UNDERSTANDING THE COMMUNICATION BETWEEN #IGER TO FOLLOWER WAYS TO IMPROVE MARKETING STRATEGIES FOR PRIVATELY OWNED RESTAURANTS THROUGH FOOD INSTAGRAMMERS IN SEOUL
discover
TABLE OF CONTENTS
1. 2. 3. 4. 5.
background 1.1 instagram 1.2 literature review 1.3 why SNS marketing is eective 1.4 cultural trends in Korea 1.5 Instagram food trends in Korea 1.6 2015 restaurant trends 1.7 trend based marketing research question research aim methodology understanding 5.1 Instagram concept 5.2 brief history of Instagram 5.3 Instagram function 5.4 Instagram is a culture 5.5 culture vs. subculture 5.6 hashtags 5.7 subculture development on Instagram through hashtags 5.8 food trends on Instagram 5.9 Impact of foodie culture 5.10 Instagram foodies
define 6. questionnaire survey 5.1 questions 5.2 analysis 7. interview 6.1 questions 6.2 transcription 6.3 analysis 8. findings insight 9. keywords 10.essence of the experience
develop 11. opportunity 12. concept 13. persona
deliver 14. scenario
BACKGROUND
#Igers : Instagrammers (people that use Instagram) #foodie : a person with a particular interest in food
background Instagram
BACKGROUND
[ why Instagram? ] -Instagram is the most powerful social networking site -Instagram > Facebook ⟶ more than 11 million users have abandoned Facebook -brand posts have increased on Instagram and decreased on other SNS -effective mobile marketing -71% of world’s largest brands are using Instagram as a marketing channel -more than 300 million monthly active users -more than 70% of users are outside of the United States -users interact 18 times the rate they do with Facebook
http://www.entrepreneur.com/article/231446 http://www.cnbc.com/2014/12/10/with-300m-users-instagram-is-now-bigger-than-twitter.html http://bits.blogs.nytimes.com/2014/12/10/its-official-instagram-is-bigger-than-twitter/?_r=1
background literature review
“Instagram Marketing: When brands want to reach Generation Y with their communication” Frida Eklöf Wallsbeck & Ulrika Johansson - 2014
DISCOVER
[ sales promotion tool ] pg16~17 -opportunity to show brand & the company behind-the-scenes -brands that use SNS that is based on photo-sharing is gaining popularity [ feel ] pg48 -when people see posts from brands on SNS, they want to feel inspired -brands can connect with consumers by posting inspirational posts [ SNS preference ] pg51 -people prefer brands to use Instagram
“It’s Not the Serve, but the Return” Marnee J. Dupont - 2014 pg 22~23
[ not used to full potential ] -some businesses are not fully committed to taking advantage of Instagram -easiest tool to get customers engaged -extends brand in a visual way [ top app ] -officially launched in 2010 -150 million active users within 2 years -reached user milestone faster than every other social media besides Google+ [ engagement ] -Instagram engagement is 15 times higher than Facebook
http://www.diva-portal.org/smash/get/diva2:725701/FULLTEXT01.pdf http://scholars.unh.edu/cgi/viewcontent.cgi?article=1165&context=honors http://thames2thayer.com/blog/wp-content/uploads/2011/06/McCune_Instagram_Dissertation_Draft.pdf
“Consumer Production in Social Media Networks: A Case Study of the ‘Instagram’ iPhone App” Zachary McCune - 2011
[ simple interface ] pg36~37 -simple set of actions and interactions -space for creativity & self-expression -interface explicitly allows & encourages users often re-invent roles and processes of production [ culture & lifestyle ] pg39 -operates as both a practice & community -personal craft culture based on interests -comment culture and tagging system to identify groups and sub cultures [ sharing & consuming ] pg52~53 -two primary modes of action 1. sharing an image 2. examining, liking, and commenting on other users’ images & posts
background
literature review insight
DISCOVER
SNS function
SNS marketing
/ sharing an image / viewing, liking and commenting on other images / space for creativity and self-expression / operates as both a practice and community / personal craft culture based on interests / comment culture and tagging system to identify groups and subcultures
/ many businesses are not fully committed to taking advantage of Instagram / easiest tool to get customers engaged / Instagram engagement is 15 times higher than Facebook / can visually express the brand / opportunity to show brand & the company behind-the-scenes / brands that use SNS that is based on photo-sharing is gaining popularity
background
why SNS marketing is effective
DISCOVER
A term currently trending on SNS is the word, ‘consumedia’. Consumedia (consumer + media) refers to user-generated reviews, giving consumers complete control and freedom to allow people to share their experiences about a brand or service. SNS also provides an environment where consumers can comfortably share reviews and give recommendations. Marketers saw this as an opportunity to use this environment as a marketing tool to target specific subcultures. Marketers are starting to advertise through user-generated reviews to allure consumers to specific brands and services.
