Can & how does social media change how we eat
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Transcript of Can & how does social media change how we eat
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The Future of Eating?How Social Media affectsour Enjoyment of Food
Social Media has changed how we buy, cook & enjoy food
Mission/Aim: How can we help you to enjoy food more?
Mecca Ibrahim
Head of Social Media
Great British Chefs
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Global is the new Local
• The world is becoming smaller – our responsibility for protecting it is more apparent – green awareness, organic, sustainable, reduced carbon footprint food
• We can more easily see what other countries are doing – we often want it too! Discovery of new things, picking up new trends is easy
Mecca Ibrahim – Great British Chefs
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The Wisdom of the Crowds
• Families are becoming more fragmented and spread around the world
• Our friends are now our families
• Trusted strangers are now our friends
• Importance of crowds on our buying & consumption of products (food) & entertainment
Mecca Ibrahim – Great British Chefs
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Social Media as an Enabler
• The internet has allowed us to fulfill basic human needs in a way like no other– Need to be loved, recognised, seen as
special/unique, no one is average Joe or Joanna Bloggs
– Have our thirst for knowledge sated / get answers to questions really quickly – 24 hour – always connected culture – time poor society
Mecca Ibrahim – Great British Chefs
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How is the food world adapting? How can help this?
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Why we eat?
•Socialising – entertainment – dinner parties , supper clubs, meals out in restaurants, picnics•Have you ever attended a supper club, “underground restaurant”, paid for private dinner party?
Mecca Ibrahim – Great British Chefs
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How do we shop?•Socialising – the rise of the multi-retailer – “retailtainment” •Shop & eat at the same time
•Would you go to a shop just because it served food there too?
Mecca Ibrahim – Great British Chefs
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Where do we buy our food?
• Restaurants & eating places understanding they need to be social
• Which food retailers “get” social media?
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Where do we buy our food?• Global is the new local –
US trends entering the UK (does it work the other way?!!)
• Food trucks• Have you ever bought
high quality food from a “food truck”?
Mecca Ibrahim – Great British Chefs
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Where do we buy our food?• Supermarkets no longer have a
monopoly – small artisan producers can operate at the same level
• Through social media they can offer more inventive, tailored & personalised discounting
• Meeting the need to be individual
• What would you like to see in this area?
Mecca Ibrahim – Great British Chefs
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Where do we buy our food?
• Rise of celebrity food labels, food with a story!
• Food is no longer the preserve of supermarkets & big brands
• Do you buy celebrity labelled food?
Mecca Ibrahim – Great British Chefs
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Where do we buy our food?
• Food Festivals can also help smaller producers reach a wider targeted market looking for something personalised to them - local, organic, food with a story!
• Which food festivals if any, do you attend?
Mecca Ibrahim – Great British Chefs
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Where do we buy our food?
• Directly from source (or as close to source as possible. Through personalised & caring messaging smaller producers reach a wider targeted market looking for something personalised to them - local, organic, caring, food with a story!
• Do you use organic home delivery services?
Mecca Ibrahim – Great British Chefs
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How & where do we cook our food?
• What do we want in our kitchens?
• State of the art equipment
• Where do you go to get ideas for your kitchen?
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How & where do we cook our food?
• What do we want in our kitchens?
• Dual purpose – no longer just for cooking, but dining too
• Comfort
• Where do you go to get ideas for your kitchen?
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How do we discover ways to cook our food?
• New print on demand technologies mean that cookery books can be produced cheaply & to order
• Personal cook books through Blurb – family recipes can be passed down & also shared with new audiences
• Have you ever produced a cookery book in any form yourself?
Mecca Ibrahim – Great British Chefs
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How do we discover ways to cook our food?
• Websites • Through TV tie ins & good
marketing / social media it’s possible to reach a targeted audience, a time poor, cash rich, always connected audience
• What are your favourite food websites?
Mecca Ibrahim – Great British Chefs
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How do we discover ways to cook our food?
• Mobile Apps • Through good marketing / social
media it’s possible to reach a targeted audience, a time poor, cash rich, always connected audience
• What are you looking for in food apps or an online food community?
Mecca Ibrahim – Great British Chefs
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Infographics
• How useful are infographics about the food world?
• Would you share them?
• What others would you like to see?
Mecca Ibrahim – Great British Chefs
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Infographics
• How useful are infographics about the food world?
• Would you share them?
• What others would you like to see?
Mecca Ibrahim – Great British Chefs
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Want more info? Contact me at:
[email protected]@gbchefs
@anniemole
Mecca Ibrahim – Great British Chefs