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Social Media Roundup: March '12
Here’s our social media roundup for March, which includes Oreo celebrating their 100th birthday, Absolut’s new Instagram campaign and Facebook’s Timeline feature being introduced to brand pages.
Absolut London Instagram competition
Instagram campaigns have cropped up a couple of times in our monthly roundups, which shows it’s becoming a popular marketing tool for brands. Absolut London is offering Instagram users the chance to win one of its limited edition bottles illustrated by co-creator of Gorillaz, Jamie Hewlett. To enter the competition, you need to capture an image that sums up one of London’s greatest features. Use the hashtag #absolutlondon followed by one of the following categories to submit your entry: #London, #entertainer, #music, #entrepreneur and #fashion. Those outside of London can enter the competition as long as their snap represents London culture.
Varsity channel all website content to Facebook
Varsity wanted to target their main demographic of students and young professionals (18 to 35 year olds), and what better way to target those than through Facebook? The new Varsity ‘Hub’ now provides users with updates and drinks deals as well the latest promotions available on their discount card. Within just one month of the Facebook migration, the page gained 1,670 new fans (a 17% increase) and an increase in booking conversions for their sister brand Party At The Pub. Varsity has not yet adopted the new Facebook brand page.
Oreo 100th Birthday Campaign
Oreo is celebrating its 100th Birthday with a year-long global marketing campaign – they will be selling limited edition Oreo cookies and asking Facebook fans to join in on the fun and “share in the moment.” Fans are asked to share their Oreo moments with photographs, videos and stories.
New Facebook Timeline brand pages are introduced
Facebook’s Timeline feature is now available for brand pages. A few of the new features for brands to play around with include:
• Fans being able to direct message brands – useful for brands who need to access personal information from fans or deal with customer complaints privately.
• Page owners can now pin a story or feature so it stays prominent at the top of their page for seven days. This is useful for competitions or other promotional content.
• There is also an option for page owners to star their posts, which will expand the story across the width of the page making it stand out.
• Brands can also add ‘milestones’ to their Timeline highlighting important moments in the brand’s history.
• As with personal profiles, brands can now add a cover photo to their page, although Facebook clearly state in their terms that cover photos cannot contain any promotional information (e.g. a call to action or contact information). This works well for brands as users are often put off by too much promotional material. Below are a few examples of brands who have set up their new pages.