demystifying community building on social media (facebook)
Post on 06-May-2015
3.973 Views
Preview:
DESCRIPTION
TRANSCRIPT
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Community Building on
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
http://bit.ly/Derek_Sivers
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
What’s the opportunity for Your Business?
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
Facebook Toolset for Businesses
Pages, Groups & Events
Ads
Applications
Organic Reach on Facebook. This is the way Businesses can create a rather
permanent presence on Facebook.
Paid reach on Facebook. Allows targeting based on demography,
geography, interests etc.
Primarily for Viral Reach. It has created some large success stories including
Zynga, Instagram, Pinterest etc.
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Why create Facebook Page?
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
How is content consumed on Facebook Page?
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Facebook Edge Rank
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
# of Fans, not a currency of Success
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
How to Build Engagement? What you want to talk?
What users want?
What users engage with?
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Which conversations cause Engagement?
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Humor J
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Debate <|>
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Breaking News!
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Crowdsourcing ¤
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Questions ?
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Sensationalism
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Challenges
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Text vs Rich Media
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Participate as a Peer!
Be Social ∞
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
How to Manage Facebook Page?
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Content is still the King
It’s the seed all your conversations grow from.
Content easily accounts for more than 80% of Social Media effort
Do not take content lightly
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Maintain a Publishing Pipeline
Tap Content Sources
Keep Content Inventory
Publish as per Schedule
Examples: blogs, search engines, content curators etc
Stick to a frequency & schedule
Don’t create content on a daily basis
Manage a publishing pipeline
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles (timelines) or Pages.
https://www.facebook.com/promotions_guidelines.php
Publish as per guidelines
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Personalize your content
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
Optimize your Posts, ongoingly
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Mon Tue Wed Thur Fri Sat Sun
Poll Quiz Exercise Case Study Puzzle Humor Article
Contests
Festive Occasions
News/Announcements
Scalable content is the key!
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
How to evaluate a Facebook Page?
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Evaluate Facebook Pages
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
■ Total Fans (Likes) □ Misleading (Evaluate Engagement)
■ People talking about this □ (Evaluate %age contribution from new fans )
Page Metrics
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
Facebook Applications
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
20K+ votes in a month campaign, 50 % spurt in Normaderm sales
Apps: Contest, Sweepstakes, Giveaways
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
ICICI Bank
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
Facebook Open Graph App
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
Facebook Open Graph Apps
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
How does it really work?
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
■ In 2 months, 9 Millions People added App to there Timeline
■ 6 Million Facebook Visitors everyday
■ 2 Million Stories Published back on Facebok everyday!
Dailymotion – Case Study
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya www.digitalvidya.com
Facebook Ads
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
Facebook Ads
Some Facebook Page
FB User
Your Ad
Promote Facebook Page, event or
Application
Over to your website for lead generation and sales
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
A specific post Ad
Page Ad
Sponsored Story - A specific post
Sponsored Story Ad Event
Application
External URL
Types of Facebook Ads
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
■ CPC – (Cost Per Click) □ Bidding Amount □ Budget □ Target Audience □ Ad Performance
■ CPM – (Cost Per 1000 Impressions) □ Target Audience □ Budget
Face book Ads- Model
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
Ad Targeting
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
Interest Targeting on Facebook ■ Higher accuracy rates
compared to online industry averages
■ For Broad Targeting, 95% accuracy, compared to an industry average of 72%
■ For Narrow Targeting, 90% accuracy compared to an industry average of 35%
*Source: As published on http://1.usa.gov/M5sO2l
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
Key Takeaways
■ Facebook Page: □ Engagement is key to success on Facebook □ To evaluate Facebook page, you will have to evaluate reach as
well as engagement □ Think content baskets for long terms ROI of Facebook page
■ Facebook Applications: □ Increase effectiveness on Facebook Ads □ Build Viral Traffic
■ Facebook Ads: □ Interest & Demographic Targeted Ads give good results on Face
book
____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
Click to edit Master text styles Second level Third level Fourth level Fifth level
© Digital Vidya
Thank You!
top related