Mais conteúdo relacionado



Use of Social Media To Lift Productivity.pdf

  1. Usage of Social Media to Raise Productivity in the Food & Beverage Sector Project on Productivity Improvement Among SMEs NUS Business School
  2. Objective • investigate the usage of social media for purposeful interaction, information sharing and feedback between the customers and F&B operators
  3. Summary of Finding • many F&B local merchants are slow to embrace social media • only certain merchants with tech-savvy owners have been able to correctly use social media.
  4. Review on Use of Social Media • Social media are computer-mediated tools that allow people to create, share or exchange information, ideas, and pictures/videos in virtual communities and networks • Social media and marketing purposes • social media will also address customer satisfaction issues
  5. Platforms of Social Media • Facebook :: 2.8 million users in Spore • Twitter :: 400,000 users in Spore • Instagram :: 200,000 (estd) users Facebook Page Twitter Profile Instagram Account (a)Number of Restaurants with: 41 12 11 (b) Active Users: 11 4 3 (a) as % of Total sample of 88: 47% 14% 13% (b) as % of Total sample of 88: 13% 5% 3%
  6. Research Method • F&Bs using social media ➢88 F&B :: ➢Active Users Facebook (11), Twitter(4) and Instagram (3). • Consumer Survey :: ➢66 respondents • Findings: see Table 7.1
  7. Findings from Consumer Survey 59% 38% 3% Students Working Adults Homemakers
  8. Issues from Consumer Survey • Issue #1: Merchants are slow to react to feedback provided by customers on Facebook, which reflects the importance of Management of the 8Ms. • Issue #2: Customers are not aware of F&B merchants’ presence on social media sites, which means the Messages that merchants want to carry across did not reach their target readers and followers. This is a ‘leakage’ that should be plugged if merchants’ investments in social media are not wasted. • Issue #3: Related to the previous issue on publicity, merchants after making forays into social media, they lack skill and strategies in retaining the attention of the followers. • Generally, the incentives offered by the restaurants are not generous enough. • There is uncertainty and ambivalence in the business strategy of treating the participation in the social media as a form of advertisement (hence a cost incurring activity) or social media as a long term revenue generating channel.
  9. Figure 6.4: Survey results from Pastamania’s customers about its Facebook page
  10. Figure 6.5: Survey results from Group 1 & 2 respondents on usefulness of social media 0 1 5 12 15 19 29 43 51 61 0 10 20 30 40 50 60 70 Not useful at all Extremely Useless Very useless Quite useless Neutral A little useful Quite useful Very useful Extremely Useful Completely Useful Cumulative Frequency Chart
  11. Figure 6.6: Survey results on features/contents on social media attract customers 21% 16% 34% 5% 7% 2% 3% 5% 3% 2% 2% How to improve social media Nil Reply posts faster More rewards Frequent updates Soliciting customers Neutral Pay for Facebook functions Promotions and Frequent updates More interesting Endorsement More professional
  12. Thank You