ASSIGNMENT #4 - SOCIAL MEDIA MARKETING ANALYSIS
1. Wei-ping Shih
Company name: H&M
Facebook page: https://www.facebook.com/hm
“12,866,779 likes · 252,924 talking about this · 221,596
were here”
H&M (Hennes & Mauritz AB) is a fashion retail-clothing
company originated from Sweden. It currently has about 13 million ‘likes’ on
Facebook. I believe that H&M has done a great job using social media
marketing based on the effort they put into their Facebook page.
H&M allows user-generated content on the top right
corner of the page so it’s one of the first things people see. These include “recent
posts by others” and help boost the image of H&M through other Facebook
users. Certainly, it also allows H&M Facebook page administrators to
quickly browse through these “recent post by others” to gain feedback on how
the company or the page itself is doing. Facebook users are also free to
comment on the latest fashion through H&M’s page updates. This creates some
sort of customer service “portal” as well because H&M administrators
actually respond to user’s questions if they comment on the page.
In order to attract Facebook users, H&M focuses more on
content flow rather than premiums. Premiums can be effective but does not
attract Facebook users from the root cause – that is, appreciating the company
and its fashion. A good comparison would be Amazon.com’s Facebook page, which
has about a similar number of likes. Amazon.com is arguably a much larger
company but it markets its Facebook page with only promotions and coupon codes.
While H&M also has a small amount of deals, unlike Amazon.com, H&M focuses
on another approach by focusing on heavy content flow. It updates its Facebook
page with new fashion or products multiple times a day so that Facebook users
that enjoy H&M fashion would most likely revisit the page. H&M has
updates on fashion from all around the world (eg. Tokyo, Paris, etc). It also
has product-based updates such as “pick of the day” or “party essentials” that
target consumers and not just for the Facebook ‘likes’.
Lastly, H&M Facebook page also provides a medium of
participation by allowing users to exchange their tastes and comments on the
latest fashions. It also announces and creates events and then posts event
photos as a follow-up.
2. Emre Karaca
In the following text I will analyze ikea's 2009 Facebook showroom campaign. The Swedish advertising agency Forsman & Bodenfors came up with a brilliant marketing idea for the new Ikea store that was to be opened in Malmo, Sweden at the time. The agency created a profile for the store manager of the new Ikea and uploaded twelve pictures of the newly built showrooms inside the new Ikea store over the course of three weeks. Users were then encouraged to tag themselves on the various furniture items. The first person to tag an item won the item.
In the following text I will analyze ikea's 2009 Facebook showroom campaign. The Swedish advertising agency Forsman & Bodenfors came up with a brilliant marketing idea for the new Ikea store that was to be opened in Malmo, Sweden at the time. The agency created a profile for the store manager of the new Ikea and uploaded twelve pictures of the newly built showrooms inside the new Ikea store over the course of three weeks. Users were then encouraged to tag themselves on the various furniture items. The first person to tag an item won the item.
Since tagging oneself to pictures in Facebook is immediately published on one's friends news streams this lead to thousands of people becoming interested in the store managers Facebook profile. Especial
ly since the twelve pictures were posted over the course of three weeks, interest in the ongoings on this profile page was able to organically grow into an immense audience actively seeking new developments on this commercial profile page.
Especially interesting is the fact that when tagging someone on a picture, this not only gets published on one's social network, but the image description provided by the advertising agency was also published alongside the picture itself and the information that someone tagged himself in that picture.
Especially interesting is the fact that when tagging someone on a picture, this not only gets published on one's social network, but the image description provided by the advertising agency was also published alongside the picture itself and the information that someone tagged himself in that picture.
In effect instead of just advertising Ikea in the conventional way, the agency succeeded in getting people to engage with the company and literally write their names all over this interactive Facebook catalogue and furthermore voluntarily promoting the information, that one can win free furniture items if one visits and likes this Facebook profile.
The attached link leads to a video made by the advertising agency in which it demonstrates how it used existing Facebook functionalities in order to create an extremely low-cost advertising campaign that involves customer participation and promotion. http://youtu.be/0TYy_3786bo
3. David Oern Hilmarsson
http://www.facebook.com/HBO
For this assignment I have decided to evaluate HBO’s (Home Box Office) official Facebook page. The first thing that is very noticeable about HBO’s Facebook presence is that they post fairly regularly. About every 3-4 days on average. What is noteworthy about these posts, is that the post content is not necessarily devoted to current running TV shows and movies, but they constantly make readers aware of what other television material they’ve previously shown and could be of interest to them, and also what fans should be looking forward to seeing in the future. They do an amicable job at portraying their most popular material. Be it TV series, movies or sports.
