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Define, Design, Measure: <br />Ramping Up Your Facebook Page<br />Minds on Design Lab <br />Social Media Breakfast<br />August 3, 2011<br />

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Today’s agenda<br />1. Understanding Facebook interactions<br />2. Defining Your Facebook Goals<br />3. Designing Engagement<br />4. Practicing Engagement<br />5. Measuring Engagement and ROE<br />

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1. Understanding Facebook interactions<br />

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http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/<br />

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The Power of Like: EdgeRank NFO weight <br />Lightweight– Likes have little notice in the news stream<br />Middleweight- Likes that are “upgraded” to a comment have more weight<br />Heavyweight- The more interactions with the news stream item (tags, comments, likes, shares) the higher it will show in search and on the user’s Pages<br />** same principle at work with Facebook updates on your Page <br />

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2. Defining your Facebook goals<br />Specific<br />Measurable<br />Attainable<br />Realistic<br />Timely<br />Design your Facebook Page to meet your org or programmatic goals:<br /><ul><li> resource awareness

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membership

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fundraising

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activism

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sign up for a program</li></li></ul><li>Activities and outcomes follow<br />

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Oceana: success using it for increased engagement, sign petition<br />

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T&T:Events bring many new members to the quarterly business club meetings, 10% new members to annual youth symposium<br />

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Canada: the online space talking about youth business, many private loan inquiries, #1 or 2 loan referral source<br />

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Ovarian Cancer Awareness: register people for a fundraising event<br />

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3. Designing engagement <br />

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Successful design elements<br />Welcome page<br />Know your content, uniquely<br />Program engaging content<br />

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Successful design elements<br />Welcome page<br />

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Welcome them…strategically<br />

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Successful design elements<br />Welcome page<br />Know your content, uniquely<br />

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Identify the main conversation<br />What is your page’s conversation about? <br />

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Give them something unique to FB<br />

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Unique offers only found on the Facebook Page!<br />

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Successful design elements<br />Welcome page<br />Know your content, uniquely<br />Program engaging content<br />

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Brand research: engaging content design<br />Studied how 100 top brands used social media<br />http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498<br />

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Design engagement for highest ROE<br />Participate<br />Contribute<br />Engage<br />Create<br />Become a fan<br />Friend<br />Follow<br />Join<br />Discuss<br />Post reviews<br />Give feedback<br />Vote<br />Contribute ideas<br />Create a video, message, tweet, blog post product about the company<br />Visit<br />Watch<br />Download<br />Read<br />Play <br />Lowest to highest Return on Engagement <br />* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498<br />

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Creators talked and proactively shared information about the brand the most. They also influenced buying decisions the most. <br />Low-level engagement by itself did not produce significant ROE<br />

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How they influenced purchasing<br />Participate<br />Contribute<br />Engage<br />Create<br />Become a fan<br />Friend<br />Follow<br />Join<br />Discuss<br />Post reviews<br />Give feedback<br />Vote<br />Contribute ideas<br />Create a video, message, tweet, blog post product about the company<br />Visit<br />Watch<br />Download<br />Read<br />Play <br />20%<br />26%<br />32%<br />35%<br />Percentage of each group that spurred a purchase<br />

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Sample engagement calendar: Can you design engagement?<br />

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Sample engagement calendar<br />

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Content creation questions<br />Why are people interested in your organization or cause?<br />What content creates conversation?<br />What content could create community?<br />What can the community create for your content? (Collaborate and empower)<br />What content or ideas can you open up?<br />What added value can your content offer?<br />What does the medium dictate? <br />

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What experience do you design?<br />http://www.flickr.com/photos/moriza/2565606353/<br />

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4. Practicing Engagement<br />

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Engage through personal touches<br /><ul><li>Send personal messages through FB to fans that post and thank them

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Post messages from your organization on their Facebook Pages

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Create groups

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Don’t be afraid to become FB friends with some of your best fans

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Always be commenting – answer every one</li></li></ul><li>

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Research: engaging through posts<br />http://www.emarketer.com/Article.aspx?R=1008328<br />

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Research: engaging through posts<br />Post a question and ask for a response. It works!<br />Fans are happier engaging in contests with the words “winning” and “events” than the words “contest” or “promotion.”<br />Asking a question at the end of a post drives engagement<br />“Where,” “when,” “would,” and “should” drive the highest engagement rates. Avoid asking “why” questions<br />http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html<br />

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ROE of FB post frequency<br />

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5. Measuring engagement and ROE<br />

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Industry benchmarks for perspective<br />Only about 30% of the active fans re-engage with the fan page more than once (i.e. through posting).<br />70% of the active fans will post only once and never re-engage the fan page again! <br />Most people engage through the Newsfeed.<br />http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Are-Your-Facebook-Fans-Real-Fans/ba-p/28330<br />

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Know what you want to measure<br />Remember your SMART goals!<br />

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There are two types of measurements<br />Engagement and activism metrics<br />Status <br />Metrics <br />(leading to<br />ROE)<br />http://www.flickr.com/photos/55714700@N00/5383102286/<br />

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Status metrics<br />Engagement and activism metrics<br />Numbers that are not in the context of social media conversations, nor reflect the impact of social network conversations<br />Numbers that are in the context of social media conversations, and often reflect the impact of social network conversations<br />Leading to ROE<br />Used to measure ROE<br />

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Return on Engagement (ROE) is an approach<br />The metric tied to time and investment spent participating or interacting with other social media users, and in turn, what transpired that's worthy of measurement*<br />Hat tip to Brian Solis for the inspiration<br />http://socialmediatoday.com/index.php?q=SMC/176801<br />

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Measuring Facebook ROE<br />

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Measuring MASA’s FB app<br />

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ROE of social media actions: <br />Lily the Black Bear<br />http://www.facebook.com/lily.the.black.bear<br />http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/<br />

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Designing Lily’s Engagement on FB<br />Engage: Watch videos on FB and Live cam on site, donate, read, visit site <br />Contribute: give opinions and feedback, vote in contests, name the bear, etc.<br />Participate: Facebook Friend, follow tweets, discuss and comment<br />Create: Post their own photos, tweet proactively, comment proactively<br />

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ROE: Lily the Black Bear132,489 Facebook fans<br />Raised $159,597 from 23,502 fans in one year<br />17,916 votes to win the second Chase Community Giving Challenge<br />Motivated 1793 supporters to donate $39,597 in Minnesota’s Give to the Max day<br />Helped local Ely Esy public school win $20,000 in the K-12 America’s School Spirit challenge<br />Currently helping Soudan Underground Mine State Park in MN win $200,000 in a parks challenge; activated 1 million votes<br />

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USA for UNHCR #bluekey Tweetathon<br />Tweetathon: <br /><ul><li>258 people/1,524 tweets with #bluekey

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169% increase in web traffic

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led to >50% of key purchases that week</li></ul>Used with permission from USA for UNHCR<br />

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Workshop review<br />Define Your Facebook (SMART) Goals<br />Design FacebookEngagement for Success<br /><ul><li>Welcome them strategically

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Develop your content, uniquely

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Create a content calendar, designed with engagement in mind</li></ul>Best Practices creating Engagement<br />Status and Engagement Metrics, deeper metrics, leading to SMART goals<br />

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Debra Askanase<br />Engagement Strategist<br />debra@communityorganizer20.com<br />Twitter: @askdebra<br />Linkedin: www.linkedin.com/in/debraaskanase<br />Slideshare: www.slideshare.net/debask<br />Google Plus: http://gplus.to/askdebra<br />