SlideShare a Scribd company logo
How to get Facebook Groups
working for your business
Marie Page //
The Digiterati & The Digiterati Academy
Slideshare.net/thedigiterati
@marie_page
Organic reach is
falling
Engagement is
falling
•News Feed focus on person-to-person
engagement
•Push to Facebook Stories
•Emphasis on (private) messaging
•Push on building communities via Groups
@marie_page · thedigiterati.com · digiterati-academy.com
New mission
statement
“Give people the power
to build community and
bring the world closer
together””
@marie_page · thedigiterati.com · digiterati-academy.com
“Groups are at the heart of the experience”
Mark Zuckerberg, Keynote Address F8, 2019
@marie_page · thedigiterati.com · digiterati-academy.com
Great reach
78% of members viewed, posted, commented on
or reacted to Group content
Brilliant engagement
@marie_page · thedigiterati.com · digiterati-academy.com
Only x1 of the Top
Posts from the last
month is by an
Admin
@marie_page · thedigiterati.com · digiterati-academy.com
New tools for Groups
• Group admin tool
• Health support Groups – ask
admins to post for you
• Job Groups – template for jobs
• Gaming Groups - chat feature
• Buy and Sell Groups - Questions
and orders
•Mentorship for peer support
•Units for social learning
•Watch Party for Groups
@marie_page · thedigiterati.com · digiterati-academy.com
•Ads pixel for Groups - understand how
Group members engage with websites
•Page mark-up for posts
@marie_page · thedigiterati.com · digiterati-academy.com
Groups pack more punch than Pages
• Beat the algorithm
• Higher engagement
• Members can start conversations just like admins
• Groups feel more intimate and fuel more conversations
• Content tends to last longer on News Feed
@marie_page · thedigiterati.com · digiterati-academy.com
But can Groups work for commercial brands?
@marie_page · thedigiterati.com · digiterati-academy.com
Paradigm shift
See it as sponsorship?
@marie_page · thedigiterati.com · digiterati-academy.com
@marie_page · thedigiterati.com · digiterati-academy.com
What you can do in a Group as a business
@marie_page · thedigiterati.com · digiterati-academy.com
Grow a
brand
community
Big Little Lies (from HBO)
• 43,000 members
Grow a
brand
community
Connect with customers
Connect customers with each other
@marie_page · thedigiterati.com · digiterati-academy.com
Customer service
and product
promotion
where customers
do half the work
for you
Give a
sense of
exclusiveness
@marie_page · thedigiterati.com · digiterati-academy.com
Thrive Market Insiders
Deep dive
into subjects
@marie_page · thedigiterati.com · digiterati-academy.com
Instant Pot
@marie_page · thedigiterati.com · digiterati-academy.com
PostThis (from The Washington Post)
@marie_page · thedigiterati.com · digiterati-academy.com
Breaking News (from Manchester Evening News)
@marie_page · thedigiterati.com · digiterati-academy.com
@marie_page · thedigiterati.com · digiterati-academy.com
Customers
will answer
questions
for you
Discover
(and address)
your customer
pain points
@marie_page · thedigiterati.com · digiterati-academy.com
Kajabi Member Community
Testing
ground for
new ideas
@marie_page · thedigiterati.com · digiterati-academy.com
Hill City Wear Testers (from Gap)
@marie_page · thedigiterati.com · digiterati-academy.com
Develop
brand ambassadors
Customer advocacy
@marie_page · thedigiterati.com · digiterati-academy.com
Build trust,
empathy,
loyalty
@marie_page · thedigiterati.com · digiterati-academy.com
Position you
as an expert
@marie_page · thedigiterati.com · digiterati-academy.com
Small businesses growing through Groups
Grown and Flown
Data capture new members
@marie_page · thedigiterati.com · digiterati-academy.com
Find out more about
customers
through screening
questions and
conversation threads
Peleton
• 180,000 members
Entrepreneurs leading the way
www.FreeDigiStuff.com
thedigiterati.com
digiterati-academy.com

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How to get Facebook Groups Working for Your Business | Marie Page BrightonSEO

Editor's Notes

  1. Hi I’m Marie Page I’m a co-founder of The Digiterati and the Digiterati Academy. We provide digital and social media marketing consultancy and training. I’m the resident Facebook afficionado I truly believe that Facebook Groups can work in the commercial world and not just for community groups or for those with special interests. So let’s get on with it
  2. Founder of Social Media Examiner Michael Stelzner agrees with me In fact he might as well have stolen my talk
  3. Facebook is a bit crap nowadays isn’t it? All those privacy scandals A news feed full of ads no one wants to see And it’s seen as a bit crap both for users and for businesses.