They have allowed their Facebook page to be open
in the way that Facebook users are able to write posts on their wall, thus allowing users to comment freely and give feedback in any way they wish. Although rarely does HBO itself comment on posts they themselves have not published. My opinion is that HBO does not actively use their Facebook page as a platform for customer service, and refrains from answering any questions and requests directly.
HBO does attempt to somewhat engage users in participation by asking certain questions that are often related to HBO’s popular TV shows. They actively promote a series of Q&A sessions with various actors, directors, writers and other people connected to the entertainment industry.
They do little, if any, form of premium offering and do not actively encourage users to partake in submitting user generated content.
All in all I would say they do a rather mediocre job at managing their Facebook page. The posts they publish do a decent job at keeping users “in the loop” on what is currently airing on HBO and what entertainment users can anticipate from them. These posts are fashioned and formed to fit into a user’s personal news feed, thus it negates any real form of draw power to HBO’s actual Facebook page. The majority of users that write in HBO’s wall are users that either comment on recent developments in their favorite shows, make requests for content to be available on HBO’s services and simple nonsensical spam.
My opinion is that HBO should increase focus on user participation by creating competitions, give-aways, or other forms of activities that actively would draw users to revisit their Facebook page actively. Thus users would “check in” besides every 3-4 days when HBO publishes new content.
HBO does attempt to somewhat engage users in participation by asking certain questions that are often related to HBO’s popular TV shows. They actively promote a series of Q&A sessions with various actors, directors, writers and other people connected to the entertainment industry.
They do little, if any, form of premium offering and do not actively encourage users to partake in submitting user generated content.
All in all I would say they do a rather mediocre job at managing their Facebook page. The posts they publish do a decent job at keeping users “in the loop” on what is currently airing on HBO and what entertainment users can anticipate from them. These posts are fashioned and formed to fit into a user’s personal news feed, thus it negates any real form of draw power to HBO’s actual Facebook page. The majority of users that write in HBO’s wall are users that either comment on recent developments in their favorite shows, make requests for content to be available on HBO’s services and simple nonsensical spam.
My opinion is that HBO should increase focus on user participation by creating competitions, give-aways, or other forms of activities that actively would draw users to revisit their Facebook page actively. Thus users would “check in” besides every 3-4 days when HBO publishes new content.
4. Hen-Ju Sophia Song
Facebook page: Back to the Roots
16.390 “Likes”
1.269 are talking about it
https://www.facebook.com/
In the following text the company’s social media page which will be analyzed is “Back to the Roots” (BTTR). Back to the roots produces and sells mushroom kits for farming gourmet mushrooms on entirely recycled coffee ground. Their newest product, which is currently in the product development phase, is an Aquaponics Garden. By looking at their Facebook page you can assume: they are doing an effective job of social marketing.
They utilized a simple but effective tool for their social marketing campaign. In order to generate participation, they ask their customers and potential customers to post a picture of their successfully grown mushrooms. For every posted picture BTTR donates a mushroom kit to an elementary school class of the customer’s choice.
Besides this constantly ongoing premium, they also offer special premiums on e.g. Mother’s day- the BTTR Mother’s Day Photo Challenge, where “you can give your mom mushroom kits for a year, if you win!” or for their 10,000 fan mark on Facebook.
But not just giving away something for free promotes the user-generated content; it is also this well-thought through concept: people are growing something, they put in effort and BTTR is providing a platform where the customers can show off the fruits of their work. And they don’t even have to feel bad, since by posting a picture they do something good: indirectly they donate a mushroom kit to an elementary school class; they support the education of children.
Furthermore BTTR is using Facebook as a customer service portal, where they answer any questions and complains, with a steady content flow. With their second product launch, they keep their customers updated on the development etc.
In my opinion, BTTR is a good example to show how social marketing is supposed to look like. They found an effective and convincingly way to integrate their social mission as a social venture into their social media marketing.
