Building a Facebook Community | Media140


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How to build a Facebook Community? This presentation was given to Media140 in Perth.

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  • Hopefully I wont overlap and what some of the other speakers have said but I would like to cover off a few things today and hopefully give you some easy lessons you can takeaway and perhaps even implement. Trends. What is happening where and why. What is growing and what is dying? In terms of social media campaigns there have been plenty of failures here in Australia but very few successes – why is that the case and where are they going wrong. Retail for instance has been very quick on the take-up but finance and the transactional space very slow. Risk mitigation – how to avoid a large scale social media downfall. How to protect your image or brand online from attack or reputational damage.
  • John Howard yarn.
  • As an aside I must just make a point about the transformative power of social media that no doubt others have made here in and elsewhere. The mobile phone is today what the AK47 was for the 20th century. It is the weapon of choice for revolutionaries from Libya to Iran, to Afghanistan to protestors from London to Rio. One person with a mobile can beam video, text and audio to anywhere in the world. Tehran one minute, all over CNN the next. In many ways the mobile will be more devastating than the AK47. It is already creating citizen journalists all around the world and dramatically changing the way in which news is reported.
  • The most underrated and least mention facet of social media is authenticity. Without authenticity, companies and individuals are merely engaging in spam by another name. Only recently an AC Nielsen poll revealed that consumers are 87% more likely to believe what their friends say online compared to 13% of traditional advertising through banner advertising and what not. And as you can see in this diagram just how lowly TV and radio are ranked. Its not that TV and radio are becoming passé it is just that consumers are over being conned. It doesn’t matter if you are selling exploding golf balls or insurance; there is a conversation happening online for very interest and every product. The thirst for information is at an all time high. But, how can those conversations be penetrated and harnessed for a particular end.
  • 51% of brand followers will purchase that brand. 12% of logins result in a status update. Without overloading you with statistics I would like to make a simple point about the fastest growing demographic online and this is women aged between 35 and 55. Traditionally these women went online to keep in touch with children or grandchildren. Arriving on blogs and Facebook pages these women have now found vibrant conversation about their favorite books, baby issues, and even old friend from school. Their consumption habits within months resemble nothing what they were when they started.
  • First step in building a Facebook community is to find your audience. Of course, there may be the circumstance where your specific audience may be communicating on another social networking platform, but for the purposes of today’s discussion we will just assume they are on Facebook. Simply searches through key words should be able to identify the most relevant conversation clusters. In most cases this will be through pages or groups. An additional option would be to employ a monitoring tool which will provide some more information such as frequency and sentiment. It is also worth identifying who is shaping the conversation. This may be individuals or particular groups.
  • So, once you have found your specific target audience you need to start to learn a little bit more about them. We have already mentioned the ringleaders or field leaders and that is probably the most pertinent place to start. Now, other things to look out for would be: Issues of concernNegative sentiments Frequency of activity Links to third parties or external platforms. How well organized are they? Are there any emerging trends worth noting
  • Now that we understand our audience a little better we are in a position to start penetrating these conversations with a view to long term engagement. There are a number of ways to penetrates a conversation: Through a personal profile. Through a ‘fake’ profile. Through a company profile. The aim of penetrating these conversations should be to: Start a dialogue with field leaders. Raises ideas that may not have been previously communicated. Create awareness ahead of a future page.
  • So, now we have Identified our audience. Understood our audience, andPenetrated our audience. We are now in a position to create our own stand alone page that will be used tobuild a Facebook community. There are of course other ways of building a community such as a profile, or cause orapp but personally I think pages are the most visible and functional way of doing this so we will use that as the example throughout. It is fundamentally important that you develop a social media strategy. While that could be a whole other talk in itself, it should be build upon the previous
  • The single most important things once your page has been established for its long terms success will be the manner in which you communicate content. Content is and will always be king on social media. Ensure the page has all possible relevant information. So, if this is a business it must have all the contact details. For a community group this means community contacts and those who form part of the organization. A Facebook page, as far as content goes, should be no different to a website. The content that is updated on the page should be broadly reflective of your target audience.
  • This is not necessarily a tool that I have used in the past. My personal view is that if you are regularly sending messages to fans they will take it as spam. In any case: Facebook Pages and Groups allows you to mass communicate with your fans. Your best fans are busy fans. Be sensitive about sending too many messages.Make the message personal – and use your human voice, not “marketing-speak”.Make each message count by making it about them – not your organization.Always include a specific request for action that creates value for them.
