Growing ActiveFacebook Communities      Presented by:      @AliSABKAR
Small businesses can support their onlinemarketing activities by creating a Facebookbusiness page. Once you create your pa...
Facebook platform iswhere information can beshared, conversationexchanged and feedbackgiven.Suffice to say, this is moreth...
Questions you need to consider to prepare you touse Facebook for business success:1) Who is your brand?2) Who is your audi...
Community Manager is the most important because heor she is on the front lines of communication.A community manager usuall...
3 Tips for Managing a Social Media Community#1: Embed within your community.Community managers must embed themselves withi...
3 Tips for Managing a Social Media Community#2: Don’t just focus on monetizing.The biggest mistake a community manager can...
The most effective strategy to drive revenuefor a business is to build the community, earnmembers’ trust and delicately as...
3 Tips for Managing a Social Media Community#3: Don’t just listen, get the community involved.The hot topic today is “list...
Not all Facebook fansare created equal.It’s not how manyFacebook fans you have– it’s about how manyengaged Facebookadvocat...
Are you more ofa sharer,joineroradvocate?    Facebook Marketing Masters Workshop 2012 @AliSABKAR
Latests case study (examined 10,000 FB campaigns             /9months) How to expand their active FB audiences and        ...
So, how important are the advocates,and how do you grow that community?The top 10% of the study group, the “Superbrands,” ...
1- Consistently provide multiple ways for yourfans to engage.If it’s within your budget to run one or more giveaways orcon...
2- Provide clear calls-to-action.With each post, tell your fans how to interact with thepost. Have them answer a question ...
3- People like pictures.A picture is worth a thousand likes. Anyone who knowsanything about engaging Facebook audiences wi...
4- Keep interactions relevant.Don’t post about winter when it’s summer, and don’tpost about events that happened two month...
5- Mix up your campaigns and new offers.Wildfire found that campaigns that are enteredthe most, like sweepstakes, coupons ...
6- Encourage social interactions on several socialchannels.Social media isn’t just about Facebook. Thereare hundreds of pl...
Making It Happen1. Conversation - is designed to stimulate conversationwith the fan base by asking thought provoking quest...
Making It Happen3. Link – Deep linked updates that that drives trafficaway from Facebook to the clients other onlineproper...
Facebook Plugins to Drive More Traffic to YourContent• Do you want more of your content shared on  Facebook?• Are you wond...
Facebook Plugins to Drive More Traffic to YourContentWhen people see that one of their Facebook friends hasalso read and l...
Recommendation BoxFacebook Marketing Masters Workshop 2012 @AliSABKAR
Like BoxFacebook Marketing Masters Workshop 2012 @AliSABKAR
Monitor, Measure & Report• Report weekly or daily depending on activity and  client requirements including:  • Monitoring ...
The World’s Most Popular Company Facebook Pages                     1. Starbucks      Facebook Marketing Masters Workshop ...
The World’s Most Popular Company Facebook Pages                     2. Coca-Cola      Facebook Marketing Masters Workshop ...
The World’s Most Popular Company Facebook Pages                         3. Oreo      Facebook Marketing Masters Workshop 2...
The World’s Most Popular Company Facebook Pages                       4. Skittles      Facebook Marketing Masters Workshop...
The World’s Most Popular Company Facebook Pages                      5. Red Bull      Facebook Marketing Masters Workshop ...
The World’s Most Popular Company Facebook Pages                6. Disney: 9,227,053      Facebook Marketing Masters Worksh...
The World’s Most Popular Company Facebook Pages           7. Converse: 6,473,795 Fans      Facebook Marketing Masters Work...
The World’s Most Popular Company Facebook Pages                       8. Pringles      Facebook Marketing Masters Workshop...
The World’s Most Popular Company Facebook Pages                        9. ZARA      Facebook Marketing Masters Workshop 20...