http://mnb.moneyweek.co.kr/mnbview.php?no=2015020210308030260
background
cultural trends in Korea
http://www.asiae.co.kr/news/view.htm?idxno=2014120907214443689
the concept of eating or watching someone eat massive amounts of food
‘food porn’ the epidemic of taking pictures of food and posting it on SNS
cooking tv program that feature top chefs to cook a meal in 15 minutes for celebrities in Korea
food related cultural trends
DISCOVER
‘썸’ ‘으리’ ‘먹방’ ‘치유’ ‘푸드 포르노’ ‘셀카’ ‘해외 직후’ ‘냉장고를 부탁해’
background Instagram food trends in Korea
DISCOVER
-food porn: posting and bragging about the meals people eat -‘food porn’ has become an epidemic in Korea with hashtags #먹스타그램 & #맛스타그램 -Korea’s obsession with taking pictures of food have shown by the 21million posts on Instagram through #먹스타그램 -people love posting pictures of food because it provides a way for people to log what they eat and allows people to brag about their lifestyle
http://joongang.joins.com/article/547/18306547.html?cloc=joongang%7Cext%7Cgooglenews http://www.munhwanews.com/news/articleView.html?idxno=6509
background Instagram food trends in Korea
#FOOD CHURROS
MACARONS #FOODPORN
DISCOVER
#먹스타그램
ALCOHOL #맛스타그램
LOBSTER #맛집탐방
PORK
https://photoworld.com/instagram-food-capitals/
background 2015 restaurant trends
DISCOVER
[ lights! camera! action! ] Dining is no longer a personal experience, but a staged event that imparts bragging rights. Plating and lighting are designed with phone snapshots and SNS in mind.
[ channeling Z ] The challenge of appealing to all ages intensifies as younger diners step up demands for speedy high-tech service, heightened experiences, louder music and kinetic visuals‌ and a new teen cohort of digital natives begins to make its voice heard.
https://blogs.technomic.com/technomics-take-2015-food-trends/
background trend based marketing
DISCOVER
RESTAURANTS
INSTAGRAM FOODIES
#IGERS
An ongoing trend in Seoul is posting pictures of food on Instagram. Through this subculture, restaurants in Seoul are slowly starting to take advantage of Instagram (by uploading digital content to advertise their business), but Instagrammers only believe in user-generated content. Therefore, restaurants are asking popular foodies to market their food through their Instagram accounts.
question
DISCOVER
RESTAURANTS
INSTAGRAM FOODIES
#IGERS
[ main research question ] What is the most effective way to communicate to users in the food subculture on Instagram? [ subquestions ] How are Instagram’s subcultures defined? How do users find the subculture they are interested in?
aim
DISCOVER
RESTAURANTS
INSTAGRAM FOODIES
#IGERS
Understand & research to find if the current method of marketing is eective and to find opportunities to improve the communication between Instagrammers and their followers (IGERS) in the food subculture on Instagram.
methodology phenomenology The goal of qualitative phenomenological research is to describe a "lived experience" of a phenomenon. Any way the participant can describe their lived phenomenal experience can be used to gather data in a phenomenological study. You can use an interview to gather the participants' descriptions of their experience, or the participants' written or oral self-report, or even their aesthetic expressions (e.g. art, narratives, or poetry).
