Thai Food in SF: pinterest
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The document discusses strategies for using Pinterest boards to promote food tours and restaurants in San Francisco. It analyzes the effective and ineffective tactics used by two existing boards, SF Food Tour and Eat24.com. It then provides recommendations for how the boards could link content across social media platforms like Twitter and blogs to increase awareness, drive traffic, and boost sales.
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Thai Food in SF: pinterest
- 1. Piyanuch Kangwankijwanich (Tu) MKT 396V (Marketing and New Media) Fall 2012 Instructor: Dr. Jan Ahrens
- 2. SF Food Tour, http://pinterest.com/stefbarnes/sf-food-tour/ Audience: Tourists who think great food is memorable traveling experiences Strategy: create awareness about interesting restaurants (just hobby, no selling) Tactics Effective •Create fascinating board name: Short but specific and meaningful •Offer information audience need: signature dishes & restaurant’s locations •Pin many types of restaurants & many locations Ineffective •No social media of integration •Pin pictures of the restaurant interior designs instead of food
- 3. SF Food Tour, http://pinterest.com/stefbarnes/sf-food-tour/ Pins Effective Ineffective •Describe pins in short compelling words which are easy to tweet •Encourage audience to search for more information by emotional words •Link images to useful sources, the restaurant’s websites or restaurant recommended blogs •No participations with followers •All images link to other people’s sites, not hers •Less frequency pinning Click
- 4. Eat24.com, http://pinterest.com/eat24hours/the-thai-in-san-francisco/ Audience: San Francisco people who like Thai food & electronic ordering services Strategies: Create awareness, Drive traffic, Boost sales by linking to its website Tactics Effective Ineffective •Enhance brand recognition: consistency in logo & URL •Co-promotion with partner restaurants •Less engagement with customers Click
- 5. Eat24.com, http://pinterest.com/eat24hours/the-thai-in-san-francisco/ Pins Effective Ineffective •Appetizing food photos and concise description, easy to retweet and good for mobile phone users to view onthe-go •Few restaurants •No participations with followers •Less frequency pinning
- 6. My pinning recommendations SF Food Tour “Monte Cristo of MAMA’S, best sandwich in SF ever! Prove it yourself at 1701 Stockton/Filbert&N.Beach. Be early to avoid the long line.” Eat24.com “Why did Thep Panom #Thai restaurant name this dish as crying tiger? Meet your answer here, sanfrancisco.eat24hours.com.” Rationales •Recommend signature dish •Use superlative word to grab attention •Pin the address •Warn audience about the long line Rationales •Contrast food name and nice photo to create curiosity •Increase the website exposure •Build relationship with restaurants by posting about them
- 7. Thai Food in SF, http://pinterest.com/thaifoodinsf/ Goal: Boost brand recognition & be consistency/relevance in all social media Ex use same username, URL, logo, biography as Twitter Audience: Thai food lovers who are willing to try or cook special dishes Strategy: Create awareness about Thai restaurants in San Francisco Tactics 1. Categorize boards 2. Create attractive board names 3. Add “Thai” into boards to easy searching 4. Integrate with other social media 5. Follow liked-minded pinners 6. Engage with others by clicking like, repin & comment
- 8. Thai Food in SF, http://pinterest.com/thaifoodinsf/ Change 1st tweet to Tactics 1.Clearer & shorter 2.Easy to tweet 3.Link with Yelp 4.Attractive words 5.Nice photo Change 2nd tweet to Tactics 1. Use # and @ for Twitter 2. Highlight “happy”, capitalize “half price” 3. Fix grammar errors 4. Link to oshathai.com
- 9. Thai Food in SF, http://pinterest.com/thaifoodinsf/ Tactics 1. Surprise audience with real recipe 2. Attract audiences with “the most” & “CNNGo.” 3. Encourage like & repin by emoticon 4. Adapt to twitter Tactics 1.Co-promotion with the restaurant 2.Use # and @ to tweet 3.Link the pinned picture to my new blog 4.Add Pinterest to my blog 5. Create infographic to enhance an exposure of my other social Media 6. Linked the infographic to the yelp website
- 10. Thai Food in SF, http://pinterest.com/thaifoodinsf/ Tactics 1. Surprise audience with real recipe 2. Attract audiences with “the most” & “CNNGo.” 3. Encourage like & repin by emoticon 4. Adapt to twitter Tactics 1.Co-promotion with the restaurant 2.Use # and @ to tweet 3.Link the pinned picture to my new blog 4.Add Pinterest to my blog 5. Create infographic to enhance an exposure of my other social Media 6. Linked the infographic to the yelp website
Editor's Notes
