This document discusses how to leverage Facebook Groups as a human marketing tool. It outlines the evolution of social media and how Facebook Groups work as a platform that fosters dynamic communities around shared interests. The document provides tips for group admins on starting and growing successful groups, including setting up the group for success, building the community, fostering leadership, and ensuring ongoing community health. It emphasizes acting as human beings, focusing on valued audience connections, and investing resources to build and maintain relationships within groups.

1. How to Leverage Facebook
Groups as Human Marketing
Laurie Mueller
Community, Facebook & Instagram

2. “Human marketing requires companies
acting as human beings.”
http://www.business2community.com/

4. “The highlight was meeting other (Groups) admins
and the people who actually build the product.
I am now able to see Facebook as a body of humans
that care about what their users need and want.”
- Facebook Groups Leadership Conference attendee

5. Evolution of Social Media
(Through Eyes of a Gen Xer)

6. 70s-80s

7. 90s

8. early ‘00s

9. mid ‘00s-present

10. Facebook Groups:
The Platform

11. FB Tribes

12. FB Groups
mobile app

13. Facebook Groups
The Platform
Foster dynamic communities around a shared
common interest or goal
Host a separate place for people to communicate,
collaborate and plan

15. Desired audience exists within the FB ecosystem
Community of equal, valued voices
Uniquely intimate, direct connection with audience
Facebook Groups
Why Use Them?

16. Page
Group

17. Dr. Brian Jacob of the
International Hernia
Association

18. Should I Start a Group?

19. What do you want from your audience?
How do you want to interact with that audience?
Are you willing to invest resources to build and
maintain relationships?

20. Set Your Group
For Success

21. Starting a group
Building your community
Fostering leadership
Ensuring community health and success
Key Elements

22. 1. Create group or leverage existing group
2. Set strategy, group foundations pre-launch
Name, description
Privacy
Ground rules / guidelines
3. Thoughtfully seed initial members and content
Starting A Group

23. Group guidelines
Pinnedpost

24. Casio Privia Pro PX-5S Digital Stage Piano Group
https://www.facebook.com/groups/Casio.Px5s

25. 1. Spend time to vet members
2. Set new members up for success
Welcome message, group guidelines, offer of help
3. Create member connections
4. Curate high-quality content
Themed or content-specific threads, polls
No set content rules for success; depends on group’s needs
Building a Community

26. New-member welcomes
Facebookmessage
Grouppost

27. Grouppoll
Link-sharingthread

28. Everything Aquatic
https://www.facebook.com/groups/EverythingAquatic/

29. Key characteristics
1. Aligns with your philosophies and goals
2. Effective communication and interpersonal skills
3. Representative of audience
Leadership management
1. Create secret group for leadership coordination
2. Scale with group needs
3. Empower and recognize leadership
Fostering Leadership

30. Secret admin group

31. Administrator
Can balance taking the group where it needs & wants to be
Invested long-term; committed to dedicating time and effort
Moderator
People-oriented: Welcoming, personable, patient
Mediator: Reasonable, fair, consistent
Leadership Needs

32. Reinforce group purpose, value, and guidelines
Support and celebrate community
Solicit thoughtful, open dialogue
… via a clear business role and voice
Community Health & Success

33. Skimmbassadors
[secret group]

34. Facebook Groups team

35. Slow Cooker Recipes 4 Families
https://www.facebook.com/groups/SlowCookerRecipes4Families/

36. Thank you!