  • By encouraging sharing on your page it will be more likely that it will appear in the newsfeeds of other users, in turn, creating more likes on your own page. There are technical features which can be turned on that encourage sharing but it also comes back to the environment that is fostered on the page. If from the outset a page has a friendly tone that invites participation it is more likely that users will be inclined to share and invite others to join in.
  • By facilitating discussions on your Facebook page you will appear as a host and facilitator rather than a dominant voice. This can be done in a customized tab, in the discussions section or through status updates. Each have their own problems.When facilitating a conversation a number of things to keep in mind: Keep it timely and topical. No use talking about something that happened last week or last month. By the same token, put a limit on how long a discussion can run for. 2 or 3 days is fine unless it has gone viral. Ensure it is well moderated. Make sure people know the rules and don’t tolerate abuse.Keep the discussion lively and where possible, entertaining. Invite ‘recognized’ third parties.
  • The first, most prominent and most effective way to form a connection through content is by a status update. A status update will appear in the news feed of all those who follow you. The more a status is commented on or ‘liked’ the more likely it will appear in the newsfeed of someone who is not a fan. Status updates should be short, sharp and to the point. Don’t use overly jargonistic terminology. When possible, use a variety of media such as videos, links or pictures. Pose questions and invite feedback.
  • The more you measure the more you will get out of your Facebook page. Facebook has now developed a myriad of ways that business can measure the effectiveness and reach of their pages. This includes: Daily news likes Unsubscribers Impact per post Demographic reach. Age and gender. User location. Referrer pages. Popular posts Comments So, if you find your page is not getting as many likes as you like, monitor the activity and test what can be altered. Perhaps: Post at a different time Use different mediaAppeal to a select audience. Invite more feedback.
  • The more you measure the more you will get out of your Facebook page. Facebook has now developed a myriad of ways that business can measure the effectiveness and reach of their pages. This includes: Daily news likes Unsubscribers Impact per post Demographic reach. Age and gender. User location. Referrer pages. Popular posts Comments So, if you find your page is not getting as many likes as you like, monitor the activity and test what can be altered. Perhaps: Post at a different time Use different mediaAppeal to a select audience. Invite more feedback.
  • So, there are a number of ways of growing your fan base once your page has been established. 1. Organically – this is the slowly, slowly approach but the one that is more likely to leave you with a long term fan base. Fans will organically come to your page through interactions between their friends. As stated before this is primarily through comments and likes. Friends may also choose to post a link of your page. 2. Paid advertising on Facebook can be effective. In my experience it will guarantee likes on a page but it does come at a cost. The highly targeted nature of Facebook advertising does make it more possible to attract a specific audience. For example one can target: AgeLocationInterestsGender’Relationship3. The hardest to achieve is through the wow factor or by making it go viral. There is no set formula for how this can be done. *Hat story.
  • So, having identified the risks how to we actively engage? What can we do to avert a large scale social media disaster?
  • I’d now like to move onto social media risks. These risks are largely the same for individuals as they are for corporate entities or community organizations. Again, we will cover off some common themes especially around the content and engagement end.
  • Lets start a Facebook page. Lets start a Twitter account. Lets get on YouTube. LETS DO EVERYTHING!!!!!Map out your needs, understand what you want to communicate. How will it be resourced? Is there an existing person who could manage it? Will you need to bring someone in?
  • How will you measure what you are seeking to communicate?Without effectively measuring your social media messaging you may as well be shouting out into an empty space. There are many automated systems now available to measure social media. Many are good, some not so good but there is no substitute for actual human analysis. An actual person going through actual posts has a far greater ability to gauge tone and effectiveness. This is especially relevant in the world of memes and spoofs.
  • Again, this is linked back to the quest to rush into action without any real though to what you are actually going to say and to who. What sort of mechanisms will be put into place to govern posts that are on behalf of an organization? Messages should be pre-planned, to a degree, and match with existing communications strategies.
  • As I saw someone tweeting before – listen, engage, facilitate. Vital building blocks in long term social media success. Too often companies simply bombard users who mention their product or a product of a competitor. This is not engagement. This is harassment.
  • Obviously this is something that will not happen overnight but can happen regardless of your pitch or product. Anyone can have 5000 followers on Twitter of 5000 friends on Facebook. It is not hard with engaging, honest and meaningful content.
  • I’d like to cover off now some case studies that work and why I think they worked. You may be already familiar with the brands, the campaigns and even a social media critique. Hopefully I can add a new perspective for you here. Again, feel free to interrupt with a question or even if you disagree with a particular conclusion.