DISCOVER data collection 1.questionnaire survey ⟶ user/follower focused questionnaire to find how they experience Instagram 2.observation ⟶ study Instagrammers’s using patterns to extract keywords for personas 3.in-depth interview ⟶ user, that have over 5,000 followers and have been invited to restaurants, focused interview to determine obstacles in communication between user to user
Instagram concept
share
DISCOVER
document
http://infospace.ischool.syr.edu/2011/12/15/what-is-instagram-and-why-is-it-so-popular/
build community
Instagram concept
share
DISCOVER
Instagram = photos
document
http://infospace.ischool.syr.edu/2011/12/15/what-is-instagram-and-why-is-it-so-popular/
build community
Instagram the brief history
DISCOVER
http://notes.fundersandfounders.com/post/81999963246/how-instagram-started
Instagram function
main functions
DISCOVER snap & edit
write captions tag hashtags
publish & share
sub-functions
keeping in touch with personal connections
connection with people that share similar interests
simple communication
expanding your network
Instagram is a culture “Consumer Production in Social Media Networks: A Case Study of the ‘Instagram’ iPhone App” Zachary McCune - 2011
DISCOVER
[ culture & lifestyle ] pg39 -operates as both a practice & community -take pictures, edit and sharing has become part of IGers’ everyday lives -personal craft culture based on interests -hashtags have become a way to search for communities within Instagram -comment culture and tagging system to identify groups and subcultures -allows one to perceive choices involved in mobile phone image-making -photos & comments are social interactions that build digital & real-world relationships -redefining the meaning of friends
culture vs subculture culture DISCOVER
group of people that share the way of life
operates as both a practice & community taking pictures, edit and sharing has become part of IGers’ everyday lives
subculture
hashtags
a group of people within a culture that have similar interests and behaviors
a word or phrase preceded by a hash or pound sign (#) and used to identify subcultures/interests
}
sharing viewing documenting communicating
culture vs subculture
DISCOVER subculture
hashtags
culture
background hashtags
+ DISCOVER
-hashtags are a symbol/code that allows web search engines to find and categorize messages/keywords/images -integral way to communicate online -a hash (#) in front of a word/phrase turns it into a searchable link -allows people to see other people’s posts with the same hashtag
http://instagramers.com/destacados/how-to-use-hashtags-in-instagram/ http://mashable.com/2013/10/08/what-is-hashtag/
background subculture trend development on Instagram through hashtags top 10 hashtags
DISCOVER
2011 #cat #iphone4 #snowpocalypse #nofilter #ivoted #movember #tgif #angrybirds #blackswan #thanksgiving
2012 #love #instagood #me #tbt #cute #photooftheday #instamood #beautiful #picoftheday #igers
2013 #love #instagood #me #cute #follow #photooftheday #like #followme #girl #tbt
http://time.com/3474891/instagram-birthday-most-popular-hashtags-2010/
2014 #love #instagood #me #follow #tbt #cute #like #photooftheday #followme #tagsforlikes
background subculture trend development on Instagram through hashtags top 10 hashtags on Instagram
DISCOVER
forming of subcultures 2011starting from2012 2013 #cat #love (#follow / #girl / like) #iphone4 #instagood #snowpocalypse #me #nofilter #tbt subculture that#cute had the #ivoted #movember most radical #photooftheday jump in #tgif #instamood ranking is #food (98th #angrybirds #beautiful #blackswan place to 15th#picoftheday in the #thanksgiving #igers
span of 2 years)
2013 #love #instagood #me #cute #follow #photooftheday #like #followme #girl #tbt
http://time.com/3474891/instagram-birthday-most-popular-hashtags-2010/
2014 #love #instagood #me #follow #tbt #cute #like #photooftheday #followme #tagsforlikes
background subculture trend development on Instagram through hashtags
DISCOVER
forming of subcultures starting from 2013 (#follow / #girl / like)
100 75
subculture that had the most radical jump in ranking is #food (98th place to 15th in the span of 2 years)
50 25 0 2012
http://time.com/3474891/instagram-birthday-most-popular-hashtags-2010/
2013
2014
trends on Instagram food posts on Instagram
DISCOVER
Popular hashtags regarding food in Korea are #먹스타그램 #맛스타그램 and #foodporn. Korea’s obsession with food pictures are shown through #먹스타그램 & #맛스타그램. #먹스타그램: 24,651,000 posts #맛스타그램: 8,369,456 posts #foodporn: 61,836,181 posts
impact of foodie culture
DISCOVER