In the following text the company’s social media page which will be analyzed is “Back to the Roots” (BTTR). Back to the roots produces and sells mushroom kits for farming gourmet mushrooms on entirely recycled coffee ground. Their newest product, which is currently in the product development phase, is an Aquaponics Garden. By looking at their Facebook page you can assume: they are doing an effective job of social marketing.
They utilized a simple but effective tool for their social marketing campaign. In order to generate participation, they ask their customers and potential customers to post a picture of their successfully grown mushrooms. For every posted picture BTTR donates a mushroom kit to an elementary school class of the customer’s choice.
Besides this constantly ongoing premium, they also offer special premiums on e.g. Mother’s day- the BTTR Mother’s Day Photo Challenge, where “you can give your mom mushroom kits for a year, if you win!” or for their 10,000 fan mark on Facebook.
But not just giving away something for free promotes the user-generated content; it is also this well-thought through concept: people are growing something, they put in effort and BTTR is providing a platform where the customers can show off the fruits of their work. And they don’t even have to feel bad, since by posting a picture they do something good: indirectly they donate a mushroom kit to an elementary school class; they support the education of children.
Furthermore BTTR is using Facebook as a customer service portal, where they answer any questions and complains, with a steady content flow. With their second product launch, they keep their customers updated on the development etc.
In my opinion, BTTR is a good example to show how social marketing is supposed to look like. They found an effective and convincingly way to integrate their social mission as a social venture into their social media marketing.
5. Ditte Thestrup Foss
Analysis and evaluation of the Facebook page for Føtex (a Danish supermarket chain): 24.496 likes.
https://www.facebook.com/
The company Føtex is doing an effective job of social media marketing I would say.
There is a lot of different surveys, for example what people prefer to eat, people can upload pictures from their interaction with the company. The company gives inspiration to how to prepare holiday meals, and provide recipes, combined with posts of related items on sale and special offers.
They have a lot of different contests people can participate in. For example can people make their own theme song for the company and win 20.000 DKR.
They have a tutorial video on their price match – a new concept they have introduced to compete against other super market chains for the lowest price.
If people in a store find a product gone bad, they are using premiums – free give away to make up for the bad experience and thereby keeping the customers satisfied, furthermore the company give away free skin-analysis at the moment in different warehouses around the country.
Furthermore they post a lot of pictures of for example the products on sale, life in the different stores, special sales and a lot of pictures of happy children (always good for a company’s image). The picture gallery is containing material the company posts as well as user-generated materials.
They had a model content – because they want “real life” people to model for them, this has given them a lot of positive feedback and making real life people relate to them and their products better.
This Facebook page however contains all the 4 types of users, mostly fans, looking for inspiration and freeloaders, also even though not much, some negative feedback with people posting negative links and comments on the wall.
They do not comment on the comments they get, unless it is very specific and practical matters. I think that is actually a wise decision, other companies seem to get a lot of trouble communicating directly with the users, for example Wallmart and Ben&Jerry’s have problems with negative comments, and whenever the company replies, more negative comments follow or a discussion on the wall, often not beneficial for the company often generating more negative communication. Both Wallmart and Ben&Jerry’s are both posting political material and showing support for example American Veterans, instead of keeping their Facebook page simple and only about the company and its products. Furthermore a tactic Wallmart uses is sometimes to only respond to positive comments and ignoring a lot of other comments, giving a bad impression of the company.
By creating a fan page for Føtex, on Facebook, they have created a venue for information and commercials, by keeping a “distance” to the user they at the same time keep up their professional appearance. They make it clear that this page is for fans, and therefore not a place for people to let of steam. I do not know if it is a cultural thing, but the Danish companies Facebook pages I researched for this assignment did not seem to be used by haters of the companies.
The content flow on the page is good, happens on a regular basis with a lot of updates and material inviting the customer to be participating in various activities.
All in all, Føtex does a good job using interactive marketing to create and maintain a positive image on Facebook. The company uses the Facebook page to spread knowledge about new products, their brands, upcoming events, contests etc. and thereby using Facebook as a mass media channel. At the same time the company has made interpersonal communication possible on page and they do provided a venue for dialogue to communicate with the customers, for example on the wall, where the company is communicating directly with the customers, encouraging them to help the company improve, by leaving comments and reviews on the wall, trying to get to know what the customers want so the company can tailor their marketing better. The majority of the customers seem to support this, by using the page in a constructive way and making a two way communication happen between user and company creating the foundation for a “healthy relationship” for them.
