Brand Strategies of Facebook All-Stars

Photo from "What Should We Call Social Media"

Recently, I was asked to pull together a POV for creating a more engaging Facebook wall experience for one of my clients.  So I did what any self-respecting social would do. I went to the source, to the very most engaging brands on Facebook today. Anyone working in social knows them: Red Bull, Oreo, Taco Bell, Intel, Newcastle Ale, Pringles, and Skittles to name a few. I figured if I could deconstruct the strategies of these brilliant brands I could ignite some brilliance of our own.  

First up, is Oreo.  They are enjoying a tidal wave of positive sentiment amongst their customers and Facebook marketing nerds everywhere. Oreo utilizes several strategies to build engagement, developing visually-driven campaigns to leverage the #1 shared type of content on Facebook - photos.

Oreo strategy #1: Develop a campaign that leverages events and holidays and infuses it with the brand personality to build affinity.

Oreo strategy #2: Create a campaign that builds on another marketing initiative to build awareness.

Oreo strategy #3 Create a quote campaign that utilizes and recognizes advocates to build fan love.

Oreo strategy #4: Develop posts that integrate with other social campaigns.

Next, is Intel. Interesting enough Intel and Oreo share a lot in common. Intel like Oreo uses wall post campaigns with photos that resonate with their core audience. For Oreo, it's moms. For Intel, it's tech-oriented folks.

Intel strategy #1: Develop a monthly campaign that recognizes fans' birthday to build community.

 

Intel strategy #2: Develop a quote-like campaign that celebrates tech talk to surprise and delight fans.

Intel strategy #3: Develop a campaign that speaks to fans in a language they understand to build brand affinity.

 

Intel strategy #4: Develop a campaign that has the product as hero to increase awareness.

 

  Intel strategy #5: Develop posts that integrate with other social properties.

 

These are just two brands that have figured out how to visually engage their fans and draw some media attention to their Facebook community management. In reviewing theses strategies, brands of all sizes and in all stages of Facebook development can grab some insights to take their wall to the next level.