http://pagedata.appdata.com/Facebook Marketing Masters Workshop 2012 @AliSABKAR
Thank youIf you get it, share it    @AliSABKAR
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Growing Active Facebook Communities

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Ali Sabkar presented "Growing Active Facebook Communities" at Facebook Marketing Masters Workshop #SMMF2012

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Growing Active Facebook Communities

  1. 1. Growing ActiveFacebook Communities Presented by: @AliSABKAR
  2. 2. Small businesses can support their onlinemarketing activities by creating a Facebookbusiness page. Once you create your pageand begin to build a following, you can use itto promote your business on a daily basis.But, growing your page can be challenging,especially as more and more business pagesare being created and the competition for"likes" is increasing. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  3. 3. Facebook platform iswhere information can beshared, conversationexchanged and feedbackgiven.Suffice to say, this is morethan a little scary to somebig brands that aren’tused to opencommunication and publicopinion. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  4. 4. Questions you need to consider to prepare you touse Facebook for business success:1) Who is your brand?2) Who is your audience?3) What are your communication goals?4) How can they be revised for this particular medium?5) What types of content work for this audience?6) In which tone will you communicate with youraudience to represent your brand?7) Who will manage the community? Facebook Marketing Masters Workshop 2012 @AliSABKAR
  5. 5. Community Manager is the most important because heor she is on the front lines of communication.A community manager usually managesa blog/community, a Twitter account andvarious third-party social media channelslike a Facebook fan page or a YouTubeaccount. A community manager may alsobe responsible for managing a sociallistening platform like Radian6 andfiltering/assigning conversations to othersin the business unit for a properresponse. He or she may even organizein-person events to get feedback fromthe community. The community manageris the face of the brand. Conversationsare at the core of the job responsibility. Definition by SocialMediaExaminer.com Facebook Marketing Masters Workshop 2012 @AliSABKAR
  6. 6. 3 Tips for Managing a Social Media Community#1: Embed within your community.Community managers must embed themselves within thecommunity they serve and become integrated with the community.The result is the collecting valuable data and insights from thecommunity members and reporting back to management. Thereporting is usually feedback on how to improve the company’sproducts, services or business processes.You have to earn the trust of the community. Invest hour a day justgetting to know others in the community and engaging in reallysimple and personal conversations. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  7. 7. 3 Tips for Managing a Social Media Community#2: Don’t just focus on monetizing.The biggest mistake a community manager can make is to startscreaming “one-way” marketing messages at the rest of thecommunity.The members will do one of two things: they will either leave thecommunity or call you out on it publicly. Both are bad for businessand should be avoided at all costs.Remember the old saying, “It takes more to acquire a newcustomer than to sell to an existing one.” Facebook Marketing Masters Workshop 2012 @AliSABKAR
  8. 8. The most effective strategy to drive revenuefor a business is to build the community, earnmembers’ trust and delicately ask for theirpermission to market your services, a wiseproverb from Seth Godin. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  9. 9. 3 Tips for Managing a Social Media Community#3: Don’t just listen, get the community involved.The hot topic today is “listening” and the tools are just aboutcommoditized with new applications launching every month.Building strong customer loyalty is not just listening but alsoacting—embedding yourself within the community and becoming atrusted voice there. However, the challenge for every business insocial media is to eventually “become believable.” And that meanswinning consumer trust. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  10. 10. Not all Facebook fansare created equal.It’s not how manyFacebook fans you have– it’s about how manyengaged Facebookadvocates you have.Juli Peterson, SocialMedia Strategy. Mosaic illustration of the "LIKE" button foridentitypr.com Fortune magazine. Made out of Facebook interface icons. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  11. 11. Are you more ofa sharer,joineroradvocate? Facebook Marketing Masters Workshop 2012 @AliSABKAR
  12. 12. Latests case study (examined 10,000 FB campaigns /9months) How to expand their active FB audiences and found that the 3 key audiences that make up Facebook communities are:Joiners – 83% – Although they make up a majority of your fan base,they do not help get new fans or spread your messages – they simplyparticipate and that is the end of their interaction.Sharers – 15% – The more active group that participates in yourcampaigns and takes the time to spread the word about it, reachingout to that “friends of friends” metric.Advocates – 1.5% – Your Facebook “gold mine.” Not only do theyparticipate and share your campaign, they have the ability to influencetheir community to participate in and share your campaign, aswell. This is the community you want to develop. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  13. 13. So, how important are the advocates,and how do you grow that community?The top 10% of the study group, the “Superbrands,” doubled theirsharers from 15% to 30% and tripled their advocates from 1.5% to4.7% through six best practices.These Superbrands were three times as engaging, resulting in 13times more growth than the average Facebook page. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  14. 14. 1- Consistently provide multiple ways for yourfans to engage.If it’s within your budget to run one or more giveaways orcontests at once, go for it. You will see the types of campaignsyour fans and advocates like to participate and talk about. Inaddition to paid-for campaigns, other opportunities forengagement through Facebook tabs include:• Email subscription or quote application forms• Relevant, custom regional data for your product or industry• Career tab for your organization• Pinterest or YouTube video integration• Tools like calculators or quizzes• Interactive product guides Facebook Marketing Masters Workshop 2012 @AliSABKAR
