Building Communities in Facebook


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A practical presentation on Facebook Fan pages and steps on how to grow a conmmunity of fans for your brand or organisation.

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Building Communities in Facebook

  1. 1. Building Communities in Facebook<br />A presentation by Matthew Gain<br />WEBER SHANDWICK<br />
  2. 2. Who am I?<br />Matthew Gain<br />Twitter - @matthewgain<br />Blog –<br />Email –<br />2<br />
  3. 3. Overview of what will be covered<br /> Facebook stats and facts<br />What is a Facebook Page<br />Developing a strategy to grow a Facebook community<br /> Preparation and objective setting<br /> Engaging your fans<br /> Integrating into your marketing mix<br /> Measurement<br /> No nos<br />3<br />
  4. 4. Facebook Growth Stats<br />4th largest country in the world<br />4<br />
  5. 5. Australian specific stats<br />9 million Australians regularly interacting with social media<br />Facebook the most popular social networking destination for 83% of Australian engaged with social networking<br />75% of Australian with internet access have visited Facebook<br />The average Australian user spends 8 hours per month<br />5<br />Source: Nielsen<br />
  6. 6. Not just young people <br />There are more than half a million people over the age of 55 on Facebook<br />6<br />
  7. 7. What is a Facebook Page?<br />
  8. 8. What is a Facebook Fan page?<br />8<br /><ul><li>A Facebook page is a public profile for a brand
  9. 9. A Facebook page generates fans, not friends
  10. 10. Facebook page updates are sent to fans’ newsfeeds
  11. 11. A Facebook page creates an environment for two way discussion</li></li></ul><li>Facebook Page Features - Wall<br />9<br />WALL<br /><ul><li>Primary platform forongoing communicationwith your fans
  12. 12. Fans can comment/like posts
  13. 13. Unless turned off, fans can post to the wall
  14. 14. Only comments made bypage admins will be sent to fans’ newsfeeds</li></li></ul><li>Facebook Page Features – Info tab<br />10<br />INFO TAB<br /><ul><li>Provide background information about your brand
  15. 15. Provide links to your website and other social networking platforms</li></li></ul><li>Facebook Page Features – Applications<br />11<br />APPLICATIONS<br /><ul><li>Allow you to create a fully customisable tab within your Facebook page
  16. 16. Run competitions,giveaways and quizzes
  17. 17. Are a good driver of page interaction and fan recruitment</li></li></ul><li>Additional Facebook tab options<br />Other tab features include:<br />Photos – upload photos that represent your brand or campaigns<br />Videos – upload relevant video content <br />Notes – import an RSS feed from your blog or Twitter feed<br />Discussions – host forum like discussions<br />12<br />
  18. 18. Planning and integrating Facebook into your strategy<br />
  19. 19. Strategy for building your community<br />14<br />Building your community<br />Synchronising with campaigns <br />Measuring success<br />Preparation and objectives<br />
  20. 20. Preparation and planning<br />Things to consider before you start out:<br />Facebook is a long term bet for your brand:<br />Website rather than microsite mindset<br />Roles and responsibilities<br />Designate a community manager <br />Create an issue escalation procedure<br />Q&A preparation <br />Brainstorm and prepare responses for potential questions<br />Agree who will respond to questions<br />Develop a content strategy<br />Think like a media outlet – less like a marketeer<br />Pre-plan what content and updates you will be making<br />Identify your tone of voice<br />Leave room for spontaneous and reactive updates<br />15<br />
  21. 21. Engaging your fans<br />16<br />
  22. 22. Identify existing communities<br />Identify existing communities where potential fans could be recruited<br />Is it an option to partner with an already established and engaged community?<br />What value can you provide to existing advocates?<br />17<br />
  23. 23. Drive traffic from your existing properties<br />Utilise your other customer touch points to drive traffic:<br />Add a link to your website<br />Drive traffic from your other social media platforms:<br />Blog<br />Twitter<br />Youtube<br />Include a URL in advertising creative<br />Include in customer newsletters or CRM communication<br />Include on customer receipts<br />Include on product packaging <br />18<br />
  24. 24. Utilise Facebook advertising<br />19<br />Benefits:<br />Highly targeted<br />Does not require a large investment<br />Can set up yourself<br />High effective<br />
  25. 25. Integrating campaigns<br />
  26. 26. Applications<br />21<br />Benefits of utilising an application:<br /><ul><li>Fully customisable
  27. 27. Run competitions and giveaways
  28. 28. Populates users news feeds
  29. 29. Can increases fan numbers
  30. 30. Heightened engagement
  31. 31. Viral potential</li></li></ul><li>Integrate your other channels<br />Connect and share content from your other social media channels and elsewhere:<br />22<br /><ul><li>Blog
  32. 32. Positive media coverage
  33. 33. YouTube
  34. 34. Flickr
  35. 35. Twitter</li></ul>BLOG<br />
  36. 36. Leverage offline activity <br />Leverage real world events to drive participation<br />Remember the online world is populated by people that live in the offline world<br />23<br />
  37. 37. Offer vouchers and offers<br />Reward fans with discounts and vouchers<br />24<br />
  38. 38. Measurement<br />
  39. 39. Ways to measure<br />Fan base:<br />Number of fans<br />Growth in fan base<br />Interaction:<br />Number of comments/likes<br />Shares of your content<br />Interaction with apps<br />Entries to competitions<br />26<br /><ul><li>Tone:
  40. 40. Positive/negative comments
  41. 41. Offline activity:
  42. 42. Voucher take up
  43. 43. Retail footfall</li></li></ul><li>No nos<br />Don’t create and then abandon<br />Not a push environment<br />Do not delete comments, rather engage and address<br />Don’t spam your fans – manage your content distribution<br />Don’t alienate existing communities, rather embrace and work together<br />Don’t be nasty<br />27<br />
  44. 44. Q&A?<br />Matthew Gain<br />Twitter - @matthewgain<br />Blog –<br />Email –<br />28<br />