Here's how to use a Facebook page to build your brand.
Today, I'm taking a sunnier tack. In a recent Comscore study for UPS, consumers explained why they usually "like" a brand on Facebook in the first place. Brands who really "get" Facebook marketing seek out opportunities to connect with consumers in a way that adds to the experience, rather than interrupt social behavior.
I took a look at what a ton of brands are doing right on Facebook,
and brought them to life as personas. Hopefully you recognize some of
these traits in your company's Facebook page.
The Value ShopperThis gal truly understands
why people interact with companies on Facebook: They want a great deal.
Case in point? Take a look at Sodastream. For the past few Cyber
Mondays, Sodastream offered customers a buy-one get-one on a Sodastream
home soda maker. But redemptions across the web did not yield the
results the company was looking for, so it decided make the offer
through its Facebook page only. Not only did Facebook fans buy in, but
they "shared" the offer on their own Facebook pages, and redemptions
spiked. Also, by offering an exclusive deal on its Facebook page,
Sodastream has grown a community of repeat buyers who love its product.
The Cool KidThis guy shows up in your newsfeed
and you can't help but chuckle. Or sometimes, you just sit there with
your mouth hanging open in disbelief at the creativity. You can't wait
to see what this guy does next. Brands that can capture that level of
content really up the game for other brands on Facebook. Take a look at New Castle,
for instance. With their "No Bollocks" campaign, they've truly captured
the tone of the brand in a way that leaves people wanting more. They
even poke fun at Facebook marketing WHILE marketing on Facebook. Very
cool.
The ConversationalistIt used to be difficult
to ask a brand about its new products, or offer feedback on an ad
campaign. And it was near impossible to receive a response. Now, brands
are compelled to answer. The conversationalist turns this into a big
opportunity. It routinely replies with personalized, non-canned answers
to its fans. Check out Warby Parker,
as an example. It responds directly to comments and questions on
Facebook, and it brings conversations happening on other networks back
to Facebook. Check out this re-post of a fan's Instagram post. He's
deciding which Warby Parker glasses look best. But Warby Parker doesn't
just answer him; it starts a bigger conversation with its community.
The ArtisteThe artiste understands that visual content is essential to growing his network. According to a recent SocialToaster study,
90 percent of social media pros agree that pictures are most likely to
be "shared" by Facebook fans. The artiste embraces this fact, and
frequently posts beautiful, funny, or hunger-inducing images on its
Facebook page. Travel sites like Expedia and restaurant chains like Panera Bread do this very well.
The CoachThis gal wants to teach you and
inspire you to be your very best. Whether through video tutorials or
quick tips, the coach is always teaching, and giving her community
something. You know who's an amazing coach? Bobbi Brown.
Her Facebook page is a lot less about her specific products, and much
more about how to apply amazing eye makeup, or tips for a perfect "beach
look."
The Game Show HostThis guy knows Facebook is
supposed to be fun. He constantly comes up with innovative promotions
and rewards fans. Check out one of my personal favorites: Seamless, the
food delivery service. As an example, Seamless created
a "King for a Day" daily sweeps on its Facebook page, and gave away
prizes. Customers could win food or some kind of royal treatment (a limo
ride, maid service). And because they could win daily, they returned to
the page each day. Seamless also regularly tries to surprise and
delight on its Facebook page. It often sends big fans a boatload of food
for free on a whim; Seamless delivered one dessert-loving fan every
dessert item off of her favorite menu!
Think about why you, as a consumer, might interact with a company
on Facebook? Is it to learn? To offer feedback? To win? Or simply to
laugh and have fun? Then use those motivators to create content that
will work for your customers.
Which of these personas do you see your brand most emulating? Tell me about it in the comments below.
Article courtesy of Inc. Magazine
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