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BMW Facebook fan page. An Update

January 15th, 2008 · Comments

First off, Merry New Year and all that.

We’re up to 665 members and counting on the Facebook fan page. Here’s some info, useless as well as useful, and a few learnings too..

Some stats

  • In the last 10 days we’re getting an average of 125 pageviews / day
  • Sex breakdown: Predominantly male at 84% (no surprise there)
  • Age breakdown: 18-24 = 40% and 25-34 = 45%. The dominance of the higher age group is pleasantly surprising. Graph below:

    • Learnings

  • Sign-ups correlate quite nicely with the page views on bmw.co.za. Monday is almost always the busiest day on BMW.co.za, and so is the best day for sign-ups.
  • The link to the Facebook page on your homepage is one of the best ways to grow your base quickly, and in a nice targeted way.
  • Typical online community principles apply here, where only a small group of the members are active participants in the conversation, the rest, and I’m guessing here, just want to be associated with the brand.
  • The discussion board is where the real energy is starting to show. We have only started 5 of the 16 discussion threads. This is a really great way of gaining insight from the real fans.

  • Fans are great, but they want attention all the time. This is one of the dangers - creating an online community also creates the expectation that BMW will be highly involved. The greater the fan base, the greater the expectation there is. More questions, more answers expected. Ideally, we would empower the “super fans” by giving them extra information, inviting them to events etc. so that they can in turn answer questions where possible. This is a definite consideration should we decide to push Facebook harder.
  • We haven’t tried the group messaging capabilities yet, but will certainly do so on our next campaign

    • So we’re trying something new here and getting some great feedback in the process. Still lots of ideas but if you have any interesting ideas, let me know!

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    Tags: BMW Related · Social media · Web

    • Jenna Fox
      That's quite good going for a fan page, I expect this to really grow exponentially
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