Is Your Facebook Page High-Holiday
Ready?
Presented by:
August 14, 2012
About Debra Askanase
Today’s discussion
Know the conversationTell your story through content
Practice real engagement to develop your community
Move people to actionLet the data lead
Conversation subject?
What is your conversation about?
Align goals with conversation
Diagram courtesy of Darim Online
What is it that your fans care about most?Will it move them to action?-----------------------------------------------------------------------
Define the conversation…and content follows
• What content supports the conversation?• What content will develop your online
community?• What can the community create for your content?
(Collaborate and empower)• What added value will this content offer?• What does the medium dictate: what can you do
using Facebook itself?
Tell your story through content
http://www.flickr.com/photos/venosdale/5974664030/sizes/l/in/photostream/
- Plot out engagement- Think about necessary
design assets- Plan content assets- Create a content
calendar
Consider the medium: what can you do with Facebook itself?
• Types of conversations• Types of content• Interviews• Video• Special offers • Information• Highlighted stories• Pinned stories
8 ways to use Facebook to tell your story (continue “the conversation”)
1. Tell your story from the cover photo
2. Highlighted posts
3. Pinned posts
4. Timeline storytelling
5. Conversation-supporting content
…and allow room for fans tell your story,
too
6. Photo albums for storytelling
7. Repost and highlight content others post
8. Cross-channel sourcing
Sourcing content to and from FB
Pull it all together with a content calendar
Soci
al
Medi
a
Engage
Creates
Trust
Move
to
Action
Practice real engagement
http://www.flickr.com/photos/57038784@N00/2215481444/
Organizations can leverage trust and reciprocity to strengthen relationship ties
*You will see more engagement if your organization is personal
Trust: intimacy, mutual confiding
Time: Amount of time spent together
Reciprocity: amount of reciprocal services
Intensity: Emotional intensity, sense of closeness
Use relationship ties to foster real engagement
You can leverage these two components organizationally
Trust > authenticity, transparency
Be the person behind the logo
Reciprocity > co-creation
Send personal messages through FB to fans that post and thank them
Post messages from your organization on their Facebook Pages
Create groups
Don’t be afraid to become FB friends with some of your best fans
Always be commenting – answer every one!
Engage with personal touches
Ladder of Engagement
Superfans
Internal social media leadersFans
External leaders
Bring in new fans and build content
Optimized content: contributors building your community
• Identify your most frequent commenters and engagers and invite them into a content-building “secret” Facebook Group to discuss and develop community-based content for the page
• DM or Message fans and ask them to contribute content
• Hold a contest for best content about…• Ask for videos to upload• Hold a weekly content contribution theme
FB Group for sourcing campaign content
Content alchemy
Assess what
content resonate
s with your
community
Optimize that
content and
deepen follower engagem
ent
Include communit
y in content
development as
contributors and
curatorsResearch to find
out what engages
Deepen engagement, create trust
Move to action(community organizing)
http://www.flickr.com/photos/bucher/516614692/sizes/z/in/photostream/
Content is for building community
(A note about barriers to engagement)
Multi-level approvalsInability to respond quicklyTalking logos
Not knowing what fans wantNot delivering valueOne-way conversationsNo entry paths to participation
Move people to action
What actions do you want fans to take?
Reciprocity > Move to action
Reciprocity > Move to action
Online/Offline
http://www.causes.com/causes/601441-support-sar-academy/actions/1367612
Move to action> HHD
What action(s) related to the High Holidays can you ask people to share on their Facebook Pages?
How would you take this opportunity to deepen commitment to the synagogue, or to HHD services?
Let the data lead
Define your goals
What content engages?
Optimize that content!
The engaging content development cycleDevelop
content and data points
Measure key data points
against goals
Post to social media
channels
What content does not engage?
6 ideas for optimizing your Facebook presence before R”H
1. Name three types of content people love FB now on your page.2. Identify the conversation your fans want to have.
3. Create a content calendar to support the conversation.4. Use photos, highlighted, and pinned posts strategically.
5. Identify your superfans and bring them inside the planning.6. Focus on one High Holiday “ask” and test it.
Private 1-hour Facebook coaching session with Debra Askanase• Self-evaluation form prior to coaching session• During session we will:
– Review current activities and strategy in detail– Assess effectiveness of your current engagement strategy– Offer ideas and strategies to help you achieve your
Facebook goals– Define next steps for your Facebook strategy and activities
Special Offer!
Debra AskanaseEngagement Strategist
[email protected]: @askdebra
Linkedin: www.linkedin.com/in/debraaskanaseSlideshare: www.slideshare.net/debaskGoogle Plus: http://gplus.to/askdebra
I’m always happy to answer follow-up questions!
Bonus content: Groups vs. Pages
FB Groups are great for creating trust and showing authenticity
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