Facebook seems to be a popular choice for businesses using social media to promote their products and services. This is largely due to its large user base and user friendly features. But of course, similar to putting a shop at a place with high traffic – it helps, but doesn’t guarantee you good business.
Your store front must look appealing enough to attract customers, and the shopping experience you offer plays a big part in making sales. Hence, it is important for businesses to go beyond having a mere presence on Facebook, and provide an experience that will prompt customers to click on the “Become a Fan” button, interact with you and spread your message.
To give you a feel of what I mean, here are 5 examples of Facebook business pages that stand out of the crowd.
#5 Scania Drivers
What’s brilliant: Scania is basically a B2B company that has little interest in engaging drivers (Or is it, really?) Its target audience are distributors and bus service companies that purchase trucks and related services. But look at what’s happening here? Scania’s Facebook page is titled, “Scania Drivers” and most of its Facebook updates reach out to truck drivers and lovers. Not only that, check out the Scania Truck Driver Competition 2010 video below. We got to know of the competition through its Facebook page.
Learning point: Scania has shown how B2B companies can use Facebook to their advantage. Although products and services are sold to another business, the end users are ultimately consumers. Gaining their trust and loyalty boosts demand and brand equity. If the general consumers love your product, distributors will too.
#4 Burberry
What’s brilliant: The page attracts thousands of feedback with each update, but what’s more brilliant is the exhibit of its latest marketing campaigns. Most of you have probably seen the gigantic Burberry posters of Emma Watson displayed outside stores. Whether you have experienced the campaign offline or on Facebook, Burberry’s page does a great job in aiding consumers’ recall. The current SS10 campaign tab features behind the scene videos, interviews and final campaign shoots.
Learning point: Getting Emma Watson to “speak” to Burberry fans makes them feel connected. We have embedded the YouTube version below:
#3 The Menu Group
What’s brilliant: This group of restaurants and microbreweries is a social media savvy one (catch how Brewerkz, a microbrewery under the group uses social media here). Its Facebook page caught our eye because of its usage of well taken images, and its openness to gain feedback from its fans. Doing the basics well can help achieve an awesome result.
Learning point: A note to small businesses: This page does not have the flashiest apps but it has successfully gained a respectable number of fans through basics techniques.
#2 Paramount Pictures
What’s brilliant: Upon landing on the page, you will be greeted with 9 awesome trailers from Paramount pictures. Unlike other tabs that usually divert fans to other destinations, Paramount’s “Our Films” tab allows you to catch these high definition trailers directly on the page. It also links up individual movie Facebook Fan pages just in case you want to find out more about a particular show. This tab also provides great convenience and value to fans who wish to stay updated on Paramount’s upcoming movies. Its recent movie, “How To Train Your Dragon”, for instance, has been a great success.
Learning Point: A Facebook tab has to be both functional and convenient. Fans normally don’t have the patience to wait for another page to get loaded.
#1 100% Pure New Zealand
What’s brilliant: Beware! This New Zealand fan page commands huge attention from fans. A simple Facebook update on “The coolest thing I have done in New Zealand is…” has gathered over 500 comments and 150 likes. New Zealand is a nice place to visit, and it definitely shows in this image and video loaded Facebook page. What impresses me most is how the page administrators interact with fans. New Zealanders must be really friendly people, at least from what we have seen on Facebook.
Learning point: Many countries have spent millions of dollars to promote their places of interest. But looking at the success of New Zealand’s page, maybe money could be better spent on Facebook and other social tools.
Other Facebook Resource
1. How To: Search Engine Optimize Your Facebook Fan Page
3. Top 25 Facebook Pages For 2009
4. 10 Successful Facebook Business Pages
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