At the end of July we were telling you about Old Spice body wash campaign. This phenomenal campaign was a real hit in the USA. Its videos, from the first one released in February 2010 to the 186 response-campaign videos, made of Old Spice YouTube channel the most viewed sponsored channel in July 2010 and of all time.

A few days ago, Wieden + Kennedy, the agency who made everything possible, published a video relating the major facts and figures of its campaign, from its rather traditional phase to its social media phase. Figures should however be treated with caution as they come directly from W+k and not from an objective third party. For instance sales figures are from a period which stopped in June 2010, a month before the launch of the response-campaign. To know the impact of the personalized videos on Old Spice’s sales, we’ll have to wait a little more. We’ll share those numbers with you as soon as they’re published.

In the meantime here is the video:

For some unofficial facts and figures, we invite you to consult our previous post, as well as Rob Gonda’s article.

Image © Marcel Green

During the course of a micro-survey for one of our client projects, we, at LABEL, gathered some testimonials about the experience people have of wastes and their treatment. Someone responded that companies are hypocrites when asserting they have an internal recycling policy and that “90% of the time it’s nothing but greening to give themselves a better image but that actions rarely follow!”

This testimonial is a good example of what sometimes crosses people’s minds. “Companies pretend they’re green and say they have a waste management policy. OK, that sounds good…but what do they really do?”

The trend is to the green and people expect of companies that they adopt some responsible behaviour. Pretending to be responsible is unfortunately not enough. One has to really be responsible and prove it through actions. For Paola Norambuena, “How a brand speaks about responsibility, and how it is embedded into its very personality, is more than just a great way to talk about what your brand promises – it elevates responsibility to be an integral part of your brand.”

Examples of companies who do recycle are quite easy to find. But are they companies that go further?

In her article, “Sustainable says, as sustainable does”, Paola Norambuena takes the example of PUMA, the famous sportlifestyle company and of its PUMAVision™.

PUMAVision is the framework for all PUMA “Corporate Social Responsibility” initiatives. It comprehends three main programms: puma.creative – which aims at gathering artistic individuals and organizations and providing them with a creative exchange platform and international exposure, puma.safe – consisting in the initiatives and engagement in environmental protection and improvement of work conditions, and puma.peace – which supports the International Day of Peace and the non profit organization Peace One Day. Paola Norambuena wonders about PUMAVision™’s extremely strong promise, which consists 4 Keys.

Paola Norambuena wonders what happens in reality, if PUMA really can hold on to its promise.

It seems like it can.

In 1999 PUMA adopted an environment policy and committed itself to adopt an ecological behaviour, notably by reducing its carbon emissions, by recycling and reusing available materials, by making a scarce use of water and by reducing paper use. In November 2009 Puma became the first major sportswear company to join the Climate Neutral Network of the United Nations Environment Programme. This organizations gathers countries. regions, cities, companies, individuals, as well as associations or organizations who wants to become “neutral” in regard to their impact on the environment and their carbon emissions. PUMAVision Headquarts in Germany became the first carbon neutral company head office in the sportlifestyle and sporting goods industry.

In April 2010 puma.safe, the environmental initiative of the feline brand announced the launched in the second half of 2011 of a revolutionary product: the Clever Little Bag.

This biodegradable and reusable clever little bag will replace traditional shoe-boxes. Its production will reduce cardboard use by 65%, carbon dioxide by 10,000 tons, car, reduce material and shipping cost, save 8,500 tons of paper, 20 million megajoules of electricity and 1 million liters of water. Those figures are impressive and, if PUMA holds on to them et if other companies give suite – as PUMA hopes -, the ecological impact on our planet could strongly diminish.

Besides, if indeed PUMA’s initiative succeeds, lasts and is adopted by other companies, we would see not only the birth and blooming of an innovative product and a huge change in the industry but, above all, we would see the execution of an ecological initiative coming from a brand and not from a furnisher. Here the bramd the first user of the cardboard boxes, saught an alternative by itself to its current use of cardboard and energy. The brand tool the lead on potential box furnishers to create itself a product that suit it.

To get back to its promise “Fair, Honest, Positive, Creative”:

- Fair: PUMA aims at giving back to the planet what it took from it for a better use of resources

- Honest: PUMA holds on to its promise of being a responsible actor of sustainable development by taking concrete measures

- Positive: PUMA works for solutions

- Creative: PUMA takes initiatives, invents, creates and finds innovative solutions thinking out of the box. With the Clever Little Bag, PUMA turns shoe storage upside down by suppressing the shoe-box institution.

