28.4.10
Bank sponsors advertorials to educate Saudis about home loans
13.11.09
Facebook fan page best practice [B2C]
For many brands a Facebook Fan Page is an integral part of their social media campaign. But, what elements help fan pages build up large followings and what can brands do to emulate the success of others? I’ve put together a list of specific elements that I believe have helped create fan pages with large, engaged, followings.
1. Networking with other platforms
2. Creating a resource
3. Creating contests that include participation
4. Empowering pre-existing pages
5. Targeting the proper demographic
"5" Brands Using Facebook Fan Pages Well
We have noticed a shift in Facebook being not only a social network for personal use but also a platform for business use as well. More and more marketers use Facebook as a key medium for their brands online. Earlier this year I wrote a post for the Heavy Chef blog on Why Facebook is an important platform for Brand Building. In this post I looked at its redesign and opportunities it offered brands. Now we have experienced the redesign of Facebook’s Business Pages and Fan pages and this redesign has already proven successful. Let’s look at 5 companies using Facebook fan pages well and see what they are doing right.
1. CocaCola
The page was originally started by 2 fans of Coke before the company had their own presence on Facebook. Instead of taking the page down and rebuilding their own, Coke gave these users the power to run the page for them. In addition, Coke invited them to the Coke factory, showed them around and allowed them to take pictures. This aspect of the CocaCola fan page makes the page more genuine rather than a promotional campaign by Coke.
The Coca-Cola fan page has taken the brave step of displaying user created content in their main page’s Wall feed, something most brands won’t dare do. This means that the page is powered by user generated content, good and bad. Check out this discussion on the CocaCola fan pages as an example of how they deal with negative content on their page. Even though this is a very bold move to make, it get’s their fans involved with the brand and thereby the fans get value out of the page.
2. Red Bull
For Callan Green on Mashable “the Red Bull fan page is easily one of the best on Facebook simply because it has been able to break out of the typical fan page mold by providing fun content that encourages fans to interact with and ultimately connect with the brand”. Red Bull really placed all their focus on an extremely entertaining and interactive Facebook fan page. The Red Bull Facebook fan page focuses the attention of their fans on watching videos, playing ridiculously addictive games like Red Bull Soapbox Race, and listening to music. According to Anne Brannon “it’s fun, it’s engaging, it’s what a fan page should be – tailored to the target audience’s wants and needs”.
The thing that makes Red Bull’s fan page probably one of the best is their incorporation of Twitter. I’m not talking about simply adding the Twitter stream to their fan page – it’s a lot more than that. Instead of pulling boring tweets from their official corporate account, they are pulling tweets from sponsored athletes such as snowboarder Shaun White and skateboarder Ryan Sheckler. Isn’t that just wow? It is clear that Red Bull understands their audience and appeals to them by adding valuable features that would interest them.
3. Victoria’s Secret PINK
The Victoria’s Secret PINK fan page leads the fashion category on Facebook. With about 1.24 million Facebook fans, there are clearly some things Victoria’s Secret is doing right. Understandably, the fact that the demographic targeted by Victoria’s Secret PINK and that of the most active Facebook users are basically the same, has helped grow the page as well. The Victoria’s Secret Facebook fan page engages with their fans and offer them value through competitions and special offers. They start conversations on their wall posts and thus draw fans to join in on the conversation as well. Victoria’s Secret also posts a lot on their own wall and updates status’ which other fan pages forget to focus on. Also, it’s more than just posting for promotional purposes. Victoria’s Secret offers their fans high quality posts and not only self-promotional posts. Victoria’s Secret has also added a link on their PINK landing page to their Facebook fan page, thereby generating traffic to their fan pages through other portals.
4. Pringles
The Pringles Facebook fan page really focuses on adding videos. Yes, they still focus on engaging with their fans on different levels but their use of videos is what makes them so successful. Pringles has noticed its audience on Facebook’s liking to comedy and have used their fan page to spread of a set of videos that could potentially become viral. Videos are among the most commonly shared types of content online. Pringles videos are low budget productions with little editing, about people singing goofy songs. By making a simple video such as this, they have opened up an avenue that would spread the video across Facebook. By simply ‘liking’ the video on Facebook it would appear on the newsfeed of fan’s friends and expose a great deal of people to the Pringles brand.
