Can & how does social media change how we eat

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What is the Future of Eating? Is Social Media Changing the way we buy, cook, eat & enjoy our food? Some slides to stimulate discussion at TweetCamp 2011 London from Great British Chefs' Head of …

What is the Future of Eating? Is Social Media Changing the way we buy, cook, eat & enjoy our food? Some slides to stimulate discussion at TweetCamp 2011 London from Great British Chefs' Head of Social Media.

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  • 1. The Future of Eating? How Social Media affects our Enjoyment of Food Social Media has changed how we buy, cook & enjoy food Mission/Aim: How can we help you to enjoy food more? Mecca Ibrahim Head of Social Media Great British Chefs
  • 2. Global is the new Local
    • The world is becoming smaller – our responsibility for protecting it is more apparent – green awareness, organic, sustainable, reduced carbon footprint food
    • We can more easily see what other countries are doing – we often want it too! Discovery of new things, picking up new trends is easy
    Mecca Ibrahim – Great British Chefs
  • 3. The Wisdom of the Crowds
    • Families are becoming more fragmented and spread around the world
    • Our friends are now our families
    • Trusted strangers are now our friends
    • Importance of crowds on our buying & consumption of products (food) & entertainment
    Mecca Ibrahim – Great British Chefs
  • 4. Social Media as an Enabler
    • The internet has allowed us to fulfill basic human needs in a way like no other
      • Need to be loved, recognised, seen as special/unique, no one is average Joe or Joanna Bloggs
      • Have our thirst for knowledge sated / get answers to questions really quickly – 24 hour – always connected culture – time poor society
    Mecca Ibrahim – Great British Chefs
  • 5. How is the food world adapting? How can help this?
  • 6. Why we eat?
    • Socialising – entertainment – dinner parties , supper clubs, meals out in restaurants, picnics
    • Have you ever attended a supper club, “underground restaurant”, paid for private dinner party?
    Mecca Ibrahim – Great British Chefs
  • 7. How do we shop?
    • Socialising – the rise of the multi-retailer – “retailtainment”
    • Shop & eat at the same time
    • Would you go to a shop just because it served food there too?
    Mecca Ibrahim – Great British Chefs
  • 8. Where do we buy our food?
    • Restaurants & eating places understanding they need to be social
    • Which food retailers “get” social media?
  • 9. Where do we buy our food?
    • Global is the new local – US trends entering the UK (does it work the other way?!!)
    • Food trucks
    • Have you ever bought high quality food from a “food truck”?
    Mecca Ibrahim – Great British Chefs
  • 10. Where do we buy our food?
    • Supermarkets no longer have a monopoly – small artisan producers can operate at the same level
    • Through social media they can offer more inventive, tailored & personalised discounting
    • Meeting the need to be individual
    • What would you like to see in this area?
    Mecca Ibrahim – Great British Chefs
  • 11. Where do we buy our food?
    • Rise of celebrity food labels, food with a story!
    • Food is no longer the preserve of supermarkets & big brands
    • Do you buy celebrity labelled food?
    Mecca Ibrahim – Great British Chefs
  • 12. Where do we buy our food?
    • Food Festivals can also help smaller producers reach a wider targeted market looking for something personalised to them - local, organic, food with a story !
    • Which food festivals if any, do you attend?
    Mecca Ibrahim – Great British Chefs
  • 13. Where do we buy our food?
    • Directly from source (or as close to source as possible. Through personalised & caring messaging smaller producers reach a wider targeted market looking for something personalised to them - local, organic, caring, food with a story!
    • Do you use organic home delivery services?
    Mecca Ibrahim – Great British Chefs
  • 14. How & where do we cook our food?
    • What do we want in our kitchens?
    • State of the art equipment
    • Where do you go to get ideas for your kitchen?
  • 15. How & where do we cook our food?
    • What do we want in our kitchens?
    • Dual purpose – no longer just for cooking, but dining too
    • Comfort
    • Where do you go to get ideas for your kitchen?
  • 16. How do we discover ways to cook our food?
    • New print on demand technologies mean that cookery books can be produced cheaply & to order
    • Personal cook books through Blurb – family recipes can be passed down & also shared with new audiences
    • Have you ever produced a cookery book in any form yourself?
    Mecca Ibrahim – Great British Chefs
  • 17. How do we discover ways to cook our food?
    • Websites
    • Through TV tie ins & good marketing / social media it’s possible to reach a targeted audience, a time poor, cash rich, always connected audience
    • What are your favourite food websites?
    Mecca Ibrahim – Great British Chefs
  • 18. How do we discover ways to cook our food?
    • Mobile Apps
    • Through good marketing / social media it’s possible to reach a targeted audience, a time poor, cash rich, always connected audience
    • What are you looking for in food apps or an online food community?
    Mecca Ibrahim – Great British Chefs
  • 19. Infographics
    • How useful are infographics about the food world?
    • Would you share them?
    • What others would you like to see?
    Mecca Ibrahim – Great British Chefs
  • 20. Infographics
    • How useful are infographics about the food world?
    • Would you share them?
    • What others would you like to see?
    Mecca Ibrahim – Great British Chefs
  • 21. Want more info? Contact me at: [email_address] @gbchefs @anniemole Mecca Ibrahim – Great British Chefs