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: gavin@foxmarketing.iePhone: 087 649 7660Web: www.foxmarketing.ie

Advise. Enable. Implement.