How to Create a Facebook Experience as a Marketing Strategy
One way to stand out from the masses is to create Facebook experiences — experiences you execute on your Facebook Page that are unique to your brand and of great value to your fans. No matter how big or small, these experiences can be extremely powerful.
The Social Media Examiner Facebook Page, for example, created Expert Fridays. Every other Friday, it features a social media expert who answers fans’ questions, directly on the Timeline, for one full hour. Anyone can post questions, and the expert answers as many of them as he or she can in that one designated hour. These experiences have proved to be a huge hit!
Plan the experience
If you like the concept of an experience and want to create something unique to your brand and your mission, here are four steps to get you started in the right direction:
Decide on the overall vibe you want to create with your experience.
Do you want to add value? Perhaps you’re looking to entertain. Is your desired outcome to educate, create excitement among your fans, or all the above? Determine the kind of experience that will resonate with your fans.
Get clear on what your company does best.
What’s your company known for? What does it do best? What do your clients tell you when they’re singing your praises? Use this insight to fuel your ideas about unique experiences.
When you’re brainstorming, think of experiences you can duplicate (do multiple times). An experience that you can execute consistently is key to building momentum with your Facebook community. After you create your list of ideas, choose the experience that your audience will embrace most fully (and one that your team will enjoy delivering!).
Map out your execution plan.
You want to document the process of your experience. Before Social Media Examiner began Expert Fridays, it followed this step. The team talked about ways to find the ideal experts, the best day to announce the weekly experts, how to post the questions and answers, and all the other specifics involved.
After the team talked all this out, they created a Microsoft Word document that explained the process for doing Expert Fridays sessions. At any time, the team could refer to the document for guidance. If they discovered better ways to deliver the Expert Fridays sessions, they updated the document to reflect the changes. It’s a work in progress.
Commit to your plan.
For some people, this is the toughest step! When you decide on your signature experience, it’s crucial that you deliver. If you say that you intend to do something once a week, do it. If you don’t follow through, you could lose trust with your fans, and that’s something you don’t want to mess with!
Optimize the experience
After you create your experience, begin to think about how you might repurpose the content or information that comes from it. If audio is involved, perhaps you can create a podcast. Or if your experience involves video, think about using that video in an opt-in strategy for anyone who might have missed it that week. This could be a great way to build up your list.
You can also take the content from your experience and post it in new ways weeks later for those who may have missed it. Doing so allows you to continually post great content. Repurposing the content or elements of your experience creates multiple touch points throughout your marketing strategy.
Signature experiences and other out of the box ideas are vital to keeping your Facebook community engaged and enthusiastic about your brand. The key is to find something that you can duplicate and build on over time.