I saw an ad on Facebook. MGD 64 was the featured company. Upon examining the ad, I became baffled that a national beer company only had 50,000 (56,040 to be exact) fans. This concern, coupled with the fact that I actually do enjoy Miller Genuine Draft, caused me to click on MGD 64’s advertisement. Once there – I realized why their fan base was, in fact, NOT driving much revenue to the bottom line: IT IS A BRUTALLY BAD PAGE FOR A NATIONAL BEER COMPANY.
Want to peek at a best practice? Check out Heineken’s footprint. IN FACT, check out Heineken’s video:
Heineken is a success: 2.2 million fans; great tabs; great look; more taste, less filling.
If MGD 64 were “winning”, they would do the following five things:
1)Home Tab: Zzzzz, sorry, I fell asleep. PLUS, it’s an image, which is pretty normal for many start-up or low budget Social Media accounts, BUT not a giant like MGD 64. I would make the linked official site fit into iFrames so that fans can visit the site without ever leaving Facebook. By making this change, you will keep your 50,000 Facebook fans within your page, meaning you WON’T turn them off.
MGD 64 did the right thing by pushing people to Like the page through their ad campaign (BRAVO for that), but the bad thing is forcing fans to go back and forth. Additionally, the icon for the tab is the default tab image. You are a national beer company, make the change – be progressive.
2) Main Image: I like this. Not bad at all. BUT remember, you have a ton of real estate here. Perhaps change the messaging to focus on Facebook fans. How about a campaign that more people drink MGD on Facebook than anyone else? Think about the possibilities from a marketing/advertising standpoint.
3) Round for a Round Tab: Visiting this tab forces you to leave Secure Browsing. This is incredibly annoying and unsafe to a Facebook user.
Apps have evolved into being very interactive without being intrusive. Check into this the next time you are developing an app.
4) Tag Your Drinking Buddies: You could do a simple challenge that challenges your users to tag who they are with when they are drinking MGD.
By doing this, your network will grow with those who are friends with your fans (your biggest influencers). This could huge by giving something away – like a case of beer.
5) Rock ‘n’ Roll Tab: Again, need to design the icon for the tab – not keep the default. PLUS…make the calendar rolling so that it shows ONLY upcoming dates. Additionally, add a comments feature to the tab so that you can make this more interactive.
Finally, far too many brands talk AT their fans rather than interacting with them. That’s advertising, not Social Media. MGD 64, among others, never respond to comments on their wall. By failing to do so, they lose opportunities to interacts with their fans. For instance, Justin Hein just wrote: “Just had a MGD 64 Lemonade. Not good.”
If we were managing this process, we would have apologized and suggested another opportunity for Justin – rather than leaving him hanging with no response.
MGD, BECOME SOCIAL.
No Limit’s “What We Would Do” Blog is a weekly series focusing on a company’s Social and/or print footprint and how No Limit would make it better. Don’t want your company posted? Do Social Media right!
This week’s post was by No Limit’s CEO Nick Powills, who can be found tearing up the basketball court when not generating buzz.