“Las decisiones gastronómicas están cada vez más impulsadas por TripAdvisor, Facebook, Google & Co.” Presentación de Günter Exel, Marketing Consultant from Austria and member of the International Consulting Network, eTourism consultancy Tourismuszukunft en el I Congreso Internacional de Turismo Gastronómico

1. 1st INTERNATIONAL CONGRESS ON GASTRONOMIC TOURISM, PAMPLONA
1
Günter Exel, Tourismuszukunft
Pamplona, February 22nd, 2018
SOCIAL SAVOURS
THE DIGITAL FACE
OF FOOD TOURISM

2. 2
ESTE ES LUIS

3. 3
LUIS WONDERS WHY
HIS RESTAURANT DOES NOT
ATTRACT NEW CUSTOMERS …

4. DIGITALLY MINDED? OF COURSE!
LUIS HAS A WEBSITE – AND IT‘S EVEN
MOBILE FRIENDLY …

5. LIKE YOU ALL HAVE
MOBILE FRIENDLY
WEBSITES, TOO …

6. DO YOU HAVE
MOBILE FRIENDLY
WEBSITES?

7. DO YOU HAVE
WEBSITES
AT ALL?

8. 8
Mastertextformat bearbeiten
NO, LUIS DID EVERYTHING RIGHT …
YET HIS RESTAURANT DOES NOT
ATTRACT NEW CUSTOMERS!

9. HEY, LUIS HAS GREAT REVIEWS
FROM CULINARY GUIDES!

10. TRAVELLERS ARE RELYING
MORE ON DIGITAL INSTANCES THAN
ON ANALOGUE INFORMATIONS

11. DINING DECISIONS ARE TAKEN
ON THE SPOT AND ARE INFLUENCED
BY FELLOW TRAVELLERS

12. SO IT‘S ALL ABOUT TO
BE FOUND ON THE WEB …

13. … AND TO PROFIT FROM
WORD OF MOUTH

14. 14
WHAT CAN LUIS DO?
LET ME GIVE YOU SOME IDEAS …

15. 15
BE PRESENT LET YOUR
CUSTOMERS FIND YOU
Be present on those platforms where the
social traveller gains his inspirations!

16. BE PRESENT
IN SEARCH
AND SOCIAL
Display your restaurant the
best possible on multiple digital
channels
16

17. 17
BE PRESENT ON GOOGLE
WEB SEARCH
Google My Business:
Register and update
your data on
google.es/business

18. 18
BE PRESENT ON GOOGLE
WEB SEARCH

19. 19
BE PRESENT ON GOOGLE
WEB SEARCH

20. 20
DATA ARE SOCIAL – AND YOU
CAN DO A LOT TO INFLUENCE THEM!

21. 21
BE PRESENT ON
SOCIAL MEDIA
Social Media:
» Instagram: highly inspirational for new
clients – great to be found through
hashtags in connection with product, topic
or place
» Facebook: ideal for staying in touch with
steady customers – but also an local
platform!
» Twitter: Important if you focus on hashtags
– but also a great multimedia tool!

22. 22
BE PRESENT ON THE MOST
IMPORTANT PLATFORMS
Search Engines:
» Google My Business: one-time registration
Rating Platforms:
» TripAdvisor: the one-stop-show for many
travellers
» Yelp: app/platform for local businesses
» ViaMichelin.es: 13 top restaurants
» Ratings on Google and Facebook
» BE SOCIAL

23. 23
BE PRESENT ON APPS LIKE
YELP, TRIPADVISOR OR MINUBE

24. 24
BE PRESENT ON APPS LIKE
YELP, TRIPADVISOR OR MINUBE

25. 25
BE PRESENT ON APPS LIKE
YELP, TRIPADVISOR OR MINUBE

26. 26
BE PRESENT ON FACEBOOK PLACES
YOU CAN‘T AVOID IT!

27. 27
BE PRESENT ON FACEBOOK PLACES
YOU CAN‘T AVOID IT!

28. 28
BE PRESENT ON GOOGLE TRIPS
AND BE AWARE OF THE RATINGS!

29. 29
BE PRESENT FOR
ALEXA, SIRI & CO

30. BE PRESENT
AND PROVIDE
YOUR DATA!
Check out
http://schema.org/Restaurant
and set informations for
address and contact data,
opening hours, reservations,
cuisine highlights, star
ratings…
30

31. 31
BE SOCIAL
TALK TO YOUR GUESTS
Engage with past and potential customers on
social media channels and rating platforms

32. 32
BE SOCIAL ON
SOCIAL MEDIA
Social Media Platforms:
» Instagram, Facebook, Twitter
» Storytelling with Instagram Stories,
Facebook Stories,
Twitter Moments, Messenger
Day …
» Reviews on Facebook, Google+
» Rating Platforms like TripAdvisor, Minube
etc.
» Updates per Messenger: WhatsApp,
Facebook Messenger (m.me/YOURNAME),
Reservations per Chatbot

