Juice, Juice Boost Guapa. A national undertaking, a global group. Common ground: the products proposed and the target audience. Comparative analysis of their use of Facebook.
How to pass the tasting of a juice of fresh fruit to the analysis of 2 Facebook pages ? I explain the path.
I don't know you but making step races, is not what I prefer. Then, if after the effort, there is a bit of comfort, so take advantage. I stop in a sign Guapa and command a good fresh fruit juice. Guapa, you see? Are these kiosks to juice in popular places. You often get there guided by the smell of fruit. Ah this sensory marketing !
Sometimes, drink the juice Guapa, it deserves. The queue is long, the patience of rigour. A human impulse is to get the first available thing to pass the time. A pamphlet, for example. I consult quickly and surprise me: no mention of Facebook page. Is Guapa the deadlock on social networks? Bizarre…
I go home me and Type "Guapa Juice" in the Facebook search engine. Here, I note that the company has a page and is well supplied: 2 973 people like Guapa (Friday February 24 figures). Where do these people come from? Site Internet de Guapa? No, there is no way to access the Facebook brand page via the website. A site that is, poor in content. First strategic error : having a Facebook page and not promote on its Web site. I, again, consult the pamphlet and notes that Facebook page is well cited in any small at the bottom of page. Second strategic error : do not insert the Facebook logo on the brochure.
You will tell me "it tells us the number of fans of the page then that what is important is the commitment". I turn there. On 2 973 "fans" of the page, only 19 people speak of the mark. In an article entitled, "How to calculate the rate of commitment of a Facebook page?", Amélie Broutin, proposes to divide the number of "people who speak" by the number of "people who like the page" and multiply the result by 100. For Guapa, which gives a rate of 0.64% commitment ((19/2973) ** 100). This relatively low rate is explained by the type of the company post. Mostly, the company communicates vertically (it position menus, recipes,...) and not begin the conversation with his fans.
I seek a point of comparison and reminds me that in Australia (and Yes, I went there and even that this is superb), I was accustomed to Boost fresh fruit juices. Boost Juice, it is a global group that has over 230 stores (2009 figures). Comparable to Guapa don't? If not for the similarity between the products and (young) audience. I am on the Boost web site. First observation: more rich in content, this site has a Facebook icon.
On the Boost Juice Facebook page, I do not want the number of fans but their commitment. On 42 971 fans of the brand, 500 to speak. Which gives a rate of 1.16% commitment ((500/42971) ** 100), significantly higher than that of Guapa. The explanation is, once again, in the type of post. Boost Juice has well understood what the Facebook hearing expected. The company offers playful and participatory content. The Boost is horizontal. It speaks directly to his fans.
It can be concluded three things: 1) the rate of commitment is not inversely proportional to the number fans. Can have a lot of fans and a good commitment. Everything is a question of content. (2) Facebook is social fun and conversation. The marks shall be taken into account in their communication strategy. (3) The marketing should not be costly to operate. It is possible, as Boost Juice, create viral content alone from a humorous post, a question, a photo,... Web 2.0, companies are on the same footing of equality.
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