12/01/12
By Karen Moss
Restaurant chain Giraffe has significantly increased its social media presence after implementing GoRecommend from Empathica. GoRecommend is a social media advocacy engine that empowers Giraffe’s customers to share their positive brand experience virally on Facebook, Twitter and via email.
Since the launch of GoRecommend in April 2011, Giraffe’s advocates have broadcasted personal recommendations to over 10,000 friends and followers. The application is an extension to a customer experience management (CEM) programme from Empathica employed by Giraffe in December 2010 which enabled the brand to receive and make improvements based on feedback from over 11,000 real customers.
The chain is now engaging with more targeted fans and followers, allowing it to broaden the reach of its marketing campaigns, and track, measure and optimise the campaigns accordingly. In fact, the CEM programme has enabled Giraffe to build a database of over 5,000 customers that have opted in for future promotions and news.
GoRecommend has proved valuable for staff members as well, who can now see the impact of their performance and real customer recommendations via social media.
An early adopter of social media – and an extremely active brand within them – Giraffe has, to date, accumulated over 16,000 Twitter followers and more than 13,000 ‘likes’ on its Facebook page.
As with any brand utilising social media, the risk of negative feedback remains but the opportunity to respond and mitigate this is welcomed by Giraffe. In certain instances, fans of the restaurant chain have responded to those leaving negative reviews in support of Giraffe – effectively acting as brand ambassadors.
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