Presented at the FCSI EAME conference in Warsaw. The first of three presentations on social business for foodservice businesses. Stop thinking social media. Understand the psychology of your customer, use data to improve business and offer better customer service and a better experience. #FCSI2013

1. It
is
&me
the
industry
caught
up
with
the
consumer
Karen
Fewell
@DigitalBlonde
Copyright
Digital
Blonde
Ltd

2. “Some
of
the
best
moments
in
life
happen
around
a
table
when
we
are
ea5ng
with
people
we
love”
Joe
Perez,
Tastemade
#FCSI2013
@DigitalBlonde

3. #FCSI2013
@DigitalBlonde
@DigitalBlonde
#FCSI2013

4. #FCSI2013
@DigitalBlonde
Social
Media
Social
Business

5. #FCSI2013
@DigitalBlonde
3
Days
–
3
sessions
Day
1.
It
is
&me
the
industry
caught
up
with
the
consumer
Day
2.
If
chef
is
twee&ng,
you
should
be
too
Day
3.
Your
customers
are
not
searching
for
a
brand

7. Karen
Fewell
@DigitalBlonde
#FCSI2013
@DigitalBlonde
Angry
Customer
to
Brand
Advocate

8. Karen
Fewell
@DigitalBlonde
#FCSI2013
@DigitalBlonde
Brand
Advocate
to
Angry
Customer

9. Karen
Fewell
@DigitalBlonde
#FCSI2013
@DigitalBlonde

10. Karen
Fewell
@DigitalBlonde
#FCSI2013
@DigitalBlonde
A
nega&ve
review
on
social
media
could
lose
a
hospitality
business
approx.
30
customers

11. Karen
Fewell
@DigitalBlonde
The
Conversa&on
Prism
by
@BrianSolis
Principles
are
the
same
whatever
the
network,
whichever
country
you
are
in

12. Karen
Fewell
@DigitalBlonde
#FCSI2013
@DigitalBlonde
Social
media
is
about
sociology
and
psychology
more
than
technology
Brian
Solis

13. Karen
Fewell
@DigitalBlonde
Understanding
Users
• People
treat
social
media
as
an
extension
of
their
own
person
• What
they
post
and
say
is
a
projec&on
of
themselves
• their
beliefs
• their
interests
• their
en&re
iden&ty
• People
will
post
the
content
that
ideally
helps
to
build
the
iden&ty
that
they
want
to
project
• Me
too-­‐ism
+
FOMO

14. Karen
Fewell
@DigitalBlonde
The
listeners
• TwiXer
say
that
40%
of
users
have
never
tweeted
• Shy
and
reserved
characters
are
less
prone
to
share
• Some
are
scared
of
privacy
issues
• Some
are
fearful
of
the
technology

15. Karen
Fewell
@DigitalBlonde
We
talk
about
food
a
lot
on
social
networks
• ‘Top
100
Brands
in
Social
Media
Worldwide’,
restaurant
brands
were
the
most
talked
about
category
in
social
media
• On
Pinterest,
the
food
and
drink
category
has
the
highest
number
of
pins
• Recent
count
there
are
14,017,352
images
on
Instagram
with
the
hashtag
#FoodPorn

16. Why
do
we
share
food
images
via
social
networks?
#FoodPsych
@TheWebPsych
@DigitalBlonde
Image
@GBChefs
|
Chef
Shaun
Hill

17. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
Which
social
network
do
you
use
most
o>en
to
share
your
food
photos?
#FoodPsych
Top
3
for
Females
26.15%
Facebook
23.08%
Instagram
12.82%
TwiXer
Top
3
for
Males
15.9%
TwiXer
9.7%
Facebook
6.15%
Instagram
Instagram
was
the
top
network
for
pos&ng
food
photos
for
18-­‐20
year
olds
Facebook
was
the
top
network
for
pos&ng
food
photos
for
30
–
39
year
olds
TwiKer
was
the
top
network
for
pos&ng
food
photos
for
40
–
49
year
olds

18. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Andy
Waters
When
are
you
most
likely
to
post
a
picture
of
food?
#FoodPsych

19. @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,
preXy
much
anyone
can
be
a
foodie
these
days.
I
think
the
extent
to
which
you
describe
yourself
a
foodie
is
rela&ve
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

20. @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"

21. Karen
Fewell
@DigitalBlonde
What
is
the
ROI
of
me
uploading
this
photo
to
Instagram
and
TwiXer?

22. Karen
Fewell
@DigitalBlonde
Great
Bri&sh
Bake
Off

23. Karen
Fewell
@DigitalBlonde
Great
Bri&sh
Bake
Off
`

24. Karen
Fewell
@DigitalBlonde
Comparing
the
tweet
paXern
for
3
episodes
of
Great
Bri&sh
Bake
Off

25. Karen
Fewell
@DigitalBlonde
How
did
they
send
their
tweet?
`
Saturday
Kitchen
-­‐
Sat
9
Feb
2013
|
10
-­‐
11.30am
GBBO
Tues
17
Sept
2013
|
8
–
9pm

26. Karen
Fewell
@DigitalBlonde
Where
am
I?
Where
can
I
eat?

27. 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?

28. Karen
Fewell
@DigitalBlonde
There
are
more
mobile
phones
in
the
world
than
there
are
toothbrushes
"Phones
aren't
phones.
They're
the
remote
controls
for
our
lives”
@mitchjoel

29. Karen
Fewell
@DigitalBlonde
#FCSI2013
@DigitalBlonde
What
is
the
industry
doing?

30. Karen
Fewell
@DigitalBlonde
Worldwide
conversa&ons
#NeverSeconds
–
22k
men&ons
in
1
day

31. Karen
Fewell
@DigitalBlonde
Encouraging
Food
Sharing
Charity
Dona&on

32. Karen
Fewell
@DigitalBlonde
#FCSI2013
@DigitalBlonde

33. Karen
Fewell
@DigitalBlonde
#FCSI2013
@DigitalBlonde
GEO
Fencing

34. Karen
Fewell
@DigitalBlonde
Tablet
Ordering

35. Karen
Fewell
@DigitalBlonde
The
Power
of
Data
Highlight
cause
of
foodborne
Illness

36. 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
lunch
service

37. Karen
Fewell
@DigitalBlonde
How
Can
I
learn
More?
Day
2.
If
chef
is
twee&ng,
you
should
be
too
Day
3.
Your
customers
are
not
searching
for
a
brand
www.slideshare.net/KarenFewell

38. Karen
Fewell
@DigitalBlonde
Conference
Training
Package
1
to
1
online
training
&
consultancy
from
DB

39. New
Book:
#FoodPorn
Published
2014
Author
Karen
Fewell
@DigitalBlonde