3. Celebrating 15th year in 2016
National, Star-Studded, Four-day destination event
Talents of world’s most renowned wine & spirits
producers, chefs & culinary personalities
Hosted by FIU & Southern Wine & Spirits of Florida
One of largest & most well-known festivals of its kind
Attracts more than 60,000 guests to it’s 75+ events
BACKGROUND
4. To date the Food Network & Cooking Channel SOBE
WFF has raised approximately $20Million in support of
educational programs at FIU’s Chaplin School of
Hospitality & Tourism
Additional funds are awarded as scholarships to
students demonstrating exceptional performance
while volunteering in all aspects of the festival
Providing opportunities for community as it highlights
cultural and ethnic food from all over the world
COMMUNITY & CULTURE
5. SOBE WFF has three major social media outlets to
inform audiences about the event and generate
community interaction.
The three main platforms used are
STRENGTHS
6. STRENGTHS CONTINUED
SOBE WFF appeals to both genders who enjoy food, wine, and celebrity
chefs.
Informative website that is easy to navigate. It includes a “Media” tab that
informs its audience that they can share SOBEWFF by using Facebook,
Twitter, GooglePlus, and Pinterest.
Utilizes a Facebook “Like” page in order to communicate to its audience
about ticket sales, recognize celebrities birthdays’ that have participated,
merchandise discounts, and promotes its audience to download their
mobile app during festival days.
Its Twitter account is managed by its founder, Lee Brian Schrager. It has
over 21.1K followers.
The SOBEWFF promotes the hashtag #SOBEWFF to tag pictures throughout
the festival on various forms of social media.
7. The information on its Facebook page is very repetitive. It
posts the same two pictures to inform its fans about ticket
sales. Also, it lacks on engaging with its fans.
It does not have an Instagram account. Fans can tag
photos using its hashtag #SOBEWFF, however there are
other similar hashtags that use the #SOBEWFF but ends
with the event year. Example: #SOBEWFF2015
It does not have its own Twitter account. Even though its
managed by its founder, he uses it as a personal account.
The link that is attached to share the SOBEWFF to Pinterest
does not work. Which can confuse followers if they are
trying to reach out to others.
WEAKNESSES
8. Creating a Twitter account solely for SOBE Food and Wine Festival will
direct followers towards this particular festival location.
Launch an Instagram page in order to spark interest in followers while
promoting the #SOBEWFF
SOBE WFF’s Facebook has about 42,000 likes where a majority of the
pictures being displayed are ads.
Redesigning its present Facebook page by demonstrating pictures of the
culinary personalities, renowned chefs and wine/spirit producers, as well
as introducing incentives such as contests sporadically will generate new
potential customers while increasing engagement led by a staff of Social
Media influencers, interacting with its audience.
OPPORTUNITIES
9. On Pinterest, when searching SOBE Food and Wine Festival less than a thousand
pins appear from previous years.
In order to strengthen their presence on Pinterest, a small team should be
hired to collect photos taken by the professional photographers sifting
through the most popular drinks and dishes. Establishing new Pinterest
boards organized annually while providing the recipes in description will
produce positive word-of-mouth advertising.
SOBE Food and Wine Festivals website is currently displaying its hashtag
(#SOBEWFF) and select Instagram pictures on its homepage in a discrete
manner.
By positioning the hash tag and embedding the social media sites onto the
homepage instead of the taskbar, will enhance engagement levels therefore
increasing web traffic and attracting more people to the event.
OPPORTUNITIES CONTINUED
10. Major competitors such as Epcot’s Food and Wine
Festival has an advantage over SOBE WFF by simply
allowing customers to take pictures themselves
which most likely will be instantly shared on social
media
Insufficient exposure/advertising of the festival
Lack of interaction and creative strategies on social
media sites
Potential negative feedback causing harm to SOBE
WFF brand on any of the social media platforms
THREATS
12. SOCIAL MEDIA: FACEBOOK
42,101 people have liked this
page (increases daily)
There is more audience
engagement within the FB
account compared to the Twitter
account.
Most likes observed: 65
Most comments observed: 9
Most shares observed: 35
Posts are focused around ticket-
sale promos
Posts frequency: Every 2 days
(on average)
13. SOCIAL MEDIA: TWITTER
Twitter account belongs to the
founder and director of
#SOBEWFF, Lee Schrager
About 21,000 followers
Tweets related to the festival
receive the most likes and
retweets (highest # of
retweets: 10)
Retweets the Food Network
often
Didn’t observe frequent
comments
14. SOCIAL MEDIA: INSTAGRAM
Instagram account also belongs to Lee
Schrager
1,605 followers (fluctuates)
#SOBEWFF is the most commonly used
hashtag to engage with its audience
31,990 posts hash-tagged
Majority of posts consist of food from
local restaurants, and Lee Schrager
photographed with people such as
chefs, celebrities, event employees
and friends
More personal than
business/promotion oriented
Most likes observed: 65
Most comments observed: 5
15. SOCIAL MEDIA STRATEGY ANALYSIS
Target Audience:
Males and Females
College-educated adults
Age: 22-44
Middle and high social class
How Consumers Use SobeWFF
Social Media
Posting Picture on Instagram.
