Converting Social Media To Foot Traffic - Lauren Fernandez (Social Fresh WEST 2013)
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Transcript of Converting Social Media To Foot Traffic - Lauren Fernandez (Social Fresh WEST 2013)
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