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?

While a restaurant with a Facebook page should highlight their menu items with beautiful photos, 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, however, be ready for the dreaded complaints about negative experiences as well.


Throw them a carrot, please

The solution is simple… this client uses a portable table number stand to help the waiters know where to send the food. A card with a simple call-to-action (ie. check-in and/or post a review on Facebook for a chance to win a gift card), was added to the stand. A little incentive goes a long way.

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

The client saw a 23% increase in check-ins within a month of that campaign. Below is a screenshot 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.

The few seconds it takes to acknowledge a customer’s Facebook check-in makes the brand more authentic.

In the case of this client, they know many customers by name and vice versa. These customers are one of their 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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