Facebook for High Holidays

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Debra Askanase's presentation for Darim Online

Debra Askanase's presentation for Darim Online

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  • 1. Kick  Your  Facebook  Page  into  High  Gear     for  the  High  Holidays   Sponsored  by:  h"p://www.flickr.com/photos/thomashawk/164149506/lightbox/  
  • 2. Debra Askanase, MBAFormer executive director,business consultant,program manager,community organizer.Community Organizer 2.0Strategic social mediaengagement for nonprofitorganizations. Website and speaking: www.communityorganizer20.com Twitter: @askdebra
  • 3. Today s  agenda  1.  Understanding  Facebook  interacBons  2.  Bringing  fans  to  your  Facebook  Page    3.  Designing  Engagement    4.  Programming  Engagement    5.  PracBcing  Engagement    
  • 4. 1.  Understanding  Facebook  interacAons  
  • 5. h"p://www.likeable.com/2010/09/get-­‐engaged-­‐to-­‐facebook-­‐using-­‐their-­‐news-­‐feed/  
  • 6. 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  
  • 7. 2.  Bringing  fans  to  your  Page   h"p://www.flickr.com/photos/21393555@N04/3948535548/  
  • 8. Get  a  personalized  URL  from  Facebook   *if you have 25 fans, you can get one
  • 9. Integrate  into  all  your  communicaAons  
  • 10. Put  it  on  your  website:  Like  buKon  
  • 11. Like  buKon  inside  the  website  
  • 12. Like  Box  =  social  proof   *Great  opBon  for  Liking  the  enBre  site   h"p://www.peta.org/  
  • 13. Add  the  AcAvity  Feed  *Great  for  sites  with  regularly  refreshed  content,  site  acBvity   www.firstgiving.com  
  • 14. GePng  the  codes  
  • 15. Promote  with  an  ad  
  • 16. You  can  target  and  customize  your  ad  
  • 17. 3.  Designing  engagement   h"p://www.flickr.com/photos/89165847@N00/5876255457/  
  • 18. 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/  
  • 19. 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?    
  • 20. Align  goals  with  conversaAon   Diagram courtesy of Darim Online
  • 21. 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  
  • 22. 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  
  • 23. 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  
  • 24. 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  
  • 25. 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/  
  • 26. Trust  =  authenAcity,  transparency  
  • 27. Trust  =  authenAcity,  transparency  
  • 28. Reciprocity  =  co-­‐creaAon  
  • 29. Reciprocity  =  friends  helping  each  other  
  • 30. 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    
  • 31. 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  
  • 32. 4.  Programming  engagement   h"p://www.flickr.com/photos/94805433@N00/407591133/  
  • 33. Welcome  them…strategically  
  • 34. Give  them  something  unique  to  FB   h"p://www.flickr.com/photos/84661389@N00/276457918/  
  • 35. Why  not  Rabbinical  All-­‐Access  Hours?    
  • 36. Unique  offers  only  found  on  the  Facebook  Page!  
  • 37. How-­‐to  video  series  
  • 38. ConversaAon  before,  acer  events  
  • 39. Photos,  photos,  photos  
  • 40. Sample  content  calendar:  design  the   engagement  
  • 41. Sample  content  engagement  calendar  
  • 42. 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?    
  • 43. 4.  PracAcing  Engagement:  Aps  and  tricks   h"p://www.flickr.com/photos/joshbousel/1394561410/lightbox/  
  • 44. 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  
  • 45. 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  
  • 46. What  experience  will  you  design?   h"p://www.flickr.com/photos/moriza/2565606353/  
  • 47. 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  
  • 48. Debra  Askanase   Engagement  Strategist     debra@communityorganizer20.com   Twi"er:  @askdebra  Linkedin:  www.linkedin.com/in/debraaskanase   Slideshare:  www.slideshare.net/debask   Google  Plus:  h"p://gplus.to/askdebra