The company Føtex is doing an effective job of social media marketing I would say.
There is a lot of different surveys, for example what people prefer to eat, people can upload pictures from their interaction with the company. The company gives inspiration to how to prepare holiday meals, and provide recipes, combined with posts of related items on sale and special offers.
They have a lot of different contests people can participate in. For example can people make their own theme song for the company and win 20.000 DKR.
They have a tutorial video on their price match – a new concept they have introduced to compete against other super market chains for the lowest price.
If people in a store find a product gone bad, they are using premiums – free give away to make up for the bad experience and thereby keeping the customers satisfied, furthermore the company give away free skin-analysis at the moment in different warehouses around the country.
Furthermore they post a lot of pictures of for example the products on sale, life in the different stores, special sales and a lot of pictures of happy children (always good for a company’s image). The picture gallery is containing material the company posts as well as user-generated materials.
They had a model content – because they want “real life” people to model for them, this has given them a lot of positive feedback and making real life people relate to them and their products better.
This Facebook page however contains all the 4 types of users, mostly fans, looking for inspiration and freeloaders, also even though not much, some negative feedback with people posting negative links and comments on the wall.
They do not comment on the comments they get, unless it is very specific and practical matters. I think that is actually a wise decision, other companies seem to get a lot of trouble communicating directly with the users, for example Wallmart and Ben&Jerry’s have problems with negative comments, and whenever the company replies, more negative comments follow or a discussion on the wall, often not beneficial for the company often generating more negative communication. Both Wallmart and Ben&Jerry’s are both posting political material and showing support for example American Veterans, instead of keeping their Facebook page simple and only about the company and its products. Furthermore a tactic Wallmart uses is sometimes to only respond to positive comments and ignoring a lot of other comments, giving a bad impression of the company.
By creating a fan page for Føtex, on Facebook, they have created a venue for information and commercials, by keeping a “distance” to the user they at the same time keep up their professional appearance. They make it clear that this page is for fans, and therefore not a place for people to let of steam. I do not know if it is a cultural thing, but the Danish companies Facebook pages I researched for this assignment did not seem to be used by haters of the companies.
The content flow on the page is good, happens on a regular basis with a lot of updates and material inviting the customer to be participating in various activities.
All in all, Føtex does a good job using interactive marketing to create and maintain a positive image on Facebook. The company uses the Facebook page to spread knowledge about new products, their brands, upcoming events, contests etc. and thereby using Facebook as a mass media channel. At the same time the company has made interpersonal communication possible on page and they do provided a venue for dialogue to communicate with the customers, for example on the wall, where the company is communicating directly with the customers, encouraging them to help the company improve, by leaving comments and reviews on the wall, trying to get to know what the customers want so the company can tailor their marketing better. The majority of the customers seem to support this, by using the page in a constructive way and making a two way communication happen between user and company creating the foundation for a “healthy relationship” for them.
6. Kevin Xiao
Company name: Riot Games
Facebook page: http://www.facebook.com/
League of Legends is a free multiplayer online battle-arena video game rapidly rising in popularity. The game was fully released in 2009 on the North American server by Riot Games, a fairly young company established in 2006. Currently, the company starts taking over other regions with its European, Taiwanese, Chinese, and Korean servers.
Riot Games markets its product through various means, including the use of Facebook, Twitter, and YouTube. Because Riot Games promises to keep the game “player-focused,” effectively communicating with the player base is extremely important. The positive feedbacks from the players indicate that the Facebook page of the game is doing a fine job of social media marketing.
In the game, there are many playable characters called champions, and each champion has multiple “skins” which provide them with different looks. These extra contents usually cost money to unlock, but Riot Games uses free “skins” to attract players to follow them on Facebook. Many of my friends and I, a veteran player, follow League of Legends in order to get these rewards, and in return Riot Games gets to advertise the game to all my Facebook friends. This marketing technique is much more efficient than the conventional tactics since the company is accurately targeting the age group that has the most time to play games.
