5 Local Businesses Rocking Facebook (& Social Media)

Luke Facebook, Marketing, Social Media, Waterford Facebook, Marketing, Social Media, Waterford 2 Comments

At last weeks Martketing Institute presentation I used three local examples from here in Waterford, Ireland, to demonstrate how Facebook is being used for marketing by local businesses. (The slides of the presentation are available here). The point in using local examples was to demonstrate that it’s not just the big brands and multi-national co’s who can incorporate Facebook into their marketing strategy, but its happening right here on our doorstep.

Here’s those three examples again plus two new ones. I have no links to four of the businesses, other than having frequented them at one point, but I have been involved in developing the Facebook profile the fifth example the Bay Spa Tramore.

Each example demonstrates a local business who have nailed, in my opinion, at least one aspect of social network marketing. In no particular order;

Dignity Bar

It’s good because… Integration! They were the first local business to integrate their Facebook presence (along with Twitter and Youtube) into their offline marketing, simply by adding logos to their newspaper ads. Think of it like this when will I see their newspaper Ad again? Who knows. But if I add them on FB then Dignity don’t have to rely on me picking up the local paper again. I always thought this was critical to increasing fans/likes and just last week FB brought out a study highlighting businesses that advertise their social network presence grow 20% faster than those who don’t.

Espresso Waterford

It’s good because… Personality! Before they were on Facebook the image of the eatery was informal, relaxed, fun and Italian. When they launched on FB late last year they brought that exact personality to life. There’s frequent competitions that get their fans actively involved in the page such as a recent Easter Rhyme/Egg Pun comp and they’re not afraid to take ideas from anywhere. Last years Ikea competition on Facebook (tag yourself as a piece of furniture in Ikea profile picture first to win it, see it here) was replicated into a ‘Tag’-liatelle competition where fans could win meals by tagging themselves in pictures.

The Espresso Facebook Profile

Revolution

Its good because… Customer care! They took a problem and turned it into an example of great customer care for everyone to see. Ok, this didnt happen on Facebook but over on boards.ie in March. Many businesses worry about giving customers too much control, input or opportunities to voice their opinions because they may not always be positive. But Revolution took a complaint on a public message forum, addressed it and received thanks not only from the person who made the initial complaint but also several other people. If you didn’t know it already you suddenly realise just how much the bar cares about its customers.

Here’s a link to the thread on Boards.ie, the first post is the initial complaint and the 24th post on page 2 is the owner.

Fitzwilton Hotel

Its good because… they know how to grow their fanbase! The Fitzwilton Hotel opened in Waterford around 2005 and is probably the newest Hotel in the city. Waterford is the 5th largest city in the country, yet this relatively new hotel situated in a small regional town has the highest number of Facebook fans for a hotel in all of Ireland. Now it may be that the size of the town has little to do with the Hotel as most of its business will come from outside the city, but you can be rest assured Waterford is far from being one of Irelands top tourist destinations. As for business travellers, this city is suffering more than other places in this recession, so that would affect in some way the amount of business travellers. The hotel is also a 4 star, placing it in a price bracket above most of the hotels in town. However with all this going against it, the hotel is punching well above its weight and is hurtling towards 8,000 fans as I type.

The Fitzwilton on Facebook

Bay Spa Tramore

Its good because… Its customised! The Bay Spa Tramore is a client of mine. It’s also the only local business that I could find with a customised Facebook presence. What do I mean by customised? Well for one there’s a new landing page. Instead of arriving at the Bay Spa ‘wall’ first, users arrive on a customised tab with an offer for free loyalty points for fans. Thats also linked to another tab with a full price list. The Bay Spa has a unique interior so we installed a new larger and more professional slideshow with professionally taken photo’s demonstrate this. And it doesn’t stop there, we are soon to launch a shop on the Bay Spa Facebook profile. The shop will use Paypal for all transactions will be safe and secure, not just on the customer side but also from the business side. Thats what I mean by customised, but there’s plenty more that can be added, we only revamped the page recently. Any business can customise FB they just need to sit down and work out what it is they would like FB to do for them. Why is customisation important? So you can differentiate your business and engage customers even further. Most businesses don’t differentiate their Facebook presence and are happy to work with the default Facebook profile. I dont understand why, I mean you wouldn’t take out an advert in the local paper that is identical to your competitor, so why be happy with the default Facebook profile? It looks like everyone else’s. To be remembered in marketing you have to be different, and to be not remembered in marketing is a waste of money.

The Bay Spa Tramore Facebook profile