  4. In 2018, Facebook switched up the algorithm in an attempt to “fix” the News Feed by promoting more posts from family and friends and demoting content from Pages
  5. Organic reach is falling Average reach is currently around 7% but some Pages see it much lower than that, https://locowise.com/blog/facebook-january-2018-edition
  6. Engagement is also falling The median engagement rate for Page posts is just 0.09%. On Instagram it is 1.6% [Every industry saw a dramatic decline in Facebook engagement rate last year, and for many, that meant less than half than the previous year’s engagement. Industry study of 1,800 companies from Rival HQ] https://www.rivaliq.com/blog/2019-social-media-benchmark-report/
  7. So what is Facebook doing to address it’s apparent death?
  8. The new mission statement aims to “Give people the power to build community and bring the world closer together” That mission statement, to my mind, puts Groups, which are so good at building community, at the heart of Facebook’s efforts
  9. “Groups are at the heart of the experience” Mark Zuckerberg, Keynote Address F8, 2019
  10. You can now finally link your Page to a Group And link Groups to Groups
  11. You can now join Groups as a Page And post as the Page in a Group This is great for Groups that need to protect the identity of Admins, for instance when dealing with vulnerable people and also for some brands
  12. And it is not just me that has woken up to Facebook Groups. Groups are increasingly being recognised as rising stars by the marketing media. Groups are one way brands can still get in front of their audiences beyond paid social campaigns.  And we’ll have a look at a few commercial examples in a bit But for now let’s consider what other benefits Groups have https://marketingland.com/why-businesses-are-relying-on-facebook-groups-to-build-engaged-audiences-252276 [Facebook] is continuing to build out its Groups platform in an attempt to convince brands and advertisers that Groups are worth their time and effort. https://marketingland.com/facebook-opens-up-its-ads-pixel-to-a-limited-number-of-groups-247021
  13. Reach is soooo much better In any given month in my Groups I am seeing top performing posts getting reach of up to 50% You’ll never get that level of reach in a Page now unless the content is super viral or you are paying to boost it
  14. To get those reach figures I use the Active Members metric Active members are members that viewed, posted, commented on or reacted to content in a Group You can see for this Group 78% of members viewed, posted, commented on or reacted to Group content during the period examined
  15. Engagement is through the roof in comparison to the equivalent Page. The News Feed algorithm loves that active engagement which further pushes reach. And the engagement tends to be conversational and peer-to-peer which the algorithm favours
  16. This is a Group with 3,000 members. Visibility of some posts is over 50%. Engagement is also far higher than we would see with Pages
  17. The Group admin tool streamlines and speeds up admin activities Members of health support groups can ask admins to post for them – useful for anonymity Job groups have job opening templates There’s a chat feature for gaming Groups And Questions and orders for Buy and Sell Groups https://marketingland.com/facebook-lets-brands-publishers-connect-groups-pages-220152 https://marketingland.com/why-businesses-are-relying-on-facebook-groups-to-build-engaged-audiences-252276 https://marketingland.com/facebook-opens-up-its-ads-pixel-to-a-limited-number-of-groups-247021
  18. More Group tools directed specifically at brands are being introduced
  19. Ads pixel for Groups - understand how Group members engage with websites Page mark-up for posts
  20. So to summarise, Groups pack more punch than Pages Beat the algorithm Higher engagement Members can start conversations just like admins Groups feel more intimate and fuel more conversations Content tends to last longer on News Feed
  21. But can Groups work for commercial brands? Yes! It just requires a longer term view and something of a paradigm shift
  22. Groups enable a multi-person conversation that you are far less in control of Groups won’t work as interruptive marketing The best Groups are where members feel a sense of ownership and admins play a facilitation role rather than driving all the content themselves.