Riot Games often creates surveys to get players’ opinions on newly released contents. If a good amount of players complain about a champion’s appearance, Riot Games will actually rework the model and release visual updates to satisfy the crowd. Sometimes the company also creates prized events to engage the users. Riot Games just finished a comic contest on the Facebook. The players got to send in their own artworks, and the finalists of these user-submitted materials were showcased on the Facebook page.
Because the developers regularly release new champion and skins, there are always new materials on the Facebook page. The development team keeps the players updated by constantly updating their progresses. Players can watch the complete designing process of each upcoming champion through art spotlight video. Moreover, Riot Games also notifies the players on its prized tournaments. Because the regional tournaments are of various sizes, players do not have to be professional players to participate. For the past month, the majority of the updates on League of Legends Facebook page are about the season two finals, with the one-million-dollar top prize going to the Taiwanese team. Riot Games employees communicates with players under each posts in the comment section.
Company name: Riot Games
Facebook page: http://www.facebook.com/
League of Legends is a free multiplayer online battle-arena video game rapidly rising in popularity. The game was fully released in 2009 on the North American server by Riot Games, a fairly young company established in 2006. Currently, the company starts taking over other regions with its European, Taiwanese, Chinese, and Korean servers.
Riot Games markets its product through various means, including the use of Facebook, Twitter, and YouTube. Because Riot Games promises to keep the game “player-focused,” effectively communicating with the player base is extremely important. The positive feedbacks from the players indicate that the Facebook page of the game is doing a fine job of social media marketing.
In the game, there are many playable characters called champions, and each champion has multiple “skins” which provide them with different looks. These extra contents usually cost money to unlock, but Riot Games uses free “skins” to attract players to follow them on Facebook. Many of my friends and I, a veteran player, follow League of Legends in order to get these rewards, and in return Riot Games gets to advertise the game to all my Facebook friends. This marketing technique is much more efficient than the conventional tactics since the company is accurately targeting the age group that has the most time to play games.
Riot Games often creates surveys to get players’ opinions on newly released contents. If a good amount of players complain about a champion’s appearance, Riot Games will actually rework the model and release visual updates to satisfy the crowd. Sometimes the company also creates prized events to engage the users. Riot Games just finished a comic contest on the Facebook. The players got to send in their own artworks, and the finalists of these user-submitted materials were showcased on the Facebook page.
Because the developers regularly release new champion and skins, there are always new materials on the Facebook page. The development team keeps the players updated by constantly updating their progresses. Players can watch the complete designing process of each upcoming champion through art spotlight video. Moreover, Riot Games also notifies the players on its prized tournaments. Because the regional tournaments are of various sizes, players do not have to be professional players to participate. For the past month, the majority of the updates on League of Legends Facebook page are about the season two finals, with the one-million-dollar top prize going to the Taiwanese team. Riot Games employees communicates with players under each posts in the comment section.
7. Karoline Leikanger
Company name: Ben & Jerry’s
Facebook page: http://www.facebook.com/
“Ben & Jerry’s believe business has a responsibility to give back to the community. We make the best possible ice cream in the nicest way possible.”
"Ben & Jerry’s" are a well-known ice-cream company that’s been around since 1978, May 5th. Their main focus group according to Facebook is between the ages of 18-24. As of today the company receives an amazing 4.5 million likes on their Facebook page and around 70 000 people are talking about them. It’s safe to conclude that there are a lot of ice-cream lovers out there and that Ben & Jerry’s has managed to make a solid brand. They’re doing a good job when marketing themselves through different channels, such as Facebook, twitter and Instagram. When answering what makes Ben & Jerry's, Ben & Jerry's, they say: “it’s the people dedicated to making sure every scoop of Ben & Jerry's delivers a tastebud-boggling odyssey great enough to take you all the way to the state of euphoria. Every time.”
The company makes good use of interactive marketing and has succeeded in creating a positive image. In fact, they just posted a contest through YouTube on their Facebook page (15.11.12) writing that they’re choosing out winners from around the world to do advertising with their Instagrams in their communities. Take a photo, upload, label it with #CaptureEuphoria and you’re officially in the contest. I think this is a clever marketing “stunt” that’s fun and engaging. It makes people talk about them and having a great time while doing so. Every week they’re posting a picture taken from a “fan” (customer). They’re also making use of “premiums”, such as free cone day, where you’ll get a scoop of a selected flavor for free. Using “premiums” in this way helps maintaining a good customer base and the interaction generates more customers through giving them these free “euphoric” samples. They have a well-sized picture gallery illustrating different events they’ve featured, such as Grand Point North Festival, Bonnaroo’s, #VermontbyVermonters and Adult swim with Ben & Jerry’s and also user-generated material, such as uploaded pictures of random people enjoying their ice-cream in different ways, with “fan photo” in the caption and the “Cannoli finder” where people help each other out by posting where to find this limited batch.
