Successful Facebook pages are aligned with other marketing activities

Successful Facebook pages are aligned with other marketing activities

WaveMetrix analysis shows that the most successful brands on Facebook use the platform as part of a joined up marketing strategy. Our insight also shows that a successful Facebook messaging strategy must be closely aligned to the values of the brand.

Analysis of the official posts from the five most followed brands on Facebook reveals that nearly two thirds of posts aim to highlight other marketing activities or to stimulate discussion about the brand. WaveMetrix insight also shows that Starbucks, Coca-Cola, Red Bull, Victoria's Secret and Skittles all adapt their Facebook messaging strategy to be in line with the values of their brand.
 
WaveMetrix social media monitoring shows that the most common forms of messaging surround other marketing activities and the generation of brand discussion:
 
 
  • Brands use Facebook to increase awareness of their other marketing activities: Most of the Facebook activity by top brands is designed to attract attention to other forms of marketing such as sponsorship of events, television advertising and press coverage. For example, Coca-Cola posts links to all of its television adverts and invites fans to discuss them
  • Facebook is also used to generate brand discussion: Companies use their official postings to invite consumers to discuss the brand. For example, Skittles asks “If skittles had an anthem, what would it be?” and Starbucks asks “How long does it take you to order your drink?”. These posts are highly effective in driving consumer discussion, with Coca-Cola receiving 13,000 responses to the query “Where is the best place to drink a Coke?”
  • Many brands use Facebook to generate non-brand related conversation: Top Facebook brands use the platform to generate general conversation amongst fans. Many brands post asking consumers to discuss the soccer World Cup, favourite movies or interesting videos on YouTube. Skittles is particularly good at generating non-brand conversation, asking questions such as “If your life were a movie, what would the soundtrack be?”
  • Facebook is used to generate conversation around specific products: Most brands use their Facebook page to highlight specific product launches and new features. For example, Victoria’s Secret use its page to inform fans of its new perfume and Starbucks post to fans telling them about their new pumpkin spice latte. However, product-specific posts only contribute just over 10% of official brand posts
  • Promotions and special offers are not part of the key messaging for most brands: Posts about promotional activity are the least common type of post by the top five Facebook brands. Only a small minority of posts offered promotional details, with Starbucks telling its fans that “starbucksstore.com is offering free shipping until August 30th
Our analysis shows that although there are overall trends in how top brands use Facebook, different brands use the platform in different ways:
 
 
  • Red Bull uses the platform to support its high marketing spends elsewhere: The focus for Red Bull is to draw consumer attention to its sponsorship of events and sports teams. For example, the brand posts pictures of the Red Bull F1 team or tells fans that “Thierry Henry has delivered his first goal for the New York Red Bulls”
  • Victoria’s Secret’s strategy focuses on highlighting other marketing and creating brand discussion: Many of the posts by the brand surround the activities of their “Angels” models. The brand tells its fans when the Angels are appearing in magazine shoots or articles in the press and asks consumers to discuss how they can get over an old boyfriend by buying a Victoria’s Secret bra
  • Coca-Cola focus on generating brand discussion: The brand uses the platform to engage with consumers by asking them to discuss what the brand means to them. One post states that “Right now somebody is tasting a Coke for the first time”. Another says “Click click to 8 million Coke fans”
  • Starbucks focuses on generating product discussion: The brand uses its Facebook page to generate discussion around its products. It tells consumers about new products and asks them to talk about their favourites. One post states that “Gazebo blend is back for its 20th year” and another promotes the launch of “Starbucks reserve coffees”
  • Skittle’s messaging is in line with its ‘fun’ brand positioning: Posts by Skittles aim at generating discussion that is not related to the brand specifically, but does fit with the brand’s image as being ‘fun’, ‘crazy’ and ‘alternative’. For example, one post says that “my sand castles are being turned into Bed and Breakfasts” and another says that “Panda bears are good listeners, but they are full of secrets”
 
Our analysis shows that successful brands will adapt their Facebook messaging strategy to be consistent with the rest of their marketing activity. The most popular Facebook brands use the platform as part of a joined up marketing strategy, rather than in isolation.

 

Add comment

The content of this field is kept private and will not be shown publicly.
By submitting this form, you accept the Mollom privacy policy.
  • Industry
    Stay
  • Social Platform
    Stay
  • Themes
    Stay