Verde’s Facebook Strategy Development Process

Posted by Mike Geraci on June 2, 2010

As Facebook continues to gobble up the internet, more/every business is trying to figure out how to implement a strategy that is relevant, valuable and measurable. Thought it be useful to give a little insight into our approach.

First, goals…Verde strategies are designed to:

• Increase  number of Facebook fans
• Improve alignment with target Facebook communities and fan pages
• Increase number of weekly fan interactions
• Increase post quality
• Increase traffic from Facebook to blogs, or other strategic part of the sales funnel.

Tactics:

Verde’s Tactics to achieve these goals have five phases:

1. Gather
2. Engage
3. Point
4. Leverage
5. Monitor

Gather
Before you engage your fans, you have to gather them. To gather, we  reach out to other relevant groups, fan pages and communities and give people a reason for becoming a fan.  There are a couple of approaches to achieve success in this phase: contests, incentives, good content…

Engage
We leverage existing marketing properties for Facebook fan page content and posts to give people an opportunity to communicate about the business:

• Advertisements posted as Pictures
• Clinics and competitions listed as Events
• Tips of The Week that encourages the community to provide an answer, as well.
• Notice of dealer sales and clinics also posted as Events
• Media product reviews as Pictures
• Press Releases as Notes

Point
All Engagement contests and content are linked to the appropriate brand blog, with a direct hyperlink from the FB fan page, thereby getting people  involved on a deeper level and further down the sales/marketing funnel.

Leverage
Opportunities exists to use Facebook fan pages to promote. among other events:

• Dealer sales, clinics and events
• Direct sales
• Attendance at sponsored events

Monitor
Verde monitors Facebook insight data and prepare monthly reports pegged to agreed upon campaign goals. These results are  used to modify campaign activities by identifying what worked, what didn’t and what has potential. Further community interaction are driven and tweaked by these information.

That’s the framework, in a nutshell. The heavy lifting comes in creative concept development and the actual TLC that goes into all of the communications to ensure we are direct, honest, and on point for the brand.

What approach do you use?

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