Create and manage 'meaningful' Groups How to gain insights from Groups that is beneficial Create a engaged and positive online community environment

1. Facebook
Groups
How to Engage Your Camp Community and Use
Digital Groups to Your Advantage

2. Elissa Fontenot
ACCOUNT DIRECTOR
AT SOCIAL SUMMER CAMP
9 Years of Digital and Email
Marketing Experience
SOCIAL SUMMER CAMP
Summer Camps & Schools
Business
Specialize in Marketing,
Advertising, Email, and Social
Media

3. Today's
Presentation
MAIN TOPICS
Create and manage
'meaningful' Groups
How to gain insights from
Groups that is beneficial
Create a engaged and
positive online community
environment

4. The most used social platform
to day with nearly 2.45 billion
monthly active users
LAUNCHED IN 2004
88% of Facebook users are on
the platform to stay connected
to friends and family
USED TO CONNECT
Despite reports and past
troubles Facebook's overall
active users continues to
Increase yearly
1.62B VISITS DAILY
Facebook's highest
demographics fall between 25-
29 (84%) and 20-49 (79%)
DEMOGRAPHIC OLDER
Facebook by the Numbers

5. ALGORITHM UPDATES
2018, update lowered the
reach of most Pages
FB ZERO, all about
fostering communities,
relationship and showing
top content to users
2019, Page post reach
was down by 2.2%, posts
were seen by about 5.5%
of followers

6. Algorithm
Refresher
Who a user interacts with
The type of media in the post
(eg., video, link, photo, etc.)
The popularity of the post
Facebook mentions three major
categories of ranking signals:

7. How many Facebook Groups
are you personally in?
What are your favorite and how do you check them?

8. FACEBOOK GROUPS
People already belong to
Facebook Groups.
1.4B

9. Serves as a touchpoint for
users at all stages of the
digital sales funnel
Show you what you need to
do
Allows you to run ad
campaigns for your business
Shows up in search engines
Notifications when someone
likes your comment or tags
you in a comment
PAGES
Puts more of a focus on
community
Show you why and how to do it
Foster discussion, education,
problem-solving and yes
entertainment
Meant to communicate with a
small, select number of people
rather than a wide-scale audience.
Notified each time someone posts,
comments or likes
GROUPS
Page vs Groups
You need both!!
A big algorithm benefit of groups doesn’t negate the need a Page

10. pages
vs groups
Your Back Yard!
you hang out with people you
want to spend time with—but
it’s invitation-only.
it’s more intimate and
involves camaraderie.
you’re the host in your back
yard,
Your Front Yard!
People drive by and see you
have a nice house in a pretty
neighborhood.
People would never drive by
your front yard and see you in
your bathing suit basking in the
sun by your pool.

11. 60%
of people are far more
likely to trust someone
like themselves for
company information
37%
of people who are
likely to trust the
company CEO for
information
Who Do People Trust?

12. PROS AND CONS
A consumer doesn’t typically want to interact with a logo.
They want to interact with a person. Use the page to post
news or updates but designate a peson (hopefully a well
known camp leadership member) to take care of the group
POSTING AS A PAGE IN YOUR GROUP
Pages can now interact with communities through
Facebook Groups. Allowing team members to help
moderator groups and post pre-approved content as the
brand

13. AGES
Are open to brands posting
in Facebook Groups, as long
as those posts provide real
value, rather than just
promotion.
18-24

14. THE STARTING POINT
What Makes
Facebook Groups
Effective?
Building a Community!

15. DEVELOP NEW IDEAS
CONNECT WITH YOUR AUDIENCE
BUILD A COMMUNITY

16. A DEDICATED COMMUNITY
As opt-in communities parents are choosing
to be part of the exchange of Information,
they operate as a tribe.
HIGH ENGAGEMENT
Facebook Groups are like a digital watering
hole for parents and alumni to engage,
share and discuss.

17. What Is the Purpose of Your
Group?
CAPTURE A BROAD
AUDIENCE
CAPTURE A SPECIFIC
AUDIENCE
ENGAGE YOUR
AUDIENCE FURTHUR

18. Default group type and includes
the standard set of tools
GENERAL
Post shifts you'd like other
people to cover and gives you
the option of allowing other
members to contact you
without being friends
WORK
Allows you to create units,
quizzes and lessons and track
members' progress
SOCIAL LEARNING
Default post type in the group
to sales listings, allows you to
set a default currency and
gathers all sales listings in one
place in the group
BUY AND SELL
Group Types

