Alberto Culver — the parent of brands such as TRESemme, St. Ives, Noxzema and Alberto V05 — is doing some amazing things on Facebook. For their TRESemme brand alone, they’ve got hundreds of thousands of fans and are using a mix of live events, coupons and fresh content to drive fan engagement.
In their recent BlogWell case study, Alberto Culver’s Stephen Strong and Brandy Ruff shared a bunch of the details behind how they’re doing it. A few of their big ideas:
- Create an editorial calendar. Having an editorial calendar for Facebook makes it easier on your agencies and partners, helps with legal buy-in, and helps make sure all the critical things you need to promote or share are covered.
- People love content they normally don’t have access to. Ruff’s team realized one of their most popular pieces of content from their designer event was a picture of a Mercedes-Benz — and wondered why all these fashionistas cared. They realized it was because it was from something event attendees didn’t normally have access to — and have adjusted their content strategy to share more of this.
- Simple coupons work best. Stephen recommends making the coupons easy to share (this helps recruit new fans organically), being prepared to address consumer questions or complaints about the promotion on your wall, and announcing via a status post when the promotion is over.
And if you like this presentation, be sure to check out our upcoming BlogWell in Philadelphia on Nov. 9.