Forest of Avon
Viper Case Study
The Brief
The Forest of Avon team wanted to explore the possibilities of Facebook. They wanted to understand how it could help their strategic goals and how to use it so they get the most from it without wasting their time.
The Forest of Avon is a charity that aims to improve Bristol and the surrounding area by planting more trees, looking after trees and promoting the benefits of trees.
Facebook, like another other communication tool, needs to be explored first. It is quickly becoming the centre of the web and a digital hub for many organisations but is it right for your target audiences?
The Solution
We proposed a strategic introduction to Facebook. Firstly we worked with the team to understand their overall aims. Then we clarified their target audiences, right through to giving them human names. This proved revealing for the team and provided the key audience type that justified their use of Facebook. A pot of content was produced based around the social media Rule of Thirds.
The second half of our time with the team was a training session to look at the relevant areas of Facebook. The different page types were explored along with placing adverts and using Places.
This workshop approach allowed the team to ask questions and exploe ideas that mattered to them. A far more effective approach than a standard training course.
The Result
The move from strategic planning to hands-on, tactical work was very effective. Many organisations don't ask why before they jump into Facebook. The Forest of Avon team now have a clear idea of why they're using Facebook and who for.
Importantly, the team can see how they use Facebook alongside their other communications tools.
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