FACEBOOK Building an Online Community Shawna Tregunna, President - ReSoMe Inc.
Jun 20, 2015
FACEBOOKBuilding an Online Community
Shawna Tregunna, President - ReSoMe Inc.
Facebook just turned 10!1.23 BILLION users is NOT a fad.7.78 Billion in revenue is not a fluke.
Source: The Guardian
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!)
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’
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?
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)
ShareableContent 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
Groups & EventsTo 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
IncentivesContests 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
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
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
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
Thank YouShawna TregunnaReSoMewww.ReSoMe.com | @ReSoMe | [email protected]