Using Facebook to BuildaBrand-DrivenNick Westergaard / NickWestergaard.comCommunity                                photo v...
Brand-Driven Insights atNickWestergaard.com       @NickWestergaard
?
600    millionactive monthly users
If Facebook were a country, it would be the world’s        3rd      LARGEST
BackgroundAVERAGE USER HAS   130 friends
700                      billionminutes on Facebook each month
55+is the fastest growingFacebook demographic
YOUR CUSTOMERS   ARE HERE
NEED TO CONNECT
TODAY1. Anatomy of a Facebook Page2. Engagement strategy3. Best practices4. Establishing a plan5. Q/A
1.
ANATOMY OF A PAGEphoto via Sam Spratt / Gizmodo
PROFILE vs. PAGE?
2.
2.
PAGES HAVE ADMINS              photo via smemon87 / flickr
2.
NOW WHAT?
ENGAGEMENTSTRATEGY
2 WAYS TO ENGAGE
EMAIL UPDATES
STATUS UPDATES
STATUS UPDATES
USE PHOTOSTag customers with permission
USE VIDEOSPost YouTube videos as ‘Links’
WHAT TO SAY:GATHERING INFO,CREATING CONTENT   photo via Joe Lodge / Flickr
USE FACEBOOK AS   YOUR PAGE             photo via _Max-B / flickr
USE FACEBOOK AS   YOUR PAGE
USE FACEBOOK AS   YOUR PAGE
PAGE ALERTS
PAGE ALERTS
YOUR PAGE HAS A     WALL
‘LIKE’ STUFFAS YOUR PAGE
FIND                                relevant                                contentphoto via andercismo / Flickr
SHARE        photo via furiousgeorge81 /                    Flickr
LOOK FORCONNECTIONS‘Like’ things similar to your brand
FUN WITH AVATARS
FUN WITH AVATARS  Encourage fans to change to  your  page avatar for special
CONTESTS BUILD FANS
ENCOURAGE FANS TO   POST PHOTOS  Allow posts from others in Settings
CAPTIONS = INTERACTIONS
INTERACTIONS
1:1 INTERACTIONSRespondto everycommen    t
1:1 INTERACTIONSRespondto every                     (How?)commen    t
PAGE ADMINSGET EMAIL UPDATES
GO MOBILE!
3.
BESTPRACTICES    photo via rishibando / flickr
DON’T BROADCAST 4.
TALE OF  2  REALTORSphoto via coffeego / Flickr
NOTHING   PERSONALphoto via twodolla / Flickr
NOTHING POLARIZING
- Total fans; likes                       MEASURE!- Total impressions (How many people  viewed the post in the news feed o...
INSIGHTS
HAVE FUN!
4.
THE PLAN
GOALS- Engage with customers- Build brand loyalty- Build a community
WE WANT TO BUILD A                   BIG COMMUNITYphoto via Augustin Rouchon /            Flickr
WORK TOGETHERphoto via ell brown / Flickr                               4.
MAXIMIZE TIMEphoto via klynslis / Flickr
photo via alexanderdrachman / Flickr
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Using Facebook to Build a Brand-Driven Community

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A Facebook 101 covering Page basics, engagement, best practices and setting a strategy.

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  • Behind China and India — AHEAD of the U.S.!\n
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  • Pages are always publicly VISIBLE, have ANALYTICS, TABS for APPS, ability to EMAIL\nFacebook takes down PROFILES for BUSINESSES\n
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  • MAKE BEST PRACTICES SEGWAY\n
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  • Using Facebook to Build a Brand-Driven Community

