Define, Design, Measure: Ramping Up Your Facebook Page
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The document outlines strategies for enhancing engagement on Facebook through understanding interactions, defining goals, designing unique content, practicing personal engagement, and measuring return on engagement (ROE). It emphasizes the importance of targeted content and interaction to increase fan involvement, leading to better outcomes for organizations. Additionally, it provides examples and metrics to gauge the effectiveness of these engagement strategies.
Define, Design, Measure: Ramping Up Your Facebook Page
- 1. Define, Design, Measure: Ramping Up Your Facebook PageMinds on Design Lab Social Media BreakfastAugust 3, 2011
- 2. Today’s agenda1. Understanding Facebook interactions2. Defining Your Facebook Goals3. Designing Engagement4. Practicing Engagement5. Measuring Engagement and ROE
- 3. 1. Understanding Facebook interactions
- 5. The Power of Like: EdgeRank NFO weight Lightweight– Likes have little notice in the news streamMiddleweight- Likes that are “upgraded” to a comment have more weightHeavyweight- The more interactions with the news stream item (tags, comments, likes, shares) the higher it will show in search and on the user’s Pages** same principle at work with Facebook updates on your Page
- 6. 2. Defining your Facebook goalsSpecificMeasurableAttainableRealisticTimelyDesign your Facebook Page to meet your org or programmatic goals: resource awareness
- 7. membership
- 8. fundraising
- 9. activism
- 10. sign up for a programActivities and outcomes follow
- 15. Oceana: success using it for increased engagement, sign petition
- 16. T&T:Events bring many new members to the quarterly business club meetings, 10% new members to annual youth symposium
- 17. Canada: the online space talking about youth business, many private loan inquiries, #1 or 2 loan referral source
- 18. Ovarian Cancer Awareness: register people for a fundraising event
- 20. Successful design elementsWelcome pageKnow your content, uniquelyProgram engaging content
- 21. Successful design elementsWelcome page
- 24. Successful design elementsWelcome pageKnow your content, uniquely
- 25. Identify the main conversationWhat is your page’s conversation about?
- 26. Give them something unique to FB
- 28. Unique offers only found on the Facebook Page!
- 31. Successful design elementsWelcome pageKnow your content, uniquelyProgram engaging content
- 32. Brand research: engaging content designStudied how 100 top brands used social mediahttp://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
- 33. Design engagement for highest ROEParticipateContributeEngageCreateBecome a fanFriendFollowJoinDiscussPost reviewsGive feedbackVoteContribute ideasCreate a video, message, tweet, blog post product about the companyVisitWatchDownloadReadPlay Lowest to highest Return on Engagement * Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
- 34. Creators talked and proactively shared information about the brand the most. They also influenced buying decisions the most. Low-level engagement by itself did not produce significant ROE
- 35. How they influenced purchasingParticipateContributeEngageCreateBecome a fanFriendFollowJoinDiscussPost reviewsGive feedbackVoteContribute ideasCreate a video, message, tweet, blog post product about the companyVisitWatchDownloadReadPlay 20%26%32%35%Percentage of each group that spurred a purchase
- 36. Sample engagement calendar: Can you design engagement?
- 38. Content creation questionsWhy are people interested in your organization or cause?What content creates conversation?What content could create community?What can the community create for your content? (Collaborate and empower)What content or ideas can you open up?What added value can your content offer?What does the medium dictate?
- 39. What experience do you design?http://www.flickr.com/photos/moriza/2565606353/
- 41. Engage through personal touchesSend personal messages through FB to fans that post and thank them
- 42. Post messages from your organization on their Facebook Pages
- 43. Create groups
- 44. Don’t be afraid to become FB friends with some of your best fans
- 45. Always be commenting – answer every one
- 46. Research: engaging through postshttp://www.emarketer.com/Article.aspx?R=1008328
- 47. Research: engaging through postsPost a question and ask for a response. It works!Fans are happier engaging in contests with the words “winning” and “events” than the words “contest” or “promotion.”Asking a question at the end of a post drives engagement“Where,” “when,” “would,” and “should” drive the highest engagement rates. Avoid asking “why” questionshttp://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html
- 48. ROE of FB post frequency
- 49. 5. Measuring engagement and ROE
- 50. Industry benchmarks for perspectiveOnly about 30% of the active fans re-engage with the fan page more than once (i.e. through posting).70% of the active fans will post only once and never re-engage the fan page again! Most people engage through the Newsfeed.http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Are-Your-Facebook-Fans-Real-Fans/ba-p/28330
- 51. Know what you want to measureRemember your SMART goals!