  • Now, I’d like to cover off some case studies that don’t work. I must admit I was spoilt for choice in this instance. At least here in Australia there a many many examples of social media disasters. The root cause of these which I will cover in depth is usually through a misunderstanding of the platforms or a campaign has been outsourced to an ad agency. Moreover, we will cover off some key themesDISHONESTY BORING LACK OF MONITORING FALIURE TO LISTEN THEN ENGAGE
  • Social media can and in most cases is a more effective public relations tool than any other communications tool available. Again, because it is authentic and organic. You don’t have to overtly advertise a product or service of company. There are many other options: Charity work?Employee activities? News and current affairs? Humor? Public service information?
  • For me this the most pertinent yet underutilised aspect of social media. It is one that companies could take up tomorrow with instance success and reward. How many people send letters or call up to complain? Venting is now done online. Not only can you vent with great effect but you can find other venters with similar experience. TELSTRA
  • Building a Facebook Community | Media140

    1. 1. How to build a Facebook community<br />Thomas Tudehope<br />Director, SR7<br /> | Twitter: @TommyTudehope | #media140<br />
    2. 2. Today <br />Social media trends<br />How to build a Facebook community. <br />Best and worse case examples.<br />First steps in social media. <br /> | Twitter: @TommyTudehope | #media140<br />
    3. 3. Background <br />SR7 – reputation and risk management <br />Press Secretary for Malcolm Turnbull <br />US Elections <br />Sky News <br />Not a GEEK<br /> | Twitter: @TommyTudehope | #media140<br />
    4. 4. Why Social Media Matters<br /><ul><li>If you’re not there someone else is.
    5. 5. Where the action is.
    6. 6. New consumers in new markets.
    7. 7. Mitigate the risk. </li></li></ul><li>Why social media?<br />Ten most popular sites on the web: <br />Facebook <br />YouTube<br />Google <br />GMAIL <br />Hotmail <br />Twitter<br />Tumblr<br />Yahoo<br />Skype <br />MSN<br /> | Twitter: @TommyTudehope | #media140<br />
    8. 8. It’s all about LOVE & TRUST<br /> | Twitter: @TommyTudehope | #media140<br />
    9. 9. Facebook… some statistics <br />500 million users worldwide. 10 million in Australia. <br />88% of people know about Facebook. <br />40% of users follow a brand. <br />40% login everyday. <br />Valued at $50 billion. <br /> | Twitter: @TommyTudehope | #media140<br />
    11. 11. Find your audience<br />Where are they and what are they saying. <br />If they are on Facebook, are they organized? <br />Do they have a page?<br />Who are the ringleaders? <br />
    12. 12. Understand your audience<br />How many? <br />What are they most concerned about? <br />What is the frequency of activity? <br />Emerging trends? <br />
    13. 13. Penetrate your audience<br />Participate as an interested party. <br />Identify and communicate with field leaders. <br />Make friends. <br />Contribute ideas. <br />
    14. 14. Establish a Facebook Page<br />Simplest and easiest way for a business to participate on Facebook. <br />Have a plan. <br />Use all the features on the page. <br />
    15. 15. Content<br />Still king on the interwebs.<br />Keep updates short and sharp. <br />Ensure the page has enough relevant information. <br />Regular, not spam. <br />
    16. 16. Messages<br />Facebook Pages and Groups allows you to mass communicate with your fans. <br />Your best fans are busy fans. Be sensitive about sending too many messages.<br />Make the message personal – and use your human voice, not “marketing-speak”.<br />Make each message count by making it about them – not your organization.<br />Always include a specific request for action that creates value for them.<br />
    17. 17. Encourage sharing <br />
    18. 18. Facilitate discussions<br />Keep conversations topical. <br />Avoid technical ‘know how’. <br />Pose questions. <br />
    19. 19. Update your status (often)<br /><ul><li>Short, simple and factual.
    20. 20. Update as often as possible.
