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1. Nutella! How a Hazelnut Spread Made
it Big on Facebook

2. Nutella is one of the brands that has
rocketed into the social sphere, with
their clever marketing and outreach
strategies. Clearly a wildly understated
brand, before breaking into the
Facebook scene, Nutella now enjoys a
human fan base of over 11 million
people. How did this delicious
hazelnut spread become a Facebook
sensation? What can you learn from
their rise to fame?

3. The Nutella Story

4. Nutella burst onto the Facebook scene
a few years ago – from a surprising
place. It wasn’t a crack team of Nutella
marketers that launched a great
Facebook page, it was a fan.

5. One single, fan. In fact, word on the
street is that Nutella itself only spent
$300 000 on marketing in 2008,
because the Facebook page was such a
hit. Mashable reported that this was
because Nutella, was ‘just one of those
cult brands people love to talk about.’

6. What Makes Nutella So Appealing?

7. There has been a lot of discussion over
why Nutella made such a big impact
on Facebook. The most common
arguments find that it’s because
they’re European, and have a huge
European and US fan base.

8. Fans from the US love it, because they
are reminded of trips to Europe, and it
has that ingrained ‘cool’ factor. We’re
not so sure. People are overlooking
the fact that it’s spreadable hazelnut
chocolate.

9. If there’s one thing people love its
novelty. Add that to a delicious flavor,
and you’re going for the gold. Nutella
is a household favorite, and their fan
page proves this. If you have a product
that has the novelty of Nutella, and
tastes equally as good, it will also
become a social hero.

10. How Do Nutella Use Their Facebook
Page?

11. Nutella has many of the basics
required to pull off a successful
Facebook page, with none of the
complexity that brands like Coke have
chosen to use. It has a simple welcome
page, leading up to their ‘like’ button.

12. They have an etiquette page, and a
choice of different countries. Other
than that, the site is pretty much
dominated by conversion. At any given
time, as many as 100 000 people are
talking about Nutella on Facebook.

13. That’s why they’ve implemented ways
to spark conversion, and have invested
in image based updates. Nutella posts
images about their product, promoting
different ways to eat the spread. With
these images, they ask questions, or
pose statements to their fans.

14. “Click ‘like’ if you’re eating Nutella
right now,” or “It’s called breakfast
because you have to eat it fast – true
of false.” These conversation starters
form the crux of their page.

15. If you want to be more like Nutella,
focus on the way you engage your fans
on your wall. Use images that spark
conversation, questions and open
ended, or interesting statements. Most
of us will never truly understand how a
hazelnut chocolate spread became
such a top runner on Facebook.
Perhaps they don’t even understand it
themselves. What we do know, is that
they have the right idea.

16. Likability, chocolate and lots of
conversation, always equals more
sales.

17. Social Media Marketing University
(SMMU) is the creation of John Paul
Souza, a serial entrepreneur who's
held senior managerial positions at
Banc America Capital Management
Group and JP Morgan Chase. Serving
marketing professionals,

18. entrepreneurs and corporations,
SMMU differentiates itself by offering
hands-on training from hands-on
experts who are actively applying their
skills on real-world projects.

19. SMMU was recently honored as one of
the top 5 finalists by the leading blog
site, Mashable, as one of the top
provider of social media services for
businesses. The firm has earned the
title of "most trusted social media
firm" with over 900 unsolicited
testimonials.

20. For more information about social
media webinars and social media
online courses, please visit
http://www.socialmediamarketinguniversity.com