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

debra@communityorganizer20.comTwitter: @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