in association with
And open technology platforms are adding to the ease with which brands can now build richer and more interactive environ- ments within Facebook. Meteor recently integrated its online store into Facebook and also allows users to top up online. Pampers, the master of maximising social media equity, runs its forums and loyalty schemes through Facebook, as well as selling product direct to mothers. Red Bull even runs its web TV channel through Facebook.
All of these brands are leveraging the Facebook user base in a unique way, building interactive elements into Facebook itself and using the site for advertising, community management, loyalty building and many more communications initiatives.
Achieving visibility
Of course, building high levels of interactivity and conversation is one thing, getting found and building an audience to balance your development expenditure is quite another. Getting your page found on Facebook often requires the same effort as that involved in getting your website found on the internet. The lucky brands can generate a groundswell where users seek them out and their fan base grows, while for the majority of others, significant investment is required to grow social presence and met- rics.
Cadbury in the UK realised the potential of social media in 2007, when users on Facebook began a campaign to bring back Wispa. However, Cadbury cleverly leveraged the groundswell using tradi- tional media to fuel the idea and encouraging more people to join the campaign to bring back Wispa. By using traditional media to direct users to social channels, Cadbury was able, for the first time, to build a communication strategy based on advocacy, rather than audience, but advertising budget was required to achieve this. Wispa is now one of the top 10 selling bars and has over 1.4 million fans on Facebook. Closer to home, Captain Morgan initially used print media to advertise its Facebook page designed to encourage users to
Meteor has integrated its online store into Facebook
attend its tastings. The brand quickly built up a following and has since then managed to secure more than 75,000 ‘likes’ (fans) on Facebook. Naturally, numbers of people on your Facebook page should not be the only goal for a social media strategy, but there needs to be a sensible base level of numbers of people to make it worthwhile and to allow you develop conversations that will add value to your brand. So, it’s worth investing budget into your social media strat- egy to promote it, allow you to grow your presence and then lever- age the brand advocacy that exists for your brand within Facebook pages.
Shenda Loughnane is head of digital at Aegis Media.
MEDIAWATCH <
ADVERTISING & MARKETING
At Leo Burnett Dublin we are proud to represent many of the most successful brands in the Irish market, like Kellogg’s, Primark, Nivea, GAA and Nissan to name but a few.
Check out all the latest news and our extensive range of award-winning advertising and marketing programmes on
www.leoburnett.ie/blog
If you’d like to come in and discuss how we can contribute to your brand’s success, please contact Shane McGonigle at Leo Burnett Advertising & Marketing on 01 668 9627.
Volume 4 Issue 4 2010 Marketing Age 49
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76