Slides from the Hotel Marketing Association event on 2014 Digital Trends @HMAInfo #DigiTrends14 - I was talking about experience and what hotels can do to improve online conversation

1. Analogue
Experiences
Digital
Conversa5on
Karen
Fewell
@DigitalBlonde
Copyright
Digital
Blonde
Ltd

2. My
career
in
hospitality
began
at
the
age
of
two
@DigitalBlonde
@DigitalBlonde

3. New
Book:
#FoodPorn
Published
2014
Author
Karen
Fewell
@DigitalBlonde

4. @DigitalBlonde
What
happens
here?
1
2
3

5. Karen
Fewell
@DigitalBlonde
@DigitalBlonde
A
nega5ve
social
review
could
lose
a
hospitality
business
approx.
30
customers

6. Analogue
Experience
Digital
Conversa5on
#DigiTrends14
@DigitalBlonde

7. Karen
Fewell
@DigitalBlonde
@DigitalBlonde
Angry
Customer
to
Brand
Advocate

8. Karen
Fewell
@DigitalBlonde
@DigitalBlonde
Social
media
is
about
sociology
and
psychology
more
than
technology
Brian
Solis

9. Karen
Fewell
@DigitalBlonde
@DigitalBlonde
Understanding
Behaviour
Experiences
Worth
Sharing

10. Why
do
we
share
food
images
via
social
networks?
#FoodPsych
@TheWebPsych
@DigitalBlonde
Image
@GBChefs
|
Chef
Shaun
Hill

11. @DigitalBlonde
@TheWebPsych

12. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Andy
Waters
When
are
you
most
likely
to
post
a
picture
of
food?
#FoodPsych
81.28%
said
yes
I’m
a
foodie
No
=
18.72%

13. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Josh
Eggleton
Why
do
you
take
pictures
of
food?
#FoodPsych
0" 10" 20" 30" 40" 50" 60" 70" 80" 90" 100"
To"record"an"event"or"social"occasion"
When"it’s"a"special"treat"
Beause"it"is"beau@ful"and"looks"like"art"
When"it"is"my"friends"food"
To"en@ce"other"people"to"eat"the"food"
Because"I"am"proud"that"I"made"it"myself"
To"congratulate"the"person"who"made"it"
Because"it"is"unusual"or"different"
To"show"that"I"am"ea@ng"healthy"food"
Because"it"says"a"lot"about"me"
Other"

14. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
Which
social
network
do
you
use
most
oCen
to
share
your
food
photos?
#FoodPsych
Top
3
for
Females
26.15%
Facebook
23.08%
Instagram
12.82%
Twier
Top
3
for
Males
15.9%
Twier
9.7%
Facebook
6.15%
Instagram
Instagram
was
the
top
network
for
pos5ng
food
photos
for
18-­‐20
year
olds
Facebook
was
the
top
network
for
pos5ng
food
photos
for
30
–
39
year
olds
TwiMer
was
the
top
network
for
pos5ng
food
photos
for
40
–
49
year
olds

15. Karen
Fewell
@DigitalBlonde

16. Karen
Fewell
@DigitalBlonde
@DigitalBlonde
Shall
I
leave
the
hotel
to
eat?

17. Karen
Fewell
@DigitalBlonde
@DigitalBlonde
@SandersonLDN

18. Karen
Fewell
@DigitalBlonde
@DigitalBlonde
La
Bodega
Negra,
Mexican
Restaurant

19. Karen
Fewell
@DigitalBlonde
@DigitalBlonde
1888
Hotel
in
Sydney,
Australia
“Every
angle,
every
detail
and
every
element
of
the
hotel
has
been
curated
to
be
worthy
of
an
Instagram
photograph”
• #selfie
Spot
• Compe55ons
for
a
free
night
• Guests
with
more
than
10,000
followers
on
Instagram
are
invited
to
stay
for
one
night
for
free

20. Karen
Fewell
@DigitalBlonde
@DigitalBlonde
Digital
Blonde
offers
a
Social
Mystery
Guest
service
1. Breakfast?
2. Speak
to
general
manager
3. Twier
handle

21. @DigitalBlonde
Highlight
cause
of
foodborne
Illness

22. “Some
of
the
best
moments
in
life
happen
around
a
table
when
we
are
eaQng
with
people
we
love”
Joe
Perez,
Tastemade
@DigitalBlonde