  23. In a world where millions are spent on sponsorship I simply don’t understand why Facebook Groups have not enjoyed more take-up by commercial brands. Groups could so easily be viewed as a form of sponsorship around a topic or interest area.
  24. I was approached by choir app developers Choir Player to run their marketing. Their thinking was to increase the number of Facebook fans, build an email list, write articles, improve the SEO of the website – all the usual stuff that goes with launching a new brand
  25. But what I have persuaded them to do is allow me to build a Facebook Group all about the joys and pitfalls of running a community choir It’s not conventional marketing, but it is highly effective in raising awareness of the brand internationally in a context that perfectly suits the product without significant spend on advertising
  26. So far so good. What’s not to love about Groups? Well they appear to still be pretty hard to sell in at Board level. So what other arguments can you put forward?
  27. They are a great place to build a brand community
  28. HBO, was the first big “brand” to use Facebook groups for it’s TV show “Big Little Lies”. Dana Flax, a director on the social and marketing team said she found that a group was the right venue for people to “interact.” 
  29. Groups help you connect with customers and connect customers with each other
  30. Groups can provide a customer service option that takes the load off your own internal teams.
  31. Give a sense of exclusiveness
  32. Thrive Market, an online grocery retailer selling organic and all-natural products, has a secret Facebook Group where subscription members can share feedback on new products and swap recipes.  Thrive Market’s head of merchandising says “We hear from our members in our Facebook Group loud and clear,” “If they don’t like something, they’ll tell us. And then we have to act on that.” Jeremiah McElwee, Thrive Market’s head of merchandising.
  33. These examples are from Veganuary. The role of the Admins and Moderators is that of community manager rather than having to create or respond to content. In this group the 35,000 members answer each others’ questions, provide support and even curate new content.
  34. Your community will share your passion for knowledge and will likely want more detail than you’d normally give on a simple Facebook post or web article Your community will be driven by passion for your topic. Provide extra value and feed their thirst for knowledge and insight.
  35. The global Instant Pot Group, which has 1.2 million members, includes recipes and “commonly asked questions.” Here is the UK Group packed with advice on using your Instant Pot both from Instant Pot themselves and an army of dedicated fans https://marketingland.com/why-businesses-are-relying-on-facebook-groups-to-build-engaged-audiences-252276 https://digiday.com/retail/retailers-facebook-groups-can-data-goldmines/
  36. The goal of the group is to allow reporters to connect with the newspaper’s most dedicated readers, sharing information about how they do their work, where story ideas come from, and how the job of political reporting gets done. They say: We want to help you find some of our best political journalism -- and offer insight into how it comes together.
  37. Manchester Evening News host 9 different group including one for fans of Coronation street
  38. Customers will answer questions for you
  39. If you know the Business Model Canvas you’ll be familiar with the concept of customer pain points Again as a content marketer, hosting a community where these pain points are raised, and with our solutions only a click away makes a lot of marketing sense.
  40. Kajabi is an online content platform for entrepreneurs. We use it for our online academy. The Official Kajabi user group has over 14,000 members and is a great place to go for tech support and ideas. The Kajabi team are also using the Group to understand more about difficulties customers have with their system as well as provide a place for peer technical support
  41. Testing ground for new ideas
  42. Gap has a FB Group for a men’s athletic brand called Hill City. The purpose of the program is for the brand to gather direct feedback from people wearing its clothing, which it then incorporates into design and development processes. Wear testers bounce ideas off each other and Gap sees the Group as a place to break some of the usual convention that exists around the Gap portfolio
  43. Develop brand ambassadors
  44. Groups are simply brilliant places for your community to advocate for you. We find that if someone kicks off, we rarely need to do anything ourselves because our community rally round and put the record straight.
  45. Build trust, empathy, loyalty
  46. Your sponsorship of the Group dedicated to a topic of relevance to your brand and bang on the interests of your members will bring you and the brand kudos. You’ll enjoy more brand awareness and more brand consideration when it comes to purchase.
