Is Your FacebookPage High-Holiday      Ready?   Presented by:                    August 14, 2012
About Debra Askanase
Today’s discussion          Know the conversation     Tell your story through contentPractice real engagement to develop y...
Conversation                      subject?What is your conversation about?
Align goals with conversation                        Diagram courtesy of                           Darim Online
Define the conversation…and content               follows What is it that your fans care about most? Will it move them to ...
Tell your story through content                                                            - Plot out engagement          ...
Consider the medium: what can     you do with Facebook itself?•   Types of conversations•   Types of content•   Interviews...
8 ways to use Facebook to tell yourstory (continue “the conversation”)
1. Tell your story from the cover photo
2. Highlighted posts
3. Pinned  posts
4. Timeline storytelling
5. Conversation-   supporting    content
…and allowroom for fans   tell your  story, too
6. Photo albums for storytelling
7. Repost and highlight content others post
8. Cross-channel sourcing
Sourcing content to and from FB
Pull it all together with a content calendar
Practice real engagement                                          Move to                                                 ...
Organizations can leverage trust and reciprocity to               strengthen relationship ties       *You will see more   ...
Use relationship ties to foster real           engagement    Trust:                       Time:    intimacy, mutual       ...
Trust > authenticity, transparency
Be the person behind the logo
Reciprocity > co-creation
Engage with personal touchesSend personal messages through FB to fans that postand thank themPost messages from your organ...
Ladder of Engagement                                                   External                                        Int...
Optimized content: contributors building            your community• Identify your most frequent commenters and  engagers a...
FB Group for sourcing campaign content
Content alchemy                                             Include community  Assess what              Optimize that     ...
Content is for building community         http://www.flickr.com/photos/bucher/516614692/sizes/z/in/photostream/
(A note about barriers to engagement)Multi-level approvalsInability to respond quicklyTalking logosNot knowing what fans w...
Move people to actionWhat actions do you want fans to take?
Reciprocity > Move to action
Reciprocity > Move to action
Online/Offlinehttp://www.causes.com/causes/601441-support-sar-academy/actions/1367612
Move to action> HHDWhat action(s) related to the High Holidays canyou ask people to share on their FacebookPages?How would...
Let the data lead
The engaging content development cycle    Define            Develop         Post to  your goals        content and    soci...
6 ideas for optimizing your Facebook            presence before R”H1. Name three types of content people love FB now on yo...
Special Offer! Private 1-hour Facebook coaching session with Debra Askanase• Self-evaluation form prior to coaching sessio...
I’m always happy to answer follow-up             questions!             Debra Askanase          Engagement Strategist     ...
Bonus content: Groups vs. Pages
FB Groups are great for creating trust and         showing authenticity
Is Your Facebook Page High Holiday Ready with Debra Askanase
Is Your Facebook Page High Holiday Ready with Debra Askanase
Is Your Facebook Page High Holiday Ready with Debra Askanase
Upcoming SlideShare
Loading in …5
×

Is Your Facebook Page High Holiday Ready with Debra Askanase

310 views

Published on

Special webinar presented on August, 14, 2012

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Is Your Facebook Page High Holiday Ready with Debra Askanase

