Leisure marketing: What Coca Cola’s 17 million Facebook fans can teach you about social marketing.

Coca Cola's Facebook page offers fabulous screen savers and other remarkable content.

Coca Cola, Starbucks and Oreos have amassed millions of Facebook “Likes” by offering custom content, special promotions and letting fans control the brand.

Social Media Safari Question #8:  “What are the most popular leisure brands on Facebook, and what makes them so popular?”

At last count, 139 brands on Facebook had 1 million or more “Likes.”

If your leisure brand is behind your competition on marketing your Facebook page, have no fear.

In 2007, Coca-Cola, today’s #1 Facebook brand as measured by “likes” had exactly 800 Facebook fans.

1. The 10 most popular leisure brands on Facebook:

1. Coca Cola: 17.7 million “Likes”

2. Starbucks: 17.4 million “Likes”

3. Oreo:  13.9 million “Likes”

4. Skittles: 12.9 million “Likes”

5. Red Bull:  11.6 million “Likes”

6. Disney: 11.4 million

7. Victoria’s Secret: 9.5 million “Likes”

8. iTunes: 8.3 million “Likes”

9. Converse: 7.3 million “Likes”

10. Pringles: 6.8 million “Likes”

2. Why are these brands so popular on Facebook?

According to Mashable, 71% of all “Likes” on Facebook come from advertising.

So it’s no accident that the top 10 leisure brands all advertise in mass media. Besides advertising, there’s a lot you can do to attract Facebook “Likes.”

Let’s talk about what the top 3 leisure brands on Facebook are doing right.

1. Coca-Cola:  Custom content, special promotions and charitable tie ins are the key.

Facebook tried to turn over a Coca Cola Facebook page created by 2 fans back to the company. But Coke understood that their fans controlled the brand. So they turned control right back over to the page’s original creators.

Since making that decision, they’ve been a leader in Facebook marketing, developing custom content, special promotions, tie ins with charitable giving, and even providing a sneak peek of their 2010 Super Bowl ad.

In a recent social media-driven campaign dubbed Expedition 206 the company used their Facebook page to pick 3 “Happiness” ambassadors to travel to all 206 Coca Cola markets.

Coca Cola's innovative Expedition 206 campaign attracted worldwide attention.

2. Starbucks: Custom promotions for Facebook fans only.

I’ve spent a lot of time writing about this top leisure brand in a previous post.  For insights into what this giant of Facebook marketing is doing right, check out  The Star(bucks) of leisure marketing is also the Star(bucks) of social media.

3. Oreo Cookies: Fish where the fish are.

Beth Riley and the Oreo marketing team at Kraft Foods have a simple strategy that has attracted almost 14 million Facebook fans:  Fish where the fish are. Moms are on Facebook, so that’s where the Oreo brand is.

Riley believes Oreo has to give moms a reason to come back. Rather than inundate them with promotions, the Oreo strategy is to post funny videos, share recipes and celebrate a Fan of the Week.

Riley also lets Oreo fans do the talking. Instead of responding to every question she lets loyal fans answer questions posted by newbies to the brand’s Facebook page.

Oreo Cookies keep fans coming back to their Facebook page with recipe exchanges.

That’s how Coke, Starbucks and Oreo are attracting fans to their Facebook pages. What is your leisure brand doing to build your following on Facebook?

Looking for more answers to your social media questions?  Check out these other posts in our 10-part Social Media Safari Series:

  1. Does social media really work for marketing leisure brands?
  2. How much should I budget for social media?
  3. 10 social media campaigns that produced real results.
  4. 2 social media success stories utilizing limited budgets.
  5. What Coca Cola, Starbucks and Oreo can teach you about leisure marketing on Facebook.
  6. The Top 10 social media thought leaders.
  7. 11 ways businesses are using Twitter to promote their brands.
  8. If Twitter can save Conan, it can certainly revive your leisure brand.
  9. 15 valuable resources for social media novices.
  10. 20 ways to make sure your leisure marketing campaign goes viral.
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15 Responses to Leisure marketing: What Coca Cola’s 17 million Facebook fans can teach you about social marketing.

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