33. 33
BE SOCIAL ON INSTAGRAM WITH
INSPIRATIONS AND DISCOVERIES

34. 34
BE SOCIAL ON FACEBOOK WITH
INFORMATIONS AND DIALOGUES

35. 35
BE SOCIAL
STORYTELLING
VIA „STORIES“
Instant experiences,
shared via Facebook
Stories, Instagram Stories,
WhatsApp Status,
Messenger Day …

36. Have an eye on …
#TripAdvisor
#Facebook
#Google
36
BE SOCIAL
MONITOR
WHAT IS SAID
ABOUT YOU

37. 37
BE SOCIAL ON TRIPADVISOR
EXPLAIN DASHED EXPECTATIONS

38. 38
BE SOCIAL ON FACEBOOK
DON‘T IGNORE YOUR GUEST‘S FEEDBACK!

39. 39
BE SOCIAL ON GOOGLE – DON‘T
UNDERESTIMATE THE POWER OF GOOGLE!

40. … and don‘t be afraid to respond
#quickly
#respectfully
#honestly
40
BE SOCIAL
DON‘T BE
AFRAID OF
CRITICISM!

41. 41
BE SOCIAL REACH OUT &
LEARN FROM YOUR
GUESTS!

42. Source: http://www.independent.co.uk/life-style/food-and-drink/the-shed-at-dulwich-was-london-s-top-rated-
restaurant-just-one-problem-it-didn-t-exist-a8107791.html
42
BE SOCIAL – BUT DON‘T CHEAT
WITH FAKE REVIEWS!

43. 43
BE SOCIAL YOU DON‘T NEED
APPS LIKE STARBUCKS BARISTA!
Source: https://techcrunch.com/2017/01/30/starbucks-unveils-a-virtual-assistant-that-takes-your-order-via-messaging-or-voice/

44. 44
BE SOCIAL ON FACEBOOK
MESSENGER AND WHATSAPP
Sources: http://torrepoblado.com/, https://www.diegocoquillat.com/el-restaurante-en-el-que-puedes-pedir-la-cuenta-por-whatsapp-entrevista/

45. 45
CHATBOTS
PERSONAL
RECOMMENDATIONS
Suggestions for travel,
accomodation and
activities via messenger
„I am looking for a
restaurant in Pamplona …“

46. 46
BE EXCITING CREATE
CULINARIC
EXPERIENCESGive your customers something to talk about – and be visible
on social media and special interest platforms!

47. 47
BE EXCITING AND CREATE FOOD
TOURS OR COOKING CLASSES!

48. 48
BE EXCITING AND CREATE FOOD
TOURS OR COOKING CLASSES!

49. 49
BE EXCITING AND ASK YOUR
GUESTS TO TALK ABOUT YOU!
Social Media:
» Communicate your profiles
» Ask for sharing
» Reshare on your own profiles
» Communicate hashtags
» Use social walls
Acitivities Platforms:
» Monitor your presence on TripAdvisor & Co
» Ask for ratings

50. BE EXCITING
HOW‘S YOUR
INSTAGRAM-
ABILITY?
#Your Restaurant is a stage!
#Facilitate sharing & reshare
#Communicate hashtags
50

51. 51
BE EXCITING AND
YOUR CUSTOMERS
WILL SHARE

52. 52
BE PERSONAL MAKE
GUESTS TALK ABOUT
YOU!Don‘t underestimate the power of private communication via
messengers like WhatsApp, Facebook Messenger & Co.!

53. 53
WHATSAPP
PERSONAL
RECOMMENDATIONS
Inspirations through
culinaric experiences of
friends and family
„I want to experience
that, too …“

54. BE PERSONAL
MAKE IT EASY
TO SHARE
#Presence on Web & Social
#Location on Facebook & Co
#Instagrammability
#Hashtags
#Be a great host!
54

55. Gracias por tu hospitalitad, Cafeteria S'Entrada, Santa Eugènia/Mallorca! 55
BE PERSONAL YOUR
GUESTS SHARE THE
LOVE!

56. 56
BE YOURSELF CREATE
YOUR UNIQUE STYLE
Give your customers something to talk about!

57. 57
YOU DON‘T HAVE TO
BE A STAR …

58. 58
DON‘T HAVE TO MESS
AROUND WITH VR …

59. 59
BUT BE YOURSELF AND
SHOW WHO YOU ARE

60. 60
BE YOURSELF
THAT’S ME …
THANKS!GÜNTER EXEL
TOURISMUSZUKUNFT
Presentation on Slideshare
www.bit.ly/pamplona18
Twitter: @guenterexel
www.tourismuszukunft.de/guenterexel