Growing Active Facebook Communities

Growing Active
Facebook Communities
Presented by:
@AliSABKAR

Small businesses can support their online
marketing activities by creating a Facebook
business page. Once you create your page
and begin to build a following, you can use it
to promote your business on a daily basis.
But, growing your page can be challenging,
especially as more and more business pages
are being created and the competition for
"likes" is increasing.

Facebook Marketing Masters Workshop 2012 @AliSABKAR

Facebook platform is
where information can be
shared, conversation
exchanged and feedback
given.

Suffice to say, this is more
than a little scary to some
big brands that aren’t
used to open
communication and public
opinion. Facebook Marketing Masters Workshop 2012 @AliSABKAR

Questions you need to consider to prepare you to
use Facebook for business success:

1) Who is your brand?
2) Who is your audience?
3) What are your communication goals?
4) How can they be revised for this particular medium?
5) What types of content work for this audience?
6) In which tone will you communicate with your
audience to represent your brand?
7) Who will manage the community?


Community Manager is the most important because he
or she is on the front lines of communication.
A community manager usually manages
a blog/community, a Twitter account and
various third-party social media channels
like a Facebook fan page or a YouTube
account. A community manager may also
be responsible for managing a social
listening platform like Radian6 and
filtering/assigning conversations to others
in the business unit for a proper
response. He or she may even organize
in-person events to get feedback from
the community. The community manager
is the face of the brand. Conversations
are at the core of the job responsibility.
Definition by SocialMediaExaminer.com

3 Tips for Managing a Social Media Community

#1: Embed within your community.

Community managers must embed themselves within the
community they serve and become integrated with the community.

The result is the collecting valuable data and insights from the
community members and reporting back to management. The
reporting is usually feedback on how to improve the company’s
products, services or business processes.

You have to earn the trust of the community. Invest hour a day just
getting to know others in the community and engaging in really
simple and personal conversations.



#2: Don’t just focus on monetizing.

The biggest mistake a community manager can make is to start
screaming “one-way” marketing messages at the rest of the
community.

The members will do one of two things: they will either leave the
community or call you out on it publicly. Both are bad for business
and should be avoided at all costs.

Remember the old saying, “It takes more to acquire a new
customer than to sell to an existing one.”


The most effective strategy to drive revenue
for a business is to build the community, earn
members’ trust and delicately ask for their
permission to market your services, a wise
proverb from Seth Godin.



#3: Don’t just listen, get the community involved.

The hot topic today is “listening” and the tools are just about
commoditized with new applications launching every month.

Building strong customer loyalty is not just listening but also
acting—embedding yourself within the community and becoming a
trusted voice there. However, the challenge for every business in
social media is to eventually “become believable.” And that means
winning consumer trust.


Not all Facebook fans
are created equal.
It’s not how many
Facebook fans you have
– it’s about how many
engaged Facebook
advocates you have.
Juli Peterson, Social
Media Strategy. Mosaic illustration of the "LIKE" button for
identitypr.com Fortune magazine. Made out of Facebook
interface icons.


Are you more of
a sharer,
joiner
or
advocate?


Latest's case study (examined 10,000 FB campaigns
/9months) How to expand their active FB audiences and
found that the 3 key audiences that make up Facebook
communities are:

Joiners – 83% – Although they make up a majority of your fan base,
they do not help get new fans or spread your messages – they simply
participate and that is the end of their interaction.

Sharers – 15% – The more active group that participates in your
campaigns and takes the time to spread the word about it, reaching
out to that “friends of friends” metric.

Advocates – 1.5% – Your Facebook “gold mine.” Not only do they
participate and share your campaign, they have the ability to influence
their community to participate in and share your campaign, as
well. This is the community you want to develop.

So, how important are the advocates,
and how do you grow that community?
The top 10% of the study group, the “Superbrands,” doubled their
sharers from 15% to 30% and tripled their advocates from 1.5% to
4.7% through six best practices.

These Superbrands were three times as engaging, resulting in 13
times more growth than the average Facebook page.


1- Consistently provide multiple ways for your
fans to engage.

