7 Facebook Marketing Case Studies

Learn some inventive ways to integrate Facebook into your social media marketing strategy.

7 Facebook Marketing Case StudiesEvery day, businesses are inspired to bring creative marketing ideas to life on Facebook in ways that have a real impact on their bottom line. Many have discovered how to leverage their Facebook communities to strengthen brand loyalty and communicate directly with customers. As your company invests in the social network for marketing, advertising, and branding, it’s useful to have a few examples of what others have done with the platform. These case studies look at the goals, approaches, and results for several Facebook campaigns.

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TurboTax’s Social Media Strategy

If you live the U.S., you’re probably thinking about next month’s tax deadline. You’re also probably using TurboTax Free Efile to file your tax returns.

TurboTax is a brand built on the principles of word of mouth. For 25 years, TurboTax (and its parent brand, Intuit) has focused on building relationships with its customers — even doing “follow me home” research to get 1-to-1 feedback about how people actually do their taxes.

Here’s a presentation by the brand’s Social Media Marketing Manager, Christine Morrison, in which she describes how the company is extending the fundamentals of word of mouth marketing to social media for customer acquisition and retention. She shares how social media is helping them build a persuasion engine, how they’re making user reviews more relevant, and how they’re using their Twitter presence for customer support.


  • Help customers share the great experiences you create. Customers feel a colossal sense of joy and relief when they finish their taxes. TurboTax helps them share this with a “Publish to Facebook” option after they submit their e-file.
  • Customers trust each other more than your ads. TurboTax is reporting some striking numbers vis a vis the social-media engagement model anecdotes we’ve all heard. On Facebook, for example, they’ve found News Feed publications are four times more engaging than banner ads and have 30% higher conversion rates.
  • Customers love to help each other. Motivated by little more than the satisfaction of sharing their expertise and helping others, TurboTax’s community members are doing amazing things. One retired CPA answered over 50,000 questions last year, and more than 5,000 customers viewed his content.

Watch the  case study presentation and follow along with the slides below:

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Social Media Case Study: Turner Broadcasting System

Here’s a presentation given by Turner Broadcasting System’s Digital Marketing Director, Seth Miller, at BlogWell Atlanta. In “A Thriving Media Company in the Social Media Era”, Miller describes how Turner, a traditional media company for the most part, is leveraging social media channels to engage with their audience. You can watch him as he speaks and follow along with the slides below.

Turner began syndicating “Sex and the City” in 2004 and initiated a rebranding effort in concert with the new programming direction. They became more active in blogging, but but they weren’t listening to their fans. They learned that it’s vital to listen first, and then act socially. The Internet, after all, was built on community.

Miller maintains that it’s not important to be loud, but to be targeted in your approach. The company’s stance is that the killer application for social media is people, and they now fully embrace the social Web. They’ve had great success reaching out to existing communities and using social tools to collaborate with their followers. They also support fans who creatively spin their content via YouTube and other outlets.

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What Top Brands Have Learned From Their Facebook Experience

At over 350 million users and growing, Facebook has clearly morphed from a fad into mature marketing platform. But many CMOs still scratch their heads, trying to research best practices and find case studies about how to successfully leverage Facebook for branding, marketing, customer service, etc.

Here’s a great presentation I found, created by Axon Alex, a digital planner at Tribal DDB. This deck offers a simple, concise look at some of the lessons learned last year by Fortune 500 companies as they reached out to their customers on Facebook.

Here are some of the highlights:

  • #1 More warmth. Less Spam. Users hate their walls being filled up by repeated posts from the page. There’s a clear line between Updates and Spam.
  • #4 Invite them to your world Stream live, post pictures of events and the office, free invites… However you want to do it, invite them to your world with exclusive content. Imagine yourself to be Willy Wonka, and your fans with golden tickets.
  • #10 If they complain, don’t hug them a month later. See that’s just weird. IF they have a gripe, talk to them instantly. You want a fan pissed off for over a week or just a day?
  • #11 Your fans are the best research team you have. They know your brand inside out. At least some of them would, so take their word for it and get it out of them. Build the fan page together, better your products or even discuss your next ad.
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