Facebook Marketing Showcase: Luxury Car Brands Look To Drive Fans Right To The Showroom

Facebook Marketing Bible  


Facebook’s 800+ million membership includes users from all demographics and incomes, and luxury car manufacturers can reach customers new and old with a well-managed Facebook Page. By combining striking visuals and eye-catching design alongside innovative tab customization, supercar brands can drive fans to Facebook and into their showrooms.

In this week’s Facebook Marketing Showcase we’ll be looking at some of the major luxury car manufacturers on Facebook.

BMW

Founded in 1917, BMW is a German automobile, motorcycle and engine manufacturer that employs over 95,000 people around the world. BMW is the parent company of Rolls Royce and also owns and operates the Mini brand.

Facebook Page: http://www.facebook.com/BMW

Overview: BMW’s Facebook Page Wall is highly-engaged with new posts from BMW often receiving thousands of Likes and comments. Curiously, especially for such a big-name brand, the Wall is not moderated and is littered with spam and off-topic posts. Customized tab functionality is fairly basic.

Customized Page Tabs: 4 – Make It Yours (landing page), BMW worldwide (showcase for all the BMW pages on Facebook), BMW TV (video), Imprint (legal information)

Likes: 6,844,433

Like Accumulation: 3,500/week

Fan Reward/Incentive For Liking The Page? No

Does The Page Support Check-Ins? No

Update Frequency: 4-5 posts per week

Can Fans Post On The Page Wall? Yes

Is The Page Moderated? No

Ferrari

Founded by Enzo Ferrari in 1929, Ferrari is an Italian sports car manufacturer that has had great success in motorsport and with its desirable range of supercars. Ferrari employs around 2,700 people globally.

Facebook Page: http://www.facebook.com/Ferrari

Overview: The Ferrari Facebook Page only uses a single customized tab to entertain fans, but makes up for this with a very higher number of Wall posts, often updating several times in a single day. New posts receive thousands of Likes and a good number of comments, although the Wall is littered with spam and off-topic contributions.

Customized Page Tabs: 1 – 458 Spider Special (landing page/showcase)

Likes: 5,350,158

Like Accumulation: 3,500/week

Fan Reward/Incentive For Liking The Page? Liking the Page unlocks content, including videos and photos

Does The Page Support Check-Ins? No

Update Frequency: 10-15 posts per week

Can Fans Post On The Page Wall? Yes

Is The Page Moderated? No

Mercedes-Benz

Founded in 1886, Mercedes-Benz, a division of Daimler AG, is a German manufacturer of automobiles and other motor vehicles. Since inception, Mercedes-Benz has maintained a reputation for quality, style and durability.

Facebook Page: http://www.facebook.com/MercedesBenz

Overview: Mercedes-Benz employs a range of different customized tabs to engage visitors to their Facebook Page, and fans respond in kind, with new Wall posts receiving thousands of Likes and hundreds of comments respectively. The artwork isn’t perhaps as stylish as one would expect from Mercedes-Benz, but overall this is a pleasing experience.

Customized Page Tabs: 8 – Welcome (landing page), Products (showcase), Infotainment (music), Apps (mobile and Facebook apps), Advent Calendar, Drive & Seek (game), My Country (contact information), B a friend (

Likes: 4,340,562

Like Accumulation: 5,000/week

Fan Reward/Incentive For Liking The Page? No

Does The Page Support Check-Ins? No

Update Frequency: 6-8 posts per week

Can Fans Post On The Page Wall? Yes

Is The Page Moderated? Yes

Porsche

Founded in 1931, Porsche is a German-based holding company that has investments in the automotive industry, notably in its range of sports cars and its 2009 integration with Volkswagen AG. Porsche employs over twelve thousand people worldwide.

Facebook Page: http://www.facebook.com/porsche

Overview: Porsche utilizes a number of different customized tabs on their Facebook Page to entertain fans, and they recently celebrated reaching two million Likes by asking fans to vote for a new design of car. New Wall posts from Porsche typically receive thousands of Likes and hundreds of comments. Overall, this is a well-managed Page and a slick experience for fans.

Customized Page Tabs: 6 – Welcome (landing page), 2,000,000 (poll), Porsche Poll, Design Your Porsche, Everyday Amazing (app), Carrera GTS (app), Legal Notice (Page T&Cs)

Likes: 2,102,421

Like Accumulation: 700/week

Fan Reward/Incentive For Liking The Page? Liking the Page unlocks additional content.

Does The Page Support Check-Ins? No

Update Frequency: 4-6 posts per week

Can Fans Post On The Page Wall? Yes

Is The Page Moderated? Yes

To check out more luxury campaigns that are doing a great job targeting one of Facebook’s key user segments, check out the Facebook Marketing Bible, Inside Network’s guide to marketing and advertising on Facebook.

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One Response to “Facebook Marketing Showcase: Luxury Car Brands Look To Drive Fans Right To The Showroom”

  1. A Comparative Look at Luxury Car Brands on Facebook says:

    [...] Inside Facebook notes: Facebook’s 800+ million membership includes users from all demographics and incomes, and luxury car manufacturers can reach customers new and old with a well-managed Facebook Page. By combining striking visuals and eye-catching design alongside innovative tab customization, supercar brands can drive fans to Facebook and into their showrooms. [...]

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