Everything we are doing on Facebook and Messenger, in the order it happens. Ten stages, five phases. Each one says what happens, what it is waiting on, and where the detail is written up.
Four things to hold in your head before reading the stages.
Messages to people who had just commented were delivered 84.6% of the time. Only 2 of 18 planned posts ever went out, so nothing about the approach was ever really tested.
About a dozen duplicate triggers are still sitting there and will fire unpredictably on the first new post.
Meta's spam policy prohibits offering cash giveaways in exchange for engagement. That is enforcement, not lost reach. Stage 3 deals with it, and it needs Skye's decision.
The software already exists and is paid for. The work is cleaning it up, posting properly, and connecting purchase data so the messages can be personal.
Half a day of looking, before touching anything.
Two or three days. This is the work that makes everything after it reliable.
A decision, not a build. Meta prohibits offering cash or cash equivalents in exchange for engagement, and "comment to win £100" is that.
Seven days with a shape, instead of the same prompt every day.
The draws already run live. At the moment the audience watching is not being captured.
There is no baseline to compare against, so it has to be created.
The one piece of building work worth doing, and the thing that makes the rest possible.
Once purchase data is flowing, the messages stop being the same message to everybody.
Same posts, same flows, bigger audience. Two steps, in this order.
Blocked on: gambling and gaming authorisation for the ad account (Meta Business Suite, Authorisations and verifications), unique or trackable discount codes on the site, and tracking that connects a message click to a completed purchase. Without the codes there is no attribution and this becomes stage 4 with a budget attached.
Messenger brings people in. WhatsApp is where you keep them.
The stages, in order, and what each is waiting on. Start here and come back here.
The account as it stands, the two angles, what changed on both platforms, how the flows are built, and what we need from the client.
Open the plan →The editorial system: why people comment, the formats, what to film, the comment desk, fifty ready-made posts and the testing programme.
Open the playbook →The client-facing week: day by day, what to film, example captions, the Messenger reply for each, and how to run freebies with less risk.
Open the week →Stage 1. Check whether the Page carries an age or country restriction, because if it does, none of the automation works and everyone would spend a fortnight wondering why the posts are not producing anything.