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Our commentary: Oreo is one of the most popular Facebook pages in the world, I didn't know that until today so Googled around to learn why and how they had achieved this. This video explains how that's been achieved. The strategy Beth Reilly and her team at Kraft Foods use follows the old adage of "fish where the fish are" and reach Mums on Facebook, where they are already spending their time.
Kraft Foods: How Oreo Learned to Fish Where the Fish Are, presented by Beth Reilly from GasPedal on Vimeo.
Marketing implications: I feel that the big question is how do you manage 11 MILLION fans on Facebook!? Let alone build it. That's a big community and impossible for any team to respond to every comment from every fan "€” as it turns out, Oreo don"€™t have to.
Reilly says her team has found that people in the community often respond to one another and create great discussions, and Oreo generally only get involved around product misinformation, or something only Oreo can answer.
Reilly takes the approach that Facebook is the new TV, the new always on channel. In addition to this Reilly also feels that Facebook has become the first choice place to find information on the brands that they love.
In the Chris Brogan spirit of fuelling social media bonfires with content, Reilly states that their content strategy is based around the idea that fans go to Facebook for a break, to be entertained, so instead of sales promotion it's comedy videos, recipes and celebrating the "Fan of the week".
Recommended link: Oreo Reveal How They Built An 11m Fan Base
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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