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Takeaways for Restaurants from the Food, Beverage & Hospitality Social Media Summit

Wednesday, September 17, 2014  
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What happens when you fill a room with Marketing and PR professionals from both brands and agencies in the food, beverage & hospitality industry? A whole lot of tweeting and discussion of different strategies and content to answer the age old question “how do we show executives a return on investment?”

 

This was the scene at the Business Development Institute’s Food, Beverage & Hospitality Social Media Summit event that took place in New York City earlier this week. The New York State Restaurant Association was there to lead roundtable discussions and represent restaurants. The event was kicked off with a number of different presentations from AriZona Ice Team, Plated, Piquora, BrandWatch and more. Our top takeaway for restaurants from the morning presentations and roundtable discussions were:

  • Identify who is already engaging the brand that would would make a good ambassador (i.e. Blogger, Photographer, etc). Think of utilizing this ambassador as your partner instead of just a hired hand or employee by offering revenue share  on sales for compensation versus flat payment or project rate.
  • Define and leverage your brand's social media voice. Four components of your voice are personality, tone, language, and purpose. Figure out who you are and who you aren’t. Think about what words differentiate you and if you need a different voice for different channels depending on your audience. 
  • Remember that on Pinterest users are actively looking for new products and photos pinned have a much longer lifespan than any other social media platform. In addition, on Instagram users are looking to open their mind and it’s important to use hashtags in order to capture more viewers.
  • Identify the different types of customers you have and create tailored content. For example, if a majority of your customers visit your restaurant because of your wine program, create a series of videos where your sommelier is suggesting wines for your signature dishes.
  • Curate not just create content! How are you repurposing content that is already being created about your restaurant and brand? For example, curating or gathering the best photos from Instagram each week and reposting on your social networks. Another example for restaurants is to compile a list of all the bloggers who ate and raved about your food then posting on website in testimonials section.
  • Competitor benchmarking and insights help determine the right influencers to target. Who is following your top competitors? What are they commenting and liking? These insights will help you get to understand new customer segments and what type of content you could produce to attract more visitors.
To get a full recap of all the action on social media, check out Business Development Institute’s event rundown on Storify.

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