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Using Facebook to Build a
Brand-Driven Community
Nick Westergaard / NickWestergaard.com

                                         photo via Laughing Squid / flickr
Brand-Driven Insights at




NickWestergaard.com
       @NickWestergaard
?
600        million
 active monthly users
If Facebook were a country, it would be the world’s

 3rd LARGEST
Background
AVERAGE USER HAS
130 friends
700                     billion
minutes on Facebook each month
55+
 is the fastest growing
Facebook demographic
YOUR CUSTOMERS




   ARE HERE
NEED TO CONNECT
TODAY
1. Anatomy of a Facebook Page
2. Engagement strategy
3. Best practices
4. Establishing a plan
5. Q/A
1.
ANATOMY OF A PAGE




photo via Sam Spratt / Gizmodo
PROFILE vs. PAGE?
Using Facebook to Build a Brand-Driven Community
Using Facebook to Build a Brand-Driven Community
2.
PAGES HAVE ADMINS




              photo via smemon87 / flickr
2.
NOW WHAT?
ENGAGEMENT
STRATEGY
2 WAYS TO ENGAGE
EMAIL UPDATES
STATUS UPDATES
USE PHOTOS




Tag customers with permission
USE VIDEOS




Post YouTube videos as ‘Links’
WHAT TO SAY:
GATHERING INFO,
CREATING CONTENT
                   photo via Joe Lodge / Flickr
USE FACEBOOK AS
   YOUR PAGE




              photo via _Max-B / flickr
USE FACEBOOK AS
   YOUR PAGE
PAGE ALERTS
YOUR PAGE HAS A WALL
‘LIKE’ STUFF
AS YOUR PAGE
FIND
                                relevant
                                content
photo via andercismo / Flickr
SHARE




        photo via furiousgeorge81 / Flickr
Using Facebook to Build a Brand-Driven Community
LOOK FOR
CONNECTIONS




‘Like’ things similar to your brand
FUN WITH AVATARS
FUN WITH AVATARS




  Encourage fans to change to your page
  avatar for special occasions
CONTESTS BUILD FANS
ENCOURAGE FANS TO
   POST PHOTOS




   Allow posts from others in Settings
CAPTIONS = INTERACTIONS
INTERACTIONS
1:1 INTERACTIONS




Respond to
   every              (How?)
 comment
PAGE ADMINS
GET EMAIL UPDATES
GO MOBILE!
3.
BEST
PRACTICES


    photo via rishibando / flickr
DON’T BROADCAST




 4.
TALE OF
 2 REALTORS




photo via coffeego / Flickr
NOTHING
  PERSONAL




photo via twodolla / Flickr
NOTHING POLARIZING
MEASURE!
- Total fans; likes
- Total impressions (How many people viewed the
  post in the news feed or wall?)
- Monthly Active Users (How many people
  interacted with out brand in the last 30 days?)
- Engagement by post category (Do people
  respond most to links? Videos? Pictures?
  Questions? )
- Engagement by time of day/day of week
- Conversion rate (Of those who view our page,
  how many of them choose to “like” it?)
- Fan demographics (Are we reaching our target
  audience?)
- Unique page views (How many different people
  viewed our page?)
- Views, clicks, and engagement for different tabs
INSIGHTS
HAVE FUN!
4.
THE PLAN
GOALS
- Engage with customers
- Build brand loyalty
- Build a community
WE WANT TO BUILD A
                        BIG COMMUNITY




photo via Augustin Rouchon / Flickr
WORK TOGETHER




photo via ell brown / Flickr
                               4.
MAXIMIZE TIME




photo via klynslis / Flickr
photo via alexanderdrachman / Flickr
NickWestergaard.com
nick@westergaard.com
@nickwestergaard
                       photo via Orin Zebest / Flickr
Using Facebook to Build a Brand-Driven Community

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Using Facebook to Build a Brand-Driven Community

Editor's Notes

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  5. Behind China and India — AHEAD of the U.S.!\n
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  14. Pages are always publicly VISIBLE, have ANALYTICS, TABS for APPS, ability to EMAIL\nFacebook takes down PROFILES for BUSINESSES\n
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  45. MAKE BEST PRACTICES SEGWAY\n
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