#HandCSocial is an ongoing project that works across all our media – Website – Newsletter – Social Media – Events – to gain a better understanding of how social media is (or is not) being used across our industry.
BIG Differences in users – From our own use of social media over the past five years we noticed significant differences in how our reader’s at restaurants, hotels, pubs, contract caterers and other foodservice venues and providers use social media.
BEHIND the curve – The adoption of social media by many foodservice venues and providers was and still is in our opinion behind that of their customers. If the businesses our reader’s work at are choosing not to use communication channels that their existing and target customers are we wanted to try and understand why.
WERE our opinions in line with reality – In February 2014 we commissioned independent phone research with our readership. Phone interviews were conducted with 83 companies – restaurants, hotels, pubs, contract caterers and universities – 52 were users of social media and 31 were non users. Most users reported they felt they were doing ‘quite well’ but had ‘room for improvement’ and most non users reported that they lacked knowhow and or the resources to operate. From the users segment we then invited a cross section from different venue types to attend a roundtable event to discuss and explore the effectiveness of their use of social media at the citizenM hotel London in July 2014. The differences were substantial, recognised and agreed on by delegates. They also clearly stated that they wanted more information and more similar events.
DEVELOPING a deeper understanding – In January 2015 we created a survey of what channels foodservice businesses were using and how they were being used.
A copy of the results is available by request – The results further confirmed the BIG differences throughout our sector. The survey was also used to set the agenda for a second roundtable event and delegates were selected from both their survey answers and requesting to attend. From 132 survey completions and 84 requests to attend 16 were invited and attended. We intentionally kept delegate numbers at this level to allow all sufficient time to join in the discussions and post event feedback confirmed this was about the right number. A review of the event can be seen here.
BRINGING thought leaders together – The selection of delegates from their survey responses enabled a forum representative of a wide cross section within our industry using social media – from social media managers of SME’s to board directors of some of the biggest and most influential companies in our industry. We were also delighted when Twitter UK decided to join us. A review of the event can be seen here.
FURTHER developing a deeper understanding – All delegate and sponsor attendees of the February roundtable agreed that there is a need to further develop a better understanding of social media across our industry. The ongoing support of our sponsors has enabled us to create two further London events in July and October and we are launching an event in Manchester at Hotel Football in October too.
Updates will be published in our website and featured in newsletter headlines or join the #HandCSocial conversation on Twitter.
If you are interested in joining any of our events please let us know through the form below.
#HandCSocial provide social media training.
It’s clear from H&C News’ research earlier this year (email us for a copy), and from our RoundTable meetings with a wide range of hospitality managers using social media, that there are many practical difficulties in making social media work effectively for hospitality organisations. And that few are currently measuring the benefits that it brings.
The common theme from all these contacts: we need good training to help us – pragmatic ‘Down to Earth’ Social Media training with zero meaningless jargon.
So – H&C News set about providing the expert, well-communicated, hands-on training that will help.
What will the day cover? What works? Why? How?
- Introduction and discussion on what platforms each trainee uses / how do trainees find it / good experiences/bad experiences
- Introduction to twitter
- Facts and figures: hospitality and catering industry usage
- Importance of Bio and images
- How to start, who to follow, what to say
- The art of engagement; the benefits this can have
- Word of mouth – how twitter can do your marketing for you
- Language / tone of voice. Differences from a range of brands. How it works. What doesn’t?
- Responding. How and why this has an impact
- Images – why important
- Hashtags
- Searching for brand mentions
- Generic search terms – why this matters
- Campaigns. How they fit into the wider marketing plan
- Complaints and how to deal with these
- Facebook. Look at posts / reach / paid for
- Vine
- Reporting and analysing success
- Including case studies, discussions and individual and group exercises
Who’s doing the training?
Vikki O’Neil has 16 years restaurant industry experience, starting at Wagamama in 1999 with only 3 restaurants. As Head of Marketing, Vikki developed the brand both in the UK and internationally, opening 65 restaurants, launching 2 cookbooks & winning a Catey for ‘Best Marketing Campaign’ and a caterer.com award for ‘Best Website’.
Giraffe followed in 2007, launching 43 restaurants around the UK, pioneering social media in the restaurant industry, winning 2 awards for Social Media – Caterer Magazine Web Awards ‘Best Use of Social Media 2010’, and the GoldenTwits ‘Best Business-to-Consumer Twitter Account’.
Vikki has worked with Vapiano, Sticks’n’Sushi, Patisserie Valerie, Tortilla, Gail’s Bakery, Richard Corrigan, and Draft House focusing on social media training as well as general marketing and branding.
Pragmatic, Down to Earth training
You will leave this training day with practical easy to action insights on how to use social media for marketing more effectively.
Feedback from attendees…
“A huge thank you for the training day it helped me in many ways, the case study examples were very useful.” Nikoleta Nagyova, Guest Relations, Online Reputation & Social Media Ambassador – Radisson Blu Hotel London Stansted Airport.
“A truly inspiring day with some great Social Media minds and a terrific trainer. It was so good to share experiences and learn about what really works in Social for Hospitality.” Robyn Sharpe, Digital Marketing Executive, HIT Training
“I really enjoyed it and learnt a lot.” Victoria Togun, PR, Social Media and Editorial Executive, The Springboard Charity.
“I found the social media training day to be an excellent avenue for ideas and discussion around one of marketing’s most challenging channels. Vickie is an exceptional senior marketing professional and I thoroughly enjoyed the day” Arran Robberts, Marketing and Communications Executive, Grant Sous Vide.
What next?
For future social media training dates, please complete the email form below
For information on roundtable events and/or training contact Denis Sheehan on 01344 637912 or send Denis an email.