This report analyzes how marketing through social media, marketing budget, impact of consumer review websites, food blogs, and food photography are set to change in 2012-2013. This report provides the reader with a definitive analysis of the role of social media networking, consumer review websites, and food blogs. Furthermore, this report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorised by sector, revenue, and senior level respondents.
Key Features and Benefits
- Reflects the principal trends regarding the utility of social media that will shape the UK foodservice industry in the next 24 months.
- Forecasts the possible changes in marketing budget trends of foodservice operators in social media networking and consumer review websites, and lists key marketing and promotional channels.
- Examine the key benefits and leading challenges of social media in the UK food service industry with respect to company, turnover, and senior level respondents.
- Identifies what are the key social media websites in the UK foodservice industry.
- Observes the key consumer review websites and examines the authenticity of the contents provided by them.
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Published: June 2012
No. of Pages: 95
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- The survey results reveal that overall, 45% of respondents consider social media 'significantly useful’, while 38% identify social media as 'slightly useful’. Significantly, the wide reach of social media and networking at minimal cost allows operators to reach audiences they might have overlooked through conventional marketing methods. Furthermore, if used intelligently, social media brings brand recognition and appeal, which makes it more useful than marketing through conventional methods.
- Overall, 45% and 38% of respondents from profit and cost sector companies respectively, consider social media in UK foodservice 'significantly useful’, whereas 42% of respondents from the cost sector and 38% from the profit sector consider social media networking only 'slightly useful’. Interestingly, the similarity in the opinion of both groups is striking, considering the basic differences in business models of profit and cost sector companies, wherein profit sector companies are expected to be more aggressive in using social media, given their focus on profit and costs.
- The survey reveals that 'Facebook’, 'Twitter’, and 'LinkedIn, with 82%, 71%, and '55%’ of responses respectively, are the top three social media websites. Facebook had over 900 million active users until April 2012, while the UK alone had 30 million active users till February 2012. Furthermore, 49% of the UK population uses Facebook, making it a lucrative channel for consumer interaction and communication.
- Responses reveal that only 4% of UK foodservice operators refer to online review websites 'every time’, whereas 23% of respondents visit consumer review websites 'very frequently’. Additionally, 40% of respondents agree that they only 'visit as required’, while 19% 'rarely visit’ consumer review websites, and 9% 'never visit at all’. Overall, 63% of respondents either visit online review websites vey frequently or only as required.
- Overall analysis reveals that 'Tripadvisor.co.uk’, 'Scores on the Doors’, and 'UK Restaurant Guide’ are the top three consumer review websites with 33%, 19%, and 13% of mentions from respondents respectively.
Major points covered in Table of Contents of this report include:
2 Executive Summary
3 Social Media in the UK Foodservice Industry
4 Consumer Review Platforms in the UK Foodservice Industry
5 Food Blogs and Food Photography in the UK Foodservice Industry
List of Tables
List of Figures
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