  15. 15. 2- Provide clear calls-to-action.With each post, tell your fans how to interact with thepost. Have them answer a question or instruct them todo something like visit a link, watch a video or click“like” or “share.”Note: Adhere to Facebook Pages Terms regardingcontests, promotions and giveaways. Although it is stillquite common, giving away products throughcommenting, sharing or liking posts is againstFacebook’s Terms. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  16. 16. 3- People like pictures.A picture is worth a thousand likes. Anyone who knowsanything about engaging Facebook audiences will tellyou that images get your fans going, me included.Integrate images wherever you can – posts, bit.ly links toblog posts in captions, photo albums and yourorganization’s Timeline. Keep images bright, unique,original, relatable, positive, and most of all, shareable. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  17. 17. 4- Keep interactions relevant.Don’t post about winter when it’s summer, and don’tpost about events that happened two months ago. Useupcoming holidays, major sporting events (p.s. theOlympics are over now), major film releases and currentevents to keep your conversation relevant. Also,determine if political or religion-based conversations onyour social channels align with your organization’svalues and goals, or if you want to avoid them. It’s veryrisky, and if you aren’t armed with a response strategy,you may seriously offend your advocates and thegeneral public. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  18. 18. 5- Mix up your campaigns and new offers.Wildfire found that campaigns that are enteredthe most, like sweepstakes, coupons orpromotions, are not the most shared. Othercampaigns like personality-based activities andquizzes are shared more, but not necessarilyparticipated in. Formulate a comprehensivestrategy that will engage users from all levels. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  19. 19. 6- Encourage social interactions on several socialchannels.Social media isn’t just about Facebook. Thereare hundreds of platforms out there, but theSuperbrands expanded across several networks, notablyTwitter, YouTube and a blog, as well as visual accountslike Tumblr, Pinterest or Instagram. While it is morefeasible for brands with more manpower and experienceto spread their communities to different platforms, besure that you understand the platforms and can provideconsistent, quality content to maintain additionalchannels. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  20. 20. Making It Happen1. Conversation - is designed to stimulate conversationwith the fan base by asking thought provoking questionsthat encourages short succinct answers from fans2. Pictures – upload images that the client wanted toexpose consumers to for SUPRE professionally takenimages of models wrong clients clothing Facebook Marketing Masters Workshop 2012 @AliSABKAR
  21. 21. Making It Happen3. Link – Deep linked updates that that drives trafficaway from Facebook to the clients other onlineproperties such as website, online store, blog orYouTube channel4. Product – spotlight a new product that the client isreleasing or will release. You can test new designs andget feedback on possible new items. Update System forthe week: Map out what products are going out thatweek then implement those updates into the systemthat were designed to drive and a lot of engagement. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  22. 22. Facebook Plugins to Drive More Traffic to YourContent• Do you want more of your content shared on Facebook?• Are you wondering how to make it easy for people to share your site or blog content on Facebook?• Which Facebook widgets are best? Facebook Marketing Masters Workshop 2012 @AliSABKAR
  23. 23. Facebook Plugins to Drive More Traffic to YourContentWhen people see that one of their Facebook friends hasalso read and liked the article, they may be moreinterested in reading the article.The ability to keep people on your website reading yourcontent and getting to know you better will help youconvert readers to customers. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  24. 24. Recommendation BoxFacebook Marketing Masters Workshop 2012 @AliSABKAR
  25. 25. Like BoxFacebook Marketing Masters Workshop 2012 @AliSABKAR
  26. 26. Monitor, Measure & Report• Report weekly or daily depending on activity and client requirements including: • Monitoring demographic analysis provided by Facebook Insights • Measure growth rate (this can be done through third party applications) and you can view both daily and weekly rates. Facebook Marketing Masters Workshop 2012 @AliSABKAR
  27. 27. The World’s Most Popular Company Facebook Pages 1. Starbucks Facebook Marketing Masters Workshop 2012 @AliSABKAR
  28. 28. The World’s Most Popular Company Facebook Pages 2. Coca-Cola Facebook Marketing Masters Workshop 2012 @AliSABKAR
  29. 29. The World’s Most Popular Company Facebook Pages 3. Oreo Facebook Marketing Masters Workshop 2012 @AliSABKAR
  30. 30. The World’s Most Popular Company Facebook Pages 4. Skittles Facebook Marketing Masters Workshop 2012 @AliSABKAR
  31. 31. The World’s Most Popular Company Facebook Pages 5. Red Bull Facebook Marketing Masters Workshop 2012 @AliSABKAR
  32. 32. The World’s Most Popular Company Facebook Pages 6. Disney: 9,227,053 Facebook Marketing Masters Workshop 2012 @AliSABKAR
  33. 33. The World’s Most Popular Company Facebook Pages 7. Converse: 6,473,795 Fans Facebook Marketing Masters Workshop 2012 @AliSABKAR
  34. 34. The World’s Most Popular Company Facebook Pages 8. Pringles Facebook Marketing Masters Workshop 2012 @AliSABKAR
  35. 35. The World’s Most Popular Company Facebook Pages 9. ZARA Facebook Marketing Masters Workshop 2012 @AliSABKAR
  36. 36. http://pagedata.appdata.com/Facebook Marketing Masters Workshop 2012 @AliSABKAR
  37. 37. Thank youIf you get it, share it @AliSABKAR

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