  47. Grown and Flown is a website for parents of children aged 15-25. They sell a range of products suited to that age group, The founders say their Group has a life of its own, with parents leading the conversations, which in turn informs them about the content that will work on their website. Engagement is huge. One post by a parent received more than 2,000 comments.
  48. You get to ask up to 3 questions when people apply to join the Group. Offer a freebie in return for the customer email address
  49. Find out more about customers through screening questions and conversation threads
  50. Peloton community managers lead conversations about favorite instructors, biking gear, and fitness goals with plenty of user generated content too. Peloton hosts it’s group as a forum for Peloton members to connect and also get updates on new Peloton features and announcements. Peloton’s Group has been highlighted by Facebook as one of the most engaged, standout Groups among consumer brands.  The Peleton Group sees 300 posts, more than 5,000 comments and 20,000 reactions each day. “Posts that drive the most engagement are personal success stories like getting back on the bike after an injury, celebrating milestones such as completing their 250th ride and starting a group challenge to hold themselves and other Members accountable It also sees increased engagement when the brand announces highly-requested new features. “We notice that our posts usually spark other conversations among Members, which creates a domino effect,” says Jayvee Nava, Peleton’s VP of community “We continue to ask our Members for suggestions for features once a month via our #FeatureFriday posts as well.” Peloton’s Group has been highlighted by Facebook as one of the most engaged, standout Groups among consumer brands. 
  51. Finally entrepreneurs are leading the way Some of these Groups act as a funnel to paid services, others are paid subscription Groups in their own right, others are Groups that are part of a wider paid for membership or course. Whilst these canny entrepreneurs have paved the way for commercial groups, there is nothing stopping commercial brands getting in on the act too. Thanks so much for coming to my talk
  52. You are also welcome to grab some freebies from us These include our cover photo size guide and photoshop template, a checklist for setting up a Facebook Group and our Ultimate Guide to Facebook Marketing. Go to www.FreeDigiStuff.com
  53. Groups are the place to focus attention on Facebook in 2019
  54. Just as an aside, I liked Instant Pot’s approach to new members. Within minutes of being accepted to the Group I was tagged in a comment in the pinned post which welcomed me and also directed me to the Group rules as well as some tips to avoid newbie errors in any posts I might make
  55. Whilst these figures have been in decline for some time 2018 marked a change in Facebook’s algorithm that promised to display more content from friends and family and less from brands in the News Feed. With this change, it’s no surprise that Facebook engagement took a dip across all industries since then
  56. In line with many successful Groups Grown and Flown have set up a paid-for subscription Group where admins give more time and personal attention to members
  57. As well as the kind of user generated content we’ve already looked at, Groups tend to be a place where users ask loads of really useful and interesting questions. As a content marketer, this is my happy place. In this examples Par is asking the Digiterati Group for advice on SEO for YouTube
  58. This leaves your Admins a lot more time to spend on the beach
  59. Groups are a place to tell stories and show the people behind the brand People buy from people not websites And you don’t need me to tell you as marketers how important story telling is
  60. Groups are a great place for on-the-ground market research As well as giving insight into your customers you’ll get ideas and inspiration for new content across all social channels
  61. A Group provides you the opportunity to showcase your expertise, the leader in your field with your finger firmly on the pulse of what’s new and what’s worth investigating.
  62. I don’t advocate lots of overt selling in Groups but occasionally you earn the right. Here’s an example from a Group I admin that sells products to church-based musicians. We had a product that perfectly addressed the user’s question. And on the right is an occasional post that we allow ourselves to promote some of our own services. In this case it’s the launch of a course on content marketing.
  63. The result is connection Between you and your customers And between the tribe that will grow out of your Group
  64. This is a quote from a Facebook blog post published during F8, Facebook’s developer conference in May 2019 They say that Groups often becomes the most meaningful part of how they use Facebook Let’s look at some of the ways in which Facebook is ramping up it’s efforts on Groups
  65. There is a new dedicated Groups tab on the app
  66. That’s it from me. I hope you’ve been inspired in relation to Facebook Groups Membership to our own Team Digiterati Group is usually exclusively for Digiterati Academy subscribers but if you answer BrightonSEO in the questions we’ll let you join!