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Gastronomie 2.0 Social Media Marketing Guide

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Grundlagen und Handlungsempfehlungen zum Einsatz von Social Media Marketing in der Gastronomie.
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Gastronomie 2.0 Social Media Marketing Guide

  1. 1. Gastronomie 2.0+präsentieren:<br />
  2. 2. Social Media Marketingin der Gastronomie„Grundlagen und Handlungsempfehlungen“ von Carsten Ripper<br />
  3. 3. Inhalt<br />Warum ist Social Media Marketing wichtig?<br />Wie kann ich Social Media Marketing für mein Restaurant nutzen?<br />Online Reputationsmanagement und Auswertungen<br />
  4. 4. Warum ist Social Media Marketing Wichtig?<br />Grundlagen zu Social Media Marketing<br />
  5. 5. Definition in Wikipedia<br />„Als Social Media (auch Soziale Medien) werden Soziale Netzwerke und Netzgemeinschaften verstanden, die als Plattformen zum gegenseitigen Austausch von Meinungen, Eindrücken und Erfahrungen dienen.“<br />„SocialMedia Marketing (SMM) ist eine Form des Onlinemarketings, die Branding- und Marketingkommunikations-Ziele durch die Beteiligung in verschiedenen Social Media-Angeboten erreichen will.“<br />
  6. 6. Kommunikation bisher<br />Monolog: vom Sender zum Empfänger<br />Keine Rückmeldung<br />Keine Messbarkeit<br />Geringe Reichweite<br />Hohe Kosten (z.B. Radio- / TV- / Print-Werbung, Branchenbucheinträge)<br />
  7. 7. Informationsverbreitung bisher<br />Wenige Empfänger werden erreicht<br />x 3<br />27 Empfänger<br />x 3<br />x 3<br />
  8. 8. Kommunikation mit Social Media<br />Dialog: Sender interagiert mit Empfänger<br />Rückmeldung und Feedback<br />Messbarkeit der Reichweite / Inhalte<br />Sehr hohe Reichweite durch „virale“ Verbreitung<br />Geringere Kosten (z.B. Facebook, Twitter)<br />
  9. 9. Informationsverbreitung mit Social Media<br />Sehr viele Empfänger werden erreicht<br />2100 Empfänger<br />x 100<br />x 7<br />x 3<br />
  10. 10. Verbreitungswege mit Social Media<br />Über 13 Mio. Benutzer alleine<br />in Deutschland<br />Mehr als 3 Mio. Benutzer aus <br />Deutschland<br />Täglich über 2 Mrd. Videoabrufe <br />weltweit<br />Über 9 Mio. Businesskontakte<br />in Deutschland<br />
  11. 11. Vertrauen im Marketing<br />Nur 14%* der Befragten vertrauen klassischer Werbung (z.B. Anzeigen, TV, Radio)<br />78%* vertrauen auf die Empfehlungen von anderen Gästen (z.B. auf Bewertungsplattformen, Facebook, Twitter, Blogs)<br />Fazit:<br />Nutzen Sie die Empfehlungsmöglichkeiten, die Ihnen soziale Netzwerke und das Web 2.0 bieten. <br />Im Vergleich zur herkömmlichen Verbreitungsgeschwindigkeit von Informationen erreichen Sie viel schneller viel mehr Menschen und damit potentielle Gäste.<br />* Nelson Studie „Trust in Advertising“ aus dem Jahre 2007<br />
  12. 12. Wie kann ich Social Media Marketing für mein Restaurant nutzen?<br />Handlungsempfehlungen<br />
  13. 13. Starten mit Social Media Marketing<br />Welche sozialen Netzwerke sind relevant?<br />
  14. 14. Starten mit Social Media Marketing<br />Zu Beginn auf die wichtigsten Netzwerke fokussieren:<br />
  15. 15. Plan zur Vorbereitung<br />Eigene Website erstellen / aktuell halten<br />Profile in den wichtigsten sozialen Netzwerken anlegen (Facebook, Twitter, YouTube, Flickr)<br />Verbindungen zwischen den Netzwerken und der Website schaffen<br />Profile optisch anpassen (Design, Brand-Identity)<br />Wichtige Mitarbeiter sollen Inhalte für die Veröffentlichung liefern (z.B. Koch: Tageskarte, Barkeeper: Täglich wechselnder Cocktail)<br />Angestellte sollen sich in den sozialen Netzwerken engagieren und können Ihre Inhalte verbreiten<br />
  16. 16. Plan zur regelmäßigen Nutzung<br />Festlegen wann, wer neue Inhalte in den Profilen einstellt und Gästemeinungen kommentiert, Fragen beantwortet<br />Die Social Media Profile in den kompletten Marketingprozess einbeziehen (auch offline)<br />Hören Sie Ihren Gästen zu und gehen Sie auf deren Wünsche / Anregungen / Kritik ein<br />
  17. 17. Beispielhafte Inhalte<br />Veröffentlichen Sie Ihre Events<br />Stellen Sie Fotos und Videos von Speisen ein<br />Bieten Sie Rezepte zum Download an<br />Offerieren Sie Rabatte für treue Fans/Follower<br />Bewerben Sie täglich neue Aktionen (HappyHour, Mittagstisch)<br />Geben Sie Ihren Gästen Einblick hinter die Kulissen (z.B. Videotour durch die Küche)<br />Veröffentlichen Sie Ihre Stellengesuche / Jobs<br />
  18. 18. Ihnen fehlt die Zeit / Erfahrung?<br />Dann setzen Sie auf professionelle Hilfe<br />Bilden Sie sich mit Seminaren oder Workshops im Thema Social Media Marketing weiter<br />Lagern Sie das Marketing und die Kommunikation an erfahrene Dienstleister aus<br />Arbeiten Sie nur mit Agenturen Ihres Vertrauens<br />Lassen Sie sich regelmäßig berichten<br />Vereinbaren Sie die Kompetenzen und Entscheidungsfreiheiten VOR der Auslagerung<br />
  19. 19. Ausblick<br />Worauf Sie in Zukunft achten müssen<br />
  20. 20. Wichtige Themen für die Zukunft<br />Mobiles Internet wird immer wichtiger:<br />Der User ist immer online und kann sofort auf positive wie auch negative Ereignisse reagieren<br />Ortsbezogene Services (LocationBased Services) werden sich durch die zahlreichen GPS-Handys immer weiter verbreiten:<br />Der potentielle Gast sucht vor Ort nach einem Restaurant und Sie sollten auch dort gefunden werden<br />
  21. 21. Gastronomie 2.0Internet: www.gastronomie20.deTwitter: http://twitter.com/gastronomie20<br />
  22. 22. Internet: www.anymore-media.de<br />Facebook: http://facebook.com/anymoremedia<br />Twitter: http://twitter.com/anymoremedia<br />Telefon: 05224 – 999 260 90<br />

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