Best of the Best: The Giants of Facebook Business Pages
So you want to compete with the big dogs on Facebook. Well you better have a large budget and be ready to put some extensive time into it as well. Budget and committed resources are two of the biggest reasons these powerhouses are dominating on Facebook. The good news is that even though you may not become one of the Facebook giants such as Starbucks or Coca Cola, you can be competitive and enjoy a nice return on investment by learning from their strategies.
So how did the brand giants become the kings of Facebook? How can you learn from them to turn your Facebook Business Page into a driving force? Let's take a look at some of the top brands on Facebook and what their Facebook Business Pages have to offer.
Let's start with Starbucks. With close to 19 million fans, they're doing something right. Not only does Starbucks provide status updates that are interesting to its fans, such as promos, random thoughts and insight, they have individual apps allowing their fans to manage their Starbucks Card account on Facebook, reload friends Starbucks Cards, an interactive map connecting the various international Starbucks Facebook Pages as well as a tab devoted to Jobs / Careers. Plus, they stay ahead of the competition in terms of capitalizing on new social technologies; for example they have a tab devoted to those who "Check In" to a Starbucks location on Facebook Places. Adopting technology early, like the geolocation features, allows Starbucks to make the most of their Facebook presence.
Now this is just the tip of the iceberg of what Starbucks has done to achieve its number one Facebook Business Page. Most brands won't be able to compete with these Facebook Business Pages, but any brand can get ideas and inspiration for improving their page.
Coca Cola enjoys over 21 million Facebook fans. WOW! Coca-Cola's Facebook strategy is quite simple; interaction. With apps for almost everything including Christmas Wishes, Wallpaper and Screen saver downloads, to the Smile-izer, fans have all sorts of choices on how to interact. Whether they want to laugh or want to make the world a better place, Coca-Cola is giving their fans options and getting them involved. By keeping your fans feeling like they are a part of the brand, you create long-term relationships, thus building your brand's presence online.
Now you're probably thinking, Oreo, seriously? Believe me, Oreo takes Facebook very seriously. You visit their page and you immediately get a great image of none other than the delicious glass of milk with an Oreo and a COUPON! Everyone loves coupons and Facebook is one area where a simple coupon can spread like wildflowers. If your brand can utilize coupons, providing your Facebook fans with a coupon makes them feel all warm and fuzzy inside. Now if you dare, click on Oreo's recipe tab. If you weren't hungry before, you are now. Oreo offers an appealing recipe tab sharing desserts using none other than Oreo cookies.
Look at the creative use of their profile image. It's not just a simple logo. It does 2 important things. It encourages you to click for the coupon. And it highlights a fan of the week. As noted before, one of the biggest keys to success on Facebook is interaction.
At first you wonder how Disney can only have 15 million fans when Oreo has over 16 million. But there's more to this story. Disney utilizes their main or home Facebook Page to build their other Facebook pages for individual movies, shows, etc. However the coordination with their other sub brands is what makes this web of Facebook Business Pages work. Right away on the main landing tab you see their top 5 Business Pages (all with 6 million plus fans), followed by a feed of Disney related News - all from their other Facebook Business Pages. It's all self promotion, but in such a useful and fun way, it doesn't matter. Disney also offers the capability to purchase movie tickets online through an application (On a side note, their current ticket offer is for Tangled. If you have a little girl, take her to it. Awesome movie!) And their fan board tab offers videos and links to other social channels such as YouTube and Twitter. The Disney Facebook Business Page is a gateway into all of their other Facebook Business Pages, creating a successful Web of fans on Facebook.
So, now that we've taken a look at the brand giants, apply what they've done to your brand. Create a custom tab highlighting something your fans would interact with. Whether it is a game, a coupon or a simple "join our team" approach. Interaction and participation are really the keys to success. If your brand doesn't offer your fans something to get excited over, then your fans aren't going to return the favor either. Learn from the Facebook giants and apply their techniques to your brand. You don't have to do it all, but do something. Simply creating a page on Facebook isn't enough anymore. You have to interact with your fans, make them a part of your brand and get them excited about your online presence. Learn from the best and take your Facebook Business Page seriously!