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EdgeRank takeaways 1. Ask users to Like your content – oﬀer opportuniBes 2. Find ways to get users to return – the more oQen they like, comment, share your content, the higher it will show in their news feeds 3. Always oﬀer fresh content – higher EdgeRank weight
2. Bringing fans to your Page h"p://www.ﬂickr.com/photos/21393555@N04/3948535548/
Get a personalized URL from Facebook *if you have 25 fans, you can get one
Successful engagement means idenAfying the conversaAon topic (hint: it s not about the synagogue) (hint: it must align with your organizaAonal goals) h"p://www.ﬂickr.com/photos/marcwathieu/3096694124/in/set-‐72157608075666383/
What is your organizaAon s Facebook conversaAon about? How does that align with your organizaBonal goals? How can you modify it to for the high holidays, and meet your goals?
Align goals with conversaAon Diagram courtesy of Darim Online
Design engagement for highest ROE Engage Contribute Par/cipate Create Create a Post Become a Visit video, reviews fan Watch message, Give Friend Download tweet, feedback Follow Read blog post Vote Join Play product Contribute Discuss about the ideas company Lowest to highest Return on Engagement * Based on h"p://www.slideshare.net/brandonmurphy/the-‐true-‐value-‐of-‐social-‐media-‐4267498
Creators talked and proacBvely shared informaBon 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 Engage Contribute Par/cipate Create Create a Post Become a Visit video, reviews fan Watch message, Give Friend Download tweet, feedback Follow Read blog post Vote Join Play product Contribute Discuss about the ideas company 20% 26% 32% 35% Percentage of each group that spurred a purchase
Four components of Ae strength Trust: Time: inAmacy, mutual Amount of Bme spent conﬁding together Reciprocity: Intensity: amount of EmoBonal intensity, reciprocal services sense of closeness You can leverage these two components organizaBonally
OrganizaBons can leverage trust and reciprocity to strengthen relaBonship Bes *You will see more engagement if your organizaBon is personal h"p://www.ﬂickr.com/photos/57038784@N00/2215481444/
ROE is fan engagement and trust Engage Contribute Par/cipate Create Create a Post Become a Visit video, reviews fan Watch Give TRUST Friend message, Download tweet, feedback Follow Read blog post Vote Join Play product Contribute RECIPROCITY Discuss about the ideas company
Summary: designing engagement Design diﬀerent ways to become engaged online Be authenBc and transparent: create trust Integrate co-‐creaBon into your engagement strategy Your new role: Chief ConversaAon Oﬃcer
Content creaAon quesAons 1. Why are people interested in your organizaBon or cause? 2. What content creates conversaBon? 3. What content could create community? 4. What can the community create for your content? (Collaborate and empower) 5. What content or ideas can you open up? 6. What added value can your content oﬀer? 7. What does the medium dictate?
4. PracAcing Engagement: Aps and tricks h"p://www.ﬂickr.com/photos/joshbousel/1394561410/lightbox/
Engage through personal touches • Send personal messages through FB to fans that post and thank them • Post messages from your organizaBon on their Facebook Pages • Create groups • Don t be afraid to become FB friends with some of your best fans • Always be commenBng – answer every one
Workshop review Integrate Facebook into your website Design Facebook Engagement for Success • How to bring fans to your Facebook Page • Know what the conversaBon will be about to meet your goals • Welcome them strategically • Develop your content, uniquely • Create a content calendar, designed with engagement in mind Good PracBces creaBng Engagement
What experience will you design? h"p://www.ﬂickr.com/photos/moriza/2565606353/
Special oﬀer: Private 1-‐hour Facebook coaching session with Debra Askanase • Self-‐evaluaBon form prior to coaching session • During session we will: – Review current acBviBes and strategy in detail – Assess eﬀecBveness of your current engagement strategy – Oﬀer ideas and strategies to help you achieve your Facebook goals – Deﬁne next steps for your Facebook strategy and acBviBes