    1. 1. Using Facebook to BuildaBrand-DrivenNick Westergaard / NickWestergaard.comCommunity photo via Laughing Squid / flickr
    2. 2. Brand-Driven Insights atNickWestergaard.com @NickWestergaard
    3. 3. ?
    4. 4. 600 millionactive monthly users
    5. 5. If Facebook were a country, it would be the world’s 3rd LARGEST
    6. 6. BackgroundAVERAGE USER HAS 130 friends
    7. 7. 700 billionminutes on Facebook each month
    8. 8. 55+is the fastest growingFacebook demographic
    9. 9. YOUR CUSTOMERS ARE HERE
    10. 10. NEED TO CONNECT
    11. 11. TODAY1. Anatomy of a Facebook Page2. Engagement strategy3. Best practices4. Establishing a plan5. Q/A
    12. 12. 1.
    13. 13. ANATOMY OF A PAGEphoto via Sam Spratt / Gizmodo
    14. 14. PROFILE vs. PAGE?
    15. 15. 2.
    16. 16. 2.
    17. 17. PAGES HAVE ADMINS photo via smemon87 / flickr
    18. 18. 2.
    19. 19. NOW WHAT?
    20. 20. ENGAGEMENTSTRATEGY
    21. 21. 2 WAYS TO ENGAGE
    22. 22. EMAIL UPDATES
    23. 23. STATUS UPDATES
    24. 24. STATUS UPDATES
    25. 25. USE PHOTOSTag customers with permission
    26. 26. USE VIDEOSPost YouTube videos as ‘Links’
    27. 27. WHAT TO SAY:GATHERING INFO,CREATING CONTENT photo via Joe Lodge / Flickr
    28. 28. USE FACEBOOK AS YOUR PAGE photo via _Max-B / flickr
    29. 29. USE FACEBOOK AS YOUR PAGE
    30. 30. USE FACEBOOK AS YOUR PAGE
    31. 31. PAGE ALERTS
    32. 32. PAGE ALERTS
    33. 33. YOUR PAGE HAS A WALL
    34. 34. ‘LIKE’ STUFFAS YOUR PAGE
    35. 35. FIND relevant contentphoto via andercismo / Flickr
    36. 36. SHARE photo via furiousgeorge81 / Flickr
    37. 37. LOOK FORCONNECTIONS‘Like’ things similar to your brand
    38. 38. FUN WITH AVATARS
    39. 39. FUN WITH AVATARS Encourage fans to change to your page avatar for special
    40. 40. CONTESTS BUILD FANS
    41. 41. ENCOURAGE FANS TO POST PHOTOS Allow posts from others in Settings
    42. 42. CAPTIONS = INTERACTIONS
    43. 43. INTERACTIONS
    44. 44. 1:1 INTERACTIONSRespondto everycommen t
    45. 45. 1:1 INTERACTIONSRespondto every (How?)commen t
    46. 46. PAGE ADMINSGET EMAIL UPDATES
    47. 47. GO MOBILE!
    48. 48. 3.
    49. 49. BESTPRACTICES photo via rishibando / flickr
    50. 50. DON’T BROADCAST 4.
    51. 51. TALE OF 2 REALTORSphoto via coffeego / Flickr
    52. 52. NOTHING PERSONALphoto via twodolla / Flickr
    53. 53. NOTHING POLARIZING
    54. 54. - Total fans; likes MEASURE!- Total impressions (How many people viewed the post in the news feed or wall?)- Monthly Active Users (How many people interacted with out brand in the last 30 days?)- Engagement by post category (Do people respond most to links? Videos? Pictures? Questions? )- Engagement by time of day/day of week- Conversion rate (Of those who view our page, how many of them choose to “like” it?)- Fan demographics (Are we reaching our target audience?)- Unique page views (How many different people viewed our page?)- Views, clicks, and engagement for different tabs
    55. 55. INSIGHTS
    56. 56. HAVE FUN!
    57. 57. 4.
    58. 58. THE PLAN
    59. 59. GOALS- Engage with customers- Build brand loyalty- Build a community
    60. 60. WE WANT TO BUILD A BIG COMMUNITYphoto via Augustin Rouchon / Flickr
    61. 61. WORK TOGETHERphoto via ell brown / Flickr 4.
    62. 62. MAXIMIZE TIMEphoto via klynslis / Flickr
    63. 63. photo via alexanderdrachman / Flickr
    64. 64. NickWestergaard.comnick@westergaard.com@nickwestergaard photo via Orin Zebest / Flickr

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