    21. 21. Questions and answers. </li></li></ul><li>Measure and measure often <br />
    22. 22. Measure and measure often<br />
    23. 23. How to grow your fan base? <br />Organically <br />Paid advertising <br />WOW factor<br />
    24. 24. MyCammeray <br />Identified the audience as upwardly mobile, family orientated. <br />Used Facebook but not other social media. <br />Loved the area. <br />Shopping and a disposable income. <br />
    25. 25. MyCammeray Photo Competition <br />Build around the love of the area, photography and shopping centre. <br />Designed to build brand and community recognition. <br />Long term followers. <br />
    26. 26. MyCammeray Incentive<br />$2000 Camera. <br />Had to like the page. <br />Most votes for a photo would be eventual winner. <br />Viral. <br />
    27. 27. The MyCammeray Page<br />Simple. <br />Functional. <br />User friendly. <br />
    28. 28. HTML Landing Page<br />Highly customized. <br />Encouraged like. <br />Mini website. <br />Prominent. <br />
    29. 29. Results <br />4000 fans in 4 weeks. <br />Local press coverage. <br />Social media goodwill for the brand. <br />Lasting connection with fans. <br />
    30. 30. SOCIAL MEDIA ENGAGEMENT<br />GETTING THE MOST BANG FOR YOUR BUCK<br /> | Twitter: @TommyTudehope | #media140<br />
    31. 31. Maximising engagement -1 <br />Tone <br />The right tone is paramount to long term success on social media platforms. <br />Tailor your tone to your (target) audience. <br />Speak to people rather than at them, above them, or below them. <br />Simple conversational. <br />Genuine. <br /> | Twitter: @TommyTudehope | #media140<br />
    32. 32. Maximising Engagement - 2<br />Peer to peer<br />Build relationships with like minded users<br />Join groups<br />Become known to “field leaders” <br />Supporting not raiding<br /> | Twitter: @TommyTudehope | #media140<br />
    33. 33. Social Media Engagement - 3<br />Play by the rules<br />External <br />Too much broadcast<br />Online etiquette <br />Internal <br />Set effective parameters for staff utilising social networks.<br /> | Twitter: @TommyTudehope | #media140<br />
    34. 34. Maximising Engagement - 4<br />Getting the balance right; <br />Broadcast<br />Social search. Going to lunch what should I have? <br />Distribution of external links.<br />Conversation. <br /> | Twitter: @TommyTudehope | #media140<br />
    35. 35. Maximising Engagement – 5 <br />Control your message<br />Consistency of message. <br />Staff limitations – restrict multiple authors. <br />Track the time of day you see maximum engagement and adjust flow accordingly. <br /> | Twitter: @TommyTudehope | #media140<br />
    36. 36. Maximising Engagement - 6<br />Use existing platforms:<br />I didn’t know you were on Twitter…<br />Ensure your existing comms tools are pointing towards your online presence – dockets, letters etc. <br />Website, email. <br /> | Twitter: @TommyTudehope | #media140<br />
    37. 37. How to measure engagement<br />Reach – how many people saw your activity<br />Exposure – how many people read conversations<br />Sentiment – how (un)popular was your message. <br />Measurement aids long term success. If its not working change it. If it is enhance it. You cant improve what you don’t measure.<br /> | Twitter: @TommyTudehope | #media140<br />
    38. 38. MANAGING YOUR COMMUNITY <br />WHAT CAN GO WRONG AND WHY<br /> | Twitter: @TommyTudehope | #media140<br />
    39. 39. Social Media Risk - 1 <br />Rushing into action<br />Hasty decisions and knee jerk reactions. <br />One-off approach. <br />Focus on the wrong platforms. <br />Misunderstanding the requirements and recourses. <br /> | Twitter: @TommyTudehope | #media140<br />
    40. 40. Social Media Risk - 2<br />Measurement <br />Defined measurable objectives. <br />Metrics that link to those objectives. <br />Having the right tools. <br />Methodology to calculate ROI. <br /> | Twitter: @TommyTudehope | #media140<br />
    41. 41. Social Media Risk - 3<br />Content <br />Can often be an afterthought. <br />Requires <br />Planning<br />Approval <br />Guidelines <br />Formatting. <br /> | Twitter: @TommyTudehope | #media140<br />
    42. 42. Social Media Risk 4<br />Failure to engage<br />About listening and interacting, not shouting. <br />Hurdles to good engagement: <br />Interesting content. <br />Self focused content. <br />Too much self promotion. <br /> | Twitter: @TommyTudehope | #media140<br />
    43. 43. Social Media Risk 5 <br />Limited reach <br />Need a large audience. <br />Build over time. <br />Without reach there is no ROI. <br /> | Twitter: @TommyTudehope | #media140<br />
    44. 44. How to handle dissent<br />Be responsive – take it on board.<br />Create an online culture where dissent becomes a rarity.<br />Cushion dissenting remarks with supportive, constructive feedback. <br /> | Twitter: @TommyTudehope | #media140<br />
    45. 45. CASE STUDIES THAT WORK<br /> | Twitter: @TommyTudehope | #media140<br />
    46. 46. Queensland Police<br /> | Twitter: @TommyTudehope | #media140<br /><ul><li>How to manage social media in a crisis.
    47. 47. Mainstream media relied on social media for breaking news.
    48. 48. Quashed rumours and misinformation.
