Driving Foodservice Footfall from Social Media Activity

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The slides from my presentation at the Propel Multi Club Conference 2014, on Thursday 13 March at the Lancaster Gate Hotel #Propel13Mar

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  • < Nic then makes a joke about blonde to ginge>
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  • Driving Foodservice Footfall from Social Media Activity

    1. 1. Driving Footfall via Social Media Karen Fewell @DigitalBlonde Copyright Digital Blonde Ltd
    2. 2. “Some of the best moments in life happen around a table when we are eating with people we love” Joe Perez, Tastemade @DigitalBlonde
    3. 3. @DigitalBlonde @DigitalBlonde #SXSW
    4. 4. New Book: #FoodPorn Published 2014 Author Karen Fewell @DigitalBlonde
    5. 5. Karen Fewell @DigitalBlonde@DigitalBlonde Angry Customer to Brand Advocate
    6. 6. Karen Fewell @DigitalBlonde@DigitalBlonde
    7. 7. Karen Fewell @DigitalBlonde@DigitalBlonde A negative review on social media could lose a hospitality business approx. 30 customers
    8. 8. @DigitalBlonde The Conversation Prism by @BrianSolis
    9. 9. Karen Fewell @DigitalBlonde@DigitalBlonde Social media is about sociology and psychology more than technology Brian Solis
    10. 10. Why do we share food images via social networks? #FoodPsych @TheWebPsych @DigitalBlonde Image @GBChefs | Chef Shaun Hill
    11. 11. Image @GBChefs |Chef Robert Thompson Karen Fewell @DigitalBlonde Karen@DigitalBloindeMarketing.com digitalblondemoments.tumblr.com Nathalie Nahai @TheWebPsych hello@TheWebPsychologist.com thewebpsychologist.com
    12. 12. Image @GBChefs |Chef Robert Thompson
    13. 13. @TheWebPsych @DigitalBlonde Image @GBChefs Which social network do you use most often to share your food photos? #FoodPsych Top 3 for Females 26.15% Facebook 23.08% Instagram 12.82% Twitter Top 3 for Males 15.9% Twitter 9.7% Facebook 6.15% Instagram Instagram was the top network for posting food photos for 18-20 year olds Facebook was the top network for posting food photos for 30 – 39 year olds Twitter was the top network for posting food photos for 40 – 49 year olds
    14. 14. @TheWebPsych @DigitalBlonde Image @GBChefs |Chef Andy Waters When are you most likely to post a picture of food? #FoodPsych
    15. 15. @TheWebPsych @DigitalBlonde Image @GBChefs |Chef Josh Eggleton Would you describe yourself as a foodie? #FoodPsych 81.28% said yes I’m a foodie No = 18.72% “It appears, pretty much anyone can be a foodie these days. I think the extent to which you describe yourself a foodie is relative to your own knowledge. If I compare myself to the people I work with, I am most definitely not a foodie. Compared to the average person, yes I’m a foodie” Karen Fewell
    16. 16. @TheWebPsych @DigitalBlonde Image @GBChefs |Chef Josh Eggleton Why do you take pictures of food? #FoodPsych 0 10 20 30 40 50 60 70 80 90 100 To record an event or social occasion When it’s a special treat Beause it is beau ful and looks like art When it is my friends food To en ce other people to eat the food Because I am proud that I made it myself To congratulate the person who made it Because it is unusual or different To show that I am ea ng healthy food Because it says a lot about me Other
    17. 17. Karen Fewell @DigitalBlonde What is the ROI of me uploading this photo to Instagram and Twitter?
    18. 18. Karen Fewell @DigitalBlonde Imagine 1,000 x £330
    19. 19. Karen Fewell @DigitalBlonde LESS about the food and MORE about the experience Your social strategy needs to be developed with this in mind What do foodservice customers talk about?
    20. 20. Karen Fewell @DigitalBlonde Great British Bake Off
    21. 21. Karen Fewell @DigitalBlonde Comparing the tweet pattern for 3 episodes of Great British Bake Off
    22. 22. @DigitalBlonde @DigitalBlonde #SXSW
    23. 23. You are a storyteller “Some of the best moments in life happen around a table when we are eating with people we love” Joe Perez, Tastemade
    24. 24. Karen Fewell @DigitalBlonde Testing for attention and emotional engagement
    25. 25. Karen Fewell @DigitalBlonde Storytelling and the ice cream shop
    26. 26. Karen Fewell @DigitalBlonde
    27. 27. Karen Fewell @DigitalBlonde
    28. 28. Karen Fewell @DigitalBlonde Why you need to learn more . . . .
    29. 29. Karen Fewell @DigitalBlonde • 2.4bn food queries in the UK last year
    30. 30. Karen Fewell @DigitalBlonde The Power of Data Highlight cause of foodborne Illness
    31. 31. Karen Fewell @DigitalBlonde 1. Who 2. What 3. Why 4. Where 5. When Approach Social Measurement like Starbucks - Constantly measure these + How they impact sales Who is talking about us? What are they saying? Why are they saying it? Where are they saying it? E.g. Facebook, specialist forums When are they saying it? E.g. always on Sunday, just during a campaign
    32. 32. @DigitalBlonde 1. Customer service 2. Experiences worth sharing 3. Learn how to story tell
    33. 33. @DigitalBlonde @DigitalBlonde #FoodPornBook

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