Hashtagging and tagging
location
Twitting tweets
Leaving Facebook comments
on SobeWFF page
Tagging friends on SobeWFF
social media pages.
16. 3 Best Tools For SobeWFF Social Media
33Across: tool that helps SobeWFF gets a bigger and complete picture of their online
audience.
Google Analytics: This tool gives you a social report and Activity Stream to show what people
are talking about your SobeWFF site on social network.
Hootsuits: This tool can help keep track and manage all your social media accounts. Also
helps you to know what people are saying about SobeWFF and helps you respond quickly.
Advantages
Helps manage your content you want to share in a faster and better way.
Save you time
Shows you what type of people are viewing your social media
Shows what they are doing
Gives you an idea of what needs improvement
Disadvantage of Tools.
It can be hard to keep track of all the social media analytic.
SOCIAL MEDIA TOOLS
17. What SobeWFF is Doing Right
Advertisement on Facebook is constant
Keeps profile updated
Founder & Director interacts with followers
Solid hashtag trend
Improvements
More Social media platforms like:
Instagram
Twitter
Vine
Youtube
Gain more Followers, have the consumers be more interested in following SobeWFF
social media.
Add more visuals to catch viewer attention
Be more interesting on social media; get the audience excited for event by using good
content.
SOCIAL MEDIA RIGHTS &
IMPROVEMENTS
18. Robshaw-Bryan, S. (2014, February 13). 8 Compelling Reasons Why You Should Be Using Social Media, from
http://www.socialmediatoday.com/content/8-compelling-reasons-why-you-should-be-using-social-media
Bell, L. (2008, August 11). Food Wine to serve up a 25,000 rate base increase. Retrieved, from
http://www.dmnews.com/mediacirculation/food-wine-to-serve-up-a-25000-rate-base-increase/article/113662/
Hardawar, D. (2013, December 20). Top 10 social media analytics tools: The VentureBeat index. Retrieved, from
http://venturebeat.com/2013/12/20/top-10-social-media-analytics-tools-the-venturebeat-index
FOOD & WINE. (2015, October 22 ). Social Media. Retrieved from
http://www.sobefest.com/media.php?view=social
FOOD & WINE. (2015, October 22). Frequently Asked Questions. Retrieved from
http://www.sobefest.com/about.php?view=faq
Visit Florida. (2015, February 27). Get a Taste of the South beach Wine & Food Festival. Retrieved from
https://www.youtube.com/watch?v=ak576_4doCE
Schefer, M. (2014, February 17) Social Media Explained: Untangling the World’s Misunderstood Business Trend.
Ross, S. (2015) Social Media Mastery: 75+ Tips to Help you Expand your Reach, Build your Platform, and Establish your
Online Authority (Daily Actions)
REFERENCES
Editor's Notes
SobeWFF social media target audience is mainly women, but men are beginning to attend the festival more through out the years. So the men population on SobesWFF’s social media is rising. Most of SobeWFF’s consumers are college-educated adults between the ages 22-44, and those are the ones who are more active in the social media account. They post pictures hashtagging SobeWFF as well as tagging the location. They also tweet about SobeWFF and mention the Director and founder of SobeWFF (Lee Brain Schrager).
SobeWFF has a good Facebook page where they advertise nicely and gives the audience enough information about the event. The Facebook page is also updated and active daily. SobeWFF doesn’t provide its audience with a twitter account but they have the founder and director twitter page. He is constantly retweeting, and interacting with his followers. This can actually be an advantage for the organization because they able to communicate directly the man who created it all. In their website they provide a personal hashtag (#SOBEWFF) this is a good way to give the audience the opportunity to use the hashtage in any social media.
Improvements: There is a significant amount of improvements when it comes to Sobe’s social media. To begin with they need to create more social media accounts like: Instagram, and a SobeWFF twitter page, Vine and a YouTube account. This will increase exposure and receive more real customer insights. Also social media helps manage the organizations reputations. SobeWFF needs to gain more followers since it’s the #1 Food & Restaurant industry Event in the US and that needs to reflect on their social media. Adding more visuals and being more interesting is very effect in social media. Visual grabs people attention and ones the attention is grab it’s necessary to be interesting. SobeWFF need to give their audience an attention grabber, by creating an Intagram this can improve drastically. People want to get a visual of what SobeWFF is all about. Even though they promote very well they still need to step up their game on the social media world.