With the Clever Little Bag, PUMA honors the 4Keys of its promise, invents and launches a new product from which consumes will benefit directly and, at the same time, accomplishes a nice marketing operation.

Are there any other brand-initiated innovative and revolutionary products which consumers experience or will experience on a daily basis that you would like to share with us?

Old Spice – the archetype of THE integrated marketing campaign?

July 2010 in the US was marked by the Old Spice wave. This 72 year-old P&G brand comprehends a large product range, from (grandpa’s, as it is widely perceived) Cologne to deodorants, through body wash products.

The launch

To rebuild a brand awareness and consciousness, Old Spice contracted the agency Wieden + Kennedy to create a new media campaign. A poster campaign was launched and Old Spice first commercial was broadcasted in February 2010 on the main US TV channels during the Super Bowl, THE sports event of the year in the US. Full of humour and charm, this first video won the Grand Prix at the Cannes Lions International Advertising Festival in June 2010.

This first stage in this campaign, wisely orchestrated by Wieden + Kennedy, demonstrated great intelligence.

-       Launching a novelty during the TV broadcast with the largest audience in the country.

-       Not saying the product smells goof but taking it for a fact and going straight to the underlying conclusion “This product smells good, I wear this fragrance; you find me attractive, you wish your man could look like me; since he cannot look like me, you want him to smell like me”. Old Spice man (played by retired football player Isaiah Mustapha) engages with the female audience et asserts that their man, while not being him, can smell like him.

-       Engage in a dialogue. Speaking directly to the audience, Old Spice man is engaging and pleasant. People want to look at him straight in the eyes (well, ladies might have their eyes wandering down but it’s only fair after Wonderbra’s “Look me in the eyes / Hello boys!” that fascinated men so much a few years back).

-       Charm and humour. Inviting women to look at their men and back to him, Old Spice man uses his charm and makes ladies laugh. Always a good point. At the same time, with still a nice tone, he teases men and titillate their touchiness to invite them to look like him.

The online campaign

Between February and July nothing. Then, suddenly, on July 7 a new commercial appears on national TV.

On July 11, messages with a link to the above video make their appearance on various social media platforms inviting people to send their questions to the Old Spice man.

On July 13, day of the video responses launch, a peculiar message appears online.

Using a now through TV and posters familiar character Wieden + Kennedy had fun developing its personality (his name is unknown – Old Spice man is just a nickname) on social media, thus showing that these are here to complement traditional marketing channels and not to replace them. We here deal with a true integrated marketing campaign, mixing traditional media with new media.

And then the buzz went off. People started sending questions to Old Spice man via twitter, YouTube and Facebook.

Where the buzz became phenomenally huge is because Old Spice man responded:

1. to almost every message
2. no matter who sent them (average Joe/celebrity/fan/detractor)
3. in a personalized and elaborated fashion ( more than merely “Thanks”)
4. practically in real time
5. and in video!

These reaction and personalization motivated people in trying their luck to get their own response from Old Spice man. Yet there was nothing, no discount, no samples, no prizes of whatever sort to win. For the mere pleasure of getting a personal response, for the mere pleasure of having the commercial hero talking to them, people sent him a huge quantity of messages. This experience, people shared it with their network, thus increasing by word of mouth the Old Spice man audience already garnered. On his blog justbrand.me, Rick Bakas, summarizes it so: “The personal interaction in turn creates a stronger association with the brand, and in the case of people who received a personal video, they’re more likely to be a brand ambassador.  They begin the coveted peer to peer recommendation engine. »

One of the Q&A campaign’s strengths was in the selection of the messages and incidently of the people to which give an answer. With Wieden + Kennedy in constant backup for writing humorous and personalized responses, Old Spice man answered both to the average Joe as well as to celebrities, thus ensuring a relay of his message with these stars’ audience. The selection of the messages to which give a response was based on these to criteria:

-       the messages offered a creative opportunity to produce amazing content
-       the messages offered the opportunity to be embedded in interesting or virally-relevant community

Which then enable to answer to:

-       ordinary people sending interesting questions
-       well-known social media personalities, recognized as influencers able to amplify rapidly the message and facilitate peer to peer recommandations

A few examples:

Response to George Stephanopoulos for “Good Morning America”, asking how the White House could win women voters back.

