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Can Restaurant Marketers Create Positive e-WOM Through Social Media?. Gavin Fox MSc, MII Grad. Introduction. E-WOM and restaurant marketing Social media and the e-WOM revolution era Research project – question, objectives, methods 10 recommendations for restaurant marketers.

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can restaurant marketers create positive e wom through social media

Can Restaurant Marketers Create Positive e-WOM Through Social Media?

Gavin Fox

MSc, MII Grad

introduction
Introduction
  • E-WOM and restaurant marketing
  • Social media and the e-WOM revolution era
  • Research project – question, objectives, methods
  • 10 recommendations for restaurant marketers
wom and restaurant marketing1
WOM and Restaurant Marketing

“More than 80% of consumers trust WOM recommendations for services” (Nielsen, 2010)

As the restaurant experience is highly experiential, consumers are heavily influenced by WOM.

the oldest form of communication and still the most powerful1
The Oldest Form of Communication (and Still the Most Powerful)

…Now it’s many-to-many.

the wom revolution era
The WOM Revolution Era

To reach 50 million users it took...

Print 100 years

Radio 38 years

TV 13 years

Facebook reached 100 million in less than 9 months.

slide8

Over 1 billion users

  • Average user has 130 friends (268 in Ireland)
  • 510,000 comments posted every 60 seconds
  • More than 2 billion posts are liked or commented on daily
marketing is now about igniting wom epidemics
Marketing is Now About Igniting WOM Epidemics

“Despite being derided by critics for its appalling writing, 50 Shades of Grey has become the best-selling book in Britain since records began, surpassing Harry Potter and the Deathly Hallows with sales of 5.3 million copies.” (Telegraph.co.uk, October 2012).

should we be interested in wom
Should We Be Interested in WOM?

The old way of marketing no longer works.

Marketing is now about getting people to talk about your brand.

Consumers are now the real influencers.

research question
Research Question

Can Restaurant Marketers Create Positive Electronic Word-of-Mouth (e-WOM) Through the Use of Social Media?

research objectives
Research Objectives
  • To explore the types and styles of communication that work best in achieving positive consumer e-WOM, given that the Internet is a ‘distinct phenomenon’.
  • To explore the likely trigger(s) of positive e-WOM during and after the consumers’ restaurant experience.
research methods
Research Methods
  • Focus group and series of in-depth interviews
  • Looked at the phenomenon from both perspectives – restaurant marketer and restaurant consumer
  • Carefully selected sample for both sides
recommendation number 1
Recommendation Number 1

Plan the Social Media Strategy

recommendation number 2
Recommendation Number 2

Go where your audience go

recommendation number 3
Recommendation Number 3

Adapt Tactics by Channel

recommendation number 4
Recommendation Number 4

Identify the Influencers

“There are exceptional people out there who are capable of starting epidemics. All you have to do is find them.”

Malcolm Gladwell, Author of The Tipping Point

recommendation number 5
Recommendation Number 5

Give the Content “Stickiness”

recommendation number 6
Recommendation Number 6

Monitor Online Conversations

recommendation number 7
Recommendation Number 7

Social Strategy Should be Mobile

recommendation number 8
Recommendation Number 8

Excellent Food and

Service Must be Core

recommendation number 9
Recommendation Number 9

Create a Memorable

Restaurant Experience

slide26

Gavin Fox MSc, MII Grad

Marketing Consultant

E-mail: [email protected]

Phone: 087 649 7660

Web: www.foxmarketing.ie

Advise. Enable. Implement.

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