  1. 1. Is Your FacebookPage High-Holiday Ready? Presented by: August 14, 2012
  2. 2. About Debra Askanase
  3. 3. Today’s discussion Know the conversation Tell your story through contentPractice real engagement to develop your community Move people to action Let the data lead
  4. 4. Conversation subject?What is your conversation about?
  5. 5. Align goals with conversation Diagram courtesy of Darim Online
  6. 6. Define the conversation…and content follows What is it that your fans care about most? Will it move them to action? ----------------------------------------------------------------------- • What content supports the conversation? • What content will develop your online community? • What can the community create for your content? (Collaborate and empower) • What added value will this content offer? • What does the medium dictate: what can you do using Facebook itself?
  7. 7. Tell your story through content - Plot out engagement - Think about necessary design assets - Plan content assets - Create a content calendarhttp://www.flickr.com/photos/venosdale/5974664030/sizes/l/in/photostream/
  8. 8. Consider the medium: what can you do with Facebook itself?• Types of conversations• Types of content• Interviews• Video• Special offers• Information• Highlighted stories• Pinned stories
  9. 9. 8 ways to use Facebook to tell yourstory (continue “the conversation”)
  10. 10. 1. Tell your story from the cover photo
  11. 11. 2. Highlighted posts
  12. 12. 3. Pinned posts
  13. 13. 4. Timeline storytelling
  14. 14. 5. Conversation- supporting content
  15. 15. …and allowroom for fans tell your story, too
  16. 16. 6. Photo albums for storytelling
  17. 17. 7. Repost and highlight content others post
  18. 18. 8. Cross-channel sourcing
  19. 19. Sourcing content to and from FB
  20. 20. Pull it all together with a content calendar
  21. 21. Practice real engagement Move to Action Creates TrustSocial Media Engage
  22. 22. Organizations can leverage trust and reciprocity to strengthen relationship ties *You will see more engagement if your organization is personalhttp://www.flickr.com/photos/57038784@N00/2215481444/
  23. 23. Use relationship ties to foster real engagement Trust: Time: intimacy, mutual Amount of time spent confiding together Reciprocity: Intensity: amount of Emotional intensity, reciprocal services sense of closeness You can leverage these two components organizationally
  24. 24. Trust > authenticity, transparency
  25. 25. Be the person behind the logo
  26. 26. Reciprocity > co-creation
  27. 27. Engage with personal touchesSend personal messages through FB to fans that postand thank themPost messages from your organization on theirFacebook PagesCreate groupsDon’t be afraid to become FB friends with some ofyour best fansAlways be commenting – answer every one!
  28. 28. Ladder of Engagement External Internal leaders Superfans socialFans media leaders Bring in new fans and build content
  29. 29. Optimized content: contributors building your community• Identify your most frequent commenters and engagers and invite them into a content-building “secret” Facebook Group to discuss and develop community-based content for the page• DM or Message fans and ask them to contribute content• Hold a contest for best content about…• Ask for videos to upload• Hold a weekly content contribution theme
  30. 30. FB Group for sourcing campaign content
  31. 31. Content alchemy Include community Assess what Optimize that in contentcontent resonates content and deepen development as with your follower contributors and community engagement curatorsResearch to find Deepen Move to action out what engagement, cre (community engages ate trust organizing)
  32. 32. Content is for building community http://www.flickr.com/photos/bucher/516614692/sizes/z/in/photostream/
  33. 33. (A note about barriers to engagement)Multi-level approvalsInability to respond quicklyTalking logosNot knowing what fans wantNot delivering valueOne-way conversationsNo entry paths to participation
  34. 34. Move people to actionWhat actions do you want fans to take?
  35. 35. Reciprocity > Move to action
  36. 36. Reciprocity > Move to action
  37. 37. Online/Offlinehttp://www.causes.com/causes/601441-support-sar-academy/actions/1367612
  38. 38. Move to action> HHDWhat action(s) related to the High Holidays canyou ask people to share on their FacebookPages?How would you take this opportunity to deepencommitment to the synagogue, or to HHDservices?
  39. 39. Let the data lead
  40. 40. The engaging content development cycle Define Develop Post to your goals content and social media data points channels What content Measure key does not data points engage? against goals Optimize that What content content! engages?
  41. 41. 6 ideas for optimizing your Facebook presence before R”H1. Name three types of content people love FB now on your page. 2. Identify the conversation your fans want to have. 3. Create a content calendar to support the conversation. 4. Use photos, highlighted, and pinned posts strategically. 5. Identify your superfans and bring them inside the planning. 6. Focus on one High Holiday “ask” and test it.
  42. 42. Special Offer! Private 1-hour Facebook coaching session with Debra Askanase• Self-evaluation form prior to coaching session• During session we will: – Review current activities and strategy in detail – Assess effectiveness of your current engagement strategy – Offer ideas and strategies to help you achieve your Facebook goals – Define next steps for your Facebook strategy and activities
  43. 43. I’m always happy to answer follow-up questions! Debra Askanase Engagement Strategist debra@communityorganizer20.com Twitter: @askdebra Linkedin: www.linkedin.com/in/debraaskanase Slideshare: www.slideshare.net/debask Google Plus: http://gplus.to/askdebra
  44. 44. Bonus content: Groups vs. Pages
  45. 45. FB Groups are great for creating trust and showing authenticity

×