[ foodie’s impact on the food industry ] -there has been a dramatic change in consumer behavior as it relates to food (consumers are more educated about the food they consume) -giving an impact on what products are coming out on the market -have to find balance between finding the next hot item and becoming to niche -people are going to where foodies are going -foodies have to stay on trend and find what the next trend is going to be
http://www.theglobeandmail.com/life/food-and-wine/how-foodies-influence-the-things-we-eat/article13985514/
Instagram foodies Business Insider
DISCOVER
[ taking pictures of food ] -people are taking a massive number of photos of food, and Instagram’s Photo Map feature instantly shows what’s being served at a restaurant -bridges the gap between people’s experience and people’s shared life -for moments when the joy or wonder of food can not be contained, people share it with a larger group/the world -sharing photos of food is another way of sharing and having a conversation http://fusion.net/story/168817/instagram-food-capitals-5-surprising-facts/ http://www.businessinsider.com.au/instagram-food-photos-are-a-phenomenon-2013-1 http://www.treehugger.com/culture/what-does-instagramming-our-food-say-about-modern-eaters.html
DEFINE
questionnaire survey
1. 2. 3. 4. 5. 6. 7. 8.
Gender Are you visiting or living in Seoul? Are you a regular Instagram user? Simply explain the reason you use Instagram. What do you usually do on Instagram? Why do you use Instagram? What does your Instagram posts consist of? If you take pictures of food, what factors do you take into consideration? 9. Have you ever look for places to eat on Instagram? 10.Why do you look for places to eat on Instagram? 11.How do you look for places to eat on Instagram? 12.What hashtags do you know that has to do with food? 13.How do you usually find places to eat?
questionnaire survey
questionnaire part 1: Instagram users -
DEFINE
-
[ top reasons why people use Instagram ] 1. to post pictures 2. to look at other people’s pictures 3. to document personal life 4. to connect with friends 5. to look at posts according to personal interests 6. for new information 7. to stalk people 8. to look for places to eat 9. marketing 10. to entertain oneself when bored
majority of people use Instagram to post pictures of everyday life the top three types of posts are everyday life, selfies and food Instagram is mostly used as a source of entertainment, viewing and documenting interests and personal life
questionnaire survey
[ commonly used Instagram procedures to find places to eat ] 1. #(location)맛집 2. #(food name) 3. friend’s Instagram account 4. #먹스타그램 5. explore/discover tab on Instagram 6. #서울맛집 7. #(specific restaurant name) 8. #맛집 9. #먹방 10. celebrity’s account
why people look for places to eat on Instagram
questionnaire part 2: finding places to eat -
DEFINE -
-
word cloud of commonly used hashtags regarding food
the most common way participants find places to eat are on major web search engines (Naver/Google) the top method to finding places to eat on Instagram is by using hashtags with location [#(location)맛집] Instagram users use Instagram as a platform to find places to eat to find out what’s new and hot
in-depth interview MINNIE KIM, 22
@EATINGWITHMINNIE
14K FOLLOWERS BASED IN SEOUL
LAURA JUNG, 21 @CITYFOODIE 18.7K FOLLOWERS BASED IN SEOUL
BREANNE KIM, 27 @HUNGRYHIPSTERS 8,600 FOLLOWERS BASED IN SEOUL
TANYA MAITHAI, 21 @EDIBLEMOMENTS 5,614 FOLLOWERS
MICHELLE WILLIAMS, 29
DEFINE CLEO VON SIEBENTHAL, 23
@READYSETCHOW 17.6K FOLLOWERS BASED IN NYC
BASED IN THAILAND
@CCBYWILLIAMS 7,325 FOLLOWERS BASED IN NYC
[ 6 interviewees ] -users have over 5,000 followers -featured in many restaurant events around the world -major influences in the restaurant industry -“digital influencers” -‘everyday’ users that have become famous through Instagram [ goal ] -to study their journey from before to sharing their food photos -how they communicate with their followers
DEFINE
in-depth interview
1. When and what inspired you to start Instagramming food? 2. What is your definition of a "foodie"? 3. How do you choose which restaurants to go to? 4. What factors do you take into consideration when taking pictures of food? 5. Can you explain the whole process of choosing the restaurant to posting your photos on Instagram? 6. Do you interact with your followers? If so, how? 7. Do you reach out to other foodies? Collaboration? 8. What are your favorite hashtags? 9. Other factors involved with food blogging that others may be unaware of (costs, free meals)?