5. Adidas
The Adidas fan page, like many others, offers a strong page. What makes them so successful is their use of their Facebook fan page’s features to promote their other social media and advertising campaigns.
Most recently, Adidas, along with MTV, ran an exclusive Facebook contest where a fan could win an all-expenses-paid house party. What made this campaign successful is that Adidas chose a prize and partner that would echo the Facebook user demographic. They also promoted the contest on their fan page before and after the campaign. Once they had chosen the lucky winner, they used their page to share the fan’s blog posts,photos and video from the party. This resulted in a whole lot of fan engagement and interest. The thing is, they pulled through with a follow up and that’s what offered value to fans. They could see how the campaign played out.
For Callan Green “fan pages that are doing it right are the ones that are actively engaging with their fans. These pages have creative content, two-way communication, active discussion boards, videos and images, and a fun and casual tone to match the medium.” Facebook Pages present an exciting opportunity for brands to directly engage with their existing and future customers and harvest new ones. It is and has been a known fact that the more time you invest in your brand’s Facebook page, the better response you’ll get.
Tips and benchmarks for Admins of Branded Facebook Pages
2. Ask a question
3. Keep it to two sentences max
Benchmarks of success
2-Unsubscribe rate
You are going to lose fans after every status update managing the level of unsubscribes is important. An unsubscribe rate of less than 7.5% is good.
30.10.09
Lacta| Interactive Youtube
"Love at first site" is the story of how Petros, a young Greek man and Joanna, an English girl on vacation at the island of Paros, fall in love at first sight, and spend a magic week together, only to break up and never see each other again.
The story unfolds in flash back and users get to experience the love story from the beginning. Only through their actions and correct choices users can progress the love story and bring the two heroes back together at the big finale, two years after the events at Paros.
Creative Director: Panos Sambrakos
Account Management: Christina Alifakioti
Art Director: Constantinos Demetriadis
Web Designer: Konstantinos Penlidis
Copywriter: Konstantina Chatzaki
10.7.09
10 examples of ‘advertorial’
Here are 10 examples of brand-publisher collaboration we found in the latest issue of Monocle:
1. Rosetta Stone - Monocle directed photo shoot for a series of ads for the language learning company that appear in the magazine.
2. Hyundai Card - 4 page guide promotes a rather elitist Korean credit card to a global audience.
3. Toto - The Clean energy company supports the weekly (very good) podcast from Tyler and his chums.
4. Diageo Reserve - Cocktail and mixology news for the drinks company.
5. Absolut - An 8 page travel-guide spread also promotes an Absolut sponsored 132-page pocket-sized travel handbook available with a sale of Absolut vodka at international duty free stores. The book is a guide to 25 leading business cities and 25 resorts for beach and snow.
6. BMW - A 4 page Monocle styled ‘ad’ for the 5 series. BMW is also sponsoring a Summer Series of podcasts.
7. Taiwan - A 4 page spread describes the hot spots of ‘Urban Taiwan’. This is the 3rd part of an advertorial series that has also run in previous issues of Monocle.
8. Lille Tourism - A 2 page snapshot of the finer parts of the rail-connected French city.
9. Singapore - A 2 page spread that advertises collaborative report on Singapore that can be purchased in August. (Ignores swipe made at the city by the writer Matthew Sweet earlier in the magazine!)
10. Hirakawacho Mori Tower - A 4 page guide to 21st century Tokyo living covers everything that this new residential block has to offer - helipad included.
14.4.09
Audi::: Progressive vanguards
CATEGORY:Automotive
REGION:China
DATE:Mar 2008 - Dec 2008
High brand awareness for the Audi A8L was failing to convert into sales in China. Consumer research revealed that the Audi brand was perceived as old, conservative and government-related.
27.3.09
Halifax :::Reaching out to expats
BRAND OWNER :HBOS
CATEGORY :Financial
REGION :Global
DATE :Apr 2008 - Dec 2008
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