Digital and Social Media insights from an overenthusiastic student.

“And the award for best Social Media Integration goes to….”

Having been browsing for restaurants to visit recently, I came accross the Giraffe Website. I was immediately stunned at the level of social media integration (SMI) the homepage included:
Social media integration on the giraffe homepage
As you can see from the yellow box, the homepage includes the latest tweets from Giraffe, and also a link to Follow Giraffe on twitter. But it gets better than this.
Facebook Like's for Giraffe's Menu
This page shows the latest Main Menu available at Giraffe, with what I think is the most clever use of SMI: “X people like this on Facebook – Like” for each meal choice. Users can see which meals are the most popular, and if they are visiting the website after eating in Giraffe they can “Like” the meal and share to Facebook. Seeing a meal that has a high number of likes will give the user the confidence of knowing the quality of the food, and if so many people like it, the likelihood is they will too!

Of course, this isn’t just good for Giraffe’s customers. At the small click of a (Like) button, Giraffe becomes known on the most popular Social Networking Site in the world, and can be seen by (depending on the user) hundreds of friends.
Scott Likes BBQ Ribs on Giraffe
The Like can appear not just on the user’s profile page but also on friends’ news feeds. This effectively advertises Giraffe to a large audience – without costing them a penny.
In addition to using Sites such as Twitter & Facebook, Giraffe.net also uses the Image sharing site Flickr to share images of its restaurants and products.

An effective and easy way of using the Social Media world for the benefit of not just your customers, but your business too. Well done Giraffe.

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3 responses

  1. Dan

    Fantastic use of SMI, normally the “like this” on facebook feature gets annoying on a website, this is an example of when it SHOULD be used.

    February 19, 2011 at 6:41 pm

  2. MRW

    It’s an excellent example of integrated marketing communications, isn’t it? The recent economic crisis really set restaurants back as people tend to stay in more and not splash out so much. The restaurant industry needs to learn how to retain their customers and the proper use of IMC is a real winner! Giraffe shows that it’s not JUST about throwing cheap meal deals at us every week (sorry, Pizza Express!) but building a relationship with us = repeat business. And THAT’S where the ROI in social media comes from.

    I’ve written a little essay there, oops! I’m doing my dissertation on this and it’s really easy to get distracted! Great blog, btw.

    February 19, 2011 at 7:08 pm

  3. Hey, glad you like the site and SMI integration 🙂 try viewing it on a smartphone to see what we did for mobile user experience

    February 20, 2011 at 3:45 pm

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