Can restaurant marketers create positive e wom through social media
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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?

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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 marketing

WOM and Restaurant Marketing


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 powerful

The Oldest Form of Communication (and Still the Most Powerful)

Used to be one-to-one…


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

Radio38 years

TV13 years

Facebook reached 100 million in less than 9 months.


Can restaurant marketers create positive e wom through social media

  • 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


Wom and social media

WOM and Social Media


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


Marketing to the foodie tribe

Marketing to the Foodie Tribe

Find

Organise

Lead


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


Recommendation number 10

Recommendation Number 10

Be Transparent


Can restaurant marketers create positive e wom through social media

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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