Did you know that there are over 2 million New Zealanders on Facebook?

Facebook landing (or welcome) pages encourage visitors to 'like' your page or take some other action.

We've taken a look at some local examples to get a feel for what is best practise in New Zealand.

Facebook User Statistics

It's no longer something for the younger generation - 37.8% of NZ Facebook users are over 35.

Businesses are starting to embrace the social network 'revolution' (if you could call it that) with Facebook business pages starting to pop up all over the place.

We've only looked at landing pages so you can get some ideas, not wall interactions, photo's or use of other tabs (these might be topics for another post!).

How did we find them?

With only 14% of NZ businesses using social media*, it was quite a hard slog to find examples. You can't just Google (or even Facebook search) for them easily. So it was a pretty random search for brands we knew or fell over in our journey! We've kept it to NZ sites as that's our context.

BurgerFuel

There is no doubt whose page this is with the menu tab looking just like the menu does in-store. Another tab has location information (handy). Neither of these are the default welcome page however, with the link from the website taking you to the Wall.

Curiously, BurgerFuel evidently feel they don't need to grow their Facebook fan base, which may be why they don't have a Welcome page that encourages visitors to Like the page. I would have thought their demographic and the fact that this is a franchise business would have made Facebook the perfect vehicle.

Still, the branding is consistent and fits well within the page constraints (and hey, I like BurgerFuel - yum)

Business.govt.nz

This is the page that supports the NZ government department who's goal it is to provide tools and information for businesses.

The Welcome page is simple, colours are in line with their brand and it has a very clear call to action at the top of the page.

I like the use of photos of real people with their comments, as it humanises the bland and sometimes impersonal face of government.

There are some nice, succinct benefit statements included. Arguably they could have been closer to Like This Page at the top, but overall a good effort.

Similar: NZ Companies Office also clear, to the point with up front benefit statements

Domino's Pizza

A simple graphic that is non the less friendly and appealing. More subtle in the use of the arrow pointing to the like button, it may get missed even though it says 'Like Domino's...' You could interpret that as saying "Just the same as Dominos, it's all good". Perhaps their demographic are a bit more savy!

There are no specific benefit statements to encourage visitors to like, so this would leave it up to their inclination on the day - a sort of "Do it if you want, but no pressure" kind of approach. Like BurgerFuel, perhaps it's not a priority for them.

They also have an eClub tab which has specific call to action to sign up to get good deals. Not as visually appealing but effective all the same.

Lord of the Rings Trilogy

The 'official' page for the trilogy of the much-marketed movie series, there are several campaign specific tabs or pages.

The Elvish Name Translator page is, as you'd expect, full coloured movie poster-esque. The like button image looks a bit odd in the middle of it, but it's surprisingly difficult to resist a simple click to get acces to the name translator. Lower on the page is promotion of the trilogy on blue-ray which dilutes the page a bit in my view. If motivated by the translator, you have to click through more screens than seem necessary - including more promotion for the DVD. This was probably necessary since there's no clear way to get back to the original page itself.

Back on the page, there is a page/tab for standard video-embedded promo for the DVD and insider rewards.

Pretty but a bit convoluted from a user perspective.

Print Monday

A Christchurch based print company, demonstrating a simple but effective Welcome page.

The 'Like' call to action is clear and to the point. Most of the rest of the page is devoted to specific and real benefit statements. If I was going to be picky, I'd say you might need a clearer link between the Like and benefit statements and a better USP, but overall this is nice, clean and effective.

Once you Like the page, however you get a call to register - this one isn't as effective as the previous page, as you don't know what you are registering for - email news? A competition?. If you go to the wall you can find out but remember that status updates are time sensitive and will disappear off your fans own home page quickly.

Huffer

Huffer is one of those brands who are too cool for the likes of me - I don't get the poP it! reference under 'About'.

The Store tab for this business page has no call to action per say, but displays images from the latest collections which link through to the website.

Competent but not particularly compelling example of a page that may or may not encourage an action by their target audience.

They'd probably say "With 23,000 fans - who cares!".

Westpac

I know ASB have their Virtual Banking Branch, but as an example of a simple and effective Welcome page, Westpac is a good example.

Financial institutions are not known for their caring side, so the welcome mat with the "Thanks for stopping by" is a nice way to seem friendlier.

There are simple benefit statements, arrow to the like button (although white on white might not have been the best choice of colour), and links to other social media channels.

Nice.

Kapiti Pak 'n Save

Again, simplicity can be the way to go. Pak n Save's Welcome page could be easily acheived by businesses with small budgets or modest aspirations.

The Pak 'n Save Welcome tab offers an incentive to Like their page that is hard to resist - the chance to win $100 for simply clicking a button.

Once you do there is more encouragement to interact further which is effective in drawing the visitor in further.

While Pak n' Save's target audience will be limited by geography, this is one of the more effective uses of Facebook to engage.

What Can We Learn?

We haven't mentioned ones we've found that are ineffective for some reason, but based on the good, the bad and the down right ugly here's some tips:

• Just do it - you'll be one step ahead of a lot of your competition
• Simple can be very effective
• Create something specific to the environment (ie Facebook), and make best use of the space. No tiny 200 pixel width images (the max width is 520 pixels).
• Focus on a single, clear call to action for each tab/custom page you create - eg "Like our Page". Complicated doesn't mean you are covering all your bases - it can just be confusing.
• If you do have more than one call to action, they should at least be clearly distinguishable from each other
• If you have many campaigns/offerings consider putting them on separate tabs/pages
• State the benefits clearly
• Be careful with video, large images and other functionality - patchy, slow load times are still a reality.

Other Facebook landing pages that are worth checking out

• Freeview NZ
• New World
• Air New Zealand
• Christchurch Top Ten Holiday Park
• Black Cat Cruises
• Paw Justice
• Whittakers Chocolate
• Switchme

But wait, there's more!

SocialMedia Examiner have released a list of 20 finalists in their Top 10 Small Business Facebook Pages 2011 Contest, and here are a selection of them:

• Arizona Pro DJs
• Crafty Mumma's
• Easy Lunch Boxes
• Hired My Way
• How to Market Your Horse Business
• Obeo
• Intrepid Travel
• Snap Retail

And if you want even more examples!

EConsultancy have a list of "25 Brilliant Facebook Pages"

* MYOB business monitor March 2011