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【オリエンテーション】Facebookページとは

Facebookページの展開事例

2011-09-01

Facebookページの展開事例

Facebookページを開設すること。それは前回にお話をしたようにFacebookという実社会と同様の人、そして人と人とのつながりの集まる場所に、自社のWebページの支店を設けることです。この支店の大きな特徴は2点あります。


・ リアルタイム性
 リアルタイムで投稿をし、それに対し閲覧をすることができます。つまりは企業の今を伝えることができます。
・ 多機能性
 単純にテキストを投稿するだけではなく様々な機能を持ち合わせています。
 例えば、写真を管理できるアルバム、自社主催のイベントのスケジュールを管理できる機能、動画を集約できる機能など、様々な機能を兼ね備えています。


開設自体も簡単ですし費用も無料です。是非とも、活用をおすすめします。
ただし、無料だからといって目的も何も考えずに開設をしても意味がありませんのでここをしっかりと理解しましょう。


日本国内での事例紹介

現在、日本でも多くの企業がこのFacebookページを活用しています。例えば、最も人気のある(ファン数の多い)Facebookページですと2011年8月時点で50万人を超えるファンを獲得し、様々なコンテンツや企画の提供、ファンとのコミュニケーション等、活発に行っています。いくつか事例をご紹介します。


事例1)Satisfaction Guaranteed
02-001.jpg
ファン数:514,094人(2011年8月31日時点)

グローバル展開も行っている国内アパレルブランド。
そもそもの目的としては世界中に多くの利用者を抱えるFacebookの持つグローバル性に注目をし、ブランディングへの活用を目的として開設。ファン数の増加にともない、リサーチツールとしても活用。日本国内Facebookページのファン獲得数第1位の実績を持つ。


事例2)無印良品
02-002.jpg
ファン数:248,938人(2011年8月31日時点)

グローバルでの展開、実店舗への総客、自社サイトへの誘導、ソーシャルメディアマーケティングの知見の獲得等を目的としている。
自社サイトと連動をしたコラムの提供といった、ファンがまた訪れたいと思う仕組み、グローバルアンケートの実施、実際の店舗で利用可能なクーポンの提供企画、リアル店舗への誘導活用にもつなげている。


事例3)ANA.Japan
02-003.jpg
ファン数:198,026人(2011年8月31日時点)

もともと企業として、根づいている顧客中心主義をベースに、実際のファン(顧客)の声を聴くこと(傾聴)を中心に良質なコミュニケーションの構築。更には企業ブランディングの向上へつなげることを目的として掲げている。
ファンからの共感を生む写真や動画の掲載、中のスタッフさんの紹介、ウォールを上手く活用したクイズ等、ファンとの良好なコミュニケーションを確立。結果、ブランディング向上につながっている。

他にも様々な企業がFacebookページを開設し、企業ブランディングやファンとのコミュニケーション、自社サイトへの誘導等に活用をしています。是非、参考にしてみてください。





■参考書籍紹介
フェイスブック・インパクト つながりが変える企業戦略
(宣伝会議)
1-02-04_.jpg

小野寺 翼 株式会社メンバーズ

株式会社メンバーズ所属。現在はソーシャルメディアプランナーとして日々Facebookページの運用および新規開設提案等に奔走中。著書(共著)『Facebookページプロフェッショナルガイド』がある。


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