Facebook Marketing Best Practices From Sub-Zero and Wolf
As a result, we really nurtured our existing owner database and promoted the page to them via email communications. We urged them to visit the Facebook page and post photos of their kitchens or share recipes there, and ultimately become our Facebook friends. Currently, about 30,000 of our current 85,000 Facebook friends are also customers. [Editor's note: The Sub-Zero/Wolf Facebook page currently has 89,825 friends.]
eM+C: Do you do any outreach to prospects to increase your number of Facebook friends?
CP: Yes. We encourage our friends to participate on the page. We ask them questions such as, "What are you having for dinner tonight?" or to post pictures of their kitchens or their latest gourmet meals. The idea here is that their like-minded friends may check out these posts and peer into the world of Sub-Zero/Wolf, and as a result may become a friend or like us.
We've also tested the Facebook Ad program, which allows us to promote our Facebook page via ads on the Facebook pages of specific, demographically relevant friends of our friends. This allows us to expand with right-minded people, which is important for a luxury brand. This technique brings us about 1,000 new friends per week.
eM+C: Can you offer our readers three tips/best practices around establishing a brand presence on Facebook?
CP: 1. Be likeable. Don't be the friend who overstays his welcome. Don't do more than two posts a day, and really try to spread them out.
2. Invite participation. Post questions, ask your friends to upload photos and nurture a dialog with them.
3. Talk like a friend. The mission statement for Facebook reads "Facebook is a social utility that helps people communicate more efficiently with their friends, family and coworkers." Nowhere in there does it say communicate with brands. Talk with your friends like a friend. Really turn off the PR-speak and press releases.