Jan 20 Oreo: Facebook Fan Page Example in Detail #2
Continuing Lisa’s series of 26 Facebook Fan Page Examples in Detail, I’ve taken a look at the Oreo Facebook Fan Page, a brand with over 16 million fans. Overall, I think this is an excellent model for branded fan pages, although there is still room for improvement. Not only do they engage fans on their Facebook wall, but they incorporate custom tabs with content designed specifically for fans. This is definitely one of my favorite Facebook fan pages, and I’m not saying this just because I love Oreos (especially double-stuffed)!
World’s Fan of the Week
One of the first efforts that caught my eye was the ongoing fan photo contest. This particular effort encourages fans to upload their own photo for a chance to become the “World’s Fan of the Week” and be featured in the design of the profile picture. Fans enjoy posting pictures of themselves and having their voice heard on the page. Not only is this a cool way to encourage fan engagement on the page, but it helps Oreo generate fan photos for the page as well.
Default Landing Tab: DSRL Menace
Most brands now use a custom design for the default landing tab for non-fans. Oreo has chosen a fun default landing tab to help grow their fan base, as well as engage current fans in a “Guess Who” game only fans can play. Fans must keep coming back to the page each week for a new clue to figure out who the Hooded Menace is that is threatening Team DSRL (Double Stuff Racing League). This league includes stars like Shaq, Apolo Ohno, Venus Williams, and Eli Manning.
Aside from the initial thrill of solving the mystery, fans are given incentive to play: When they make a guess they receive a free ringtone from one of the members of the DSRL. The prize seems to resignate best with a younger audience (which is likely their target), and incentives them to continue participating and to follow along with the clues.
While this is an interesting concept, I believe Oreo could do a better job of explaining the tab’s purpose and why fans would want to participate. Upon first glance, it’s difficult to know what DRSL is, how these stars are involved, and what the campaign is about. It wasn’t until I did some digging that I found out what Team DSRL is and how the hooded menace is involved. At the bare minimum, the tab should be upfitted to include more detail to bring someone up to speed more quickly.
Additional Tabs: Recipes Tab
Aside from the main landing tab, Oreo does a great job of giving fans content that they will find useful. The Recipes tab is simple, yet features recipes for fans to try (all involving Oreos!) along with a mouth-watering visual of each. From here you can choose to click on a specific recipe or simply choose a category to review recommended recipes. Both actions take you directly to the recipe section of the Kraft foods website. I believe an interesting addition would be to evolve this tab to allow fans to share recipes and photos of their Oreo concoctions with other fans.
Oreo’s Facebook Content Strategy
To summaize how well the brand is engaging with its 16 million fans, the chart below gives a quick snapshot of the overall engagement rate for Oreo, compared to a similar branded page like Starbucks. With this comparison, it is clear that although the page is updated frequently and has a fun and engaging voice, the content strategy still needs a little work. In this case, we see Starbucks’ lowest engagement rate is equivalent to Oreo’s overall engagement rate. Since the pages are the same size, and each have a product with die-hard loyalists ““ the results strongly suggest that the Oreo page manager needs to monitor the results and let that influence and modify current content posted to the wall.
Upon evaluating the wall, you’ll notice that thir content strategy is primarily formed around three types of content: Social Promotions (i.e. DSRL), Cross Promotions (i.e. the recent Kraft Hunger Bowl post), and Fan Engagement (i.e. product-centric posts that leverage the fan love for the brand).
From our analysis, the Fan Engagement posts perform the best, scoring the highest feedback rates (.09%). These posts include content like: Oreo Fan of the week, quotes, silly challenges, recipes, questions and fun facts. Fans seem to love answering questions or chiming in about their love for Oreos.
In comparison, fans are not engaging with Social Promotion updates like the DSRL promotion. A quick analysis showed DSRL updates receiving less than 0% feedback rate. Cross promotional content around Joe Montana flipping an Oreo instead of a coin for Kraft’s Hunger Bowl received higher rates than DSRL and generated positive sentiment around Oreo’s connection to a cause. This could indicate that a campaign directly related to a cause may garner more social interactions than a campaign like DSRL.
Finally, Oreo is not responsive to fan queries. It would be beneficial for the page admin to better engage with fans not only through Facebook updates, but through the raw wall comments as well. This would show that Oreo is listening to their fans and that they are happy to hear suggestions or handle any product concerns.
What do you think of Oreo’s efforts on Facebook? Please share in the comments below.