Social Media in F&B; The Alleyway

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ArabNet Digital Summit 2012, March 27 - 31. Industry Day, March 28, Social Media in F&B; The Alleyway Group, by Ziad Kamel, CEO.

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  • Share a bad experience, photograph a Rat post to FB/Twitter = Restaurant Damaged
  • Customer: My food was late and came coldCEO: Immediate Decision = Direct apology, offer complimentary reservation
  • BEFORE: Will the CEO hear about every issue?AFTER: CEO monitors his staff’s performance
  • This would never be possible without Social Media
  • High TOM Awareness is DIRECTLY PROPORTIONAL to Turnover => Higher Sales
  • Is this true?
  • Social Media in F&B; The Alleyway

    1. 1. Eat & Drink Social MediaSocial Media in the F&B Business
    2. 2. Who Am I?• Twitter Handle: @ziadkamel• AUB Grad with a BBA in Business Administration• Masters in Marketing Management from University of Surrey, England• Worked in Leo Burnett Beirut for 5 years• Started my first company in 2005 in Beirut• Founder/CEO of The Alleyway Group• Treasurer of the Syndicate of Owners of Restaurants, Cafes, Nightclubs & Pastries in Lebanon (elected in 2010)
    3. 3. @The_Alleyway
    4. 4. Social Media BEFORE Social Media1 unhappy customer tells 7 people AFTER Social Media1 unhappy customer tells ∞ people
    5. 5. Social Media• Instant Damage Control• Make Immediate Decisions• Respond to Questions Quickly & Directly
    6. 6. Know Your Customer BEFORE Social MediaCustomer → Waiter → Manager → Head Office → More Staff → CEO AFTER Social Media Customer → CEO
    7. 7. Marketing CommunicationTraditional Media Social Media• Difficult to monitor results • Likes, Re- Tweets, Comments, Sharin• Difficult to reach the target g• Rigid • Direct Targeting• Perishable, not continuous • Flexible• High Cost • Everlasting, continuous• WTF is Viral? • Low Cost • Viral
    8. 8. Viral MarketingGorilla Rampaging in Gemmayzehttp://www.youtube.com/watch?v=DvhLK2e3rb4
    9. 9. Increase Top of Mind Awareness• Social Media Increases TOM Awareness• Create a Brand Personality: likable, friendly, honest, relevant to the brand• Speak to your target regularly: post photos, events, videos, stories, replies, news• Stay relevant, up to date with topics, trends, discussions, competition
    10. 10. Social Media in the F&B Business “If you are not on Social Media, you don’t exist” @ziadkamel

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