Driving Foodservice Footfall from Social Media Activity

Driving Footfall via Social Media
Karen Fewell @DigitalBlonde
Copyright Digital Blonde Ltd

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

@DigitalBlonde
@DigitalBlonde
#SXSW

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

Karen Fewell @DigitalBlonde@DigitalBlonde
Angry
Customer
to Brand
Advocate

A negative review on
social media could lose a
hospitality business
approx. 30 customers

@DigitalBlonde
The Conversation Prism
by @BrianSolis

Social media is about sociology and
psychology more than technology
Brian Solis

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

Image @GBChefs |Chef Robert Thompson
Karen Fewell
@DigitalBlonde
Karen@DigitalBloindeMarketing.com
digitalblondemoments.tumblr.com
Nathalie Nahai
@TheWebPsych
hello@TheWebPsychologist.com
thewebpsychologist.com

Image @GBChefs |Chef Robert Thompson

@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

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

@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

@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

What is the ROI
of me uploading
this photo to
Instagram and
Twitter?

Imagine
1,000 x £330

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?

Great British Bake Off

Comparing the tweet pattern for
3 episodes of Great British Bake Off

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

Testing for attention and emotional
engagement

Storytelling and the ice cream shop

Why you need to learn more . . . .

• 2.4bn food queries in
the UK last year

The Power of Data
Highlight cause
of foodborne
Illness

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

@DigitalBlonde
1. Customer service
2. Experiences worth sharing
3. Learn how to story tell

@DigitalBlonde
@DigitalBlonde
#FoodPornBook

Driving Foodservice Footfall from Social Media Activity

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