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1st INTERNATIONAL CONGRESS ON GASTRONOMIC TOURISM, PAMPLONA
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Günter Exel, Tourismuszukunft
Pamplona, February 22nd, 2018
SOCIAL SAVOURS
THE DIGITAL FACE
OF FOOD TOURISM

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ESTE ES LUIS

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LUIS WONDERS WHY
HIS RESTAURANT DOES NOT
ATTRACT NEW CUSTOMERS …

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DIGITALLY MINDED? OF COURSE!
LUIS HAS A WEBSITE – AND IT‘S EVEN
MOBILE FRIENDLY …

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LIKE YOU ALL HAVE
MOBILE FRIENDLY
WEBSITES, TOO …

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DO YOU HAVE
MOBILE FRIENDLY
WEBSITES?

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DO YOU HAVE
WEBSITES
AT ALL?

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NO, LUIS DID EVERYTHING RIGHT …
YET HIS RESTAURANT DOES NOT
ATTRACT NEW CUSTOMERS!

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HEY, LUIS HAS GREAT REVIEWS
FROM CULINARY GUIDES!

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TRAVELLERS ARE RELYING
MORE ON DIGITAL INSTANCES THAN
ON ANALOGUE INFORMATIONS

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DINING DECISIONS ARE TAKEN
ON THE SPOT AND ARE INFLUENCED
BY FELLOW TRAVELLERS

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SO IT‘S ALL ABOUT TO
BE FOUND ON THE WEB …

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… AND TO PROFIT FROM
WORD OF MOUTH

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WHAT CAN LUIS DO?
LET ME GIVE YOU SOME IDEAS …

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BE PRESENT LET YOUR
CUSTOMERS FIND YOU
Be present on those platforms where the
social traveller gains his inspirations!

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BE PRESENT
IN SEARCH
AND SOCIAL
Display your restaurant the
best possible on multiple
digital channels
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BE PRESENT ON GOOGLE
WEB SEARCH
Google My Business:
Register and update
your data on
google.es/business

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BE PRESENT ON GOOGLE
WEB SEARCH

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BE PRESENT ON GOOGLE
WEB SEARCH

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DATA ARE SOCIAL – AND YOU
CAN DO A LOT TO INFLUENCE THEM!

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BE PRESENT ON
SOCIAL MEDIA
Social Media:
» Instagram: highly inspirational for
new clients – great to be found
through hashtags in connection
with product, topic or place
» Facebook: ideal for staying in
touch with steady customers – but
also an local platform!
» Twitter: Important if you focus on
hashtags – but also a great
multimedia tool!

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BE PRESENT ON THE MOST
IMPORTANT PLATFORMS
Search Engines:
» Google My Business: one-time
registration
Rating Platforms:
» TripAdvisor: the one-stop-show
for many travellers
» Yelp: app/platform for local
businesses
» ViaMichelin.es: 13 top restaurants
» Ratings on Google and Facebook
» BE SOCIAL

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BE PRESENT ON APPS LIKE
YELP, TRIPADVISOR OR MINUBE

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BE PRESENT ON APPS LIKE
YELP, TRIPADVISOR OR MINUBE

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BE PRESENT ON APPS LIKE
YELP, TRIPADVISOR OR MINUBE

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BE PRESENT ON FACEBOOK PLACES
YOU CAN‘T AVOID IT!

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BE PRESENT ON FACEBOOK PLACES
YOU CAN‘T AVOID IT!

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BE PRESENT ON GOOGLE TRIPS
AND BE AWARE OF THE RATINGS!

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BE PRESENT FOR
ALEXA, SIRI & CO

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BE PRESENT
AND PROVIDE
YOUR DATA!
Check out
http://schema.org/Restaurant
and set informations for
address and contact data,
opening hours, reservations,
cuisine highlights, star ratings…
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BE SOCIAL
TALK TO YOUR GUESTS
Engage with past and potential customers on
social media channels and rating platforms

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BE SOCIAL ON
SOCIAL MEDIA
Social Media Platforms:
» Instagram, Facebook, Twitter
» Storytelling with Instagram
Stories, Facebook Stories,
Twitter Moments, Messenger
Day …
» Reviews on Facebook, Google+
» Rating Platforms like TripAdvisor,
Minube etc.
» Updates per Messenger:
WhatsApp, Facebook Messenger
(m.me/YOURNAME), Reservations
per Chatbot

