Since
Facebook’s rise to social king, it seems like every company and brand
is now on the site. However, a presence on Facebook doesn’t necessarily
mean a company’s marketing strategy on Facebook is working for them.
Earlier this year, Mashable ran an article called “Steal These 3 Social Marketing Tricks From Top Brands,” which
outlined three social marketing strategies: passion, personality, and
transparency. By encompassing all three, but truly highlighting one
strategy, companies can take themselves from simply offering products to
becoming lifestyle brands. To illustrate this, here are 5 companies
that are successfully marketing themselves as lifestyle brands on
Facebook.
Passion
BMW
If one word describes BMW owners, it would be “enthusiasts.” The people at BMW must know that owners love
a chance to show off their beemers, so the company’s
Facebook encourages fans to post photos and share where they’ve recently
taken their beloved car. By suggesting that
fans post pictures of the adventures they’ve gone on in their BMWs, the
company connects to the fact that it’s a luxury brand, and those who
own luxury cars are likely able to go on frequent trips. Fans happily
oblige, but their engagement doesn’t stop there. BMW also puts concept
videos and pictures on their Facebook page to show fans what the company
is developing and what the next generation of cars will look like. It’s
like a personal car show right on Facebook, and every car enthusiast is
crazy about car shows. BMW’s heavy use of visuals illustrates their
understanding that visuals are important for engagement and allows the company to play to its strengths as an aesthetically brilliant brand.
GoPro

Personality
Coca-Cola
Coca-Cola’s description of their Facebook page is a “collection of stories showing how people from around the world have helped
make
coke what it is today,” which serves to highlight their focus and
gratitude toward their customers. Coke’s Facebook page certainly plays
to a consumer’s lifestyle since it continuously posts images of a
variety of situations in which a person might be drinking coke. In
addition, the company frequently posts humorous images and images that
poke fun at pop culture (like the politically-charged one to the right).
Another recent image, celebrating “High Five Day,” shows two bottles of
Coca-Cola with stick arms high fiving one another. Lastly, Coke uses
Facebook to advertise their Perfect Harmony promotion with American
Idol; an interactive feature that allows fans to vote on lyrics of a
Carly Rae Jepsen song on a weekly basis before the song will be released
in its entirety. Contestants who vote for song lyrics are also eligible
to win prizes or a trip to the American Idol finale.
Unlike GoPro, which is targeted to a very specific extreme
sports lifestyle, Coca Cola broadly markets itself as a drink to go
along with the daily ins and outs of life. This strategy has been seen
in the company’s television and print ads as well, presenting a
consistent message across different forms of advertising.
Transparency
TOMS

Chipotle
While it’s surprising that a brand like Chipotle would
focus on transparency (perhaps this is because the company used to be
part-owned by McDonalds), visitors can see the company’s intentions to
be honest
through
their cover photo, which has the tagline “Responsibly Raised,
Skillfully Made.” Chipotle’s strategy is to differentiate themselves
from other fast casual restaurants by highlighting their use of
naturally raised meats, which started with their “Back To The Start”
video from a few years ago, complete with a stripped down version of
Coldplay’s “The Scientist.” Chipotle’s social marketing team posts links
to articles about the farmers who supply their meat, and focuses on how
the animals are raised without antibiotics. Chipotle has recently made
an TV ad that focuses on how they source their meats from naturally
raised animal farms rather than industrial farms. In sum, Chipotle’s
tactics toward transparency allows them to own their “food with
integrity” mantra.
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