Ldb_eXperience.Lab Brogan&Hodson_07


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Ldb_eXperience.Lab Brogan&Hodson_07

  1. 1. + Social Media for Culinary Tourism Ayngelina Brogan, Michael Hodson May 14, 2014
  2. 2. + Culinary Tourism not a Trend n 'In  Ireland,  tourist  expenditure  on  food  and  drink  in  2009   was  close  to  €2  billion,  represen;ng  the  largest   significant  component  of  individual  visitor  expenditure   and  exceeding  the  average  spend  on  bed  and   board.'  (Fáilte  Ireland  Na/onal  Tourism  Framework   Strategy  2011-­‐2013)   n Culinary/food  tourism  is  not  limited  to  gourmet  food;  the   WFTA  reports  that  "gourmet"  comprises  8.1%  of  culinary   travelers.  
  3. 3. + It’s not about Michelin stars Food  travelers  simply  like  good  food  and  drink   experiences  rather  than  fine  dining.  
  4. 4. + Culinary Tourists are Affluent n Concerned  about  origin  of  products,  want  it  to  be  local   n Will  spend  money  for  unique  experiences   n  The  Anthony  Bourdain  moment   n Will  recommend  specific  restaurants  and  stores  to  friends   n Will  return  to  loca;on  if  they  feel  connec;on  
  5. 5. + What Food Hunters Want n Local  cuisine   n Connect  with  locals   n Food  is  a  way  to  connect  with  locals,  overcome   language  barrier   n Cooking  classes,  market  tours,  homestays   n Recipes  to  bring  home   n Meet  the  people  behind  the  food   n An  insider’s  view  –  make  it  local  
  6. 6. + How to Begin n Know  your  current  customers   n Know  your  region   n Think  about  experiences  that  make  sense  for  your   business   n What  is  your  story  –  around  for  genera;ons  or  a  new   business?  
  7. 7. + Not about competing but working together n Don’t  be  afraid  to  recommend  compe;tors   n Restaurants  can  work  together,  if  people  like  one  they   will  trust  recommenda;on  to  another.   n  Form  like-­‐minded  groups,  share  your  recommenda;ons  with   others   n  In  OZawa,  Canada  5  restaurants  with  a  modern  focus   promote  each  other  on  their  websites  and  back  of  business   cards.   n The  Beehive  Hotel  in  Rome  created  a  guide  with  its  picks   for  visitors  but  it’s  free  for  anyone  on  its  site.  
  8. 8. + It’s all about the photo Culinary  tourists  stay  connected  on  vaca;on,  they  share   their  finds  with  friends  at  home. Taking  photos  of  all  of  their  meals  and  pos;ng  them  at  the   table,  culinary  tourists  are  gra;fied  by  sharing  almost  as   much  as  consuming.   Ge^ng  photos  of  or  with  the  chef  or  farmer  is  the  ul;mate   prize.   For  operators  it  gives  a  sense  of  ;me  and  place.  Why  your   business  is  special  and  different  than  others.  Find   opportuni;es  to  make  this  happen.  
  9. 9. + Instagram n  100 million monthly active users. n  40 million photos per day. n  8,500 likes per second. n  1,000 comments per second.
  10. 10. + Quick Tips n  Post daily n  Interact often n  Use hashtags n  Keep your Instagram caption word count under 140 characters so you can post to Twitter. n  Use natural light, no flash!
  11. 11. + Instagram: Promote Events
  12. 12. + Instagram: Establish Credibility
  13. 13. + What to share? Character n  The restaurant atmosphere during a busy hour. Food n  Most photogenic, colourful food. Insider Access n  Who is the chef and employees, what happens behind the scenes. n  Producers, ingredients, the process.
  14. 14. + More Ideas? n  Uncork a wine bottle, pour into a glass, and raise it to salute the weekend n  Introduce diners to your chef at work in the kitchen n  Ask diners for reviews (get permission before posting!) n  Show a "before" shot of ingredients, the food prep process, and the final dish being served
  15. 15. + Great Instagram Video
  16. 16. + Facebook Tips n  Think about why people come to your site: 1) location 2) menu 3) contact info n  Photos! Photos! Photos! n  Special offers for Facebook Fans n  Partner with other businesses for discounts n  Small contest incentives n  (e.g. free app to indentify food item)
  17. 17. + Facebook
  18. 18. + Get Feedback Consumers may not feel comfortable giving praise or critique in person, Facebook is an easy way to get their review.
  19. 19. + How to Deal with Disappointment n The  person  working  with  customers  should  ac;vely  ask  for   reviews  on  Facebook  and  TripAdvisor  if  they  liked  their   experience.   n Complaints  and  disappointment  are  inevitable.   n Respond  to  complaints   n TripAdvisor  studies  show  that  when  a  company  responds   readers  trust  the  company  more  than  the  poster.   n Food  is  very  personal  and  people  will  understand.  Not   responding  signals  the  company  doesn’t  care  once  the   customer  spends  their  money.  
  20. 20. + Brindisi’s Challenge n  Travelers  come  to  Italy  several  ;mes  in  their  life;me,  the  first  trip         oben  being  Rome/Venice/Florence,  then  Cinque  Terre  or  Sicily.     n  How  can  we  encourage  people  to  visit  Brindisi  when  they  may  not  know   it,  how  do  we  convince  people  to  come  here  instead  of  San  Marino   n  Brindisi  is  the  hidden  gem.  It  is  the  travelers’  secret.  It  is  where  people   go  who  “are  in  the  know”.  It’s  a  special  place  not  overrun  by  tourists.   n  Experience  the  uncrowded.  Where  you  can  have  a  truly  Italian   experience,  dining  in  local  places  and  mee;ng  locals.   n  Give  people  a  reason  to  come,  is  this  weekend  a  peZole  fes;val  where   everyone  features  their  best,  what  local  fes;vals  could  be  more   accessible  to  tourists?