The site has a fairly good content flow with updated and engaging material posted on a regular basis. They’re very socially engaged and they’ve taken a stand on different issues, for example fair-trade, climate justice and peace building. Especially focused on politics and with the campaign, “getting the dough out of politics”, they’ve posted pictures and videos on their “wall” in order to make their customers talking and hopefully making a difference.
People are able to leave comments and pictures on their Facebook page. This is potentially risky, as it’s providing an arena for negative comments, but while browsing through the different comments the majority seems to be very happy with the product. In order to accommodate unsatisfied customers, the company provides a customer satisfaction guarantee, with new ice-cream for free.
Overall, I think that the company has done a good marketing job.
Company name: Ben & Jerry’s
Facebook page: http://www.facebook.com/
“Ben & Jerry’s believe business has a responsibility to give back to the community. We make the best possible ice cream in the nicest way possible.”
"Ben & Jerry’s" are a well-known ice-cream company that’s been around since 1978, May 5th. Their main focus group according to Facebook is between the ages of 18-24. As of today the company receives an amazing 4.5 million likes on their Facebook page and around 70 000 people are talking about them. It’s safe to conclude that there are a lot of ice-cream lovers out there and that Ben & Jerry’s has managed to make a solid brand. They’re doing a good job when marketing themselves through different channels, such as Facebook, twitter and Instagram. When answering what makes Ben & Jerry's, Ben & Jerry's, they say: “it’s the people dedicated to making sure every scoop of Ben & Jerry's delivers a tastebud-boggling odyssey great enough to take you all the way to the state of euphoria. Every time.”
The company makes good use of interactive marketing and has succeeded in creating a positive image. In fact, they just posted a contest through YouTube on their Facebook page (15.11.12) writing that they’re choosing out winners from around the world to do advertising with their Instagrams in their communities. Take a photo, upload, label it with #CaptureEuphoria and you’re officially in the contest. I think this is a clever marketing “stunt” that’s fun and engaging. It makes people talk about them and having a great time while doing so. Every week they’re posting a picture taken from a “fan” (customer). They’re also making use of “premiums”, such as free cone day, where you’ll get a scoop of a selected flavor for free. Using “premiums” in this way helps maintaining a good customer base and the interaction generates more customers through giving them these free “euphoric” samples. They have a well-sized picture gallery illustrating different events they’ve featured, such as Grand Point North Festival, Bonnaroo’s, #VermontbyVermonters and Adult swim with Ben & Jerry’s and also user-generated material, such as uploaded pictures of random people enjoying their ice-cream in different ways, with “fan photo” in the caption and the “Cannoli finder” where people help each other out by posting where to find this limited batch.
The site has a fairly good content flow with updated and engaging material posted on a regular basis. They’re very socially engaged and they’ve taken a stand on different issues, for example fair-trade, climate justice and peace building. Especially focused on politics and with the campaign, “getting the dough out of politics”, they’ve posted pictures and videos on their “wall” in order to make their customers talking and hopefully making a difference.
People are able to leave comments and pictures on their Facebook page. This is potentially risky, as it’s providing an arena for negative comments, but while browsing through the different comments the majority seems to be very happy with the product. In order to accommodate unsatisfied customers, the company provides a customer satisfaction guarantee, with new ice-cream for free.
Overall, I think that the company has done a good marketing job.
8. CHRISTOFFER HVOLBAEK
Company Name : Wise Foods
Company Name : Wise Foods
Facebook page : http://www.facebook.com/
Wise Foods is a food/beverage company. I`ve been looking at Wise foods Facebook page, and found that they have a lot of stuff happening all the time. Today they have over 51000 likes and it looks like a page that`s updated and commented on almost every day. It contains videos, tours, games and sponsoring that the company have done. They have links to all their products that have pages of on Facebook and to their homepage (www). I think it is safe to say that that have a good content flow on their page.
