Facebook Recognizes Starbucks, H&M, and Vitamin Water for Innovative Pages

Facebook Marketing Bible

If a company has ever wondered what makes a good Facebook Public Profile, they might have a new measure: The Facebook Blue Ribbon Award. Judged by Facebook’s marketing solutions group, the award is given to companies whose Facebook Pages have not only attracted a large amount of “Fans,” but have facilitated deep engagement with the profile’s main features.

The inaugural blue ribbons were awarded to the Pages of H&M, Starbucks and Vitamin Water. According to a note posted by Facebook, the marketing solutions group “looked at the most popular pages by fan count and then looked at interactions of the fans with the Page ratio (defined as comments, likes).” The awards will be issued monthly.

The three winners had some common characteristics. While many company profiles tend to serve as a way to redirect users to their home websites, the Blue Ribbon winners seemed comfortable having users spend time on Facebook. Each company uploaded original video and photos that live on Facebook. H&M showed photos for its summer line of clothing, while Starbucks uploaded videos that detailed some of its charity efforts in Africa.

hm_facebook_pages

Vitamin Water has always had pretty witty marketing efforts (just read the side of one of their bottles). Their Facebook page was no exception. One video focused on their actual product very little. Instead, it featured many of the athletes they sponsor, including Lebron James, Kobe Bryant and David Ortiz, who told the camera what music they like to listen to before or after a game. The video doesn’t have the polished look of a TV ad (and it’s also quite a bit longer). But that’s what makes it effective; it fits a more informal, social medium.

All the sites received lots of comments from fans. Rather than merely link to its corporate website, Starbucks posted content from the Serious Eats blog, which has been running a series on roasting coffee and Starbucks’ Coffee College. The posts received hundreds of comments.

Conclusion

We were impressed by the three award winners’ Pages. Moreover, the existence of this award will enable companies to learn from each other as they try to improve their Facebook marketing efforts and innovate on top of their Pages. Many Facebook users are eager to become fans of their favorite products, but finding the proper content to serve up to them isn’t always easy. This should help companies in their efforts.

Learn more about building your brand and growing your audience with our comprehensive guide to marketing on Facebook. The Facebook Marketing Bible is available at FacebookMarketingBible.com

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Leave a Reply

6 Responses to “Facebook Recognizes Starbucks, H&M, and Vitamin Water for Innovative Pages”

  1. isaacson says:

    the starbucks link is broken

  2. Starbucks news this week | Coffee Shop Journal says:

    [...] I found this blog that tracks Facebook for developers (wow — niche blog!). Apparently Starbucks has just won an award for its FaceBook page and design. Hmm…I don’t think I’m friends with Starbucks. How wrong is that? Starbucks wins Facebook award [...]

  3. Justin Smith says:

    Isaacson: thanks, it’s fixed!

  4. Sky McElroy says:

    Good brands are more comfortable putting content on their Facebook page and allowing users to spend their time there instead of going to their homepage or a landing site because they realize the power of a medium.

    If people are actively using and engaging with your branded Facebook page that you are serving, then they are getting the branded experience you want them to have. They are spending time with your brand. More than that, they are actively interacting with your brand and its message.

    That level of engagement translates to more brand loyalty. Or at least to a more favorable impression of the brand. And that sort of loyalty and impression affects your bottom line. It may not have the same exact impact as interacting through your site, but the possibilities are there. You can direct people to your site to purchase what they find appealing.With Facebook Connect, you can have them make purchases directly through Facebook.

    Ultimately, that’s what all of the brands above want. They want you to buy.

    You can’t think of the web in a traditional sense. Good brands understand the power of leveraging new/social media to its fullest extent. They’re not worried about driving traffic to their site, they understand that brand engagement is more important and has a greater impact on their bottom line. And a clever marketer can increase their site traffic as well as make an immersive page experience.

  5. Jack Reeves says:

    what about the Extremem Sports page on facebook? i Think they are doing some really interesting stuff at the moment… i guess this is just to keep commercial business’s happy

  6. Letsgosocial.nl » Blog Archive » Mijlpaal voor Starbucks op Facebook says:

    [...] onder andere gratis producten weggeven. Ook ontving het koffieconcern van Facebook de zogenoemde Blue Ribbon Award, een onderscheiding voor merken die niet alleen veel fans op Facebook bezitten, maar het netwerk [...]

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