sunday sales, with an increase of 110% that day.”Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5697/Restaurant-Owner-Increases-Sales-by-110-with-Foursquare-Swarm-Badge-Party.aspx
  9. Billed as the easiest way to find and share the food you love, Foodspotting is the market leader for mobile food discovery. Over a half-million users have downloaded this iPhone app to take photos of great dishes and share them with the world
  10. 70% of B2Bmarketers cite a lack of resources 57% Poorly defined success metrics and key performance indicators44% Lack of knowledge about social media22% Management resistance
  11. “Apple's Siri is a significant development -- a voice-activated means of accessing answers through iPhones that demonstrates the innovations in search,”said Google chairman and former CEO Eric SchmidtSource: Engadget, November 2011
  12. 11 out of 50 Fortune companies are incorporating QR codes into their marketing strategy