On their FB page, the company have made a game where people can play and win chips and free memberships for a game portal. This game is free and you can play every 8 hours and this makes people get back to their page repeatedly. By using premiums and participation in one game they make can attract more people to their page and make them come back over and over again.
People can add a post on the page and ask/comment/complain on products or there page.
This can easily be used for collecting information from the people and to give feedback when needed.
When browsing down the page I can`t find any User-Generated content. I guess they have focused on a more text interaction and not as much on images or videos for their page. Users can add photos in their posts but is not used by many people, but this is not a gallery feature. Only administrators for the page posts a lot of images and some videos to show their products or making a statement.
Information and posts are updated almost everyday with new and interesting information. Veterans Day, Halloween, presidential voting day and other important known days have been posted and almost all post are tagged with an image.
My conclusion of this page is that they have a lot of stuff happening all the time and tries to marked their products to as many age groups as possible, but their main group is kids, teens and young adults. With providing recipes and referring too many of the known dates they can connect with a bigger audience. They use their page as a billboard and a portal for to their products and games.
I think they are doing a good job, but think they could get more people to their page if they had some drawing and writing contests with prices. Maybe even add more free stuff for people.
Adding User-Generated Content and more Premiums would make this page bigger, or even just drop the page and refer to their homepage on the web and focus on making that page better and putting all that information and work into it.
Wise Foods is a food/beverage company. I`ve been looking at Wise foods Facebook page, and found that they have a lot of stuff happening all the time. Today they have over 51000 likes and it looks like a page that`s updated and commented on almost every day. It contains videos, tours, games and sponsoring that the company have done. They have links to all their products that have pages of on Facebook and to their homepage (www). I think it is safe to say that that have a good content flow on their page.
On their FB page, the company have made a game where people can play and win chips and free memberships for a game portal. This game is free and you can play every 8 hours and this makes people get back to their page repeatedly. By using premiums and participation in one game they make can attract more people to their page and make them come back over and over again.
People can add a post on the page and ask/comment/complain on products or there page.
This can easily be used for collecting information from the people and to give feedback when needed.
When browsing down the page I can`t find any User-Generated content. I guess they have focused on a more text interaction and not as much on images or videos for their page. Users can add photos in their posts but is not used by many people, but this is not a gallery feature. Only administrators for the page posts a lot of images and some videos to show their products or making a statement.
Information and posts are updated almost everyday with new and interesting information. Veterans Day, Halloween, presidential voting day and other important known days have been posted and almost all post are tagged with an image.
My conclusion of this page is that they have a lot of stuff happening all the time and tries to marked their products to as many age groups as possible, but their main group is kids, teens and young adults. With providing recipes and referring too many of the known dates they can connect with a bigger audience. They use their page as a billboard and a portal for to their products and games.
I think they are doing a good job, but think they could get more people to their page if they had some drawing and writing contests with prices. Maybe even add more free stuff for people.
Adding User-Generated Content and more Premiums would make this page bigger, or even just drop the page and refer to their homepage on the web and focus on making that page better and putting all that information and work into it.
9. WON YOUNG HONG
Company name : sephora
Facebook page : http://www.facebook.com/
Sephora is one of the popular brands. On facebook, Sephora page has “4,317,848 likes , 102,039 talking about this , 851 were here” status. The page is visualistic enough to attract consumers to their product and they post 2.5 postings a day during business days. That’s pretty active posting. Since Sephora has lots of special offers compared to cosmetic brand itself or other retail shops, advertisement of their offer is informative enough advertising all their seasonal product and big sales. We can tell that its premium and regular flow are possible due to its industry itself. Since the product is commodities and its B2C industry, their direct stimulation on consumer makes themselves premiums.
However, on the other hand, they have somewhat one-way communication. They do create events or surveys but the events are not regular and also limited to specific areas. Also, the surveys are not really for the consumers but for themselves. But we can tell that it’s not effective enough because participation rate is not that high. That proves their effort or outcome of participation are not successful and also we can tell that it’s not user-generated content. As a result, Sephora’s facebook page is not like a portal but like bill board advertisement without real and active communication of users.