- Surprisingly enough there has not much content of recommended restaurants or bars in Pinterest compared to other social media. I started searching from the word “Food” but most of content is recipes. So, I changed the keywords to “Food Tour” and found “SF Food Tour.” Its URL is http://pinterest.com/stefbarnes/sf-food-tour/. I selected this site because the area of recommended places is as same as mine. As of October 19, 2012, the author, Stephanie Barnes, pinned 23 pins and has 79 followers. According to Stephanie’s words, “The places I always recommend to visitors,” I assume that the targeted audiences are tourists. They probably come from other cities in the U.S. or around the world, but I assure that they are more likely to be food lovers who are willing to try new dishes. Great food is also memorable traveling experiences for them. They maybe middle class, age between 20-45 who like easygoing adventure. Strategies From a consumer’s perspective, pinning pictures and leaving short recommendations on Pinterest is probably Stephanie’s hobby. Therefore, her strategy is to create awareness about interesting restaurants for the audiences. She does not intend to create income from pinning, so this might be the reason why she does not engage with her followers. On the other hand, from a marketer’s perspective, Stephanie could generate revenue from her resourceful pins. For example, she could be a partner with tablehopper.com or restaurants which she pinned about. Or else she could be a profitable publisher herself by attracting advertisers who are interested in her hobby and making profit from their advertising spending. Tactics Good tactic is the board name, SF Tour Food. It is short but specific and meaningful to targeted audiences. Most of Stephanie’s pins include the two basic information food lovers need, signature dishes and the restaurant’s locations. Moreover, she pins many types of restaurants in many locations around the San Francisco and thus, the audiences will see a variety of options and select the restaurants they like. Ineffective tactic is the none of integrated social media. Stephanie can promote her presence on Pinterest through her blog, Twitter, Facebook, Linkedin, and Google+. Even though her photos are nicely done, she should pin food photos along with restaurant photos. This is because many food lovers are concerned about the food quality more than the restaurant interior designs.
- Pins The advantage of Stephanie’s pins is her short compelling descriptions that are easy to tweet. Her emotional words encourage her audiences to search for more. Additionally, all pinned images are linked to useful sources like restaurant’s websites or restaurant recommended blogs. To have more fascinating pins, she should participate with her followers. Stephanie should start giving feedback to pinners who comment or repin her pins. Although she gives her opinions about the food and restaurants, audiences are not convinced when she pins from others’ content. I think she will have more trustworthiness and credibility if she pins her own content. For instance, one of her post is gone because the link has been removed by Pinterest. If she pined from her own blog, she would have been able to control her pins. Frequency The last time Stephanie pinned to this board is 31 weeks ago. She could have more followers and repins if she has high pinning frequency. Nevertheless, pinning is only her hobby. I think it is fine for her to have less pins. If she wants to make money, then yes, she has to pin more often.
- After searching for food content, I believe that Pinterest can be a great opportunity for lifestyle publishers, restaurants, and hotels. For Thai food content, I searched from various key words such as Thai food, Thai restaurant, and Recommended Thai restaurant. I ended up with key word as simple as “Thai.” I selected Eat24.com because it is a well-known food delivery company whose services cover many cities in the U.S. including San Francisco. Owing to similar content offerings, this company can be my competitor. As of October 19, 2012, Eat24.com has 63 boards, 5,020 pins, and 708 followers. It has several Thai food boards, so I will focus only on The Thai in San Francisco board or http://pinterest.com/eat24hours/the-thai-in-san-francisco/ which has 92 pins and 457 followers. The audiences of Eat24.com’s the Thai in San Francisco board are San Francisco people who like Thai food and electronic food ordering services. They love a convenience, a fast response, and accuracy, thus Eat24.com is a good choice for them when they do not want to dine out or cook. They can also impress guests by delicious food catering when they have seminars, meetings, or parties. Strategies From a consumer’s perspective, Pinterest creates awareness. Unlike the official website, consumers can see food images before ordering. The beautiful photos can create appetizing moments and encourage viewers to order the food. In a marketer’s perspective, Pinterest can both drive traffic and boost sales for Eat24.com. When consumers click images from Pinterest, the links will connect to either restaurant websites or Eat24.com and order the food right away. Only a few clicks help consumers not to waste their time and energy searching for their favorite food. The faster and easier ordering the company can provide, the more loyal customers and more profits it will have. Tactics The good tactic is the consistency of the profile logo, the URL in browser (http://pinterest.com/eat24hours), and the URL for San Francisco location (san-francisco.eat24hours.com). This enhances brand recognition. Another good tactic is a co-promotion with the partner restaurants. The links to restaurant’s websites allow viewers to search for more information about the restaurants while Eat24.com owns the order page of all partner restaurants. Ineffective tactic is the engagement between Eat24.com and its customers. For instance, the company can increase traffic of both Pinterest and its website by asking customers to pin their delivery food. The most repin images will get incentives like discount or free delivery. This will motivate pinners to join the contest and also be Eat24.com customers.
