Literally. Eating can be a magically social experience. Exploring a new culture through its cuisine, visiting a favorite restaurant with a first date, cooking for family on the holidays, ordering takeout on rainy Sunday night...there are so many wonderfully true narratives that surround all things food. But is social media one of them?
According to the panelist at last night's LeadDog Marketing panel, it appears that it can be. It's at least a conduit to enhancing some of the experiences that surround our culinary adventures (however public or private). I have my reservations about trying to turn social media channels into transactional platforms (still not convinced it won't ultimately send people who came looking for some good, distracting banter and harmless stalking running in the opposite direction). But I do buy in to the idea that socializing foods brands and activity may have a place in newsfeeds and pin boards.
Whole Foods, Seamless Web, Butter Lane and the Culinary Institute of America represented a enjoyably wide spread of perspectives. There were definitely some across-the-board agreements: Social is low barrier to entry and therefore ripe for test-and-learn practices, and social channels are a great way to build a brand together with your consumers. And there were also some standout points. Primarily, in my opinion, as they related to Seamless and their approach to mobile and online food ordering.
Food, as an "industry", has a unique advantage: In some way, shape or form, it's relevant to everyone on this planet. And usually, it's relevant about three times a day. That represents a LOT of opportunity to connect with your audience. So while there is a potential to capitalize on frequency of "entry points", there still very much needs to be thoughtfulness behind what these interactions look like. And one big influencer may actually be things that have nothing to do with food itself. Like weather.
I love this example of leveraging a macro factor to impact users' behavior that Steven Young brought up. If it's about to rain, or suddenly warm again, or going to blizzard tomorrow...these elements affect how you think about ordering food (and likely what you order, for that matter). Think about the possilibilities that exist when partnerships with companies like The Weather Channel are integrated into the Seamless experience. What if they pulled in birthday info (Facebook style) so that you could order your best friend her favorite Thai takeout as a surprise (or send an edible "care package" to your younger brother who's a freshman in college?). Or how about local, current events influencing your experience (the Puerto Rican pride festival is coming to town this weekend, so how about you get your cultural culinary art on early and try this new Puerto Rican restaurant?). And what about letting news sources help filter options (tuna has made it on to the endangered species list, so might we suggest you opt for yellowtail on this sushi order?).
Beyond just social media, I think there is an exciting opportunity right now to tap into new technology and strategic partnerships that make the dining/eating experience more personalized, relevant and ultimately enjoyable. Social has it's place for sharing and connecting, but I was honestly more interested in learning how food brands are innovating across all channels and ideas. To quote Steven, "Choices are a luxury, but choosing is a chore." Finding ways to enhance food decision making moments, without taking the fun and free-will spirit out of the equation, will be key to success. Delicious space to keep our eyes on.
Thanks again to the team at LeadDog for hosting.
Image: 27th birthday breakfast fruit salad, Costa Rican style.
No comments:
Post a Comment