Define, Design, Measure: Ramping Up Your Facebook Page

Define, Design, Measure:
Ramping Up Your Facebook Page
Minds on Design Lab
Social Media Breakfast
August 3, 2011

Today’s agenda
1. Understanding Facebook interactions
2. Defining Your Facebook Goals
3. Designing Engagement
4. Practicing Engagement
5. Measuring Engagement and ROE

1. Understanding Facebook interactions

http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/

The Power of Like: EdgeRank NFO weight
Lightweight– Likes have little notice in the news stream
Middleweight- Likes that are “upgraded” to a comment have more weight
Heavyweight- The more interactions with the news stream item (tags, comments, likes, shares) the higher it will show in search and on the user’s Pages
** same principle at work with Facebook updates on your Page

2. Defining your Facebook goals
Specific
Measurable
Attainable
Realistic
Timely
Design your Facebook Page to meet your org or programmatic goals:
resource awareness
membership
fundraising
activism
sign up for a program

Activities and outcomes follow

Oceana: success using it for increased engagement, sign petition

T&T:Events bring many new members to the quarterly business club meetings, 10% new members to annual youth symposium

Canada: the online space talking about youth business, many private loan inquiries, #1 or 2 loan referral source

Ovarian Cancer Awareness: register people for a fundraising event

3. Designing engagement

Successful design elements
Welcome page
Know your content, uniquely
Program engaging content

Welcome page

Welcome them…strategically

Welcome page

Identify the main conversation
What is your page’s conversation about?

Give them something unique to FB

Unique offers only found on the Facebook Page!

Welcome page
Program engaging content

Brand research: engaging content design
Studied how 100 top brands used social media
http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

Design engagement for highest ROE
Participate
Contribute
Engage
Create
Become a fan
Friend
Follow
Join
Discuss
Post reviews
Give feedback
Vote
Contribute ideas
Create a video, message, tweet, blog post product about the company
Visit
Watch
Download
Read
Play
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

Creators talked and proactively shared information about the brand the most. They also influenced buying decisions the most.
Low-level engagement by itself did not produce significant ROE

How they influenced purchasing
Participate
Contribute
Engage
Create
Become a fan
Friend
Follow
Join
Discuss
Post reviews
Give feedback
Vote
Contribute ideas
Create a video, message, tweet, blog post product about the company
Visit
Watch
Download
Read
Play
20%
26%
32%
35%
Percentage of each group that spurred a purchase

Sample engagement calendar: Can you design engagement?

Sample engagement calendar

Content creation questions
Why are people interested in your organization or cause?
What content creates conversation?
What content could create community?
What can the community create for your content? (Collaborate and empower)
What content or ideas can you open up?
What added value can your content offer?
What does the medium dictate?

What experience do you design?
http://www.flickr.com/photos/moriza/2565606353/

4. Practicing Engagement

Engage through personal touches
Send personal messages through FB to fans that post and thank them
Post messages from your organization on their Facebook Pages
Create groups
Don’t be afraid to become FB friends with some of your best fans
Always be commenting – answer every one

Research: engaging through posts
http://www.emarketer.com/Article.aspx?R=1008328

Research: engaging through posts
Post a question and ask for a response. It works!
Fans are happier engaging in contests with the words “winning” and “events” than the words “contest” or “promotion.”
Asking a question at the end of a post drives engagement
“Where,” “when,” “would,” and “should” drive the highest engagement rates. Avoid asking “why” questions
http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html

ROE of FB post frequency

5. Measuring engagement and ROE

Industry benchmarks for perspective
Only about 30% of the active fans re-engage with the fan page more than once (i.e. through posting).
70% of the active fans will post only once and never re-engage the fan page again!
Most people engage through the Newsfeed.
http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Are-Your-Facebook-Fans-Real-Fans/ba-p/28330

Know what you want to measure
Remember your SMART goals!

There are two types of measurements
Engagement and activism metrics
Status
Metrics
(leading to
ROE)
http://www.flickr.com/photos/55714700@N00/5383102286/

Status metrics
Engagement and activism metrics
Numbers that are not in the context of social media conversations, nor reflect the impact of social network conversations
Numbers that are in the context of social media conversations, and often reflect the impact of social network conversations
Leading to ROE
Used to measure ROE

Return on Engagement (ROE) is an approach
The metric tied to time and investment spent participating or interacting with other social media users, and in turn, what transpired that's worthy of measurement*
Hat tip to Brian Solis for the inspiration
http://socialmediatoday.com/index.php?q=SMC/176801

Measuring Facebook ROE

Measuring MASA’s FB app

ROE of social media actions:
Lily the Black Bear
http://www.facebook.com/lily.the.black.bear
http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/

Designing Lily’s Engagement on FB
Engage: Watch videos on FB and Live cam on site, donate, read, visit site
Contribute: give opinions and feedback, vote in contests, name the bear, etc.
Participate: Facebook Friend, follow tweets, discuss and comment
Create: Post their own photos, tweet proactively, comment proactively

ROE: Lily the Black Bear132,489 Facebook fans
Raised $159,597 from 23,502 fans in one year
17,916 votes to win the second Chase Community Giving Challenge
Motivated 1793 supporters to donate $39,597 in Minnesota’s Give to the Max day
Helped local Ely Esy public school win $20,000 in the K-12 America’s School Spirit challenge
Currently helping Soudan Underground Mine State Park in MN win $200,000 in a parks challenge; activated 1 million votes

USA for UNHCR #bluekey Tweetathon
Tweetathon:
258 people/1,524 tweets with #bluekey
169% increase in web traffic
led to >50% of key purchases that week
Used with permission from USA for UNHCR

Workshop review
Define Your Facebook (SMART) Goals
Design FacebookEngagement for Success
Welcome them strategically
Develop your content, uniquely
Create a content calendar, designed with engagement in mind
Best Practices creating Engagement
Status and Engagement Metrics, deeper metrics, leading to SMART goals

Debra Askanase
Engagement Strategist
debra@communityorganizer20.com
Twitter: @askdebra
Linkedin: www.linkedin.com/in/debraaskanase
Slideshare: www.slideshare.net/debask
Google Plus: http://gplus.to/askdebra

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Define, Design, Measure: Ramping Up Your Facebook Page

by Debra Askanase on Aug 04, 2011

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Define, Design, Measure: Ramping Up Your Facebook Page — Presentation Transcript