Building a Facebook Community | Media140
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Transcript of Building a Facebook Community | Media140
How to build a Facebook communityThomas Tudehope
Director, SR7
[email protected] | Twitter: @TommyTudehope | #media140
TodaySocial media trendsHow to build a Facebook community. Best and worse case examples.First steps in social media.
[email protected] | Twitter: @TommyTudehope | #media140
Background SR7 – reputation and risk management Press Secretary for Malcolm Turnbull US Elections Sky News Not a GEEK
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Why Social Media MattersIf you’re not there someone else is.
Where the action is.
New consumers in new markets.
Mitigate the risk.
Why social media?Ten most popular sites
on the web: 1. Facebook 2. YouTube3. Google 4. GMAIL 5. Hotmail 6. Twitter7. Tumblr8. Yahoo9. Skype 10. MSN
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It’s all about LOVE & TRUST
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Facebook… some statistics 500 million users
worldwide. 10 million in Australia.
88% of people know about Facebook.
40% of users follow a brand.
40% login everyday. Valued at $50 billion.
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HOW TO BUILD A FACEBOOK
COMMUNITY
Find your audienceWhere are they
and what are they saying.
If they are on Facebook, are they organized?
Do they have a page?
Who are the ringleaders?
Understand your audienceHow many? What are they
most concerned about?
What is the frequency of activity?
Emerging trends?
Penetrate your audienceParticipate as an
interested party. Identify and
communicate with field leaders.
Make friends. Contribute ideas.
Establish a Facebook PageSimplest and
easiest way for a business to participate on Facebook.
Have a plan. Use all the
features on the page.
ContentStill king on the
interwebs.Keep updates short
and sharp. Ensure the page
has enough relevant information.
Regular, not spam.
Messages Facebook Pages and
Groups allows you to mass communicate with your fans.
Your best fans are busy fans. Be sensitive about sending too many messages.
Make the message personal – and use your human voice, not “marketing-speak”.
Make each message count by making it about them – not your organization.
Always include a specific request for action that creates value for them.
Encourage sharing
Facilitate discussions
Keep conversations topical. Avoid technical ‘know how’. Pose questions.
Update your status (often)
• Short, simple and factual. • Update as often as possible. • Questions and answers.
Measure and measure often
Measure and measure often
How to grow your fan base? Organically
Paid advertising
WOW factor
MyCammeray Identified the
audience as upwardly mobile, family orientated.
Used Facebook but not other social media.
Loved the area. Shopping and a
disposable income.
MyCammeray Photo Competition Build around the
love of the area, photography and shopping centre.
Designed to build brand and community recognition.
Long term followers.
MyCammeray Incentive$2000 Camera. Had to like the
page. Most votes for a
photo would be eventual winner.
Viral.
The MyCammeray PageSimple.
Functional.
User friendly.
HTML Landing PageHighly
customized. Encouraged
like. Mini website. Prominent.
Results 4000 fans in 4
weeks. Local press
coverage. Social media
goodwill for the brand.
Lasting connection with fans.
SOCIAL MEDIA ENGAGEMENT
GETTING THE MOST BANG FOR YOUR BUCK
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Maximising engagement -1 Tone The right tone is paramount
to long term success on social media platforms.
Tailor your tone to your (target) audience.
Speak to people rather than at them, above them, or below them.
Simple conversational. Genuine.
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Maximising Engagement - 2Peer to peer
Build relationships with like minded users
Join groupsBecome known to
“field leaders” Supporting not raiding
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Social Media Engagement - 3Play by the rules
External Too much broadcastOnline etiquette
Internal Set effective
parameters for staff utilising social networks.
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Maximising Engagement - 4Getting the balance right;
Broadcast
Social search. Going to lunch what should I have?
Distribution of external links.
Conversation.
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Maximising Engagement – 5 Control your message
Consistency of message.
Staff limitations – restrict multiple authors.
Track the time of day you see maximum engagement and adjust flow accordingly.
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Maximising Engagement - 6Use existing platforms:
I didn’t know you were on Twitter…
Ensure your existing comms tools are pointing towards your online presence – dockets, letters etc.
Website, email.
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How to measure engagementReach – how many people
saw your activityExposure – how many
people read conversationsSentiment – how
(un)popular was your message.
