Posts Tagged “Facebook Marketing Case Study”

Facebook Marketing Case Study: Foot Locker

It’s an extremely competitive world out there and businesses are often looking for the next best way to improve their sales and make more money. Excellent marketing strategies have proven to be the most effective way to do so. However, most marketing techniques are much too costly and new businesses can’t always afford it. Businesses have then turned to new techniques such as social media marketing to expand their reach, increase brand awareness, and sell more products at – oftentimes – a fraction of the cost of regular marketing techniques.

Facebook Marketing Case Study: Foot Locker eBook coverOut of the various social media sites available, most businesses turn to Facebook for its versatility and ease of use. However, it’s not always easy to create an effective Facebook page. And while there are many tips out there that offer to help people create better Facebook pages, it’s not always easy to understand them unless you actually see them being implemented. Thus, we’ve created a case study on Foot Locker, a shining example of an effective Facebook page, to help young businesses out in creating their own.

The Company Background

Foot Locker is an American company that sells sportswear and footwear. It is renowned for its employee uniforms which resemble those of referees. Foot Locker began in 1963 when F.W. Woolworth Company bought the Kinney Shoe Corporation and used it as a subsidiary. Kinney Shoe Corp later branched out into specialty shoe stores such as Stylco, Susie Casuals, and finally, Foot Locker in 1974.

By the time they reached the 1990’s, Foot Locker became a top performing line and was responsible for over 70% of Kinney Shoe Corporation’s sales.

Today, it operates in more than 20 countries worldwide and has nearly 4,000 mall- based stores in America, Europe, and Asia Pacific.

A General Overview of Their Facebook Page

Foot LockerThe Foot Locker Facebook page began in mid-2009 and has now amassed 1,888,586 fans and counting. As of January 2012, it’s been found by famecount.com to garner 1,588 fans A DAY.

In addition to that, Foot Locker has nearly 24,000 people “talking about this”, which is a feature which shows how many people have liked them, commented, or shared one of their posts in the past week.

As of January 1, 2012, they also had 876 people who “were here”, which is a measure of the foot traffic to actual Foot Locker locations (To get the “were here” feature on your Facebook, be sure to include the addresses of your shops on your page).

Upon entering the Foot Locker Facebook page, fans are shown an image of their logo as well as clear photos of their products in the top bar. What we found most unique about Foot Locker’s page is that unlike a lot of other Facebook business pages, it had A LOT of people commenting on their wall. Nearly all of the posts on their wall were from people who were inquiring about products or giving feedback on things they’d bought. Foot Locker is an absolute master at getting people to engage with their Facebook page.

… eBook Continued –  Free Download Here!

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Facebook Marketing Case Study: Ralph Lauren

Many companies have turned to social media networking sites as a means to market their businesses in a cost-efficient way. Of the social media networking sites, Facebook has been found to be one of the most effective ways to market a business and increase the popularity of a certain brand name. Thus, it is not a big surprise that many new businesses have sought out help on how to create effective Facebook pages.

Facebook Marketing Case Study Ralph LaurenWhile there are a ton of tips on how to go about creating a good Facebook page, they may be difficult to understand unless you see the tips actually being executed. And so to help you understand better what to do better, we have created a case study on a particularly successful Facebook page, that of Ralph Lauren’s.

The Company Background

Ralph Lauren Corporation is a luxury clothing retail company created by the world renowned fashion designer, Ralph Lauren. The company began in 1967 when Ralph Lauren was backed by Norman Hilton, a financial clothing manufacturer, to start a line of men’s ties under the name “Polo”. Ralph Lauren had been selling ties back when he was still in high school.

In 1969, he was able to open a boutique shop in Manhattan’s Bloomingdale’s and he expanded to selling a line of women’s suits that were tailored in a classic men’s suit style.

In 1971, he launched his first women’s collection and opened his first solo shop in Beverly Hills. He gained worldwide popularity in the following years and by 1981, Ralph Lauren opened up his first international store in London.

Ralph Lauren has now expanded to produce various luxury, casual and semi-formal clothing, accessories, fragrances, furniture, and it even runs a restaurant called RL in Chicago. It also opened up new stores such as Rugby Ralph Lauren and Club Monaco, and is now one of the largest clothing retailers in America.

Ralph Lauren LogoPolo Ralph Lauren started its official website and online shop in 2000 as a joint venture with NBC. In 2007, they acquired NBC’s share and re-launched their website as ralphlauren.com.