19. Privacy
Options for
Facebook
Groups
CHOOSING THE RIGHT
TYPE OF PRIVACY
SETTING FOR THE
GROUP'S AUDIENCE
Public and Visible
CAN BE FOUND VIA
SEARCH ENGINES
Private and Visible
CAN'T SEE CONVOS
BUT PEOPLE CAN FIND
IT
Private and Hidden
INVITE ONLY OR PUBLIC
THEN LOCK AFTER
FILLED

20. How to Grow your Facebook
Group!
Revive an old group or start a group

21. TIP 1
INVITE PEOPLE FROM OFF-
PLATFORM TO JOIN
Don't be afraid to link to Group where
you'd link to Page. Send emails, in
your signature line, change links on
sites/blogs to group

22. PRO TIP!
Define your groups target
audience.
Who do you want in the group?
Qualify the types of people you
want.

23. TIP 2
GET PEOPLE FROM FACEBOOK TO
JOIN
Update your links in profile bios to be
the groups, link in an ad

24. Highlight or tease
content on page from
group on your Facebook
Page!
PRO TIP!

25. TIP 3
LEVERAGE OTHER GROUPS WITHOUT
BEING SLEEZY
Ask an admin of a group that has the
audience you want In your group 'how can I
help?' Provide them value first then ask to
post about your camp or program

26. REVIVE YOUR GROUP
GET THEM ENGAGED!
Make sure members are quality first! Post
consistently, monitor interactions, add value
to members, diversify content in group

27. Give a Gift!
Share a virtual gift card on the
wall (like Starbucks) and tell the
group 'coffee's on camp!'
Ask them to buy low cost items or
1 item per person to make sure
more people can take advantage
PRO TIP!

28. Get the most value from your
group, it’s important for you to
engage regularly
ENGAGE
CONSISTENTLY
Which posts are most engaging,
and what times work best
LEARN FROM GROUP
INSIGHTS
There are always some
spoilsports out there, things can
sometimes take a negative turn
KEEP THINGS UNDER
CONTROL
Asking member to share
content with you
COLLECT USER-
GENERATED CONTENT
5 Groups Tips for Businesses
Essentially a focus group of
your best and potential
customers
GAIN CUSTOMER
INSIGHT

29. Enables you to enhance your
communications, and optimize
based on member activity
SCHEDULE POSTS
Update cover consistently with
event details or photos. Members
can get notified!
UPDATE COVER
Engage Consistenly!
How often can you realistically give
to the group? 1x week, 2x month, 1x
month? Show up consistently
FIGURE OUT
YOUR FREQUENCY

31. Will maintain a positive,
welcoming and safe
atmosphere
DESIGNATE MODERATORS
AND ADMINS
When things get heated you can
reference code of conduct to
remove posts or ban users.
Everyone needs boundaries!
CLEAR CODE OF
CONDUCT
Keep Things Under Control!
Admin tools let you select the rule
from code of conduct to tell a user
why/what they violated resulting In
banning
RULE VIOLATION
NOTIFICATION
MOST people in your group will likely do so with good intentions

32. Utilize this data to better focus
your promotional activities. What
happened during an Increase of
members?
NEW MEMBERS
Utilize this data to create a more
effective posting strategy to
optimize group engagement
POST
ENGAGEMENT
Learn From Group Insights!
Who are most loyal members. Be
aware of top contributors. Give
recognition to motivate more
engagement
MEMBERS*
FILTERS Filter your group requests to more
efficiently manage your requests

33. Group Insights Examples

34. MEMBER FILTERS!
Add various qualifiers
to join your group!
Use the 3 questions to
enter private/visible
groups.
Ask them something
related to camp,
parenting or their
potential camper!

35. Ask them to share their favorite
memory of camp or of their
camper!
ASK FOR CONTENT
Ask questions based on activities at
camp, processes, etc. Can even get
feedback from campers thru
parents
ASK FOR FEEDBACK
Collect UGC!
Comment or like what they share
ALWAYS! Especially if It's
something you prompt
ENGAGE WITH THEM

37. Identify
pain points!
GAIN VALUABLE
OPINIONS
Hone In on what they like
best!
Gain Customer Insight
Come up with
new Ideas!

38. Don't make it all
about yourself!
Don't tell, ask!
Not diversifying
your engagement
opportunities
AVOID THESE MISTAKES!

39. Determine your
audience(s) and groups
Phase 1
WRAP UP
FACEBOOK GROUPS
Decide how you want to
moderate your group and
engage
Phase 2
Review insights and
optimize!
Phase 3
Make sure your offline camp culture translates online!
Have FUN!

40. Thank You!
CONTACT US
Email
elissa@socialsummercamp.com
Slides
socialsummercamp.com/fbgroups