Response to Alyssa Milano from TV series Charmed and Who’s the boss

Response to JSBeals who asked Old Spice man to ask his girlfriend (JSBeals’) in marriage for him (she said yes)

How it worked
Video shoot occurred in a studio with a team directly implying in the creative process the social mediy people (the Old Spice community manager, a social media strategist), technical people and the creative team with its producer. Notably missing on the shooting scene is the customer, P&G, proof of a strong trust-based relationship with the agency. Wieden + Kennedy had received some strict guidelines which they respected. In doubt they immediately contacted P&G for consent.

Figures in terms of audience
The campaign’s figures in terms of audience are eloquent:

(Source: Ryan on Doodle The digital operative blog)

- 3 days of campaign (including 2 of answers to the audience) from July 12 to 14 2010
- >180 videos
- >59′052 600 views in July 2010 – making it the N°1 most viewed sponsored channel worldwide
- >149240 suscribers on YouTube
-2 700% : the increase of followers on twitter
- >83′000 fans on twitter
- >734400 fans on Facebook

More responses in 24h that Barack Obama’s victory speech or Susan Boyle’s video according to Mashable.

Figures in terms of sales
If figures in terms of audience are impressive, one still wonders if the campaign, which started in February with the first TV commercial, had a real impact on sales of Old Spice products. Was there a ROI?

Well, YES!

In spite of reports stating that Old Spice sales had fallen 7% (the information is correct but concerns only one product of the brand, Red Zone, and for a 52-week period ending June 13, a month before the launch of the social media campaign), sales of the body wash range have increased …106% in June, and 55% in the last three months!!! Figures, published in Brandweek, come from Nielsen, the reknown agency specialized in market trends and customer understanding whose seriousness is well established. Let’s now wait for the July figures to see the impact of the sole Q&A campaign.

The ultimate recognition by fans and other companies
Isn’t it that only the best gets emulated?

Winner of the Grand Prix at the Cannes Lions International Advertising Festival, the Old Spice campaign sees its brilliance, and ingenuous conception recognized in an other way: through imitation and apparition of fan-made, and even other company-made, content.

Cisco, US electronic and network and communications technology giant, launched its own video campaign with “Ted From Accounting”. Unfortunately for them, the campaign has at the moment I’m writing much less success than Old Spice with just over 4’980 views on YouTube.

The Harold B. Lee Library proves more successful (>1,787,000 views with its New Spice campaign designed to encourage students to visit the library more often). Its success, in comparison to Cisco’s campaign, can maybe be explained by a greater closeness to the elements that have made Old Spice’s campaign successful, among which some typical expressions (I’m on a horse/cart, Look at… Back to me), etc.

Finally for fans of Old Spice man’s expressions or voice, a group of fan has developed of voice mail generator. After entering your phone number and selecting your favorite expressions, you get an audio file with your personal message. Then you can simply upload it on your phone! The voicemail messages were recorded by Old Spice man himself in response to messages on Reddit and Twitter from  @pandarr and @knitmeapony. If that’s not interaction!

For the interview of Ian Tait, the creative director of the campaign, read Mark Borden’s article on fast company.

The link between social media, crowdsourcing, creating targeted audiences, generating buzz, and greater online distribution of media assets is beginning to transform the PR and Media Relations industry. While this has been in a growth mode in the US, its rare to see it being acted upon in Europe.

Yesterday, Usain Bolt the fastest man in the world, took part in a charity event on the organised by watchmaking brand Hublot, for whom he is an ambassador. He was on the starting line in front of the Hublot’s Headquarters in Nyon, Switzerland pitting himself against 10 child athletes. Hublot had agreed to donate 10,000 US dollars for each child who reached the finish line before “Lightning Bolt”, and ended up paying $100,000 USD to the Usain Bolt Foundation. LABEL vigorously supported the event in creating new channels and online communications through social media channels, assisting the WorldTelevision ENG, video streaming and media relations team to further the reach and awareness event.

LABEL spent time ahead of the event researching and connecting with influencers, Usain Bolt fans, track and field bloggers , watch bloggers and developing the links to existing fan groups on Facebook for track and field , Usain Bolt and Hublot.

