Community Building On Social Media (Facebook)
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Do you know what it takes to build and nurture a successful community on Social Media such as Faecbook? See how leading brands are succeeding and gain real insights about Social Media community building.
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Community Building On Social Media (Facebook)
- 1. 9/24/2012 User base of 900+ Million Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Second_____ _____ level Third level ____ _____ Third level out of 5 pages viewed on web 1 ____ _____ Fourth level _____ _____ Fourth level _____ _____ Fifth level ____ _____ Social Media Workshop Fifth level ____ _____ 250 million photos per day 20 minutes spent per user Execution Framework on Facebook Link for Video http://bit.ly/Derek_Sivers fb community *Source: As published by Infographic labs on February 15, 2012(http://bit.ly/zxQd4r) © Digital Vidya www.digitalvidya.com © Digital Vidya www.digitalvidya.com © Digital Vidya Facebook Toolset for Businesses Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ Organic Reach on Facebook. This is ______ Second_____ _____ level _____Pages, Second_____ level the way Businesses can create a rather Groups & Events permanent presence on Facebook. Third level ____ _____ What’s the opportunity for Your Third level ____ _____ Fourth level _____ _____ Fourth level _____ _____ Fifth level ____ _____ Business? Fifth level ____ _____ Paid reach on Facebook. Allows Ads targeting based on demography, geography, interests etc. Primarily for Viral Reach. It has created Applications some large success stories including Zynga, Instagram, Pinterest etc. © Digital Vidya www.digitalvidya.com © Digital Vidya Facebook Pages Model Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ ______ News Feed Second_____ _____ level Second_____ _____ level Page Fan Third level ____ How is content distributed _____ on Third level ____ _____ Fourth level _____ _____ Fourth level _____ _____ Fifth level ____ _____ Facebook? Your Fifth level news, Facebook ____ _____ Your Your news, News Feed link, photo etc Page link, photo etc You Page Fan News Feed Page Fan © Digital Vidya www.digitalvidya.com 1
- 2. 9/24/2012 © Digital Vidya © Digital Vidya Facebook Pages Model – User Posting Facebook Page Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Second_____ _____ level Third level ____ _____ Third level ____ _____ Fourth level _____ _____ Fourth level _____ _____ Fifth level ____ _____ Fifth level ____ _____ Query, Complaint, Query, Complaint, Appreciation etc Appreciation etc Your Facebook FB User Clarification, answer, Page Clarification, answer, Administrator Comment etc Comment etc Facebook Edge Rank Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Second_____ _____ level Third level ____ _____ Third level ____ _____ Fourth level _____ _____ Fourth level to evaluate a Facebook How _____ _____ Page? Fifth level ____ _____ Fifth level ____ _____ © Digital Vidya www.digitalvidya.com © Digital Vidya www.digitalvidya.com Page Metrics Evaluate Facebook Pages ■ Total Fans (Likes) Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ ______ Misleading (Evaluate Engagement) Second_____ _____ level Second_____ _____ level Third level ____ _____ Third level ____ _____ Fourth level _____ _____ Fourth level _____ _____ ■____ _____ Fifth leveltalking about this People Fifth level ____ _____ (Evaluate %age contribution from new fans ) © Digital Vidya www.digitalvidya.com © Digital Vidya www.digitalvidya.com 2
- 3. 9/24/2012 © Digital Vidya # of Fans, not a currency of Success How to Build Engagement? Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ ______ What you want to talk? Second_____ _____ level Second_____ _____ level Third level ____ _____ Third level ____ _____ Fourth level _____ _____ Fourth level _____ _____ What users want? Fifth level ____ _____ Fifth level ____ _____ What users engage with? © Digital Vidya www.digitalvidya.com Humor Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Second_____ _____ level Third level ____ _____ Third level ____ _____ Which conversations cause Fourth level _____ _____ Fourth level _____ _____ Fifth level ____ _____ Engagement? Fifth level ____ _____ © Digital Vidya www.digitalvidya.com © Digital Vidya www.digitalvidya.com Debate <|> Breaking News! Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Second_____ _____ level Third level ____ _____ Third level ____ _____ Fourth level _____ _____ Fourth level _____ _____ Fifth level ____ _____ Fifth level ____ _____ © Digital Vidya www.digitalvidya.com © Digital Vidya www.digitalvidya.com 3