- 52. There are two types of measurementsEngagement and activism metricsStatus Metrics (leading toROE)http://www.flickr.com/photos/55714700@N00/5383102286/
- 53. Status metricsEngagement and activism metricsNumbers that are not in the context of social media conversations, nor reflect the impact of social network conversationsNumbers that are in the context of social media conversations, and often reflect the impact of social network conversationsLeading to ROEUsed to measure ROE
- 54. Return on Engagement (ROE) is an approachThe metric tied to time and investment spent participating or interacting with other social media users, and in turn, what transpired that's worthy of measurement*Hat tip to Brian Solis for the inspirationhttp://socialmediatoday.com/index.php?q=SMC/176801
- 56. Measuring MASA’s FB app
- 57. ROE of social media actions: Lily the Black Bearhttp://www.facebook.com/lily.the.black.bearhttp://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
- 58. Designing Lily’s Engagement on FBEngage: Watch videos on FB and Live cam on site, donate, read, visit site Contribute: give opinions and feedback, vote in contests, name the bear, etc.Participate: Facebook Friend, follow tweets, discuss and commentCreate: Post their own photos, tweet proactively, comment proactively
- 59. ROE: Lily the Black Bear132,489 Facebook fansRaised $159,597 from 23,502 fans in one year17,916 votes to win the second Chase Community Giving ChallengeMotivated 1793 supporters to donate $39,597 in Minnesota’s Give to the Max dayHelped local Ely Esy public school win $20,000 in the K-12 America’s School Spirit challengeCurrently helping Soudan Underground Mine State Park in MN win $200,000 in a parks challenge; activated 1 million votes
- 60. USA for UNHCR #bluekey TweetathonTweetathon: 258 people/1,524 tweets with #bluekey
- 61. 169% increase in web traffic
- 62. led to >50% of key purchases that weekUsed with permission from USA for UNHCR
- 63. Workshop reviewDefine Your Facebook (SMART) GoalsDesign FacebookEngagement for SuccessWelcome them strategically
- 64. Develop your content, uniquely
- 65. Create a content calendar, designed with engagement in mindBest Practices creating EngagementStatus and Engagement Metrics, deeper metrics, leading to SMART goals
- 66. Debra AskanaseEngagement Strategistdebra@communityorganizer20.comTwitter: @askdebraLinkedin: www.linkedin.com/in/debraaskanaseSlideshare: www.slideshare.net/debaskGoogle Plus: http://gplus.to/askdebra
Editor's Notes
- #5: The more interactive through likes, tags, comments, more likely it is to show up in Top News feeds. Likes can turn into Shares with a comment. Shares have more weight.
- #10: http://www.flickr.com/photos/60162443@N00/3348965637/
- #11: http://www.flickr.com/photos/60162443@N00/3348965637/
- #17: http://www.flickr.com/photos/89165847@N00/5876255457/
- #23: http://www.flickr.com/photos/marcwathieu/3096694124/in/set-72157608075666383/
- #24: http://www.flickr.com/photos/84661389@N00/276457918/Brainstorm unique content ideas
- #30: http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
- #31: Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
- #32: Contributors = 80 more people talking than the engage set. Participators = 60 more than the engage set. Creators = 170 moreSocial media activity generated 2.5 times more conversations amongst creators than the engage set. http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
- #33: Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
- #37: http://www.flickr.com/photos/moriza/2565606353/
- #38: http://www.flickr.com/photos/shermanoz/4161785959/in/photostream/
- #39: http://www.flickr.com/photos/60162443@N00/3348965637/
- #40: http://www.flickr.com/photos/60162443@N00/3348965637/
- #41: http://www.emarketer.com/Article.aspx?R=1008328
- #45: From Lithium article series on measuring fan engagement. So on average, only 3.45% of your fans are actively engaging (i.e. posting). This is slightly less than what the 90-9-1 rule would have predicted, but the distribution definitely covers the expected 10% active fans with a wide margin. What percentage have a comment? The median level for the fraction of interactive posts is about 66.8%. Most fans post only once and are unique. 90.4% of the active fans post only once in a thread and never return to that conversation again.
- #46: http://www.flickr.com/photos/60162443@N00/3348965637/
- #52: Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
- #55: Trust, reciprocity, engagement, participation, fans, and superfans in the Blue Key Tweetathon June 11, 201133% of the Blue Key Champions at the time participated in the Tweetathon (13 participants, out of approximately 35/36 Champions)