ArabNet Digital Summit 2012, March 27 - 31. Industry Day, March 28, Social Media in F&B; The Alleyway Group, by Ziad Kamel, CEO.

1. Eat & Drink Social Media
Social Media in the F&B Business

2. Who Am I?
• Twitter Handle: @ziadkamel
• AUB Grad with a BBA in Business Administration
• Masters in Marketing Management from University of Surrey, England
• Worked in Leo Burnett Beirut for 5 years
• Started my first company in 2005 in Beirut
• Founder/CEO of The Alleyway Group
• Treasurer of the Syndicate of Owners of Restaurants, Cafes, Nightclubs &
Pastries in Lebanon (elected in 2010)

3. @The_Alleyway

4. Social Media
BEFORE Social Media
1 unhappy customer tells 7 people
AFTER Social Media
1 unhappy customer tells ∞ people

5. Social Media
• Instant Damage Control
• Make Immediate Decisions
• Respond to Questions Quickly & Directly

6. Know Your Customer
BEFORE Social Media
Customer → Waiter → Manager → Head
Office → More Staff → CEO
AFTER Social Media
Customer → CEO

7. Marketing Communication
Traditional Media Social Media
• Difficult to monitor results • Likes, Re-
Tweets, Comments, Sharin
• Difficult to reach the target g
• Rigid • Direct Targeting
• Perishable, not continuous • Flexible
• High Cost • Everlasting, continuous
• WTF is Viral? • Low Cost
• Viral

8. Viral Marketing
Gorilla Rampaging in Gemmayze
http://www.youtube.com/watch?v=DvhLK2e3rb4

9. Increase Top of Mind Awareness
• Social Media Increases TOM Awareness
• Create a Brand Personality: likable, friendly,
honest, relevant to the brand
• Speak to your target regularly: post photos,
events, videos, stories, replies, news
• Stay relevant, up to date with topics, trends,
discussions, competition

10. Social Media in the F&B Business
“If you are not on Social
Media, you don’t exist”
@ziadkamel