This post is the first one from a serie of 2 articles which will be published by end of July.
Once an Official Facebook Page is up and running, the most important work starts! What the brand is going to talk about?
Even if it is better to ask ourselves the question before.
I went through 8 different brands and sectors in order to find some common practices and potentially useful learnings. The Official Facebook Page of the following brands have been studied over a period of 3 months (1st Quarter 2010): Louis Vuitton, Jaeger-Lecoultre, Innocent Smoothies, Salomon, Etam, Sephora (US), Starbucks (US) and Kiehl’s.
These brands offer the common characteristic to engage emotionally their clients while operating in different retail environments, a wide frequency of store visits and consumption pattern.
Key Learnings
- Frequency of publishing is usually less than 1 post per day across brands and categories whatever the size of the Fan’s community
- 3 main categories of activities account for 58% of total posts published by brands: Event announcements/Reviews, Interviews & publishing of multimedia content, Product related topics
- Luxury brands (Louis Vuitton, Jaeger-Lecoultre) focus on generating content around sponsored events and promoting regular activity (Travel Guide LV). Jaeger-Lecoultre tried to create buzz on a special auction.
- Specialist brands (Sephora, Starbucks, Kiehl’s, Etam) put the emphasis on product related topics (new launches) and promoting on-line sales. Starbucks concentrated a large part of their activity on their CSR programs.
- Salomon Official Page was dedicated to their Freeride events (results, interviews of team members, comments from insiders)
RANKING OF BRANDS BY TYPE OF MARKETING ACTIVITIES - 1st Quarter 2010
The next article will analyze the actual engagement and feedback of fans vis-à-vis these activities. Some interesting insights should pop-up as the focus of brands doesn’t match each time the level of interest of fans
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1 #2 Social Media Marketing Series:How to effectively engage consumers on a branded Facebook Page? « Luxury in the Digital World // Aug 5, 2010 at 5:22 pm
[...] consumers on a branded Facebook Page? In Social Media on August 5, 2010 at 4:22 pm In the first post last month, we have seen that activities of 8 brands (luxury, fashion, services, sports and drinks) [...]
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