- 4. 9/24/2012 Crowdsourcing Questions ? Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Second_____ _____ level Third level ____ _____ Third level ____ _____ Fourth level _____ _____ Fourth level _____ _____ Fifth level ____ _____ Fifth level ____ _____ © Digital Vidya www.digitalvidya.com © Digital Vidya www.digitalvidya.com Sensationalism Challenges Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Second_____ _____ level Third level ____ _____ Third level ____ _____ Fourth level _____ _____ Fourth level _____ _____ Fifth level ____ _____ Fifth level ____ _____ © Digital Vidya www.digitalvidya.com © Digital Vidya www.digitalvidya.com Text vs Rich Media Be Social ∞ Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Second_____ _____ level Third level ____ _____ Third level ____ _____ Fourth level _____ _____ Fourth level _____ _____ Fifth level ____ _____ Fifth level ____ _____ Participate as a Peer! © Digital Vidya www.digitalvidya.com © Digital Vidya www.digitalvidya.com 4
- 5. 9/24/2012 Do not take content lightly Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Second_____ _____ level Third level ____ _____ Third level ____ _____ Fourth levelto Manage Facebook How _____ _____ Page? Fourth level _____ _____ Fifth level ____ _____ Fifth level ____ _____ © Digital Vidya www.digitalvidya.com © Digital Vidya www.digitalvidya.com Manage a publishing pipeline Publish as per guidelines Examples: blogs, search engines, Stick to a frequency & Click to edit Masteretc ____ ______ ____ __ ____ _____ styles content curators text schedule Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Second_____ _____ level Third level ____ _____ Third level ____ _____ Fourth level _____ _____ You Fourth levelwinners through _____ _____ must not notify Fifth level Content ____ _____ Tap Keep Content Publish as per Facebook,levelas through Facebook Fifth such ____ _____ Sources Inventory Schedule messages, chat, or posts on profiles (timelines) or Pages. Don’t create content on a daily basis https://www.facebook.com/promotions_guidelines.php © Digital Vidya www.digitalvidya.com © Digital Vidya www.digitalvidya.com © Digital Vidya Personalize your content Optimize your Posts, ongoingly Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Second_____ _____ level Third level ____ _____ Third level ____ _____ Fourth level _____ _____ Fourth level _____ _____ Fifth level ____ _____ Fifth level ____ _____ © Digital Vidya www.digitalvidya.com 5
- 6. 9/24/2012 Scalable content is the key! Click to edit Master text styles ____ __ ____ _____ ____ ______ Fri Mon Tue Wed Thur Sat Sun Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ Exercise Case Study Puzzle _____ levelQuiz Humor Article Second_____ _____ level Poll Third level ____ _____ Third level ____ _____ Contests Fourth level _____ _____ Fourth level _____ _____ Facebook Ads Fifth level ____ _____ Festive Occasions Fifth level ____ _____ News/Announcements © Digital Vidya www.digitalvidya.com © Digital Vidya www.digitalvidya.com © Digital Vidya © Digital Vidya Facebook Ads Ad Targeting Click to edit Master text styles ____ __ ____ _____ ____ ______ Click to edit Master text styles ____ __ ____ _____ ____ ______ Promote Second_____Facebook Page _____ levelSome Facebook Page, event or Second_____ _____ level Third level ____ _____ Application Third level ____ _____ Fourth level _____ _____ Fourth level _____ _____ Fifth level ____ _____ Fifth level ____ _____ Your Ad FB User Over to your website for lead generation and sales © Digital Vidya © Digital Vidya Interest Targeting on Facebook Key Takeaways ■ Higher accuracy rates Click to edit Master text styles ____ __ ____ _____ ____ ______ ■ Facebook is Huge &____ ______ Click to edit Master textActive ____ __ ____ _____ styles compared to online Second_____ _____ level Second_____ _____ level ■ Facebook Page: industry averages Third level ____ _____ Third Engagement is key to success on Face book ____ level _____ Fourth level _____ _____ ■ For Broad Targeting, 95% Fourth level _____ _____ Facebook page, you will have to evaluate reach as To evaluate Fifth level ____ _____ accuracy, compared to an Fifth levelas engagement ____well_____ industry average of 72% Think content baskets for long terms ROI ofFaceookpage ■ For Narrow Targeting, ■ FacebookAds: 90% accuracy compared Interest & Demographic Targeted Ads give good resultson to an industry average of Facebook 35% *Source: As published on http://1.usa.gov/M5sO2l 6
- 7. 9/24/2012 © Digital Vidya Thank You! Click to edit Master text styles ____ __ ____ _____ ____ ______ _____ level upcoming Social Media Trainings Our Second_____ Third level ____ _____ Fourth level _____ _____ Bangalore Delhi Mumbai Fifth level ____ _____ Social Media Marketing Oct 4-5 Nov 20-21 Dec 4-5 Advanced Facebook Marketing Oct 20 - Nov 17 (Instructor-led, Online Course) More details @ www.digitalvidya.com /MyDigitalVidya /digitalvidya bit.ly/dv-grp 7