CASE STUDY: Food porn (still) rules!

Wonder why you are seeing a Facebook post from last week’s dinner date again as you are getting ready for slumberland while catching up on your social media life?

Known as story bumping, Facebook is causing older posts to appear at the top of your news feed when your friends interact with the content. But why?

“Our success is built on getting people the stories that matter to them most”, said Adam Mosseri, Facebook’s VP of Product Management in “Building a Better News Feed for You”

It makes sense that we would be more interested in stories that are relevant to us, and “connecting people with their friends and family” is the driving force behind Facebook’s News Feed.

What content is more tantalizing?

From the perspective of a restaurant with a Facebook page, while I continue to boast about the tastiness of my client’s sushi rolls, having customers share what they are eating and who they are with on social media definitely trumps the former.

Learn how I generated 12 unique content from one sushi roll.

Facebook Posts
The fan post on the left got more interactions (ie. likes, shares, and comments) than the promotional post on the right by the restaurant.

Food porn rules!

People love to eat and they still love to tell the world (well, more like their friends and family who cares) about it! And wouldn’t you be more interested in trying out a restaurant when your buddy has given a thumbs-up about his/her experience?

We want to leverage Facebook’s check-in functionality and allow our customers to share their dining experience at the restaurant. Warning: You must be ready for the dreaded complaints about negative experience as well.


Throw them a carrot please

The solution is simple… my client uses portable table number to help the waiters know where to send the food. We install a card onto the number stand with a simple call-to-action; check-in and/or post a review on Facebook for a chance to win a gift card. A little incentive goes a long way.

Be familiar with Facebook’s guidelines about contests before you execute similar campaign.

Since we implemented the table card on June 20, we saw a 23% increase in check-ins by the end of July. Below is a screen shot of another customer checking-in (especially powerful with photos) that generated 65 “likes” and a whole thread of comments!

Being human

While people are interacting with a brand on social media, they still know that there is living & breathing human behind the account. The few seconds it takes to acknowledge a customer’s check-in makes the brand more authentic.

[CLICK TO TWEET] The few seconds it takes to acknowledge a customer’s Facebook check-in makes the brand more authentic. via @ds9hse

In the case of my client, they know many customers by name and vice versa. These customers are one of our best advocates. As seen in the image above, the same person who interacted with the earlier check-in posted his share of beautiful photos with 74 “likes” and 6 comments.

Facebook, give us a “yum” emoticon! 


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