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Heinz: How Facebook generates sales and fans

heinz balsamicHeinz launched a new fancy ketchup — exclusively to their Facebook fans. (More from the NY Times.)

And they have 850,000 Facebook fans.

So many companies still don’t seem to get the benefit of social media fan base, but…

There’s no other way you could get:

  • 850,000 focus group participants
  • 850,000 influencers who will talk about your product
  • 850,000 participants in a free sample program
  • 850,000 fans who will share your ads with their friends

Here’s the amazing math: If 10% of Heinz’s fans share the new product with their Facebook friends, who have an average of 125 friends each — Heinz reaches 10.7 million people. For free.

And those 10.7 million impressions are infinitely more valuable than a TV impression, because every one comes with the personal recommendation of a friend.

If it works for ketchup, it will work for you.

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Comments

  1. Paul Armstrong November 8, 2011 at 2:11 pm #

    Love this blog Andy but your math is causing me heart palpitations!

    “Here’s the amazing math: If 10% of Heinz’s fans share the new product with their Facebook friends, who have an average of 125 friends each — Heinz reaches 10.7 million people. For free.”

    The system just doesn’t work like that. Unless Heinz pays to amplify the message (Sponsored Stories etc) only a fraction of the number you quote will ever be shown the message in their newsfeed. In essence : Facebook posts go out to about 3-9% of the initial base who then need to share it (and then use ads to amplify it!) in order for what you say to be true. It’s potential reach vs actual reach.

    http://pagelever.com/fan-pages-impressions-pageviews-benchmark-methodology/

    All this said – yay Ketchup!!! I love what they’re doing but the fact is Facebook posts do not go out to your entire following… ever.

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