Expert reveals digital marketing S.E.C.R.E.T

Karen Fewell, aka Digital Blonde, revealed her social media S.E.C.R.E.T

Though social media marketing is rarely one-size-fits-all, operators can follow six best practice rules – the digital marketing S.E.C.R.E.T.

Speaking at the Allegra Marketing in Foodservice conference, digital food marketing expert Karen Fewell, aka Digital Blonde, said she came up with the guidelines after being repeatedly asked what the secret to social media was.

S.E.C.R.E.T

Spark

Continuously spark your audience’s interest by keeping your social media content fresh and interactive.

Entertain

People don’t go on social media to get business news – share entertaining content relevant to your business, but keep in mind that entertaining doesn’t always have to be funny.

Connect

Interact with your customers and put them in touch with other relevant social media personalities to create and grow a community.

Reward

Social media is the easiest way to engage with individual customers. Keep track of regular users, get in touch, thank them for pictures and retweets and make sure they feel rewarded for their custom.

Educate

Social media is a great platform to educate consumers and start debates on topics such as healthy eating, food safety or allergies, promoting a love of food that isn’t detrimental to health.

Trust

Honesty should be at the heart of your social media activity. Whether handling a bad review or commenting on an incident that happened at your venue, always be transparent: the truth always comes out.

Social media myths

With 85 per of social media managers having only held that position for two years or less, understanding this marketing platform is still a work in progress, but Fewell and her panel of experts, including Ed Butcher from Square Meal, Sarah Gray from Mars Foodservice and Thomas Kilroy from BaxterStorey tried to bust some common social media myths.

For example, this type of marketing activity can be seen as costing a lot of money when it’s actually quite cost-effective. The idea that you must get it right from the first go can also be debated due to the short-lived nature of social media content – Twitter users only see one eighth to one fifteenth of messages on their feed.

However, operators starting to use social media should not underestimate the amount of work required to make it a successful marketing tool. “You need to always think about the potential downside of everything you post,” said Kilroy.

Mobile phone food revolution

Fewell pointed out how important it is for food operators to engage with customers on social media, with 9.2m Twitter mentions of food in the UK over the last year, and 92 per cent of consumers trusting word of mouth more than advertising.

“Jamie Oliver said the real food revolution will come from the mobile phone. I agree, but I think the real insight is in what people are sharing about food from their mobile every day,” she said, adding that the number one rule in social media marketing is to listen to your audience.

#Socialchef

Fewell reminded the audience of the #Socialchef survey conducted by Mars Foodservice, pointing out that chefs “are the social stars of the hospitality industry”. The survey revealed that 63.1 per cent of chefs believe social media should be part of their training.

Mars Foodservice's Sarah Gray explained that as consumers become more evolved in social media, they realise that other people’s opinions can differ from theirs, and are therefore more likely to be influenced by what chefs’ online personalities than by reviews.

Stories from the dinner table

Finally, Fewell pointed to psychiatric evidence showing that what triggers a purchase is a story, not a product, and explained that social media is the perfect place to share stories and experiences. Digital Blonde and Square Meal are now launching a campaign called ‘Stories from the dinner table’, encouraging customers and operators to share more than just food pictures and comments online.

“What did you talk about during dinner? What happened while you were at the restaurant? We want people to start painting a more comprehensive picture of the experience,” she said.

Related News

TripAdvisor has just released its travel trends for British travellers this summer and results show that staycations are going to be popular

Summer trends: all about staycations

Chefs are increasingly using the #foodporn trend to their advantage

60-Second Skill: Using #foodporn to your advantage

Social media success requires effort and commitment

How to make social media benefit your hospitality business

Adding descriptions to photos can increase desire and make a dish seem more appetising.

#Socialchef: Storytelling key to enticing diners in

Going social? The debate covered how to create authenticity with digital innovation

#Socialrestaurant: Digital marketing tips from industry experts

BluSky Marketing found that hotels are still failing to leverage social media effectively

Hotels must embrace technology, warns expert

With the rise of social media people frequently photograph food to share on social media and this can be harnessed by operators to create and enhance brand awareness says Digital Blonde's Karen Fewell

Generation Y demands a marketing story

Chefs are divided over whether food pictures at restaurants should be banned, but should they be getting involved themselves?

#Socialchef at Hotelympia: How can social media help chefs?

#RestaurantWeek will take place on Twitter on 2-8 June 2014

Let's get social: Twitter launches #RestaurantWeek to help promote industry

#RestaurantWeek kicks off Monday 2 June

#RestaurantWeek: Over 1,000 venues set to participate in Twitter event

The #AskMark Twitter Q&A with chef Mark Sargeant took place on Monday, 31 March between 2-3pm

#AskMark: Our inspiring Twitter Q&A with Mark Sargeant reviewed

Social enterprise: Twitter has fast-become the go-to networking site for a large proportion of the restaurant industry

#SocialRestaurant: How to use Twitter effectively

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.