Facebook & Social Marketing
Facebook has many uses as discussed in our recent Facebook Enews. Marketing Mechanics has helped many companies in their quest to increase brand awareness amongst their target market through running competitions and other marketing strategies on Facebook. Not only B2C businesses benefit from Facebook, a business in the B2B sector can also benefit from its uses to help build brand awareness and loyalty for their company.
Marketing Mechanics has built, monitored and maintained Facebook pages which have received great results for our clients including growth in sales and growth in consumer trust for the company.
Interesting Facts
- The demographic with the largest growth of Facebook use over the past year has been females aged over 38.
- Users on Facebook have approximately 148 friends. If 100 people like your page, it shows up in their news feed. This means that the persons 148 friends will see the page on their own news feed. 148*100= 14,800. This number is sure enough to grow your companies brand awareness, especially as the 'next generation' (people in the 14, 800) of users begin to like your page. Because of this trend, hundreds of thousands of Facebook users could see your page as it becomes viral on Facebook.
Below are two case studies to illustrate how Facebook can be used to run competitions and promotions for companies.
Case Study 1: DogStar
Objective: The client wanted to achieve the following:
- Grow Facebook fans from the get go of the page being created.
- To have consumers interact with the company in a fun and exciting way. This would help consumers build trust towards the company.
- To increase brand awareness.
Mechanics:
- The DogStar competition involved people uploading a picture of their pet onto a Facebook application over a period of two months.
- After this time, individuals on Facebook were able to go and 'like' photos of the dog they liked the most.
- The winning dog and its owner received a prize worth over $2000.
- We were able to implement a competition that went through 3 separate phases; firstly the uploading process which went for 5 weeks, the voting process which went for 8 weeks and thirdly, the winner being announced. It became a viral competition as each person who entered the competition had it appear on their news feed, where all their friends on Facebook would see it. This grew the awareness of the competition and meant that more and more people entered, meaning more people for the company to contact with potential sales.
Outcome:
- After the competition, the client received an increase in sales and unique visitors to the site.
- Brand awareness was achieved as more people became fans of the companies Facebook page.
- The company is now able to reach a larger database through Facebook to report any news to potential customers relating to new products and competitions.
Case Study 2: Lovable
Objective: The client wanted to achieve the following:
- To introduce a new product to the market and grow awareness as fast as possible.
- For consumers, mainly females 18-30, to learn about the product range of the company and purchase it.
- To grow data base so that the company could contact possible customers.
Mechanics:
- Facebook users were led to the Lovable Facebook page where they could win 1 of 4 iPads.
- The competition was unique in that it required users to like the page before they could enter it. This meant that every single entrant liked the Lovable page, as well as supplying an email address for future marketing strategies.
- Once they liked the page they could fill out the entry form and their details could be kept as a database.
Outcome:
- The company received increased brand awareness due to the nature of the competition.
- As more users liked the page, more people were able to be contacted through Facebook to be informed about competitions on Facebook and offers the company was holding. This further meant that the competition was featured on user's walls so that their family and friends could also see it. This helped result in a viral growth in brand awareness for the company.
- The competition allowed the company to showcase products to fans as it updated its news feed daily to present to consumers the products it offered.