In support of the live event a rigourous set of twitter streams were targeted at influencers and media so they were aware of the event on a day when three seperate news items involving Usain Bolt were reported in the world’s media. One of the basic stratgeies employed is that of frequency and consistency of messaging in both buildup, during and post period of an event. This prolongs the news and captures a long tail audience who is both interested in Usain Bolt and Hublot, while delivering and distributing a set of compelling media assets. While everybody may not see it on the day or tune into a live event, the residual effects of well executed tagging and referencing  will ensure that search results will give it greater audience overtime.

Check out some of the videos from Usain Bolt’s charity race against 10 children at Hublot’s HQ in Nyon, Switzerland.
The Race - http://ow.ly/27xrY
Event Highlights with Hublot’s Ambassador Usain Bolt  http://ow.ly/27xt6
General views from Usain Bolt’s charity race at Hublot  http://ow.ly/27xub
Usain Bolt interview http://ow.ly/27xvH
Interview with Hublot CEO, Jean-Claude Biver http://ow.ly/27xxh

cominmag - Rubrique web 2.0 – Arnaud Grobet

In his latest book “Engage”, Brian Solis, one of the leading Social Media authors, introduces the concept of SRM (Social Relationship Management. The following article takes a great inspiration from a post recently read on his blog – www.briansolis.com – which I highly recommend.

SRM is not yet another acronym; it reveals a real concept which goes beyond sCRM (understand here Social CRM). Indeed SRM doesn’t focus only on the customer but applies to the whole organization.

Why such an evolution?

The characteristic specific to social media represent a deep mutation in the relationship management concept, ranging from the possibility of identifying relevant active communities to tracking discussion channels and “influencers”, through the identification of the precise moment of purchase decision, all of those in real time.

On top of this comes the trivialization with which conversations, feelings, requests circulate on the web with the paradigm “ interchange to learn better”. This is how we suddenly find ourselves in a world where the capacity to adapt oneself and relevancy convert into keys to win new markets.

Easier written than done in a society in which for decades decisions and communications are more “top-down” than “bottom-up”, contrary to what happens today in social media culture. It is actually interesting to note that the latter approach is however the one that really comes from the customer and his or her desires.

To make this situation evolve, brands will need more than enthusiasm, because, before being “really” able to collaborate with their customers, they will need to learn to reinforce collaboration inside their own organization first. But, to achieve this, management will need some persuasion. The only way to convince them will be by giving them tangible elements, such as information making it possible to get a view of the impacts, influences, feelings and opportunities for the company. That’s where the big gap resides: how to make such diverging tendencies meet?

That’s where SRM intervenes. SRM asserts that, if someone’s recommended, bought or simply publicly acknowledged a product or service, it will have an impact on consumer behavior at various levels. Influence doesn’t belong to brands only anymore, it is now shared among all actors. In that case, if “influence” means “capacity to inspire action and measure belonging activity”, the field of influence will now spread beyond the strategies and softwares organizing and optimizing customer relations and management processes. The whole organization needs to socialize and optimize in order to influence decisions and gain in relevance.

A customer service, combined with the participation and engagement of all actors, establishes the foundations of a sold and efficient marketing, while remaining discreet. When this happens and socialization of activities is introduced by an open leadership, the fifth “P” of marketing mix – People- suddenly comes into light.

Actually, all this regards people and their influence capacity, whatever shape or channel it takes.

This is only a start, SRM’s path being insightful and affecting the entire organization as well as its capacity to influence its customers.

Nestlé launched the Creating Shared Value concept at the United Nations in New York in 2009, and on Thursday 27 May 2010 Nestlé is co hosting the second Creating Shared Value Forum with the International Business Leaders’ Forum in participation with the UN Office for Partnerships. The Forum gathers world’s leading experts in the areas of nutrition, water and rural development to discuss the serious global challenges facing all of us in these three areas, and the role of business in solving them.

While the Forum is being webcast live on www.nestle.com ( from 09:45 to 18:00 CET ) the live audience has the opportunity to ask questions to the panelists or participate in parallel debate online. LABEL is assisting the Nestlé Creating Shared Value Forum and its team in hosting the debate on www.creatingsharedvalue.org

Important links
Creating Shared Value
Creating Shared Value Forum live webcast
Online Debate on Creating Shared Value Forum

Companies and brands have been quick to adapt to social marketing principals and delve beyond the banner advertisement. Online communities present a significant opportunity to engage people around a topic they care about. Whilst many brands are building their own communities online such as Nike+, BeingGirl and Lego, human beings will spend their time and attention across multiple communities. So how does a brand capitalize on their own community and participate in other like minded communities?

