The document discusses the South Beach Food & Wine Festival, which is a 4-day annual event celebrating its 15th year in 2016. It attracts over 60,000 guests and raises $20 million for FIU's hospitality program. The festival utilizes Facebook, Twitter, and Instagram to promote the event. It analyzes the festival's social media presence, noting strengths like a large Facebook following but also weaknesses like lacking separate Twitter/Instagram accounts. Overall strategies are discussed to better engage audiences and improve the festival's online presence.

1. SOUTH BEACH
FOOD & WINE FESTIVAL
BY:
Cynthia Bauza
Lorena Fernandez
Aurora Hernandez
Odairys Rodriguez
Shalley Villamarin

2. INTRODUCTION

3.  Celebrating 15th year in 2016
 National, Star-Studded, Four-day destination event
 Talents of world’s most renowned wine & spirits
producers, chefs & culinary personalities
 Hosted by FIU & Southern Wine & Spirits of Florida
 One of largest & most well-known festivals of its kind
 Attracts more than 60,000 guests to it’s 75+ events
BACKGROUND

4.  To date the Food Network & Cooking Channel SOBE
WFF has raised approximately $20Million in support of
educational programs at FIU’s Chaplin School of
Hospitality & Tourism
 Additional funds are awarded as scholarships to
students demonstrating exceptional performance
while volunteering in all aspects of the festival
 Providing opportunities for community as it highlights
cultural and ethnic food from all over the world
COMMUNITY & CULTURE

5.  SOBE WFF has three major social media outlets to
inform audiences about the event and generate
community interaction.
 The three main platforms used are
STRENGTHS

6. STRENGTHS CONTINUED
 SOBE WFF appeals to both genders who enjoy food, wine, and celebrity
chefs.
 Informative website that is easy to navigate. It includes a “Media” tab that
informs its audience that they can share SOBEWFF by using Facebook,
Twitter, GooglePlus, and Pinterest.
 Utilizes a Facebook “Like” page in order to communicate to its audience
about ticket sales, recognize celebrities birthdays’ that have participated,
merchandise discounts, and promotes its audience to download their
mobile app during festival days.
 Its Twitter account is managed by its founder, Lee Brian Schrager. It has
over 21.1K followers.
 The SOBEWFF promotes the hashtag #SOBEWFF to tag pictures throughout
the festival on various forms of social media.

7.  The information on its Facebook page is very repetitive. It
posts the same two pictures to inform its fans about ticket
sales. Also, it lacks on engaging with its fans.
 It does not have an Instagram account. Fans can tag
photos using its hashtag #SOBEWFF, however there are
other similar hashtags that use the #SOBEWFF but ends
with the event year. Example: #SOBEWFF2015
 It does not have its own Twitter account. Even though its
managed by its founder, he uses it as a personal account.
 The link that is attached to share the SOBEWFF to Pinterest
does not work. Which can confuse followers if they are
trying to reach out to others.
WEAKNESSES

8.  Creating a Twitter account solely for SOBE Food and Wine Festival will
direct followers towards this particular festival location.
 Launch an Instagram page in order to spark interest in followers while
promoting the #SOBEWFF
 SOBE WFF’s Facebook has about 42,000 likes where a majority of the
pictures being displayed are ads.
 Redesigning its present Facebook page by demonstrating pictures of the
culinary personalities, renowned chefs and wine/spirit producers, as well
as introducing incentives such as contests sporadically will generate new
potential customers while increasing engagement led by a staff of Social
Media influencers, interacting with its audience.
OPPORTUNITIES

9.  On Pinterest, when searching SOBE Food and Wine Festival less than a thousand
pins appear from previous years.
 In order to strengthen their presence on Pinterest, a small team should be
hired to collect photos taken by the professional photographers sifting
through the most popular drinks and dishes. Establishing new Pinterest
boards organized annually while providing the recipes in description will
produce positive word-of-mouth advertising.
 SOBE Food and Wine Festivals website is currently displaying its hashtag
(#SOBEWFF) and select Instagram pictures on its homepage in a discrete
manner.
 By positioning the hash tag and embedding the social media sites onto the
homepage instead of the taskbar, will enhance engagement levels therefore
increasing web traffic and attracting more people to the event.
OPPORTUNITIES CONTINUED

