Solo Cup launched its Facebook page in September 2010. For the first six months, growth was slow, and the company saw low engagement numbers.
But in March, Angie Gorman and Mark Baxter overhauled their Facebook strategy to establish a voice, a content calendar and games. So far, it’s paying off: The page has more than tripled “likes” and quadrupled monthly active users.
A few of Gorman and Baxter’s take-aways from their recent BlogWell presentation:
- You can do better than “TGIF” posts. Gorman and Baxter made a commitment to go deeper with their posts and rewarded fans with coupons that got them excited, sneak peeks at products and unexpected perks.
- Games can get fans beyond the news feed. By creating simple games, Solo Cup found it was able to draw people from beyond the news feed to its page, where they could play and discover other content.
- It’s OK to talk about yourself. Baxter says that contrary to popular theory, he thinks fans do want to get to know companies they’re “liking” and what is happening at them.
Watch the presentation. Slides are available.
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"Also on 'the FaceBook' "….Pathetic: These 55 y.o. PR clowns from Solo are obviously not native to SM and it shows, strategically and executionally.
I bet the Toby Keith radio play hit "Red Solo Cup" didn't hurt. Takeaway #4: Get a huge music star to sing a song about your product.
Are you sure Toby Keith didn't have anything to do with the solo cup's facebook page's new found popularity?! His album and the single were released in October of 2011. Glee performed his song Red Solo Cup on Dec. 6, 2011 to an even wider audience. This is a marketer's dream to have everyone singing about your product without any advertising dollars being spent.
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Non of their tabs work on Facebook and all the image links are broken. Why are they featured on SmartBrief? This is a fail.
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I agree with everyone who said Solo Cup's so-called Facebook success has more to do with Toby Keith's song than with any real brilliant strategy. How could the author not have mentioned the song at all?! #Fail indeed.
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