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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MSc, MII Grad
“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.
Used to be one-to-one…
…Now it’s many-to-many.
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.
“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).
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.
Can Restaurant Marketers Create Positive Electronic Word-of-Mouth (e-WOM) Through the Use of Social Media?
Plan the Social Media Strategy
Go where your audience go
Adapt Tactics by Channel
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
Give the Content “Stickiness”
Monitor Online Conversations
Social Strategy Should be Mobile
Excellent Food and
Service Must be Core
Create a Memorable