These days every brand wants a Facebook fan page, but few brands achieve real engagement. When marketing directors asked our team to find case studies of the best Facebook fan pages, we looked for those that had great social conversations, really engaged with consumers and gave people a reason to follow.
Today’s marketers need to be able to make good judgements about social channels, and yet many brands have a weak presence, with social conversations brands that feel pretty dull. If you’re going to win in social media marketing, then you need to create vibrant conversations your consumers will love to take part in. Here are some of the best Facebook fan page case studies trainers at the Digital Training Academy have been using when coaching brands and agencies on social media strategies.
Case study: Starbucks Facebook fan page
Relationship marketing is at the heart of the Starbucks marketing strategy, and through a loyalty card, email and social media, Starbucks maintains an always on connection with tens of millions of consumers.
Their Facebook fan page gives consumers a way to manage their gift card information, get useful information about the “My Starbucks Rewards” loyalty programme and deliver messages about their social cause marketing. The page includes regular competitions for seasonal products and has useful apps like the store locator, and keeps the social cause and community activities of the brand front of mind among consumers.
Case study: Oreo cookies Facebook fan page
This brand thinks in a social way. Whenever they have a big promotional event in the life of the brand - like their birthday in this screenshot – they look for a way to involve consumers. They often post pictures of the brand being played with in a way that is funny and instantly sharable. This simple stream of content successfully builds engagement and amplifies the reach of their message.
Case study: Ben & Jerry’s Facebook fan page
This is a brand that hasn’t just taken a scope of social, they’ve gotten the whole tub – and then gone back for more! Fuelled by a powerful personality, and championing the social causes that are part of the brand’s DNA, Ben & Jerry’s always has something interesting to say.
There content is a blend of social cause marketing, humour linked to the brand, and specific product activations. Their Facebook fan pages around the world have a consistent tone of voice and a freshness in their conversation that stems from having the marketing teams hands-on. Best in class and worth far more than just a Like.
Case study: Nutella Facebook fan page
This hazelnut spread has really stepped-up in social media, creating an always-on conversation that combines competitions, games, videos and loads of great sharable images. They’ve realised the hunger people have for sharing great content and, like Oreo, set about designing simple pieces of content with shareability in mind from the start.
Case study: Coca Cola Facebook Facebook fan page
Coca-Cola’s Facebook page quickly became legendary after it was launched by consumers and gained a massive number of spontaneous likes. Social media spaces are grounded in consumer passions and there’s nothing more authentic than when brand adorers take the lead. Today Coke’s fan page is among the most popular, and the universally recognised brand enjoys the spontaneity of immediate and unprompted likes. As well as looking at the Facebook page, here’s a video from the guys who created it.
Case study: Axe USA Facebook fan page
This is a brand that’s made for Facebook, but their conversation strategy takes consumer’s relationships even further. The brand’s essence is symbolised in the Mating Game, with Axe playing the role of wingman to give the guy an edge in getting the right girl.
It’s a rich conversation area, but Axe went further, by having two social media voices – Dan and Lauren – with different points of view and a great social chemistry. Dan is the cool guy with a stream of great ideas, images and links to things he’s found online. Lauren is the girl everyone wants to date, and with a smart wit and her own thread of links and content. This makes for a great conversation between the two social voices as well as fans, and the way third party content is linked to is best in class.
Case studies of the best Facebook fan pages
If you have a Facebook fan page case study you’d like to submit, then follow the instructions, here http://www.digitaltrainingacademy.com/casestudies.
