The Boys & Girls Clubs of America (BGCA) recently launched a “Faces of the Future” Facebook campaign. The campaign’s goal is to raise awareness about the BCGA’s state-of-the-art technology offerings for students. The BGCA Facebook page looks professional and inviting. It has useful and relevant information, as well as compelling graphics.
But will it be successful? Will it increase awareness and increase the number of supporters?
Several months ago, Milk-Bone launched its “It’s Good to Give” Facebook campaign. The campaign focused on a dog named Noble and shared Noble’s story while he went through training to become a service dog. The campaign was extremely successful. It increased brand awareness and had more than 6.3 million impressions.
Let’s look at some tips I’ve created based off of the successful Milk-Bone Facebook campaign. Let’s see if the BGCA has what it takes to succeed.
1) Share an individual’s story
The Milk-Bone Facebook page was updated frequently with posts of pictures and stories about Noble. Soon, Facebook followers grew to love Noble and couldn’t wait to see his latest photograph. People became emotionally attached to Noble and thus became attached to Milk-Bone. Showcasing an individual affected by the organization allows each Facebook stakeholder to feel emotionally connected to the person, which then emotionally connects them to the organization.
How does the Boys & Girls Clubs of America campaign compare?
The BGCA focuses on a young man named Richard on its “Faces of the Future” page. You can click a link to learn more about Richard and his journey from a gang member to an aspiring recording artist. The BGCA shows how it helped Richard and how it will continue to help more young people if it has continued support. This personal story allows fans to connect with Richard and connect with the cause.
2) Creatively use the “like” button
The Milk-Bone Facebook campaign included a “like” button that fans could click in order to unlock special gifts for Noble. Asking someone to “like” something for a cause allows them to participate and feel directly involved.
How does the Boys & Girls Clubs of America campaign compare?
The Facebook page has a “like” button that allows fans to help give Microsoft Office to members of the BGCA. This is a great way to increase interactivity and let fans feel like they are personally helping.
3) Keep it simple
Milk-Bone’s Facebook page only has six links (Wall, Info, Photos, Video, Links and Notes) on the left side. This allows for minimum confusion and keeps the page navigation simple. Fans were able to focus on Noble’s story and Milk-Bone’s mission without being distracted by too many links.
How does the Boys & Girls Clubs of America campaign compare?
The BCGA Facebook page is fairly simple but it does include 14 links on the left side. Some of these links cannot even be seen unless you click “more” and expand the tab. The BGCA could eliminate and condense some of these links to create a straightforward page.
For the most part, the BGCA Facebook campaign looks like it is off to a great start. As of May 24, 2011, the BGCA Facebook page has 21,424 “likes.” Do you think it has the tools to double this number? To triple this number?
One Response to “Tools For a Successful Facebook Campaign”