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Social networks cause the restaurant patrons eat and spend more

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Not me, says the first study Social Media Restauranting which has been conducted in the US and confirming that the social networks directly influence the increase in restaurant sales.

I've been dissecting this interesting recent study entitled Does investing in social media create business value? investigates the impact of social networks in companies, particularly in restaurants.

Benefits of Social Networking for your Restaurant

For a better analysis and understanding of it I have divided into 7 parts to mention to step:

1.- The purpose of the study :

Measure the impact of social media on sales and brand perception.

2.- Study Background :

  • Although two-thirds of the US population is active in social networks, there are still doubts companies to invest big budgets in social networks.
  • more than 70% brands will increase by 10% the investment budget on social networks during the year 2011.
  • The enormous interest there is to know the value they can bring to companies fans or followers on social networks.

3.- Study characteristics :

  • jointly by companies Ogilvy Y ChatThreads in United States.
  • The duration has been at different periods of time from the 20 of January of 2011 until the 6 May 2011.
  • A sample of 404 restaurant customers, 67% women and 23% mens, with an average age of 34 years.
  • They are selected 5 QSR restaurants category (Quick Service Restaurants), what we know as fast food restaurants or fast food.

The reasons why you have selected these restaurants are :

  • These are restaurants with high sales volumes that allow better measure changes in short periods.
  • Used to promote their products virtually all means that there (TV, external advertising, social networks, web, radio…etc)

4.- first Study : Brand exhibition

multichannel campaigns by the different restaurants were carried out with a duration of 7 days and the customer response was measured before and after these campaigns. The most outstanding results were:

TV : He 69% customers saw a spot.
External advertising : He 36% what customers they saw a poster, open, etc.
Social networks : He 24% customers saw an update on Facebook, Twitter, Youtube, Blog, etc.

conclusion : Although television dominates the impact of customers in the media, we see how social networks have already surpassed some media.

5.- second Study : Impact of social networks on sales

social media campaigns were conducted at different times by restaurants with a duration of 7 days and the customer response was measured before and after these campaigns. The most outstanding results were:

In all restaurant chains :

Customers who were exposed to campaigns in social networks + PR(Public Relations) They increased their spending by 17% front the previous week.
Customers who were exposed to campaigns in social networks + outdoor advertising were 1.5 times more likely to consume / buy than the previous week.

In the restaurant chain Wendy's :

Customers who were exposed to social media campaigns + TV were 2 times more likely to consume / buy than the previous week.

In the restaurant chain KFC :

Customers who were exposed to social media campaigns were 7 times more likely to consume / buy than the previous week.

conclusion : Exposure to multiple channels has a direct impact on sales. The best results are social networks provide outdoor advertising +, + PR social networks and social networks + TV.

6.- third Study : Impact of social networks in brand perception

social media campaigns were conducted at different times by restaurants with a duration of 7 days and the customer response was measured before and after these campaigns. The most outstanding results were:

In the restaurant chain KFC :

They got an increase of 250% perception of the brand as “great experience”.

In the restaurant chain McDonald's : McDonald's

Preference over other brands of customers who saw the social media campaign was 5 times higher than for those who did not see.
Among the clients exposed to the campaign on social networks increased 45% the perception of McDonald's as the “best price”.

In the restaurant chain Taco Bell :

In this chain, Conversely, Customers who were exposed to social media campaigns decreased 220% their perception of the brand as “great experience”. It should be noted that this figure is heavily influenced by the appearance of a series of negative news of ingredients used chain in the first quarter of 2011.

7.- Study findings :

I want to highlight the ten conclusions, In my opinion, They emerge from this study :

1.- Exposing customers to social networks it is directly related to an increase in sales.

2.- Social media campaigns produce better sales results when combined with other means.

3.- Of the 20 channels used by restaurants, social networks were the first or second most efficient impact on customer spending and consumption.

4.- There is a direct relationship between social media campaigns and changes in the perception of marks.

5.- The social networks are especially effective campaigns with a short duration.

6.- Social networks have surpassed impact their own websites and Internet searches.

7.- The impact of social media campaigns is not only in the “click”, you have to look beyond, both in the online and the off-line.

8.- Use social experiences for your customers to drive change in the perception or image of your brand.

9.- Keep an updated and dynamic content that generates debate and participation of your customers.

10.- If you do the wrong things, social networks amplify the negative effects against your image, brand or product.

In my opinion, This study is an important step forward, for the first time we have real data measurements and the impact of social media campaigns in different restaurants, providing an analytical value Social Media Restauranting very interesting.

From my experience running campaigns on social networking companies and especially restaurants, the general conclusions drawn from this study seem successful, in line with reality and my forecast is that, not too long, These data can be improved widely.

By last, I am aware that any study raises new questions or what if we did the study in another country? What values ​​we would get to other restaurants other than fast food? , And for other types of business or sector?…surely soon we have answers to these questions.

About the Author

CEO of DiegoCoquillat.com and director of the EscuelaDiegoCoquillat.com, teacher, consultant, lecturer and entrepreneur incorrigible. If you can not find it here, search near the sea. Passion for new technologies and restaurants ... passion for life.

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