It’s widely known in marketing circles that Coca-Cola’s Facebook page was originally created by two ardent fans who had no official ties to the company.
I was always impressed that Coke brought these fans in to help them run the page, rather than simply taking control of the property and relieving the creators of their legacy.
However, on a chance visit to the brand’s Facebook page yesterday, I noticed that the brand has decided to tell the whole world that story too – and they’ve done a really good job of it too.
Take a look at this fantastic tab:
Apart from the fact that the tab is a great example of how to design a Facebook tab – a simple, appealing layout with a variety of content types – there are a number of things that make this an excellent case study in social marketing.
Firstly, the tab celebrates fans.
This is central to any successful branded community, but Coca-Cola have taken this to a whole new level.
Its real magic is in the message it sends – we celebrate fans who share their love of Coca-Cola.
It’s the perfect incentive for other fans to go out and create pages and communities of their own, furthering the brand’s impact and deepening its social resonance.
It’s even led to the creation of a separate ‘Dusty and Michael’ fanpage.
Secondly, it tells an enduring story.
This tab is not a ‘campaign’; the Creators tab appears to be an on-going project that evolves naturally.
That’s an excellent way to ensure the brand continues to have interesting content for its page that people will actually engage with.
Indeed, the tab already features 13 distinct bits of video content, as well as links to the brand’s YouTube channel:
The story element is tightly interwoven with the tab’s third strength: it’s human.
Good social media marketing is always about the people.
Sure, Dusty and Michael are now social media ‘celebrities’ in their own right, but they’re still people that the average fan can relate to.
The brand makes it very clear that these were just 2 ordinary guys with an extra-ordinary love for the brand:
More importantly, to the page’s other fans, Dusty and Michael are now ‘real’ people with whom they can develop some kind of relationship.
That means there are even more opportunities for people to engage in dialogue with the brand.
In other words, it’s now even more social.
And that’s what changes a page into a community.
What do you think? What else makes it such a strong example of social media marketing?
Share your thoughts in the comments.