Many companies create their Fan Page on Facebook as a part of their online Marketing strategy. But what does it take to create a successful fan page, without having a strong fan base? Here is a brief case summary of a brand which is the today the world’s number one consumer fan page “Coca Cola” to help you better understand how your fans can make difference to your brand.
Coca-Cola Case Summary
Coca-Cola’s Fan Page on Facebook has an interesting history. Dusty Sorg and Michael Jedrzejewski were two, average Coca-Cola fans. They were passionate about connecting with Coca Cola on Facebook but were unable to do so due to a lack of brand presence. They decided to create their own Coca Cola Fan Page and grew it to over 3 million fans from around the world.
What was Coca Cola’s reaction?
Coca Cola’s team handled the situation sensibly. Instead of annexing the entire fan page, Coca Cola honored the two fan page creators for their contributions, by inviting them to their Country head Office in Atlanta for a three day visit of Coca-Cola, to figure out how to collaborate.
The Coca Cola Marketing Team asked Dusty and Michael to broadcast their trip to Coca Cola Fans by creating a video that focused on the fun experience of direct brand interaction.
What can brands learn from Coca Cola?
Times have changed. Brands need to assess their actions and strategy carefully before plunging into social media.
The most important lesson to be learned from this is that it is better to work with fans than to strong arm them. Evangelists are the pillars of word of mouth marketing and should be empowered.
- Acknowledge your consumer’s interest in your product.
- Make them feel special by providing them special discounts
- Incentivize your fan base by giving away prizes and rewards via various methods such as contests that are held and promoted through your fan page
- Empower your fans by making them feel like a part of your company. Take them behind the scenes of your company thus creating stronger links between you and your customers, increasing trust.
Do you own a successful Fan Page? What do you think can work for creating a stronger fan base?
http://www.facebook.com/involvesocial
