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# your way into social media!

A study about social media strategies for the neolokal restaurant

# your way into social media!

A study about social media strategies for the neolokal restaurant

Samenvatting

This report was commissioned to examine how could the neolokal restaurant increase their market share by doing research into the role that social media plays among its guests and to recommend and develop an effective social media strategy.
The research draws attention to the fact that the market the restaurant just penetrated is still a developing market and a clear segmentation of the market has not been performed yet. The “green, sustainable” market that the restaurant is part of is not as powerful in Turkey as it is in Europe and the rest of the world. Therefore, at the moment, the population that is part of the consumers might not be the real target group of the restaurant. Furthermore, the role that the social media is playing among the current guests of the restaurant is twofold: tourists are using the social media platforms to get familiarized with the concept that is just now taking roots in Istanbul, whilst the local guests are using them for information. Further investigations reveal that there are certain differences in the online behavior of local guests versus tourists as well as between male users and female users. These results were transformed and analyzed in order to obtain a clear target group for the development of a social media strategy.
The environmental analysis together with the results of the field research about the usage of social media among the guests of the neolokal restaurant concluded to the development of four different strategies which were afterwards compared based on a number of criteria and finally, the best fit for the company’s vision, mission and goals has been selected.
It is recommended that the neolokal restaurant takes immediate measures in implementing a new social media strategy in order to increase its market share and maintain its competitive advantage, because of the continuous growth of the market it is operating in and the imminent threats of new entrants. 

Toon meer
OrganisatieSaxion
OpleidingHotel Management
Datum2015-06-01
TypeBachelor
TaalEngels

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