LIFT10 – Brands and Online Communities from netinfluenceChannel on Vimeo.

The video was made by netinfluence at Lift 10 where Maria was giving a workshop about the challenges brands face to edge their way into the sacred space of conversation. Download her presentation on Slideshare and retrieve the pictures of her workshop on our Facebook.

The Swiss commerce and economics magazine Bilan named LABEL as one of the 50 Success stories for Swiss companies characterised by their spirit of innovation and their original approaches to the challenges they take on. Being the recipient of this honour, we at LABEL, couldn’t agree more. The shift in consumer media consumption patterns due to digital convergence is having profound changes on all publishers of media from music, print, TV and advertisers and it requires an innovative approach. The importance and growth of digital media through the internet, mobile, gaming networks, digital display advertising, kiosks, and other devices is undisputed. Digital media surrounds us everywhere.

” I was persuaded that it was necessary to associate marketing and new technologies back in the 1990’s . Today, the rise of the digital and social media marketing and the importance of social networks in advertising and communications confirms this.” Arnaud Grobet (41 years) founded LABEL in 2000. Since then, the LABEL group has been a leader and has been at the forefront of this change. In 2008, the company acquired MARVEL Communications, which added its experience as a leader in the multimedia and internet communications to the LABEL group.

The Secret of its success: ” During ten years people used to looked at me as though I was crazy. Today we are ahead of our competitors.”

The 2010 edition of the Lift conference took place from Wednesday, May 5^th to Friday, May 7^th in Geneva. During three days, speakers and participants from all over the world gathered in Geneva to discuss and debate during presentations and workshops over the latest trends in technology and their impact on our society.

On the eve of the opening of Lift 10, LABEL, as a partner and sponsor of the event, organized in its premises an apero, during which Etienne Mineur, designer at Editions Volumiques, and Hubert Guillaud, journalist at InternetActu.net and blogger on La feuille, with Arnaud Grobet from LABEL, animated an open talk with the participants on the subject: “From Newton to iPad: how will we interact with information?”.

Mixing French and English, the talk encountered a great interest among the fiftyish participants at this opening even to Lift 10. Between the speakers’ arguments, supported by videos about new and incredible ongoing projects, as well as demonstrations on Microsoft Surface, iPad and Newton, LABEL’s guests had a taste of what’s expecting them in their relationship with information tomorrow.

Among the videos shown, we’d like to draw to your attention on Mag +, an digital magazine project developed by Bonnier and Björn Jeffery, before the iPad was even launched.

Mag+ from Bonnier on Vimeo.

Since this first video, Bonnier, in partnership with the London-based design studio BERG, has launched Popular Science +, the iPad app of the Popular Science review, Mag + project’s first application.

Mag+ live with Popular Science+ from Bonnier on Vimeo.

In attendance at Lift 10, Björn Jeffery introduced four of the ten design principles behind Mag+.

An other fascinating project, which Hubert Guillaud introduced to the guests at LABEL’s apero, was Text 2.0, a projet led by a team of German scientists. Based on oculometry, the measure of eye movements and using an eye tracker, Text 2.0 allows for the just in time presentation of desired effects, such as image display. It also enables readers to retrieve the last word they were reading, to get a definition of words they don’t understand. They can also speak to their compted and ask it for help regarding pronunciation! Text 2.0 also recognizes when readers are skimming through a text and fades ou irrelevant information to enhance key words. Pretty amazing, isn’t it?

However admiring are those technologies, some questions remain. Between the digital technology with which people can interact and the intelligent eye technology anticipating our requests, will one take over the other or will they find a compatibility level? Will the sharing and multi-users interaction allowed by the digital technology (like with Microsoft Surface for instance) be possible with the eye technology? Or will the latter remain reserved for individual use?

In the past year Facebook saw an unprecedented growth worldwide and there is no current indication that this growth will stop in 2010 or beyond. (New estimates show it is fast approaching 500 million users.) Brands, companies and organisations cannot ignore the network effect driving Facebook’s and other social networks adoption across the world. Its no longer a matter of asking whether they should be involved in this media it’s a matter of when and how they can becoe involved. LABEL recommends that elements of social media marketing and communications should be included as digital touchpoints that support traditional communications channels for any brand, company or organization today.

