can restaurant marketers create positive e-wom through social media? gavin fox msc, mii grad
TRANSCRIPT
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
WOM and Restaurant Marketing
WOM and Restaurant Marketing
As the restaurant experience is highly experiential, consumers are heavily influenced by WOM.
“More than 80% of consumers trust WOM recommendations for services” (Nielsen, 2010)
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 Powerful)
…Now it’s many-to-many.
The WOM Revolution Era
To reach 50 million users it took...Print 100 yearsRadio 38 yearsTV 13 years Facebook reached
100 million in less than 9 months.
• 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
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?
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
Can Restaurant Marketers Create Positive Electronic Word-of-Mouth (e-WOM) Through the Use of Social Media?
Research Objectives
1. 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’.
2. To explore the likely trigger(s) of positive e-WOM during and after the consumers’ restaurant experience.
Research Methods
1. Focus group and series of in-depth interviews2. Looked at the phenomenon from both
perspectives – restaurant marketer and restaurant consumer
3. Carefully selected sample for both sides
Marketing to the Foodie Tribe
1. Find2. Organise3. Lead
Recommendation Number 1Plan the Social Media Strategy
Recommendation Number 2Go where your audience go
Recommendation Number 3
(Source: Shaw, 2013)
Promotions, Discounts,Vouchers
Take part in competitions
Get news on the brand
To show I'm a loyal fan
I have a professional interest in the brand
To receive service and support
Specific event experience (e.g. to speak to an expert)
I love their campaigns
Chat with other brand fans/customers
0%
20%
40%
60%
Adapt Tactics by Channel
Recommendation Number 4
“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
Identify the Influencers
Recommendation Number 5Give the Content “Stickiness”
Recommendation Number 6Monitor Online Conversations
Recommendation Number 7Social Strategy Should be Mobile
Recommendation Number 8Excellent Food and Service Must be Core
Recommendation Number 9Create a Memorable Restaurant Experience
Recommendation Number 10
Be Transparent
Gavin Fox MSc, MII Grad
Marketing Consultant
E-mail: [email protected]: 087 649 7660Web: www.foxmarketing.ie
Advise. Enable. Implement.