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BE SOCIAL ON FACEBOOK WITH
INFORMATIONS AND DIALOGUES

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BE SOCIAL ON INSTAGRAM WITH
INSPIRATIONS AND DISCOVERIES

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Have an eye on …
#TripAdvisor
#Facebook
#Google
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BE SOCIAL
MONITOR
WHAT IS SAID
ABOUT YOU

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BE SOCIAL ON TRIPADVISOR
EXPLAIN DASHED EXPECTATIONS

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BE SOCIAL ON FACEBOOK
DON‘T IGNORE YOUR GUEST‘S FEEDBACK!

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BE SOCIAL ON GOOGLE – DON‘T
UNDERESTIMATE THE POWER OF GOOGLE!

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… and don‘t be afraid to respond
#quickly
#respectfully
#honestly
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BE SOCIAL
DON‘T BE
AFRAID OF
CRITICISM!

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BE SOCIAL REACH OUT &
LEARN FROM YOUR GUESTS!

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Source: http://www.independent.co.uk/life-style/food-and-drink/the-shed-at-dulwich-
was-london-s-top-rated-restaurant-just-one-problem-it-didn-t-exist-a8107791.html
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BE SOCIAL – BUT DON‘T CHEAT
WITH FAKE REVIEWS!

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BE SOCIAL YOU DON‘T NEED
APPS LIKE STARBUCKS BARISTA!
Source: https://techcrunch.com/2017/01/30/starbucks-unveils-a-virtual-assistant-that-takes-your-order-via-messaging-or-voice/

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BE SOCIAL ON FACEBOOK
MESSENGER AND WHATSAPP
Sources: http://torrepoblado.com/, https://www.diegocoquillat.com/el-restaurante-en-el-que-puedes-pedir-la-cuenta-por-whatsapp-entrevista/

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CHATBOTS
PERSONAL
RECOMMENDATIONS
Suggestions for travel,
accomodation and
activities via messenger
„I am looking for a
restaurant in Pamplona …“

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BE EXCITING CREATE
CULINARIC EXPERIENCES
Give your customers something to talk about – and be
visible on social media and special interest platforms!

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BE EXCITING AND CREATE FOOD
TOURS OR COOKING CLASSES!

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BE EXCITING AND CREATE FOOD
TOURS OR COOKING CLASSES!

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BE EXCITING AND ASK YOUR
GUESTS TO TALK ABOUT YOU!
Social Media:
» Communicate your profiles
» Ask for sharing
» Reshare on your own profiles
» Communicate hashtags
» Use social walls
Acitivities Platforms:
» Monitor your presence on
TripAdvisor & Co
» Ask for ratings

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BE EXCITING
HOW‘S YOUR
INSTAGRAM-
ABILITY?
#Your Restaurant is a stage!
#Facilitate sharing & reshare
#Communicate hashtags
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BE EXCITING AND YOUR
CUSTOMERS WILL SHARE

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BE PERSONAL MAKE
GUESTS TALK ABOUT YOU!
Don‘t underestimate the power of private communication via
messengers like WhatsApp, Facebook Messenger & Co.!

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WHATSAPP
PERSONAL
RECOMMENDATIONS
Inspirations through
culinaric experiences of
friends and family
„I want to experience
that, too …“

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BE PERSONAL
MAKE IT EASY
TO SHARE
#Presence on Web & Social
#Location on Facebook & Co
#Instagrammability
#Hashtags
#Be a great host!
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Gracias por tu hospitalitad, Cafeteria S'Entrada, Santa Eugènia/Mallorca! 54
BE PERSONAL YOUR
GUESTS SHARE THE LOVE!

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BE YOURSELF CREATE
YOUR UNIQUE STYLE
Give your customers something to talk about!

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YOU DON‘T HAVE TO
BE A STAR …

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DON‘T HAVE TO MESS
AROUND WITH VR …

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BUT BE YOURSELF AND
SHOW WHO YOU ARE

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BE YOURSELF
THAT’S ME … THANKS!
GÜNTER EXEL
TOURISMUSZUKUNFT
Presentation on Slideshare
www.bit.ly/pamplona2018
Twitter: @guenterexel
www.tourismuszukunft.de/guenterexel