Facebook recently ran their Facebook Studio Awards to highlight the brands who are leveraging Facebook well and executed creative marketing campaigns - all without the use of paid advertising.
The big winner was Oreo's Daily Twist campaign. On June 25, 2012, Oreo launched a social media campaign that would forever change what a cookie can do: the Oreo Daily Twist. One hundred ads in 100 days turned trending news stories into visual treats.
Here are all winners in the Food & Drink category:
- Grey Poupon and Crispin Porter+Bogusky for ‘Society of Good Taste‘(Silver award)
- Frito-Lay and OMD/Energy BBDO for ‘Do Us a Flavor‘ (Silver award)
- Heineken and Droga5 for ‘No Bollocks‘(Bronze award)
- Heineken and TBWA/NEBOKO for ‘Heineken Squad numbers’ (Bronze award)
- Parmalat and The Monkeys for ‘Reverse Robberies’ (Bronze award)
- Draftfcb Oreo and Mondelēz International, ‘Daily Twist campaign’ and Company 360 campaign. (Blue Award)
What if the popularity of the Belgian athletes competing in this year's Olympic Games in London on Facebook and Twitter predicted their chances of winning? The answer would be clear: tennis player Justine Henin would win everything.
Below is an overview of their presence on Facebook or Twitter, so you can follow them virtually. If you want to go and support them in person, have a look at the BMW Superfan contest. BMW Belgium Luxemburg is sending their biggest (Facebook) fan to London as their VIP - all you have to do is prove you are one.
Belgian Olympic Athletes on Facebook and Twitter
Belgian Olympic Team (1,025 likes · 114 talking about this)
Belgian Junior Olympic Team (1,981 likes · 7 talking about this)
Hanna Marien (athletics) @hannamarien (785 followers)
Kim Gevaert (athletics) Kim Gevaert (17,272 likes · 27 talking about this)
Olivia Borlee (athletics) @BorleeOfficial (2,017 followers)
Olivier Cauwenbergh (canoe-kayak) @olicauwenbergh (364 followers)
Philippe Gilbert (cycling) - Philippe Gilbert fan club officiel (52,583 likes · 1,098 talking about this)
Xavier Reckinger (hockey) @xavierreckinger (270 followers)
Belgacom, the largest telecommunications company in Belgium, has taken the new Facebook Timeline feature to tell their own story, right from the start in 1992. They're filling up the page with more content as we speak, but their brand new facebook.com/Belgacom clearly has a more human feel to it:
The Facebook Page notes point out that the people in the videos are real people, not actors. This is Dax, for instance:
By the way - did you notice the Belgacom/Proximus co-branding? What do you think?
In my book The Conversity Model I lay out a number of consumer value tactics that work, even in a business-to-business environment. One of them is the friendly expert.
According to its Wikipedia definition, an expert is
someone widely recognized as a reliable source of technique or skill, whose faculty for judging or deciding rightly, justly or wisely is accorded authority and status by their peers or the public in a specific well-distinguished domain.
The interesting thing about this definition is the fact that the authority and status of an expert are not abstract or inherent. They are assigned by the expert’s peers or by other people who look up to them.
Your presence on LinkedIn, Twitter and Facebook (or even better, your business blog) can help you to establish a reputation as a trusted source or even as an adviser. The ‘friendly’ aspect of things is to be found in the sharing. Friendly experts use rss feeds, news readers and book marketing tools to aggregate information relevant to the industry and to anticipate upcoming trends. They also trust their audience by sharing best practice and showcasing their expertise.
A great and fairly recent example is the @ey_lifebelgium Twitter account. Ernst & Young Belgium obviously has a regular Twitter account, @EY_Belgium. But @ey_lifebelgium is different: Ernst & Young hands the keys to this Twitter account to one of their experts every few weeks. Currently it's Renate Degrave's turn, who is Senior Manager Sustainability.