in-depth interview
DEFINE
What is your definition of a “foodie"? I don't necessarily think that there's a set definition of what a foodie is. Being a “foodie” isn’t just about loving to eat. It’s about being able to appreciate where the food comes from, including the story behind each dish, where the ingredients are sourced, etc. I think it’s less about the act of eating and more about what you’re eating. There are a lot of Instagrammers now who only really post gluttonous photos of brownies oozing with peanut butter or other very over-the-top sweets, but I don’t really consider them to be foodies because it’s all about quality over quantity. How do you choose which restaurants to go to? It varies depending on the restaurant. Sometimes it’s through Foursquare; sometimes it’s just friends’ recommendations. Nowadays, I feel like I find out about new places on Instagram or I'll get invited to menu previews or restaurant openings. Can you explain the whole process of choosing the restaurant to posting your photos on Instagram? So once I pick a restaurant, I usually request outdoor seating (if available) or a seat by the window since good lighting is key to making any dish look delectable. Then, I usually check Instagram, Foursquare, or Yelp to get a better sense of what the dishes look like and what might photograph the best. I’m a very visual person, so sometimes looking a description on the menu doesn’t really help me get a sense of what the dish really is. When ordering, I also try to ask for all of the food to come out at once, to help with the tablescape shot. I know it might not be the best to order based on what I think might photograph the best, but I think that now, that’s automatically how my head thinks haha. As silly as it sounds, getting a good photo of a dish gives me such an adrenaline rush and I genuinely get so excited to post it in Instagram. When I post depends on the situation – if I’m at an event, I’ll usually try to post that day, but if I’m just out with my friends, I might just save the photo for later use. I try not to post more than two times a day, three maximum. Quality over quantity! Do you interact with your followers? If so, how? I make sure to set aside time every few days to go back and reply to every single comment on my photos, even if it's just with a simple smiley face. Sometimes, I'll even go to my followers' feeds to like and comment on their photos as well. I think it's really important to be engaging and appreciative, especially since these people are taking the time to follow you and comment on your images. I've actually met up with some of them for meals or I'll invite them to be my plus one for tastings. All of the followers I've met have been super sweet and very cool so I guess that encourages me to be a bit more interactive. What are your favorite hashtags? I don't really have any favorites, but the ones I use most frequently are probably #EEEEEATS, #instafood, #먹스타그램, and #foodporn. Other factors involved with food blogging that others may be unaware of (costs, free meals)? I think that a lot of people assume that we eat out all the time, but we really don't! We're all very smart about taking photos of multiple dishes whenever we do go out to eat so we have some in "storage" to use whenever necessary. In terms of costs, I usually eat out a lot, so I haven't really seen all that much of a difference. I think something that's really important is establishing a sense of trust and respect with not only your followers, but also, with other foodies. It's a wonderful community of people with shared love of good quality food. I try really hard to only post dishes that I personally really enjoy because I feel a sense of responsibility to my followers who trust my opinion and recommendations.
