When the talk turns to social media, soon somebody say they don’t care to hear about what somebody ate for breakfast.
The fans of Dessert Gallery, a popular Houston-based bakery and café chain, are delighted that their Facebook fans are talking about what they are having for breakfast, lunch and everything in between. Dessert Gallery surveyed 13,000 customers about shopping behavior and found that their Facebook fans were much more engaged than other customers.
The study in Harvard BusinessReview showed:
- Although Facebook fans spent about the same amount of money per visit, they increased their store visits per month (36%) after becoming Facebook fans and generated more positive word of mouth than non-fans.
- Fans went to Dessert Gallery 20% more often than non-fans and gave the store the highest share of their overall dining-out dollars.
- Fans were the most likely to recommend Dessert Gallery to friends and had the highest average “net promoter score” — 75, compared with 53 for Facebook users who were not fans and 66 for customers not on Facebook.
- Facebook fans also reported significantly greater emotional attachment to Dessert Gallery — 3.4 on a four-point scale, compared with 3.0 for other customers. Additionally, fans were the most likely to say they chose Dessert Gallery over other establishments whenever possible.
Researcher allowed that results “suggest intriguing possible correlations rather than definitive causalities,” but further research is planned.
Check out Hubspot’s takeaways from the study about Facebook fan pages and download a free webinar on how businesses are using Facebook.
Photo: http://www.flickr.com/photos/clevercupcakes/ / CC BY 2.0
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