But why would anyone need an expert to look up to? In his book ‘Influence’, Robert B. Cialdini explains:
When feeling overwhelmed by a complicated and consequential choice, we still want a fully considered, point-by-point analysis of it – an analysis that we may not be able to achieve except, ironically enough, through a shortcut: reliance on an expert.
Even if you are in b2b (in fact, especially if you are in b2b), this tactic is more powerful than you might think. In ‘Get Content, Get Customers’, content marketing evangelist Joe Pulizzi comments:
You begin as a source of information and continue as a source of products and services. It is neither necessary nor desirable for you to attempt to sell prospects who don’t want to be sold. Instead, your thought leadership in print and on-line should position your company as the obvious source of solutions.
One such company is Blendtec, a company that sells professional and home blenders. Blendtec is famous for its series of ‘Will It Blend’ videos, posted on YouTube and shared by millions. In these videos, Blendtec uses a variant of the friendly expert: the demo-guy. And not just any guy: the man who tries to blend anything from marbles to an iPhone is no one less than Blendtec’s founder, Tom Dickson! The Blendtec series of 117 videos (so far) had collected a total of 188,213,699 views on YouTube. The most popular one with 13,600,160 views is where Tom blends an iPad:
Facebook's first retail transaction amounted to $34 for flowers from 1-800-Flowers (July'09).
The most liked Facebook shop? That would belong to Lady Gaga. There, she sells merchandise from CD's to Fame Monster USBs
- Facebook gets a 30% cut of sales by any person or company that sells something using Facebook Credits
- 67% of shoppers spend more online after receiving recommendations from their online community of friends
- 56% of Facebook users click through to a retailer's website because of a FB post
From Meet “Heidi,” Nestle’s Social Media Spokesmodel [VIDEO] @ mashable.com, this fine example of coupons for like baiting at Nestlé's lean pockets Facebook Page:
This morning I presented at UBA's Book it event. I used my slides to walk the audience through The Conversity Model, with the (Belgian) social media success cases as a guideline: Telenet, BMW, Douwe Egberts, Godiva, Kinepolis, Flanders Investment & Trade, Flanders DC, and many, many more.
Flanders Investment & Trade is a government agency supporting Flanders-based companies doing business abroad and foreign companies looking to invest in Flanders.
One of their most important events towards Flanders-based companies is their De Leeuw van de Export award, which awards Flemish entrepreneurs with a flair for export in two categories: small and mid-sized to large companies. The creative concept behind this campaign was developed internally.
FIT obviously launched a microsite (http://www.vreemdgaanloont.be/ ) for this campaign, but for the first time they're mainly focussing on their presence in social media.
Some of these efforts are in the small details: twitter.com/fitagency keeps connecting and inspiring entrepreneurs and the key players in the field as it always has, but has adapted its Twitter background to match with the campaign.
But FIT also uses its own YouTube.com/FITagency channel, which at the time of writing contains no less than 11 short movies with testimonials and appeals from jury members and previous winners of the award. This is one of these YouTube movies, featuring their CEO Koen Allaert.
By the way: if you're an entrepreneur based in Flanders or if you know one, the registration for the award candidacy closes on Friday 29 April 2011.
According to a survey by communication agency Vierpartner, German sportswear company Adidas is the most popular German brand in social media worldwide. Adidas has 17.6mn of internet fans, subscribers and followers worldwide and is thus the company using social media online most successfully. Adidas employs 25 staff for its conversation management, including Facebook, YouTube and Twitter. The internet is the company's key marketing medium, especially to reach consumers under 19. The survey by communication agency Vierpartner includes the DAX 30 companies.
Top 5 German brands:
- Adidas 17.632.221
- Siemens 10.351.950
- Volkswagen 8.966.364
- BMW 6.411.064
- Deutsche Telekom 5.683.377
Source: Social Media: Adidas hat die meisten Fans im Netz @ wiwo.de