Instead of simply sending a visitor to the homepage of their site from a social site, a great idea is to tailor a landing page that speaks directly to the user of that social site. This is a great way to reinforce the relationship and further promote the brand and the various ways to continue to follow them. Let’s check out some great examples of landing pages that companies are creating to receive some of their social media site traffic.
Whole Foods
Whole Foods has a great approach to the landing page they designed to receive the traffic from their Twitter profile page. Instead of the link being right to Whole Foods homepage, they send you to http wholefoodsmarket.com/twitter/.
If you click on their profile URL in Twitter, you are taken to a page that is designed with the Twitter fan in mind, along with specific actions that can be taken.
With this page they accomplish the following:
- They’re encouraging the conversation. “Hey, we know you may be following us on Twitter and we would like to hear from you!”
- They list topical tweets and all of their regional stores that you may be closer to and want to follow on Twitter.
On the Facebook fan page for Whole Foods they have a different approach to giving out information to fans.
Here they list the obvious URL’s like the homepage and blog, but they also link to the Twitter landing page example above and a Flickr page that would take you to some of their photos. With Facebook the information and links can be more inclusive and broad.
Jet Blue
Jet Blue also has a landing page tailored specifically for Twitter traffic.
- They’re letting their Twitter followers know that they get special deals and great fares if they follow them. By using the Twitter logo and style, they are making the Twitter connection that much easier for visitors landing on the page.
- As a bonus to following them, they also give out ‘Cheep deals’ on this page and also ‘random-day-of-week Cheeps’, as well as all the other great things they offer.
- “Hey, why not book a flight while you’re here” — great way to convert visitors coming in.
As these two examples demonstrate, having a tailored landing page for your company’s social media traffic is a great strategy. A page that reinforces or encourages the conversation can be very helpful to the brand.
I like the Whole Foods example best, can't believe I had not checked that out. Your post timing was perfect since I was just thinking about a localized profile that could use some landing page branding. Thanks Patrick, great stuff!
Very useful reading. Thanks
This is most definitely an emerging "best practice" and I predict that social landing pages will explode in popularity as we become more micro-focused in serving fans, members, and customers…increasingly around hyperlocal business. We are advocating this practice actively in Soho, New York, where we are consulting store based retailers, and professional service companies on the application of social networks.
I can tell you its working.
That rocks Chiropractic! Glad the info was helpful and timely
Thanks for writing Lousagar! I am not surprised that it is working
Perfect! I'm putting a few slides together about using Twitter and Facebook effectively. Excellent examples! Thanks Patrick!
Helpful info. This is thinking outside of the box.
What are the metrics for success for these best practices? Did these landing pages reduce bounce rate for Whole Foods or increase conversions for Jet Blue?
anyone not allowing the cats to do a little social wandering isn't watching the users' desire paths – these are great examples of bleeding-edge social-conversion – For me these examples are powerful because they show how easy it is to give the user the channel they need/want.
Testing with and without is the only way to draw conclusions as every group is going to be different, every version, a different profile.
I think a social landing page could be beneficial for any corporation. Not only do I like the idea of having one place on the corporate site to list all of the brands social activity, but it would be interesting to see an actual stream of all the conversations around their brand.
Thanks for the examples!!
Great examples. I think I'll try it out. I'm developing my first landing page so looking for lots of great ideas.
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