The Site of Note this week is actually more of a site within a site.
Coca-Cola's Facebook page has been the subject of a number of case studies (and I guess this is another!) on Facebook pages best practice - and for a very good reason. Let's take a closer look at what Coke have done with their Facebook environment that has attracted just under 4 million (and counting) fans.
1. Facebook personalised URLs, the new "www"?
On launching personalised URLs, Facebook created an easy-to-remember way for marketers to advertise their brand's presence within the social network. Coke have done it with www.facebook.com/cocacola, you can get your own set up at http://www.facebook.com/username/, all you need is a minimum of 25 fans. Do it now! (Well, once you've finished this article).
2. The story behind the story
Perhaps the most interesting story about Coke's Facebook page is that it wasn't started by Coke themselves. Two mega-fans of the brand - Dusty and Michael J. (Hmm, real names? One wonders!) created a page themselves that gained a pretty great following. Most brands would have sent a cease and desist letter and called the cops at this point. Seeing an opportunity to join rather than fight, Coca-Cola chose to collaborate with the two, and the official Coke Facebook presence was born. The page still very much features the two not-so-average Joes steering the conversation from Coca-Cola's side, but the content is provided mainly by the users.
3. It's ALL about you
Almost every element of Coke's Facebook page revolves in some way or another around the user. They've been really open minded in letting go of their brand (just a little!) even allowing users to upload their own interpretations (read: drawings) and photos of Coke's precious branded receptacle - the good old can.
Most of the content on the various tabs within Facebook.com/cocacola has been created through user participation. You could say that the environment is pretty much fertilised and grown from the fans that love Coca-Cola so much.
4. Transparency
Coke have chosen not to remove any negative sentiment from the content on the pages. Take, for example, this discussion started by a user on the source of Coke's Dasani Water. It's pretty clear that it's a subject that Coke is not all that comfortable talking about but they have made an effort to be as transparent as possible. Unfortunately, Coke's response to this particular issue seems to have created more questions to which Coke have yet to respond to.
5. Cokeurl.com - Tracking outbound clicks
While this is not something that users will find useful, CokeURL.com is a subtle bit of digital cunning that will most certainly be adopted by more brands in the future. The evolution of the url shortener has created a solution for marketers who want to know how many people are clicking on their links from sites that they can't track using their usual Web Analytics tools.
Instead of using a service such as Bit.ly which shortens long URLs and provides click data, Coke have created their own "Bitly" but branded their links with Cokeurl.com. It's a small thing, but it's an extra (little) extension of their brand and they're gaining more insight into the way users consume Coke's content.
In closing (and going on a slight tangent), I believe that successful Facebook pages depend on a number of variables aligning for maximum effect. Sure, being the most well known brand on the planet helps to increase your numbers, but a smaller page allows for far better and closer fan interaction which is what it's really about. Where Coke have succeeded is their open approach to user participation. Some may say that they're crazy to let their brand be exposed like this, but I think it's absolutely the way it has to be. In terms of the factors that define a brand (using David Ogilvy's definition), perception / reputation is, as far as I'm concerned, the most important. A brand isn't a logo or a name, it's what YOU believe it to be, and those that give YOU a reason to become a fan and interact are at an advantage over those that don't.
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Couldn't agree with you more. The one thing that overwhelms most companies is that they become neurotic when people have contrasting views about their brand.
I think it is safe to say that no product/service can ever be 100% on point with service, customer satisfaction, etc. You will always experience some resistance. I think the key to be as brave as Coca cola has done on their Facebook fan page - is to be as transparent as possible. Acknowledge your pitfalls and fix them as you go along.
Thanks Scott a worthwhile read;0)
Posted by maki on 2009/10/07