Have the Cooks in prescribers Thanks to social networks? This was the main question that was raised at one of the round tables held in the Dreams space, one of the most attractive in this edition of Madrid Fusion.
Nandu Jubanyby Can Jubany, which has about 350,000 followers on Instagram; Mario Sandovalof Coque, with more than 300,000; The journalist and ‘influencer’ Verónica Zumalacárregui, that exceeds 400,000, and Miguel Carretero, From the Santerra restaurant, they were the participants of this table that was moderated by whom he signs, Carlos MaribonaGastronomic critic of ABC.
Jubany is probably the chef who uses more social networks as a communication route with his clients, but, as he said, he does not use them to announce cars or oils of others, but to promote and sell their own croquettes or their cannelloni and for Have your followers of your activities informed. “It’s about communicating what we are and what we do”he said.
Sandoval and he agreed that Networks allow them to reach their end customers directly. Both recognized that they have specific teams for these communicative activities, increasingly important in the gastronomy sector. He has no road, since he lacks the business power of his colleagues, but recognized the fundamental role that social networks play so that customers know small restaurants like theirs.
Dreams table on ‘influencers’ chefs
For his part, Zumalacárregui focused the issue from the perspective of a journalist with hundreds of thousands of followers, many of whom do so for the quality and variety of content to which he spends time and work, without necessarily having to be potential Restaurant customers. We are, he said, “a previous filter for a type of audience that does not seek so much criticism and information. Those who want to deepen and then approach critics already more specialized opinioners. ”
In the debate it was clear that there are two types of ‘influencers’: those, which are a minority, with a previous knowledge, a specialization and a criterion that makes their comments and content of quality, something that makes them Gastronomic referentsand those who lack that knowledge, regardless of their number of followers, and whose influence on gastronomy is much more limited.
The chefs also agreed that a reasonable use of the networks to promote itself is very positive for them, but that it is convenient not to overreach because the abuse becomes counterproductive. Responding to the main question, they are not considered prescribers, but admit that Reaching both potential public has become fundamental. It is they who directly manage their advertising.
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