in-depth interview “anyone who cares deeply about great food and is adventurous when it comes to trying new foods”
“food is more than mere sustenance”
“Yelp is unreliable”
“word of mouth is the best”
“I'll post my favorite dish from a restaurant that invites me, and I'll make the caption super simple without being too promotional”
“LOVE posting food that people don't really know about or that seem foreign”
“remind my followers that there's an actual person behind the account”
“We're called "digital influencers””
“personality and true dedication behind the foodie, the followers will be able to sense/register that, ergo, trust us more" “Someone who centers their life around food”
“I like looking on restaurant's website galleries or Instagram”
“I don’t interact with my followers as much as I should”
“ I always respond back when someone has a question or says something totally random/funny”
“collaborations with non-foodies to recreate Hungry Hipsters to eventually work into a job”
“I like looking in the most are #EEEEEATS, #instafood, #맛집 & #vscofood”
“reevaluate your lifestyle, because food photography means you'll be spending more money dining out”
DEFINE
“someone who not only loves to eat, but has a lot of knowledge about food and what’s happening in the culinary industry”
“I also rely on word of mouth and am open to recommendations from other foodie friends”
“I spend a lot of time searching through Instagram”
“I like to go to hidden, under discovered places that are gems”
“I want to be selective in where I go…[places that] fit the style of the account”
“quality vs quantity”
“I try to answer any questions followers ask, and always thank them when they say something nice”
“I comment back when I actually have something to say to the person… Empty comments are not so valuable in my point of view”
“I have a different set of hashtags depending on where in the world I am…[but] #eeeeeats is definitely a huge one”
“A foodie to me is someone who is food obsessed / having appreciation for food”
“consuming the actual food but also has a passion for the food world (whether or not their career is in the food industry)”
“hear [about restaurants] through other food instagrammers, websites such as Eater or just word of mouth”
“I interact with my followers through my comments but not so much through other ways"
“restaurant that is known for a specific item, then I would usually go for that to try it out”
“My favorites though are #EEEEEATS #THAIFAT #EATER”
“feel like a community of people who like to have fun food-filled adventures”
“[usually restaurants] reach out to me… [or] I will explore Instagram to see what looks new, delicious and intriguing”
“look up places I have mentally noted while passing on the street”
“I’ll get emails asking me to come in to take an Instagram photo [and] eat so I know what kind of comment I’d like to associate with it”
“I comment/reply to [my followers] as well as hosting Instagram giveaways”
“[My favorite hashtags] changes all of the time”
“turn down paying work if it doesn’t directly align with your brand. If you don’t, your readers will lose trust for you”
in-depth interview analysis
DEFINE
foodies’ favorite hashtags
users’ commonly used food hashtags
#(personal hashtag) #(location)맛집 #EATS #먹스타그램 #instafood #foodporn #vscofood #맛집 #foodie #dine(location) #(location)foodie #(location)food #EEEEEATS #(location)eats #eater #eat(location) #HowI(season)
#(restaurant name) #(location)맛집 #(food name) #먹스타그램 #맛스타그램 #foodporn #food #맛집 #맛스타 #먹스타 #밥스타그램 #맛있다 #맛있어 #서울맛집 #먹방 #맛집탐방
}
only 4 commonly used hashtags between foodies and followers
findings insight questionnaire and interview basis
DEFINE
RESTAURANTS
INSTAGRAM FOODIES
#IGERS
Through analysis of conducted questionnaire survey and in-depth interviews, Instagram foodies believe that they are trying their best to communicate to their followers. In reality, the communication between Instagram foodies and their followers isn’t being executed. Therefore, restaurants using Instagram foodies as a marketing tool is not being used as eectively as it could be utilized.
keywords questionnaire and interview basis
restaurant story
explore
nearby
DEFINE
맛집
new
foodporn
reviews
foodie
location
먹스타그램
personality
date
affordable
brag
식당
EEEEEATS
influence
service
curiosity
trend
instafood
vscofood
trust
lifestyle
menu
undiscovered
intriguing
geotag
recommendations
community
hashtag
Yelp is unreliable
ingredients
appreciation
boyfriend
food
adventure
quality
good food
friends
girlfriend
communication
맛스타그램
discover
proximity
everyday hot
먹방
brand
window
eater passion
lighting
quality over quantity followers association
outdoor
engage
comment
word of mouth fun
reasonable
essence of experience open coding based on questionnaire and interview keywords
meaning
concept
relationship
date
discover affordable
nearby
restaurant searching considered factors
filter
reasonable
DEFINE
boyfriend girlfriend friends Yelp is unreliable hashtag geotag
users seek company when going out to eat
sharing
methods used to search on Instagram
convenience
influence lifestyle bragging rights quality over quantity brand
use same method of research
to fulfill followers’ wants
trend engage
experience’s traits
a foodie’s thought
beliefs
opportunity Privately owed restaurants are using Instagram foodies to market their business but communication between Instagram foodies and their followers are not as strong as it could be. There is opportunity here to enhance communication from foodie to consumer.
