Converting Social Media to Foot TrafficLauren Fernandez, Morton’s The Steakhouse (@Mortons)

Morton’s is a part of a bigger picture.

What we will cover… Amplify, not replace your

content to create foot traffic

How to identify key trends in your data/demographics

How to uncover drivers – what causes the online to offline action?

How Does The Content Interplay with Foot Traffic?

Morton’s The Steakhouse examples

“Social ads are amplifiers, not

replacements. If the content

sucks, your ROI will suck too.“

-Len Kendall, @lenkendall

Amplify, not replace.But how do we get there? Start with your customer behavior.

Step 1: Identify Key Trends

Key Trends to Look For: ContinuedContent that causes action

What part of the content grabbed their attention?

Click Ratio

The Morton’s example

Step 2: Uncover DriversNo, not with your car.

Type of Drivers• Social Drivers

• Lifestyle Drivers

• Technology Drivers

Different Layers of Consumer• Action they take when they see the social

media content

• Action they take to redeem the offer, promotion or action listed in the content

• What they do once the offer is redeemed – do they spend outside of the limits?

Content Interplay with

Foot TrafficStep 3: How do you show success?

Content To Foot TrafficIf your C-Suite isn’t asking how content impacts foot traffic:

…..You’re doing it wrong.

Presenting Success

What It Was

What They Did

Looking Past The Click

What’s Your Story?

Morton’s The Steakhouse

Tracking Content to Reservation

Morton’s: Tapping Into Wants• Lobster Specials

• Filet Mignon Day

• Food Holidays: Short Term Success

Landry’s Inc. Social Media

How does Morton’s tie into the overall picture?

Any Questions?

Lauren FernandezSocial Media Manager, Landry’s, Inc.

@LandrysInc@Mortons@cubanalaf