Avoid Social Media One-Night Stands

TGI Friday’s missed the point big time with their “Fan Woody” campaign. Rick Liebling has a pretty thoughtful compare and contrast of how TGI Friday’s is failing but Chipotle is succeeding on Facebook.

Valued audience

Liebling points out that for almost every comment a fan posts on their wall, Chipotle responds personally. It seems that TGIF has gone pretty quiet. This has, predictably, raised the ire of the 900,000 plus people who became fans to get a free hamburger, and negative comments are starting to build. Here’s a recent post to their wall:

I just got an e-mail telling me to “click here” to get my coupon for the Woody’s Facebook promotion free burger. How frustrating! I was asked to download TGI Friday’s Coupon Printing Software which I really didn’t want to … do, but did. Then it told me you don’t support my printer or one of my printer settings. Starting to wonder if this is your way of keeping people from redeeming the coupons? I know there are simpler processes out there for redeeming coupons. I didn’t take any further steps to gain access to my coupon, this is too much work.

Ouch.

Here’s the 5-year Google Insights trend for Chipotle and TGI Friday’s

Google Insights 5-year trend Chipotle and TGI Friday's

TGI Friday’s big spike in early February 2009 is the result of a ‘Buy One Get One Free’ appetizer coupon they promoted online. Note that search volume fell off precipitously afterwards. They seem to be relying on free product to generate traffic, and they’re probably seeing a sales spike as well. However, not only does this kind of promotion yield little in long-term returns, it also undervalues online participation.

Why this is no surprise

It’s a question of motivation. A good number of TGIF’s Facebook fans were motivated to become fans by the promise of a free product, not because of prior allegiance to the brand. Chipotle has not, to my knowledge, backed up their Facebook presence with TV support. This leads me to believe that Chipotle’s fans are just that, fans of the brand, motivated solely — or mostly — by their love of a fresh Chipotle burrito.

You get out what you put in

That’s the key to web content distribution. It takes almost nothing for TGI Friday’s to wave free hamburgers in front of everyone’s face and realize that people will take them. The low barrier to entry — becoming a fan on Facebook takes a click or two at most — means that, if the goal is a million fans, the goal will be reached.

But that goal is completely meaningless. A million fans for your restaurant means what exactly? There might be a brief revenue spike as people head out to the restaurant to redeem their free hamburger coupon (or not, see above) and also buy appetizers, sodas, and drinks. But there’s no long-term value. A hamburger is a commodity, and the mass-produced ones at TGI Friday’s are likely no better or worse than the ones from a competitor like Ruby Tuesday.

TGI Friday’s offered a one-time engagement to fans. Predictably, the fans offered the same. They took their burger and took off. TGIF can point to their massive fan count, but at the end of the day, what’s the benefit to them?

How to do it better

Let’s start with a question: What do hamburgers have to do with Facebook?

Nothing specifically. For TGI Friday’s, it was strictly a volume play to reach a massive audience on a massive channel and deliver a spike. They could have found much more long-term value from distribution by engaging hamburger snobs in a discussion about their recent menu additions, or efforts they’ve made to craft gourmet burgers.

Provided that the product is indeed of quality, they would have reaped the benefit of the opinion and platform of an independent influencer, reaching an engaged audience to elevate its perception of the product.

Takeaway

If you’re planning a web-based promotion or content distribution strategy, consider what’s motivating users to participate or engage in the first place. Hamburgers are a commodity. Real insight or honest engagement is valuable.

About the author

Brad Schwarzenbach -

As an analyst on the Tippingpoint Strategy team, Brad explores new opportunities for clients to build relationships with their customers. He’s always testing new social media channels, poring over analytic data, and identifying emerging trends. He also speaks at conferences & events about uncovering powerful messages hidden within brands' unique values.

Brad’s research has contributed to the development of content & contributor strategies for such clients as Breville, Rodale, Long’s Jewelers, and Fusionapps, as well as being a frequent contributor to the Tippingpoint blog. He’s been “listening” to the way we communicate online since the old AOL People Connection days and watched the way that digital communication has evolved.

An English and Creative Writing major at the University of Connecticut, Brad’s spent most of his career creating web content and becoming intimately familiar with web theory for Bayard, Inc. and TomTom Inc., giving Brad keen ears and eyes to what, exactly, makes web content valuable.

Outside the office, Brad feels most at home with his beautiful wife-to-be Kristina, or on the golf course. “There’s a distinct pace and rhythm to the way people communicate online.  Understanding and taking part in them yields amazing opportunities for my clients to not only grow but to improve their business. I’m constantly looking for those opportunities.”