Good Games Facebook

Brief.

Facebook is a fast-moving environment where brand pages fight for attention with the victors rising to the top and building strong customer connections and the losers sinking unnoticed to the bottom of the timeline, or worse, unfollowed.

In my time with this company, I have run two store pages for them and they have both had very similar needs; they had to punch through the noise of the Facebook timeline and generate a real connection with their communities.

Despite being a retail channel often advertising products, ticketed events, and pre-orders for upcoming products the store community are very sensitive to tone and will not engage in any post they feel too corporate. Simultaneous to this it was integral for the physical store’s health that customers were receiving news about the latest products and events or else pre-orders and event attendance would both significantly drop.

These pages were also a delicate balancing act of posting. While often posts were required to be shared from our company-wide campaigns, often last-minute, too many posts would cause potential customers to unfollow the page.

Theory.

Employing what I had learnt from both my social media scheduling at PAM Wayfinding and what experience I had with eDM marketing I went about applying my knowledge.

First was a post-limit. Most days schedule had 2 posts a day with a maximum of 3 in a day if we had 2 mandatory posts from company-wide campaigns or other special circumstances. This was to limit the amount of posting happening in a day and also to give structure around when we were posting.

We ended up with a usual schedule of a morning post around 9am-10am to catch customers on their morning scroll settling into work, this post would highlight any events of the day and what time they were starting. The thought behind this was it would give customers time to plan their afternoons and evenings to include attending our events. At around 12pm-1pm was time for our second post, targeted around the average person’s lunch break, this would feature product, pre-orders, or other items of note. This was just a nice slot to highlight any particularly sought after items and encouraged anybody nearby on their lunch break to swing by store to pick up product. This also limited customer irritation with notifications as they would be pinged less during the times
they were likely to want to be focusing on work rather than our quality gaming products or events.

To approach this brief I changed the language around how we post. When I first came in copy on our posts was usually very flat and factual often just stating the bare minimum about a product or event. Since then we’ve adopted a far more friendly and jovial voice in our copy. Often including wordplay, overblown language and emojis to increase customer engagement with our posts and build a sense of community on the page rather than just cold sales.

Most recently we’ve adopted using bold and italics in our posts to both visually vary our text and also to highlight important details at a glance for those who might skim-read our posts.

For these store page’s I also created a number of graphics for Facebook posts and banners for our events page that you can check out on the Photoshop Page