Maggi show how brands can use their Facebook page to generate consumer-to-consumer engagement through sharing recipes and cooking tips. Conversations among fans are also more likely to generate positive advocacy, suggesting brands should be aiming for this type of engagement.
Many brands such as 17 Cosmetics or Starz have used strategies such as Twitter parties or online gaming to fuel discussion among fans. Maggi, a manufacturer of cooking aids, have turned their Facebook page into a place where fans can talk to each other, sharing cooking tips and recipes. Maggi’s community managers post recipe ideas to get the ball rolling and prompt their fans to share their own ideas. This type of approach generates higher quality engagement than brands who attempt to collect as many likes or followers as possible.
WaveMetrix analysis shows that Maggi have successfully transformed their Maggi France Facebook page from a space where consumers address the brand, to one where fans converse with one another. More importantly, this approach successfully generates online advocacy for Maggi as fans recommend using their products in recipes.
63% of discussions on Maggi’s Facebook page are from fan to fan:
- 63% of buzz is from fan to other fans: Members of Maggi’s Facebook page share cooking tips and recipes which are directed at other fans, rather than at the Maggi brand itself
- A third of conversations are from fans to Maggi: Some fans also converse directly with Maggi, thanking the brand for recipe ideas and asking for advice
Fan-to-fan discussions contain higher levels of advocacy than fan-to-Maggi posts:
.jpg)
- Almost a quarter of fan-to-fan discussions contain advocacy: Consumers recommend specific Maggi products for certain recipes or to go with specific foods. Advocacy is much higher within fan to fan discussion than fan to Maggi posts. This shows that conversations among fans lend themselves much better to generating online recommendations
Comments
MAGGI – From a alone hostel-living student’s sustenance to a child’s black bite to a trekkers abatement from hunger, Nestle’s Maggi Noodles has, over time, been a allotment of everyone’s life. Maggi asked its loyalists to forward in their admired Maggi belief and their admired Maggi recipes.
imagens para facebook
This type of approach generates higher quality labatterie engagement than brands who attempt to collect as many likes or followers as possible.
Post new comment