The Most Engaging Industries on Facebook and What to Learn from Them

The Most Engaging Industries on Facebook and What to Learn From ThemAs consumers in social media, we rarely go look for information on company websites. Rather, we go to a brand’s Facebook page, since it’s much easier for us to communicate with companies where we are already spending so much of our time online.

When visiting a company’s brand page on Facebook to search for help, we can’t always be 100% sure that we actually get an answer to the question we post. But maybe there are in fact certain industries where we can be sure to always get an answer?

According to a recent study carried out by Socialbakers, a global social media and digital analytics company, the leading industry in terms of response rate on Facebook is the telecommunications industry.

The most socially devoted industry next after telecommunications is airlines followed by finance, retail and fashion. These top five industries are all positioned at more than a 40% response rate. This is also illustrated in the infographic below, which places them significantly higher than the industries on the rest of the list:

The Most Engaging Industries on Facebook and What to Learn From Them

Having identified the industries with the highest response rate on their Facebook pages, Socialbakers broke down the industries into specific companies to highlight the leading ones within each industry. In the following, I will therefore take a look at a couple of them to see how they successfully manage to run a community on Facebook and what other brands can learn from them and be inspired by.

The phone company called Claro runs off with the title as the most responsive company within the survey with an impressive 96.99% in response rate. Looking at their Facebook page, it’s evident that there’s a good reason for this. The company is extremely fast in getting back to customer questions and comments. The company’s communication seems friendly and their dialogue with fans and customers is more “chat-like” because of the fast responsiveness. Despite the load of questions and comments the company receives on the page each day, it appears that they manage to keep up with it.

Claro has understood how important it is to be present where their customers are with a team that manages to take on the responsibility. Furthermore, the high engagement and great customer service is part of spreading the word that the company is listening and being helpful, establishing a good image to the target group.

KLM Airlines
Within the airlines industry, the Facebook page of KLM Royal Dutch Airlines is the one with the highest response rate of 94.14%. Taking a look at the page, it’s easy to see that they are definitely doing an effort! The page has 1,669,757 likers and when scrolling down the Timeline, you’ll see that all fan questions have received a kind answer from the company within a short period of time.

The out-bound content posted by KLM Airlines is also well thought through, as it focuses on conversational touch points to engage fans in the community (and thereby there is a possibility of spreading content to their friends). An app on the page called ‘Bright ideas’ also shows how fans and customers’ opinions and ideas are helping the company improve their products and services. Compared to the phone company Claro, KLM is only placed a bit lower in terms of response rate, but the content posted by the company seems somewhat more unique and consistent. The content is visually engaging and the company shows understanding of how to connect with people on more than a product level. I definitely think the page is worth a visit!

If you know of other good cases to get inspiration from, please share them with us here.

Why Oreo’s ‘Daily Twist’ is one of our all-time favorite social media campaigns

Few cookies have reached the same level of iconicity as Kraft Foods’ Oreo. Its round shape, blackish color and white cream stuffing have undeniably added to its success but as a social media agency we wonder: where would the crowd-pleasing, twistable cookie be today without effective social media marketing?

Let’s zoom in on one of their global digital and social media campaigns that reached millions of hearts (and mouths) and delivered proof that even cookies can provide endless food for thought. We are talking about the wildly successful ‘Daily Twist’ campaign that saw a 110% growth in fan interaction per social-media post only a few months after the campaign was launched. Even though the campaign dates back to 2012, in our view, it earned a spot among the best food branding campaigns on social media ever. Here’s why…

It used milestones and pop culture events to create engagement

2012 was the year that America’s favorite cookie turned 100. Needless to say, it was a cause for celebration.

Every day for 100 days, the Oreo was given a different “twist” – styled to look like Elvis, a panda bear or like the surface of Mars after the Mars Rover had driven over it. On the ‘Daily Twist’ site, users could suggest their “twist”. The campaign was driven on Facebook and also featured on Twitter, Tumblr and Pinterest.

The Oreo twists were especially created to spark conversation and sharing, referring to milestones or pop culture events that people could relate to and share their thoughts about.

It had timely and shareable content combined with an element of surprise

While some of the cookie designs were planned ahead like the Olympics or Labor Day, others were more agile, tapping into events like the premiere of ‘Batman: The Dark Knight Rises’, the release of the iPhone5 and the birth of a Chinese panda bear. Monitoring trending topics and utilizing current events ensured the content was always relevant and timely. Couple that with the surprise of what each day would bring, and you’ve got a campaign worth tuning into.

They exercized strong brand values

The campaign kicked-off with the Gay Pride rainbow cookie in recognition of the LGBT community, much to the chagrin of conservative crowds.

The Facebook post set off a heated online debate that even led opponents of gay marriage to call for an Oreo boycott. But while supporters and opponents were fighting their online battle, the rainbow cookie doubled Oreo’s fan growth.

By having a strong stance and sticking to it, Oreo established itself as a courageous brand amongst its more liberal fans.

The campaign had an integrated marketing approach, combining the offline and online worlds

The campaign finale took place at Times Square in New York. They set up a pop up agency there, from which they designed the last ‘Daily Twist’, based on suggestions from fans. Earlier that morning, the brand had asked its Twitter followers and Facebook fans to offer ideas, which were going up live on a billboard. Creatives would select the best ones and three of them were then put to an online vote. The winning cookie, celebrating the anniversary of the first high five, was designed on the spot and was displayed on a big billboard.

A seamless flow between the online and offline worlds, and the mix of social and traditional marketing allowed for a greater experience and showed that Oreo mastered the integrated marketing approach.

It put the product in the center – without being self-centered

Oreo’s ability to put their product at the center of the campaign and still make the content relatable and entertaining for a massive range of users is (in our opinion) the most important factor in the success of the ‘Daily Twist’ campaign. The content was heavily branded, yet still relevant, timely and shareable – without ever begging for likes, comments and shares.

Lessons learned

The ‘Daily Twist’ campaign set an example of how important it is to create content that resonates with your audience. There are many ways to find out what moves your fans. For Lurpak®, we identified what kind of recipes the audience was searching for. As a result, we created content that we already knew people wanted to engage with. Read how we did it here.