Procter & Gamble's Pampers facebook page has 767,521 followers . . . and growing.
P&G used this strategy last year when it decided it wanted to educate its customers on new baby wipes classifications and packaging. Instead of using television or print advertising, the company launched a video on the Pampers fanpage to effectively target users of its brand. This focus is much narrower than traditional advertising methods. While a television commercial could be viewed by anyone, only someone who uses Pampers would choose to become a fan of its Facebook page. Other marketing efforts on the Pampers Facebook page—as well as other pages maintained by P&G—include new product announcements, couponing and giveaways and even, in some cases, product sales.
Sweden's SCA also has an ambitious social media marketing strategy. Two years ago, it started a video channel on YouTube and since then has expanded its social media efforts, which now include Facebook, Twitter and Flickr, to name a few, to comprise about a third of its overall group presence, according to the company. While people won't likely read a press release or an annual report, they will read short entries on Facebook, watch films on YouTube or scan pictures on Flickr, says Konstantin Irina, online communications manager.
She's right. Today's consumer is far more likely to hear about a new product through a Facebook page than through a television commercial or traditional website and it is the company that can blend the best components of old and new media that will more effectively win their loyalties.