When coming up with a voice for Tiki Solitaire TriPeaks, it was important to me that we treat our players with respect, and value them as the intelligent human beings that they are. Thus, when we created our Facebook strategy, it was imperative that we come across as fun, smart, and accessible.
Working with LiveOps, Marketing and the art team, we created a strategy that balanced “Engagement Posts”, “Community Posts” and “Educational Posts.”
ENGAGEMENT POSTS
For our engagement posts, I sought to grab our players attention in such a way that they’d Like, Comment, and Share. In fact, sharing was our key performance indicator on this type of post.
Here are a few examples:
Christmas List: People really enjoyed this one, finding it humorous enough to add up their points and post them in the comments:
Card Games: Twice a month we would post a two-part card game, made to somewhat resemble the type of game you’d find in the app. This one was my favorite because of the Valentine’s Day theme, and the wordplay:
Holiday Posts: We did all the major holidays, but my favorites were always the weird ones, like “National Cheese Day”, or “Picnic or Panic Day.” And of course, April Fool’s Day:
Contests and Events: Every so often we would have a contest, or an event to excite our players. Below is one example of a contest we did where we had players submit their favorite juice recipe, which we then recreated in our office from the recipes they submitted. We then had 11 of our co-workers taste them, fill out a judging sheet, and then we tallied up the scores to find our winners:
Global Events: On occasion we would create “Global Events” on Facebook, challenging our players to win a certain number of games. Most of the time, these were aligned with a charitable cause, including National Alliance on Mental Illness, Alzheimer’s Foundation of America, and others. In fact, the CMO of the Good+Foundation was a player herself, contacted us, and arranged a donation event for their cause. I did an interview with her, and quite a bit of money was raised.
Here’s a sample of the final post for the Global Event we did for Toys for Tots in December, 2023:
COMMUNITY POSTS
Our “Community” posts were directed to those who were already a part of the community. We focused our attentions on players achievements and their willingness to share a little bit about themselves.
Club of the Week: Every week Clubs would compete in a variety of ways to become the following week’s “Club of the Week,” usually through earning the “most” of something (Tributes, Quests, Club Quests, Red Stars, Gold Stars, etc… ). Players loved to see their names listed, and the kudos would light up the comments section:
Weekly Top Ten: Every week we’d highlight the top Club from one of our 7 leagues:
Player Spotlights: Every Monday we would showcase either an individual, a Club, a player’s story, or some sort of human interest story. We were lucky enough to have found two players who fell in love through the game and eventually got married:
EDUCATIONAL POSTS
Of course, we highlighted in-game events, posted video tutorials, announced features and changes and occasionally had to let folks know when something wasn’t working as it should.
To promote our Halloween Contest’s newest category, Mini-Tiki Zombies, I created this post, talking players through how they might create their own Mini-Tiki Zombie:
When we were featured on Jeopardy, we most certainly wanted everyone to know it:
And for International Women’s Day, we wanted our predominately female player base to know how we were celebrating the day, behind the scenes:
A SELECTION OF MY FAVORITE POSTS
We posted every single day of the year, so during my 7+ years doing this, there were a LOT of posts. Aside from the art, I did all of the concepting, copy, posting, often creating puzzles and quizzes from a template, and, of course, monitoring the results. Here are a few of my favorites:
Tahd Frentzel Portfolio 