    49. 49. Regularly updated and maintained. </li></li></ul><li>NAB<br />Innovative for the industry. <br />Right tone and language. <br />Newsworthy.<br />Failed to capitalise. <br /> | Twitter: @TommyTudehope | #media140<br />
    50. 50. Twitter – Westfield UK <br /><ul><li>Competitions
    51. 51. Informative
    52. 52. Engagement
    53. 53. Branding</li></ul> | Twitter: @TommyTudehope | #media140<br />
    54. 54. Facebook – Ikea <br />Innovative<br />Allowed personalisation and ownership<br />Tangible benefit<br /> | Twitter: @TommyTudehope | #media140<br />
    55. 55. YouTube – Witchery Man<br />The hook – a model poses a love struck young woman, posts a video on YouTube about a man she met in a café claiming to have his jacket that he left behind. <br />Immediate brand recognition undone by dishonesty. <br /> | Twitter: @TommyTudehope | #media140<br />
    56. 56. A Whopper Facebook Sacrifice<br />Hook – Hungry Jacks asked Facebook users to delete 10 friends to receive a free burger. Application was so successful it had to disabled.<br />Tapped into a sentiment that users could resonate with. <br /> | Twitter: @TommyTudehope | #media140<br />
    57. 57. CASE STUDIES THAT DON’T WORK<br /> | Twitter: @TommyTudehope | #media140<br />
    58. 58. Gerry Harvey’s Online Tax <br />Sought to preach to an online audience without any online presence.<br />Campaign was all offline and nothing online. <br />No understanding of users or space. <br /> | Twitter: @TommyTudehope | #media140<br />
    59. 59. Australian Defence Force<br />No culture of online responsibility. <br />No education or training for social media. <br />No presence. <br />No ongoing monitoring. <br /> | Twitter: @TommyTudehope | #media140<br />
    60. 60. Qantas <br />No presence on Twitter. <br />Crisis broke online, offline response could not mitigate virality of online misinformation.<br />Share price dropped. <br /> | Twitter: @TommyTudehope | #media140<br />
    61. 61. Commonwealth Bank <br />Attempted to govern social media usage through banning it. <br />Immediate and severe criticism from many sectors. <br />Sends wrong message. <br />Employees as champions. <br /> | Twitter: @TommyTudehope | #media140<br />
    62. 62. Twitter - BigPond<br />Jumped into the medium without knowing what to do. <br />Wrong tone and language. <br />Didn’t handle criticism well. <br />Took people off the medium. <br /> | Twitter: @TommyTudehope | #media140<br />
    63. 63. Twitter – Coles <br />Ran multiple competitions on twitter.<br />Built a sizeable database of people. <br />New Twitter account <br />No link on their website. <br /> | Twitter: @TommyTudehope | #media140<br />
    64. 64. FIVE WAYS YOUR BUSINESS COULD USE SOCIAL MEDIA<br /> | Twitter: @TommyTudehope | #media140<br />
    65. 65. 1. Public Relations <br />New and unique opportunity to deliver a message en-masse. <br />Interactive. <br />Audience reach.<br />Low cost. <br />Buy in from employees. <br /> | Twitter: @TommyTudehope | #media140<br />
    66. 66. 2. Customer Support/Management<br />Human interaction that is personal and direct. <br />Social media is the new talk-back radio.<br />Real time. <br /> | Twitter: @TommyTudehope | #media140<br />
    67. 67. 3. Research <br />Access to thousands of supporters and consumers who can provide direct and instantaneous feedback.<br />Social media users give away more personal data than all other users. <br />What are consumers saying about you and or your competitors. <br /> | Twitter: @TommyTudehope | #media140<br />
    68. 68. 4. Sales <br />New avenue to target consumers in new markets. <br />Enhance and existing experience. <br />Leverage existing online sale points.<br />Consumer data. <br /> | Twitter: @TommyTudehope | #media140<br />
    69. 69. 5. Crisis Management<br />How would you respond to a social media crisis tomorrow? <br />Could you correct the record? <br />Could you interact with journalists online? <br />Could you recall a product?<br /> | Twitter: @TommyTudehope | #media140<br />
    70. 70. FIRST STEPS IN SOCIAL MEDIA?<br /> | Twitter: @TommyTudehope | #media140<br />
    71. 71. Audit your assets<br />Undertaking an audit of your social media assets is the first and best step towards social media engagement. <br />What are people saying about your brand online. <br />What are your employees saying online. <br /> | Twitter: @TommyTudehope | #media140<br />
    72. 72. Develop a presence<br />Start an account on Facebook, Twitter, YouTube or even a blog. <br />Start a conversation or join an existing one. <br />Find some friends. <br /> | Twitter: @TommyTudehope | #media140<br />
    73. 73. QUESTIONS…<br /> | Twitter: @TommyTudehope | #media140<br />