Prompted by a social media workshop that I held last week for a client, when we discussed what could be done to spruce up Facebook pages and make them more appealing to users, here are a few examples of brands that fully understand the power of Facebook:
http://www.facebook.com/BMW – a great example of drawing the user to take action
http://www.facebook.com/redbull – another brand with a central call to action
http://www.facebook.com/cocacola – Coke changes its landing page seasonally
http://www.facebook.com/FoxNews – more of the same.
These are all wonderful creatives with a central theme, but there is so much further that these brands can go if they remember that they are engaging with a community and that community is willing to engage with them, but only if there is a perceived value in doing so. In the above instances, what is the value to the user? BMW is closest, with a short list of benefits, but these aren’t exactly front and centre, are they?
So who does that bit well? Here are a couple of examples:
For a great example of a facebook app integrated into the landing page look no further than http://www.facebook.com/Starbucks where the coffee brand links directly to their Starbucks card app.
As a family brand, Sainsbury’s seem to understand the value of their Tiny Taste Team on a platform like Facebook: http://www.facebook.com/sainsburys
http://www.facebook.com/abercrombie – although slightly confusing as there are two calls to action – the competition app and the ‘Like’ button request- it’s also not a particularly inspiring design, but certainly on-brand.
The fact that a number of the best Facebook landing pages are from the USA demonstrates that the UK has some way to go in this respect. Obviously 127m US Facebook users vs. 24.2m users in the UK (source: The Neilsen Company June 2010) is significant, but brands can do more!