- Pins The advantages of Eat24.com pins are the appetizing food photos and concise description. The short explanation makes the progress of retweet easy because Twitter allows users to type only 140 characters. Beside, it is good for mobile phone users when they view content on-the-go. Although Eat24.com has 92 pins, most pins are from only a few restaurants. I think the company should post images from all partner restaurants as in Eat24.com. The restaurants which have deep bonds with the company may be pinned at the top of the Pinterest pages and have many pictures of menus. Finally, the company should say thank you to followers who repin or leave comments. Frequency Eat24.com has a very low pinning frequency. As of October 20, 2012, the latest pin is 32 weeks ago. If Eat24.com does not have new content, it can repin old pins to create awareness on the Pinterest homepage. In my opinion, Eat24.com should ask for new content from the partner restaurants such as new items, new promotions, new branches and so on. Having new pins regularly in the Pinterest feed can encourage audiences to click and order.
- My pinning recommendations SF Food Tour I will post food images along with the description as “Monte Cristo of MAMA’S, best sandwich in SF ever! Prove it yourself at 1701 Stockton/Filbert&N.Beach. Be early to avoid the long line.” I recommend the signature dish of this restaurant that has never let me down. The superlative words can grab audience’s attention. I encourage audiences to try the food by pinning the restaurant’s address. However, my concern is the waiting time, so I warn my audiences through my pin. Eat 24.com I will pin the word as “Why did Thep Panom #Thai restaurant name this dish as crying tiger? Meet your answer here, san-francisco.eat24hours.com.” I will also pin beautiful food photo from the restaurant. Since the food name contrasts with a nice photo, audiences will be curious about this menu. URL will increase the website exposure. Finally, promoting restaurant name is the way to build relationship with real Eat24.com clients.
- To enhance brand recognition , the project name is adapted to the username and the URL, http://pinterest.com/thaifoodinsf/. I also reuse my Twitter’s brand identities, the logo, and the biography, to Pinterest. Doing so, my social media will be consistency and relevance. My audience is the middle class who live in the big cities around the world. They like Thai food and willing to try or cook special dishes. They are looking for a good guide which recommends awesome places, menus, and recipes. Some of my audiences may be food bloggers. Therefore, creative as well as tasteful meals can inspire them to share my content with their fans. My strategy is to create awareness about Thai restaurants in San Francisco to my followers. As Thai food is my preference and my culture, I am proud to share my content for interested people. Tactics 1.I categorize the boards by the types of food including drinks, appetizers, salads, soup, entrées, rice, noodle, desserts, and pins I like. 2.Board names sound attractive by homophone, emotional catchy words, and benefits of particular food such as “Drink Drank Drunk” means beverage genres from juice to alcohol. In addition, descriptions in each boards are crafted to fit the board name. 3.I add the “Thai” into all my boards because it is the most popular keyword when people search for Thai food. Consequently, Thai food lovers in Pinterest can find my site from all sources, pin, board, and people. 4.I integrate my blog and my Twitter with my Pinterest. My fans can select and follow the channels they prefer. 5.I follow liked-minded pinners when my boards have some interesting content. When they found out that my pins are attractive, they can follow me back. 6.I create an engagement with other pinners by clicking like button, repin, and comment.
