What do you do that garners the most “likes” on Facebook?

Review the attached case study, check out their website and
apply the principles from the business and organizational behavior
in your post, trust me they use a lot of them to sell their
interesting approach to candles.
E-commerce on Facebook: What Works for Diamond Candles?
February 28, 2013 •By Josh Beaty
•In Social Media
Diamond Candles is an e-commerce company located in Durham,
North Carolina. The company makes 100% all-natural soy candles with
a surprise ring hidden within every candle. Diamond Candles
features a vibrant online community on its Facebook page of
236,000+ fans and is growing rapidly. This is an interview with
Josh Beaty, Director of Social Marketing & Community, about
using Facebook for “social selling.”
What do you do that garners the most “likes” on Facebook?
One of the major contributors is customer posts of their ring
“reveals” (footage of the rings that customers find inside their
Diamond Candles). I often suggest calls to action such as: “Give a
big thumbs up” (which is essentially a “like”); or, “If you’d LOVE
to have a candle and ring like this, tap ‘share’ to let your
friends and family know!” The community has become accustomed to
“liking” and “sharing” our content when they love it. As a result,
it drives traffic to our Facebook page.
Because of the viral nature of Facebook, each time a customer
comments on a photo from our business page, that comment and the
photo show up in the customer’s news feed so everyone they know
sees what the comments. Then we get countless messages from people
who are new to the page wanting to know more and how to get
We also bring in a lot of “likes” due to the Wishpond contest
app we use. Wishpond makes it pretty easy to run a contest on any
channel. It’s user friendly, mobile-compatible, and it contains a
viral effect that sends out an auto-post to each user’s news feed
so that friends and family can see they entered and get in on the
How do customers feel about the contests?
Our customers LOVE contests and giveaways. They enjoy the thrill
of having a chance at winning a great product. Thousands of people
enter our contests and giveaways every time we hold one. I launch
them on a weekly basis — sometimes twice a week.
Do you have holiday sales on Facebook?
We use holidays as a time to engage with the community, not so
much for marketing near holidays. Customers already want to order
candles for gifts, so unless we have a new product to feature, I
tend to stay away from hard sells.
I do find holidays are a great time to gain more insights about
our customers. We want to know what drives them to us, and we learn
about what the time of year means to them, and how our product fits
into the mix. This is good intelligence we learn from year to year.
Sometimes I incorporate contests and giveaways to encourage
customers to share insights into what brings them to us time and
time again on Facebook.
How about the rest of the year — do you conduct
Our customers love a sale. We run them rarely, so when it
happens, our customers are thrilled to take advantage of the
opportunity. We promote them on all our social media accounts and
get a great response.
Do you share company news or awards on Facebook?
We don’t really “toot our horn” all that much because we want
our Facebook page to be about the customer. Occasionally we may
share a fun bit of information.
For instance, at the end of November, I was in contact with a
representative from the NBC Today Show who was interested in
featuring our candles. We worked out the details of when the show
would air. The night before the show aired our feature, I shared
that information with our community so that they could tune in. The
feedback we received from our customers was excellent; they were
thrilled that we made it onto such a big-time
morning show and they congratulated us by the hundreds right on
our Facebook page. It was amazing feedback!
What visuals work best?
Without a doubt the most popular images are the photos of our
candles paired with a closeup of a ring reveal. Adding a call to
action will usually increase the “likes” by 65% over posts with no
call to action. For variety, I don’t always add a request to “like”
us — I save 789these requests for the very special posts that I
know will get the best feedback.
What do you do to be human, not “corporate”?
We rarely use any type of corporate jargon like “We at Diamond
Candles” or refer to ourselves as “The Diamond Candles Company”.
The interaction on Facebook revolves around a fun and friendly
brand identity. In fact, customers call us “DC” for short. We want
customers to know that our community is full of fun and open for
interaction. We’re completely approachable for conversation and
questions. In fact, I often find that our customers tag us in
photos of screenshots when we reply to them. I think this approach
makes it clear how important they are to our success.
How do you navigate the fine line between having products for
sale without pushing or hard selling?
Since most of our customer are women aged 18 to 36, candles and
rings are two items that a significant majority of them use and
wear regularly. Combine two very popular everyday items and add the
thrill of excitement to candle burning and treasure hunting — that
equals pure fun and happy customers.
There’s a lot of excitement in our community when a new scent
launches. A new scent is almost as much of a thrill as a giveaway.
Once we announce a new candle on Facebook, there’s a big rush to
purchase it. The data from the back end and community feedback
confirm that just announcing a new candle leads to lots of
Let’s end with summing up how you feel about Facebook for
For small e-commerce businesses, Facebook can be a power tool to
leverage the landscape of the Internet.

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