This document discusses best practices for managing brand communities on Facebook. It notes that 8 million Italians relate to brand communities on Facebook, with 1.5 million visiting daily. 57% of Facebook users in Italy are fans of at least one brand page, with an average of 40 pages per user. However, only 0.5% of fans typically talk about a brand on Facebook. The document encourages brands to be part of what interests people rather than focusing solely on positioning. It provides tips for brands to define objectives, understand their target audience, think like a publisher in planning, improvising and managing content, and to measure key metrics like fan growth, engagement rates and sentiment.

1. Ges$re
le
community
su
Facebook
Cosa,
quando
e
come
dirlo

2. BRAND
COMMUNITY
Sono
ben
8
milioni
gli
italiani
che
si
relazionano
con
le
community
legate
a
brand
o
aziende
e
1
milione
e
mezzo
di
loro
vi
fa
visita
quo$dianamente.
Il
57%
degli
uten.
Facebook
(più
di
23
milioni
in
Italia
–
socialbakers.com/Marzo
‘13)
è
fan
di
almeno
una
fanpage
di
un
brand,
con
un
numero
medio
di
40
fanpage
per
ogni
utente.

5. 0,5%
propor>on
of
fans
talking
about
a
brand
on
Facebook

6. People
don’t
have
a
rela>onship
with
your
brand
The
big
majority
of
consumers…have
mul>ple
partners
72%
of
Pepsi
Drinker
also
like
Coca-­‐Cola

7. SO…WHAT?

8. SO
WHAT?
This
must
not
depress
or
surprise
but
INSPIRE
us
FOR
OUR
MISSION

9. WHAT
MISSION?
BE
A
PART
OF
WHAT
PEOPLE
ARE
INTERESTED
IN

10. …IT
ALSO
MEANS:
GIVE
MORE
THAN
YOU
TAKE

11. ..AND:
TAKE
A
POSITION,
NOT
ONLY
«A
POSITIONING»

12. JUST
MOVE
ME,
DUDE
(Dan
Wieden)

13. DRAW
YOUR
ROADMAP
1.
Defining
a
REASON
WHY

14. 1.
Defining
a
REASON
WHY
WHY
HOW
WHAT

15. DRAW
YOUR
ROADMAP
1.
Defining
Your
OBJECTIVES
2.
Defining
your
LANDSCAPES

16. 5
2.
Defining
your
landscapes
KILLER
QUESTIONS
1. What
is
your
strategic
business
objec>ve?
2. What
are
the
challenges
in
your
category?
3. What
do
you
want
to
be
known
for?
4. Who
are
you
targe>ng?
5. What
is
the
compe>>on
doing?

17. DRAW
YOUR
ROADMAP
1.
Defining
Your
OBJECTIVES
2.
Defining
your
LANDSCAPES
3.
Understanding
Your
TARGET

18. 3.
Knowing
your
target
From
knowing
…to
knowing
your
yourself…
audience
BRAND
TARGET
The
real
story
is
in
the
middle.

19. DRAW
YOUR
ROADMAP
1.
Defining
Your
OBJECTIVES
2.
Defining
your
LANDSCAPES
3.
Understanding
Your
TARGET
4.
Thinking
like
a
PUBLISHER

20. 4.
Think
like
a
publisher
PLAN

21. PLAN
content
calendar

22. 4.
Think
like
a
publisher
PLAN
IMPROVISE

23. IMPROVISE

24. IMPROVISE

25. 4.
Think
like
a
publisher
PLAN
IMPROVISE
MANAGE

26. MANAGE
NETIQUETTE
ISSUE
MANAGEMENT
TOOLS
Q&A
BLOCKLIST
TEAM/FLOW
DEFINITION

27. DRAW
YOUR
ROADMAP
1.
Defining
Your
OBJECTIVES
2.
Defining
your
LANDSCAPES
3.
Understanding
Your
TARGET
4.
Thinking
like
a
PUBLISHER
5.
Being
MEASURABLE

28. MANAGE
NUMBER
OF
FANS
/
FANS
GROWTH
ENGAGEMENT
RATE
(Interac>ons
/
Total
Reach)
SENTIMENT

29. TO
SUM
UP
ACCEPT
PREPARE
THE
YOURSELF
ENJOY!
CHALLENGE
..and
keep
yourself
updated!

30. Ges$re
le
community
su
Facebook
Cosa,
quando
e
come
dirlo