How to: Social Media in Business – Facebook (Part 2)
As promised, this post reveals some real-life implementation and integration of Facebook into brands and businesses worldwide along with tips on how you can implement them yourself! If you missed out our discussion and tips in using the infamous Facebook as part of your business, you definitely need to look up Part 1 here.
To set the pace of integrating your business in social media, take a look at the video below first (yes, even if you’ve seen it before)!
1. Customer Attraction: Getting the “Likes”
Everyone goes through this humbling phase of starting up. You’ve just created your very first Facebook fan page for your brand / business with only you being a fan of yourself. You turn to your friends in your personal profile and have invited them to “like” you.. and it stops there. Why is that so? You are NOT commanding attention.
Let’s take a look at Redbull. Instead of showing off wall posts, company information and whatnot to non-fans, Redbull implemented a very simple strategy to their page to command attention from the prospect as seen to the left – a simple, straight forward “call-to-action” image, and they are not the only ones doing it: Levi’s is also seen applying a similar strategy as well!
This, is what they call a Fan-only Facebook content – exclusive contents using Facebook’s ‘Tabs’ functionality. It can be inside scoops, special discounts, participate in discussions, take part in contests and more!
The key to a powerful landing page on Facebook is: Less. Yes, less is more! Do not confuse prospects with too many things going on. Consider being like Redbull – You definitely can’t miss what they want you to do; or like Levi’s – indicating the exclusive benefits you receive by ‘liking’ their page!
Writing a sales pitch on the landing page is a big no-no. Do you really want to advertise your product / services to a prospect on Facebook? It doesn’t work that way on social media. How so? People come to you for a reason – to learn / to browse / to connect / to question / to feedback / to suggest / to complain / to win / to receive and NOT to be sold to.
“Understanding the needs and wants of your potential fans is vital. If unsure, start by asking existing followers what would interest them and take it from there. Remember, that’s co-creation.”
Taking a look at an example closer to home, Project One & Only is an online pageant competition in Malaysia using Facebook as their primary platform to screen through participants, communicating with them and the fans that are eager to know of the results. Incepted in June 2010, they managed to break the 5-figure mark within mere 18 days, now close to 30,000 fans and still growing!
The secret behind this campaign? Attraction. Project O&O’s target are college / university students and they created something that would appeal to them by “making them famous” through this ongoing search in which the winner will undergo makeover sessions, participate in fashion shoots, special features on magazines and more.
In short, they hit the spot among their target market and results were generated instantly.
Not to forget, the Malaysia’s Online Fashion Entrepreneurs’ Weekend, a first-time offline event with over 90% of marketing done through social media alone, utilizing Facebook as their primary engagement platform. MOFEW recognized a niche and a need among the local online fashion scene and proceeded to put together an occasion for like minded individuals to gather and to highlight their entrepreneurial insights to the mass public starting on Facebook, then to an on-ground event. With over 10,000 fans gathered within less than 6 weeks, MOFEW manage to draw 0.5 million hits on the official site, ranked #1 on Google and successfully ran a 3-day offline event with 40,000 attendees from Malaysia and beyond (see official report here).
2. Customer Engagement: From “Likes” to Action
“Your fans are with you for a reason. Keep your focus on them, show them some brand love!“
You may have a very big fan base but with a low engagement rate, your fans may just be sitting there and some may have even forgot about your existence. Apart from feeding them with contents and getting to respond, here are some businesses did to ‘kick’ their fans into action:
Starbucks in the US launched a “Free Pastry Day” campaign, an event page on Facebook and there were more than 600,000 confirmed ‘attendees’ to the event! The news were spread all over Facebook through sharing and automatically triggered co-promotion for the brand / event. How did that happen? They started with their fans – Since the “Free Pastry Day” was first made known through Facebook, their immediate fans were the first to know about the news. At that time, Starbucks had about 3.6 million fans and the news were automatically shared across the network, because the fans were excited.
“Starbucks gave their fans a reason to follow them. The reward? In this case, free pastries for those that came by. How’s that for customer engagement?“
Another F&B brand in the US – Dunkin Donuts is often seen throwing co-creation opportunities to it’s fans. Dunkin Donuts launched the “Create Dunkin’s Next Donut” competition in 2009 and managed to generate more than 130,000 donut submissions at 174,000 votes! Fans were asked to create their own virtual donut with the available ingredients, complete with a donut name and story behind the creation. The grand prize winner will have their donut sold in stores for a limited time! What did Dunkin Donuts achieve? An avenue for their brand to get their fans involved; and from the business aspect, they saw positive response in donut sales during the promotion period.
The competition was so successful that they did it again in 2010 and here is the winner:
“Having freebies and contests are one of the simplest form of customer engagement with a huge response potential. In fact, Dunkin Donuts continues to get fans involved as we speak through a video contest here. How’s THAT for customer engagement?“
This is NOT the end!
The above examples are just some of the many out there that has made it on Facebook on different levels. Not everyone can make it to the Starbucks level, but one can definitely make it somewhere. Once again, remember Co-Creation and Co-Promotion – strategize your Facebook presence around that with some effort and commitment, and you’ll be on your way to a good start.
We will continue to look at more integrations of social media into your business / brand BUT BEFORE THAT, stay tuned to Part 3, the final yet VERY IMPORTANT bit of integrating Facebook in your business!
We will be looking at:
- The risk of having your fan page shut down by Facebook
- The rules and regulations you may not have read that prohibits promotions (e.g. contests and promotions) on Facebook
- How to go about doing it the RIGHT way!