Today, I'm taking a sunnier tack. In a recent Comscore study for UPS, consumers explained why they usually "like" a brand on Facebook in the first place. Brands who really "get" Facebook marketing seek out opportunities to connect with consumers in a way that adds to the experience, rather than interrupt social behavior.
I took a look at what a ton of brands are doing right on Facebook, and brought them to life as personas. Hopefully you recognize some of these traits in your company's Facebook page.
The Value Shopper This gal truly understands why people interact with companies on Facebook: They want a great deal. Case in point? Take a look at Sodastream. For the past few Cyber Mondays, Sodastream offered customers a buy-one get-one on a Sodastream home soda maker. But redemptions across the web did not yield the results the company was looking for, so it decided make the offer through its Facebook page only. Not only did Facebook fans buy in, but they "shared" the offer on their own Facebook pages, and redemptions spiked. Also, by offering an exclusive deal on its Facebook page, Sodastream has grown a community of repeat buyers who love its product.
The Cool Kid This guy shows up in your newsfeed and you can't help but chuckle. Or sometimes, you just sit there with your mouth hanging open in disbelief at the creativity. You can't wait to see what this guy does next. Brands that can capture that level of content really up the game for other brands on Facebook. Take a look at New Castle, for instance. With their "No Bollocks" campaign, they've truly captured the tone of the brand in a way that leaves people wanting more. They even poke fun at Facebook marketing WHILE marketing on Facebook. Very cool.
The Conversationalist It used to be difficult to ask a brand about its new products, or offer feedback on an ad campaign. And it was near impossible to receive a response. Now, brands are compelled to answer. The conversationalist turns this into a big opportunity. It routinely replies with personalized, non-canned answers to its fans. Check out Warby Parker, as an example. It responds directly to comments and questions on Facebook, and it brings conversations happening on other networks back to Facebook. Check out this re-post of a fan's Instagram post. He's deciding which Warby Parker glasses look best. But Warby Parker doesn't just answer him; it starts a bigger conversation with its community.
The Artiste The artiste understands that visual content is essential to growing his network. According to a recent SocialToaster study, 90 percent of social media pros agree that pictures are most likely to be "shared" by Facebook fans. The artiste embraces this fact, and frequently posts beautiful, funny, or hunger-inducing images on its Facebook page. Travel sites like Expedia and restaurant chains like Panera Bread do this very well.
The Coach This gal wants to teach you and inspire you to be your very best. Whether through video tutorials or quick tips, the coach is always teaching, and giving her community something. You know who's an amazing coach? Bobbi Brown. Her Facebook page is a lot less about her specific products, and much more about how to apply amazing eye makeup, or tips for a perfect "beach look."
The Game Show Host This guy knows Facebook is supposed to be fun. He constantly comes up with innovative promotions and rewards fans. Check out one of my personal favorites: Seamless, the food delivery service. As an example, Seamless created a "King for a Day" daily sweeps on its Facebook page, and gave away prizes. Customers could win food or some kind of royal treatment (a limo ride, maid service). And because they could win daily, they returned to the page each day. Seamless also regularly tries to surprise and delight on its Facebook page. It often sends big fans a boatload of food for free on a whim; Seamless delivered one dessert-loving fan every dessert item off of her favorite menu!
Think about why you, as a consumer, might interact with a company on Facebook? Is it to learn? To offer feedback? To win? Or simply to laugh and have fun? Then use those motivators to create content that will work for your customers.
Which of these personas do you see your brand most emulating? Tell me about it in the comments below.
CARRIE KERPEN is the co-founder and CEO of Likeable Media, which she grew from a husband-and-wife consulting firm into a global social media and word-of-mouth marketing agency. She led her team to more than $15 million in revenue and landed the agency on the Inc. 500 in 2011 and 2012. @CarrieKerpen