DEVELOP
Through coding keywords retrieved from the questionnaire survey and interviews, it was found that Instagram foodies and Instagram users are using the same methods of search to discover restaurants to eat at. The method of research is a valuable opportunity because this aspect is overlapped by both sides, foodies and followers, of communication.
The main method of searching for new restaurants is by searching hashtags. Hashtags are one of the main methods of communication and forming community, but through primary research, it was found that Instagram foodies and their followers only have four hashtags that they commonly use. This attribute is a beneficial opportunity to create dierent methods of communication on Instagram.
concept In order to enhance communication between foodies and their followers on Instagram there are four keywords that are important to take into consideration: hashtag, geotag, location and consumer standards. These four keywords, found in the ‘define’ section of this research, was shown as aspects that needed to be improved on.
DEVELOP
hashtag
geotag
gps
search filters
Finding places to eat through hashtags is one of the most utilized method of search on Instagram, but from research findings, it is shown that #IG foodies and followers only have four commonly used hashtags which lead to the fact that there is no other way of finding these foodies. By creating a new and more personalized hashtag by the type of person looking for new places to eat.
Geotags is a way foodies and their followers identify location of a restaurant. Geotags help organize and filter restaurants by location, revealing the exact location and photos taken at the restaurant for people that lack information. Establishing a way to search a specific restaurants will help users get a gist of the location and what the restaurant is like.
Currently on Instagram, the GPS function is used only to pinpoint location to use for geotags. Being able to search for places to eat by track your location can help also find restaurants in a user’s vicinity.
Through the questionnaire survey, it was determined that users have a certain standard for the types of restaurants they would like to eat at, with no way to search that criteria on Instagram. Currently, the Instagram app does not have a search function for any section. By coming up with a search function that is able to filter search results, users will be able to find restaurants that match their criteria.
persona based on coding through keywords @helpmeimpoor
@instagramjunkie
@workaholic
name
Steve
Stacy
Jane
gender
male
female
female
24
22
29
occupation
student
student
office worker
favorite #’s
#일상 #데일리그램 #먹스타 #술
#셀스타그램 #맛집 #맞팔 #먹스타그램
#데일리그램 #불금 #주말데이트 #맛집탐방
-looks for places to go on dates -specifically looks for places with nice atmosphere but reasonable -follows: celebrities, pretty girls, sports & cars
-checks #IG 10 times a day to check if her post is liked / to look for places to eat -loves taking food photos -likes to follow foodies -follows: fashion, food, random
-likes to find restaurants near her office -likes to look for places to go on the weekend with boyfriend -follows: foodies & friends
“I want to take girls out to nice places to eat but I can’t afford to eat at high quality restaurants.”
“I wish I had more followers so I can post things I did that I take pictures of.”
“I would like to find places near my office or hole-inthe-wall restaurants for the weekend.”
persona
DEVELOP
age
miscellaneous
quote
scenario
user
? DELIVER personalized hashtags according to user characteristics
search a specific restaurant
pinpoint location using GPS
find restaurant location look through pictures in archive
find restaurant location look through pictures in archive
select filters depending on standard
view filtered search results of foodie posts
selection of restaurant
set o on a food-filled adventure
scenario
DELIVER
@helpmeimpoor
#affordablemeals #datenight #foodworthit #looksexpensive #studentfriendly #cheapyummy
search ‘BOTO ACAI’
check: reasonable, night, date
view filtered search results of foodie posts
selection of restaurant
set off on a food-filled adventure
search ‘대학로’
scenario
DELIVER
@instagramjunkie
#foodiewannabe #foodforlikes #thehotfood #instaworthyfood #picworthfood #likemefood
search ‘PIERRE HERME’
check: quality, exotic, hot
view filtered search results of foodie posts
selection of restaurant
set off on a food-filled adventure
search ‘신사’
scenario
DELIVER
@workaholic
#workforfood #weekendfoodie #daysoffforfood #foodvacation #officefoodie #foodadventures
search ‘CAFE MINERVA’
check: quiet, cozy, warm
view filtered search results of foodie posts
selection of restaurant
set off on a food-filled adventure
search ‘남양주’
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