demystifying community building on social media (facebook)
DESCRIPTION
Building a Community on Social Media (Facebook) is both Science & Art. You can leverage Facebook Community for Brand Building, Customer Engagement and Online Lead Generation. Learn to master the Art n Science of Facebook Community Building.TRANSCRIPT
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Community Building on
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http://bit.ly/Derek_Sivers
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What’s the opportunity for Your Business?
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Facebook Toolset for Businesses
Pages, Groups & Events
Ads
Applications
Organic Reach on Facebook. This is the way Businesses can create a rather
permanent presence on Facebook.
Paid reach on Facebook. Allows targeting based on demography,
geography, interests etc.
Primarily for Viral Reach. It has created some large success stories including
Zynga, Instagram, Pinterest etc.
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Why create Facebook Page?
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How is content consumed on Facebook Page?
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Facebook Edge Rank
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# of Fans, not a currency of Success
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How to Build Engagement? What you want to talk?
What users want?
What users engage with?
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Which conversations cause Engagement?
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Humor J
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Debate <|>
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Breaking News!
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Crowdsourcing ¤
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Questions ?
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Sensationalism
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Challenges
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Text vs Rich Media
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Participate as a Peer!
Be Social ∞
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How to Manage Facebook Page?
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Content is still the King
It’s the seed all your conversations grow from.
Content easily accounts for more than 80% of Social Media effort
Do not take content lightly
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Maintain a Publishing Pipeline
Tap Content Sources
Keep Content Inventory
Publish as per Schedule
Examples: blogs, search engines, content curators etc
Stick to a frequency & schedule
Don’t create content on a daily basis
Manage a publishing pipeline
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You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles (timelines) or Pages.
https://www.facebook.com/promotions_guidelines.php
Publish as per guidelines
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Personalize your content
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Optimize your Posts, ongoingly
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Poll Quiz Exercise Case Study Puzzle Humor Article
Contests
Festive Occasions
News/Announcements
Scalable content is the key!
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How to evaluate a Facebook Page?
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Evaluate Facebook Pages
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■ Total Fans (Likes) □ Misleading (Evaluate Engagement)
■ People talking about this □ (Evaluate %age contribution from new fans )
Page Metrics
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Facebook Applications
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20K+ votes in a month campaign, 50 % spurt in Normaderm sales
Apps: Contest, Sweepstakes, Giveaways
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ICICI Bank
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Facebook Open Graph App
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Facebook Open Graph Apps
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How does it really work?
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■ In 2 months, 9 Millions People added App to there Timeline
■ 6 Million Facebook Visitors everyday
■ 2 Million Stories Published back on Facebok everyday!
Dailymotion – Case Study
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Facebook Ads
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Facebook Ads
Some Facebook Page
FB User
Your Ad
Promote Facebook Page, event or
Application
Over to your website for lead generation and sales
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A specific post Ad
Page Ad
Sponsored Story - A specific post
Sponsored Story Ad Event
Application
External URL
Types of Facebook Ads
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■ CPC – (Cost Per Click) □ Bidding Amount □ Budget □ Target Audience □ Ad Performance
■ CPM – (Cost Per 1000 Impressions) □ Target Audience □ Budget
Face book Ads- Model
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Ad Targeting
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Interest Targeting on Facebook ■ Higher accuracy rates
compared to online industry averages
■ For Broad Targeting, 95% accuracy, compared to an industry average of 72%
■ For Narrow Targeting, 90% accuracy compared to an industry average of 35%
*Source: As published on http://1.usa.gov/M5sO2l
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Key Takeaways
■ Facebook Page: □ Engagement is key to success on Facebook □ To evaluate Facebook page, you will have to evaluate reach as
well as engagement □ Think content baskets for long terms ROI of Facebook page
■ Facebook Applications: □ Increase effectiveness on Facebook Ads □ Build Viral Traffic
■ Facebook Ads: □ Interest & Demographic Targeted Ads give good results on Face
book
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Thank You!