Using Facebook to build an online community Shawna Tregunna, Founder, ReSoMe (Relevant Social Media) Shawna will show attendees how to use Facebook to build an online community by creating community relevant content, running social campaigns and incentives, maximizing ads, utilizing Facebook plugins and encouraging cross promotion from page to page and social media platform to social media platform. From community generated content to using Facebook to funnel to your newsletter, website or store, learn tips that can help any business grow by investing in Facebook marketing.

1. FACEBOOK
Building an Online
Community
Shawna Tregunna, President - ReSoMe Inc.

2. Facebook just turned 10!
1.23 BILLION users is NOT a fad.
7.78 Billion in revenue is not a fluke.
Source: The Guardian

3. Start Your Community
 Activate your team
 Your employees & stakeholders are your biggest asset
early on – empower them!
 Engaged, official employee (especially C-suite)
accounts have a huge impact
 Have an Ambassador Strategy
 Remember forum admins?
 Establish Expectations for Each platform
 Exclusive content can help push users back and forth
(Fan Gating)
 Talk about what you will talk about, a blog post or page
with your social media objectives will go a long way
(internally & externally!)

4. Timeline
 Keep posts alive
 Reply & like every
response, aim to keep the
conversation going
 Spread out engagement
to revitalize an aging post
 Have your team,
ambassadors stay active
 Consider turning posting
to your page „off‟

5. Content
 Photo Piles & Albums
 Whenever possible load
images into albums – or
move them into an album
after posting to the timeline
 Never load more than 9
images at a time
 Reshare albums from time
to time – “Social Proof”
 Consider the objectives of
your hosted content like
videos – where should they
live? Why?

6. Community
Content
 Celebrate Users
 Make user comments, posts,
images “official” by re-sharing
and providing credit, include a
CTA for more
 Make content about your users, not
you (I promise, they‟ll share it!)
 Design incentives, tabs to automate
submission
 Do something OTHERS will talk
about: in the community,
unexpected, charitable, goofy
 Be Consistent
 Fan Friday, Tip Tuesday
 Reuse in other forms (newsletters,
blog, cross platform)

7. Shareable
Content
 Upworthy Style
 The goal is not just to have
your fans see your
content but to have them
share your content – and
their friends share your
content!
 People share what they
want their friends to know
about them – build content
for that
 Use pictures, videos and
media rich links

8. Groups & Events
 To overcome the Facebook timeline block use
tools that not only get in the timeline but also
notify your users of updates
 Open groups
 Treat it like a forum, use your ambassadors here!
 Text/discussion content is more effective here
 Events
 Use this for everything from causes to sales to
awareness to voting periods, don‟t over do the
updates but encourage people to invite their friends

9. Incentives
 Contests are a popular way to grow a
community
 Make sure the reward is attractive to your target
audience
 Follow the TOS (!)
 Cross Promote it
 Integrate a Tweet to Win Option, Comment Entry
or friend email submission for multiple entries
 Use it to drive other business objectives
 Integrate user generated content
 Build email list with a pre-selected opt it sign up

10. Use Your Ad Dollars Wisely
 If you don‟t have a budget you had better be
creative, and still have a budget
 Explore Power Editor
 Audience lists are VERY powerful!
 Remember your business objectives, don‟t spend
your money on vanity metrics
 Go Mobile
 The ability to target ads to different mobile users can
be a huge benefit for some brands

11. Cross Promote
->
->
->
->
->
Newsletter: contests, exclusive content
Blog: comments
Website: developer tools (Like, Share, Comment, Login)
Twitter: Unique content, Contests
Other Pages: Strategic Partnerships, Shared content
-> Second owned page strategy (general interest topics)
-> Facebook Tabs: Other channels, activities, user content
-> Email signatures, websites, business cards, print material

12. Monetize
 Set objectives
 Where in the funnel can
Facebook drop prospects?
Target each phase of the
funnel – TRACK IT!!
 Integrate with tracking on your
estore with pixel tracking,
analytics
 Coupons
 Use the Sales tools FB provides!
 Mobile
 Prep your retail staff to work
with ecoupons and web based
promotions

13. Thank You
Shawna Tregunna
ReSoMe
www.ReSoMe.com | @ReSoMe | Shawna@ReSoMe.com