If it’s within your budget to run one or more giveaways or
contests at once, go for it. You will see the types of campaigns
your fans and advocates like to participate and talk about. In
addition to paid-for campaigns, other opportunities for
engagement through Facebook tabs include:

• Email subscription or quote application forms
• Relevant, custom regional data for your product or industry
• Career tab for your organization
• Pinterest or YouTube video integration
• Tools like calculators or quizzes
• Interactive product guides


2- Provide clear calls-to-action.

With each post, tell your fans how to interact with the
post. Have them answer a question or instruct them to
do something like visit a link, watch a video or click
“like” or “share.”

Note: Adhere to Facebook Pages Terms regarding
contests, promotions and giveaways. Although it is still
quite common, giving away products through
commenting, sharing or liking posts is against
Facebook’s Terms.


3- People like pictures.

A picture is worth a thousand likes. Anyone who knows
anything about engaging Facebook audiences will tell
you that images get your fans going, me included.
Integrate images wherever you can – posts, bit.ly links to
blog posts in captions, photo albums and your
organization’s Timeline. Keep images bright, unique,
original, relatable, positive, and most of all, shareable.


4- Keep interactions relevant.

Don’t post about winter when it’s summer, and don’t
post about events that happened two months ago. Use
upcoming holidays, major sporting events (p.s. the
Olympics are over now), major film releases and current
events to keep your conversation relevant. Also,
determine if political or religion-based conversations on
your social channels align with your organization’s
values and goals, or if you want to avoid them. It’s very
risky, and if you aren’t armed with a response strategy,
you may seriously offend your advocates and the
general public.


5- Mix up your campaigns and new offers.

Wildfire found that campaigns that are entered
the most, like sweepstakes, coupons or
promotions, are not the most shared. Other
campaigns like personality-based activities and
quizzes are shared more, but not necessarily
participated in. Formulate a comprehensive
strategy that will engage users from all levels.


6- Encourage social interactions on several social
channels.

Social media isn’t just about Facebook. There
are hundreds of platforms out there, but the
Superbrands expanded across several networks, notably
Twitter, YouTube and a blog, as well as visual accounts
like Tumblr, Pinterest or Instagram. While it is more
feasible for brands with more manpower and experience
to spread their communities to different platforms, be
sure that you understand the platforms and can provide
consistent, quality content to maintain additional
channels.


Making It Happen

1. Conversation - is designed to stimulate conversation
with the fan base by asking thought provoking questions
that encourages short succinct answers from fans

2. Pictures – upload images that the client wanted to
expose consumers to for SUPRE professionally taken
images of models wrong clients clothing


Making It Happen
3. Link – Deep linked updates that that drives traffic
away from Facebook to the clients other online
properties such as website, online store, blog or
YouTube channel

4. Product – spotlight a new product that the client is
releasing or will release. You can test new designs and
get feedback on possible new items. Update System for
the week: Map out what products are going out that
week then implement those updates into the system
that were designed to drive and a lot of engagement.


Facebook Plugins to Drive More Traffic to Your
Content

• Do you want more of your content shared on
Facebook?

• Are you wondering how to make it easy for people to
share your site or blog content on Facebook?

• Which Facebook widgets are best?


Facebook Plugins to Drive More Traffic to Your
Content

When people see that one of their Facebook friends has
also read and liked the article, they may be more
interested in reading the article.

The ability to keep people on your website reading your
content and getting to know you better will help you
convert readers to customers.


Recommendation Box


Like Box


Monitor, Measure & Report

• Report weekly or daily depending on activity and
client requirements including:
• Monitoring demographic analysis provided by
Facebook Insights
• Measure growth rate (this can be done through
third party applications) and you can view both
daily and weekly rates.


The World’s Most Popular Company Facebook Pages

1. Starbucks



2. Coca-Cola



3. Oreo



4. Skittles



5. Red Bull



6. Disney: 9,227,053



7. Converse: 6,473,795 Fans



8. Pringles



9. ZARA


http://pagedata.appdata.com/


Thank you
If you get it, share it
@AliSABKAR

Growing Active Facebook Communities

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