10.  Major competitors such as Epcot’s Food and Wine
Festival has an advantage over SOBE WFF by simply
allowing customers to take pictures themselves
which most likely will be instantly shared on social
media
 Insufficient exposure/advertising of the festival
 Lack of interaction and creative strategies on social
media sites
 Potential negative feedback causing harm to SOBE
WFF brand on any of the social media platforms
THREATS

11. WEBSITE
 www.Sobefest.com
contains an
interactive tab that
allows you to view
its social media
accounts.
 (Lee Schrager’s
Instagram is not
displayed)

12. SOCIAL MEDIA: FACEBOOK
 42,101 people have liked this
page (increases daily)
 There is more audience
engagement within the FB
account compared to the Twitter
account.
 Most likes observed: 65
 Most comments observed: 9
 Most shares observed: 35
 Posts are focused around ticket-
sale promos
 Posts frequency: Every 2 days
(on average)

13. SOCIAL MEDIA: TWITTER
 Twitter account belongs to the
founder and director of
#SOBEWFF, Lee Schrager
 About 21,000 followers
 Tweets related to the festival
receive the most likes and
retweets (highest # of
retweets: 10)
 Retweets the Food Network
often
 Didn’t observe frequent
comments

14. SOCIAL MEDIA: INSTAGRAM
 Instagram account also belongs to Lee
Schrager
 1,605 followers (fluctuates)
 #SOBEWFF is the most commonly used
hashtag to engage with its audience
 31,990 posts hash-tagged
 Majority of posts consist of food from
local restaurants, and Lee Schrager
photographed with people such as
chefs, celebrities, event employees
and friends
 More personal than
business/promotion oriented
 Most likes observed: 65
 Most comments observed: 5

15. SOCIAL MEDIA STRATEGY ANALYSIS
Target Audience:
 Males and Females
 College-educated adults
 Age: 22-44
 Middle and high social class
How Consumers Use SobeWFF
Social Media
 Posting Picture on Instagram.
 Hashtagging and tagging
location
 Twitting tweets
 Leaving Facebook comments
on SobeWFF page
 Tagging friends on SobeWFF
social media pages.

16. 3 Best Tools For SobeWFF Social Media
 33Across: tool that helps SobeWFF gets a bigger and complete picture of their online
audience.
 Google Analytics: This tool gives you a social report and Activity Stream to show what people
are talking about your SobeWFF site on social network.
 Hootsuits: This tool can help keep track and manage all your social media accounts. Also
helps you to know what people are saying about SobeWFF and helps you respond quickly.
Advantages
 Helps manage your content you want to share in a faster and better way.
 Save you time
 Shows you what type of people are viewing your social media
 Shows what they are doing
 Gives you an idea of what needs improvement
Disadvantage of Tools.
 It can be hard to keep track of all the social media analytic.
SOCIAL MEDIA TOOLS

17. What SobeWFF is Doing Right
 Advertisement on Facebook is constant
 Keeps profile updated
 Founder & Director interacts with followers
 Solid hashtag trend
Improvements
 More Social media platforms like:
 Instagram
 Twitter
 Vine
 Youtube
 Gain more Followers, have the consumers be more interested in following SobeWFF
social media.
 Add more visuals to catch viewer attention
 Be more interesting on social media; get the audience excited for event by using good
content.
SOCIAL MEDIA RIGHTS &
IMPROVEMENTS

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FOOD & WINE. (2015, October 22 ). Social Media. Retrieved from
http://www.sobefest.com/media.php?view=social
FOOD & WINE. (2015, October 22). Frequently Asked Questions. Retrieved from
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