This blog is the second in a series of four discussing Ecommerce’s Top Five (on Internet Retailer’s Top 500 List) Facebook Fan Page strategies. In today’s blog we’ll take a look at what Staples, the #2 Internet Retailer, is doing right on Facebook.
I. Snappy Splash Page!
In a space that is chocked full of stale, static, boring Facebook splash pages, Staples has come along to create something perfectly suited for the social media space. Why? Everything about this page is about engaging the would-be fan: video, interesting questions, and discussion, all centered around “Arc,” a featured “hot” item. There’s even a link to take for fans to “Shop now.’
II. Custom Tabs
If Staples went all out on their splash page, you wouldn’t expect them to lose their way on the rest of the design, would you?! They don’t disappoint; notice the custom icon-tab nav below. Though they are big and flashy, they serve the important purpose of letting fans know what else there is to see and do while there. And judging from the tabs, there’s a lot to take in.
For instance there’s the “weekly ad,” which will no doubt interest many fans in checking out the weekly deal. It’s great to have an interactive Facebook wall, but is it comments that should be your end goal, or sales conversions? The discussion is great and provides value as another place for customer service and to cultivate and nourish relationships, but there needs to be sales drivers too. The “weekly or daily deal” strategy isn’t new, but few ecommerce merchants take the time to create a custom tab and updated ads like Staples is doing.
III. Got Game?!
Another tab immediately piques the curiosity of those who want less commercial and more play. Under the “games & fun” tab there’s actually a “Staples” game fans can play. It’s not one of those generic Pac-Man interfaces re-colored to match company colors–this (see below) is a custom developed game made just for Staples’s fans to try their luck at dollying some key office items to the right place without getting run smacked down by oncoming traffic. 
IV. Avoid ADverse-asion
No matter how nice the splash page is or the type of game play they’re giving away, Staples would never be able to keep the office chairs loaded with over 135,000 fans if it weren’t for their savvy wall strategy. Conversation (not ADverse-ation) is the basic building block to any social media campaign!
As can be seen in the above post, it’s not all about office supplies. At first glance, it’s easy to think, “nice subtle aisle-impulse-product promotional–but look at what one fan says:
V. Keep it real
No, it’s just a Happy Easter salutation, as it should be!
Links to the Complete Four-part Series:
1) Analyzing Amazon’s Presence on Facebook
2) What Staples is Sticking to Facebook
3) How Dell Is Dealing With “Service Sucks” Comments on Facebook
4) Is Apple Having a Brand Identity Crises on Facebook?
