Using Facebook to Build a Brand-Driven Community
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This document discusses how to use Facebook to build a brand-driven community. It begins with statistics on Facebook's large user base and notes that brands need to connect with customers on the platform. It then outlines building a Facebook Page, including anatomy, engagement strategies through posts, photos, videos and interactions. It recommends best practices like avoiding broadcasting, being non-polarizing and measuring engagement. It provides examples of realtors' Facebook approaches and stresses creating a plan with goals like engagement, loyalty and community-building.
Using Facebook to Build a Brand-Driven Community
- 1. Using Facebook to Build a Brand-Driven Community Nick Westergaard / NickWestergaard.com photo via Laughing Squid / flickr
- 2. Brand-Driven Insights at NickWestergaard.com @NickWestergaard
- 3. ?
- 4. 600 million active monthly users
- 5. If Facebook were a country, it would be the world’s 3rd LARGEST
- 6. Background AVERAGE USER HAS 130 friends
- 7. 700 billion minutes on Facebook each month
- 8. 55+ is the fastest growing Facebook demographic
- 9. YOUR CUSTOMERS ARE HERE
- 10. NEED TO CONNECT
- 11. TODAY 1. Anatomy of a Facebook Page 2. Engagement strategy 3. Best practices 4. Establishing a plan 5. Q/A
- 12. 1.
- 13. ANATOMY OF A PAGE photo via Sam Spratt / Gizmodo
- 17. 2.
- 18. PAGES HAVE ADMINS photo via smemon87 / flickr
- 19. 2.
- 20. NOW WHAT?
- 22. 2 WAYS TO ENGAGE
- 23. EMAIL UPDATES
- 24. STATUS UPDATES
- 25. USE PHOTOS Tag customers with permission
- 26. USE VIDEOS Post YouTube videos as ‘Links’
- 27. WHAT TO SAY: GATHERING INFO, CREATING CONTENT photo via Joe Lodge / Flickr
- 28. USE FACEBOOK AS YOUR PAGE photo via _Max-B / flickr
- 29. USE FACEBOOK AS YOUR PAGE
- 30. PAGE ALERTS
- 31. YOUR PAGE HAS A WALL
- 32. ‘LIKE’ STUFF AS YOUR PAGE
- 33. FIND relevant content photo via andercismo / Flickr
- 34. SHARE photo via furiousgeorge81 / Flickr
- 36. LOOK FOR CONNECTIONS ‘Like’ things similar to your brand
- 37. FUN WITH AVATARS
- 38. FUN WITH AVATARS Encourage fans to change to your page avatar for special occasions
- 40. ENCOURAGE FANS TO POST PHOTOS Allow posts from others in Settings
- 42. INTERACTIONS
- 43. 1:1 INTERACTIONS Respond to every (How?) comment
- 44. PAGE ADMINS GET EMAIL UPDATES
- 45. GO MOBILE!
- 46. 3.
- 47. BEST PRACTICES photo via rishibando / flickr
- 49. TALE OF 2 REALTORS photo via coffeego / Flickr
- 50. NOTHING PERSONAL photo via twodolla / Flickr
- 52. 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
- 53. INSIGHTS
- 54. HAVE FUN!
- 55. 4.
- 56. THE PLAN
- 57. GOALS - Engage with customers - Build brand loyalty - Build a community
- 58. WE WANT TO BUILD A BIG COMMUNITY photo via Augustin Rouchon / Flickr
- 59. WORK TOGETHER photo via ell brown / Flickr 4.
- 60. MAXIMIZE TIME photo via klynslis / Flickr
- 61. photo via alexanderdrachman / Flickr
- 62. NickWestergaard.com nick@westergaard.com @nickwestergaard photo via Orin Zebest / Flickr
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- #6: Behind China and India — AHEAD of the U.S.!\n
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- #15: Pages are always publicly VISIBLE, have ANALYTICS, TABS for APPS, ability to EMAIL\nFacebook takes down PROFILES for BUSINESSES\n
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- #46: MAKE BEST PRACTICES SEGWAY\n
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