Brands Embrace Facebook Timeline with Pinning, Promotions and … Star Trek?
Media Logic’s Retail Social Juice Index (RSJI) saw some familiar brands ranking at the top of the Index, along with a few newcomers. Talbots earned the highest spike of the week when it combined two sure-fire crowd pleasers: promotional codes and free giveaways. The brand offered free shipping for its Facebook likers and a fan appreciation giveaway that offered one lucky winner a new pair of shoes every month for a year. Delighted Talbots fans responded with enthusiasm, taking to the brand’s Timeline to express positive brand sentiment.
Lowe’s, a brand that has topped the RSJI for less than positive reasons, tried something different to engage with fans — and certainly succeeded this time. The brand played a simple game on its Facebook Timeline, challenging likers: “Do you strive to have the last word? Last comment wins.” This simple status continues to entice likers to regularly check out Lowe’s new Timeline — comments are still on the rise after more than 11,500 responses this week!
Target earned its first position in the Big Movers This Week after hitting an impressive social media target of its own – 10 million Facebook likers! To celebrate, the retailer hosted the “Fan-tabulous Sweepstakes” giving away 200 prizes to loyal fans. A number of coupon aggregators quickly picked up the contest and shared the details. Soon after, Target’s Facebook page had another 300,000 likers, and the original status promoting the sweepstakes had nearly 100,000 likes!
Rounding out the Big Movers This Week were Newegg and Indigo Books & Music, earning spikes of +85 and +83, respectively. The brands used similar tactics to increase engagement. Newegg took advantage of the new pinning feature available on Timeline to promote a laptop giveaway. By pinning the status update to the top of the brand’s Facebook page and asking likers to “hit like” if they wanted to score a new Ultrabook in the promotion, Newegg increased its liker interaction levels significantly. Similarly, Indigo Books & Music also used a “like this status” approach to get rewards members involved in the Facebook community.
Though just barely missing out on being a Big Mover, ThinkGeek shared two fun (and very brand appropriate) links that were major hits with fans! To celebrate the 81st birthday of Leonard Nimoy (more commonly known as Mr. Spock), the brand shared a video of the actor in a Bruno Mars music video—a random delight for likers. And later that day, ThinkGeek combined cell phones and cell division when it shared an iPhone screenshot of an amusing texting conversation about cell division. Though neither of these status updates promoted specific brand products, they resulted in nearly 3,000 shares and 9,000 likes. ThinkGeek clearly understands the importance of brand personality and socializing over advertising!
Has your brand embraced the new Facebook Timeline to increase engagement? Talk to us!
