Over the past few years, big brands have flocked to Facebook, making it a major part of their marketing strategies. They’ve done this for an obvious reason– the astronomical number of users on Facebook, which recently topped 1 billion. Some of these brands have done an amazing job marketing on Facebook– and their success can teach valuable lessons to everyone else who’s building and maintaining a brand/community on their Facebook Page. Without further ado, let’s look at some companies that ‘get it’ and learn something from them.
1. Taco Bell (9,452,416 likes · 151,973 talking about this · 87,321 were here)
What they do well: Everything. Seriously, Taco Bell should be what everyone else aspires to be on Facebook. One thing that stands out is their ability to relate current events to their products/brand in interesting ways. This amazingly creative photo pictured below was posted on election day. They also do a great job staying up-to-date with EdgeRank changes, as evidenced by their free Taco announcement done with a text-only post rather than a photo post.
Lesson #1: Find creative ways to talk about what’s going on in the world while still relating the message to your brand in some way. For example, a text-post about the election or a photo of the American flag wouldn’t have resonated with Taco Bell’s fans nearly as much as the photo they posted.
2. Dunkin Donuts – (7,938,766 likes · 181,659 talking about this · 26,355 were here)
What they do well: Dunkin Donuts does a great job of getting fans engaged using page apps and their cover photo. How do they do this? It’s a simple– but incredibly smart– concept: fans use their page app to submit photos of themselves enjoying Dunkin Donuts products to be ‘Fan of the Week’– where they are featured on the page’s cover photo and even on their digital billboard in Times Sqaure.
Lesson #2: Maximize the value of your cover photo (without breaking the rules). Dunkin Donuts does two interesting things with this valuable real estate: feature fans (via great customer-generated content) and promote new/seasonal products.
3. Zappos.com (303,306 likes · 14,438 talking about this)
What they do well: Customer Service, duh it’s Zappos! The important thing is that their five-star reputation for customer service translates over to Facebook as well, where they respond to literally every single wall post a fan makes– quickly and with personality. Take a look at this example from today– not only does Zappos make an initial response quickly, but they continue to engage in the conversation as time passes by.
Lesson #3: Don’t use Facebook solely as a platform to blast out messages to your fans. Engage with your fans– ask them for opinions, respond to their questions and feedback. This is how you gain amass tons of brand advocates like Zappos!
4. GoPro – (3,911,381 likes · 215,726 talking about this)
What they do well: GoPro does a great job using Facebook to market their products using content created by professional athletes using their products. In addition, they use Facebook to gather feedback on what their fans/customers want. For example, see the post below regarding how-to’s. What’s even better is that they reward their fans who are nice enough to provide feedback with daily give-aways of their awesome products.
Lesson #4: Use Facebook posts as an occasional way to gather important feedback from fans/customers and use that feedback for future business decisions. Show your appreciation for this feedback by running relevant promotions/giveaways that your fans will appreciate (and that make sense for your brand!).
5. Walmart (25,035,569 likes · 1,202,619 talking about this · 1,021,761 were here)
What they do well: Walmart does a great job using calls to action in their posts to boost engagement. There are lots of pages who ask fans to do something in strange or pushy ways that probably annoy fans more than engage them. Calls to action definitely work done right, as Dan Zarrella points out here. Check out these creative examples below from Walmart to see what I mean.
Lesson #5: Use calls-to-action when appropriate [and at an acceptable frequency] in creative ways that will inspire fans to engage. Be like Walmart, who puts in the extra effort to make their posts with calls to action fun to engage with, rather than the over-used ‘like if you agree’ or ‘comment with what you think’.
What are some other big brands that ‘get’ it when it comes to Facebook marketing? Let me know in the comments!