LABEL has put together a list the top brand and company pages of today, drawn upon a number of research sources to identify the trends and tactics that are driving successful consumer engagement in Facebook. Knowing what works and how to behave in this environment is very important so we present the what and how of managing successful fan, consumer engagement and dialogue that also can be applied across other social media as well.

1. It has a goal – and it accomplishes it.
“Presence” is not just about having a Facebook ( fan )page
# What is the goal of your page? Do you want to bring in more foot traffic to your store front? Do you want more visitors to your website? Do you want to simply get more people to know that you exist? Your goal will determine how you use your fan page. If you’re trying to increase brand awareness, you need a lot of fans and a lot of content. If you’re trying to bring in more foot traffic to a physical location, you need to show lots of pictures of your products and push out information about specials and sales. If you want more website traffic, you need to include links to your site and entice people to click. If its a product or brand promotion page you need to introduce compelling and relevant content about the brand – pictures , videos, experiential or special interest information.

2. Its management combines automation and interaction.
There are lots of great applications that will let you post to your fan page automatically, without ever stepping a digital foot onto Facebook. This allows for content distribution. Administrators don’t want to post a blog, then go to Facebook and post it there, then go to Twitter and post it there, then Youtube etc.

3.Networking with other platforms
As published by Mashable
Building a large following requires a network of other platforms, ( content distributors) working in conjunction to drive visitors to your fan page.

Victoria’s Secrets PINK landing page has a link to their Facebook fan page, MySpace (MySpace) profile. They leverage the traffic on their website and pushes them to their Facebook fan page.

# Never expect your consumers on Facebook to find you automatically. More often than not, a consumer will stumble upon the page, either through a friend or from a hub. Connecting multiple social platforms and a hub from the brand website, can help funnel consumers throughout the network.

4. Creating a unique resource
Adapted from Mashable
Some pages are used as connection hubs, but others offer information pertinent to their consumers. They use the information as added value or can’t be found elsewhere to have consumers create a connection with the brand.
# Offering a resource page often allows a brand to target a new demographic, outside of those that already know and love the brand or company.

5. Engage consumers into activities that include participation
# For brands that want fan pages to have added value (a reason for users to join the page, aside from brand loyalty), but don’t want to become a resource portal; offering polls, promotional contests or even coupons specifically to Facebook users will entice consumers to join.
Offering something to consumers to join can help build a large community. Some examples of things to offer: Polls, Competitions, Coupons, Engaging apps, Shareable content etc.

6. Respond to consumers enquiries by providing a consumer services or social response
# For brands that want fan pages to have added value (a reason for users to join the page, aside from brand loyalty), but don’t want to become a resource portal; offering polls, promotional contests or even coupons specifically to Facebook users will entice consumers to join.

Brand or company responsiveness should be underpinned by services that provides a needs and relationship based response. Facebook, Twitter, social media efforts are defined to the end user as a social place – a place where they expect (and demand) interaction from the business, organisations or brands. That’s why they are on your fan page in the first place.

7. It’s not a dead end. Engage them to do something.
Major brands are beginning to go out on a limb and make social sites their corporate websites # Skittles. Provide a follow through action for the fan (i.e., potential or existing customer) to do something, move onto somewhere, to your store front or your website, traditionally known as a call to action.

Based on your goal in having the fan page, what is the next step you want the fan to take? Be sure to provide the information for taking that step prominently.
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8. It has personality.
The fun of social media is getting to show that your organisation, business, or brand has a human side.
Do not write ad copy. No one wants to read lifeless, monotone sentences.
Think about where you are: Fan page updates are smack in the middle of someone’s news feed. You’re sandwiched between the photos of someone’s family or friends photos and an event invitation to a dinner party.

9. It’s consistent. Content and Consistency
“content is king” and “consistency is king”
In traditional advertising, it’s called frequency.
In branding, it’s called top of mind awareness.
In social media and relationship marketing it’s consistency.
Based on the frequency of communications and compelling content.
# And it is so critical to social media success “ Consistency breeds loyalty, and loyalty breeds true fans.
LABEL recommends a frequency of an update approx * 15 days. (Based on a frequency of update of Facebook’s top performing brand or product pages)

10. It embraces its fans ( those who “Like” it )