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Define, Design, Measure: Ramping Up Your Facebook Page

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How Facebook looks at engagement through Edgerank, the latest research on how to design Facebook posts and actions for highest engagement, best practices for higher return on engagement, measuring …

How Facebook looks at engagement through Edgerank, the latest research on how to design Facebook posts and actions for highest engagement, best practices for higher return on engagement, measuring ROE, and two case studies.

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  • The more interactive through likes, tags, comments, more likely it is to show up in Top News feeds. Likes can turn into Shares with a comment. Shares have more weight.
  • http://www.flickr.com/photos/60162443@N00/3348965637/
  • http://www.flickr.com/photos/60162443@N00/3348965637/
  • http://www.flickr.com/photos/89165847@N00/5876255457/
  • http://www.flickr.com/photos/marcwathieu/3096694124/in/set-72157608075666383/
  • http://www.flickr.com/photos/84661389@N00/276457918/Brainstorm unique content ideas
  • http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  • Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
  • Contributors = 80 more people talking than the engage set. Participators = 60 more than the engage set. Creators = 170 moreSocial media activity generated 2.5 times more conversations amongst creators than the engage set. http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  • Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
  • http://www.flickr.com/photos/moriza/2565606353/
  • http://www.flickr.com/photos/shermanoz/4161785959/in/photostream/
  • http://www.flickr.com/photos/60162443@N00/3348965637/
  • http://www.flickr.com/photos/60162443@N00/3348965637/
  • http://www.emarketer.com/Article.aspx?R=1008328
  • From Lithium article series on measuring fan engagement. So on average, only 3.45% of your fans are actively engaging (i.e. posting). This is slightly less than what the 90-9-1 rule would have predicted, but the distribution definitely covers the expected 10% active fans with a wide margin. What percentage have a comment? The median level for the fraction of interactive posts is about 66.8%. Most fans post only once and are unique. 90.4% of the active fans post only once in a thread and never return to that conversation again.
  • http://www.flickr.com/photos/60162443@N00/3348965637/
  • Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
  • Trust, reciprocity, engagement, participation, fans, and superfans in the Blue Key Tweetathon June 11, 201133% of the Blue Key Champions at the time participated in the Tweetathon (13 participants, out of approximately 35/36 Champions)
  • Transcript

    • 1. Define, Design, Measure:
      Ramping Up Your Facebook Page
      Minds on Design Lab
      Social Media Breakfast
      August 3, 2011
    • 2. Today’s agenda
      1. Understanding Facebook interactions
      2. Defining Your Facebook Goals
      3. Designing Engagement
      4. Practicing Engagement
      5. Measuring Engagement and ROE
    • 3. 1. Understanding Facebook interactions
    • 4. http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/
    • 5. 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
    • 6. 2. Defining your Facebook goals
      Specific
      Measurable
      Attainable
      Realistic
      Timely
      Design your Facebook Page to meet your org or programmatic goals:
      • resource awareness
      • 7. membership
      • 8. fundraising
      • 9. activism
      • 10. sign up for a program
    • Activities and outcomes follow
    • 11.
    • 12.
    • 13.
    • 14.
    • 15. Oceana: success using it for increased engagement, sign petition
    • 16. T&T:Events bring many new members to the quarterly business club meetings, 10% new members to annual youth symposium
    • 17. Canada: the online space talking about youth business, many private loan inquiries, #1 or 2 loan referral source
    • 18. Ovarian Cancer Awareness: register people for a fundraising event
    • 19. 3. Designing engagement
    • 20. Successful design elements
      Welcome page
      Know your content, uniquely
      Program engaging content
    • 21. Successful design elements
      Welcome page
    • 22. Welcome them…strategically
    • 23.
    • 24. Successful design elements
      Welcome page
      Know your content, uniquely
    • 25. Identify the main conversation
      What is your page’s conversation about?
    • 26. Give them something unique to FB
    • 27.
    • 28. Unique offers only found on the Facebook Page!
    • 29.
    • 30.
    • 31. Successful design elements
      Welcome page
      Know your content, uniquely
      Program engaging content
    • 32. 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
    • 33. 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
    • 34. 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
    • 35. 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
    • 36. Sample engagement calendar: Can you design engagement?
    • 37. Sample engagement calendar
    • 38. 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?
    • 39. What experience do you design?
      http://www.flickr.com/photos/moriza/2565606353/
    • 40. 4. Practicing Engagement
    • 41. Engage through personal touches
      • Send personal messages through FB to fans that post and thank them
      • 42. Post messages from your organization on their Facebook Pages
      • 43. Create groups
      • 44. Don’t be afraid to become FB friends with some of your best fans
      • 45. Always be commenting – answer every one
    • 46. Research: engaging through posts
      http://www.emarketer.com/Article.aspx?R=1008328
    • 47. 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
    • 48. ROE of FB post frequency
    • 49. 5. Measuring engagement and ROE
    • 50. 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
    • 51. Know what you want to measure
      Remember your SMART goals!
    • 52. There are two types of measurements
      Engagement and activism metrics
      Status
      Metrics
      (leading to
      ROE)
      http://www.flickr.com/photos/55714700@N00/5383102286/
    • 53. 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
    • 54. 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
    • 55. Measuring Facebook ROE
    • 56. Measuring MASA’s FB app
    • 57. 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/
    • 58. 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
    • 59. 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
    • 60. USA for UNHCR #bluekey Tweetathon
      Tweetathon:
      • 258 people/1,524 tweets with #bluekey
      • 61. 169% increase in web traffic
      • 62. led to >50% of key purchases that week
      Used with permission from USA for UNHCR
    • 63. Workshop review
      Define Your Facebook (SMART) Goals
      Design FacebookEngagement for Success
      • Welcome them strategically
      • 64. Develop your content, uniquely
      • 65. Create a content calendar, designed with engagement in mind
      Best Practices creating Engagement
      Status and Engagement Metrics, deeper metrics, leading to SMART goals
    • 66. 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