Archive for the ‘Week 4’ Category

Target’s Facebook Campaign

February 15, 2010 1 comment

Target, the American retailing company already gives 5% of its income which is over $ 3 million each week to support charities in the US since 1946. Following one of the main aspects of its mission, Community Giving, Target developed the “Bullseye Gives” Facebook campaign. Target asked people to visit, vote and decide how ten national charities would receive a portion of the $ 3 million. So Facebook users had the option to select among ten charities they would like to see funds allocated to. 

According to inner architect blog, “Target’s latest social media campaign utilized Facebook to crowdsource, build their brand, create cause marketing exposure, engage with their audience, and mold their public perception one Facebook fan at a time.” 

With this campaign Target gained brand recognition, engaged with its audience and got new followers. Part of Target’s mission is to give back to the community and with this campaign they improve their image and gave their audience the option to participate by letting them choose and vote for their favorite charity. When a person voted for a charity the branded message with Target’s logo appeared on his/her wall and this gave the possibility that his/her friends became fans of the Target Facebook page. Moreover, it was a participatory,  informative campaign with a humanitarian message focused on the charities and not on Target’s actions. Nevertheless, Target benefited the brand by adding new fans who are now part Target’s social network.



Become a fan

February 14, 2010 1 comment

Nowadays, Facebook is becoming mainstream. Almost everyone has a Facebook page even my mom has one. And companies are not the exception either. Companies are seeing Facebook as a way to communicate, engage with its audience and ultimatly driving sales.
Last year Razorfish, a digital marketing company, developed its third annual FEED survey of 1,000 “connected consumers”. The survey focused on online consumer behavior. Some of the results: “40% of respondents “friended brands on Facebook “, while 25% of respondents said they follow brands on Twitter. They also found that consumers follow brands on Twitter and Facebook mainly for deals and promotions. “On Facebook or MySpace, 37% said that access to exclusive deals or offers was their main reason for friending brands.”

Furthermore, 40% of respondents have “friended” a brand on Facebook. Taking into account these statistics it is important that companies realize the role that Facebook is playing nowadays and that Facebook is not only for young people to network it is a way to engage consumers and build communities. According to these results if a company wants brand recognition on the Web, there is a good possibility that Facebook is the right place to be.



I am a fan of a couple of products through my Facebook page. Often I find people being reluctant to become a fan. Either they have to be friends of someone that works for the company or they are extremly loyal to that brand/product.  At the end of the day people do not have time to follow lots of brands. Do we?

Are you a fan?