Measurement aids long term success. If its not working change it. If it is enhance it. You cant improve what you don’t measure. [email protected] | Twitter: @TommyTudehope |
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MANAGING YOUR COMMUNITY
WHAT CAN GO WRONG AND WHY
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Social Media Risk - 1 Rushing into action
Hasty decisions and knee jerk reactions.
One-off approach. Focus on the wrong
platforms. Misunderstanding
the requirements and recourses.
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Social Media Risk - 2Measurement
Defined measurable objectives.
Metrics that link to those objectives.
Having the right tools.
Methodology to calculate ROI.
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Social Media Risk - 3Content
Can often be an afterthought. Requires
Planning Approval Guidelines Formatting.
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Social Media Risk 4Failure to engage
About listening and interacting, not shouting.
Hurdles to good engagement: Interesting
content. Self focused
content. Too much self
promotion. [email protected] | Twitter: @TommyTudehope |
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Social Media Risk 5 Limited reach
Need a large audience.
Build over time. Without reach there
is no ROI.
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How to handle dissentBe responsive – take it
on board. Create an online
culture where dissent becomes a rarity.
Cushion dissenting remarks with supportive, constructive feedback.
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CASE STUDIES THAT WORK
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Queensland Police
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• How to manage social media in a crisis.
• Mainstream media relied on social media for breaking news.
• Quashed rumours and misinformation.
• Regularly updated and maintained.
NABInnovative for
the industry. Right tone and
language. Newsworthy.Failed to
capitalise.
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Twitter – Westfield UK Competitions
Informative
Engagement
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Facebook – Ikea InnovativeAllowed
personalisation and ownership
Tangible benefit
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YouTube – Witchery ManThe hook – a model
poses a love struck young woman, posts a video on YouTube about a man she met in a café claiming to have his jacket that he left behind.
Immediate brand recognition undone by dishonesty.
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A Whopper Facebook SacrificeHook – Hungry Jacks
asked Facebook users to delete 10 friends to receive a free burger. Application was so successful it had to disabled.
Tapped into a sentiment that users could resonate with.
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CASE STUDIES THAT DON’T WORK
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Gerry Harvey’s Online Tax
Sought to preach to an online audience without any online presence.
Campaign was all offline and nothing online.
No understanding of users or space.
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Australian Defence ForceNo culture of online
responsibility. No education or
training for social media.
No presence. No ongoing
monitoring.
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Qantas No presence on
Twitter. Crisis broke online,
offline response could not mitigate virality of online misinformation.
Share price dropped.
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Commonwealth Bank Attempted to govern
social media usage through banning it.
Immediate and severe criticism from many sectors.
Sends wrong message.
Employees as champions.
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Twitter - BigPondJumped into the medium
without knowing what to do.
Wrong tone and language.
Didn’t handle criticism well.
Took people off the medium.
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Twitter – Coles Ran multiple
competitions on twitter. Built a sizeable database
of people.
New Twitter account
No link on their website. [email protected] | Twitter: @TommyTudehope |
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FIVE WAYS YOUR BUSINESS COULD USE
SOCIAL MEDIA
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1. Public RelationsNew and unique
opportunity to deliver a message en-masse.
Interactive. Audience reach.Low cost. Buy in from
employees.
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2. Customer Support/Management
Human interaction that is personal and direct.
Social media is the new talk-back radio.
Real time.
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3. Research Access to thousands
of supporters and consumers who can provide direct and instantaneous feedback.
Social media users give away more personal data than all other users.
What are consumers saying about you and or your competitors.
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4. Sales New avenue to target
consumers in new markets.
Enhance and existing experience.
Leverage existing online sale points.
Consumer data.
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5. Crisis ManagementHow would you respond
to a social media crisis tomorrow?
Could you correct the record?
Could you interact with journalists online?
Could you recall a product?
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FIRST STEPS IN SOCIAL MEDIA?
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Audit your assetsUndertaking an audit of
your social media assets is the first and best step towards social media engagement.
What are people saying about your brand online.
What are your employees saying online.
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Develop a presenceStart an account on
Facebook, Twitter, YouTube or even a blog.
Start a conversation or join an existing one.
Find some friends.
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QUESTIONS…
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