Pepper is thinking on a Facebook page for one of our clients. This led me to thinking about local businesses who’ve already established a Facebook presence.
Here’s a non-scientific, inadmissible in court, breakdown of KFC Trinidad & Tobago’s Fan Page versus Mario’s Pizzeria Limited Fan Page. What are the lessons to be learned?
Mario’s Wins
Well, naturally, I don’t have access to juicy analytics like subscriptions, demographics, page views or media consumption, but one thing is clear – Mario’s fans engage with the brand more than KFC fans. They are given more opportunity to do so.
Mario’s posts regular status updates. Mario’s also provides more social objects to respond to (Notes & Links). Every time a fan interacts with the Mario’s brand, the fan’s friends are generally notified. So there’s a little bit of a chain reaction at work, because friends respond to their friends responses when they respond to Mario’s. Got that?
KFC tries to right wrongs
In comparison, I’d say regular KFC consumers are almost fanatically attached to KFC, but, so far, this isn’t translating on Facebook. As it stands, the wall posts lists several complaints about poor customer service and slow delivery.
KFC is attempting to redirect complaints to an email address (A Gmail account – not incredibly professional.) But, this tactic seems lame and patronising. What about mentioning a new initiative which will reward drivers? Or compensate customers? That would resonate with me more.
Weigh in with your thoughts. Maybe Mario’s just deletes the negative comments. That would be kinda cheating…
| Mario’s Pizzeria Limited | KFC Trinidad & Tobago | |
|---|---|---|
| Current Profile Picture |  |
 |
| Current Status | Try a Family lime for Dinner tonight. | – |
| Opening Blurb | You know, there’s nothing Trinis love more than the taste of cheddar cheese on their pizza. In fact 7 out of 10 Trinis like it that way. And guess what? There’s only one place you’ll find it, 100% rennet-free, just the way you like it. Mario’s | KFC’s growth in T&T over the past 35 years has been phenomenal! Today there are 12 regional KFC restaurants and 52 KFC restaurants nationwide. And it’s all thanks to that endearing 35-year relationship between the KFC taste and the T&T pallette… |
| Number of Fans | 25,331 | 22,114 fans |
| Opening Tab | Wall | Wall |
Photos & Videos
| Mario’s Pizzeria Limited | KFC Trinidad & Tobago | |
|---|---|---|
| Photos | 70 | 32 |
| Fan Photos | 6 | 0 |
| Videos | 4 | 1 |
| Fan Videos | 0 | 0 |
| Events | 1 | 0 |
Notes
| Mario’s Pizzeria Limited | KFC Trinidad & Tobago | |
|---|---|---|
| Notes | 1 | 0 |
| Note Responses (Written) | 7 | 0 |
| Note Responses (Likes) | 15 | 0 |
Links
| Mario’s Pizzeria Limited | KFC Trinidad & Tobago | |
|---|---|---|
| Links | 13 | 0 |
| Link Responses (Written) | 66 | 0 |
| Link Responses (Likes) | 201 | 0 |
Discussions
| Mario’s Pizzeria Limited | KFC Trinidad & Tobago | |
|---|---|---|
| Discussion Topics | 5 | 8 |
| Discussion Responses | 31 | 26 |
Wall Posts
| Mario’s Pizzeria Limited | KFC Trinidad & Tobago | |
|---|---|---|
| Fan Wall Posts* | 3 | 22 |
| Fan Written Responses to a Wall Post* | 49 | 6 |
| Big Ups* | 0 | 11 |
| Complaints* | 0 | 6 |
| Likes* | 115 | 4 |
| * Data culled from 29th October 2009 – 4th November 2009 | ||
5 November, 2009, 6:58 am
What an insightful post! Even with basic analytics (plan eyesight?) you identified how KFC is falling short in their social media impact. So many businesses forget that this new model IS about the conversation, upping brand loyalty by pulling in members to what makes them endeared to the brand in the first place.
I hope Mario's aren't deleting their negative comments though, it would definitely skew things. And a 20K + fan base?! wow, that's a Tribe, if I ever saw one. Let's see how they will continue to engage tribe members.
5 November, 2009, 2:58 pm
What an insightful post! Even with basic analytics (plan eyesight?) you identified how KFC is falling short in their social media impact. So many businesses forget that this new model IS about the conversation, upping brand loyalty by pulling in members to what makes them endeared to the brand in the first place.
I hope Mario’s aren’t deleting their negative comments though, it would definitely skew things. And a 20K + fan base?! wow, that’s a Tribe, if I ever saw one. Let’s see how they will continue to engage tribe members.
5 November, 2009, 2:58 pm
What an insightful post! Even with basic analytics (plan eyesight?) you identified how KFC is falling short in their social media impact. So many businesses forget that this new model IS about the conversation, upping brand loyalty by pulling in members to what makes them endeared to the brand in the first place.
I hope Mario's aren't deleting their negative comments though, it would definitely skew things. And a 20K + fan base?! wow, that's a Tribe, if I ever saw one. Let's see how they will continue to engage tribe members.