A General Overview of Their Facebook Page

The Ralph Lauren Facebook page began in 2008 and now boasts 4,140,690 likes. It’s been found to get an average of 4,817 new likes each day. It also has 26,473 people “talking about this” and 24,236 people who “were here”. The “talking about this” feature shows how many people liked, shared, and commented on any posts of their Facebook page while the “were here” feature shows how many check-ins or mobile location shares occurred in the stores. These give a good estimate of how well the Facebook page is doing and it also gives an idea of the foot traffic to actual store locations. Take note that the “were here” feature is only available to business pages that include addresses in their Facebook pages.

Upon entering the Ralph Lauren Facebook page, you’ll be confronted with images of classy looking and well-dressed men and women. Ralph Lauren likes to maintain an image of wealth and class which is evident in the dark and rich hues they use for their photographs and it immediately comes off in their Facebook page.

Ralph Lauren Facebook Page

… eBook Continued –  Free Download Here!

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Facebook Marketing Case Study: Victoria’s Secret Pink

Many businesses want to take advantage of social media marketing to increase their reach to crowds and increase their brand recognition. Facebook in particular, is a social media site that most businesses use to market their businesses. There are several sources for tips on launching a successful Facebook page. However sometimes, the best way to learn is through example. So here we provide a case study on one of the most successful Facebook pages out there, the Victoria’s Secret PINK.

Facebook Marketing Case Study: Victoria’s Secret Pink eBookWith 10,591,783 fans and counting, and nearly 64,000 people “talking about this” (this is a count of people who have engaged with the site on a per weekly basis), this Facebook page definitely got it right when it came to figuring out their target demographic, successful marketing techniques, gathering followers, and engaging with them.

A Little Background on the Company…

Victoria’s Secret was founded in 1977 by a businessman named Roy Raymond. He claimed he felt embarrassed about purchasing lingerie for his wife from a department store with other shoppers present. Victoria’s Secret was meant to be a retail shop specializing in lingerie with staff that were all trained to help both women AND men out in choosing the right styles and sizes. Victoria’s Secret was later sold to Leslie Wexner for 4 million dollars. By the 1990’s, it grew to be the largest American lingerie retailer.

The company is renowned for its use of the best supermodels in their ads and fashion shows to create an incredibly sexy brand image. It now sells bras, panties, hosiers, cosmetics, sleepwear, perfume, and other products in well marketed lines such as Angels, Very Sexy, and Body by Victoria.

PINK is a sub-brand of Victoria’s Secret that was founded in 2004. It was created to cater to late-teens and college-aged women with more age-appropriate underwear, sleepwear, cosmetics, and accessories. Its marketed image is more fun, playful and flirtatious than the original Victoria’s Secret line. Because their target market is a much younger generation, PINK promotes its products in college tours, MTV, and in social media sites. PINK began their Facebook page in 2009 and is now one of the most popular fan pages out there in terms of its following and engagement.

The Facebook Page

Upon finding the Victoria’s secret PINK Facebook page and liking it, we were confronted with a bubbly and bright page with a cute and flirtatious-looking model wearing trendy PINK underwear. It immediately advertised a contest called “The Ultimate Fashion Show Challenge”. The winner of the contest was to be awarded a custom made light-up bra as well as a $400 shopping spree at PINK.

Victoria's Secret Pink Facebook page

The PINK Facebook page had several extra tabs aside from the regular tabs such as “The Scoop”, Wallpapers, Gift Cards, and Polyvore. We will go through the important tabs and explain the purpose of each, as well as their successful aspects.

► Info

This tab is used by businesses to give the background of their company, explain what they offer, and give links to their other websites. People who go to any Facebook page are likely to see the info page before anything else. PINK tells fans in their info page that their brand is geared towards giving “comfy yet chic wear” for “the independent spirit” to make them feel “absolutely unique”. These power words stick to potential customer’s minds while browsing PINK’s product line and they immediately see the trendiness and comfort factor of PINK’s products.

PINK also includes links to all their websites and social media sites to increase their traffic and followers. This then increases their rankings in search engine results.

… eBook Continued –  Free Download Here!

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Facebook Marketing Case Study: Barack Obama

Barack Obama, the current U.S. President, a Harvard Law School (and Columbia University) graduate, is one of the first Presidents to have successfully used social media for a presidential campaign. Born in Hawaii, he was a member of the Illinois Senate from 1997 to 2004 and a United States Senator from 2005 to 2008. He became the United States President via the hard fought,  arduous and exciting 2008 presidential campaign.

President Barack Obama’s Facebook page has over 25 million likes. Let’s see how he uses Facebook to promote his events, share the latest news and gets his followers involved.

 

Other great related videos:

Facebook Sports Case Study: NFL Football
Facebook Corporate Case Study: Apple iTunes
Facebook Video Marketing Case Study: Starbucks Coffee
Facebook Video Business Case Study: Enterprise Rent-A-Car
Facebook Celebrity Marketing Case Study: Will Smith

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