Special webinar presented on August, 14, 2012

1. Is Your Facebook
Page High-Holiday
Ready?
Presented by:
August 14, 2012

2. About Debra Askanase

3. Today’s discussion
Know the conversation
Tell your story through content
Practice real engagement to develop your
community
Move people to action
Let the data lead

4. Conversation
subject?
What is your conversation about?

5. Align goals with conversation
Diagram courtesy of
Darim Online

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. Tell your story through content
- Plot out engagement
- Think about necessary
design assets
- Plan content assets
- Create a content
calendar
http://www.flickr.com/photos/venosdale/5974664030/sizes/l/in/photostream/

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. 8 ways to use Facebook to tell your
story (continue “the conversation”)

10. 1. Tell your story from the cover photo

11. 2. Highlighted posts

12. 3. Pinned
posts

13. 4. Timeline storytelling

14. 5. Conversation-
supporting
content

16. …and allow
room for fans
tell your
story, too

17. 6. Photo albums for storytelling

18. 7. Repost and highlight content others post

19. 8. Cross-channel sourcing

20. Sourcing content to and from FB

21. Pull it all together with a content calendar

22. Practice real engagement
Move to
Action
Creates
Trust
Social Media
Engage

23. Organizations can leverage trust and reciprocity to
strengthen relationship ties
*You will see more
engagement if your
organization is personal
http://www.flickr.com/photos/57038784@N00/2215481444/

24. 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

25. Trust > authenticity, transparency

26. Be the person behind the logo

28. Reciprocity > co-creation

30. Engage with personal touches
Send personal messages through FB to fans that post
and thank them
Post messages from your organization on their
Facebook Pages
Create groups
Don’t be afraid to become FB friends with some of
your best fans
Always be commenting – answer every one!

31. Ladder of Engagement
External
Internal leaders
Superfans social
Fans media
leaders
Bring in new fans and build content

32. 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

33. FB Group for sourcing campaign content

34. Content alchemy
Include community
Assess what Optimize that
in content
content resonates content and deepen
development as
with your follower
contributors and
community engagement
curators
Research to find Deepen Move to action
out what engagement, cre (community
engages ate trust organizing)

35. Content is for building community
http://www.flickr.com/photos/bucher/516614692/sizes/z/in/photostream/

36. (A note about barriers to engagement)
Multi-level approvals
Inability to respond quickly
Talking logos
Not knowing what fans want
Not delivering value
One-way conversations
No entry paths to participation

37. Move people to action
What actions do you want fans to take?

38. Reciprocity > Move to action

39. Reciprocity > Move to action

40. Online/Offline
http://www.causes.com/causes/601441-support-sar-academy/actions/1367612

41. Move to action> HHD
What action(s) related to the High Holidays can
you ask people to share on their Facebook
Pages?
How would you take this opportunity to deepen
commitment to the synagogue, or to HHD
services?

42. Let the data lead

43. 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?

44. 6 ideas for optimizing your Facebook
presence before R”H
1. 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.

45. 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

46. 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

47. Bonus content: Groups vs. Pages

48. FB Groups are great for creating trust and
showing authenticity