- Since I worked with Betty and adapted her topic for the Facebook assignment, I did not have my topic on Facebook. For this reason, I will rework my two tweets from Twitter. After I finished pinning, I will retweet both of my pins. I changed my first tweet from “Floatin w #yummy angel wing @SaiJaiThai 771 O'Farrell/Larkin. Most affordable authentic #thaifood http://tiny.cc/avgalw pic.twitter.com/AzCWPSMI” to Pinterest: #yummy wings @Sai Jai Thai, the most affordable authentic #thai restaurant Twitter: #yummy wings @Sai Jai Thai, the most affordable authentic #thai restaurant http://pinterest.com/pin/309622543101318755/ …via @pinterest My rationales are: 1.To be clear. Due to grammar errors, I revised words as “wings”, “the most”, and “thai restaurant” I also added space between the restaurant name, Sai Jai Thai, for easy reading. 2.To be concise. I cut redundant words and unnecessary abbreviations, “Floatin w” and “angel.” Besides, I removed the restaurant address, website link, and picture link to make the pin shorter. 3.To be implemented in other social media. I kept # and @ for Twitter’s finding functions. I linked the yelp’s webpage to the picture because it is a useful source. 4.To make the pin attractive. I kept “yummy” to represent a good feeling when people are having good food. Plus, I kept my beautiful photos because it looks delicious. I changed my second tweet from “#happy hr w MaiThai. #halfprice food&beverage @Osha 4 Embacadero center (lounge). Mon-Sat 5-9pm. http://tiny.cc/tqhalw pic.twitter.com/1I7J8ips” to Pinterest: Having #happy hour with Mai Thai. #thai food and beverage are HALF PRICE @Osha, Embacadero Center4 location Twitter: #happy hour with Mai Thai. #thai food and beverage are HALF PRICE @Osha, Embacadero Center4 location https://pinterest.com/pin/309622543101319010/ … via @pinterest My rationales are: 1.To connect with other social media. I kept # and @ for Twitter usage. I replaced business hours, website link, and picture link by the restaurant’s URL. When followers click the image, they will see all the information in the website link automatically. 2.To grab audience’s attention. I highlighted “happy” and capitalized half price to make them outstanding. 3.To be clear on message. I changed abbreviations to “hour”, “with”, “and”. Due to grammar error, I added “Having”. 4.To inform audiences about the popular drinks of Osha. I kept “Mai Thai”, the Thai signature cocktail. Apart from that, I mentioned about the location because Osha thai restaurant has 7 branches and only Embarcadero branch which offers special discounts.
- My first post is “Share us your favorite #Thai food, image or comment, to get a half price of mango sticky rice @Noodle Bar & Grill” My goal is to get responses from pinners. My strategy is to create a relationship with followers. My tactics are: 1.Co-promotion with the restaurant. The discount is an incentive to motivate pinners to participate with my pin. 2.Use # and @ to tweet as well. My tweet is “Share us your favorite #Thai food to get half price of mango sticky rice @Noodle Bar & Grill http://pinterest.com/pin/309622543101319342/ … via @pinterest” 3.Adapt content to each social media. I used the above pin to Pinterst but removed “,image or comment,” in Twitter because the sentence is too long. However, it won’t effect Twitter users much because they type more than they post pictures. 4.Link the pinned picture to my new blog, http://thaifoodinsf.wordpress.com/. I gave a credit to the restaurant by writing about their food and adding link to their website. 5.At the bottom of my blog, I added sharing icons that allow readers to share this page via Wordpress, Twitter, Facebook, Pinterest, and email. My second post is “No more secret recipes. Our chef reveals how to cook Massaman curry, the most #delicious food claimed by CNNGo. Like and repin are pleasure :D” My goal is to have likes or repins. My strategy is to engage with pinners who like to cook. My tactics are: 1.Surprise my followers. Basically, amateur cooks want to cook like the restaurant. In contrast, chefs are not willing to give their secret recipes to anybody. For these reasons, my followers will be surprised that the Thai Food in SF is really giving them a real recipe. 2.Attract audiences with superlative nouns, “the most”, and credible source, “CNNGo.” Here is the link to my source, http://www.cnngo.com/explorations/eat/worlds-50-most-delicious-foods-067535?page=0,2. 3.Encourage viewers to like and repin by adding a nice emoticon. 4.Adapt to twitter by adding # and tweet from Pinterest page. My tweet is “No more secret #recipes. Our chef reveals how to cook Massaman curry, the most #delicious food says CNNGo. http://pinterest.com/pin/309622543101323967/ …” However, I cut the like, repin, and pinterest link because the sentence is too long for Twitter. Followers can search for more information if they click on the picture anyway. 5.Add the logo, Twitter icon, and Wordpress icon to my infographic to enhance an exposure to other social media of the Thai Food in SF. The site I created my infographic is http://piktochart.com/ 6.Give credit to my sponsor, Siam Spoon Thai cuisine. I also linked the infographic to the yelp website in case my followers want to search for more information.