Company name : sephora
Facebook page : http://www.facebook.com/
Sephora is one of the popular brands. On facebook, Sephora page has “4,317,848 likes , 102,039 talking about this , 851 were here” status. The page is visualistic enough to attract consumers to their product and they post 2.5 postings a day during business days. That’s pretty active posting. Since Sephora has lots of special offers compared to cosmetic brand itself or other retail shops, advertisement of their offer is informative enough advertising all their seasonal product and big sales. We can tell that its premium and regular flow are possible due to its industry itself. Since the product is commodities and its B2C industry, their direct stimulation on consumer makes themselves premiums.
However, on the other hand, they have somewhat one-way communication. They do create events or surveys but the events are not regular and also limited to specific areas. Also, the surveys are not really for the consumers but for themselves. But we can tell that it’s not effective enough because participation rate is not that high. That proves their effort or outcome of participation are not successful and also we can tell that it’s not user-generated content. As a result, Sephora’s facebook page is not like a portal but like bill board advertisement without real and active communication of users.
10. Alice Wang
Company Name: Godiva Chocolatier
Facebook Page: http://www.facebook.com/
Godiva Chocolatier makes a decent use of its Facebook page to market its products and interact with its customers. Overall, the company’s use of the social media helps them construct a positive image on its own brand through several strategies. Godiva informs its customers on its new products and provide short captions along with a picture to market the new flavors. This keeps the customers updated on the company’s selection of chocolate pieces while setting out incentives for them to stop by the store to try out the new flavor. The company also creates surveys to find out the customers’ favorite flavors and upon completion enter the customers in a drawing for a box of free chocolate. This premium attracts a large pool of customers to its company page. Not only does this increase interaction between the consumer and the company, but also creates an opportunity for the company to adjust the production of each flavor of chocolate based on the market analysis.
Godiva Chocolatier updates a new status on its Facebook page almost every single day, and to my surprise this page has evolved into a customer service portal where customers among themselves discuss about the product and leave suggestions for the company to intake. Looking through the wall of comments on the page, I see that 90% of the comments are positive, so it helps gives people who have not tried Godiva’s chocolate the impression that the chocolate is worth buying. Lastly, the company is involved in many charitable events such as FEED, American Red Cross, Breast Cancer’s Awareness, and etc…For example, the company commits to donating a certain amount of money to alleviate the damages Hurricane Sandy has caused and also provides links to encourage its customers to donate and show their support. It also posts greeting status to wish everyone a good holiday or to extend blessings to those who are impacted by catastrophic events such as Hurricane Sandy. These messages that Godiva posts on its Facebook page certainly attribute to the company’s positive image and establish a better interaction between the consumers and the company. With the various strategies that Godiva utilizes through the social media, the company does a fairly effective job in marketing its products and brand name.
Company Name: Godiva Chocolatier
Facebook Page: http://www.facebook.com/
Godiva Chocolatier makes a decent use of its Facebook page to market its products and interact with its customers. Overall, the company’s use of the social media helps them construct a positive image on its own brand through several strategies. Godiva informs its customers on its new products and provide short captions along with a picture to market the new flavors. This keeps the customers updated on the company’s selection of chocolate pieces while setting out incentives for them to stop by the store to try out the new flavor. The company also creates surveys to find out the customers’ favorite flavors and upon completion enter the customers in a drawing for a box of free chocolate. This premium attracts a large pool of customers to its company page. Not only does this increase interaction between the consumer and the company, but also creates an opportunity for the company to adjust the production of each flavor of chocolate based on the market analysis.
Godiva Chocolatier updates a new status on its Facebook page almost every single day, and to my surprise this page has evolved into a customer service portal where customers among themselves discuss about the product and leave suggestions for the company to intake. Looking through the wall of comments on the page, I see that 90% of the comments are positive, so it helps gives people who have not tried Godiva’s chocolate the impression that the chocolate is worth buying. Lastly, the company is involved in many charitable events such as FEED, American Red Cross, Breast Cancer’s Awareness, and etc…For example, the company commits to donating a certain amount of money to alleviate the damages Hurricane Sandy has caused and also provides links to encourage its customers to donate and show their support. It also posts greeting status to wish everyone a good holiday or to extend blessings to those who are impacted by catastrophic events such as Hurricane Sandy. These messages that Godiva posts on its Facebook page certainly attribute to the company’s positive image and establish a better interaction between the consumers and the company. With the various strategies that Godiva utilizes through the social media, the company does a fairly effective job in marketing its products and brand name.
