Magen David: http://www.flickr.com/photos/jewishagencyforisrael/5400693910/in/photostream/Group of 3: http://www.flickr.com/photos/7681361@N04/4808931328/Israeli flag girls: http://www.flickr.com/photos/33865995@N02/5400098321/Blessing of bar mitzvah boy: http://www.flickr.com/photos/n0thing/97969234/in/photostream/
A is the org goals. B is what the audience is interested in (or their goals, needs, etc.) What's in the middle is generally where THE conversation topic is going to be.
The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties. He identified four different components of tie strength. Time, Intensity, Trust, Reciprocity of four components.Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.
The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties. He identified four different components of tie strength. Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.Further reading: http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024
Let them help you by letting them help other customers and reward them properly. This will create a cycle of reciprocity can sustain itself. Aside from the added benefit of reducing support cost, implementing a co-creation strategy is one of is the most effective way to increase reciprocity between your brand and your customers.
SAR video and avi chai match campaign – didn’t just ask for $, were very social and friendly about it (biggest fundraiser on causes’ class got an ice cream party, kids with ipads at dropoff and pickup, tried F2F, but not only online…) Won a $25K award for innovation in fundraiser. Then got a donor who would give if every single alum gave, and they met the goal, excuse to have a convo with alumni.
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
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 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?
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/
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
8 ways to use Facebook to tell yourstory (continue “the conversation”)
Practice real engagement Move to Action Creates TrustSocial Media Engage
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/
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
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!
Ladder of Engagement External Internal leaders Superfans socialFans media leaders Bring in new fans and build content
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
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)
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 wantNot delivering valueOne-way conversationsNo entry paths to participation
Move people to actionWhat actions do you want fans to take?
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?
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?
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.
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