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Social Media for Culinary Tourism Ayngelina Brogan, Michael Hodson May 14, 2014
+Culinary Tourism not a Trend
n 'In Ireland, tourist expenditure on food and drink in 2009 was close to €2 billion, represen;ng the largest significant component of individual visitor expenditure and exceeding the average spend on bed and board.' (Fáilte Ireland Na/onal Tourism Framework Strategy 2011-‐2013)
n Culinary/food tourism is not limited to gourmet food; the WFTA reports that "gourmet" comprises 8.1% of culinary travelers.
+It’s not about Michelin stars
Food travelers simply like good food and drink
experiences rather than fine dining.
+Culinary Tourists are Affluent
n Concerned about origin of products, want it to be local
n Will spend money for unique experiences
n The Anthony Bourdain moment
n Will recommend specific restaurants and stores to friends
n Will return to loca;on if they feel connec;on
+What Food Hunters Want
n Local cuisine
n Connect with locals n Food is a way to connect with locals, overcome language barrier
n Cooking classes, market tours, homestays
n Recipes to bring home
n Meet the people behind the food
n An insider’s view – make it local
+How to Begin
n Know your current customers
n Know your region
n Think about experiences that make sense for your business
n What is your story – around for genera;ons or a new business?
+Not about competing but working together
n Don’t be afraid to recommend compe;tors
n Restaurants can work together, if people like one they will trust recommenda;on to another. n Form like-‐minded groups, share your recommenda;ons with others
n In OZawa, Canada 5 restaurants with a modern focus promote each other on their websites and back of business cards.
n The Beehive Hotel in Rome created a guide with its picks for visitors but it’s free for anyone on its site.
+It’s all about the photo
Culinary tourists stay connected on vaca;on, they share their finds with friends at home.
Taking photos of all of their meals and pos;ng them at the table, culinary tourists are gra;fied by sharing almost as much as consuming.
Ge^ng photos of or with the chef or farmer is the ul;mate prize.
For operators it gives a sense of ;me and place. Why your business is special and different than others. Find opportuni;es to make this happen.
n 100 million monthly active users.
n 40 million photos per day.
n 8,500 likes per second.
n 1,000 comments per second.
+Quick Tips
n Post daily
n Interact often
n Use hashtags
n Keep your Instagram caption word count under 140 characters so you can post to Twitter.
n Use natural light, no flash!
+Instagram: Promote Events
+Instagram: Establish Credibility
+What to share?
Character
n The restaurant atmosphere during a busy hour.
Food
n Most photogenic, colourful food.
Insider Access
n Who is the chef and employees, what happens behind the scenes.
n Producers, ingredients, the process.
+More Ideas?
n Uncork a wine bottle, pour into a glass, and raise it to salute the weekend
n Introduce diners to your chef at work in the kitchen
n Ask diners for reviews (get permission before posting!)
n Show a "before" shot of ingredients, the food prep process, and the final dish being served
+Great Instagram Video
+Facebook Tips
n Think about why people come to your site: 1) location 2) menu 3) contact info
n Photos! Photos! Photos!
n Special offers for Facebook Fans n Partner with other businesses for discounts
n Small contest incentives n (e.g. free app to indentify food item)
+Get Feedback
Consumers may not feel comfortable giving praise or critique in person, Facebook is an easy way to get their review.
+How to Deal with Disappointment
n The person working with customers should ac;vely ask for reviews on Facebook and TripAdvisor if they liked their experience.
n Complaints and disappointment are inevitable.
n Respond to complaints n TripAdvisor studies show that when a company responds readers trust the company more than the poster.
n Food is very personal and people will understand. Not responding signals the company doesn’t care once the customer spends their money.
+Brindisi’s Challenge
n Travelers come to Italy several ;mes in their life;me, the first trip oben being Rome/Venice/Florence, then Cinque Terre or Sicily.
n How can we encourage people to visit Brindisi when they may not know it, how do we convince people to come here instead of San Marino
n Brindisi is the hidden gem. It is the travelers’ secret. It is where people go who “are in the know”. It’s a special place not overrun by tourists.
n Experience the uncrowded. Where you can have a truly Italian experience, dining in local places and mee;ng locals.
n Give people a reason to come, is this weekend a peZole fes;val where everyone features their best, what local fes;vals could be more accessible to tourists?