Few weeks back when we published an article: 30 Inspiring Facebook Pages, we promised you that soon we will be coming up with individual case studies of popular Facebook fan pages that will help you in understanding the intricacies and various creative ideas in a much better way.
Simply creating a Facebook page, linking it with your blog or website and gaining hundreds or thousands of likes is definitely not suffice, if you want to make the most of this massive social networking platform, then you must understand that regular interaction and creativity is the key here.
Therefore, we present you case studies of four renowned brands: Coke, YouTube, Kit-Kat, Disney and a celebrity, Gary Vaynerchuk. The reason why we chose these pages is not because of their popularity but for their creativity and quality of engagement with their fans. They've not only understood the importance of Facebook for their business but have also adopted a casual and informal attitude that blends perfectly with Facebook.
Coca-Cola
- Coca-Cola is one of the most vibrant and interactive Page, and is considered to be a near perfect example of a Facebook fan page.
- In all they have 27 different tabs, with one of them dedicated entirely to their fans called "Fans Download' where they can download wallpapers, screen-savers and emoticons. It gives a feeling of belongingness to their fans and constantly encourages them to keep coming back for more.
- They have another engaging segment called "Live Positively", a movement by Coca-Cola that aims to explore and discover ways to make a positive difference in the world.
- Contacting Coca-Cola through their fan page is just a click away that takes them directly to contact us page on their website. Another way of encouraging fans to provide feedbacks.
- One of the most enjoyable feature on their page is their videos and photos which stimulates their fans to post pictures or videos about how they relate with the brand.
- They have an active discussion tab with 818 topics discussed so far.
- They have many interesting apps 'Smile-izer' and 'Ahh Giver' where one can while away quite a bit of time and also send personalized 'pick-me-up' messages to their friends (courtesy coke). These apps are so engaging and fun to use that it automatically encourages visitors to hit that like button to use these apps.
- They have also dedicated an entire tab to the creators of this page with several fun videos created by them. Not only is it fun to watch these videos but is also highly encouraging for other fans to create a page of their own.
Coca-Cola is quite inspiring when it comes to involving their fans through social networking, one of their most intriguing effort is their 'Expedition 206' campaign where they three lucky people (chosen through online poll) traveled all over the world to interact with Coca-Cola lovers and share this experience through social media on-the-go. (Learn More)
Kit-Kat
- They have an interesting tab called 'Break By Break" where they have videos of fans sharing their favorite/ideal break through series of 5 seconds videos. Just click of a button and each fan can submit their own video displaying their favorite Kit-Kat break time on a sheet of paper. This is one of the best ways to encourage fans to actively participate within the page, who wouldn't like to featured and associated with a brand like this and be seen exclusively on their Facebook page. Fans can also leave comments within the same column where videos are displayed.
- Their "What's New" section is where they engage their fans through polls or questions, like their favorite Kit-Kat advertisement, or ideal break time. By the end of each contest or poll, they choose a "Fan of the Month".
- "Kit-Kat world" is a tab that keeps in mind their international reach. A red color world map is displayed where fans can click on their country, which links to country specific Facebook Kit-Kat fan page.
- On completion of 75 years, they created another tab called "75th Anniversary" where they have an eye-appealing infographic with history of Kit-Kat and other fun facts about them.
- Another tab that is bound to encourage their hard-core fans to participate is their "Fan Test" tab where again with eye-appealing infographics they have a questionnaire with fun questions about Kit-Kat and favorite things about them. Upon answering all these questions fans can see a percentage of how much of a fan they are and can also flaunt it on their wall.
- Although Kit-Kat has way less fans than Coke or our next case study YouTube, but their staggering number of comments, likes and wall posts by fans clearly indicates the level of participation by fans and Kit-Kat's admin.
YouTube
- YouTube Facebook page has a very active wall, and they regularly keep posting videos, which I think is the USP of this page.
- Their 'Top Videos' tab has segmented videos into various categories like Music, Film & Animation, How-To etc. This way a fan doesn't have to visit the website to check out top videos. Also they have incorporated a search box within the page, which allows fans to search and watch any video within the fan page.
- Their latest "Life In A Day" campaign lured thousands of more fans, a campaign wherein fans had to upload videos of their "story of a single day on earth". They received more than 80,000 submissions.
- Just one complain with the page is that their photo section is quite bad, and ratio of number of fans and photographs is terrible, although I understand that YouTube is all about videos and images are secondary. In such a scenario it is smarter to eliminate this section entirely and maintain the quality of the page and brand image.
Disney
- Disney is such a huge brand and has so many things associated with them, that they have smartly dedicated a tab entirely for listing all pages related to Disney. Not only does it encourage fans to participate on their other pages, but also builds a strong brand image on Facebook.
- They have flaunted their huge number of fans (128,075,555) just below all the tabs with a link embedded which allows fans to share this page through their profile and encourage their friends to join in.
- The wallpaper section on the page allows fans to download wallpapers for free, with a promise that every two weeks new new wallpaper designs will be given out. No wonder loyal Disney fans keep coming for more every now and then.
- Their "Tickets Together" tab is an application that allows their fans to directly book tickets to latest Disney shows or movies without leaving Facebook.
- Their "Fan Board" section has trailers of latest movies by Disney with a "share" button enabling fans to share these videos through their profile, and perhaps encourage others to join.
- Although they do not have a separate discussion page, but thanks to their ever increasing popularity and constant encouragement to participate through their wall, the number of likes and comments are humongous.
Gary Vaynerchuk
- Gary is a New York Times bestseller author and founder of a brand called "Wine Library". He has a very popular video blog called "Wine Library TV" and has made several national television appearances with Oprah, Conan O'Brien and Ellen Degeneres etc.
- But is more fun to know about him through his Facebook page which has some great infographics on "Who Is Gary" tab with links to his 'about us' page, his 'wine library', 'tv appearances', 'episodes' and several other links which you wouldn't click on otherwise. The impressive presentation makes fans curious and very much interested.
- He has a dedicated tab for his television appearances which takes you to his website to watch them. Perhaps, a better idea would be to incorporate these videos within the page as well to make it way more engaging...something like YouTube page.
- Active and frequent participation in the page, with regular updates of what he has been up to lately and random status updates indulges fans even further in an informal way.
All these pages have something special and interesting, with loads of stuff that keeps the fans hooked on to the page, although we agree that it requires high level of technical involvement to reach the level that they have...but that's not impossible right? There are many services that let you create customized Facebook pages, or else you can hire someone to do it for you...either ways the choice is yours. If you wish to create a brand image on Facebook then you Fan Page is your face and you wouldn't want it to ugly right?
If you have some suggestions or favorite Facebook pages, then do share them with us in the comment section below.
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