Facebook is the place where people connect around their interests and passion points. In yesterdays’ newspaper I read about a Facebook page where people help each other to find missing pets and another page that connects parents and allowing them to meet other parents in their neighborhood.
We’ve seen pages that create strong communities, and even movements. People are willing to engage in their interests online based on personal values. When brands work with CSR initiatives, Facebook can work as a hub to gather and connect people around a community.
As an example, I want to shed light on a case by American Express. The case recently won the Blue Award, the best possible, at Facebook Studio Award 2012.
Everything starts with a challenge. This is what American Express saw in failure rate of small businesses, which had increased with 40 percent from 2007 to 2010. As the growth of small businesses is an important part of the US economy, American Express decided to deal with the challenge and help small businesses.
In 2010, the global service company created Small Business Saturday movement to encourage people to shop at their local business on the Saturday after Thanksgiving. To quickly reach as many people as possible, the brand made Facebook the hub of its marketing efforts for the initiative.
With help of Facebook Premium Ads, they drove people to the Small Business Saturday page where visitors got a deal from American Express – a $25 credit when spending $25 at a participating merchant. American Express also provided 10,000 small businesses with free advertising on Facebook to promote the day.
The Small Business Saturday page quickly became Facebook’s fastest growing, and today the movement continues to give a big boost to small businesses. Writing this, the page has 2,832,697 likes. After the campaign, 40 percent of the general public was aware of Small Business Saturday. On the first Small Business Saturday, revenues for small businesses jumped 28 percent.
Below, you can watch the case study video of Small Business Saturday from American Express: