Pub industry needs to embrace social media
Leading sector executives have been told the pub and restaurant industry should do more to promote a sense of community around brands by embracing social media.
Delegates at M&C Report's Digital Future conference, held today at the Mayfair Hotel in London, heard that consumers now control the media they consume in more ways than ever before.
But by utilising the internet, including social media sites like Facebook and Twitter, companies in the eating and drinking out sector could engage with their consumers more immediately and promote a love of a brand like never before.
Ben Langdon, chief executive of the Digital Marketing Group, said there could no longer be a top-down approach in using digital media for marketing.
But if used correctly digital platforms could tap into a huge wealth of resources, including the fact that:
• 71% of the UK population is online
• 75% of those online use the internet every day
• 32% of internet users are aged 18-34
• 78% use social networking
Langdon also said that online users, or online socialites as he referred to them, have a disposal income of 20% and they spend 25% of that income online.
He added that the internet did not need to prevent people from going out and, in fact, that it existed for the same purpose as pubs and restaurants - to entertain.
He identified four areas that the industry could use digital media to help its businesses, including, inside, outside, online and channel.
Inside operators could adopt digital signage and technologies like Microsoft Surface - flat-screen table technology that can be used for a variety of uses.
Outside companies could use mobile technologies like Layar and Yelp to encourage people on a street to come into your pub or restaurant.
Langdon said that online companies should try and promote communities which inspire loyalty.
But he warned that loyalty would not exist if it did not exist within the company and that this could also be promoted via the web - with in-house online sites that promote competitions and enhance communal spirit.
