We are so excited to announce that we have won the 2009 Bronze Adrian Award for our work on the Pure Michigan Facebook Fan Page! We’ve really enjoyed working on this page, and building a loyal, quality fanbase that doubled in size each month for 4 consecutive months.
Building an award winning Facebook Fan Page at this growth rate and with a high level of fan engagement has been a learning process. The phenomenal success was achieved by rigorous testing, regular monitoring, and (most importantly) listening to and engaging with the fans.
We began the Pure Michigan Facebook Fan Page posting a variety of content, then watching the responses. By monitoring the number and quality of responses to each type of content, we were able to discover what the fans wanted to learn more about, and what they were not interested in. We listened when the fans told us the updates were too frequent, and because of that, we were able to settle into an optimal frequency. We paid attention when a fan asked a question, and were sure to respond.
Through this process, we were able to create a high-quality, engaged community of Pure Michigan fans that became another voice singing the praises of the brand. Pure Michigan’s fans are quick to help each other out when it comes to questions about locations, events, or just general travel tips. They defend the brand against the rare attack posts. They share their pictures, their advice, and their memories with each other, often without us having to prompt them to do so.
We are very proud of the work we’ve done on the Pure Michigan Facebook Fan Page, and are so honored to have received this award. Become a fan of the award winning fan page to see what we have planned for 2010!